What’s the Deal with Instagram Reels?
If you’re on Instagram, you’ve probably noticed that you’re seeing fewer images and videos in your feed and more Reels. That’s not an accident. Instagram has been making the push toward reels to compete with the wildly popular (and ridiculously addictive) TikTok. If you’re a business owner who’s been noticing a dip in engagement on your ‘gram, this might be the reason. Full disclosure: I’m super-uncomfy in front of the camera and creating Reels featuring myself, so I get it. I do. But if you own a business where you sell products, you have a pretty rich environment for creating content. Use your products! Have a storefront? Feature that space! Okay, one quick deep breath. Let’s get into it.
The IG Algorithm
In a recent post, Instagram explained how their algorithm has been set up when it comes to Reels. Most importantly, they discussed how certain Reels are chosen to be put in front of certain users. As with anything in life and especially marketing, when we know the rules or parameters, we can more easily make them work for us.
Sharing is Caring
It doesn’t do much good for anyone if a user comes across a Reel and keeps scrolling, either without watching at all or without watching until the end. Part of the new Instagram Reels algorithm takes a user’s historic behavior into account before showing them a Reel. In the end, hopefully, the folks seeing your Reels are the ones most likely to watch them fully, enjoy them, and react to them. Most importantly, the algorithm considers how likely a user is to create their own Reel using the audio from the Reel they just watched. It’s all about shareability. This is why we end up seeing a lot of Reels (and TikToks, for that matter) using the same audio clips over and over.
Like Attracts Like
Much like the TikTok algorithm, you’re more likely to see Reels from accounts you interact with most. Keep in mind that absolutely any interaction, from leaving a positive comment to leaving a trolling comment counts just the same, so be aware of that. This goes for all social media, by the way. If you leave a comment on a post, be prepared to see more from that user.
Look Within
According to Instagram, the algorithm will then take into account details about the Reel and its creator. This includes the way the creator interacts with other Reels and fellow users, as well as data about the Reel itself (audio used, content within the Reel, etc.).
Keep it Broad
If you want to keep your Reels visible to a broader audience, keep it fairly PG. The algorithm is less likely to recommend Reels about political issues or if they’re made with low-resolution video. Also, be aware of trademarked audio. Just because you saw several users creating a Reel with audio from a popular television show doesn’t mean it’s a good idea. If that audio gets removed, you’re left with a video without sound. To be safe, stick to original content.
Do What You Want
Here’s the deal: The above information is about how the Instagram Reels algorithm works. Of course, it’s smart to play by the rules as a business owner, so that your content is more likely to be seen by more people. However, I like to remind clients to stick to who they are. If you’re active in political causes, show that side of you! You’re going to be seen by folks who also share those feelings and that’s not a bad thing. If you want to hop on a trend and use audio from a TV show or movie, get after it! Yeah, there are rules, but let’s put some fun back into social media, shall we?
Digital Marketing Partners
If you’re looking for a digital marketing partner, you’re in the right place. We offer digital marketing strategy services and can essentially become a part of your team! Let us know how we can help your small business thrive online.