Instagram’s Big Reels Update: What It Actually Means For Your Brand

So Instagram just dropped their latest update on how Reels are ranked and recommended, and if you’ve been struggling to reach new audiences (or wondering why your perfectly-crafted content sometimes gets crickets while random dance videos get millions of views), this is actually pretty important.

I’ve decoded the corporate-speak to give you the real scoop on what’s changing and—more importantly—how you can use it to your advantage without sacrificing precious personal time trying to become a TikTok dance sensation. (Unless that’s your thing, in which case, dance away!)

What’s Actually Changing (The No-Fluff Version)

Instagram has officially rolled out changes to how they recommend Reels, and it boils down to this: they’re trying to show “the right Reels to the right people at the right time.” Revolutionary concept, I know.

But here’s what matters: they’re using a progressive testing approach that gives EVERY creator (yes, even those without massive followings) a chance to reach new audiences. Each Reel initially goes to a small test audience, and if it performs well, it gets pushed to wider and wider circles.

Translation: Your follower count matters less. Your content quality matters more.

The days of “I need 10K followers before anyone will see my content” are supposedly over. I’m cautiously optimistic about this one, having seen some of my smaller clients actually break through recently with killer content despite modest follower counts.

The Numbers That Made Me Pay Attention

Two stats jumped out at me from their announcement:

1. Video watch time grew by double-digits year-over-year on Instagram in Q4 2024. (So if you’ve been resisting video… now might be the time to reconsider, just saying.)
2. People are resharing Reels 4.5 BILLION times daily across Instagram and Facebook. That’s billion with a B.

I’ll admit—I was the queen of resistance when it came to Reels. My first attempts were so awkward that Ian (my partner) diplomatically suggested I “might want to try a different angle.” When even your supportive boyfriend who still uses Facebook primarily can see you’re missing the mark, you know it’s bad. But these numbers don’t lie, and I’ve personally seen my own reach triple since incorporating even simple talking-head Reels into my content mix.

What This Means For Your Brand (The Part You Actually Care About)

If you’re a founder trying to grow your brand while still having time to, you know, live your life, here’s what you need to know:

1. Consistency > Perfection

Instagram flat-out says “post regularly” is one of the most effective growth strategies. But before you panic about daily posting, remember that consistent doesn’t mean constant.

I’ve found that 2-3 quality Reels per week significantly outperforms 7 mediocre ones. (I learned this the hard way during a week where I tried posting daily and ended up snapping at Ian over the dinner that he lovingly prepared because I was too stressed about tomorrow’s Reel. Not my finest moment, and definitely not worth missing quality time for.)

2. Make It Make Sense Standalone

Your Reels need to connect with people who have no idea who you are. This means:

• Start with a hook in the first 3 seconds (harsh truth: if you don’t, they’re scrolling)
• Skip the “hey guys, welcome back to my channel” for content aimed at new audiences
• Monitor your view rate in insights (what percentage keep watching after 3 seconds)

When I started framing my Reels as if the viewer had amnesia about who I was, my completion rates jumped by 40%. Seriously.

3. Audio Matters (Even For Us Camera-Shy Types)

Adding audio to Reels significantly boosts reach. And yes, this applies even if you prefer photos or carousels—adding audio can help those static posts reach more people too.

For my fellow “please don’t make me dance” entrepreneurs: you can simply talk on camera, use text-to-speech, or add music to image carousels. No choreography required!

A couple of months ago, while dog-sitting Churros (the world’s most photogenic Cavapoo), I posted a simple carousel of him “helping” me work, added some upbeat music, and it got more engagement than my previous three strategy posts combined. Never underestimate the power of a cute dog and good audio.

4. Embrace the Experiment (and the Occasional Flop)

Not every Reel will be a hit, and Instagram is actually making reach less predictable on purpose. They call this “embracing unpredictability”—I call it “the algorithm keeps us all humble.”

Try using the “trial Reels” feature, which lets you post a Reel just to non-followers first. If it tanks, no harm done. If it soars, you can then share it with your followers too.

I recently posted what I thought was my most brilliant brand strategy Reel ever—it got 82 views. The next day, I posted a 15-second clip of me ranting about overused Instagram bios while making my morning coffee, and it hit 15K views. The lesson? None of us really know what will work until we try it.

The Success Story That Made Me Jealous (In A Supportive Way)

Instagram highlighted @pov_husband, who started in April 2024 and now has over 2.3 million followers and 1.2 billion views. While I’m thrilled for them, let’s remember that explosive overnight success isn’t the norm.

What I find more inspiring are the quiet wins I see with my clients—like Sarah (not my sister-in-law, though she’d approve of this strategy), who gained 400 new followers (all potential clients) from consistently posting simple Reels about her coaching process over three months. Or Sally, who booked two £2K projects from a Reel that got just 300 views but reached exactly the right people.

Your Next Steps (That Won’t Overwhelm You)

1. Choose consistency over volume – Decide how many Reels per week actually fits your life, and stick to it
2. Hook early – Rewrite your first 3 seconds to grab attention from strangers
3. Add audio to everything – Even if it’s just background music
4. Try Instagram’s “trial Reels” – Test content with non-followers first
5. Track your insights – Look for patterns in what performs (and be prepared for surprises)

Remember, your Instagram strategy should support your business goals and lifestyle—not consume every waking moment of your life. The brands that truly go “beyond the brand” are the ones that remember there’s a human behind the handle who deserves time off, evenings with loved ones, and the occasional weekend of doing absolutely nothing business-related without the guilt.

Even my mum Diane gave me the wisest Instagram advice recently: “If it’s taking more than it’s giving you, it’s not working.” Couldn’t have said it better myself.

I’d love to hear how these changes impact your reach! Hit reply and let me know if you’ve noticed any shifts in your Reels performance lately.