February 2026 S@MS Newsletter

The Era of Fewer Likes: Creators are experiencing an Instagram “like recession,” driven by shifts in user behavior and an algorithm that prioritizes shares and saves over likes. As a result, 100 likes is now considered the new 1,000, and success on Instagram is better measured by shares, reach and real impact rather than likes alone.

Top Social Media Conferences for 2026: Looking to grow as a social media pro? Check out this roundup of this year’s top social media conferences focused on learning, networking and industry trends.

TikTok Uninstalls Spike: U.S. users deleted TikTok at a much higher rate after the app’s transfer to U.S. ownership, with uninstalls jumping nearly 150% in just a few days. While overall usage hasn’t dropped significantly, the surge reflects growing user concerns and rising interest in alternative platforms.

Three-Minute Reels: Instagram now lets users post Reels up to three minutes long, expanding from the previous 90-second limit and giving creators more room for storytelling, tutorials and deeper engagement. The change reflects Instagram’s push to offer more flexible content formats while still focusing on short-form video.

1. The Conversational Carousel: Think of this like a Reel, just in swipe form. Take a voiceover script or key talking points and break them into short, conversational text across photos or video slides using native Instagram fonts. Start with a strong hook on the first slide, then guide viewers through with casual copy that feels natural and easy to swipe. We loved the Nude Project's and Fishwife’s take on this carousel format.
2. The Year of Whimsy: Whimsical content is all the rage, making it a great time to add colorful visual flair to your content. Whimsy can show up through romanticizing day-to-day life, using playful descriptor words in captions or adding lighthearted emotion to visuals. We love how Girlboss brings this to life through colorful, relatable carousels, and how University of North Carolina at Chapel Hill leans into whimsy by highlighting the most magical places on campus.
3. Follow-the-Swipe: Keep your audience attention on Instagram! Use the first slide of your carousal to tell viewers how to swipe or scroll, and make that action part of the post. Gamified carousels guide people through a playful experience that keeps them engaged and encourages them to keep swiping. We loved how XBox and Dunkin' use this format to hold attention from start to finish.

Samantha Yehle said it. We couldn’t scroll past it. Posting it here felt right.

We all need inspiration. Here are a few accounts that may spark new ideas. 💡

1. Grillo's Pickles: It’s chaotic, non-aesthetic and undeniably fun, which is exactly why it works. Grillo’s keeps audiences on their toes with interactive carousels, human-forward short-form video and content that seamlessly ties their product into playful, scroll-stopping moments.
2. Amtrak: A brand that jumps on trends quickly and adapts them to fit its brand voice. Through cartoon-style videos, fact-driven carousels and behind-the-scenes content, Amtrak consistently offers new perspectives on the brand while reinforcing its message of convenient, accessible travel.

Does your carousel have a strategy? As Instagram’s algorithm continues to evolve almost daily, Rachel Karten explains why carousels are becoming one of the platform’s most effective formats for brands and not just a dumping ground for leftover images.

She breaks down how to take advantage of carousels’ unique visibility opportunities, sharing why they have more chances to be seen and re-seen than other post types.

Use data to drive you forward! Sprout Social just dropped their 2026 Social Media Content Strategy Report. Take a look at data from 2,300+ consumers and insights from marketers to help guide where and how to invest your social efforts this year.

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