The Instagram Algorithm in 2026: What Perth Businesses Need to Know
The algorithm changed again. Here's what's actually working right now for Perth businesses on Instagram, and what to stop wasting time on.
Shivangi Patel, Co-Founder & Marketing Manager
· 6 min read
Instagram has updated its algorithm significantly in 2026, and many Perth businesses are finding that their reach has changed without understanding why. Some accounts are seeing less engagement on static posts. Others are growing faster than ever. The difference comes down to understanding what Instagram is rewarding right now and adjusting your strategy to match it.
What Instagram is prioritising in 2026
Reels remain the highest-reach format on Instagram. Short-form video (under 60 seconds) that earns saves and shares, not just likes, is what the algorithm pushes hardest. Instagram is also increasingly weighting content from accounts that consistently post within specific topics, rather than accounts that jump between unrelated content. For Perth businesses, this means picking a lane: if you're a tradie, post about trades. If you're a cafe, post about coffee, food, and your team. Don't dilute your account with off-brand content just to stay active.
What to stop doing
Stop chasing follower count. Instagram has deprioritised follower count as a signal. An account with 800 highly engaged local Perth followers is worth more commercially than one with 8,000 passive followers from a follow-for-follow campaign three years ago. Stop posting purely promotional content: Instagram's own internal data shows promotional posts earn the least organic reach. And stop copying what big brands do; their content strategies are built for audiences ten times the size of what most Perth businesses have.
Shivangi Patel leads social media strategy at MSA Digital and stays across every platform update as it happens. Book a free social media consultation to find out what your Instagram strategy should look like right now.
