How to: Hack the Instagram Reels Algorithm
In 2020, and on the brink of the widespread COVID-19 virus, most of us were confined to our homes and tasked with finding new ways to entertain ourselves. That led to an explosion of creativity from all corners of the world – and the now impossible-to-stop-scrolling video-sharing app TikTok. In response to the overwhelming video frenzy, Instagram introduced Reels: a new way to create and discover short-form entertaining videos on the platform.
Initially, Reels were only 15 seconds long, and the recording, editing, and sharing capabilities were limited (as with any first-version launch). But now, compared to its launch in 2020, Reels have become a surefire way to increase awareness, engagement, and overall growth, so much so that they have become a large part of brands', businesses', and influencers’ digital marketing strategies.
So, what are Reels, how do they work, and how can you hack the algorithm to your benefit? Let’s get into it!
What are Instagram Reels? How do they work?
Instagram Reels encourages users to express themselves in multi-clip 90-second videos and get creative using built-in easy-to-use text, augmented reality (AR) filters, audio, and stickers. Reels can be recorded in-app or uploaded from your photo gallery. Its editing features allow users to create seamless transitions, record hands-free, and adjust the speed of video and audio.
What does the algorithm prefer?
Instagram says Reels are “the best way Creators can find a community that is deeply engaged and aligned with their interests.” As with any social media platform, the algorithm plays a crucial role in determining the visibility of your content and how many people will see it.
Adam Mosseri, Head of Instagram, explains how the algorithm works here:
In short, the algorithm has one goal: to make you stay on the app longer by serving you content you find relevant, useful, and engaging.
How to “hack” the algorithm and perform well
The Instagram Creators account has given a Reels Dos and Don’ts best practice list for getting discovered in the Reels tab.
Do post reels that are:
Entertaining, fun, attention-grabbing, or makes them laugh
Inspiring or starts a trend that others can easily participate in
Visually and audio-appealing, using creative tools like text, filters, camera effects, and music from the Instagram library or original audio
Vertical (9:16 aspect ratio)
Don’t post reels that are:
Blurry or hard to see due to low-resolution
Visibly recycled from other apps containing logos or watermarks
Uploaded with a border around it
Covered by text, blocking the image
Big Bite Bonus Tip: increase your reach by including relevant hashtags in your captions and using trending audio (or audio that may be specific to your following).
Now that you understand what Reels are, how they work, and what the Instagram algorithm prefers, it’s time to level up your digital marketing strategy.
At Big Bite Branding, we navigate the ever-changing landscapes of social media for our clients. Social media is more than just a marketing tool; it’s a dynamic canvas for showcasing your brand’s personality, values, and culture. In a fiercely competitive arena, we firmly believe that every challenge holds an opportunity for growth, and we’re committed to helping you survive and thrive.
Creative Copywriter
Paisley is a details-first creative with a passion for storytelling. With 5+ years of experience in digital marketing, she has spanned industries, working with businesses large and small to give a compelling voice to their products and services.
Connect with Paisley on LinkedIn.