Many Instagram creators have probably had this experience on the road of content creation:
"I want to change the direction of my content, but I’m worried about affecting the traffic and interaction rate of my account. Should I open a new account?"
For example, from food to fitness, from travel to mother and baby, from Vlog to knowledge sharing...
The biggest anxiety brought about by this kind of "content transformation" is: Will all the fans be lost? Will the recommendations stop? Will the account be abolished?
This is not an easy question. Fortunately, Adam Mosseri, head of Instagram, recently gave detailed and practical official advice, providing clear direction for content transformation.
Mosseri: Don't reopen your account easily! The original account is valuable!
Mosseri made it clear:
"Generally speaking, it's better to continue using your existing account rather than opening a new one."
Why? Because:
Your account has accumulated a fan base and algorithmic portrait;
Instagram has already formed an "understanding model" of your content type, audience preferences, and interactive behaviors;
If you start from scratch, the system needs to re-identify who you are and what you do, which will greatly slow down your growth.
Want to transform? Follow these 3 steps to transition safely and efficiently
Mosseri is not advising you not to transform, but rather to "transform smartly." Here are the three steps he recommends:
Step 1: Preview your transformation direction in advance
Post a Reel or video, publicly stating that the content of your account will be adjusted, and give your fans a heads-up in advance.
Sample copy:
"Hey everyone! I decided to switch from beauty tutorials to travel vlogs. I hope you will like what follows!"
This can not only reduce fan confusion, but also maintain the trust of core fans.
Step 2: Archive old content and clean up visual focus
Don't want old content to interfere with your new direction? Simply "archive" old posts to make your homepage tidy and unified, and more in line with the new positioning.
Tip:
Instagram's "Archive" feature will not delete the post, it will just hide it outside your profile page and you can restore it at any time.
Step 3: Test new content styles with Reels
Before completely "changing tracks", try to release a few Reels in new directions to see how the market reacts.
Observation points:
Is the viewing volume stable?
Has fan interaction declined?
Did you attract new followers?
Mosseri stressed that this is a low-risk way to test the acceptability of content, which will help you make more informed choices.
Which situation is suitable for opening a new account?
Mosseri added:
"Creating a new account is only recommended if you are making a very radical transition and your content is completely unrelated to your past."
for example:
I used to be a pet blogger, but now I want to do financial analysis;
It used to be dance videos, but now it's just philosophy podcasts.
In this case of "completely changing track", the new account is more conducive to reshaping the positioning, but you must also be mentally prepared for almost no traffic during the "cold start period".
Some suggestions for creators to pay attention to when transforming content
1. Keep a steady pace of updates : Even in the early stages of transformation, don't stop updating, otherwise the algorithm will easily "forget" you.
2. Interact more with fans : guide comments and private message interactions to increase account activity.
3. Use tag strategy to transition : Add popular tags from both old and new fields to your content to gradually switch focus groups.
4. Consider phased mixing : for example, 70% original content + 30% new content, and gradually replace them to avoid a discontinuation of fans.
Answers to frequently asked questions from creators
Q1: If no one reads the transformed content for a period of time, does it mean that I have failed?
A: Not necessarily. The algorithm adaptation period may take several weeks. After continuous observation, we can decide whether to fine-tune the content style.
Q2: I have multiple interests in content. Can I post them mixed together?
A: Yes, but it is recommended to form a brand tone around a main line. Mixing too much may make fans and the system "lost".
Conclusion: Content transformation ≠ starting from scratch
The creative path is constantly changing, and content adjustments are natural and necessary. But as Mosseri said, if you have accumulated fans and weight in a certain field, don't give it up easily. Through a delicate transition method, you can achieve a smooth transformation instead of "starting from scratch."
Have you ever tried to transform the content of your Instagram account? How about the effect?
