Instagram’s Newest Update Says a Lot About Where Marketing Is Headed

By Corey C. Walker

Meta recently rolled out a new Instagram feature called “Instants,” and while most people will probably scroll past the announcement, service businesses and local companies should actually pay attention to what this means.

Because this update says a lot about where social media marketing is headed next.

The entire feature is built around quick, in-the-moment content. Less polished editing, less overproduced videos, and more casual updates shared throughout the day. Instagram is continuing to move toward authenticity, and honestly, that’s good news for local businesses.

Take for instance how many service businesses think their content needs to look like a commercial to perform well online. They spend too much time overthinking camera quality, editing, transitions, graphics, and making everything look perfect before posting anything at all. But the reality is, some of the best-performing content right now is simple.

Jobsite walkthroughs. Before-and-after videos. Material deliveries. Crew updates. Quick homeowner tips. Short clips explaining a project. Content that feels real. That’s the type of content people actually connect with.

Homeowners want to feel like they know the business they’re hiring before they ever make a phone call. They want to see the people behind the company, the quality of the work, and what projects look like in real life. Meta understands this shift, which is exactly why features like Instants are being pushed so heavily.

For service businesses especially, this lowers the pressure to constantly create polished marketing campaigns just to stay relevant online. You do not need a full production team anymore. In a lot of industries, consistency and authenticity are outperforming highly edited content. And this goes beyond Instagram engagement.

Every time you post project updates, answer customer questions, explain your process, or share local work, you’re also helping Instagram and AI platforms better understand what your business does and who you serve. That matters more than most businesses realize.

Platforms are becoming smarter at understanding content context, which means the businesses consistently documenting their work online are going to become easier to discover across social media, AI search, and recommendation engines over the next few years. That’s where marketing is headed now.

The service businesses that win online moving forward will not necessarily be the ones creating the most polished content. It will be the businesses that consistently show up, educate customers, document real projects, and build trust through authentic content while everyone else is still trying to make every post look perfect.

Written by Corey Walker, co-author of five bestselling Dummies books focused on Instagram, and social media marketing agency owner specializing in growing leads and sales for service-based businesses. Contact me today for a free 15-minute consultation!