Has anyone noticed Reels starting to favor personal branding over niche topics in January 2025?

In January, I’ve been experimenting with a few personal branding reels, and they seem to have done better than my usual niche content. Is this a general trend, or just a shift I’m seeing?

Sanya Bansal Asked by Sanya Bansal on Jan 10, 2025

Replies

Sneha S
Sneha S
Co-founder & COO- Wooble | Communication & Career Mentor | Interview Coach
Jun 20, 2025

Yes, definitely noticed this shift. Since January 2025, Instagram’s algorithm seems to be favoring faces and personal storytelling over purely niche-focused or informational content. Reels that showcase personal journeys, behind-the-scenes, or authentic takes—especially tied to a personal brand—are getting more reach and engagement.

It’s not that niche content isn’t working anymore, but now it performs better when it's humanized. Think: “Here’s how I used this tool in my day as a designer” vs “Top 5 tools for designers.” The platform seems to be leaning more into content that builds emotional connection and relatability.

Makes sense though—Instagram’s always been about people first, and with the rise of creators-as-brands, this was bound to happen.

Anyone else experimenting with this shift?

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