Dear Instagram, It’s Not Me — It’s You

Remember when Instagram had that vintage camera logo and all you did was post a blurry sunset or your brunch? Simpler times. I joined in 2013—late to the party, I know— and back then, it actually felt like a chill place to share stuff. I’d snap random moments on my iPhone 4 (my first ever iPhone!) and post without thinking too much about hashtags or reach.

Things got even more fun when I bought my first DSLR. From around 2014 to 2018, Instagram felt like a real community—friends, strangers, random travel bloggers engaging with each other’s posts in a way that felt genuine. I really loved it back then.

But here we are in 2025 and, wow. It’s a whole different beast. This isn’t one of those “Ugh, bring back the old Instagram” rants (even if I think that sometimes). I just want to talk about how the app feels these days—from someone who uses it regularly to stay in touch with friends and family, but also as a blogger, photographer, and creative trying to share meaningful work. It’s a strange space to navigate when what once felt like a supportive platform for creativity has turned into more of a noisy marketplace.

The Reels Takeover

If you’re not making Reels, are you even on Instagram? That’s kind of the vibe now. Sure, people still post carousels—those photo dumps of vacations, brunches, or blurry nights out—but the algorithm really wants you to go full TikTok. And honestly, it feels like unless you’re already Insta-famous, your stuff just kind of... vanishes.

I jumped on the Reels train when they launched in 2020 and saw some traction. These days? Unless your Reel is funny, dramatic, or looks like it came from a celeb or influencer, it’s probably not going far. That said, I still come across Reels from smaller creators that are genuinely inspiring or informative—and they tend to perform well. It’s made me think: maybe it’s less about chasing validation and more about offering value. If you’re a photographer, for example, instead of just posting your best shots, consider sharing a quick tutorial on exposure or your go-to camera settings. The content that seems to resonate now is the kind that teaches, uplifts, or connects.

Engagement Is on Vacation

Remember when your friends actually saw your posts? Not anymore. Even if you spend hours editing a Reel, the algorithm might just shrug and toss it into a digital black hole. And because the feed isn’t chronological, people miss stuff all the time. Your most loyal followers might not even know you posted.

The engagement drop is real. It’s not just me—it’s a common complaint. Even stats say average engagement is barely hanging on at 0.50%. It’s a little soul-crushing.

Sponsored All the Things

Every time I open Instagram, I get hit with a parade of ads. Skincare. Planners. Travel apps. (Also umbrellas? Is my feed okay?) And yes, I’ve been tempted. I even bought from a haircare brand I found through an ad. But let’s be honest—Instagram used to be about sharing your photos, not selling you stuff.

It’s wild how these ads sneak into every corner—between posts, in stories, everywhere. You used to be able to snooze them for 30 days. Not anymore. The capitalism is strong with this one.

That being said, as someone who used to work in digital marketing, I can tell you this: social media managers are deep in the trenches right now. It’s wild out there. Trying to grow a brand’s presence now feels like shouting into a stadium full of people all shouting at once.

Apparently, I need better umbrellas in my life according to Instagram.

Wait... Didn’t I Already See That Story?

Here’s a wacky one: stories you’ve already watched? Instagram sometimes puts them right back at the front, pretending they’re new. Like, buddy, I just watched this rave party story 10 minutes ago. What gives?

Not sure if it’s a bug or a shady feature to keep us scrolling. Either way, it’s giving clingy.

The Newsroom We Didn’t Ask For

Instagram has also, weirdly, become a place to get news. I don’t mean the polished headlines from media outlets — I mean updates from people on the ground, creators, independent journalists, communities, and organizations who are vocal about what’s going on in the world. For better or worse, social media has cracked open the doors to perspectives we might not have seen otherwise.

Personally, I’ve learned so much thanks to people who share educational, honest, and often insightful takes on world events. It’s challenged my thinking in the best way. That said, we can’t ignore the flip side. Instagram has a long way to go in dealing with how it suppresses certain topics, censors keywords, and lets hate speech slip through the cracks.

It’s a double-edged sword. There's a lot of power in that kind of visibility, but without proper accountability and moderation, it can be deeply damaging too. Nuance matters — and sometimes, it feels like the platform isn't great at holding space for that.

Okay, So What Now?

Instagram’s starting to feel more like a catalogue for niche brands than a creative space. It’s a bit of a bummer. Sure, there’s still a pocket of people making genuinely cool stuff and engaging authentically, but it’s way smaller now.

Honestly, it feels like we’ve hit peak social media fatigue. Most of us are just scrolling out of habit — to kill time or dodge an awkward silence. We’re so conditioned to be glued to our screens that our brains have started to tune out the noise. Everything begins to blur. Same posts, same vibes, different day. I’m guilty of it too. It’s like telling the same joke over and over — the punchline loses its impact. Social media feels like that sometimes. (Although, I’ll admit, a well-timed cat video still gets me every time.)

If you’re a creator — photographer, artist, writer, whatever — it’s probably time to stop depending on Instagram as your main stage. With attention spans dwindling and the algorithm doing its own thing, it’s harder than ever to reach people who actually care. So why not branch out? Explore places like Substack, YouTube, Patreon… there are other corners of the internet where your work might actually get the attention it deserves (even if it takes a little longer to build).

And that concludes my unsolicited TED Talk. If any of this resonated — awesome. If not, thanks for reading anyway. Until next time.