Instagram’s algorithm now favours video content. Here's to keep your content at the top of the feed.
In case you missed it Instagram announced back in late 2021 that it is no longer simply a photo-sharing app. Head of Instagram, Adam Mosseri, announced that Instagram’s algorithm for video content is changing. The app will begin to lean into and prioritise entertainment and video content after seeing the success of competitors like Tik Tok and YouTube. Meaning video content and SEO for Instagram are essential. You may have the new feed which is… Similar… To another social media platform.
But, what does this shift in the algorithm mean for businesses that rely on Instagram for advertising? And how can businesses adapt their marketing strategy to keep their content at the top of the feed?
Instagram moving away from being a photo-sharing app means more than just pivoting to focusing on video. It means that Instagram is looking to have more content in the 1920×1080 format (including images). So not only will this change the content you deliver but the aesthetic of your grid.
For businesses and influencers alike, this means that Instagram will no longer be prioritising posts based on popularity, post time, or even interactions. Video content is now key.
Here’s how to keep your content at the top of the feed:
Use Trending Sounds
Using trending sounds is the key to going viral on Instagram. Why? When a lot of users interact with a particular sound, the algorithm adds more of the same video content to their feed.
Trending sounds can be found by: scrolling through the Explore Page, checking out the Trending Reels and Tik Tok playlists on Spotify, and simply spending time on Tik Tok. Both audio and visual trends begin on Tik Tok so you can get ahead of Reels trends by hanging out there.
Hashtags are SEO for Your Reels
Hashtags are the best way to attract potential customers to your content when done correctly. This is because hashtags help the algorithm understand your content and also place your content in hashtag groups where potential customers can find them.
Hashtags are SEO for your reels. They allow the algorithm to analyse the hashtags used on your post and deliver them to relevant Instagram users. For this reason, it is more beneficial to use hyper-relevant hashtags than generic hashtags.
Interestingly, hashtags seem to not be effective on grid posts now, only reels.
Add Your Own Spin to Trends
Getting on current trends is easy, but it’s important to not just replicate the work of another brand and for the Reel to stand out from the crowd. How? Add a niche spin to the video content and let Instagram’s algorithm for video content do the rest.
This type of content is also easily linked back to the Instagram Shop and is a great way to adapt a business’ ecommerce strategy.
Use Creative Edits and Transitions
The key to keeping viewers engaged and watching the entire Reel are creative edits and interesting transitions. Watch time is paramount in telling the algorithm that a Reel is worth pushing to a wider audience.
There is a multitude of YouTube videos and tutorials explaining how to make complicated and visually stunning transitions and edits. However, they can be as simple as cutting to a new product or zooming in on a product. Anything to keep the audience interested.
Planning both the video content and posting schedule is key.
Captions are also SEO
Instagram has taken its first steps to become a search engine by rolling out a keyword search in a few countries. It is already well known that SEO can help to grow your small business but now SEO can help the business’s social media accounts as well.
So deliberate use and planning of captions are vital for showing up in search results.
Remix Reels
The Instagram algorithm loves when you use its new features and Remix is the latest Reels feature to be launched. This means Remixed Reels are at the top of the feed.
Remixing is the same as dueting a video on Tik Tok and is an effective way to collaborate with other brands and influencers.
Utilise Q&As in Your Reel
Putting a call to action in a Reel, such as a Q&A, is a great way to get your viewers coming back for more and find inspiration for future content.
It’s simple. Use a Reel to encourage your audience to ask a question in the comments. Then take a question and use it in your next Reel. This tactic is a way to use Instagram’s algorithm for video content to your advantage as well as increase your video content volume and keeps viewers returning to see if their question was answered.
Use Subtitles to Increase Accessibility and View Count
Instagram rolling out captions for Reels is a game-changer. With the majority of viewers using Instagram with the sound turned off, captions are vital in reaching both the target audience and people who are deaf and hard of hearing.
Captions can be used in any Reel by using the caption sticker, just like in Stories.
Share Reels to Stories
Reels views via stories count toward the Reels total views. So sharing a Reel to Stories is a great way to boost views. However, a call to action is essential to increase engagement on the Reel so share Reels with a reason to click, like, comment or share.
