Every few months a new “the algorithm changed” post goes viral. Most are guesses. The more useful starting point is what Instagram itself has said: its head, Adam Mosseri, has repeatedly named three signals as the most important for ranking — how long people watch, how many like the post relative to how many saw it, and how many send it to someone else relative to how many saw it.
This guide explains those signals, why follower and non-follower reach can differ, and what you can test in your next reel. Instagram’s statements are useful direction, but they are not a formula that predicts the reach of an individual post.
Signal 1: average watch time and retention
Average watch time tells you how long people stayed. Retention and completion show where they left or whether they reached the end. Short reels can be easier to finish, but a high completion rate is not a universal substitute for watch time. Compare reels of similar length and topic before drawing a conclusion.
- Open with the most interesting moment, not an intro. “Hi guys, welcome back” costs you viewers.
- Cut pauses. Every gap is a chance to scroll away.
- Match length to the idea: a reveal may be brief, while a tutorial needs enough time to deliver its steps. Cut only what does not help the viewer.
- Replays count: a satisfying loop or a transition people want to see again lifts watch time.
Signal 2: likes per reach
Like rate compares likes with the number of people reached. Fifty likes from 500 people reached is a higher rate than 200 likes from 20,000 reached, though that ratio alone cannot tell you which reel Instagram will show more widely. Mosseri has said likes weigh a little more for content shown to people who already follow you.
You do not need to beg for likes. Make the reel about the viewer — their problem, their reaction, their festival — and end on a strong final frame. People like what they recognise themselves in.
Signal 3: sends per reach — the strongest for new audiences
A “send” is someone sharing your reel with another person, usually in a DM. Mosseri has said sends weigh a little more for content shown to people who do not follow you. That does not assign a fixed value to one send: focus on making something a viewer would genuinely pass to a friend.
When you compare posts, use sends per reach rather than the raw send count. A larger audience naturally creates more total sends, even when a smaller reel inspires a higher share of its viewers to pass it on.
- Relatable: “POV: your mother when you buy another saree” — people send it to the friend it describes.
- Useful: a checklist, a price comparison, a hack — people send it to whoever needs it.
- Ask, gently: “Send this to someone who needs it” on screen or in the caption.
- Never make a reward depend on sharing. Instagram treats artificial engagement as spam.
What Instagram has said matters less
Use relevant hashtags to describe the topic, not as a substitute for a useful reel. Posting when your audience is active can help people see it sooner, but there is no guaranteed first-hour boost. Meta says it favors original posts in recommendations over identical reposts, so use your own footage or add meaningful new work when you build on someone else’s idea.
How to read your own numbers
Open a reel’s insights and compare it with your others, not with other accounts. Three quick checks:
| Check | If it’s low | Try |
|---|---|---|
| Average watch time vs. length | People leave early | A stronger first two seconds; cut the intro |
| Likes ÷ reach | Followers aren’t engaged | Content closer to what your audience asks for |
| Shares ÷ reach | Few people send it | More relatable or useful angles; an on-screen “send this to…” |
Questions people ask
Do I need to post every day?
No fixed schedule guarantees reach. Choose a pace you can sustain, keep each reel useful and original, and use your own insights to decide whether posting more often helps.
Does deleting and reposting a reel help?
There is no evidence it helps, and repeated reposts can look like spam. Make a new version with a better hook instead.
Are trending audios necessary?
No. Choose a sound when it fits the idea and your account can use it. Compare the reel’s results with your other posts rather than assuming a trending song adds reach.
Sources
- Instagram — Adam Mosseri on watch time, likes and sends
- Meta — original content in Instagram recommendations
- Meta — Best Practices in the professional dashboard
Written by the aipatnam team from Meta's developer documentation and what we see building tools for Indian creators. Platform rules change; we review these guides regularly. Spotted something out of date? Tell us.