Why creators are leaving Instagram (and where they’re going next)

Instagram remains one of the biggest social platforms worldwide, but for many creators and content makers, the platform no longer delivers the same level of organic visibility and consistent engagement it once did. Rather than painting the picture as universal collapse, it’s more accurate to describe it as a shifting landscape, where creators’ expectations need to adjust or where new opportunities appear elsewhere.

1. Instagram’s public engagement & reach metrics have shifted

• According to a 2025 benchmark report by SocialInsider, Instagram’s average engagement rate per post has dropped to around 0.45%.

• Other industry sources report similar modest engagement. For example, carousels average around 0.55%, Reels ~0.50%, and static images ~0.45% across 2024-25.

• Some analyses suggest that Instagram’s median engagement rate per post dipped from ~0.68% to ~0.55% over a recent 12-month period.

These numbers suggest that, for many creators, organic reach and engagement now yield lower returns than in earlier years especially compared to what newer or more-optimized platforms can offer.

At the same time, because engagement metrics like likes/comments don’t capture private interactions (saves, DMs, shares), creators relying solely on public metrics may feel “invisible,” even if a portion of their audience still interacts privately.

2. Increasing competition & changing algorithm dynamics

Instagram is no longer the same platform it was a few years ago. With more creators, more content, and evolving algorithm priorities, the dynamics have shifted:

• The content pool is saturated: Reels, carousels, static posts nearly everyone competes for attention, making it harder to stand out.

• Algorithms increasingly reward different behaviors not just likes/comments, but saves, shares, retention (how long viewers stick), and other signals. That can favor certain content types (e.g. video or highly engaging short-form), making it harder for creators to rely on older formats or slower-growth strategies.

• For creators with larger audiences or niche content, sustaining consistent reach becomes harder meaning what worked before may no longer deliver the same results without adapting.

As a result, some creators feel their efforts yield diminishing returns: more time and energy invested, but not the visibility or growth they expect.

3. Creators are exploring where their content and community works better

Given the shifting landscape on Instagram, many creators are branching out. Some are prioritizing or migrating to platforms that offer better discovery, different content formats, or less reliance on strict algorithms. Common destinations include:

• TikTok: Still a major hub for organic growth thanks to its “For You Page” model that surfaces content from anyone, regardless of follower count.

• YouTube / YouTube Shorts: For creators interested in long-form content, evergreen videos, or monetization through ads/subscriptions.

• Niche or interest-based communities: Smaller communities or specialized platforms where creators might find more engaged or aligned audiences (depending on niche).

• Diversified multi-platform strategies: Rather than relying on a single platform, many creators now spread across several, reducing risk and depending less on one algorithm.

This diversification lets creators explore what content types and audiences work best and avoid putting all their growth eggs in one basket.

4. What this means for creators and where a service like FOS Social can help

For creators feeling the pinch on Instagram, the shift doesn’t necessarily mean “social media no more” but rather “smart social media.”

• Lower public engagement on Instagram calls for smarter content strategy: focusing on community, content quality, and formats that perform (video, carousels, interactive).

• Diversifying presence using multiple platforms helps guard against algorithmic uncertainty, and increases chances of being discovered.

• Looking for tools or platforms that value organic visibility, creative expression, and stable discoverability becomes more attractive.

At this moment, a service like FOS Social can offer an alternative path: a platform or environment where creators aren’t forced to chase algorithm updates or pay for visibility but can focus on producing great content and building real community.

Final thoughts

Instagram’s appeal huge user base, visual-first content, legacy creator culture hasn’t vanished. But the playing field has changed. Public engagement and reach are challenged by algorithm shifts and intense competition. For some creators, that means adapting; for others, it’s a reason to diversify or even start fresh elsewhere.

If you’re feeling stuck or under-rewarded on Instagram, you’re not alone. Many creators are exploring smarter, more sustainable paths platforms and strategies that respect creativity, consistency, and real community over vanity metrics.