One of the top questions we've been getting recently is “why are the views on my Instagram Reels lower?” We even polled our audience and 92% of people said they noticed a decrease in reels views.

But big news: it might not be your fault. 

In this blog we’re sharing proof of a major update to the Instagram Reels algorithm through data-backed studies and a deep cut interview with the Head of Instagram that you need to know about. 

We're also sharing where your attention needs to be shifting to this year and into 2024 before everyone catches on. 

If you’d prefer to watch this in video form, hit Play below:

The Instagram Reels Study

Metricool, a social media analytic and planning tool, ran a study, a real deep dive, on Instagram usage of professionals, content creators, and brand accounts. They crunched the numbers from a staggering dataset that included:

• 316,000 professional Instagram accounts

• Nearly 2.5 million posts

• Almost 9.5 million stories

• Over 1 million Reels

• Now, that's some serious data. So, what did they find?

They wanted to keep things fair, so they split these Instagram accounts into different groups based on how many followers they had. You know, like dividing the players into different leagues. These groups included:

• 0 to 500 followers

• 500 to 2,000 followers

• 2,000 to 10,000 followers

• 10,000 to 50,000 followers

• 50,000 to a mind-boggling 45 million followers

This way, they made sure they weren't comparing apples to oranges. Here’s what they found.

Still the Best Format for Reach

Now, the big question was, "Is Reels still the king of reach and engagement?" You bet it is. Reels still flexes more than double the reach of regular in-feed posts. But the average reach, when measured against followers, has taken a hit. Big time, especially for the smaller accounts. For those smaller accounts with 0 to 500 followers, their reach nosedived by a whopping 76% in 2023 compared to 2022.

Reels is Competitive 

So, why the drop in Reels reach? Well, it's partly because everyone has been on a posting spree. More Reels mean more competition, which naturally leads to less reach for each Reel. Plus, Instagram itself decided to crank down the importance dial on Reels in their algorithm.

Shifting Expectations on Virality

Remember the good ol' days of Reels going viral left and right? Well, those days are fading fast. Going viral is still a thing, but the game has changed. With the world opening up again, attention is even more sparse. So, it's time to reset your virality expectations.

You can still have success with Reels, you just need to create and optimize them to give yourself the best chance at standing out. Our free Perfect Instagram Reels Checklist will help you do just that. Download it here.

Carousels Are Next Up

Carousels are the second most engaged format after Reels. Carousels are your go-to for community engagement and keeping folks glued to your content. They're versatile, like the Swiss Army knife of content formats.

Don’t sleep on Stories

Besides Reels, regular posts and Stories have also seen a dip in reach from 2022 to 2023. Stories held up the best, further proving why they’re still important, and this is especially good news for smaller accounts. They've also seen the least decline in reach, and this is more pronounced for smaller accounts. That's a golden opportunity for the little guys to shine on the platform.

DMs and Stories: The Power Duo

Here's the real insider info – Adam Mosseri, Head of Instagram, spilled the tea in a recent interview with 20VC. DMs and Stories are where it's at. People are sharing content and sparking conversations like never before, mostly through DMs and Stories. With all this in mind, it's time to tweak your Instagram strategy. Shift your focus to creating engaging Stories and encouraging meaningful DM interactions. Don't forget to bring in some automation tools like ManyChat to make those DM interactions efficient.

So, what next?

If you've been blaming yourself for the drop in your Reels views, it's time to cut yourself some slack. The Instagram landscape is shifting, and it's not entirely your fault. By prioritizing engagement, Stories, and DMs, you can ride the wave of change and thrive on Instagram.

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