The algorithm. A social media concept we become obsessed with when it comes to creating branded content. The algorithm, a set of rules and signals that determine what content lands on feeds and in what order, is what we’re all aiming to smash. Get it wrong, and your content becomes bottom of the barrel with only a handful of interactions, if you’re lucky. Get it right, and you could be onto a viral sensation before you know it. But the key thing to remember is that the algorithm is constantly changing, and as PR pros, we need to stay on top of it to help our clients stay relevant.
Creatorflow recently published an intriguing article about the ‘Instagram Algorithm 2026: What changed, and how to adapt’. One of the key things which stood out to me was how Instagram now prioritises ‘raw, real human content’ over AI-generated material.
Adam Mosseri, the Head of Instagram justifies the decision by arguing that authenticity has become “infinitely reproducible”, since AI can replicate so many intricate details. Now, it’s hard to tell what’s real and what’s not, so suspicions run high. I have to admit I fall into the suspicious category myself when scrolling through my Instagram or TikTok feed – is Titanic really bringing out a second film? Is that pasta dish really as gourmet as it looks?
According to Forbes, around 70% of Instagram content is now AI-generated. Meta has acknowledged it can’t reliably detected AI-generated content but has introduced some changes to help reduce the reach of that content, so the ‘real’ stuff gets the recognition it deserves. These changes are that any accounts using AI content, or AI-generated profiles, must use a label on their content stating as such. Those which don’t use the label could see Meta apply limits to their profile’s reach.
Mosseri’s championing of the real, the raw, the even ‘unflattering’ content made me start reminiscing about the good old days of social media. When Facebook first came about, we used it to connect with friends and family and share what we’d been getting up to. I’d have full on conversations with friends on my feed – embarrassing to think they’re still out there in the ether – and post pictures of fun events I’d been to with them. No filters, no editing. It was real life.
Instagram’s shift to prioritise ‘raw, real human content’ is a nod to these days and highlights how trust is even more important than ever before when it comes to building brand reputation. People want to see real people, empathise with them, feel a sense of connection. Brands have a real opportunity to show their human side and celebrate the real, genuine stories behind them. What you see really will be what you get, and customers will trust the brand even more as a result.
Of course, ‘raw’ content can still be replicated by AI – there’s no way to escape it. Instead, we need to be transparent about it, and that’s key with any brand content. AI-disclosure messaging, like what Instagram now requires from content creators, is critical in building and maintaining trust with audiences. There’s no harm in using AI-assistance where it’s genuinely needed, but the key point is to be upfront about it.
Circling back, the authentic, human content is something we actively encourage our clients to explore on their social feeds. Whether it’s behind-the-scenes footage or ‘a day in the life’ of staff members, people love seeing the ‘real’ side of a business. After all, it makes them human.
Now that Instagram has started prioritising this type of content, brands have an opportunity to build trust with their audiences through showing their human side. There’s something so satisfying about creating an emotive piece of content for a client and seeing engagement shoot through the roof. I’m excited to see where Instagram’s shift takes us and how much it’ll change our feeds – a move away from Insta vs reality, and step towards simply, reality.
