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A few months ago, I shared a carousel breaking down my lowest-performing Instagram posts lately. It was meant to be a behind-the-scenes peek, but the response was great. So many people said it was refreshing, helpful, and asked for a deeper look at both my best and worst Instagram content from the year.
So this week, we’re talking about the “worst.” And yes, that requires quotation marks, because as you’ll see, “worst” doesn’t always mean bad. In fact, some of these posts are the ones I value the most in my business!
This blog uses data from the last six months (Instagram won’t show me anything older right now), but that’s actually perfect timing because my content strategy shifted significantly during that period. So this window gives a true look at what performed and what didn’t. Let’s take a look!
What “Worst Performing” Content Actually Means
Before we dive into patterns, here’s the truth: I don’t get too emotional about low-performing posts anymore. Sure, every once in a while I’ll think, “Hmm, that one could’ve done better.” But when you post consistently, you quickly learn that not everything will hit. And that’s okay!
This is especially true if you’re a business owner, not a content creator. Content creators measure success through engagement. Business owners measure success through conversation, trust, and sales.
So when you’re evaluating your own Instagram content performance, remember:
- A low-performing post isn’t automatically a failure.
- It might still be doing important work in your business.
- And sometimes your most meaningful content will never be your highest performing content.
What My Lowest-Performing Instagram Posts Had in Common
After reviewing the data, my “worst” Instagram posts shared several clear traits. And spoiler: none of them are deal-breakers, just useful information.
They were all reels
Reels were also my highest-performing format… so this isn’t “reels are bad.” It just means format alone doesn’t determine success.
Most were talking-head reels
Me, facing the camera, speaking directly, less movement and visual interest. These take more focus to watch, which naturally lowers reach.
They were longer
Think 45–90 seconds instead of a quick five-second B-roll clip. Longer videos require more viewer commitment.
They had softer hooks
Didn’t include as many punchy one-liners or “hooky” text on screen. These reels warm up slowly, which can impact watch time.
Several were from my series The Consistency Cure
This is content that resonates deeply with people, but quietly. It’s not necessarily “performative content.” But it IS relationship-building content.
Some didn’t include me on screen
One low performer used espresso B-roll and a Threads screenshot. These visuals feel more generic and less scroll-stopping.
So yes, statistically, these ranked low. But functionally? They’re doing exactly what they need to do.
Why I’m Not Stopping This Type of Instagram Content
Even though many of these reels didn’t perform well on paper, they’ve sparked some of the best conversations in my DMs, inside my programs, and even in real life. So here’s why I’m keeping this style (specifically talking head reels like The Consistency Cure series) in my strategy:
They build trust
Talking-head content is slower, deeper, and more thoughtful. It attracts people who want to learn, not just scroll past something funny or trendy.
They nurture warmer audiences
Your most committed followers care about longer content. They want to hear you talk, teach, and explain. This content is for them.
They strengthen thought leadership
Quick B-roll reels get attention. Talking-head content builds authority. Both matter. They just do different jobs.
They serve a business purpose beyond engagement
A 60-second reel about consistency might not hit 10k views…but it might be the reason someone joins my program, Rebrand, or books a brand session.
How I’m Using My Worst-Performing Content to Improve My Instagram Strategy
Low performance doesn’t mean automatically mean “scrap it.” It usually means get curious and “tweak it.” Here’s how I’m thinking about improving this type of content:
Strengthen the hook
This alone could change the performance of longer reels. Hooks can be verbal or visual:
- Adjusting the camera
- Sitting down mid-clip
- A bolder text hook
Add more visual movement
Instead of one static talking-head shot, experiment with:
- B-roll cutaways
- Voiceovers
- Scene changes
Try alternate formats
Some ideas translate better as:
- Carousels
- Text-only reels
- Short B-roll moments
- Emails
- Blog posts
Revisit the angle, not the topic
Sometimes the message is great, but the entry point needs a refresh. I know for The Consistency Cure that it’s a big thing my audience struggles with, so I don’t necessarily want to pivot away from the topic of consistency. But the angle I come at it from could be adjusted to catch more engagement.
How You Should Look at Your Own “Worst” Instagram Content
If you want to improve your Instagram content, your lowest-performing posts are still one of your best data sources.
Ask yourself:
- Does this content support my business goals?
- Does it build trust, even if it didn’t get high reach?
- Did it start conversations or lead to inquiries?
- What small tweaks could make it stronger?
- Is this content serving my warm audience, even if it doesn’t rank well?
- Do I enjoy making this content to serve my people?
Sometimes the content that “performs the worst” is doing the deepest work behind the scenes. And that’s worth keeping in your strategy.
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