Instagram's New "You're All Caught Up" Feature

Instagram’s “You’re All Caught Up Feature” – Instagram tips -  Instagram for Business – How to Use Instagram – Social Media -

On July 2nd, Instagram made an announcement that seems to have snuck in through the back door, without much fuss, to-do, or acknowledgment. In my opinion, this update is a step in an amazing direction. The update is in response to all the negative feedback that they have received from switching away from the chronological algorithm and, in my opinion, is a step in a pretty amazing direction and can play a role in shaping your Instagram strategy. So, I'm going to spill the tea with you today. Let's talk about Instagram newest feature announcement, and more importantly, what it means for you and how you can leverage it to thrive on your business account.


In short, Instagram is rolling out a feature that lets you know when you're all caught up on posts.

This message will appear in your feed after you've gone through all the new posts (from the past 2 days) from accounts you.

This counts equally for everybody that you follow – those who have 1 million followers and those who have 5 followers will be shown equally (it’s not just for those who have a super high algorithmic ranking).

Instagram's "You're All Caught Up" Feature


Why are they adding this?

As I'm sure you know, Instagram received a whole lot of negative feedback when they shifted away from the chronological newsfeed back in 2016. One of the biggest complaints is that this algorithm encourages mindless scrolling (or as I like to call it “phone out zone out” mode).

The non-chronological algorithm also received negative feedback because people didn't know exactly when things were posted. For example, you'd see a weekend post on a Thursday when you're scrolling through your feed. This confused Instagrammers, so they didn’t like it.

We’ve heard that it can be difficult to keep track of your seen posts. With this message you’ll have a better understanding of your feed and know if you’ve missed any recent photos or videos.
— Instagram's Blog

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Basically, it's adding a bottom to your feed.

Yes, you can continue scrolling past it, but Instagram is going to let you know, “Hey, you've seen everything new from the past two days. You go ahead and put your phone away and get back to real life.”

Pretty cool, right? I really appreciate Instagram doing this. I think that it's a step in the right direction and if nothing else, it lets us know that they care and they're listening to our feedback.

Now, does this mean that people will actually spend less time in the app? I see three sides to it:

  1. You get the message, you're all caught up and say, “Cool, done. Now I’ll go live my life.”
  2. Or you see the message that you're all caught up and then head to stories or IGTV and keep hanging out on your phone.
    • I know that for my friends in the Facebook group and myself, we spend a ton more time in stories than we do in the actual newsfeed, so I'm not sure how much this is going to make a real difference on the amount of time spent in Instagram.
  3. It could towards gamification, where you continue scrolling in an attempt to get to that message.
    • Personally, I follow almost 7,000 people who all post pretty frequently, so I don't see myself ever really finding that you're all caught up. 

I don't have a time machine (yet!), so I’ll be paying close attention to see how it goes.

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What do you think about this feature? Do you think that it's going to push you to spend more or less time in the app? Or will it make no difference at all? Let’s start a conversation in the comments!


Chris Emmer

Graphic Designer / Branding and Social Media Strategist / Yoga + Meditation Guide / Your New BFF.

West Michigan based, small business + wellness obsessed.