Instagram’s Reels Algorithm Decoded: What You Need to Know
Before we get started, a brief update.
It is with deep sadness and a heavy heart that I share this: my home was lost in the recent Eaton fires in Los Angeles. Nearly 70% of Altadena, the city I’ve called home for years, has been reduced to ash.
In a matter of hours, everything I owned—everything that made my house a home—was gone.
Family photos, irreplaceable mementos, and treasured heirlooms that spanned generations are now just memories. Among the hardest losses were three generations of cast iron skillets, passed down with love and stories, now melted beyond recognition. These fires didn’t just take possessions—they took history, comfort, and the little reminders of who we are and where we come from.
The past weeks have been a whirlwind of grief, resilience, and reflection. But through the ashes, one thing has become profoundly clear: the importance of clarity, connection, and purpose.
I’ve learned that marketing, whether it’s a product, a service, or yourself, is not just about selling—it’s about creating meaning, building bridges, and sharing something valuable when people need it most.
This clarity has reignited my passion for helping you harness the power of AI for marketing. Whether you’re building a business, amplifying your message, or finding ways to connect more deeply, I’m more committed than ever to helping you make an impact.
Now, let’s dive into today’s topic: Instagram’s Reels algorithm. With the right insights and strategies, you can ensure your content reaches the people who need it most. And as always, I’ll show you how AI can help simplify the process, so you can focus on what truly matters: creating meaningful connections in a world that so desperately needs them.
No, let’s talk about Instagram Reels.
Instagram has finally pulled back the curtain on how its Reels algorithm works, and the insights are invaluable for anyone looking to grow their reach. While many brands have focused on sends and shares, it turns out there’s a bigger picture to consider.
Instagram’s Reels algorithm prioritizes three key metrics:
Average Watch Time – The longer people watch your Reel, the better. This is the clearest sign your content is worth sharing.
Likes Per Reach – A strong indicator of audience interest, especially among your followers.
Sends Per Reach – The ultimate signal of shareability, particularly for reaching new audiences.
But here’s the twist: these metrics are weighted differently depending on who sees your content. Instagram ranks Reels based on two types of reach:
Connected Reach: People who already follow you.
Unconnected Reach: People who discover you through recommendations.
For followers, Likes > Sends. For non-followers, Sends > Likes. It’s a subtle but important distinction that can reshape how you approach your content.
Why This Matters
Understanding these nuances means you can tailor your content to perform better for different audiences. For your followers, focus on creating content they’ll love and engage with directly. For reaching new people, think about shareability—what kind of Reel would someone feel compelled to send to a friend?
This clarity allows you to stop chasing every engagement metric and instead concentrate on the ones that matter most for your goals. But what if you’re struggling to implement this effectively? This is where AI becomes a game-changer.
How AI Can Help You Maximize Reels Performance
AI tools can simplify and supercharge your Reels strategy, helping you create content that hits all the right notes. Here’s how:
1. Brainstorm Creative Ideas
AI tools like ChatGPT can help you generate fresh, on-trend ideas for Reels based on your niche. Use these detailed prompts to get the best results:
🧐 “Generate 10 engaging Instagram Reel ideas for a fitness brand targeting busy moms who want quick home workouts. Focus on creative visuals, motivational captions, and practical tips.”
🧐 “What are 5 fun and educational Reel concepts for a sustainable living brand that wants to target eco-conscious Gen Z users?”
🧐 “Suggest 8 Instagram Reel ideas for a skincare company promoting its new line of organic face masks, highlighting benefits like hydration, glow, and relaxation.”
AI-generated suggestions will provide a variety of ideas tailored to your audience’s preferences, giving you a solid starting point for your content.
2. Optimize Video Scripts and Captions
The first few seconds of a Reel are crucial for grabbing attention. AI tools like Jasper, Writesonic, or Copy.ai can craft compelling hooks and captions. Use prompts like:
🎬 “Write a playful and catchy opening line for a Reel about a coffee subscription box. The video will showcase the unboxing experience with energetic music and quick cuts.”
🎬 “Create a motivating caption for a Reel featuring a 10-minute morning yoga routine. Include hashtags and a call-to-action to save the video for later.”
🎬 “Write a fun, relatable hook for a Reel about how to organize your closet in under 30 minutes. Use a conversational tone.”
AI tools will give you multiple options, so you can test and refine your message.
3. Analyze Audience Behavior
AI-powered analytics platforms like Hootsuite Insights, Sprout Social, or Brandwatch can dig into your data to highlight patterns in engagement. Use these tools to:
💁♀️Identify the types of Reels with the highest watch times and likes.
💁♀️Determine the best times to post based on when your audience is most active.
💁♀️Understand which themes or styles perform better for Connected vs. Unconnected Reach audiences.
Example: You might discover that inspirational Reels work better for followers, while how-to content is more likely to get shared by new viewers.
4. Enhance Visual Content
Eye-catching visuals are essential to stopping the scroll. Use AI design tools like Canva’s Magic Design, Runway, or DALL-E to create professional-quality visuals.
👀 “Design an engaging thumbnail for a Reel about 5 quick breakfast recipes using Canva. Use bold text overlays, vibrant colors, and a playful font.”
👀 “Generate an AI-enhanced video transition that mimics a flipbook animation for a Reel showcasing travel destinations.”
👀 “Create an Instagram Reel storyboard for a fashion brand introducing its spring collection. Include ideas for dynamic transitions and text overlays.”
By using AI, you can produce polished, on-brand content that captures your audience’s attention and keeps them watching.
5. Test and Iterate Quickly
AI can help you experiment and refine your content strategy in real time. Use tools like SocialBee or Later to A/B test different versions of your Reels, captions, or hooks.
For example:
🎯 Post two versions of a Reel—one with a motivational tone and one with humor—and let AI analyze which one drives more engagement.
🎯 Test varying lengths of a Reel, such as 15 seconds vs. 45 seconds, to see which performs better in average watch time.
AI-driven insights can help you adjust your strategy based on what resonates most with your audience.
Final Thoughts
Instagram’s Reels algorithm might seem complex, but at its core, it rewards content that people genuinely enjoy. By understanding how watch time, likes, and sends influence visibility—and leveraging AI tools to optimize your efforts—you can take your Reels to the next level.
Focus on storytelling, creativity, and emotional connection while letting AI streamline the process.
It’s time to create.