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.
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.
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.