Instagram’s Algorithm Secrets: Watch Time, Likes, and Sends
Adam Mosseri, Instagram’s head, has launched a video series to help creators understand how the platform’s algorithm works. In the first video, he highlighted three key factors that significantly impact the reach of your content: watch time, likes, and sends.
Watch time measures how long users engage with your posts, likes reflect direct audience approval, and sends track how often your post is shared with others. Mosseri emphasises that paying attention to these metrics—average watch time, likes per reach, and sends per reach—can help you optimise your content strategy.
For creators aiming to reach their existing followers, likes are the key metric to prioritise. For those looking to expand their audience, sends become the most crucial factor, as shared content signals broader relevance to Instagram’s algorithm, resulting in greater exposure on Explore and recommendation feeds.
Comments No Longer Drive Reach
Interestingly, comments were not mentioned among the top algorithmic signals. While comments may contribute to watch time by keeping users engaged for longer, they no longer directly influence amplification. This marks a shift from past strategies that rewarded discussion, reflecting Meta’s ongoing efforts to reduce divisive content without penalising specific topics outright.
Profile Grids Go Vertical
Instagram has officially rolled out vertically aligned thumbnails for profile grids, moving away from the familiar square layout. This update reflects the platform’s shift toward vertical content, such as Reels, and mirrors TikTok’s design language.
While this new format highlights individual posts more effectively, it has disrupted the curated grid designs that many creators carefully crafted. To address this, Instagram is developing tools to allow users to customise their thumbnails and reorder their grids, helping them regain control over their profile’s overall aesthetic.
Highlights Integration and More Grid Options
Highlights are also undergoing a revamp. Instagram plans to integrate Highlights into the main profile grid while also giving them a dedicated tab. This will streamline profile displays while providing new opportunities to feature your most important content.
Additionally, Instagram is working on tools that allow creators to re-order their entire grid, giving them greater flexibility to control how their profile appears.
Reels Get Longer – But Should They?
Instagram has extended the maximum length of Reels to three minutes, up from 90 seconds. This change responds to creator feedback requesting more flexibility for storytelling. However, Instagram has consistently advised that shorter Reels perform better in terms of engagement.
While the longer format aligns Instagram more closely with TikTok and YouTube Shorts, creators should carefully evaluate their audience’s preferences and track performance metrics before fully committing to longer clips.
Bluesky Introduces a TikTok-Inspired Video Feed
Bluesky, a decentralised social media platform, has introduced a vertical-swiping video feed, following the trend popularised by TikTok. This feed is customisable, allowing users to curate their experience and integrate with Tik, another decentralised platform built on the same protocol.
This move reflects Bluesky’s commitment to giving users more control over their content and experience, a philosophy that sets it apart from more traditional, corporate-owned platforms.
