Instagram’s Reels Update Expands Reach for Creators

Published on February 27, 2025

Snapshot: Instagram has fully rolled out its updated Reels ranking system, designed to surface the most engaging content to wider audiences, regardless of a creator’s follower count. The platform announced these changes in April 2024, to improve recommendations and help more creators gain exposure. Reels with high engagement—measured through watch time, shares, and interactions—can scale quickly, reaching new audiences far beyond a creator’s existing following.

This update comes as Reels continue to dominate engagement on Instagram. The platform reported a double-digit increase in global video time year-over-year in Q4 2024, and more than 4.5 billion Reels are shared daily across Instagram and Facebook. As users increasingly consume content from accounts they don’t follow, Instagram’s algorithm prioritizes discovery, offering significant upside for creators who post consistently and create shareable content.

To take advantage of these changes, Instagram recommends:

  • Posting regularly to increase the likelihood of reaching new audiences.
  • Creating content that stands alone, ensuring Reels make sense to viewers unfamiliar with a creator’s brand.
  • Using music and captions to enhance discoverability and engagement.
  • Experimenting with trial Reels, which allow creators to test content with non-followers before broad distribution.
  • Embracing unpredictability, as recommendations prioritize engagement over predictability, giving all creators a fair shot at exposure.

Key quote: “The rise in Reels recommendations is a game-changer for creators looking to expand their audience,” said an Instagram spokesperson. “By focusing on engagement-driven content, creators now have more opportunities to be discovered and grow.”

Full story: Instagram

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