Instagram used to be about likes. Now it’s all about reach and views. When I stopped caring about likes and started focusing on what actually pushes my work out to new people, everything changed.

Four months ago, I was getting under 5,000 views a month. Now I’m sitting at over 120,000 with less than 3,000 followers. That’s around forty views for every follower, which means most of my reach now comes from people who’ve never seen my work before. That’s where the real growth is.

That’s actually a strong ratio. Here’s the breakdown:

I’m averaging around 120,000 monthly views with under 3,000 followers. That’s roughly:

120,000 ÷ 3,000 = 40

So I’m getting about 40 views per follower per month.

That’s well above average. Most photographers sit closer to 5–10 views per follower, especially if they’re only posting photos. Anything over 20x means your content is reaching far beyond your audience and hitting the discovery algorithm hard.

Put simply:

My content is performing 4–8 times better than the average small creative account.
It shows my reach is mostly non-followers, which is exactly how growth happens.

Here’s what I’ve learned along the way.

It’s less about likes, more about views

Likes don’t mean much anymore. I can post a photo that gets 500 likes and it might barely move beyond my followers. A reel with half that engagement can reach ten times the audience. Views are what drive reach, and reach is what brings in new followers, clients, and opportunities.

If you’re still judging your posts by likes, you’re looking at an outdated metric. The algorithm now cares about how long people look, not how quickly they double tap.

Likes are dead

Even massive accounts don’t pull the numbers you think they do. Look at someone with 200,000 followers. They might get 3,000 likes on a post. That’s about 1.5 percent. Smaller accounts often perform better percentage-wise because their audiences are more engaged.

Instagram stopped rewarding likes years ago. They’re soft validation, not distribution fuel. Views, comments, shares, and saves tell the platform your post has value, and those are the signals that keep your content circulating.

There’s no way to avoid reels

If you’re a photographer, this is the hard truth: reels aren’t optional. Instagram built its discovery system around short-form video. You can either adapt and use them or get left behind.

That doesn’t mean turning your photography account into a TikTok clone. It means finding smart ways to showcase your still work, like panning edits, behind-the-scenes clips, or simple transitions. The point isn’t to make a viral reel, it’s to use the tool to get your work in front of more eyes.

Trial reels are key

Don’t assume one version is enough. Take the same video and post it three different ways, each with new captions, overlays, or hooks. These “trial reels” don’t compete with each other. They’re sent to different audiences, mostly non-followers, which helps test what works.

The reel that lands best tells you what the algorithm is rewarding at that moment. Maybe it’s the pacing, the text placement, or even the caption length. You can learn a lot from what gets reach and what doesn’t.

Collaborate with bigger accounts

When you’re small, visibility comes from association. Collaborate with accounts that already have the audience you want, whether that’s car brands, magazines, photographers, or local dealerships.

A single tagged story or repost from a larger account can be worth more than weeks of posting. It’s credibility and exposure rolled into one. Build those connections early and genuinely. Don’t ask for favours, give them a reason to want to share your work.

Hashtags are dead

They used to matter. They don’t anymore. Instagram’s algorithm now looks at the content of your captions and the visual data in your post. Hashtags might make you feel organised, but they rarely drive discovery.

Use real words, real descriptions, and full sentences in your captions. If I’m shooting a Porsche 911 at Silverstone, I’ll write that. Those are searchable keywords now.

Reels are fine, just clean your grid

Reels help you grow, but they can ruin the look of your grid if you leave them there forever. Once a reel has done its job, built reach, pulled new eyes, and maybe gained a few followers, remove it.

Keep your grid focused on your photography. That’s your portfolio. Reels are your distribution engine. Separate the two.

Post stories, lots of them

Stories keep you visible. The more active you are, the higher you sit on people’s feeds. Every story, even a quick repost or behind-the-scenes shot, is another chance to remind people you exist.

They don’t have to be polished. In fact, casual works better. People connect with authenticity more than perfection. Post edits, previews, location clips, or even camera gear setups. They all feed the algorithm and your audience’s curiosity.

Comments beat likes

Instagram now values quality engagement. Ten comments from real people who care about your work outweigh a hundred random likes. Comments create discussion, and discussion keeps your content circulating longer.

If you want engagement, start it. Comment on other people’s posts before you share yours. That activity loop helps push your content out when you do post.

Watch time is gold

The biggest metric behind the scenes is how long people stay on your post or reel. If they scroll past in under three seconds, it’s done. If they stay longer, especially non-followers, Instagram reads that as quality.

That’s why short, looping reels work. They hold attention naturally. Combine that with a longer caption that takes time to read and your total watch time increases without needing a longer video.

Saves and shares are your silent metrics

Saves are the strongest indicator of value. It means someone wants to come back to your work later. Shares push your post to entirely new audiences. Neither shows up on the surface, but both carry more algorithmic weight than likes.

Create content that’s worth saving, like editing tips, before-and-after reels, or unique perspectives. Make work that helps, inspires, or entertains.

Carousels work when they tell a story

A carousel is more than a photo dump. It’s a narrative tool. Sequence your shots like a mini magazine spread: hook with the first image, tell a story through the middle, and end with a memorable final frame.

The longer people swipe, the stronger the engagement signal. That’s time on post, another key factor the algorithm loves.

Captions drive SEO

Instagram reads captions now like Google reads text. If you want to appear in search results, use real-world keywords naturally in your writing.

Don’t write for hashtags, write for context. Mention the car, location, and even your shooting setup. Those details help your posts get discovered by people searching for that exact thing.

Consistency beats viral moments

One good reel won’t change anything if you disappear for a month. The algorithm values consistency. Two solid posts a week will outperform random bursts of activity every time.

It’s a slow build, not a lottery. You’re building trust with both your audience and the algorithm.

Engage before and after posting

Spend ten minutes before posting commenting and interacting with other accounts in your niche. Do the same after. It boosts visibility because the platform sees you as active and connected.

It’s not just about gaming the system. It’s about building genuine relationships with other creators, teams, and brands.

Pin strategically

You get three pinned posts. Use them wisely.

One should be a hero image that defines your style.
One should be a reel that represents your best work.
The third should introduce who you are and what you do.

Pinned posts act like your business card for anyone landing on your profile for the first time.

The 3-second rule decides everything

If non-followers don’t watch at least three seconds of your reel, it dies in the algorithm. Hook instantly with movement, bold visuals, or quick text overlays that make people stop scrolling.

Short reels win, but loop them

Keep reels under ten seconds, ideally around five to seven. If they’re really short, loop them twice. That extra playthrough boosts average watch time and completion rate, both key ranking signals.

Long captions keep viewers longer

A thoughtful caption keeps people reading, which technically extends your watch time. It’s an easy way to keep people engaged without adding unnecessary video length.

Tell a story. Describe the car, the location, or what went into the shot. Those few extra seconds of reading time make a real difference.

Reels are for strangers

Followers see your photos. Reels are for everyone else. Build them for discovery, not validation. Every reel is an open door to people who’ve never seen your work before. Treat it like that.

The reality of attention

Unfortunately, in this day and age, people have the attention span of a melon. Most will just swipe past your post in half a second without even looking at it properly. The content that often gets traction isn’t the most skilled or creative, it’s the most disposable.

Pointless spam posts, recycled clips, and shallow trends still dominate the feed because they keep people scrolling. That’s the system we’re working inside.

The key is to understand it without lowering your standards. You can still make smart, well-shot, creative content. You just have to present it in a way that catches those three seconds of attention before they swipe away.

The long game

The more you post, the more you’re seen. It’s that simple. More posts and more stories equal more views, more reach, and more followers. Activity signals relevance, and relevance feeds visibility. Don’t overthink timing or frequency. Just stay active.

The brand factor

Brands still look on Instagram. That hasn’t changed. They scroll, they check grids, and they decide in seconds whether your work fits their style.

If you’re trying to get noticed, curate your grid. Treat it like your storefront. Make sure the first nine posts say exactly who you are and what you shoot. Keep the tone consistent, the colours balanced, and the layout clean.

Reels might bring people in, but your grid is what makes them take you seriously. That’s where collaborations and opportunities start.

Use Story Highlights to pin your work or ideas. They act like mini portfolios that sit permanently at the top of your profile. Group your best work into themes such as “Porsche Shoots,” “Behind the Scenes,” or “Editing Style.” When brands land on your page, they’ll see your range instantly without scrolling.

Unfortunately, Instagram doesn’t reward the best photos. It rewards the best use of its tools. That’s the reality now. You can take the most technically perfect shot of your career, but if you don’t package it the way the platform wants, it won’t go anywhere.

As photographers, we either adapt or get buried under the noise. That doesn’t mean selling out. It means understanding how the system works and using it to your advantage. Treat reels, stories, and captions as part of your creative process, not the enemy of it.

At the end of the day, my goal isn’t to win the algorithm. It’s to get my work seen by the right people. The algorithm is just the route, not the destination.

ARTICLE: What I’ve Learned About Instagram as a Photographer