Podcast Summary: Social Media Marketing Talk Show – Instagram Updates: Algorithm Insights, Reels, Edits App, and More

Episode Overview

In the February 24, 2025 episode of the Social Media Marketing Talk Show, host Jerry Potter and guest Ali Mason delve into the latest updates from Instagram, focusing on algorithm insights, Reels enhancements, new features like the Edits App, and other significant changes impacting marketers. The discussion provides invaluable insights for social media professionals aiming to leverage Instagram's evolving platform to maximize reach and engagement.

1. Expanding Instagram Reels: Length and Reach

Key Highlights:

• Increased Reels Duration: Instagram has extended the maximum length of Reels beyond the previous 90-second limit, allowing creators to craft more comprehensive narratives. This change is particularly beneficial for creators who utilize longer formats for storytelling, similar to YouTube videos or extended TikTok clips.

• Enhanced Reach Potential: Longer Reels can now be recommended to new audiences, not just followers. This broadens the exposure for creators, enabling them to attract a wider viewer base.

Notable Quote:

Ali Mason [02:07]: "Now, even if your reel is longer than 90 seconds... it still allows your content to be shared to those new audiences, which is really great for creators."

Discussion: Jerry and Ali emphasize that this update addresses a significant limitation previously faced by creators who struggled to convey full stories within the 90-second constraint. By allowing longer formats, Instagram is catering to the needs of creators seeking to provide more value and depth in their content, thereby enhancing engagement and retention.

2. Instagram's New Metrics: View Rate and Reach Insights

Key Highlights:

• Introduction of View Rate: Defined as the percentage of viewers who watch beyond the first three seconds, view rate serves as a crucial completion metric. This provides creators with deeper insights into how effectively their content captures and retains audience attention.

• Follower vs. Non-Follower Reach: Instagram now differentiates between content viewed by existing followers and new audiences. This distinction helps creators tailor their strategies based on whether their goal is to engage their current audience or attract new followers.

Notable Quotes:

Jerry Potter [05:10]: "View rate is how many of your viewers made it past the first three seconds of the video."

Ali Mason [08:20]: "Watch time is confirmed as the primary factor that's driving reach."

Discussion: The hosts discuss how these metrics enable marketers to better understand audience behavior and adjust their content strategies accordingly. For instance, if a Reel has a high view rate among non-followers, it indicates potential for greater reach and can guide future content creation to tap into broader audiences.

3. Ranking Signals: Shares, Likes, and Watch Time

Key Highlights:

• Three Primary Ranking Signals:
  1. Shares per View: Indicates the probability of content being shared relative to the number of views.
  2. Watch Time: Total time viewers spend engaging with the content.
  3. Likes: Though traditionally seen as less impactful, likes have regained importance in content ranking.

Notable Quotes:

Jerry Potter [12:13]: "Shares per views, the watch time, and likes... are the three most important ranking signals for content overall."

Ali Mason [12:43]: "They talked about likes, which is interesting because over the years likes have carried a much lower ranking."

Discussion: The conversation highlights Instagram's evolving algorithm, which now places renewed emphasis on likes as a measure of engagement. Additionally, the ratio of shares and watch time continues to play a pivotal role in determining content visibility. This shift encourages creators to produce content that not only attracts likes but also fosters sharing and prolonged viewer engagement.

4. Introduction of Instagram Testimonial Partnership Ads

Key Highlights:

• Testimonial Partnership Ads: A new ad format where creators can write short testimonials (125 characters or less) that appear in the comments section of a brand's posts. These testimonials are approved by the brand and compensated accordingly.

Notable Quotes:

Jerry Potter [17:34]: "Creators can start working with brands online to write Testimonials that are 125 characters or less."

Ali Mason [20:53]: "If you had the opportunity to get in front of somebody and... see somebody who you really like and trust has written something about it. I think that could be incredibly powerful."

Discussion: Jerry and Ali explore the potential benefits and challenges of this new ad format. While it offers a more authentic way for brands to showcase endorsements, there are concerns about maintaining trust and authenticity, especially if creators endorse products without genuine use. The hosts suggest that clear labeling (e.g., using hashtags like #ad) will be essential to preserve credibility.

5. Launch of the Instagram Edits App

Key Highlights:

• Standalone Edits App: Instagram is rolling out a new video editing app akin to TikTok’s CapCut and YouTube’s video editor. This app is designed to introduce and test new creative tools before they are integrated into Instagram’s native platform.

Notable Quotes:

Jerry Potter [23:01]: "Investing in a standalone app where you can really work on the features and make sure that everything is working exactly the way you want."

Ali Mason [23:33]: "I was like, oh, that would be so, so neat. Now I’m waiting for a DM in another language."

Discussion: The Edits App aims to enhance the creative process by providing robust editing features in a dedicated environment, potentially reducing the technical glitches experienced in Instagram’s native editor. This move also allows Instagram to experiment with new features and gather user feedback before broader implementation, thereby improving overall user experience.

6. Enhanced Accessibility: DM Translation Feature

Key Highlights:

• Multilingual DM Translations: Instagram now offers the ability to translate direct messages into over 90 languages directly within the app, facilitating better communication between users from diverse linguistic backgrounds.

Notable Quotes:

Jerry Potter [24:58]: "Users can choose to translate any DMs they send into a variety of other languages."

Ali Mason [26:07]: "Years ago when I worked at an agency... but this is obviously on a whole new level."

Discussion: This feature significantly broadens Instagram’s accessibility, allowing businesses and creators to engage with a global audience more effectively. By breaking down language barriers, users can provide better customer service and foster more inclusive communities, enhancing overall user engagement and satisfaction.

7. Additional Feature Updates

a. 30-Second Song Previews:

• Music Sharing in Chats: Users can now share 30-second previews of songs directly within chats, enabling better music trend leveraging and personal engagement through shared playlists or artist promotions.

Notable Quote:

Jerry Potter [27:15]: "It could be a great use of this feature to help share that with your broadcast channel."

b. Scheduling Messages:

• Future Message Scheduling: Instagram introduces the ability to schedule direct messages for future delivery, allowing for more strategic and timely communication with audiences.

Notable Quote:

Ali Mason [29:18]: "Maybe it's 9 o'clock at night... but you decide... schedule it for the first thing tomorrow morning."

c. Enhanced Group Chat Features:

• Pinning Messages and QR Codes: Users can pin specific messages or media at the top of group and individual chats and generate personalized QR codes for easy group chat invitations.

Notable Quote:

Jerry Potter [30:28]: "Pinning messages in chats and QR codes for group chats."

Discussion: These updates aim to streamline user interactions and enhance the functionality of Instagram’s messaging system. By allowing users to manage their communications more effectively and share content effortlessly, Instagram continues to refine its platform to meet the evolving needs of its user base.

8. Testing the Downvote Button on Comments

Key Highlights:

• Introduction of Downvote Functionality: Instagram is experimenting with a downvote button for comments, enabling users to express disapproval or disagreement without removing comments entirely.

Notable Quotes:

Jerry Potter [31:18]: "It's really important if you're going to take away some of those algorithmic guardrails, that we have some sort of safety in place."

Ali Mason [33:15]: "From a mental health standpoint, sometimes if you see something you dislike, it feels good to be able to at least hit a button."

Discussion: The hosts discuss the dual impact of this feature. On one hand, it empowers users to manage their comment sections more effectively, potentially reducing spam and irrelevant content. On the other hand, there are concerns about how downvotes might affect content reach and the overall user experience. Additionally, from a mental health perspective, the ability to downvote can help users manage negative interactions, contributing to a more positive online environment.

Conclusion: Navigating Instagram’s Evolving Landscape

The episode provides a comprehensive overview of Instagram’s latest updates, highlighting significant changes that marketers and creators must navigate to optimize their social media strategies. From extended Reel durations and refined metrics to innovative ad formats and enhanced accessibility features, Instagram is continuously evolving to meet the demands of its diverse user base.

Final Thoughts:

Jerry Potter [33:46]: "You can find more about me pretty much on every channel at that Ali Mason."

Ali Mason [33:54]: "Until next time, may you be wise with your marketing decisions."

The hosts conclude by encouraging listeners to stay informed and adaptable in the face of Instagram’s rapid changes, ensuring that their marketing efforts remain effective and impactful in the dynamic social media landscape.

Resource: For more insights and detailed strategies, visit SocialMediaExaminer.com/liveshow to watch the live show and gain a competitive advantage in social media marketing.