The Instagram Reels Algorithm: Everything You Need to Know

If you’re a social media maven, you’ve probably already studied our Instagram Algorithm Guide in your quest to get more engagement on your Instagram business account. But if you really want your Instagram videos to make a splash, it’s important to know that this Instagram feature has its own particular algorithm to contend with. So grease up and get ready to step into the ring.

Instagram Reels are, of course, short videos that Instagram introduced in 2020 as a competitor to TikTok. Simple editing tools let creators use effects and filters, combine multiple shots, and include music videos to create fun, launching Instagram reels in just a few minutes (and, unlike Instagram stories, they don’t disappear after 24 hours).

But like everything else on Instagram, no matter how great your video is, your potential for viral fame depends on Instagram’s almighty algorithm: that behind-the-scenes code that decides whether to play the video to the end or bury it in obscurity.

Here’s how the Instagram Reels algorithm works in 2022 and what you can do to make the not-so-secret recipe work to your advantage.

How does the Instagram Reels algorithm work?

The Instagram Reels algorithm decides which videos are shown to which Instagram user. (So ​​powerful!)

You’ll see videos from the accounts you follow in your main feed, but there are two other places to find Instagram videos from other creators and brands:

• The Reels Tab This is basically the Instagram version of the TikTok For You page. Tap the Reels icon at the bottom of the Instagram app home page to view an infinite scrolling feed of Reels selected by the algorithm.
• Exploration Tab Reels are also heavily featured in Exploration, along with Instagram posts and stories, which are served by the Instagram algorithm. (By the way: check out our guide to posting your content on the Instagram Explore page. Guess we’re bossy too?)

There are several factors that determine when and where the reels appear.

Relationship

The Instagram algorithm takes into account not only how you interact with content, but also how you interact with other users. Is someone following you and looking for you by name? Do you write to each other or leave comments? Do you tag each other in your posts? If another Insta user is clearly your best friend or superfan, Instagram is more likely to share your latest video with them as soon as it comes out.

At the same time: with Reels and Explore, you will most likely receive videos from creators that you have not heard of, but if you have somehow interacted with them before, Instagram takes this into account too.

Content relevance

Instagram tracks user similarity, a fancy way of saying “like”. If you’ve liked or otherwise interacted with a video or post in the past, Instagram takes note of the subject or topic and attempts to provide similar content.

How does the AI ​​know what the video is about? With Instagram Reels hashtags, as well as pixel, frame and audio analysis.

TLDR: Watching videos of dogs playing basketball generates more videos of dogs playing basketball. This is the cycle of life at work, and it’s wonderful.

Timeliness

The algorithm prioritizes new content over archived videos. People want to see what’s new, and so do the gods of algorithms. Keep those fresh drops!

Popularity

If you have an engaged audience and if you have content that consistently gets likes and shares, it will signal to Instagram that you have something special that other people might like as well.

Sure, it’s like a catch-22 that you already have to be popular to be popular, but ultimately Instagram is all about promoting quality content… so if you already have a reputation for making great stuff, the app will reward you. (Could this be the only true meritocracy in the world? We’re tottering around here.)

11 Tips for Working with the Instagram Reels Algorithm

It’s all a wordy way of saying that Instagram prioritizes videos that it thinks people will enjoy: new, interesting, and relevant content. Maybe robots are not so different from us?

The Creators Instagram account recently even posted a carousel to prove it. (The “fun and up-to-date”part, not the “take our robot brothers”part.)

Create quality content

When people click on the Videos tab, they expect to see funny, entertaining, and interesting content. So that’s what the algorithm aims to deliver.

According to the @creators Instagram account, the Reels currently have live people sifting through them to pick the best ones. Creating the “best” video is hard work and doesn’t require quantification, but we have 10 Instagram video ideas to get you started.

In short, just do your best to make your viewers laugh, teach them something cool, take a twist or challenge and you’re headed in the right direction.

Make your drums visually appealing

The algorithm favors videos with visual panache. At a minimum, shoot vertically and avoid low-resolution photos and videos; if you’re ready to get creative, check out all the bells and whistles of Reels.

Videos created with the app’s camera effects and filters tend to hold viewers’ attention and gain an algorithmic boost in the process.

Avoid TikTok reposts

Instagram Reels may have started life as a TikTok hoax, they don’t care if they are reminded of that fact – if you post watermarked TikTok videos like Reels, you will be blamed.

We are not just speculating here: these are facts! “Content that is clearly recycled from other apps (i.e., contains logos or watermarks) makes Reels less enjoyable to use,”the company said in a statement. “So we’re making this content less searchable in places like the Reels tab.”

Use the right hashtags

Hashtags are a great source of information for creators, especially in videos, so make sure you include at least a few tags in the description of each video. Use precise and descriptive hashtags for the greatest possible reach: if the algorithm can figure out what your photo or post is about, it will be easier for it to share it with people who are interested in that particular topic. (Plus, unlike Instagram ads, hashtags are free!)

Instagram coils can include up to 30 hashtags, but Instagram best practices suggest that 3 to 5 well-chosen tags will serve you better. Do your research, research your niche communities, and use hashtags that really reflect what your post is about. Learn more from our ultimate guide to Instagram hashtags, or check out the list of Instagram Reels hashtags you can copy and paste here.

Feature people in your videos

In a recent experiment conducted by the social media team at Hootsuite to explore the potential for video engagement, we found that videos with people performed exceptionally well. And if users like the video, then the algorithm will like the video.

Hyper-stylized product shots and illustrations can be fun, but ultimately, faces are what truly delight Insta audiences.

Use popular music

Use a trending sound clip and the algorithm (or better yet, algorithmic rhythm) will reward you by getting your clip everywhere.

Create content outside of Reels as well.

Stories, posts, guides: The more Insta content you post, the more likely you are to be discovered. After all, we know that the Instagram Reels algorithm tracks your story with other users. If someone has viewed your other Instagram output, this is a signal for the algorithm to also deliver your latest reel to them.

Follow Instagram Guidelines

Instagram clarifies how it decides what to recommend and who in the Recommendations Guide: consider this document your social media commandments.

“We’re working to avoid making recommendations that may be low-quality, objectionable or sensitive, and avoid recommendations that may be inappropriate for younger viewers,”Instagram wrote.

For example, content that promotes violence, self-harm, or misinformation will not appear in anyone’s feed as a recommendation. Keep it polite and play by the Insta rules for maximum reach.

Give people what they want

Use analytics to learn more about your audience and show content that hits the spot. Instagram Insights allows Business and Creator accounts to access Reels analytics, which includes performance metrics such as reach, comments, and likes.

…and when they want it

Because the Instagram Reels algorithm prioritizes the latest posts, it’s critical to get fresh content when your maximum number of followers is online. As we learned earlier, achieving a high level of engagement with your followers is the first step to getting on the Overview page. (Please tell me what you are taking notes!)

Check out our analysis of the best times to post on Instagram for your industry, take a look at your analytics, or use the Hootsuite post builder to figure out when your audience is online.

Develop an active community

Do you want your videos to be presented to the juicy, juicy “similar audience”on the “Overview”page? It all starts with engaging your brand’s community.

To be clear, we’re not talking about nasty shortcuts like joining Instagram pods or buying followers: we’re talking about rolling up our sleeves and starting a conversation in comments and private messages.

We know, we know: none of these tips on how to make the Instagram Reels algorithm work for you is a “hack”. But if you want to create a social brand with meaningful impact, it takes care and effort.