Podcast Summary: Good Content with Shannon McKinstry – Episode: Making Sense of the Instagram Algorithm

Release Date: February 4, 2025

Introduction to the Episode

In the episode titled "Making Sense of the Instagram Algorithm", host Shannon McKinstry demystifies the often misunderstood Instagram algorithm. Aimed at content creators and business owners looking to enhance their social media presence, Shannon breaks down the complexities of the algorithm, offering actionable insights to optimize content for better reach and engagement.

Understanding the Instagram Algorithm

Purpose of the Algorithm

Shannon begins by clarifying the primary goal of social media algorithms:

Shannon McKinstry [00:00]: "The algorithm is trying to help you... it's actually trying to help you."

She explains that the algorithm's main objective across all platforms, including Instagram, TikTok, and LinkedIn, is to keep users engaged by presenting content that aligns with their interests. This approach ensures users spend more time on the app, benefiting both the platform and its content creators.

Adam Mosseri's Insights

Referencing insights from Adam Mosseri, head of Instagram, Shannon highlights a simplified explanation of the ranking system:

Shannon McKinstry [06:30]: "Adam Mosseri recently broke it down in the most simplistic way... he gave us a little more intel into the ranking system."

While Mosseri didn't unveil groundbreaking information, his breakdown reinforced existing understandings and provided additional clarity on how content is evaluated and promoted.

Connected Reach vs. Unconnected Reach

Shannon categorizes Instagram's content reach into two main streams:

1. Connected Reach: This pertains to content from accounts that users already follow. Engagements here include likes, comments, shares, and saves.

   Shannon McKinstry [12:45]: "Content you see from people you’re already following is called connected reach."

2. Unconnected Reach: This involves content from new or unfamiliar accounts, often found through recommendations or the Reels tab.

   Shannon McKinstry [13:20]: "Unconnected reach is when you engage with content you have not seen before or people you are not following."

Understanding these two categories is crucial for creators aiming to expand their audience beyond their existing followers.

Key Metrics Influencing the Algorithm

Engagement Metrics: Likes, Shares, Saves, Comments

Shannon delves into the specific metrics Instagram prioritizes:

• Likes: Particularly influential for connected reach, as they indicate content appreciation from existing followers.

  Shannon McKinstry [15:10]: "Likes are a more important indicator for them. For connected reach."

• Shares: More critical for unconnected reach. When users share content, it signals to Instagram that the content is valuable enough to be presented to new audiences.

  Shannon McKinstry [18:05]: "Shares are really the key indicator when it comes to getting in front of new people."

• Saves and Comments: While not the primary focus, these interactions still contribute positively to content ranking.

  Shannon McKinstry [17:00]: "Saves are still very valuable. Comments are valuable."

Watch Time and Content Stickiness

Engagement isn't solely about clicks and likes. Watch time—how long users engage with a piece of content—is a significant factor:

Shannon McKinstry [10:50]: "Watch time, how much time you're spending on the content... if you watch to the end, Instagram is going to assume that content is fire."

This applies to various content formats, including Reels and carousels. For instance, scrolling through a carousel to the last slide or watching a Reel in its entirety signals strong user interest.

Strategies for Success

Creating Shareable Content

Given the emphasis on shares, Shannon advises creators to focus on content that encourages users to share with others. Shareable content not only extends reach but also introduces the creator to new audiences.

Shannon McKinstry [19:30]: "We gotta create more shareable content. It's nothing new... but just cool to hear it from the head of Instagram himself."

Use of Ideas and Hacks in Reels

Shannon identifies "ideas" and "hacks" as highly shareable content types. These formats provide immediate value to viewers, prompting them to share the content with friends and family.

Shannon McKinstry [21:15]: "Give people ideas... Ideas, hacks, et cetera."

She emphasizes that providing practical solutions or innovative ideas increases the likelihood of content being shared, thereby enhancing unconnected reach.

Authentic Presentation

Authenticity remains paramount. Shannon advocates for creators to present themselves naturally, without relying solely on fancy edits or gimmicks.

Shannon McKinstry [25:40]: "You don't need fancy edits. You just need to talk to the camera like a human being, period."

Authentic, relatable content fosters deeper connections with the audience, encouraging engagement and shares.

Examples of Viral Reels

To illustrate effective strategies, Shannon analyzes several viral Reels, highlighting why they achieved high share counts:

1. Birthday Tradition Ideas: A Reel offering creative birthday celebration ideas garnered 20,000 shares. The straightforward approach—presenting actionable ideas—resonated with viewers.

   Shannon McKinstry [22:00]: "When I give you guys these hook reel content ideas... you just talk to the camera and share something valuable."

2. Costco Hacks: Another Reel shared a time-sensitive shopping hack, advising viewers on how to capitalize on sales within a specific timeframe. The clear visual cues and practical advice made it highly shareable.

   Shannon McKinstry [23:45]: "A Costco hack about how within 30 days you can split the difference if there's a sale... really shareable stuff."

3. Everyday Tips: Simple yet effective tips, such as never forgetting a paint color by writing it on the back of a switch plate, exemplify how everyday hacks can drive shares.

   Shannon McKinstry [24:30]: "She shares a hack so you never forget the paint color you use on a room... shareable content."

These examples underscore the importance of delivering clear, valuable content that addresses viewers' needs and interests.

Final Takeaways

Shannon wraps up the episode with actionable insights for content creators aiming to navigate the Instagram algorithm effectively:

1. Focus on Engagement: Prioritize likes, shares, saves, and comments to boost both connected and unconnected reach.

2. Enhance Watch Time: Create content that captivates viewers early and maintains their interest throughout.

3. Create Shareable Content: Develop ideas, hacks, and tips that offer tangible value, encouraging viewers to share with their networks.

4. Be Authentic: Engage your audience by presenting genuine, relatable content without over-reliance on edits or trends.

5. Consistency is Key: Regularly producing high-quality, engaging content increases the likelihood of algorithmic favorability.

Shannon McKinstry [28:10]: "The algorithms are not as scary and mysterious as you think. The longer they stay, the better your reach."

By implementing these strategies, creators can effectively leverage the Instagram algorithm to expand their audience, enhance engagement, and grow their businesses.

Conclusion

"Making Sense of the Instagram Algorithm" serves as a comprehensive guide for content creators seeking to enhance their social media performance. Shannon McKinstry adeptly breaks down complex algorithmic principles into actionable strategies, emphasizing the importance of authentic, engaging, and shareable content. Whether you're new to Instagram or looking to refine your approach, this episode provides invaluable insights to navigate and thrive within the ever-evolving landscape of social media.

For more tips and strategies on creating impactful social media content, tune into the next episode of Good Content with Shannon McKinstry.