Why does Instagram prioritize 'friends' content, and what does that mean for artists?

Instagram’s goal is to become the number one place for friends to connect, because they know that when people use the platform to connect with friends, they spend more time in the app, leading to better business metrics. Instagram constantly emphasizes features around friends, messaging, sharing within friend circles, and connecting with people you care about. For artists, this means you cannot succeed by acting like a business. Nobody wants to be friends with a business—they want to be friends with human beings. You must present yourself as a person people can connect with, not just a vendor selling products. Share personal content that allows people to feel like they know you, and the platform will reward you with better reach and engagement.

Asked by an artist trying to understand Instagram’s direction · Answered by Patrick Shanahan · art-marketing-podcast · 2025-08-20