Schedule a call

Ready to scale?

Pick the service you need and book a free Discovery Call.

We've spent millions on Facebook and Google scaling fledgling brands into eCommerce empires. Now it's YOUR turn.

Instagram’s New Ad Space: Suggested Posts

Last Updated April 27, 2021

Is This the Final Frontier for IG ads? (We doubt it.)

Do you know that empty feeling of not knowing what to do next when you see the “You’re All Caught Up” notifier on your Instagram feed? 

If you don't, you might know it soon. If you do, fret no more.

Instagram has launched a “Suggested Posts” feature located at the bottom of a user’s feed, signifying a 180 from the “all caught up” notification that could stop a thumb mid-scroll. “Suggest posts” will encourage deep-scrolling through loads of content like never before by bringing an Explore-like feature to your personal feed.

For businesses, this feature roll out means more potential ad space for promoted content.

Dog in zero gravity

Instagram Suggested Posts = More Ad Space

Instagram added the caught up notifier in 2018 to prompt users when they reach the end of their feeds. When it pops onto the screen, it simply means that users have seen every post over the past 2 days from people they follow. (Cool people like us never got to the “all caught up” message, right?) 👀

Instagram recently launched its Suggested Posts feature to encourage users to continue to seek out more content tailored to their interests after scrolling through their curated feed. Unlike before, users now have the option to keep scrolling for more new, interesting content — including ads — through their continuous feed.

We see people continuing to seek out more posts they’re interested in after catching up with their feeds, so we wanted to learn from that and make it easier to go a little deeper for those who choose to do so.

— Robby Stein, Instagram’s Product Director

According to Instagram, Suggested Posts don't pull from the same content that shows up in Explore. Suggested Posts feature content related to what users are already following while Explore features adjacent content that users may or may not deem as interesting. 

👓 Are you a savvy social media advertiser? Here's a rundown of what you need to know about paid social.

As a new space for ads and sponsored posts, that means your paid content will be reaching interested audiences, not cold ones. 

The big question: Will your ads be buried in this new update?

We’re not going to lie to you: there’s a chance that paid content in Suggested Posts will get buried far in the sea of Instagram's lengthy feed. This is especially probable if your target audiences are following a lot of accounts. People who follow a lot of Instagram accounts may not even finish scrolling through their feed, much less actually reach Suggested Posts.


Although when you think about it, there has been a constant increase with a user’s average daily time spent on Instagram over the last couple of years. The COVID-19 pandemic also increases the odds of deep-scrolling for every Instagram user, specifically with community lockdowns in place across the globe. 

🎯 You need these 6 audiences for eCommerce. →

Who benefits from Suggested Posts?

As the platform moves in an eCommerce-forward direction, Instagram suggested posts may have the potential to bridge sellers with interested buyers while also paving way for boosting organic reach specifically now that Shops has also been rolled out.

FB shops 1

Insider Tip: Only photos and videos posted on your grid will reflect in the new ad space. This means you cannot use IGTV or Reels content for your ads yet. Who knows what the future holds for new ad space?


Ready to scale your profits sustainably?

TJ Jones -  CoFounder EmberTribe (1)

T.J. Jones

CoFounder EmberTribe

TJ will help you uncover some of the best growth opportunities for your brand in the First Call.


With over 10 years of experience and 80 million in ad spend under our belts, we know how to guide businesses from fizzle to sizzle.

Seth Bunch-1
"Embertribe has been incredible to work with. Not only are they knowledgeable and the best at their craft but they care about you and your business. Highly recommend!"

Seth Bunch

Founder of Xylem Woodworks

Portrait Lisa FusionBelts
"I tried one company before you guys but you guys are better. And you're all good looking too."

Lisa Vigliorolo

Founder of Fusion Belts

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 45.01
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."

Duncan Street

Co-founder, Qeepsake

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 49.01
“One of the things I love most about working with EmberTribe which has been a standout from working with other companies is that there's a level of ownership that the team has in what we're doing that you really feel like they care."

Cody Barbo

Cofounder, Trust & Will

1199958010828334 - Embertribe (Internal Marketing) - 500x500 - SP - 57.01
"All around great team...The EmberTribe team really answered my technical questions without hesitation...Helped me understand where my business was lacking. It's hard to find companies nowadays that really go above and beyond."

Joey Hettler

Media and Marketing Coordinator at Altis

Grow Faster, Smarter with EmberTribe

If you are stuck on the half a million yearly revenue plateau, you need a growth agency that will get to know your business, audiences, and growth opportunities like the backs of their hands—and let you in on everything they learn. 

No secrets, no bull. Just making sparks fly together.

✅ Focused on revenue

Look elsewhere if you're looking for a new logo or brand identity via 200-page slide decks. Those marketing disciplines have their place, but they're not our focus. We've doubled down on growing sales and injecting our clients with cash flow.

✅ We move fast

The typical agency model moves slowly: endless meetings, thousands of email threads, lots of talk, but little action. EmberTribe is different. We know what it takes to grow fledgling brands into formidable empires: a hell of a lot of execution.

✅ Trusted by the best

We've been recognized by Facebook and Google as one of the top agencies in the world. We're a mentor to startups within Techstars, Y Combinator and regularly consult with programs at MIT and Harvard Business School. Now it's time to add you to our Tribe.

Okay, let's do this!

Book Discovery Call

You May Also Like

These Stories on Social Media