BREAKING: Instagram CEO SHOCKS with NEW Algorithm Updates (2024)

Summary

In 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.