The Reels Algorithm

Instagram has a knack for taking elements and formats of content sharing that consumers are loving in other apps and replicating them. We saw it in Instagram stories which originally appeared as a copy of Snapchat, and most recently again with reels, replicating the video sharing format we have seen on TikTok. The most interesting part is that often Instagram does it better than those who pioneer these trending ways of sharing, and eventually convert users back to their platform.  

Whilst I’m not sure that reels are ever going to replace TikTok at it’s current rate of growth, they have gained huge traction within the app. Not only are users enjoying consuming short and snappy video content, Instagram is prioritising video content in their algorithm. 

Before we get into the workings and factors of the algorithm, it is important to note - If you want to get the greatest possible reach out of your reel, do not repost content created in TikTok. Any content that is watermarked will not be pushed by Instagram, and they may even hide the video. Try to always to recreate your video within the Instagram app if it is content that you think would perform well across both platforms, otherwise it may not reach your audience. 

So… what affects the reels algorithm?

There a two primary factors: User/ creator activity and the content of the reel.

User & Creator Activity

Activity of users encompasses which content a user engaged with recently as well as the user’s history interacting with your content, do they typically view, like and comment on your posts?

Information about the Reel interaction includes the audio track, video understanding, and popularity. User activity is the most important signal so your top priority should be getting viewers to watch your reels completely, like/save them, and click the audio to make their own reel or save the sound.

Reel Content 

The main purpose of Reels is to entertain. The algorithm finds Reels users might be interested in, then ranks them by putting what they predict will be most liked. Instagram even notes that the algorithm favours smaller creators so long as they’re creating entertaining content. 

Tips to create a reel that is entertaining:

x Using a cover photo will help your Reels fit into the aesthetic of your feed. You can use text on your cover as a hook to get people interested

x Use audio. Instagram recommends getting creative and using music from the Instagram music library or original audio that you create. 

x If your lips don’t match the sound, your Reel will look sloppy. You can change your video’s speed to match the flow of your sound. Aligning your movements with the sound is key to creating a professional-looking Reel.

Nikki X