Last Tuesday morning I walked past a small pizza shop in the city. The owner was standing right in the front window. He was tossing a large piece of dough high into the air. He spun it on his finger and caught it behind his back. A crowd of people stopped on the sidewalk to watch. They clapped. They cheered. They took photos with their phones. It looked like he was the most popular man in town.
I stood there for ten minutes. I watched at least fifty people stop and smile. But when I looked inside the shop, something was wrong. The tables were empty. The oven was cold. Not a single person from that crowd walked through the door to buy a slice. The owner was winning the crowd but losing the business. He had all the attention but no sales.
This is exactly what is happening on Instagram right now. We see business owners tossing digital dough every single day. They post pretty pictures and get hundreds of likes. They feel like stars because the numbers are going up. But their bank accounts stay the same. They are falling into a trap. They think a "like" is the same thing as a customer. In 2026, that simply isn't true anymore.
Key Points
- Instagram likes are now seen as the lowest form of engagement.
- Saves and shares tell the algorithm that your content has real value.
- A small audience that buys is better than a big audience that just watches.
- The algorithm rewards posts that keep people on the app longer.
- Meaningful comments are worth ten times more than a double tap.
1. Likes are a one-second action
It takes almost no effort to like a post. You can do it while you are half asleep. You can do it while you are walking the dog. Most people double tap and forget what they saw two seconds later. Because it is so easy, the algorithm does not give it much weight anymore. It knows you aren't really paying attention. It treats a like as a polite nod from a stranger. It is nice, but it doesn't mean they want to be your friend or buy your product.
How to fix it: Stop asking people to "like if you agree." Instead, ask them a question that makes them stop and think. You want them to pause their scroll. If they spend ten seconds reading your caption instead of one second liking your photo, you win. The more time they spend with you, the more the algorithm trusts you.
2. The algorithm cares about "Time Spent"
Instagram is a business. They want people to stay on their app for as long as possible. If your post makes someone leave the app or scroll past quickly, Instagram won't show it to others. Likes don't keep people on the app. They are a quick "hit" and then the user moves on. In 2026, the algorithm tracks how many seconds a user looks at your post. This is called "dwell time."
How to fix it: Use carousels. These are the posts where people have to swipe left to see more. Every time they swipe, they are spending more time with your brand. Write longer captions that tell a story. If your content is worth reading, people will stay. That tells Instagram your content is "high quality."
3. Saves tell Instagram your content is a resource
When someone saves your post, they are saying they want to see it again. It means your post was helpful or inspiring. This is a very strong signal. It is the digital version of someone clipping a coupon or saving a business card. Instagram sees a save and thinks, "Wow, this post is actually useful." They will then show it to more people who look like that user.
How to fix it: Create "cheat sheets" or lists. Give away a secret tip that your audience can use later. If you run a gym, post a 5-minute workout. If you run a clinic, post a list of foods that help with sleep. When you give away value for free, people will save it so they don't lose it.
If you are tired of chasing likes and want a system that actually grows your business, you can book a 30-minute call with me. We can look at your strategy together.
4. Shares are the best form of free ads
A share is a personal recommendation. When someone sends your post to a friend, they are doing your marketing for you. It is the highest form of trust. In 2026, the "Share" button is the most powerful tool you have. A post with 10 shares and 10 likes is much better than a post with 100 likes and 0 shares. The shares bring in new people who have never heard of you.
How to fix it: Write things that people want to be associated with. People share things that make them look smart, funny, or kind. If you share a deep truth about your industry, your followers will share it to show their friends they agree. Make your content "shareable" by focusing on big ideas, not just your products.
5. The Like button is a habit, not a choice
Most people like posts out of habit. They see a friend’s face and they tap. They see a cute dog and they tap. This is why "vanity metrics" are a distraction. You might have 500 likes, but 450 of those people didn't even read your caption. They just liked it because they know you. That won't grow your business. You need to reach people who don't know you yet.
How to fix it: Look at your insights. Don't look at the heart icon. Look at the little paper airplane and the bookmark icon. Those are the numbers that tell you if you are actually reaching new people. If those numbers are low, you need to change your message.
6. DMs are where the money is made
You can't pay your mortgage with likes. You pay it with sales. Most sales on Instagram start in the Direct Messages (DMs). When someone leaves a comment and you reply, you start a conversation. That conversation moves to the DMs. That is where you build real trust. A like is a wall, but a comment is a door.
How to fix it: Reply to every single comment. Even if it is just a "thank you." Try to turn every comment into a question. If someone says "Great post," ask them "What was your favorite part?" This starts a dialogue. It makes you a real human, not just a logo on a screen.
7. Comments build trust faster than likes
Imagine walking into a store where the owner just stands there and nods at you. That is what a "like" feels like. Now imagine walking into a store where the owner says, "Hey, I saw you were looking at that jacket, it's actually handmade!" That is what a comment feels like. Comments show that there is a community around your brand.
How to fix it: Use the "Social" part of social media. Spend 15 minutes a day commenting on other people's posts in your niche. Don't just say "Cool!" Give them a real compliment. When you show up in their comments, their followers see you too. It's a great way to get noticed without spending a dime on ads.
8. High likes with low sales is a broken funnel
I have seen accounts with 50,000 followers and 2,000 likes per post that are struggling to stay open. I have also seen accounts with 500 followers and 20 likes per post that are making six figures. The difference is the "funnel." A like is at the very top of the funnel. It's the "awareness" stage. If you don't have a way to move people from a like to a lead, the likes are useless.
How to fix it: Make sure your bio has a clear path to follow. Don't just list your services. Tell them what to do next. "Click here to get my free guide" or "DM me the word PLAN to start." Give them a reason to take the next step.
9. The Dough-Tossing trap
This goes back to my pizza shop story. Don't spend all your time making "fancy" content just to get attention. Content should serve your business. If your content is too broad, you will get likes from people who will never buy from you. If you are a plumber, you don't need likes from people in another country. You need saves from people in your city who might have a leak next week.
How to fix it: Be specific. Talk about the problems your customers have. Use the language they use. It is okay if your "like" count goes down. If the people who are liking your posts are your actual target customers, you are doing it right.
10. Focus on the few who care
In 2026, the internet is a noisy place. Everyone is shouting. The best way to win is to speak quietly to a specific group of people. Building a small, loyal community is much better than having a million followers who don't care. The people who care will save your posts. They will share your videos. They will talk about you at dinner. Those are the people who grow your business.
How to fix it: Be yourself. Don't try to be "professional" and boring. Share your mistakes. Share your wins. People want to buy from people, not corporations. When you show your true personality, you attract the right people and push away the wrong ones. That is exactly what you want.
At Hayes Advertising, we don't care about making you "famous" for no reason. We care about building systems that actually bring in money. We want to make sure your "oven" is hot and your tables are full. If you want to see more of our thoughts on this, you can check out our blog category page.
Instagram has changed a lot over the years. The things that worked in 2020 don't work in 2026. You can't just post a photo and hope for the best. You need a strategy that focuses on real human connection. You need to focus on the metrics that actually matter. Stop counting hearts and start counting conversations.
If you want to stop guessing and start growing, I am here to help. We can look at your current social media and find where the gaps are. We can turn your Instagram from a "dough-tossing" show into a real sales machine. It starts with one simple conversation.
You don't have to do this alone. Marketing is hard, but it's a lot easier when you have a plan that works. Ready to get started? You should book a 30-minute call with me today. Let's make 2026 your best year yet.
