You are currently selling clothing but want to provide advice on entrepreneurship. Or your beauty account suddenly needs to focus on sustainability. Many creators and businesses wonder whether they should start a new account when changing direction. Instagram itself advises against it.
According to Adam Mosseri, head of Instagram, it is wiser to use your existing profile. This way, you retain your followers and avoid losing reach.
Why a new account is disadvantageous
Instagram learns from your content. What you post. Who engages with it. Where your followers come from. If you suddenly start posting completely different content or launch a new profile, you discard that accumulated data. This makes it harder for Instagram to show your posts to the right people. The result? Less visibility and engagement.
A fresh start may seem logical at times, but the algorithm needs time to understand a new profile. As a result, you temporarily lose growth potential.
How to smartly transition to a different type of content
Mosseri advises involving your followers in your change. Announce in a video that you are changing your content. Archive old posts if they could cause confusion. Test your new direction with a few Reels before fully transitioning.
This way, you retain your audience, provide Instagram with context about your content, and avoid having to start over. Only in the case of a complete style shift, for example from food to tech, might a new account be better.
What this means for companies and organizations
For brands that are adjusting their strategy, it is wise to continue using the existing account. This way, the established fanbase is maintained. Business profiles also benefit from the continuity in algorithmic preference.
A deliberate transition with clear communication prevents confusion. Moreover, it accelerates your growth compared to starting a completely new profile.