July 2022: Instagram’s move towards video and the user backlash
Covers July 2022. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: In July 2022 Instagram leaned hard into full screen video and recommended posts from accounts people did not follow. Users pushed back publicly and Instagram reversed some of the changes. It showed how fast a platform’s priorities can change, and why no business should depend only on organic reach.
This entry is part of our timeline of the search and social changes that have shaped how local businesses win work online, looked back on with hindsight.
What happened on Instagram in July 2022?
Instagram trialled a feed that looked more like TikTok, packed with Reels and suggested posts. High profile users criticised it, and Instagram’s leadership recognised the feedback and paused some of the tests.
Why it mattered for local businesses
Accounts that had grown through photo posts saw their reach fall as the algorithm favoured Reels. A salon or a bathroom fitter posting before and after photos could suddenly find fewer people seeing them. It underlined the need to switch formats quickly and to build channels you own, such as email, alongside social.
What to do about it now
- Try the formats a platform is pushing, while keeping what your customers respond to.
- Track reach and engagement by format so you know what the algorithm favours right now.
- Use your social posts to grow an email list, so the customer relationship belongs to you.
Frequently asked questions
Why has my Instagram reach fallen?
Algorithm changes, the formats being prioritised and competition all play a part. Check which formats are working best for you at the moment.
Should I only post Reels?
No. Keep a mix, although Reels are usually the best way to reach people who do not follow you yet.
Sources and further reading
Want help with this? Planning content that keeps working when algorithms change is part of our social media service. Get in touch.
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