Observed Signal · Jan 13, 2026 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
What’s Behind Instagram Like Crash in 2026
Instagram is shifting away from likes as a primary success metric, emphasizing signals such as shares, saves, and private forwards. Creators report a pronounced decline in visible likes, even when posts receive substantial views, a trend described as a 'like recession.' Instagram has long indicated that likes are not the key ranking signal, with Mosseri noting in 2024 that shares per reach now influence algorithмic prioritization. The 2026 strategy further deprioritizes the polished, high-gloss feed in favor of authenticity and discovery, while Stories remain effective. The platform is expanding Creator tools, including the Edits Insights Tab, which enables Reels comparisons, skip-rate analysis, and AI-assisted comment analysis. Industry voices such as rethink’s Tim David Pankonin are cited to illustrate a broader shift toward engagement signals beyond likes as measures of growth.
Major platform feature update impacting engagement signals and algorithm (Instagram 2026 strategy).
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Key Takeaways & Evidence Grounding
- Instagram states that likes are no longer a decisive ranking signal; shares per reach and private sharing are now key signals.
- Creators report a decline in like counts (a 'like recession'), even for posts with high view counts.
- Instagram’s 2026 focus shifts toward authenticity and discovery; high-gloss feeds lose priority while Stories remain effective.
- Edits Insights Tab released to compare Reels, analyze skip rates, and AI-analyze comments.
- Adam Mosseri indicated in 2024 that likes do not drive the algorithm; engagement relies more on shares and reach.
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ADWEEK Opens Submissions for 2026 Agency of the Year
ADWEEK has opened entries for its 2026 Agency of the Year awards, inviting agencies of all sizes to submit work across multiple creative and media categories. For the first time the program adds specific media and performance marketing categories (Global, U.S., Independent Media, and Performance Marketing Agency of the Year). Entries will be judged by ADWEEK’s editorial team on business results, creative/media strategy, talent development, leadership, innovation and impact. Early-bird, standard and extended submission deadlines (with tiered fees) run from July 17 through September 11, 2026. The shortlist will be published in October and winners will be announced in a December 8, 2026 feature; one winner will also design ADWEEK’s December magazine cover. Submission portal and contact details are provided on ADWEEK’s official site.
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