Many architects and engineers are on Instagram because it appeals to their visual sensibilities. Or at least it used to and would favour those handsomely who spent ages honing their feed and creating stunning imagery.

For me Instagram has never been my favourite platform especially now as it's largely become a video platform first, static feed second.

That last statement might not be news to you, but recently I was bored so being the marketing nerd I clearly am, I started counting what appeared in my feed. What I discovered was pretty eye-opening and sparked a fascinating discussion with built environment marketers about how we're all navigating this shift.

This blog is derived from a LinkedIn post I shared a few weeks ago about what I found counting my Instagram feed and the comments under that were so interesting I wanted to give them more airtime as a blog.

What's actually in your Instagram feed?

Back to counting my feed. Here's what I found when I analysed my feed:

Instagram home feed: 6 reels → ad → 1 reel → ad carousel → 2 reels → ad video. And repeat.

Instagram Reels tab: Mostly algorithm picks from accounts I don't follow. The odd person I actually know. And endless video ads telling me to boost posts.

Instagram Friends reels tab: Mainly stuff my friends have reposted or liked. Not the actual original content I expected to see from them.

Instagram For you tab: Mix of reels and carousels. Still heavily video-focused.

Honestly, it’s worth taking your phone out and taking a look for yourself. A lot has changed.

The 7% problem

Robert Fiehn shared something pretty shocking in the comments:

> "It was recently revealed that just 7% of what Instagram shows you is content from people you follow. This was part of a court case where Meta argued that they don't have a social media monopoly because they mostly show you all the junk." - Robert Fiehn

Let that sink in for a moment. Seven percent. I’ve done some digging into the recent court case with Meta having a monopoly and can’t find a source to corroborate this 7% figure, it’s showing more than that 20-30%, but the trial is certainly interesting.

The platform we've all been calling "social media" kinda isn’t that social any more.

Why Instagram’s changes matter for architects and engineers?

These changes create a real challenge for architects and built environment firms who've built their Instagram presence around beautiful project photography, curated feeds and carousel posts. That content still exists, but it's buried under an avalanche of reels.

Stories offer some visibility and enable you to point your followers to your feed, but they're temporary. If your marketing strategy relies on Instagram reach through static posts, you're fighting against the algorithm.

And yep, it’s a tad exhausting.

The great Instagram Debate: What the industry Is saying

The discussion that followed my post revealed some really interesting perspectives from built environment marketers:

The Instagram "adapt or move on" Camp

Some marketers argue that Instagram's shift to "interest media" rather than "social media" isn't necessarily bad. They suggest that if you want to see success now, your strategy simply has to change. The algorithm can be ‘trained’ through engagement - saving, sharing, liking and commenting on content you want to see more of and the algorithm will adapt towards that - it wants to keep you there and actively engaged.

From a creator standpoint, this means you can't keep doing what you've always done. You need to improve and uplevel your content and remain creative.

Elle McCarthy made an excellent point about objectives:

"You can't (currently) beat reels/video for reach on that platform, so if our clients have priority objectives for awareness or discovery, we're factoring in at least 40% video content." - Elle McCarthy

She noted that motion capture is powerful for experiencing spaces and humanising brand stories, while carousels perform higher for engagement and intention.

Social media expert Alex McCann shared his experience:

"Most of my content on Instagram is now video as photos just don't get seen in the same way. Sad really that they deviated from what the platform was to start with. But my reach through video is through the roof (much more than the photo days)." - Alex McCann

The "This isn't what we signed up for" camp

On the other side, many professionals feel frustrated that the Instagram platform has fundamentally changed what it was originally sold as. We made the active move to 'follow' someone to see their content, and now that's denied to us unless we search them out. This makes following meaningless.

As Robert Fiehn put it:

"If my toaster stopped toasting bread and started giving me life advice, I would be rightfully annoyed." - Robert Fiehn

Many of us spent years building communities and connections on a platform that now prioritises food influencers over friends and colleagues.

Head of Marketing, Renée O'Drobinak summed up the frustration perfectly:

"I struggle to understand how they expect to keep users when 1 scroll = 1 video ad, 1 thinly veiled paid influencer post (that I don't follow), another video ad, followed by another wannabe influencer doing something I couldn't care less about and no actual people I know and follow." - Renée O'Drobinak

Is Instagram even the right channel for your business?

Rachael Bernstone brought an important perspective to the conversation about how users need to understand that they’re the product, and then how this perspective impacts how business owners should approach social media.

She shared compelling research from Australia showing that 71% of clients choose an architect based on a referral from a trusted source. For architects who traditionally win most of their work by referral and word-of-mouth, social media activity might actually be a drain on practice resources.

Architectural copywriter Shelley Smith echoed this:

"I've never really seen Insta as a marketing tool for architects to win work through - unless your potential clients are individual homeowners, maybe? It's been more useful for reaching potential employees, peers, reinforcing brand values - that sort of indirect thing." - Shelley Smith

This raises a crucial question: are we spending time on Instagram because it actually delivers results, or because we feel we should be there? Or even worse because our peers are there and we want to be seen there amongst them.

Practical Instagram workarounds (If you're planning on staying)

If you're committed to staying on Instagram, here are some tactics being used:

Use the 'Following' filter: Tap the Instagram logo at the top and switch to 'Following' instead of 'Home'. This isn't obvious, and you have to remember to do it each time, but it helps reduce the randoms and suggestions. The same function exists on Threads too.

Be strategic about video content: If reach and awareness are your objectives, video content currently wins. But don't abandon carousels completely - they perform better for engagement and intention.

Keep it simple: Marketer René Power suggested sending a bunch of images into CapCut, making a video in five minutes, and uploading with trending audio. Not every piece of content needs to be a production.

Direct engagement: If you want to see more from specific creators, actively engage with their content through liking, commenting, saving and sharing. This signals the algorithm.

5 Instagram tips marketers should actually do in 2026?

Here's my honest take after this whole discussion:

1. Reassess your objectives

Why are you on Instagram? What are you actually trying to achieve? If it's direct client acquisition, the data suggests you might be better off focusing elsewhere.

2. Understand the platform's priorities

Instagram prioritises advertisers, not user experience. It's fundamentally a money-making machine that’s all about creating shareholder value. Make decisions with your eyes wide open.

3. Don't put all your eggs in one basket

Timothy Soar nailed it:

"The, relatively brief, history of the internet teaches us that forming an entire strategy around one platform is likely to end in tears." - Timothy Soar

4. Focus on channels that actually deliver

Where do your clients actually come from? Focus your resources there. For many built environment firms, that's referrals, partnerships, and direct relationships - not social media.

5. If you stay, adapt strategically

If Instagram serves your specific objectives (recruitment, brand values, community building), then yes, you'll need to incorporate more video content. But do it strategically, not just because the algorithm demands it.

What I’ll be doing on Instagram in ‘26

For me personally, there's a huge difference in terms of how I use a platform for myself and for work. I'll always prioritise seeing content from people who I know, and the fact that it's getting harder means I spend less time there.

As for clients, if they want to see success on Instagram now, their strategy does indeed have to change with a shift towards the more engaging format of carousels and reels. But that doesn't mean Instagram has to be part of every built environment firm's marketing strategy.

The most important thing is to be intentional about where you spend your time and resources. Just because a platform exists doesn't mean you have to be on it. We don’t all have to be everywhere.

How’s Instagram treating you?

I'd genuinely love to know - how are you finding Instagram right now? Have you shifted to more video content? Or have you decided to focus your efforts elsewhere?

And perhaps more importantly: where are you actually winning work from?

Drop a comment below. The more we share what's actually working, the better decisions we can all make about where to focus our marketing efforts.