Podcast Summary: Instagram Updates: Reels Ranking, Repost Feature, Partnership Ads Tools, and More

Podcast Information:

• Title: Social Media Marketing Talk Show
• Host: Michael Stelzner, Social Media Examiner
• Episode: Instagram Updates: Reels Ranking, Repost Feature, Partnership Ads Tools, and More
• Release Date: April 14, 2025

Introduction

In this episode of the Social Media Marketing Talk Show, host Jerry Potter engages in a comprehensive discussion with Amber Figlow, a seasoned content strategist, about the latest updates and features introduced by Instagram. The conversation delves into crucial changes affecting marketers, including the evolution of Instagram Reels, new features like reposting, AI-powered partnership tools, and other experimental functionalities. The episode aims to equip marketers with the knowledge to leverage these updates for enhanced social media strategies.

1. Instagram Reels Ranking System

Amber Figlow and Jerry Potter begin by exploring Instagram’s fluctuating guidance on Reels ranking. The focus is on understanding how Instagram prioritizes factors like shares, saves, and comments to determine Reels’ visibility.

• Key Insights:

  • Prioritizing Engagement: Instagram emphasizes creating high-quality content that encourages sharing and saving. As Amber states, "You need to prioritize good content first and foremost... optimize your content so that people can easily share it, can easily save it" (02:01).
  • Capturing Attention Early: The first three seconds of a Reel are critical to hook viewers and optimize for engagement metrics.
  • Consistent Content Production: Instagram consistently encourages creators to "produce more reels," recognizing that higher output can lead to broader reach.

• Notable Quote:

  "Get people to stop the scroll and understand what the video is about in those first three seconds so that we can optimize for the shares, for the saves."
  — Amber Figlow (02:01)

2. Changes to Watch Time Measurement

A significant update discussed is Instagram’s modification in how watch time is measured for Reels, aiming to balance the metrics between short and long-form content.

• Key Insights:

  • Uniform Watch Time Metric: Regardless of a Reel’s length, Instagram now considers the initial 10 seconds watched as a standard measure. Amber explains, "They’re looking at those first 10 seconds ranked almost the same. It is, did somebody watch for those first 10 seconds, no matter the video length" (06:25).
  • Impact on Longer Reels: This change benefits creators producing longer content by not penalizing longer watch times if the initial seconds are retained.
  • Potential for Enhanced Engagement: With the ability to have longer Reels without negatively impacting watch time metrics, creators can build deeper connections with their audience.

• Notable Quote:

  "They are shifting it so that those watch times are now equivalent in the ranking system no matter how long the video itself is."
  — Amber Figlow (06:25)

3. Introduction of the Repost Feature

Instagram introduces a native repost feature, allowing users to share others' Reels directly to their feeds without relying on third-party apps.

• Key Insights:

  • Simplified Sharing: Users can now repost content with attribution, enhancing content distribution organically.
  • Profiles and Visibility: Reposted content appears on the user's feed, potentially increasing reach and engagement.
  • Compliance with Guidelines: This feature reduces the risk of violating Instagram’s community guidelines by using authorized repost methods.

• Notable Quote:

  "This is going to help make those brand partnerships as brand collaborations, ads, UGC content, literally anything we can think of."
  — Amber Figlow (23:08)

4. AI-Powered Partnership Ads Tools

The conversation shifts to Instagram's new AI-driven tools designed to facilitate partnerships between brands and creators.

• Key Insights:

  • Creator Suggestions: The AI tool suggests suitable creators for brands to collaborate with, streamlining the influencer discovery process.
  • Enhanced Collaboration: Facilitates more effective and creative brand partnerships by leveraging data-driven recommendations.
  • Potential Impact on Influencer Marketing: Simplifies the process for brands to find and vet creators, potentially increasing the efficiency of influencer marketing campaigns.

• Notable Quote:

  "This is the type of space though that I think it's so helpful where it's taking all the data and it's, you know, surfacing the important stuff to the top."
  — Jerry Potter (24:37)

5. Additional Instagram Features and Experimental Tools

Amber Figlow and Jerry Potter also discuss other experimental features Instagram is testing, which could shape future user and marketing experiences.

a. Instagram Tasks

• Description: An AI-powered feature within DMs that allows users to create and assign tasks directly in conversations.
• Potential Use Cases: Organizing interactions, setting reminders, and enhancing communication efficiency within the platform.
• Feedback: Mixed reactions, with some viewing it as a useful tool for organization, while others question its necessity.

b. Instagram Blend

• Description: A feature enabling users to view a shared Reels feed with friends, facilitating communal content discovery.

• Potential Use Cases: Enhancing social interactions by allowing friends to explore each other's interests together.

• Feedback: Skepticism about its practicality and user adoption, as it may reveal personal viewing habits.

• Notable Quote:

  "It could go one of two ways though. And I think it could be either really, really good or really, really bad."
  — Amber Figlow (20:39)

c. Lockable Posts

• Description: Allows users to lock their posts, requiring followers to perform specific actions (like entering a keyword) to unlock and view the content.

• Potential Use Cases: Increasing engagement through interactive content, gamifying content consumption.

• Feedback: Potential for higher engagement, but also risk of frustrating users if not implemented thoughtfully.

• Notable Quote:

  "It could go one of two ways though. And I think it could be either really, really good or really, really bad."
  — Amber Figlow (20:39)

Conclusion

The episode wraps up with a reminder to listeners about the Social Media Marketing World 2025 event and how to access its resources virtually. Amber Figlow shares her social media handles for further engagement, and Jerry Potter suggests additional podcasts for continued learning.

• Final Quote:

  "Make 2025 your breakthrough year."
  — Michael Stelzner (26:01)

Key Takeaways

• Adapt Content Strategies: With Instagram's evolving Reels ranking and watch time metrics, prioritize engaging content within the first few seconds to boost shares and saves.
• Leverage New Features: Utilize the native repost feature and AI-powered partnership tools to expand reach and streamline influencer collaborations.
• Stay Flexible with Experimental Tools: Keep an eye on experimental features like Tasks, Blend, and Lockable Posts to understand their potential impact and user reception.
• Continuous Learning: Participate in events like Social Media Marketing World and explore additional resources to stay ahead in the dynamic social media landscape.

Timestamps Reference

• 02:01 - Discussion on Reels ranking factors
• 06:25 - Changes to watch time measurement
• 23:08 - Introduction of the Repost feature
• 24:37 - AI-powered Partnership Ads Tools
• 20:39 - Discussion on lockable posts and other features
• 26:01 - Closing remarks by Michael Stelzner

Click on the timestamps above to navigate to specific sections of the transcript.

This comprehensive summary encapsulates the essential discussions and insights shared by Jerry Potter and Amber Figlow regarding Instagram's latest updates and how they influence social media marketing strategies. By understanding and adapting to these changes, marketers can effectively enhance their Instagram presence and engagement.