Algorithms are often thought of as a black box of marketing, with the perception that if they can just be cracked, content success will follow. Instagram just provided a look under the hood on how their Reels algorithm works, and it’s a call to go back to the fundamentals of content creation.
The Three Metrics Instagram Cares About
The Reels algorithm is built on several key metrics, but if you want your content to show up in people’s feeds, there are three main things you need to focus on:
- Average Watch Time
- Likes Per Reach
- Sends Per Reach
While sends were a big focus in the past (thanks to an earlier video from Instagram’s head, Adam Mosseri), it turns out that they aren’t the #1 factor. In fact, the most important metric, according to Instagram, is average watch time—how long people actually spend watching your video. After that, the engagement metrics of likes and sends come into play.
Now, you might be wondering how these metrics play out depending on who’s watching your content. Let’s dive into the difference between the two primary types of reach Instagram uses for content ranking: Connected Reach (your followers) and Unconnected Reach (people who don’t follow you but might discover your content through the Explore or Reels feed).
Connected vs. Unconnected Reach
Instagram has two main ways of ranking content – based on Connected Reach and Unconnected Reach. These are basically just fancy terms for “followers” vs. “discoverability.”
- For Connected Reach (followers), Instagram favors likes over sends.
- For Unconnected Reach (non-followers), the algorithm prioritizes sends over likes.
So what does that mean in plain English? If your followers are liking your content, Instagram sees it as a sign that your content is resonating with your audience. But if your content is getting shared (sent) by people who don’t already follow you, Instagram sees that as an indication that your content has broader appeal and could be worthy of showing to even more people.
What Does This All Mean for Your Influencer Strategy?
In a nutshell, the goal is simple: get people to watch your content, interact with it, and share it with others. To get your Reels in front of the most eyeballs, continue to focus on:
Creating Compelling Content: At the end of the day, the algorithm doesn’t matter if your content isn’t interesting enough to engage people. If your videos are creative, funny, emotional, or relatable, they’re more likely to perform well.
Hook Viewers Immediately: Use attention-grabbing hooks right from the start. Whether it’s a visual element, an audio cue, or an intriguing story, you need to intrigue viewers to continue watching within the first few seconds.
Be Smart About Length: Don’t make your Reels longer than they need to be. If your creative idea can be communicated in 30 seconds, then keep it at 30 seconds. If it requires a little more time, then go for it—Instagram has even recently stated they’re now recommending longer reels. But always keep it concise and engaging.
Focus on Emotional Benefits: If you’re a brand, don’t just showcase your product—show how it makes your audience’s life better. People want to feel something when they watch content, so try to convey the emotional payoff of using your product or service.
When in doubt (or if you’re nervous sharing it with followers), use Instagram’s Trial Reels, a new feature that allows you to test content with people who don’t follow you
Forget About Chasing the Algorithm—Focus on the Fundamentals
The Instagram algorithm is just a reflection of what people actually care about. The reason content goes viral or gets pushed out more widely is because it resonates with audiences. Whether it’s getting people to watch a full video, like, or share it, the algorithm is just tracking basic behaviors that signal content quality.
If you’re struggling to get your content seen, don’t stress about hacking the algorithm. Instead, go back to fundamentals, creating content people actually want to watch and share.
And if you need help brainstorming that next compelling idea, that’s what we’re here for (and what clients love about us!). Reach out to us today.
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