BREAKING: Instagram CEO SHOCKS with NEW Algorithm Updates (2024)
Summary
TLDRIn this insightful video, the CEO of Instagram reveals nine key aspects of the platform's algorithm, emphasizing 'sends per reach' as the most critical metric for content success. He advises that short-form content should be understandable without sound, given half of viewers watch without it. Early engagement is crucial, and the algorithm favors content that prompts sharing among friends, not just public interaction. The video also discusses the importance of follower counts, the distinct algorithms for different Instagram feeds, and the emerging 'DM flywheel' where private messaging drives content sharing. The CEO hints at a future where Instagram prioritizes direct messaging over public posts, reshaping content strategy.
Takeaways
- 📈 The most important metric in the Instagram algorithm is 'sends per reach', which measures how many people share your post with their friends relative to the total impressions it gets.
- 🎥 For short-form content like Instagram Reels, it should ideally be understandable with the sound off, given that approximately half of the users watch videos without sound, emphasizing the importance of visible captions.
- 🔥 Early engagement is crucial; if a post gets shared rapidly within the first hour, it's more likely to be noticed by the algorithm, suggesting the importance of prompt interactions like comments and shares.
- 🚫 Do not rely solely on Instagram's analytics dashboard, as it may not show all the important metrics like 'sends per reach', and consider using alternative tools like automated Google Sheets dashboards for better insights.
- 🔢 Follower count matters as it correlates with reach, but its importance is diminishing as more content is discovered through recommendations rather than following.
- 🗣️ Instagram's mission is to connect people with friends, not just to the world or news, which means content that is more likely to be shared among friends has a higher chance of rising to the top.
- 📲 There are different algorithms for the home feed, explore feed, and Reels feed, with each having unique factors for content ranking, although some factors like 'sends per reach' and engagement are consistent.
- 💬 The 'DM flywheel' concept suggests that sharing content through direct messages can drive more engagement and is likely to be prioritized by Instagram in the future.
- 😀 Creating content that triggers an emotional reaction, such as excitement or fear, can increase the likelihood of it being shared, leading to more 'outlier views'.
- 🏆 Building a brand with short-form content can be challenging due to the volume of content consumed, but it's possible by standing out and making an impact with each piece of content.
- 📹 Long-form videos may not be as effective on Instagram for sparking conversations and should be considered for platforms like YouTube, where they can be more impactful.
Q & A
What is the most important metric in the Instagram algorithm according to the CEO's interview?
-The most important metric is 'sends per reach', which measures how many people share your post with their friends divided by the total impressions.
Why is 'sends per reach' more important than likes or views on Instagram?
-'Sends per reach' is more important because it indicates how engaging and shareable the content is, which is a key factor in the Instagram algorithm.
How can captions improve the performance of videos on Instagram?
-Captions are important because roughly half of the viewers watch Instagram videos without sound. Visible and clear captions in the feed can help convey the message even without audio.
What is the significance of early engagement on Instagram Reels?
-Early engagement, such as shares and comments within the first hour, is crucial as it signals to the algorithm that the content is engaging and should be shown to more people.
Why is it recommended to create short-form content that can be viewed with the sound off?
-Since about half of the viewers watch Instagram videos without sound, creating content that can be understood without audio ensures wider accessibility and comprehension.
What is the 'DM flywheel' and how does it relate to Instagram's mission?
-The 'DM flywheel' refers to the cycle where users share interesting content with friends via direct messages, sparking conversations and further sharing. This aligns with Instagram's mission to connect people with friends.
How does Instagram differentiate between the home feed, explore feed, and Reels feed in terms of algorithmic preferences?
-While factors like 'sends per reach' and average view duration rank equally across all three, the home feed prioritizes content from accounts you follow and mutual follows, focusing more on friend interactions like comments.
What is the impact of follower counts on the reach of Instagram content?
-Follower counts are important as they correlate with the potential reach of content. However, in a world where recommendations play a larger role, the reach is increasingly coming from the recommendation system rather than just followers.
Why is it advised not to use the 90-second Reels feature for long-form content?
-The 90-second Reels feature is not recommended for long-form content because views over 90 seconds are not being recommended in the explore page order, limiting the content to only the creator's followers.
How can understanding the 'DM flywheel' help content creators?
-Understanding the 'DM flywheel' can help creators produce content that is more likely to be shared in direct messages, which Instagram may prioritize in the algorithm, leading to increased reach.
What is the challenge of building a brand with short-form content on Instagram?
-The challenge is that short-form content can be consumed quickly and may not leave a lasting impression on the viewer, making it harder for the creator to build a recognizable brand.
Outlines
📈 Instagram Algorithm Insights: Key Metrics and Content Strategy
This paragraph delves into the Instagram CEO's recent revelations about the platform's algorithm, focusing on the importance of 'sends per reach' as the most critical metric for content performance. The CEO emphasizes that the number of people who share a post with friends is more significant than likes or views. Additionally, the discussion highlights the need for content to be engaging without sound, as roughly half of Instagram users watch videos without sound, making captions crucial. The speaker, Jordan, shares his experience and insights, including the creation of a free overlay for better caption visibility. Early engagement is also crucial, with high shares in the first hour often leading to greater reach. The paragraph concludes with a critique of Instagram's analytics dashboard, suggesting the need for a more accurate measurement tool, such as an automated Google Sheets dashboard.
🔍 Understanding Instagram's Content Discovery and the DM Flywheel
The second paragraph explores the differences in Instagram's algorithm across the home feed, explore feed, and reels, noting that while engagement metrics like sends per reach and average view duration are consistent, the weightage may vary. The home feed prioritizes content from followed accounts and mutual follows, encouraging more interaction like comments. The speaker discusses the platform's mission to connect people with friends, not just the masses, and the importance of sharing content that would be suitable for individual conversations. The 'DM flywheel' concept is introduced, where sharing content in direct messages (DMs) starts a cycle of engagement that can lead to more views and shares. The paragraph also touches on the potential shift in sharing habits from public to private DMs and the implications for content creators.
🎥 The Impact of Short Form Content and Building Brand Identity on Instagram
In this paragraph, the focus shifts to the challenges and opportunities of short form content on Instagram. The speaker discusses the algorithm's preference for short videos that spark conversations and are more likely to be shared, thereby connecting people with their friends. The importance of total watch hours over views is highlighted, suggesting that longer videos may not be as effective on Instagram. The speaker recommends compiling long-form content for platforms like YouTube instead. The paragraph also addresses the difficulty of building a brand identity with short form content due to the sheer volume of content consumed, making it harder for creators to stand out and be remembered. The speaker advises against using the 90-second reel feature unless there is a compelling reason, as it may not be recommended in explore or shown to a broader audience.
Mindmap
Keywords
💡Instagram Algorithm
💡Sends Per Reach
💡Impressions
💡Video Performance
💡Watch Time
💡Captions
💡Early Engagement
💡Instagram Analytics Dashboard
💡Follower Counts
💡DM Flywheel
💡Short Form Content
Highlights
The most important metric in the Instagram algorithm is 'sends per reach'.
For evaluating video performance on Instagram, focus on 'sends per reach' rather than likes or views.
Duration and watch time matter, but they are less important than 'sends'.
Successful short-form content should ideally be viewable with the sound off, highlighting the importance of captions.
Approximately 50% of Instagram users watch videos without sound, emphasizing the need for visible captions in the feed.
Early engagement, especially within the first hour, is crucial for content to gain traction.
Instagram's analytics dashboard may not fully reflect the importance of certain metrics like 'sends per reach'.
Follower counts are important, but reach is increasingly influenced by the recommendation system rather than just followers.
Content that stimulates a desire to share with friends is prioritized by Instagram's algorithm.
Different algorithms operate for the home feed, explore feed, and reel feed, each with unique factors.
Instagram's mission is to connect people with friends, not just the world or news, which influences content prioritization.
The 'DM flywheel' effect, where content is shared in direct messages, is a significant driver of engagement.
Sharing in private DMs is predicted to increase in importance over public sharing on feeds and stories.
Content that triggers emotional reactions, such as fear or excitement, can lead to higher sharing rates.
Building a brand with short-form content can be challenging due to the rapid consumption and lower memorability.
Instagram's algorithm favors short-form videos that spark conversations and sharing, rather than long-form videos.
Creators should consider posting compilations of short-form content to platforms like YouTube for better visibility.
Total watch hours are more important than views on any platform, indicating the value of engagement over mere viewership.
Transcripts
two days ago this interview with the CEO
of Instagram dropped and he shared nine
things about the Instagram algorithm
that I did not know before for example
the percentage reach per thousand
Impressions is the most important stat
in the Instagram algorithm but one of
the most important things to look at if
you're trying to evaluate how your
videos or anything is doing on Instagram
is definitely the send sends I would
look at send per reach so of the people
who saw it how many of them sent it to a
friend yes not likes not even view
duration but don't believe me just
listen justes like watch time matter or
length of time I spend on a on a real
yeah they definitely matter they matter
a lot less than sense and even if you
already watch the podcast I'm sure you
didn't fully pick up on at least five of
the nine things that I will share next I
watch the podcast twice and spend more
than 20 hours to condense only the
valuable insights for myself my team and
for you and I selected only the valuable
Parts the valuable clips that we watch
together by the way if you're new I'm
Jordan did over $4 million in Revenue
hired over 50 people and started making
videos on YouTube since 2012 and I
promise you you will learn more from
this video than the original one because
I respect your time and you basically
get all of the insights without missing
one of them without having to watch 92
minutes and I even share more and also
created a checklist you can use yourself
or send to your team including practical
tips on how to apply the algorithm
insights that Adam shares himself so
let's start with the most important
metric in the algorithm sents per reach
so is that the most important factor
then when it comes to reach shares her
impressions on on average on average
yeah that is is how many people send
your post to friends divided by the
total Impressions you get so in this
example of course 20 cents are better
than five with the same amount of views
number two if you want to have a
successful short form piece of content
it ideally should be able to be viewed
with the sound off how many people watch
Instagram with their sound off it was
roughly half that's why captions are so
important that's why you got to make
sure your captions are visible in the
feed not just in the full screen viewer
one of the classic mistakes is put your
captions and you don't even see them
until you expand the video
50% probably watch your RS without sound
I mean I didn't know this and most
editors put the captions on the bottom
probably yours as well so I created an
overlay that you can download for free
and send to your editor or use yourself
if you edit your own videos you can find
it in the link in the description number
three early engagement any of our reels
that you know hit the the I would say 3
four million plus Mark which is only a
few but the ones that have it's
relatively immediate that they got they
start getting shared M yeah it's it's
like within the first hour if we are
getting if there people are sharing them
in their stories at a high velocity then
yeah that's what we're you see the
finger you notice this important early
engagement is the holy Grill and I must
say this is absolutely true based on my
own personal experience for instance
this video that I posted some time ago
got more than 10 times the amount of
Impressions and the main thing I noticed
is because it got a flood of comments in
the first hour so ask yourself how can I
get comments sents in the DMs and story
shares in the first two hours again I
share some of my IDs in the checklist
number four don't trust the Instagram
analytics dashboard is that a stat that
like you give to us yeah you can look at
shares and you can look at reach and
then you you divide those too we should
make it and I have had this conversation
many times with the team it's amazing
how little influence I feel like I have
on a day-to-day basis so the most
important stat cents per reach is not
shown in their professional dashboard
and of course I want to measure it so I
saw to work on an automated Google
Sheets dashboard and if you want free
access when it's ready you can join the
free WhatsApp group below again it's
free but only for serious creators no
spam no promotions and no questions that
can be answered on Google all right
number five how important are follower
counts follow account is super important
because you're going to have a much
better chance of reaching anybody who
follows you than anybody who doesn't
follow you so there's a really strong
correlation between how many followers
you have and how many people you reach
that said they matter less today in a
world where there is more time spent
looking at recommendations than before
the larger percentage of your average
reach will be through the recommendation
system simply said most of your reach
comes from recommendations not your
followers so assume you're talking to
strangers instead of people who know you
already because they likely don't even
Alex josi with 2.6 million followers
does this listen up way more people
don't know me than know me but you kind
of fall into this trap of assuming
you're talking to your warm audience
rather than what you're making the
content for which is people who've never
met you before and so keeping that top
of mind which is that we want to make
sure that we welome welcome everyone and
that we don't have inside jokes that
only people who are on the inside feel
it because then all it does is it
excludes people that are new and you
want new people to follow you right
number six are there different
algorithms for each of the three feeds
that Instagram has and then I'm talking
about the home feed the explore feed and
the R feed and the answer is yes there
are differences in those three places
what are are all those factors that we
just talked about sends per reach length
like essentially average view duration
on a video engagement like that those
factors rank equally across those three
Discovery platforms no not quite the
same so in feed we try to heavily
preference content from accounts that
you follow and accounts where you've got
Mutual follows so if you and I follow
each other we're probably friends in
real life so that content will got it
that content we will value more um in a
number of ways one of is like we just
shift more of the weight and the value
model towards things that friends would
do with each other's content like
commenting which would matter Less in an
unconnected content where if you're
commenting on a public real you know
it's different it's a different place um
that probably matters Less in
unconnected surfaces like explore or
real again I share practical tips in the
notion checklist but listen closely to
the following clip it's very important
to understand that honestly I've never
heard it before part of our reason to be
which is to connect people with friends
did you know that to connect people with
friends not the world not the news not
famous people but friends that's
apparently their mission which is
crucial to know for what Adam will share
in the next two clips the content that
rises to the top is the content that you
would share with an individual in a
conversation not that you would yell
from a rooftop to the whole world that's
really interesting like that it is
interesting because I always thought
that reaching the masses was much more
important but Adam is saying that they
prioritize posts that get sent to
friends even more which brings me to
probably the most important thing that I
learned from this interview which is the
DM flywheel that is an interesting
moment because you discovered something
that someone made something creative
something beautiful something
interesting and then you shared it with
a friend in this hypothetical world you
and HRA are also buds of course and then
he he psyched to get it and that you
might actually have a conversation about
gardening basil whatever you like but
then he came back to Instagram and then
he actually probably checked out some
more things and then maybe he saw an
amazing you know soccer highlight and
then he sent that to me and that's the
flywheel so again start measuring cents
per reach it's probably the most
important thing but also probably the
most overlooked one since most creators
just look at their views right so how
does this DM fly work and short you see
an interesting post you want to share
the emotion so you share it with a
friend in the DMS and your friend now
comes back to Instagram and get hooked
to do the exact same cycle that is the
DM flywheel and Adam predicts this will
only increase more in the future sharing
is going to shift from feed based
formats to messaging based formats You'
mentioned Snapchat before Snapchat is
not a stories product yes they have
stories the vast majority of sharing at
Snapchat is in messages there are way
more photos and messages shared on
Instagram in a given day than posted to
stor and there are way more photos and
videos posted to stories than posted to
feed yet people think of us as a feed
app so you're going to see that continue
to shift DMS DMS DMS more people will
share stuff in private DMS rather than
on Feed and stories for example instead
of reposting a funny meme you see or
some of those motivational quotes to
your story or even your feed you share
it in the DMS to a friend and my
prediction Instagram will continue to
prioritize DM engagement so maybe go
through your own DMS and find out why
you sent certain post to friends
recently and here colen and Samir share
their assumptions behind their outlier
views a lot of those reals are about
generative AI or about the rayan meta
about like future Tech and I think that
you know plays to multiple human
emotions one is like excitement you know
there's like the excitement for the
future isn't this crazy I got to share
it with a friend the other is fear right
like this is terrifying so I have to
share it with a friend yeah um and I
think when you tap into understanding
like triggering an emotional reaction
from someone and ideally that emotional
reaction is the desire to connect with
someone else that's where we've seen the
the highest philosophy so if you can
create content that stimulates the
desire for someone else to share it with
a friend because of emotions such as
strong fear or excitement then you may
start to see more outlier views as well
now let's hear Adam talk about the last
thing that most creators right now are
wondering about especially after
Instagram well release a new feature
that's a challenge that creators have
with short form content no matter where
it is is building brand right if you're
making long form content it is difficult
but if someone chooses to spend 20
minutes with you they will remember you
tomorrow there are times when with short
form content because you can consume so
much in such a short amount of time that
you may not actually remember the
Creator you just saw even if you loved
what you just saw right it feels like it
served the purpose of entertainment for
you like that lean back experience I
don't know if I agree so yes if you were
going to compare someone who watched one
15-second video end to end and one
15-minute video end to end so clearly
you're going to have more memory more
affiliation with 15-minute video I don't
know that means that on average the
average shortterm creator has a harder
time building a brand because the
average short fir Video Creator can make
many more videos for the in the same
amount of time for the same amount of
money so you might mean you get more at
bats I think it's what makes it harder
to stand out on the first for his first
impression are surrounded yeah so do not
use the 90 plus second real feature they
even share that views over 90 seconds
are not being recommended in explore
views page order for you pages so these
means it is only shown to your own
followers so only use the option if you
have a clever reason to do so by the way
the feature is only available to in the
US anyways but more so here Adam shares
the big reason why the algorithm loves
short ruse you start a conversation then
that helps them discover more things
themselves and they send it to someone
else and that starts another
conversation and that's why short from
video for us is so symbiotic with
connecting people with their friends
whereas in you know the world you come
from of long form video is much less so
because if you spend 20 minutes watching
or 50 minutes watching a pod video
you're probably consuming a lot less
content from Friends sending a lot less
things to friends long form videos do
not spark the DM fly view so don't post
them on Instagram but I recommend
consider posting a compilation for
example of your views to YouTube as loow
hanging fruit just try it out to see if
it has any impact and gets views by the
way if you want to know why total watch
hours matters more than views on any
platform then you may watch this video
next and maybe send this video or the
free resources to your team so they are
up to date as well without paying them
to watch 92 minutes of a podcast talk
soon
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