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The short video format is becoming increasingly popular on Instagram. But how does the platform decide which reels are played out to users? Instagram is now clarifying.

Instagram's video content offensive has pushed the TikTok-like format Reels heavily in recent months. While companies and users were a little skeptical at first, more and more clips are now being produced and uploaded for the format. Nevertheless, many users and businesses are still unsure why some videos on the platform can quickly build up to reach and others not. That's why Instagram has now published a new post in which the social group explains the Reels algorithm.

That's why your reels are played out to others: Instagram explains three areas of the algorithm

The platform primarily addresses three factors that contribute to your reel being displayed to users or not:

The Reels algorithm evaluates how likely it is that users will interact with your contentJust like with other content; the potential interaction is decisive for the algorithm whether the reels are played or not. That is, Instagram tries to rate how likely it is that you saw the clip

look completely.
See and then want to create a reel yourself.
Reels are played based on users' previous signals.
In this resource from we will teach you all you need to know about the Reels and Algorithm works. The social media platform collects so-called signals from users. Based on these, the system decides which clips are to be played out to the users. The most important signals include:

What reels you've interacted with (liked, shared, or commented on) so far.
The previous interaction with the users who posted the clip.
How other accounts interact with the posted reel.
Whether the clip contains all information (audio information, etc.).
Political issues, recycled clips, and other violations will result in your reel's range being restricted.
Instagram also goes into the factors that contribute to your reels not reaching a large user group. The social group says it restricts clips that deal with controversial political issues that have been previously posted on another platform or are used by political figures, organizations, or the government to spread their agenda.

Do you want to know what the future of social commerce on Instagram looks like? Then listen to our latest episode of the Digital Bash Podcast. Here we talk to Lisa Dauvermann, Head of Commerce Platforms/Marketplace at Facebook, about super hacks, new shopping options on Instagram, and the potential of the Discover Feed.

Instagram is increasingly becoming a video platform

Whether this superficial insight into the Reels algorithm can really help companies to build their reach is debatable. One lesson that can certainly be gleaned from the post, however, is that reels – just like all the other content in the app – should generate as much interaction as possible in order to go viral. Businesses and brands should, therefore, definitely include a call to action in their posts.

It's no secret that Instagram will increasingly focus on video content in the future. CEO Adam Mosseri recently announced that Instagram is no longer a photo platform. Various tests, such as the text-to-speech feature, which social expert Alessandro Paluzzi only recently discovered, underline that the focus is clearly on the moving image format.

Companies should definitely deal with reels and find a strategy to use them effectively for themselves.

You will get a PNG (2MB) file
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