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Instagram Boss Reveals Popular User Trick to Boost Likes Doesn’t Work

Infinity Marketing Solution



For years, social media users have chased higher engagement by following so-called “growth hacks” to boost likes, comments, and visibility. But according to Adam Mosseri, Instagram’s head, one of the most popular tricks users rely on to increase their likes doesn’t actually work.


In a recent Q&A session, Mosseri debunked the effectiveness of one widely used Instagram tactic, sparking conversation among creators, influencers, and brands trying to crack the engagement code.


So, what’s the trick—and what should you be doing instead? Let’s break it down.


Many Instagram users believe that deleting and reposting underperforming content can help them get more likes. The idea is that if a post doesn’t perform well within the first few hours, removing it and posting it again at a “better” time will trick Instagram’s algorithm into giving it a second chance.

According to Mosseri, this strategy is ineffective and could actually hurt your engagement in the long run.


Mosseri explained that Instagram’s algorithm doesn’t “reset” when you repost the same content. Instead, it may recognize that the post has been uploaded before and suppress its reach because:

  • Engagement Data Is Lost – When you delete a post, you also delete any engagement it has already received (likes, comments, shares). Reposting means starting from zero, which can be worse than leaving the original post up.

  • Instagram Tracks Reposts – The algorithm detects duplicate content and may not prioritize it in users' feeds, especially if it performed poorly the first time.

  • It Doesn’t Address the Real Issue – If a post isn’t getting traction, reposting won’t necessarily change that. The problem could be content quality, timing, or audience preferences.


If your post isn’t performing well, Mosseri suggests improving engagement strategies instead of deleting and reposting. Here are some better alternatives:


1. Engage With Your Audience Immediately

Instead of deleting a post, try increasing engagement by:

  • Replying to comments quickly to boost interaction.

  • Sharing the post in your Stories to increase visibility.

  • Encouraging followers to comment with a question or call-to-action.

2. Experiment With Post Timing

Rather than reposting, analyze your Instagram Insights to determine when your audience is most active. Posting at the right time the first time is more effective than reposting after a failure.

3. Optimize Your Captions & Hashtags

Strong captions and hashtags increase discoverability. If a post underperforms, consider editing the caption to make it more engaging instead of deleting it altogether.

4. Test Different Content Formats

If your static post flops, try repurposing it into a carousel, Reel, or Story instead of reposting the exact same image or video. Instagram favors variety and fresh content over repetition.

5. Learn & Adapt

Every post offers insight. Instead of reposting, analyze why a post didn’t perform and apply those lessons to your next piece of content.


While many Instagram users have relied on the delete-and-repost strategy in hopes of boosting likes, Instagram’s boss has made it clear: It doesn’t work.


Instead of wasting time reposting underperforming content, focus on improving engagement strategies, analyzing insights, and experimenting with different formats.

For brands, influencers, and businesses, understanding the algorithm is key to long-term growth on Instagram—and that means working smarter, not just harder.


As a social media agency, we specialize in helping brands increase engagement the right way.


Contact us today for Instagram strategy, content creation, and data-driven growth techniques that actually work! 

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