Instagram Performance Review
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Two things are true at once. Month to month, the account reaches more people than ever. But each individual post reaches fewer people than it did at the end of 2024, which was the high point for reach per post.
Likes follow reach closely, and the share of viewers who like a post has held steady at about 4 to 5 percent for over a year. So fewer likes per post is not people liking you less, it is each post reaching a smaller number than it did at that late-2024 peak.
One thing we can point to directly: reels, your highest-reaching format, dropped to zero in 2025. Bringing them back and weighting the content toward what travels is the lever, and that is what the rest of this report is about.
Measured at the account level, where it counts, the last six months are the highest performing stretch in The Wellness Hub's history.
April 2026 set the highest monthly reach on record, and four of the six 2026 months sit above almost everything that came before them.
A year-over-year comparison can look worse than the reality. Quarter by quarter, the picture is calmer: the levels we see today settled in around the middle of 2025 and have held steady ever since.
Likes per post eased from the low 40s in early 2025 to the low 20s by the middle of that year, and have sat there ever since. The reason is reach: each post now reaches fewer people than it did at the late-2024 peak, and likes track reach closely. The share of people who like a post has stayed steady at about 4 to 5 percent the whole time, so this is a reach story, not people liking the content less.
So why does 2026 look softer than 2025 on a yearly chart? 2025's strong opening quarter lifts its yearly average. Set the quarters side by side and 2026 simply matches late 2025.
The numbers have been steady for a full year, so 2026 is not a new problem to solve. The opportunity from here is in the content mix, which is fully in our hands.
More people are seeing The Wellness Hub each month than ever before. At the same time, the average single post reaches a smaller number than it used to. Both can be true at once, and here is why.
At around ten posts a month, the same core audience is spread across more posts, so each one starts from a smaller base. That is why per-post reach came down. Total monthly reach still rose, months with more posts do reach more people, but not in proportion: posting more than doubled while monthly reach grew about 1.7 times. So more posting lifts total reach with strong diminishing returns, it is not a simple multiplier.
The lowest-reaching posts of 2026 are broad educational tips, captions like "your ribs move when you breathe" or "tight upper back that won't let go," sitting at 250 to 300 reach. Posts tied to a specific condition, the team, or a real clinic moment reach much further. This is read from the captions and the numbers, the export does not include the images themselves.
Reels pull about 50 percent more reach than static images and bring in more new followers. On the grid that shows up as real visibility: across all 17 reels, the average reel earned about 2,370 views, with the top reel at 6,942. They make up about 15 percent of posts today, so there is plenty of room to do more of them.
A note on numbers: the eye-icon count on the grid is Views (plays), which counts replays and keeps climbing over time. This report uses Reach (unique accounts reached) everywhere it compares formats, so reels and image posts sit on the same basis.
A save means a post is worth keeping. A send means it is worth passing to a friend. Both tell Instagram the content matters, and both are within reach of the content already being made.
The Wellness Hub already creates genuinely useful content: posts that list benefits, walk through signs to watch for, and explain what a treatment does. That work pays off. The C-section Awareness reel earned seven shares, which means seven people sent it to someone else, and the scar release post earned six. That is the type of value-led content worth doing more of.
The posts that get saved and sent most often add one more layer on top: they name a specific moment the viewer recognizes, and they make the helpful tips easy to keep or pass along. The strongest examples were reels like "Curious how to relax your pelvic floor, follow along" (8 saves) and "Struggling with bloating, abdominal pain, heartburn" (5 saves). Here is how to bring that to the listicle and how-to content already being made.
Open with a moment the viewer recognizes, such as tight hips after a long day of sitting.
Keep the helpful tips, and where it fits, show one of the points as a movement on video.
Close with one clear, gentle nudge, matched to the post: save this for later, or send it to someone who needs it. One ask, not both every time.
Lead with reels where it suits the topic. Most of the top save-getters were reels.
The posting volume is working at the account level, so the focus is on the mix, not the amount.
Reels out-reach static images by about half and bring in far more new followers. The step up to four reels a month, starting this June, is exactly the right move, and the gains compound when it stays consistent month after month. Holding that pace, at close to half of all posts, is the goal.
Faces already feature in about half the calendar, which is a real strength. The difference in the top posts is how personal they are: Dr. Devyn's fun facts, meeting Dr. Julia, a behind-the-scenes look at a treatment. The ones that travel show personality and specifics, where a more generic photo tends not to. Leaning the existing people content toward that personal, get-to-know-us angle is the unlock.
Keep the helpful, value-led captions, and close with one clear action matched to the post: save this for later, send it to someone who needs it, or a genuine question to open the comments. One ask per post, rotated across the month, lands better than asking for everything at once or on every post.
The third birthday giveaway is the highest-engagement post on record, with 95 comments. One tag-a-friend or gift-card moment per quarter lifts comments, reach and follows together.
Lead with the person, not the credentials. The "3 fun facts about Dr. Devyn" post is one of the highest-liked ever at 160 likes, while a generic "our chiropractors treat the whole body" post barely moved. Same people, a completely different result.
Instead of "Meet Dr. Katie, patient-centred approach," try "3 things you did not know about Dr. Katie": her coffee order, why she got into this, what she is like on a Monday. Facts about the person beat facts about the practice.
A reel of the practitioner talking as themselves, "hi, I'm Vanessa, here is the one thing I wish every new mama knew," lands harder than the clinic describing them in third person.
Setting up a room, a team coffee run, the morning routine, prepping for a patient. The behind-the-scenes reels hit 1,200 to 1,500 reach with no production. Real beats polished.
A photo of a practitioner mid-laugh travels further than a faceless shot of hands on a table.
Why Devyn opened Twh, why a practitioner chose their field. The story behind the people is content the generic posts never reach.
The "love languages, Twh edition" reel worked because it was playful and specifically them, not a template.
Generic, did not travel: "Twh chiropractors care for your whole body, from headaches to back pain"
Personal: "Meet Dr. Katie. Oat-milk-no-sugar, always early, and she got into this because [her story]. Here is what a first visit with her feels like"
The personal angle is not a guess, it is what already performs best for you.
| Post | What made it personal | Result |
|---|---|---|
| 3 fun facts about Dr. Devyn | personality, not credentials | 160 likes, top image ever |
| Meet Dr. Julia | warmth + character up front | 1,046 reach, 90 likes |
| Behind the scenes of a treatment (reel) | real, unpolished moment | 1,520 reach |
| Love languages, Twh edition (reel) | the team's playful personality | 967 reach |
| Women at every stage (reel) | human + heartfelt | 1,768 reach, 13 shares |
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