Insights
Notes on running social for clients.
Guides, playbooks and short videos on approvals, reporting, scheduling and growing a social media business.
Instagram can’t tell who made it either
Instagram won’t cut AI content’s reach just for being AI, and admits ranking makes mistakes. X now credits the original author when a photo is shared. Proving who made it is the creator’s job.
Instagram wants today’s Reel
Meta says almost 45% of recommended Instagram Reels are now less than a day old. The recommendation engine reads like a newspaper, not a library.
Your Part 2 is about to get lost
Instagram is due to remove Reel linking on 28 October, according to an in-app notice, and existing links go too. Every part of a series now has to explain itself to a stranger.
Ask your editing app why the Reel died
Instagram’s Edits assistant reads your Reels data and explains why one held attention and another didn’t. For now it is US only.
Your audience can unsubscribe from your niche
Your Algorithm lets viewers mute topics. One-niche accounts can go quiet while the follow stays.
The live stream is now an ad unit
Instagram’s Live video ads let brands put paid spend behind a creator’s broadcast while it is happening. The Live is no longer theatre. It is inventory.
Watch time is the rent. Sends are the referral.
Instagram ranks Reels mainly on watch time, likes and sends, judged per reach. Raw views are the wrong scoreboard.
Sends beat likes. Design for the DM.
Likes are applause. Sends are recommendations. Design for the DM, not the heart.
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