Instagram's Big Shake-Up: Carousel Reordering, "Instagram Plus," and the End of Likes-First Ranking
Instagram has rolled out a wave of major updates — from reorderable carousel photos to a crackdown on aggregator accounts and a new premium "Instagram Plus" tier. The algorithm itself has shifted too, now prioritizing watch time, saves, and DM shares over likes. Here's what brands need to know to adapt their content strategy.
6/18/20262 min read
Instagram has rolled out several major features and algorithm shifts, including the ability to reorder photos in live carousels, a crackdown on aggregator accounts, and a new premium "Instagram Plus" tier. Additionally, Instagram updated its algorithm to heavily prioritize watch time, saves, and DM shares over simple "likes".
Key Features & Tools
Reorder Carousels: You can now rearrange the photos and videos in a carousel post after it has been published by long-pressing and dragging content.
Reorder Your Grid: Users can long-press posts on their profile grid to reorder past content, turning their feeds into customized portfolios.
"Instants" Feature: A new feature has dropped in your DM inbox that allows you to share spontaneous, unedited, disappearing photos (similar to BeReal or Snapchat).
Instagram Plus: A new paid premium subscription is rolling out worldwide, offering users enhanced analytics, extended viewing time for Stories, and deeper profile customization tools.
Algorithm & Reach Updates
Aggregator Penalty: Instagram expanded its original content policies to include photos and carousels. Accounts that primarily repost content from other creators will see their algorithmic reach restricted in the Feed, Explore, and Discovery tabs.
Watch Time & Skip Rate: The algorithm now heavily penalizes content that has a high skip rate, making the first 3 seconds of a Reel or the hook of a post more vital than ever.
Engagement Over Likes: Likes are no longer the primary driver of reach. Instagram now primarily ranks content based on saves and DM shares, heavily testing small creator accounts with non-followers to surface high-retention content.
Editing & Messaging
Expanded Edits: New In-App editing tools have dropped, including "Loudness Match," over 200 new sound effects, and the ability to search for specific fonts.
DM Upgrades: You can now use custom DM folders, set message filters for business accounts, and schedule messages directly in the inbox
The takeaway for brands is simple: vanity metrics are officially retired. If your content strategy is still optimized for likes, it's time for an audit. Prioritize formats that earn saves and shares, lean into watch time with longer-form Reels and carousels, and keep a close eye on how "Instagram Plus" evolves — it could reshape organic reach for everyone who doesn't opt in. The brands that adapt fastest to this new ranking logic will be the ones who keep their reach intact while others scramble to catch up.