What My Best (and Worst) Instagram Posts of 2025 Taught Me
Your guide to reviewing what worked, what didn’t, and how to plan content that actually connects in 2026.
We’re halfway through January and, true to form, I’m finally sitting down to reflect on my 2025 content — a little later than the “new year, new goals” energy, but exactly when I needed to.
If you’re also feeling like you should have already mapped out your 2026 strategy or set all your goals by now, here’s your permission slip: it’s okay to take your time. This blog is a recap of my most (and least) successful Instagram posts of the year and what they taught me— so that you can take some insights into your own strategy.
Let’s get into it.
My Top Performing Post of 2025
The Shop Small Carousel
Type: Carousel
Views: 186,000+
Follows from this post: 100+
This one surprised me! It was a simple graphic carousel I reshared (again) in November about the importance of shopping small. I updated the colours and the caption, scheduled it, and that was it — less than 10 minutes of work.
What made it perform so well? It was shareable.
Each slide played off popular holiday phrases and songs (e.g. “All I Want for Christmas Is Your Likes, Comments, and Shares”). It was made for my audience to share — small business owners who wanted to advocate for shopping local during the holidays.
This post is a reminder that:
- Reels aren’t everything.
- Content doesn’t need to be brand new.
- Shareable + relevant always wins.
The Reel That Made Me Cry (Literally)
Type: B-roll Reel
Views: 66,000+
Shares: 3,300+
My most shared post of 2025 had nothing to do with social media strategy. It was a simple, emotional Blue Jays reel— a quick 10-second clip of me grieving the Jays’ World Series loss (still not over it).
I almost didn’t post it. But I knew a lot of my community — especially Canadian small business owners — were also feeling it. So I posted it.
Big takeaway?
You’re allowed to share what matters to you, even if it’s not directly tied to what you sell. These little “side quests” help build real connection.
What the Data Told Me (That I Wasn’t Expecting)
Beyond views, I looked at follows and shares — and here’s what stood out:
Top Posts by Shares:
- Blue Jays Reel – 3,300+ shares
- Tis the Season Carousel – 2,000+ shares
- Trend Explainer Reel – 53 shares
Top Posts by New Followers:
- Tis the Season Carousel – 100+ follows
- Spotify Wrapped Template Freebie Reel – 30+ follows
- Blue Jays Reel – also brought in a wave (were they biz owners? Maybe. Maybe not.)
Interestingly, the Spotify Wrapped reel didn’t blow up on views, but it led to almost 200 new email subscribers thanks to the freebie. The only downside? The algorithm pushed it to a broader audience than I intended, so not all of those subscribers were ideal-fit small business owners. I’m going to keep an eye on unsubscribes from emails and remind myself of this!
The Trial Reel Tests
I experimented a lot with trial reels last year — both as a way to test content and to reach new people. Some of them got under 100 views. Others hit over 15,000.
Two that stood out were basically the same:
One was a regular Reel, the other was a trial reel with slightly different B-roll. Both showed me carrying a pile of mugs back into the house (if you know, you know). The hook?
“Am I the only one who didn’t know…”
Lesson:
Trial reels are worth it — even if some flop, others really won’t. And you can repurpose existing content to make them quickly.
📉 The “Worst” Performing Content
When I sorted my insights by lowest views, here’s what I found:
- Podcast clips
- Direct selling content (like launch reels)
Honestly? I’m not shocked.
Podcast clips rarely perform well unless you’re hitting viral topics. But they still matter — especially when paired with collab posts that bring new followers into your space.
Selling content won’t usually get high views, but it brings in revenue. A reel that reaches 100 people and converts 10 is way more valuable than one that reaches 10K and sells nothing.
Here’s what I’m bringing with me into 2026 (and what I want you to remember, too)
- Reels aren’t the only thing that performs.
Carousels, reshares, and static content still work — especially when they’re made to be shared. - Share more of your “real life.”
That Blue Jays reel built connection, even if it wasn’t “on brand.” - Trial reels are worth testing.
Post them. Repurpose them. Use them to experiment without overthinking. - Your selling content might underperform in views — and that’s okay.
The ROI is in conversions, not just impressions. - Low-view posts can be repurposed.
If you posted something early last year and your skills or style have grown? Rework it. Reshare it.
