Paid traffic consolidates as a growth engine on Instagram and changes the dynamics of the platform

After a period of slowdown that extended through much of 2023 and early 2024, the growth curve of followers on Instagram resumed, but with a different profile. According to an analysis carried out by Reportei, a reporting platform and marketing and sales dashboards, this advance was mainly concentrated on accounts that operate with continuous paid traffic strategies.

The survey analyzed data from more than 44 thousand accounts on the platform and points out that profiles managed by media experts, such as traffic managers, were the fastest growing in 2024. In practice, this means that profiles that hire professionals or use paid media strategies can expand their follower base more consistently, in contrast to exclusively organic strategies, such as recurring content publication without boost.

The survey also evaluated the performance of content formats. Among more than 10 thousand publications analyzed, reels follow as the format that generates the most engagement, followed by carousels and posts in the feed.

For Renan Caixeiro, co-founder and CMO of Reportei, the scenario reflects a structural change in the dynamics of platforms. “Adding on social networks is a fairly recent practice.We have been operating in this market since 2015 and, until recently, investment in media was a possibility, but not necessarily a determinant. What we see now is that for many companies and creators, this investment has become decisive to ensure growth, reach and competitiveness within the” platform, he explains.

This move also puts pressure on the media budget of small businesses, agencies and creators. As organic growth loses momentum, investment becomes a more relevant fixed line in marketing strategies. “In practice, those who reduce or stop buying traffic feel a sharper slowdown in expanding the follower base, while those who maintain consistent investment can sustain and even accelerate their growth rate”, the executive contextualizes.