When it comes to growing on social media, video content is key. On Instagram, reels are prioritised over photos and standard posts because they keep people watching for longer. Higher watch time signals to the app that users are engaged, so the content is pushed out to more people.
The same principle applies to TikTok. Videos that achieve strong watch time are distributed more widely because both platforms are designed to keep users on the app for as long as possible. The longer someone scrolls or watches content, the more opportunities the platform has to show adverts, which increases their advertising revenue.
It is also important to treat stories differently from posts. Stories should be used to provide separate value to your existing audience rather than to reshare your reels. Sharing a reel to your story can actually reduce its reach. Platforms encourage creators to use stories as a distinct content type, and they allocate advertising spend differently between stories and the main feed. Accounts that provide unique value in each area tend to be rewarded with better visibility.
Most of these insights come from consistency, daily posting and learning through trial and error. The most important factor is posting regularly, testing what works and refining your approach over time.
