- It’s generally better to stick with your current account when pivoting content on Instagram rather than starting fresh, says Mosseri.
- Archive old content, communicate changes to followers, and test new content with trial Reels.
- Starting a new account means losing your established algorithmic identity and trust with audiences.
- If your new content is drastically different, a new account might be necessary, but it’s a challenging road.
- A smooth transition helps retain engagement and allows Instagram’s algorithms to adjust and recommend your new content effectively.
Instagram’s Chief, Adam Mosseri, has shared valuable advice for creators considering a shift in their content niche. With many creators contemplating whether to start fresh with a new account or pivot their existing one, Mosseri’s insights help clear up the dilemma.
In this article, we'll go over why keeping your current account might be the best move for creators looking to switch content focuses without losing engagement.
The Dilemma: New Account vs. Existing Account
When shifting to a new content direction, creators face the challenge of deciding whether to start fresh with a new account or pivot their existing one. This decision can significantly impact their growth and engagement on Instagram.
Starting Fresh: The Appeal of a New Account
A new account offers a clean slate—perfect for creators wanting to fully embrace a new niche or brand identity. On the surface, this seems like the ideal choice, as it allows for:
- Complete freedom to redefine the brand and content approach.
- No past content to explain or workaround.
- A chance to innovate without being tied to previous content expectations.
But is it really that simple?
The Hidden Costs: Losing Algorithmic Momentum
While a new account may sound appealing, it comes with significant drawbacks. Here's why:
- Losing Algorithmic Identity: Your current account has a strong algorithmic identity built over time. Instagram uses this to recommend content to your audience, based on their behaviors and interests. When you start a new account, you lose all of this data and the trust Instagram has built in understanding what your followers like.
- Starting From Zero: No audience, no engagement history, and no data means a slower growth process. You lose all the trust and signals accumulated over time, making it difficult to draw in followers right away.
So all in all, there are certain drawbacks to starting fresh, including:
- No established audience.
- No engagement history to build upon.
- Harder to attract followers who trust your content.
The Value of Retaining Your Existing Account
Switching to your existing account, while it may seem like a big change, keeps the momentum you’ve built with your followers. Instagram’s algorithm will continue to recognize your content, which means you can:
- Maintain audience signals from your current followers.
- Benefit from the trust already established between your profile and your followers.
- Leverage algorithmic data to attract and retain your audience even as you pivot.
The bottom line? Instead of starting fresh, Mosseri recommends a smoother transition using your existing account, as it retains the hard-earned momentum you’ve developed. This allows for a more organic shift to a new niche, without losing the audience you’ve already cultivated.
Mosseri’s Tips for Smooth Content Transition
Instead of abandoning their current account, Mosseri advises creators to transition their content carefully. Here are some key steps:
- Archive old content: Remove content that doesn’t align with the new niche to avoid confusion.
- Communicate changes: Post an announcement video explaining the content pivot to your followers.
- Test new content: Use trial Reels to explore the new content direction and gauge audience interest.
- Transition gradually: Avoid a drastic switch overnight; make changes gradually to ease your followers into the new direction.
Understanding Instagram’s Algorithm and Engagement
Instagram’s algorithm is finely tuned to match creators’ content with user interests, so a shift to a different niche can confuse the system. If creators pivot too quickly, their content might not be recognized by the algorithm, resulting in a drop in engagement and reach.
By sticking with an existing account, creators can maintain their audience signals, which Instagram uses to better recommend their content to the right users.
When Should Creators Consider Starting Over?
Mosseri acknowledges that there are situations where a fresh start might make sense. If the content pivot is extremely drastic and no longer aligns with the old niche or audience, creating a new account could be a better option.
However, it’s a difficult path since a new account lacks the momentum and trust that the original one has built.
Check out the Unlockable Reels Are Now Live on Instagram: Here’s What Marketers and Creators Need to Know
Finding the Best Approach for Your Content Strategy
Switching niches on Instagram doesn’t have to mean starting from scratch. Mosseri’s advice is clear: unless the change is drastic, it’s better to pivot your existing account, archive old content, and test new directions.
By doing so, you maintain your audience engagement, trust, and algorithmic momentum. Creators can navigate niche changes successfully with a thoughtful transition, keeping their content fresh without sacrificing the hard-earned visibility of their original account.
