What Meta Told Me About Instagram
So, you know you’re having a moment when Meta drops an invitation into your professional dashboard, saying, “Let’s talk about your Instagram. Request a talk with an expert.”
I wasn’t sure whether to feel flattered or slightly concerned - had my content really baffled the Instagram overlords to the point where they needed to intervene?
My reach had recently fallen into a black hole of visibility, and after trying every trick short of performing a silly dance to trending audio, I jumped at the chance to speak to a Meta Expert.
Surely they would hold the magic key to unlocking my lost reach (one can always dream, right?).
I registered for the call with a mix of excitement and suspicion ((are we ever sure these messages are legit?).
If you’re wondering how to verify messages or emails from Instagram, I’ve shared a guide on my blog: How to Know an Email from Instagram or Facebook is Fake.
The confirmation email was reassuring, complete with instructions on verifying Meta’s authenticity. They’d even anticipated my paranoia (I don't trust anything after being hacked on Instagram), linking me to a help article to double-check. So far, so good—Meta, 1; cynicism, 0.
The call itself kicked off with the usual platitudes - stay consistent, check your insights, blah, blah, blah. Don’t get me wrong, it’s good advice, but I know that already. I am not a new kid on the block.
Thankfully, I pushed back and asked for more specific, tailored advice, and the conversation began to unravel some nuggets of wisdom that were worth their weight in hashtags.
Reels and Carousels: Music is Key
Here’s an interesting one: apparently, posting a carousel with music makes it eligible to appear on the Reels page. Yes, carousels can become pseudo-Reels with the right soundtrack, giving you a shot at the elusive Reels reach.
I’ll admit, I don’t always add music to my still images, I rarely even open the app with sound on myself, (silence has a certain charm, doesn’t it?) but if it can sneak my content onto the Reels tab, you better believe I’m trying it. It's hardly a big deal.
Using trending audio was also a big plus (even though I still find it hard to work that out).
Instagram Really Doesn’t Like Links in Stories
I knew external links weren’t Instagram’s favourite thing, but hearing it straight from Meta was like confirmation of my deepest suspicions. Adding links to your Stories? Insta will silently slap your content down the algorithmic ladder.
The expert suggested keeping links in your bio or your broadcast channel.
Now, I’ve avoided broadcast channels like I sidestep puddles in white shoes, but he made a compelling case. Broadcast channels live in users’ notifications forever and can be used sparingly to share exclusive links, discounts, or updates.
Will I give in? I haven’t decided. I really dislike them. There’s something about adding another notification to someone’s already overwhelmed feed that doesn’t sit well with me. But if it works, it works.
Reel Length Matters
This one stung a little. I’ve always been a “keep it short and snappy” kind of creator, chopping my Reels to the bare minimum, as I always believed that would lead to more views. Turns out, the sweet spot is actually 30 to 90 seconds. Gasp.
The expert explained that longer Reels allow you to tell a story, hook the viewer, and hold their attention longer - all things the algorithm apparently loves. I’ll have to retrain myself to embrace storytelling instead of slicing content down to 15 seconds of chaos.
On top of that, Instagram wants at least 4 of those Reels a week, with only one still post to keep things balanced. As much as I am a content creator by profession (as well as an interior design tutor), that is still a lot of work - and we also need to remain realistic.
Test Reels Are Coming...
One particularly interesting feature is Test Reels. This lets you trial Reels with a non-following audience before publishing them fully.
It’s designed to gauge what resonates and refine your strategy, which sounds brilliant. Here’s the catch: some people already have it - I don’t. Yet. It’s being rolled out gradually, so for now, I’ll just have to watch everyone else have all the fun.
That said, I can’t help but wonder if Test Reels could also convert non-followers into loyal ones. It’s not the tool’s main purpose, but it’s certainly something worth experimenting with once it becomes available.
Engagement-Boosting Links
Clickable elements in Stories are still your best friends - as long as they don’t lead to external sites.
The expert suggested linking to your own posts, Reels, or, again, the dreaded broadcast channel. That internal linking boosts Story performance without risking the wrath of the algorithm.
It’s a smart tactic, and one I plan to test with my commercial partners. After all, multiple links in bios make directing traffic easier now than ever before.
“The Sin Bin” Debate
Finally, I couldn’t resist addressing what I call “the Instagram Sin Bin” - that place where your content feels buried alive despite your best efforts. The representative gently insisted that no one is put in the naughty corner.
I smiled and nodded, but let’s be honest: I remain unconvinced. Some accounts clearly ride the elevator to success, while others seem stuck pressing the “up” button in vain. Algorithms, eh? A mix of science, art, and sheer dumb luck, if you ask me.
Follow-Up Summary from Meta
After the call, the representative kindly sent me a breakdown of everything we discussed.
Here’s the quick summary straight from the Meta playbook:
Posting Strategy:
4 Reels per week to maximise engagement and audience reach.
1 feed post per week to help Instagram understand your audience, which boosts Reel distribution.
Carousels with music can appear on the Reels feed—an easy way to get extra visibility.
Content Creation Tips:
Use Templates to save time on Reels.
Try Remix to react to other creators’ content or hop on trends.
Convert Stories to Reels by grouping highlighted Stories into fresh content.
Schedule posts up to 75 days in advance to stay consistent.
Reels Best Practices:
Ideal Reel length? 30–90 seconds.
Use trending audio for better discoverability.
Avoid watermarks - Instagram doesn’t like content recycled from other platforms.
Always post in high resolution for the best quality.
Stories and Links:
Avoid placing external links in Stories - they’re a reach killer.
Use links in your bio or a broadcast channel for important updates.
Upcoming Feature:
If you don't have it already keep an eye out for Test Reels to trial content with a non-following audience.
Takeaways: What I’m Trying Next
By the end of the call, I had a handful of actionable strategies I’m genuinely curious to test out. To recap:
Carousels with music can boost reach via the Reels page.
Keep external links out of Stories (unless you like feeling invisible).
Broadcast channels, while not my cup of tea, could be a powerful tool if used sparingly.
Ideal Reel length? 30–90 seconds. Tell a story!
The Test Reels feature is on the horizon (for me, at least), and I can’t wait to experiment.
I am also going to test the timing of my posts, and post at a different time of the day. Some of these changes are easy wins, and others will take some time to integrate.
Whether they work remains to be seen, but I’m hopeful - and isn’t that half the battle with Instagram?
Over to You
If you’ve been experimenting with any of these strategies - or if you’re lucky enough to have the Test Reel feature - I’d love to hear how it’s going for you.
Feel free to tag me on Instagram (@whisperingbold) so we can share insights and keep figuring out this algorithm puzzle together. Click here for more blogs on Instagram and its weird and wonderful ways.
