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As we round out the year, I thought it would be fun to break down my best Instagram content from the last several months, and more importantly, the patterns I noticed in what actually performed well.
A few months ago, I shared a carousel full of content that totally flopped, and so many of you said it was helpful to see. Naturally, it made sense to follow it up with a deeper look at the posts that did do really well. Even though I love Instagram and have been using it actively for years, this year brought a lot of shifts in my business, my content, and how I approach the platform (especially after hiring my social media manager, Jaden).
These posts are technically from the last six months (thanks to Instagram glitching on my older insights), but this timeframe lines up almost exactly with when my content really started to gain traction. So I feel confident these represent the best content I created this year.
Before we get into the big takeaways, here’s one quick reminder: Instagram is still my biggest source of lead generation. Even with a strong email list and a website I’m proud of, the majority of my students and clients continue to find me on Instagram first. That’s why looking at what works (and doing more of that) still matters so much. Now let’s talk about what I found!
Here are the five things I noticed when it came to my best Instagram content this year:
A Mix of Reels and Carousels Performed Best
One of the biggest questions I get is: “What’s the best format to post on Instagram?” And based on my top-performing posts… there isn’t one.
Reels and carousels were both strong performers. Of my top 12 posts, eight were reels and four were carousels. Instagram clearly likes when creators switch things up instead of sticking to the same format over and over.
The takeaway: Don’t pigeonhole yourself into only reels or only carousels. Instagram favors variety, and most of us benefit from using a mix.
My Most Casual Content Outperformed Everything Else
My best content by far was the casual stuff. These posts typically included things like:
- B-roll of me at my desk in workout clothes
- Coffee-making clips
- Simple mirror selfies
- Me shooting a brand session
- Touches of daily life
- Text dropped onto basic, unedited photos
Meanwhile… the content I spent the most time designing? The fancy templates? The polished graphics? They didn’t do as well. Casual, organic, “this took me 30 seconds” content outperformed anything overly produced (and I’ll talk in next week’s episode about how that trend also showed up in the worst performing content).
The takeaway: Not every post needs to be perfect, or even cute. The simple stuff is often the best performing Instagram content because it feels human and unfiltered.
I Used a Lot of “I” Language… But Always Made It Relatable
Another pattern across my top posts: they were written from a first-person perspective. But they weren’t just about me or for me. They used my stories, my experiences, and my lessons as a bridge into something the viewer cares about.
An example is, “Here are my camera settings as a brand photographer” or “Here’s what I’d post this week if I wanted to book another brand session.” I’m sharing my knowledge and inviting people into my world, but I’m also connecting it back to their world.
If the post didn’t use “I” language, it was still aimed at being a relatable post or share something that others could connect with.
The takeaway: Your stories matter, but the magic happens when you show your audience why they should care.
My Best Instagram Posts Touched on Some Kind of Hot Topic
Now, when I say “hot topic,” I don’t mean shock value or controversy for the sake of it. I mean nuance, opinions, or things people naturally pay attention to.
For me, that looked like:
- A political post that sparked engagement
- Honest thoughts on pricing
- Conversations about flash
- Commentary on things happening in my city among photographers (and being “affordable”)
Nothing wild, but topics people have opinions about, and places where I’m willing to share mine. This was a big shift this year. I used to keep my stronger takes on Threads and let my Instagram feed stay lukewarm. But lukewarm content doesn’t draw in the right people or reflect who I really am.
The takeaway: Your audience is allowed to know what you think. In fact, it makes your content more fun, more human, and more magnetic.
My Best Performing Posts Skewed More Personal
Not in a “let me tell you everything about my personal life” kind of way. More along the lines of:
- behind-the-scenes updates
- thoughts about where my business is going
- reflections on the year
- sharing milestones (like $1M booked inside Rebrand),
- and letting people peek behind the curtain
People genuinely like cheering you on! They like seeing the process and knowing what’s going on under the surface, especially when you connect it back to something meaningful for them.
And yes, sometimes it feels self-indulgent. But it also builds trust, and it breaks up the “book more brand photography”-style content with things that feel real and human.
The takeaway: Share more of you. Not everything, just enough to let people feel connected and invested in the journey.
Final Thoughts on My 2025 Instagram Wrap-Up
Pulling the data together and what I’ve seen from my best Instagram content this year, here’s the big picture and my advice going forward:
- Use a mix of formats
- Don’t overthink your visuals
- Tell stories from your perspective
- Share opinions and nuance
- Let people in behind the scenes
If you want to create the best Instagram content, it doesn’t need to be fancy. It just needs to be real, relatable, and rooted in your actual life and expertise.
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