Instagram Says to Avoid These Tactics

Instagram recently shared a post recommending certain tactics to avoid in order to prevent reduced reach on the platform.

These tactics may be something you can’t avoid, or may be things you’d never do anyways. Take a look at the list of recommendations and then you can choose how you want to proceed.

For a quick recap of the tactics to avoid, you can check out this post on Instagram:

1. Watermarks
This is primarily focused on 3 rd party tool watermarks (like Canva, CapCut, InVideo, etc.) or the dreaded TikTok logo. But it also applies to your own personal or brand logo/watermark. In general, try to avoid 3 rd party logos by paying for software so the logo doesn’t appear, edit within Instagram, or use logo-stripping software to remove logos. When it comes to your own logo, if it’s important to your brand to include it, then do so. But, if possible, don’t include it on all posts. And just know that using your own logo isn’t “as bad” as 3rd party watermarks so you won’t have as much of a negative impact.

2. Reposted Content
This is NOT talking about Stories. Sharing posts to your Stories is perfectly acceptable and welcome. Instagram doesn’t want you taking other people’s posts (photos or Reels) and reposting them to your profile as your own content. They will intentionally provide reach and distribution to the original creator and not to your reposted content. Instead, use features like collabs or Remix in Reels to showcase other’s content in your feed.

3. Long Videos
If you upload a video longer than 90 seconds to Instagram (as a post) it is still considered a Reel, so, yes, you can technically have Reels longer than 90 seconds. But Instagram will NOT distribute these longer Reels to non-followers. That doesn’t mean you shouldn’t use these longer videos, as they may server your existing audience really well. Just know that they won’t get distributed to new audiences. If you want to reach those new viewers, focus on the shorter, vertical videos.

4. Content that Violates Guidelines
If your content goes against Instagram guidelines – things like violence, self-harm, nudity, etc. – it will likely not be recommended and will get lower distribution. Your existing audience may see it but, depending on the content, it may get very little distribution. Similarly, if you work in a regulated industry (firearms, tobacco, cannabis, pharmaceuticals, adult products, etc.), chances are your content will struggle with distribution. It doesn’t mean you can’t be successful, just that you will have to be creative to reach those new audiences.

5. Engagement Bait
Look, this is a weird gray area that even Meta can’t adequately describe. Yes, you can use calls to action like “Save this for later” or “Share this with a friend”. But you aren’t supposed to use CTAs that manipulate users into an action they wouldn’t normally take. But, you can use things like “leave a comment below” as a contest entry, which would fall under the “not normal engagement” so I honestly can’t really tell you what constitutes “bait” but just be weary of manipulative CTAs and keep your requests genuine.

What does this all mean for you? Like I said up top, you do what makes the most sense for you and your brand. If you want to use watermarks, then do so. If you work in a regulated industry, keep at it. If you use the “wrong” CTA, learn from it and do something different next time.

These are recommendations and guidelines that will, hopefully, get you more reach and distribution in the long run if you adhere to them. But sometimes we just need to do what works for us!