As always, the Instagram algorithm is ever-changing. Literally, according to the head of Instagram, Adam Mosseri, it changes every single day. But, it's not your job to worry about the dang algorithm.
That's my job. It's your job to grow your brand, grow your business, and it's my job to tell you what you need to know. And so, in today's episode, I'm going to be sharing with you the six key algorithm updates, many of them coming directly from the CEO of Instagram himself.
And these are the most important updates that you need to know heading into Q4 of 2026. Number one, the first update is that Instagram is doubling down on their focus on retention. What I mean by that is retention for the last few months or so has been the number one factor that determines the growth or the amount of views that your reel is going to get.
To say it another way, if people are watching your reel for longer, your reel will get more views because of it. That's been true for the last few months, and retention has mattered for the last few years, but right now Instagram is weighting retention heavier than it ever has before. It is caring about the view duration more than it ever has in the past.
Now, there's multiple pieces to retention that we need to discuss, because I don't think it takes a rocket scientist to figure out that if you get someone to watch 100% of, say, a 15-second video, that's better than getting someone to watch 100% of a 5-second video. And when you look at your insights on any particular reel, Instagram lists skip rate as the number one most important factor that they look at. But, I just told you that retention is the most important factor.
And I would actually argue that the most important factor for virality is share rate. And so, if I've done an adequate job of confusing you, now let me simplify it with an analogy. Skip rate is the bouncer standing at the door of the club.
Skip rate is essentially how many people are still watching your video after 3 seconds. How many people are actually hooked versus how many people are skipping your video almost immediately. This is kind of like the baseline, the foundation.
If you have a high skip rate, or to say it another way, if a lot of people are just skipping your video, then Instagram doesn't even care to look at how many shares you're getting. It doesn't care to look at retention, it doesn't care about any of the other metrics like likes, saves, or comments. You're basically stopped right there and you're not even going to get let in.
But, let's say you have a good skip rate. And this is going to vary from account to account, industry to industry, but generally speaking, if you have a 50% skip rate, that's pretty good. If you have a 30% or less skip rate, meaning that 70% or more of the initial viewers are actually stopping their scroll and paying attention, that's definitely good.
And anything below 20% is an excellent skip rate. But, once you have that good skip rate, you're officially in the club. The second thing that the Instagram algorithm will check is retention.
And the definition of a good retention rate is above 50% at the end of your video. Now, we could nerd out about retention, and in fact, we did nerd out about retention just a few weeks ago in my interview with Jamie Brindle. I'll link that up somewhere in the show notes, but he's someone who's really hacked retention and figured out how to get people sticking around on his videos, and thus, he's going viral pretty much every single time he posts a reel because of these retention graph metrics.
But, to stick with that going to a club analogy, your retention rate essentially determines how good of a time you have at the club. Anywhere from, "Yeah, I had a pretty good night out. " to, "Yeah, I had an absolutely great time at the club.
" Then, the final metric that separates a great post from a viral post is the share rate. To go back to the analogy, it's what separates having a great night out at the club to getting invited maybe up on the stage with the DJ or in the VIP red velvet rope section. Is it obvious that I don't go clubbing very often?
Your share rate or the amount of viewers who share or send your post is what will ultimately determine if your post is going to get hundreds of thousands or even millions or tens of millions of views. Virality comes directly from shares. But, what do we do with all this information?
Well, number one, we need to start paying attention to these three statistics. We need to start paying attention to our skip rate first and foremost. We need to get that number down.
And the way you're going to get your skip rate down is you're going to improve your hooks. The purpose of today's episode is not to do a deep dive into hooks. We've done that in the past and I will link that up in the show notes below.
Once you get your skip rate down and people are actually stopping their scroll to watch your video, then we need to watch our retention graph. We need to make sure that there aren't any sharp drop-offs or any points in the video where people are deciding to scroll away. Like I already mentioned, the episode to check out to learn more about retention was my interview with Jamie Brindle.
And then finally, once you get those two things down pat, now we start optimizing for shares. And of course, I recently did an episode about share-worthy content, so I will link that up down in the show notes below as well. So, as I always say, the way to grow on Instagram is to post a lot of good content.
And right now, you can define good content as content that has a low skip rate, a high retention rate, and a high share rate. Let's move on to the second algorithm update, and this one is really good news, or at least I think most of you will perceive it as really good news. And it is that Instagram is cracking down on AI content.
And as always, the algorithm follows the audience. It is first the human beings, the human psychology, the actual viewers and followers and users of Instagram who dictate how the algorithm shifts. If it was the other way around, if it was the algorithm changed and then we all played catch-up, then we wouldn't really enjoy being on Instagram, and that's a whole 'nother conversation.
I know a lot of people don't enjoy being on Instagram in general, but I digress. My point I'm trying to make here is that there has been a massive pendulum swing in the general zeitgeist in society recently where people are very anti-AI content. And especially, they're anti-generative AI content, or image-based AI content, or video AI content, or written AI content.
People seem to be very, very against anytime AI is showing up on social media. I've had numerous viral posts in the last few months where I'm calling out AI content. And in a more broad sense, it seems like the general conversation and view around using AI for content right now isn't super favorable.
And so, Instagram has to choose where they're going to draw the line in what they're calling AI content, right? I think that we would all agree that Italian brain rot content is AI-generated, right? It's literally AI creating cartoon avatars and using AI clones and deep fakes.
That is obviously AI content, and I think we would all agree that that is AI content. But then on the other end of the spectrum, let's say that you came up with a script for your reel, and then you took the hook from the script and you put that into ChatGPT, and ChatGPT helped you brainstorm a more concise or impactful way that you could say the hook. Is that AI-generated content?
Most people would probably say no, but there are probably some people who would say yes. The point I'm trying to make is that there's a line that exists somewhere. It's not just black and white what is AI content and what is not AI content.
And so, the change that has recently taken place on Instagram is that Instagram is now categorizing much more content than before as AI content. In the past, there was so much AI content on Instagram that was not labeled. There are hundreds of accounts that exist that have hundreds of thousands, if not millions, of followers, and they are not real at all.
Literally AI avatars, AI clones reading an AI script written by ChatGPT with an AI voiceover, all to sell you a fake product that was made on AI. This is super scammy and super malicious. I've had multiple posts go viral calling out these kinds of creators, creators in air quotes there, but a lot of people have really grown to dislike these.
And so, I think that Instagram is ultimately made the decision to kind of move where the line is drawn and start labeling more things than they had in the past, significantly more things than they had in the past, as AI content. This topic got a lot of traction a few weeks ago when a creator made a post using the background remover tool in Canva, a very common tool that you have likely used yourself to automatically remove the background of her image and it does so using generative AI. Well, upon doing this and then creating a carousel with that tool and then posting it on Instagram, Instagram labeled her post as AI-generated content.
Now, here's what we need to be clear about. Instagram is labeling a lot more content as AI-generated content. Instagram has basically made the decision that they would rather label things as AI that weren't made with AI instead of not labeling things made with AI that actually were made with AI.
But, they're not limiting your views. They're not suppressing your content, your reach, or your distribution simply because you used AI or even if they label it as such. So, in my opinion, this is good news.
I would much rather see too many things that are labeled with AI so that I'm a little bit more cautious as I scroll through my feed and that the average person is maybe just a little bit more aware that, "Hey, maybe this was made with AI. " rather than absolutely nothing or next to nothing being labeled as AI content. And sure, there's absolutely something to be said of, "Hey, if my content gets labeled as made with AI and let's say it wasn't made with AI, maybe people are going to be less likely to engage with it because people don't want to engage with AI content.
" I think that's true and I think that's a valid concern, but in my opinion, that is a necessary risk or a necessary downside to labeling content as AI. If I have to sacrifice some likes and some views on my post to have the general population more aware of AI-generated content and less likely to be tricked by AI content, I'm okay with that. One of my most controversial pieces of advice is that if at any given time, you don't have at least seven posts that are completely done, meaning they're fully edited, the caption is written, and they are scheduled ready to go on Instagram, then you should take two weeks off of posting content.
The algorithm won't punish you for doing so, but by taking two weeks off of posting, you can instead spend two weeks on just creating, batch creating if you will, creating as much as you possibly can, and then use my favorite tool, Metricool, to schedule all of that. Metricool is the tool that I've been using to schedule all of my posts on Instagram for the last 4 to 5 years. And no, using a scheduling tool will not hurt your engagement or your views.
Instagram CEO Adam Mosseri said that himself. And the cool thing about Metricool is that you could theoretically use it for free forever. Now, of course, I recommend using their premium features.
Those are the features and tools that I use to make sure that my posts are performing best, but you're in luck because you can use those for free for a month if you use the code Brock. I will put the link down in the description of this video. I highly suggest using a scheduling tool, and Metricool is the one that I think is best for you.
Algorithm update number three is no more text flashing. This comes directly from Instagram themselves, and they define text flashing as those Reels where there's like a paragraph of text on the screen, but it's only on the screen for like 2 seconds, not long enough to be read. And the air quotes strategy here was that people would put a bunch of text on their Reel.
They'd only put it up for a quick millisecond or a couple of seconds max. And the thought was, "Oh, well, people are going to have to rewatch this Reel over and over again to read the text. Or, they're going to have to pause the Reel at just the right moment to catch and read everything that I wrote on the screen.
" First of all, how annoying is that? Like, why would you do that to someone? You are trying to build an audience.
You're trying to build a community. You're trying to build customers. Stop tricking people.
Stop trying to cater to the algorithm at the disadvantage or at the annoyance or at the expense of your audience. When I say to focus on the audience over the algorithm, this is a prime example of what I mean by that. So, I think we should all, even if this wasn't a change being made on Instagram, I think we should all stop doing those kinds of Reels.
But, Instagram is cracking down on these kinds of Reels, and they have explicitly said that if you do this style of Reel, they will show your post to less people. So, as a general rule of thumb, my recommendation is to read your text out loud. If your text is not able to be read out loud in the time that it's on the screen, then it's not on the screen for long enough.
This oftentimes makes people ask, "Well, what about closed captions? " Closed captions are obviously on the screen for long enough to be read because you are literally saying them out loud. They're on the screen for as long as you are saying them.
So, that's totally fine. But again, just as a general recommendation, if you're writing maybe a text hook or some sort of additional context or some background or you're just writing any text on your reel for any reason, try to read it out loud. And if you cannot verbally read it out loud before it disappears, then you need to extend the duration that it's on the screen for.
Instagram algorithm update number four comes directly from Adam Mosseri, and this is good news. You will not be penalized for using any sort of outside editing app. This has been a myth that's been going around on Instagram pretty much since day one, and it is that if you use CapCut or iMovie or InShot or you use any sort of editing tool besides making your reel right in Instagram, they will give you less views because of it.
And that's just not true. This would not be a good business decision if it was true on Instagram's part because then the only people who would get views were the people who actually edited in Instagram, and we would all be stuck watching really boring, unengaging, anti-dopamine, if that's a word, content just because it happened to be made in Instagram or now in the Edits app. Instead, as always, Instagram wants to show people the best content.
Remember earlier we talked about what makes a good, high-quality post? Well, it doesn't matter if it was made in CapCut, it doesn't matter if it was made in Edits, it doesn't matter where you created your reel. I don't care if you did it old-school film style and you actually had a roll of film that you literally cut and pasted together like we actually did in the old days with real film.
I say we as if I was around back then. I wasn't. But I have done that before because I did minor in film in college.
I digress. That's not what we're talking about right now. What we're talking about is it doesn't matter where you create your content.
It doesn't matter where you edit your Reels. You will get views based off the quality of the content and how engaging it is, not based off the app you use to make it in. Instagram algorithm update number five is that unfortunately Instagram is really getting strict and they're cracking down on duplicate trial Reels.
Trial Reels is something that we've covered on my channel numerous times in the past and actually in next week we're going to be doing another in entire breakdown on how to kind of navigate or how to skirt this strict crackdown that Instagram is having on duplicate trial Reels. I'll be giving you my current trial real strategy which is helping me and many others blow up their Instagram and get tens of thousands if not hundreds of thousands of views every single month for little to no extra time, energy, or effort. So, make sure you subscribe because that's going to be coming out very soon.
But, basically what's going on right now is that Instagram is really putting a magnifying glass up to trial Reels. They're really trying to prevent people from duplicating or reusing or copying and pasting the same trial real over and over again. And it makes sense why they're doing this because if you did take a real and you just kept posting it over and over again all day long as a trial real, well then you would kind of be cheating the system.
Like you would be getting all of these views from non-followers. You wouldn't be spamming your existing followers and you could kind of like farm views or farm engagement in that way. And so, it makes sense why they're cracking down.
But, the update here is that Instagram is really getting strict about what counts as a new trial real. For example, in the past if you took the same B-roll clip, the same background footage, and you changed the text on top, that would count as a new trial real. And I would actually argue that that is a new trial real because you are literally trying out different text and swapping out what it says on the real.
However, Instagram now counts that as a duplicate. And essentially they need a significant change or a large variation from one reel to the next for it to be counted as a unique reel, an original reel, and not a duplicate. So again, make sure you're subscribed because in the next episode that I put out, the very next video on this channel, I will be breaking down how you can avoid this penalization, how you can actually get by this duplicate detection system, but it is something that you need to be aware of if you are regularly using travel reels because check your views, you might not be getting as many as you used to.
And the sixth update is that carousels are absolutely dominating right now. They have been for the last few months, and I've been trying to tell people, "Post more carousels. Carousels are having their moment.
" And I don't need to bore you with the why, like why are carousels dominating, but the TLDR version of it is basic supply and demand. So many people are posting reels, reels, reels, reels, reels, and they're hardly ever posting carousels. Yet, carousels represent a significant portion of what people consume.
A lot of people prefer carousels, and they prefer it because it's lower pace, they get to consume as they want, they get to scroll, they get to stop, they don't have to pause, they don't have to listen, they don't have to turn on their audio, nothing like that. It's a much different consumption pattern, and you can watch and engage with carousels in a much more patient and relaxed and less high-energy way than reels. And so for all those reasons, carousels are absolutely crushing.
In fact, according to a recent study that we did in the Insta Club Hub, carousels are performing over the last 90 days 89% better. That's an average of 1. 9 times the number of views that reels are getting.
So, if you haven't already, definitely check out some of the episodes that I've done recently about carousels that are currently going viral. They're easy to create, and they should help you go viral as well. Thank you so much for watching, and as always, happy networking.
>> Hey.
