Instagram: What do the Changes Mean?

WHAT’S CHANGED?

Facebook changed its posting system to an algorithmic feed in 2009. This meant that rather than seeing everything posted by everyone you’re friends with in a chronological order, you only see what Facebook thinks is most relevant to you. When Facebook did this back in 2009 people voiced their outrage. So will making the same changes to Instagram cause the same reaction to the platform’s 300 million users?

WHY HAVE THE CHANGES BEEN MADE?

Since the launch of the algorithm, some have heralded it as ‘one of the most annoying features’ of Facebook, but Instagram assure us that the change has been made with the best interests of the user in mind – personalising our online experience.

Instagram’s statement clarified that the changes would only affect the ordering of posts, not whether they appeared at all: “All the posts will still be there, just in a different order”.

Kevin Systrom, the co-founder and CEO of Instagram, said that “On average, people miss about 70 per cent of the posts in their Instagram feed. What this is about is making sure that the 30 per cent you see is the best 30 per cent possible.”

IS THIS REALLY WHAT USERS OF INSTAGRAM WANT?

For people who use Instagram to look at friends’ and family’s profiles, this change may be beneficial as posts won’t be missed through irregular use of the platform. However, for people who use Instagram more regularly, using it for inspiration, to sell their products and for those who shot to Insta-fame, the changes may mean they are now at a disadvantage.

Drops in engagement, including likes and follows, have already been reported by many brands. And with no guarantee surrounding the number of people seeing your posts, it could affect how much those who make money from the platform can ask from advertisers.

The change could also be an issue for brands, because although follower numbers will continue to increase, engagement is no longer a given. Follower count will become less relevant, and brands will need to work harder to create more engaging content to keep users clicking; otherwise, the relationship between the two will drop, and so will the opportunity to appear at the top of users’ feeds.

The way smaller companies and brands are attempting to combat this and to ensure their posts are still seen, is by asking all their current followers to turn on their notifications so that they will be notified each time they have posted something new, this spiked the campaign #turnmeon which many celebrities even joined in on.

HOW CAN YOU KEEP YOUR AUDIENCE ENGAGED?

Use Quality Images

Quality Images

Instagram is a visual platform, and if you’re not up to the standards, you are not even in the engagement race.

Post Regularly

Post regularly

Providing content regularly is key to keeping your Instagram engagement rates high. You need to keep your followers looking forward to something new.

It is recommended that you post every day or at least 5 or 6 times per week. That’s a bare minimum.

On the other hand, you shouldn’t post too much. Somewhere between 3 and 5 times per day is the maximum.

According to a study from CoSchedule, the best times to post on Instagram are:

  • Monday and Thursday at any time other than 3–4 p.m.
  • Videos any day at 9 p.m.–8 a.m.
  • Experiment with 2 a.m., 5 p.m., and Wednesday at 7 p.m.

Use Hashtags That Are Relevant To You

hashtags

You only have one chance to get your image noticed in the grid before it quickly gets lost.

Your hashtags should be specific and related to your business. Don’t choose the hashtags that have millions of posts related to them.

Interact

Interact

When someone comments on your post, always respond. Always write back.

Responding shows how much you value your followers and your community.

Promote Your Account on Your Other Platforms

Promote on other accounts

If you have Twitter, Facebook, YouTube as well and Instagram, make sure you connect all of these to spread your content.

Mention your Instagram account on your website, in your blog posts, and even on your printed materials.

Give your followers on other networks a sample of the great content they will only find on your Instagram account.

Only time will tell if this new way of feeding information to Instagram users will work as it has for Facebook.

But what is the bigger picture? Instagram is now home to a lot of brands. So, are we now seeing the beginning of a move towards monetising Instagram, where organic reach will be limited and posts will need to be boosted to ensure they reach larger audiences? Or, will we be able to pay to get our content posted on specific audiences’ feeds, like on Twitter?. Let us know what you think, tweet us @EDGE_Creative.

How to use Facebook Advertising to Get Your Business Seen

With Facebook’s organic reach hitting an all-time low and with recent reports declaring a hard cap at just 16%, it’s now more important than ever to make sure you’re amplifying your content so those valuable likes you’ve earned don’t go to waste!

Find out how to make sure your advertising is effective and on budget here:

1)      Set Budget Limits – Facebook can be a little cheeky with how much budget it spends and when. Make sure you’ve set a maximum budget so you don’t get any unexpected bills.

2)      Be Creative – It’s not news that Facebook users don’t want to see promotional content on their feeds. Be creative with your promoted posts and add value for users, and it will really draw them to a page like or link click.

3)      Target Your Audience – Facebook offers many options for targeting, and at first it might seem sensible to target your current audience and their friends; however, Facebook’s targeting option is a much wiser bet! This allows you to filter your specific target audience by location, age, gender and even interests.

4)      Who, What, Where and WHEN – Timing is key, be sure to identify the right time to tap into your user base, early morning and early evening are the most active times on social media. So, unless your industry requires it, there’s not a whole lot of point in having your ad run through the night! To avoid this, use the lovely pause button that Facebook has at hand to manage your ad easily!

Get in touch to find out how EDGE can help you create a great social media campaign to get your message heard.

EDGEUCATION

Team Members Involved on this Project

Karen Karen
Jessica Jessica
James James
Ellena Ellena
Lou Lou
Laura Laura

SUMMARY

At EDGE Creative, we’re committed to nurturing the next generation of digital marketers and creatives. Through our apprenticeship programmes, marketing work experience opportunities, and partnerships with institutions such as BMet College, Birmingham City University, and the Sandwell Family of Colleges, we give young people the chance to gain hands-on experience, build confidence, and develop the skills they need to take their first steps into the industry. It’s a way for us to support early careers while also strengthening the local job market.

WHAT WE DO

Through our placements and internships, students and graduates get the chance to build real-world skills across a range of areas from long-form content writing and social media copy to campaign planning and delivery. Interns work closely with our team, shadowing individuals in different departments, contributing to live client projects, and getting involved behind the scenes on content shoots and digital campaigns. We also support their professional development, offering advice on sharpening LinkedIn profiles and preparing for life in the creative industries.

We’re also proud to work closely with educational partners like Birmingham City University (BCU), Sandwell Family of Colleges, University College Birmingham (UCB) and Birmingham Metropolitan College (BMet), helping to make sure students get the kind of learning that reflects what it’s really like to work in a creative agency. From supporting course content to helping shape prospectuses and marketing materials, we’re passionate about bridging the gap between education and employment.

Find out more about our partnerships and education initiatives.

HEAR FROM OUR PREVIOUS PLACEMENTS

Curious about the impact of our work placements? Hear what past participants have to say about their marketing work experience with us.

“I’ve really enjoyed my time at EDGE. the atmosphere is professional and friendly, which made it really easy for me to settle in straight away. I would highly recommend an internship to anyone as it offers a real-life experience of being in a real working environment. This opportunity has been invaluable to my future career as a Graphic Designer.”

RUBY

“I’ve had a great time working with the team at EDGE. My time here has given me valuable insight into the industry and a deeper understanding of the various elements of marketing. Everything I’ve learnt here will be incredibly useful for my degree and future career.”

MAIREAD

“During my internship, I worked closely with the team, making the experience really hands-on through shadowing and gaining an understanding of how the agency works. I was also able to visit client sites and see content production first-hand, giving me a behind-the-scenes look at the creative aspect of digital marketing. The team also prioritised employee wellbeing through frequent team-building activities, making it a friendly environment.”

MIA

“EDGE’s commitment to helping nurture the next generation of professionals has made a significant impact on our students’ educational journey. The hands-on experience and insights they gained while working on this project are instrumental in shaping their future careers. We have received overwhelmingly positive feedback from the students regarding their placements, highlighting the supportive learning environment and the practical skills they have developed under your guidance. The dedication to mentoring and fostering their growth is deeply appreciated.”

DENISE HOPKINS

Birmingham Metropolitan College

What we can do for you

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International Synergies

Team Members Involved on this Project

Lou Lou
Ellena Ellena
Ryan Ryan
Jon Jon

SUMMARY

International Synergies’ vision is to lead the transition to a global circular economy by helping governments, regional agencies, and private sector clients implement actionable and sustainable carbon-cutting initiatives.

Through their work, they play a crucial role in transforming the global economy from linear to circular, leading the way to a sustainable and carbon-free future across all sectors, from food manufacturing to infrastructure.

THE TASK

ISL approached us to strengthen their brand visibility and reputation as a global innovator in carbon-cutting technologies across both the public and private sectors.

With a growing international footprint and a 20-year legacy, they required a refreshed identity that reflected their expertise in sustainability and clearly set them apart from emerging start-ups. This included a strategic overhaul of their communications and a new website that showcased their values, legacy, and future ambitions. 

Sustainability was central to the brief and needed to be reflected throughout, including in our graphic design and printing services, to deliver a suite of eco-conscious marketing materials that would help ensure visual consistency across all channels.

THE RESULT

We led a full rebrand, delivering a new identity grounded in sustainability and designed to reflect ISL’s experience and ambition. As part of this, a full set of brand guidelines was developed to maintain consistency across all touchpoints, reinforcing their professionalism and credibility.

Our work included designing and producing a cohesive range of print and digital assets, from brochures and business cards to banners and presentation decks, through our expert graphic design and printing services. All marketing materials used FSC-certified paper and low-ink, minimalist designs to reduce environmental impact.

A key deliverable was their new website – a clean, intuitive platform that clearly communicates ISL’s services, showcases their most impactful case studies, and supports stakeholder engagement. The site plays a central role in their marketing efforts, particularly around their leadership in renewable energy and circular innovation.

As a result, ISL now has a unified brand identity and a compelling online presence, enabling them to engage national and global audiences with confidence. Our marketing for renewable energy approach has positioned ISL as a trusted voice in sustainability, better equipped to lead conversations, build partnerships, and drive long-term impact.

SEE THE WEBSITE LIVE
phone and desktop computer showing a website.
Mock-up image of presentation slides.
Brochure facing outwards.
Brochure showing inner contents.

It’s been a real pleasure working with the team at ISL. From shaping their brand to building their website and print materials, every part of the project reflected their passion for sustainability. It’s great to be part of something that has a real purpose behind it.

Ellena Yapp

Account Manager at EDGE Creative

What we can do for you

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May Business Consulting

Team Members Involved on this Project

Lou Lou
Ellena Ellena
Ryan Ryan
Jon Jon

SUMMARY

May Business Consulting (MBC) is an international business consultancy that helps organisations across the UK and Spain
to grow, transform, and achieve peak performance. They solve business issues quickly, affordably and with lasting impact by offering experienced full-time and independent consultants,
in-house Partners and a powerful sourcing capability.

THE TASK

With a growing audience across two markets, future growth goals and a desire to reflect their evolving identity, MBC was looking to refresh and futureproof their brand. They also wanted to streamline the website and create assets and strategies that their team could confidently
run with to improve their online presence.

Although they had a new website, the translation functionality wasn’t working as they’d hoped. They wanted to improve its performance and make it easier to edit translations between English and Spanish, bring the website in line with the new branding and ensure it was easy for their team to manage in the CMS.

They were also looking to increase their visibility, grow
their audience and improve engagement on LinkedIn utilising both the personal profiles of their leadership team and their company page. They were looking for a strategic approach that considered how to best manage their
two audiences, their clients and prospects in the UK
and in Spain.

Their overall focus was on bringing clarity to their messaging, refreshing their visual presence, and creating a more consistent experience across all touchpoints, both internally and externally.

THE RESULTS

As specialists in digital marketing for business consultants,
the project focused on delivering a creative and modern brand refresh. Additional colours were introduced to breathe life into the brand, complimented by more contemporary typography and a reworked logo – all while maintaining the core elements of their existing identity.

Full brand guidelines and a toolkit of branded marketing materials were delivered as part of this project to ensure consistency across all marketing communications. These included brochures, banner stands, presentation templates, business cards, and a refreshed email signature, enabling the client to present a professional image at every touchpoint.

The website was streamlined to ensure both language versions were fully aligned and easy to manage within the CMS. We also improved the translation plugin functionality, ensured it was compliant with new EU rules, and integrated Google Analytics so the team could measure success
moving forward.

A targeted LinkedIn strategy was also implemented, covering both the company page and key leadership profiles. By splitting the presence into two regional pages – UK and Spain – it allowed for more targeted messaging, which would in term drive more audience engagement.

To support long-term success, bespoke LinkedIn training was delivered to the MBC team. We also set up a brand kit in Canva, which included brand colours, imagery, fonts and logos. We also exported LinkedIn graphics from InDesign and built these in Canva as editable templates. These assets allowed the team to manage their digital presence in-house, with confidence and consistency, backed by a clear and strategic approach.

Mock-up image of presentation slides.
Brochure facing outwards.
Mock-up image of presentation slides.

EDGE have been fast, professional, and provided fantastic advice and output for our brand refresh and website upgrade. We know we can rely on them. Louise and the team will always be first on our list when we’re preparing our next campaign.

Richard Bowden

UK Partner at May Business Consulting

What we can do for you

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MADE Architecture

Team Members Involved on this Project

Lou Lou
Lydia Lydia
Ellena Ellena
Irina Irina
Sean Sean

SUMMARY

MADE Architecture is an architectural and interior design firm based in Solihull, with a passion for creating spaces that are both functional and visually stunning. 

Founded by Naveed Ahmed in 2010, the award-winning firm has earned a reputation for combining creative innovation with practical solutions, offering a range of services from architectural design to planning consultancy.

The MADE team are deeply committed to improving their local community. They regularly take on projects within the Birmingham area to help enhance the lives of the local community, such as the Islamic Centre of Britain, set to be one of Europe’s largest mosques.

THE TASK

MADE Architecture wanted to reach a bigger audience and raise awareness about their work, with a focus on showcasing their expertise in the architecture space. They were looking to not only expand their visibility but also connect with potential clients and industry professionals.

We were initially tasked with achieving these goals through the social media management of their TikTok, Instagram, and LinkedIn. As a social media marketing agency, we crafted a content strategy that aligned with these objectives, enabling them to build credibility, engage with their audience, and ultimately position themselves as leaders in the industry. 

Utilising our experience as an architectural marketing agency, we recognised that incorporating videography services and organising content filming days to capture their ongoing projects was an effective way to achieve their goals on social media.

Additionally, by integrating best practices in digital visibility, we supported their broader online presence through tactics such as public relations and search engine optimisation to maximise reach and impact. 

THE RESULTS

Over the past twelve months, we’ve seen a remarkable transformation in their social media presence. Not only have their follower numbers grown, so have their engagement rates – a result of our efforts in creating compelling content and implementing a strong social media strategy.

Alongside this, our work on search engine optimisation, has boosted their online visibility, with improved search rankings driving meaningful traffic. 

For example, between October 2024 and March 2025, website sessions increased by 141%, while engagement rates nearly doubled, rising from 24% to 49%.

Our overarching approach to marketing for architecture firms is all about creating a tailored strategy that speaks directly to the needs of their audience, and it’s been fantastic to see MADE Architecture thrive as a result.

KEY STATS / METRICS

“We opted to partner with EDGE Creative due to their esteemed reputation and history of success. Their stellar strategies and unwavering commitment to remaining at the forefront of industry trends deeply impressed us, leading us to believe that they were ideally positioned to enhance our online visibility. 

Our collaboration with EDGE Creative has been characterised by seamless coordination and consistently outstanding outcomes. Their team embodies professionalism and creativity, consistently exceeding our expectations. Thanks to their expert guidance, our company’s social media engagement and reach have experienced remarkable growth, directly contributing to tangible advancements and triumphs. We are unequivocally delighted with our decision to align ourselves with EDGE Creative.”

Zain Ahmed

Managing Director at MADE Architecture

What we can do for you

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Birmingham Hospice

Birmingham Hospice Logo

Team Members Involved on this Project

Lou Lou
Karen Karen
Lydia Lydia
Ryan Ryan
Ellena Ellena
Irina Irina

SUMMARY

Birmingham Hospice’s mission is to provide compassionate, expert end of life care for individuals living with terminal illness, as well as support for their families. With two sites in Birmingham and a range of community-based services, they offer vital support across the region.

Beyond their care services, Birmingham Hospice is deeply rooted in the local community, running a network of charity shops across the city and hosting a variety of fundraising events throughout the year. These efforts help ensure their essential services remain free for those who need them, relying on the support of the community to continue making a difference.

THE TASK

Our role was to bring Birmingham Hospice’s important mission to life on TikTok, a platform ideal for raising awareness and connecting with diverse audiences. They had previously been working with another agency, but wanted more guidance and support with creative and trending ideas to reach and engage a larger audience.

THE RESULTS

With the aim of creating effective content, our team writes a monthly content plan for four creative TikToks, which incorporate both videos and image carousels. Each of these includes a detailed breakdown of the TikTok and advice on the footage or images we required from the hospice prior to editing.

Collaborating closely with their in-house marketing team, we provide strategic guidance and recommendations that ensure the content aligns with analytics, trending topics, and upcoming events. This plan allows us to assemble the provided footage into professional and impactful TikToks, scheduling them to align with the audience’s most active times and amplify visibility.

Birmingham Hospice Starlight Memory Walk Poster

In just two months of TikTok management, the results saw a significant improvement in performance. After the first month, the number of followers increased by 27.9%, with a further 18.8% increase in the second month. An impressive average engagement rate of 5.2% across the two months far surpassed the platform’s charity accounts benchmark of 3.95%.

In terms of video performance, every TikTok posted during this period outperformed the average of 745 views for accounts with fewer than 5,000 followers. Some that particularly stood out were an emotional story that achieved 10.9K views and a TikTok trend with 12.1K views, both showcasing the effectiveness of leveraging popular sounds and trends.

Alongside TikTok management, we have also been supporting Birmingham Hospice with the design and creation of assets for their upcoming fundraising event campaigns. These include print and digital assets, such as posters, flyers, pull-up banners, as well as social media graphics to help promote the events and encourage donations.

Our team has also regained access to the hospice’s Google Ad Grant, unlocking free ad spend that had been inaccessible for over a year. This allowed us to launch targeted Google Ads campaigns promoting key services and donation opportunities, covering topics ranging from as Crisis Appeal to General Donations.

By combining creative content, strategic digital marketing, and targeted fundraising support, we’ve helped Birmingham Hospice amplify its mission and reach more people across multiple channels.

KEY STATS / METRICS
TIKTOK FOLLOWERS
INCREASED BY
27.9%
WITHIN FIRST MONTH
AVERAGE
ENGAGEMENT RATE OF
5.2%
SURPASSING THE INDUSTRY BENCHMARK OF 3.95%
VIDEO VIEWS
135%
HIGHER THAN THE AVERAGE FOR SIMILAR-SIZED ACCOUNTS
Quote Marks

The incredible team at EDGE Creative has provided us with the strategy, tools and skills to grow our presence on TikTok. Their support is second to none, allowing us to be creative while also providing fresh, innovative ideas for content. It’s been brilliant to work with Ellena and the team and we’ve learned so much from their expertise.

Charlotte Bentley

Fundraising Marketing Manager

What we can do for you

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Forecast Finance

Team Members Involved on this Project

Karen Karen
Ryan Ryan
Jon Jon
Sean Sean

Summary

Forecast Finance are bridging, development and commercial finance experts based in Birmingham. Their team brings together more than 60 years of experience working in the finance market, with a focus on providing tailored financial solutions to their customers, ranging from short-term bridging loans to long-term borrowing plans.

The Task

Our scope of work included brand development, website creation, establishing a social media presence, and the design of marketing collateral such as business cards and pull-up banners.

Additionally, we focused on implementing an effective content marketing plan, centred on engaging with their audience through social media and email marketing.

The Results

Drawing on our team’s brand expertise, we created an identity for Forecast Finance which included a versatile logo, colour scheme and visually appealing brand imagery helping them to stand out in their industry.

Our team designed and built a new website which focused on highlighting their range of services and showcasing the expertise of their team through case studies.

On social media, we established a presence on Linkedin, chosen as the most suitable platform to communicate with their audience. The content plan we have established ensures regular communication with their audience through posts showcasing services, team activities, expertise, and relevant industry news.

Key metrics such as impressions, post reactions, clicks, and engagement rate have shown continued growth, helping to guide our content strategy as our work continues.

Email marketing has been employed to communicate directly with their extensive network of brokers and lenders. Branded email templates on Mailchimp facilitate the sharing of team knowledge and experience.

See the Website Live

EDGE Creative are like an extension of our business, supporting us on all our marketing and event requirements. The quality of work, the knowledge and the service from the team is just first class.

The content we are putting out to our audience look great and the results in the engagement are very positive, we’re excited to see how much we can grow alongside EDGE.

Melanie Johnson Co-Founding Director

What we can do for you

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