Instagram Reels Algorithm: 5 Best Practices to Stay Ahead

Instagram Reels, introduced as a direct competitor to TikTok, has quickly become a go-to platform for brands looking to engage audiences through short-form video content. With Reels driving 22% more interaction than standard video posts, they offer a powerful way to boost visibility and customer engagement.

However, as organic reach becomes increasingly competitive, simply creating content is no longer enough. Brands need to understand and optimize the Reels algorithm to stay ahead.

In this guide, we’ll break down the key elements shaping the Reels algorithm in 2025 and share actionable strategies to maximize reach, engagement and brand growth. Whether you're looking to refine your content approach or gain a competitive edge, mastering these insights will help you turn Instagram Reels into a high-performing marketing channel.

What is the Instagram Reels algorithm?

The Instagram Reels algorithm is a system to personalize user experiences by profiling the types of content shown to users. It analyzes various factors such as user interactions, preferences, and previous activities to predict what content your viewers are most likely to enjoy and engage with. It arranges posts on the Reels tab, the Explore page and in users' feeds.

Here’s how an Instagram feed appears based on the keyword search:

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Key factors influencing the Instagram Reels algorithm

The Instagram algorithm determines content visibility based on key factors such as engagement signals, content quality and creator credibility. Understanding these factors can help optimize its Reels strategy for maximum reach and audience engagement. Let’s explore these factors:

1. User activity

Instagram's algorithm prioritizes Reels that generate strong engagement – likes, shares, saves and comments. This underscores the need to create content that cultivates discussion and interaction. Leveraging Q&A sessions, behind-the-scenes insights and thought leadership content can drive deeper engagement with your audience.

2. Reel information

Businesses should prioritize high-production quality, on-brand sound choices and compelling storytelling to maximize retention and discoverability. Moreover, the platform evaluates video elements such as trending audio, captions and resolution. With over 80% of Reels viewed with sound on, audio plays a crucial role in user engagement.

3. Creator credibility

Instagram factors in a creator’s engagement history and credibility when ranking content. To optimize visibility, enterprises should maintain a consistent posting cadence, actively engage in comments and collaborate with industry influencers to extend brand reach and authority.

4. Content quality

High-resolution, original content is prioritized, while watermarked or repurposed videos from other platforms experience reduced reach. Organizations should invest in platform-native content, professional editing and brand-aligned messaging to ensure maximum impact and visibility.

By focusing on engagement, content quality and audience relevance, businesses can create Reels that capture attention and drive deeper brand interactions.

How ranking works on Instagram (ft. Adam Mosseri)

Adam Mosseri, the head of Instagram, explained in depth how ranking on Instagram will work in 2025.

Instagram ranks content based on connected reach (shown to followers) and unconnected reach (shown to new audiences). The three key ranking signals are watch time, likes and sends. One key difference is that “likes” now matter more for followers, while “sends” are more important for reaching new audiences.

Instagram’s Reels ranking process aims to give creators of all sizes a fair chance at visibility. When you post a Reel, it’s shown to a small group of users first. If those viewers engage with the video, it gets more exposure. The algorithm also emphasizes original content, meaning reposts are less likely to perform well unless they offer something new. This approach encourages creators to make fresh, engaging content that can reach users beyond just their followers.

Creators are also encouraged to comply with community guidelines to ensure safety on the platform. Users can report content related to violence, harassment, and self-harm.

However, it’s noteworthy that Instagram's content recommendations aren't governed by a single algorithm. Instead, each section of the app – Feed, Explore, and Reels – operates with its own ranking mechanism, tailored to your unique interactions and preferences.

Read more: 6 Major Social Media Algorithms Explained (+ Bonus Tips)

Best practices to optimize your reels for Instagram algorithm

With popularity on the social media platform driving leads, every business needs a coherent social media strategy to survive. Here are some tips and practices that will help you optimize your visibility with the algorithm:

1. Create high-quality content

Produce visually appealing, well-lit, and properly edited videos. Use the recommended aspect ratio of 9:16 (1080 x 1920 pixels) to ensure your videos are displayed correctly on all devices. Avoid posting blurry or pixelated content.

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Example: Sam Kolder (@samkolder) is a creative director and filmmaker known for his cinematic travel videos and distinct editing style. His Instagram feed includes stunning visuals, dynamic transitions and adventurous storytelling.

2. Focus on a specific niche

Instead of trying to appeal to everyone, concentrate on creating content for a specific target audience. This makes it easier for the algorithm to categorize your content and show it to the right users. Use niche hashtags and engage with your target audience in the comments section.

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When Setton Farms, a pistachio brand, wanted to reach a vegan and environmentally conscious audience, they partnered with @bestofvegan. This account curates vegan recipes and content, ensuring that Setton Farms' promotion was directly targeted at individuals interested in plant-based diets.

3. Use trending audio and effects

Incorporate popular audio tracks and effects into your reels to increase their visibility. The algorithm often favors content that aligns with current trends.

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For instance, a hiking organization can use a trending sound to showcase different destinations, capitalizing on the audio's popularity to reach a wider audience.

4. Optimize for engagement

Encourage viewers to like, comment, save and share your reels. Ask questions, run polls or create challenges to spark interaction. The more engagement your videos receive, the more likely they are to be shown to a wider audience.

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Example: A fast way to drive engagement is by featuring the audience in your reels. Ulta (@ultabeauty) does this by resharing reels from followers who tag them or use their hashtags. Recognition fosters loyalty - when people feel noticed by brands, they engage more, comment more and remain invested.

Pro tip 💡: Use a social listening tool, let’s say Sprinklr, to know about the performance of hashtags and curate them in a way that leads to virality. With such a tool, you can perform hashtag listening by creating queries with the relevant hashtags that your brand wants to monitor. Also, the hashtag search function that some of these tools offer lets you find public Instagram posts and reels tagged with a specific hashtag.

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Ready to refine your hashtag strategy and maximize reach?

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5. Post content consistently

Regularly upload new reels to keep your audience engaged and signal to the algorithm that you're an active account. Consistent posting increases your opportunities to reach new audiences.

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Nas Daily is a great example of consistency and choosing a weekly series. He shares daily one-minute videos around the globe and talks about companies on a weekly basis.

To succeed with Instagram Reels, brands must focus on a data-backed strategy that prioritizes quality, engagement and consistency. Implementing these best practices will help enterprises stay ahead in an increasingly competitive social media space.

Also read: The Instagram Marketing Guide You Need in 2025

Common mistakes to avoid for Instagram Reels

Here are some common mistakes that can negatively impact your reels' performance:

1. Posting low-resolution videos

The algorithm favors high-quality content, so avoid uploading blurry or pixelated videos. Low-resolution videos can deter viewers and signal to the algorithm that your content is not worth promoting.

→ If a real estate company posts a virtual tour of a property with poor video quality, it gets difficult for potential buyers to appreciate the details, and they will lose interest.

2. Using watermarks from other platforms

The algorithm penalizes reels that are re-uploaded from other apps like TikTok and contain watermarks. Focus on creating original content specifically for Instagram Reels to maximize your chances of ranking higher.

→ When a business repurposes a TikTok video for Instagram Reels, the video has the TikTok watermark. This reduces the reel's visibility and makes the content appear less authentic.

3. Ignoring community guidelines

Violating Instagram's community guidelines can lead to your reels being removed or your account being penalized. Ensure your content adheres to the platform's policies to maintain visibility and avoid potential repercussions.

→ A brand that promotes a product using misleading or offensive content, results in the Reel being flagged and removed for violating community standards.

Avoiding these common mistakes is just as important as implementing best practices. By focusing on high-quality, original content and staying within Instagram’s community guidelines, brands can maintain strong algorithmic performance.

Recent updates in the Instagram algorithm

Instagram is introducing new features that enable organizations to enhance engagement, streamline communication and strengthen audience connections.

Companies now have more capabilities at hand to refine their content strategies and drive meaningful interactions. Here’s what’s changing and how businesses can leverage these updates for greater impact.

1. "Trial reels" feature: A new way to test content reach

Instagram is testing a feature that lets users share reels beyond their follower base. This allows brands to experiment with new content ideas while analyzing potential reach and engagement.

How brands can use this to optimize campaigns:

With broader visibility, businesses can test different content styles and formats before committing to large-scale campaigns. A luxury fashion brand could showcase an exclusive collection to gauge audience interest before launch, while a financial services company might test educational content on market trends to see what resonates with investors.

2. Instagram DM upgrades: Enhanced communication for businesses

Instagram is improving DMs with features like message translation, music stickers, scheduled messages, pinned content and group chat QR codes. These updates make customer interactions more seamless and engaging.

How enterprises can leverage these features:

Global brands can use message translation to provide localized customer support, making it easier to engage with international audiences. A SaaS company can use scheduled messages to send timely product updates, while an e-commerce brand can pin FAQs for quick customer reference. Group chat QR codes allow businesses to create exclusive customer communities, cultivating deeper engagement and brand loyalty.

3. Broadcast channel updates: Strengthening audience engagement

Instagram is upgrading broadcast channels with new features like replies, prompts, insights and best practices. These enhancements help brands foster meaningful interactions with their audience.

How enterprises can benefit:

A telecom company could use broadcast channels to share real-time service updates, with replies enabling direct customer feedback. A multinational consumer brand might use insights to refine product messaging based on audience engagement patterns. Best practices will help enterprises craft more effective, data-driven content market strategies that align with consumer preferences.

4. 3-minute reels: More storytelling opportunities for brands

Instagram now allows brands to create reels up to three minutes long using the reels editor. While this may roll out to other regions later, businesses in the U.S. can start using the extended format right away.

How brands can leverage this for engagement:

With more time, brands can craft richer stories, highlight products in detail and share customer experiences. A beauty brand might showcase a full tutorial featuring multiple products, while a B2B company could offer a behind-the-scenes look at an industry event. The key is to keep viewers hooked – use attention-grabbing openings, dynamic edits and clear calls to action.

Instagram’s new features help brands enhance engagement, improve communication and refine content strategies. With expanded reels, upgraded messaging, and better broadcast channels, businesses can strengthen connections and stay competitive.

Final thoughts

As Instagram continues to refine its Reels algorithm, brands must adopt a data-driven, strategic approach to content creation. Success on the platform depends on optimizing for engagement signals, leveraging trending content and maintaining consistency in storytelling.

By aligning Reels strategies with audience behavior and algorithmic preferences, brands can drive greater visibility, strengthen brand authority and ultimately convert views into meaningful business outcomes. Additionally, integrating social media management tools like Sprinklr Social can streamline analytics, scheduling and performance tracking so that every reel contributes to a larger marketing objective.

For brands looking to maximize their reach and engagement on Instagram, now is the time to refine their approach. A well-executed Reels strategy isn’t just about keeping up with trends. It’s about staying ahead of the competition.

Ready to take your Instagram Reels strategy to the next level?

Book a Sprinklr Social demo today and discover how our platform can help you streamline your social media efforts and achieve your business goals.