Instagram’s head, Adam Mosseri, has described four principles behind what the algorithm recommends: originality, recency, testing posts from smaller public creators on people who do not follow them yet, and larger AI models that weigh more signals. For a business page, the practical message is that original photos and videos of your real products and work are favoured over reposted, recycled or generic content. Several other October changes point the same way.
What changed in October 2026
- Originality is stated openly. Industry coverage of Mosseri’s remarks emphasised original content over reposted volume. Earlier in 2026 Instagram also updated its recommendations to give original photos and carousels more priority, according to platform trackers.
- AI-generated profiles are labelled and reach is reduced. Instagram has introduced clearer labels for AI-generated profiles and tightened its rules around them. Accounts that present AI content as authentic can expect penalties.
- Tagged posts can appear on your grid. Users can now add posts they are tagged in to their main profile grid, which makes customer content and collaborations more visible on your page.
- Longer video is coming. TechCrunch reported on 26 October that Instagram is moving beyond short clips towards much longer videos, up to 90 minutes. Reels remain central, but long-form is clearly on the roadmap.
- Users get more control of their feeds. CNN reported on 22 October that Instagram, YouTube, TikTok and others are giving people more ways to shape their feeds. You are competing for attention people actively choose, not only attention the algorithm hands out.
What “original” means for a business
Original does not mean expensive. It means content that could only have come from you:
- Photos and short videos of your own products, premises, team and process.
- Real customer results, with permission.
- Answers to the questions your customers actually ask.
- Your own opinion or experience, not a rewritten trend post.
For example, a handmade soap brand can show how the bars are poured and cut, how long they cure, what the ingredients look like before they go in, and the packing of a real order. Nobody else has that footage, which is why it is both difficult to copy and valuable to the algorithm.
A 30-day plan for a small business page
Week 1: audit
- Look at your last 30 posts. How many are original, and how many are reposts, stock images or generic quotes?
- Find your three best performers by shares and saves, not only likes.
- Make sure your bio says what you do, where, and how to contact you. Add a link that goes somewhere useful.
Weeks 2 and 3: create
- Post two or three Reels a week showing real work, process or answers to common questions.
- Add one carousel a week that teaches something, with one idea per slide.
- Say the keywords out loud in your videos and use them in captions and on-screen text. Instagram’s search reads captions and, according to platform trackers, spoken audio too, so clear wording helps people find you.
- Reply to every comment and message within a day. Conversation is a signal, and it is also where sales happen.
- Tag customers and partners, with their permission, so their content reinforces yours.
Week 4: measure and adjust
- Compare shares, saves and profile visits against week one.
- Keep what worked and drop what did not, rather than copying competitors.
- Plan the next month around the top three formats.
Handling AI content honestly
AI tools can help with captions, ideas and editing, and there is nothing wrong with using them that way. The risk is presenting AI-generated people, products or testimonials as real. That harms trust, may break platform rules, and is now more likely to be penalised. If you use AI images, say so, and never use them to show a product result that did not happen.
Metrics that matter
- Shares and sends show that people found something worth passing on.
- Saves show lasting value.
- Profile visits and link clicks show interest in the business.
- Messages and enquiries are the real goal.
Followers are the least useful number on this list.
Frequently asked questions
Do I need to post every day?
No. Consistency beats volume. Two or three strong original posts a week are better than daily recycled ones.
Should I still make Reels?
Yes. Reels remain central, and longer formats are an addition rather than a replacement. Choose the format that suits the idea.
Will tagged posts help my page?
They can. Customer posts and collaborations add authentic content to your grid, but only if people actually tag you, so make it easy by sharing your handle on packaging and in replies.
The short version
Show real work, real products and real answers. Be open about AI, reply quickly, and measure shares, saves and enquiries instead of followers.
If you would rather have a team plan and run this for you, see our social media management service or get in touch.
This article reflects what was publicly reported up to 28 October 2026. Platforms change quickly, so check the official source before you act.