Reels are still king (but quality matters more)
Short-form video accounts for 60%+ of Instagram reach in 2026. But the bar has risen — low-effort trending audio clips no longer get algorithmic boost. What works: original hooks in the first 1.5 seconds, educational or entertaining content specific to your niche, and vertical video shot natively (not repurposed horizontal footage).
Carousels for saves (the new engagement metric)
Saves are weighted 3–5x higher than likes in the 2026 algorithm. Carousels drive more saves than any other format. Structure: bold statement on slide 1, value delivery on slides 2–8, CTA on the final slide. Educational carousels and "save this for later" formats consistently outperform.
DM strategy over follower count
Instagram now weights DM conversations as a top engagement signal. Businesses with active DM conversations see 2–3x higher reach. Prompt DMs in your CTAs, use Instagram Broadcast Channels, and respond within 1 hour during business hours.
London-specific strategies
Geotag every post to your borough (Shoreditch, Mayfair, etc.) — it significantly boosts local discovery. Collaborate with other London businesses via Collab posts. Engage with local community hashtags. London audiences respond well to behind-the-scenes content showing real London life, not polished studio content.
What doesn't work anymore
Follow/unfollow (shadowban risk). Buying followers (engagement rate tanks). Generic hashtag spam. Posting without Reels. Inconsistent posting cadence. Pod groups (detectable and penalised). Overuse of link stickers without context.