For Instagram's algorithm, the caption is the most impactful place for keywords. This is followed by on-screen text, then spoken audio. Surprisingly, the comment section is the fourth and least impactful area the algorithm scans for SEO, a detail confirmed by Instagram's head Adam Moseri.
A simple change of scenery can dramatically impact performance. Internal tests show that reels filmed outside perform, on average, 34% better in views and engagement than identical reels with the same scripts filmed inside. Committing to filming in more dynamic locations is a powerful growth lever.
Content performance on Instagram follows a "reverse bell curve." Reels with minimal editing ("yapping" style) or those with highly cinematic, professional editing perform best. Content with mediocre, in-between levels of editing struggles to gain traction, suggesting creators should commit to one extreme or the other.
To make content relatable and shareable, creators must be more specific, not more general. Sharing nuanced details of an experience (e.g., "spending 3 hours editing a reel that gets 7 likes") activates mirror neurons in the audience, making the content far more effective than a vague statement.
When creators increase their posting volume, they typically see a discouraging drop in engagement for the first 30-60 days. However, according to a Buffer study, pushing through this initial dip leads to a higher average engagement rate over time. Short-term pain leads to long-term gain.