If you’re changing your content strategy on Instagram, you’re not alone.
One of the most common questions creators ask is:
Should I start a new Instagram account or keep the same one?
TLDR / Key Summary
- Keep your existing account if the pivot is related or only a partial shift.
- Archive old content to clean up your profile without deleting history.
- Use trial posts to test new content before going all in.
- Start fresh only if your new content is radically different or you want a new identity.
- Building from scratch is harder—keep your audience if you can.
What Instagram Says About Content Pivots
Instagram head Adam Mosseri has answered this directly. His advice:
“It’s usually best to keep your existing account versus starting from scratch.”
And he’s right. Most pivots don’t require a new account. If your followers already engage with your content, it’s smarter to bring them along for the ride.
When You Should Keep Your Existing Instagram Account
Keeping your account is the better option in most cases. Here’s why:
1. You Already Have Followers
Even if they’re not your “ideal audience” for the new content, you’re not starting at zero.
2. Instagram Understands Your Audience
Instagram’s algorithm uses your history to know who’s interested in you. A brand new account has no data. Starting fresh can slow your growth.
3. You Can Smooth the Transition
Here’s how to shift without losing trust:
- Announce the pivot. Make a Reel explaining the change.
- Archive old posts. Clean up your profile without deleting everything.
- Test first. Try a few new-style Reels to see how they perform.
This way, your audience knows what to expect—and you can validate if the pivot is worth committing to.
When You Should Start a New Instagram Account
There are times when it makes sense to start over:
1. Your Content Is Completely Different
If you’re going from fitness to finance, or memes to cooking, your old audience might not be relevant anymore.
2. You Want a New Name or Identity
If your brand is changing and you don’t want to be linked to your previous content or username, a clean break may help.
3. You Want to Rebuild From Scratch
Sometimes creators just want a reset. But be prepared—it’s slower and requires more effort.
What About the Algorithm?
Instagram doesn’t penalize you for changing your content. What matters is engagement.
If your new content performs well with your current audience, the algorithm will push it. If it doesn’t, then it might make sense to create a second account and build that audience from scratch.
Final Advice
Changing your content? Here’s the honest answer:
- Don’t overthink it. Start by testing new content on your current account.
- Keep the same account unless your pivot is drastic or personal.
- Be transparent with your followers about the change.
- Focus on quality content and consistency—the algorithm will figure out the rest.
Should I create a new Instagram account when changing content?
No, in most cases you should continue using your existing Instagram account. Only start a new one if the pivot is extreme or you want a completely new identity.
Video by Mosseri:
