Instagram Reels Algorithm Explained: How It Actually Works
Complete guide to algorithm on Instagram Reels. Learn proven strategies to grow faster and reach more people.
Instagram's Reels algorithm works differently than TikTok's. While TikTok is pure discovery, Instagram balances between showing your content to followers AND new audiences. Understanding this hybrid approach is key to growing on Reels.
How Instagram Reels Distribution Works
Instagram uses a two-phase system for Reels—first your followers, then broader discovery:
- Phase 1: Reels are shown to a portion of your followers first
- Phase 2: Strong performer = pushed to Explore and Reels tab for non-followers
- Unlike TikTok, your existing audience affects initial performance
- Instagram weighs your account history more than TikTok does
- Accounts with consistent engagement get faster distribution
- New accounts need to 'prove themselves' before getting broad reach
Pro Tip: ViralNow helps you understand which of your Reels will reach beyond your followers.
Ranking Signals for Instagram Reels
Instagram has confirmed these are the main signals for Reels ranking:
- Watch time and completion rate (same as TikTok)
- Engagement rate relative to your typical performance
- Audio track usage—trending sounds get priority
- Whether people visit your profile after watching
- Whether people hit 'like' without just scrolling past
- Shares to Stories or DMs (strong signal)
The Instagram Relationship Score
Instagram tracks how users interact with each account over time:
- Frequent commenters see your content more often
- DM conversations boost visibility to that person
- Story viewers get prioritized for your Reels
- This is why engagement with your audience builds compound growth
- Reply to every comment in the first hour—it signals to Instagram this content sparks conversation
Why Reels Reach Tanks (Common Causes)
Instagram is more sensitive than TikTok to certain behaviors:
- Posting TikToks with visible watermarks = significantly reduced distribution
- Reusing the same audio repeatedly can trigger lower reach
- Hashtag stuffing in comments triggers spam detection
- Engagement pods and artificial boosting can tank your account
- Inconsistent posting schedule makes the algorithm 'forget' you
Frequently Asked Questions
Why do my Reels get fewer views than my TikToks?
Instagram's algorithm is more conservative with new content than TikTok. TikTok throws content at the wall to see what sticks; Instagram is more cautious. Also, Instagram prioritizes content from accounts users already follow, so pure discovery is harder. Build your follower base on Instagram while using TikTok for discovery.
Does cross-posting TikToks to Reels hurt reach?
If you remove the TikTok watermark, you're fine. Instagram has confirmed they suppress videos with visible third-party watermarks. Use a tool to download without the watermark, or better yet, create natively in each app to optimize aspect ratio and features.
Should I use trending audio on Instagram Reels?
Trending audio can significantly boost discovery on Reels—more than on TikTok. Instagram actively promotes Reels using sounds they're trying to push. Check the audio library for songs with an upward arrow; those are getting priority distribution.
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