Your brand strategy probably needs to change and Instagram just dropped THREE NEW features to prove it. We’re officially in the non-follower era, where the majority of views come from people who don’t follow you, and Instagram’s newest features, Reposts, Friends Map, and Friends Feed, are built for that reality.
This isn’t just a platform update; it’s a wake-up call to rethink how you create, distribute, and measure your content. Brands that adapt quickly will earn outsized reach and engagement while everyone else plays catch-up.
To help you move fast, the PAC (Platforms, Algorithms, and Culture) team, EVP, Peter Chun, and I broke down exactly what these changes mean, why they’re a massive opportunity, and how to take advantage right now.
You can watch the full session here or keep scrolling for the TL;DR.
The New Era of Social
Let’s be real, social media is a landscape that changes faster than the seasons and we’ve been tracking the shift. On many of our top-performing Instagram Reels, between 99.2%-100% of views are coming from people who don’t follow the accounts. Instagram’s latest features aren’t just updates; they’re built to fuel this trend.
This is the “non-follower era,” and it demands a different creative approach. Instead of producing content only for your loyal audience, you need to create posts as if it’s someone’s very first impression of your brand.
The “P” and “A” of PAC: Platforms and Algorithms
Let’s talk about the big picture: our PAC framework is built on three pillars, but right now, Platforms and Algorithms are the ones that matter most.
The platforms are constantly releasing new features, and they all seem to slowly evolve from one platform to the next. The key is to adopt these new features early. Why? Because the platform wants to see how they perform, so they’re likely to give your content a boost. Brands need to think like creators and jump on these opportunities.
The algorithms are all about primary metrics and understanding user behavior. Your content’s success isn’t just about views; it’s about what people do after they see your content. We’re talking about shares, comments, and, now, reposts. This is the power of what our team calls “underpriced attention.”
Instagram Reposts: DM’s with a Megaphone 🙂
The headline feature everyone is talking about is the new repost button, which functions similarly to the retweet on X, or the repost on TikTok. It’s a game-changer because it builds off the behavior of sending DMs and makes it public; it’s your DMs with a megaphone. When a follower reposts your content, their followers will see it in their feed. This gives your content a massive organic reach that would have been impossible before.
So, how can you use this?
- Repost your top performers: Give your best content a second life by reposting it with a new note or a fresh perspective.
- Give love to sub-brands or clients: If you’re an agency or a larger company, reposting content from other brands you work with or that you admire is a great way to show off what you’re doing and build community.
- Connect with your community: Repost a fan’s post featuring your product. It’s a powerful way to show your brand’s empathy and connectivity, and it can completely change how people perceive you.
Friends Map and Friends Feed: A New Way to Connect
These two new features are all about seeing what your connections are doing.
The ‘Friends Map’ lets you see content that has been tagged with a specific location from people you follow. The key takeaway for brands is simple: use location tags. If you’re a restaurant, a retail store, or even a brand hosting an event, a location tag is a new way to get discovered.
The ‘Friends Feed’ is a curated feed of public Reels that your friends have liked, commented on, or shared. For brands, this is about understanding the mindset of the “group chat.” Create content that is relevant and so “on-the-nose” that people will want to tag their friends in it. The more conversation you can drive, the more organic distribution you’ll get.
*We recommend that brands keep their locations private unless there’s an intentional reason to be discovered. We’ll be keeping close tabs on how use cases for this feature evolves.*
If you’ve made it this far…
The non-follower era is here to stay. While followers are still important, the new Instagram features are a clear signal that the platform is prioritizing discovery and shareability. The best thing you can do? Move fast. Experiment. Don’t be precious.
As a brand or marketer, you have a massive opportunity to use these new features to reach new audiences and drive real value. Now get out there and start posting (and reposting!).
Curious for more?
And if staying ahead of the industry curve is your thing (it should be), hit follow on LinkedIn. We’re sharing insights, trends, and bold hot takes weekly.
Wanna chat? Drop us a line here
