(Or, what to do when your posts start feeling invisible)‍

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I got this question during my last Instagram AMA: “How do I increase my reach?”

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Oof. Big question. And if you’ve been in the social media trenches for any length of time, you already know there’s no magic button for it. I wish.

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Reach is one of those slippery metrics that can be influenced by a million tiny things — seasonal shifts, changing algorithms, a string of posts that didn’t quite land, or even just a lull in audience behavior (hi, holidays or collective burnout). It’s frustrating, especially when you’re still showing up consistently.

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But if you’re in a reach rut, here’s what I recommend:

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🌱 Mix It Up

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Test out some different post formats. Seriously — Reels, carousels, single photo posts, graphics, maybe even a meme or a quote post if it fits your brand. Variety is your friend here. Instagram’s algorithm tends to favor creators who use multiple content types, and it also keeps your audience from getting bored.

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(Plus, sometimes what’s stale to you feels totally fresh to your audience. Worth a test.)

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🔍 Watch the Right Numbers

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Likes are fine. They’re like a polite nod. But if you really want to see what’s resonating, focus on saves, shares, and comments.

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Those are the signs that someone thought:

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• “I want to come back to this.”
• “I need to show this to someone.”
• “This made me feel something enough to respond.”

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That’s the gold.

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🔁 Iterate

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Once something gets a little more traction than usual, don’t just copy-paste the same thing again. Play with it. Try a slightly different hook. Use the same format but with a new message. Add a CTA. Change the caption length. Keep what worked, adjust the rest.

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It’s part strategy, part experimentation. That’s where the fun lives.

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🌻 Seasons Change

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Here’s the metaphor I always come back to: Think of social like a garden.

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Some seasons you plant.
Some you prune.
Some you just water and wait.

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Just because a post doesn’t “perform” doesn’t mean it didn’t do anything. Maybe it planted an idea. Maybe it reminded someone you exist. Maybe it showed the algorithm you’re still alive.

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Don’t panic. Keep tending. Growth comes in waves.

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Want help getting out of your reach rut?

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Riparian offers social media support, strategy sessions, and done-for-you content that helps small businesses build momentum — even when the algorithm feels a little moody.

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Get in touch or follow us @riparianmedia to see what thoughtful, strategic content can do.

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