Engagement bait, copied content: Instagram shared the pitfalls to avoid to maximize the visibility of its publications.
Like LinkedIn, TikTok, or YouTube, Instagram’s particularly versatile algorithm analyzes a multitude of signals to determine which content to promote, and in what order. But while the platform is never completely transparent about its ranking methods, it regularly offers advice, tips, and mistakes to avoid to maximize the visibility of posts. And this is still the case at the start of this year: on its @instagramforbusiness account, Instagram revealed five practices that “will limit the reach of posts.” A reminder.
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1. Videos with a watermark
This is a specificity of the algorithm that was clarified by Adam Mosseri, CEO of Instagram, last October: yes, the presence of a third-party application logo can reduce the visibility of a Reel in the Explore tab or in recommendations. Since 2021, Instagram has penalized content displaying the TikTok logo, in order to discourage crossposting, but can also restrict the visibility of content including the watermark of a third-party application. When it was clarified, Adam Mosseri nevertheless reassured his audience: the presence of a company logo does not reduce the reach of a Reel.
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2. Copied or republished content
No surprise here: content that has been reprinted or copied and hasn’t been edited or reworked—to become a meme, for example—will automatically be penalized by the algorithm. “When we detect two identical pieces of content, we only prioritize the original,” says Instagram, which encourages its users to “add their own touch by using tools like Remix or collaboration mode ” to create original creations. In May 2024, Instagram also revealed that content aggregators would be excluded from recommendations.
3. Reels that are longer than 90 seconds
“We suggest videos of 90 seconds or less for audiences who don’t follow you,” Instagram clarifies in its post, reaffirming its desire to prioritize short and impactful content. In July 2024, this advice had already been discreetly given in a section called Reel Best Practices, available on the English-speaking creator dashboard. More specifically, Instagram suggests publishing Reels that are between 30 and 90 seconds long, in order to maximize their reach.
4. Commitment baits
Like other platforms, Instagram seeks to promote “authentic engagement,” and therefore to value quality content, rather than content that artificially generates interactions. Content classified as engagement bait “will be automatically filtered or penalized,” the platform specifies. “For example, a publication that encourages users to share to discover who the content refers to would be considered a form of engagement bait,” illustrates Instagram, which nevertheless specifies that it knows how to differentiate clickbait from a simple call to action. “It is perfectly permissible to encourage your audience to share your content with a friend,” the social network tempers.
5. Content that does not comply with the guidelines
It sounds obvious, but sometimes a reminder is necessary: any content that violates the guidelines will be immediately “excluded from recommendation systems,” Instagram warns. This includes, among other things, content about “self-harm, suicide, or eating disorders,” as well as content that is violent, suggestive, sexually explicit, or “promotes regulated products like tobacco, vaping products, or adult products.”
