Instagram has announced a new version of the Instagram roles Algorithm, and it will drastically change the way brands and creators use the viral video platform.
The algorithm now prioritizes rolls made in TikTok with a TikTok watermark and prefers the original roll content instead.
For brands and creators, this creates a new opportunity to reach new target groups, be creative and stand out from others.
Are you ready to learn more? Discover everything you need to know in this blog post:
How does the Instagram Reels algorithm work?
Instagram’s Reels algorithm has been a mystery, especially when it comes to what is shown as a suggested post or on the Reels Explore tab.
However, in a recently published post, Instagram announced that the algorithm would use content that is visible from other apps (e.g. Tick tock) as well as poor quality video content.
In particular, Instagram said that content with visible watermarks or logos from other apps becomes less discoverable in places like the Roles tab.
Essentially, this update means that recycled or blurry content is harder for audiences to discover – and therefore receives fewer views.
This is a direct step by Instagram in preventing developers from promoting each other’s TikTok videos on Instagram – a move that isn’t surprising considering how closely the two apps compete for the same audience.
Instagram has also confirmed that it gives priority to “entertaining, funny, and interesting content” in recommended Reels suggestions.
Ready to kickstart Instagram roles Strategy? This step-by-step guide will show you how to create your first Instagram role Video:
How to Hack the New Instagram Reels Algorithm
Given these changes, brands and developers can update their content strategy to take advantage of the Instagram algorithm.
According to Instagram, Brands, and Creators should post roles that:
- Are entertaining and funny (i.e., please people, grab their attention, make them laugh, or have a funny surprise or twist)
- Are inspirational (i.e. a trend is starting that others can easily participate in)
- Use creative tools such as text, filter or camera effects
- Uses vertical video
- Use music from Instagram music library and / or original audio that you create or find on Reels
- Are experimental! Try something new, be yourself and see what works for you
On the flip side, Instagram advises that brands and developers shouldn’t post roles that:
- Are blurry due to the low resolution
- Are visibly recycled from other apps (i.e. contain logos or watermarks)
- Uploaded with a frame around them
- Let text cover most of the image
- Not meet Instagram Community Guidelines
If you follow these Instagram role tips straight from Instagram, you will have a better chance of hacking the algorithm, reaching new audiences, and increasing your number of followers.
Are you ready to create your first Instagram role? Here are our top 5 resources on the Later blog to get you started:
- How to create and upload your first Instagram roles in 3 easy steps
- The ultimate guide to Instagram roles
- 15 Instagram Role Ideas To Post Today
- Instagram Reels Shopping: All You Need To Know
- How brands (already!) Go viral with Instagram roles
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Jillian is a content marketer at Later in the UK. She’s a lover of London brunch spots and an avid listener of true crime podcasts. You can connect with her on Instagram @ jillwrren.