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Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

Influencer marketing is evolving, and so is the way brands measure success. That’s why Meltwater is proud to announce a new partnership with YouTube, integrating YouTube’s Creator Partnerships API directly into our Influencer Marketing platform.

Introducing Verified YouTube Data in Meltwater Influencer Marketing

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

In 2022, 93% of marketing professionals included influencer marketing in their  marketing plan. Influencer-related services increased by 26% in the last year alone, with more than two-thirds of marketers seeing influencer marketing as a strategic priority.

And the same is the case with Ireland. Its a vibrant culture and tight-knit communities have long-valued endearing personalities who can entertain, tell compelling stories, and bring people together. With the rise of social media, the nation has cultivated an array of talented digital creators, athletes, entrepreneurs, and media figures who are leveraging their authenticity, humor, and relatability to build influential brands that extend well beyond the Emerald Isle.

However, discovering relevant social media influencers in Ireland might be difficult due to the sheer number of them! So, to help you out, we've compiled a comprehensive list of the top 17 influencers in Ireland based on their ability to create high-quality content and the value they provide to businesses and brands via their social media following and Engagement Rate (ER). Read along!

From viral comedians to rugby legends, Ireland has produced an array of talented and creative social media influencers across various sectors including entertainment, sports, business, and lifestyle. Let’s get to know them better:

To compile this list of Irish influencers, we have used our Meltwater Influencer Marketing Suite.

Are you looking to compile your own influencer lists within seconds? Get a free tour of our platform today!

 Niall Horan on Instagram: "Walk with me to stage in Manchester #TheShowLiveOnTour"

Niall Horan is an Irish singer and songwriter who gained worldwide fame as a member of the massively popular boy band One Direction. After the group went on hiatus in 2016, Horan launched a successful solo career topping the charts with singles like "Slow Hands" and "Nice to Meet Ya" from his folk-pop albums. With over 30 million Instagram followers and a devoted global fanbase from his One Direction days, Horan's influence spans chart-topping music and an enviable lifestyle brand.

 Victor Alfred on Instagram: "Gotta play it off like you meant to do it 😂"

Victor Alfred is a 17-year-old Irish TikTok star with over 650,000 followers and 17 million likes. Mixing comedy skits and dancing/lip-sync videos with wholesome vibes, Alfred has leveraged his quick wit, positivity, and Irish charm into social media stardom, allowing him to collaborate with major brands. As his videos spread joy to fans during the isolation of COVID-19 lockdowns, his feel-good presence earned influence as a top Irish TikTok creator.

Reading tips: TikTok Influencers 101, The 10 Most Followed TikTok Accounts, The 10 Top Tikok Influencers in Malaysia, The 20 Best Australian TikTokers, What Is TikTok And How Did It Become So Successful?, The TikTok Creator Fund: Is It Worth Your Time?

 MAURA HIGGINS on Instagram: "Tied up in love and bows"

Maura Higgins is an Irish media personality and model who first gained notoriety as a contestant on the popular British dating show Love Island. Turning that exposure into elite influencer status, she now fronts major fashion campaigns, has launched successful beauty products, and accumulated over 3 million Instagram followers through a glamorous personal brand. She wields significant influence as both a reality star and entrepreneur across beauty, style, and women's magazines.

Reading tips: Top Global Fashion Influencers to Inspire You, Top Sustainable Fashion Influencers, Top South African Fashion Influencers, Top Beauty Influencers to Inspire You

 Michael Obafemi on Instagram: "She a f*ckin fan…🤣🕺🏾"

Irish influencer Michael Obafemi is an Irish professional footballer who plays for Swansea City and the Republic of Ireland national team as a quick and skillful striker. After a promising start to his career with Southampton FC, a series of injuries slowed his progress until his recent explosive form at Swansea and goalscoring contributions for Ireland's national side, including a stunning strike versus Scotland.

Reading tips: Top Sports & Fitness Influencers to Inspire You, Top South African Fitness & Sports Influencers

 Yewande on Instagram: "Last outfit of 2023 🖤🫶🏾"

Yewande Biala is an Irish scientist and reality TV star best known for appearing on the popular show Love Island. With a first-class degree in science and medicine from University College Dublin behind her, Biala's breakout reality appearance combined brains and beauty. She now leverages her STEM background and visibility as an advocate for diversity in science and the empowerment of black women in Ireland through initiatives focused on equality and inclusion.

 HSBC SVNS on Instagram: "Perry Baker: THE MOVIE! 🎬🍿

#HSBCSVNS | #HSBCSVNSLAX"

Greg O’Shea is an Irish rugby union player who plays for the Ireland national sevens team and competed at the 2020 Olympics. He gained wider fame by winning the reality competition show Love Island UK due to his athleticism, humor, and Irish charm. That exposure helped O’Shea attract over 1 million Instagram followers through content focused on fitness, nutrition, and the lifestyle of competing as an elite Irish rugby player.

 Rory's Stories on Instagram: "When you don't post 'Happy mothers Day' online...

#mothersday #happymothersday #socialmedia"

Rory O’Connor, better known as Rory’s Stories, is a former electrician turned comedian/social media star from Ireland. His hilarious short comedy videos poking fun at Irish culture propelled him to over a million Facebook followers. Transitioning into stand-up comedy after losing his job, O’Connor now sells out theatres while partnering with major brands, earning influence as one of Ireland's top comedic content creators.

 Conor Murray on Instagram: "🦁"

Conor Murray is an Irish rugby union player who plays scrum-half for Irish province Munster and Ireland's national team. With over 100 caps for Ireland, Murray is an influential veteran leader known for his speed, kicking game, and ability to tactically control matches. His consistency and achievements on elite stages like the Six Nations and Lions tours solidify him as one of Ireland’s greatest-ever rugby players.

 Trisha Lewis on Instagram: "350g chicken 
85g panchetta 
8 x mushrooms 
5 x spring onions 
Sea salt and black pepper 
4 x cloves garlic 
1 x stock cube 
500 ml water 
2 x tsp paprika 
Juice of 1/2 lemon 
100g low fat crème fraiche 
2 x tsp gherkin pickle 
1/2 courgette grated 
2 x tsp cornflour mixed in water like a liquid 
150g uncooked rice 

Serves 3 
449 cals per portion 

Any questions give me a shout below! 👇 

#cookingtime #batchcooking #food #nomnom #foodporn #calories #caloriecounting #weightlosstransformation"

Trisha Lewis is an Irish chef, entrepreneur, and inspirational Instagram personality who dramatically transformed her life after reaching 27 stone. As demonstrated through her popular Instagram chronicle @trishas.transformation, Lewis embarked on a health and wellness journey that saw her lose significant weight through an improved diet and a newfound love of exercise. This lifestyle overhaul launched Lewis' career as she leveraged decades of professional cooking experience into establishing her own company, Sharp by Trisha Lewis, where she sells healthy food products, cooking courses and published bestselling books.

Reading tips: Global Food Influencers to Inspire You, Top Food Influencers in Malaysia, The Biggest Food Trends, Meltwater for Food & Beverage

 Prime Video UK & IE on Instagram: "who can resist a good sea-man joke? 😂👀
#LOLIreland #LastOneLaughing"

Amy Huberman is a beloved Irish actress, writer, and entrepreneur. Starring in acclaimed comedy TV shows and films for over 20 years enhanced Huberman’s profile and relatability to connect with female fans, while her shoe brand Bourbon Footwear and children’s books further display her creative business savvy to build her aspirational brand. She holds influence as one of Ireland's most prominent multi-hyphenate talents.

Top 17 Irish Influencers: Find the biggest influencers in Ireland

So you’re thinking of starting a YouTube channel. That’s great news! YouTube is well worth incorporating into your social media management strategy given that it is the 2nd most visited website, after Google, and video is such a popular and engaging content format. 

If you’re already all set up on YouTube and are looking for some more strategy-based ideas, check out our Ultimate Guide to YouTube Marketing. But if you’re just getting started, stick around and by the end of this blog, you’ll have all the tools and steps you need to create and manage a YouTube channel, including video ideas, how to shoot and upload videos, and engagement tips. 

Examples of Great YouTube Video Campaigns

To start marketing on YouTube, you of course first need to have a channel. YouTube is owned by Google, so the very first step is to sign up for a Google account.

You probably already have one of these, whether for work or personal use. You could use one of these existing accounts if you want, but we actually recommend setting up a Google account specifically to be tied to your YouTube channel. 

This helps with organization (such as email notifications from YouTube) and makes it easier to add and remove channel community managers. 

Tip: Use an easy-to-remember email that multiple people can then access, as opposed to a “[first-name]@[company-domain]” model. We suggest something like “marketing@” or “film-video-content@”.

Now the fun part! Setting up your channel. Since you already created your Google account, connecting to YouTube is super easy. You know that grid of squares from the Google homepage, or accessible from within Gmail or Google Drive?

Give that a click and you’ll see all the apps that are available. You can click YouTube from here, or go to the URL directly (youtube.com). 

Once you’re on the YouTube homepage (you should already be logged in), select the round profile photo icon in the top right. You’ll see a long list of options pop up.

Click “Create Channel”. Remember: you have a YouTube account automatically through your Google account, with which you can search, subscribe, and watch other people's videos, but you don’t actually have your own channel set up yet. Once you do, you can post your own videos! 

You’ll now be guided through the steps to set up your channel! 

When prompted to choose a name, it’s recommended to create a custom name. You can always change this later, so don't worry about too much if you don’t have the perfect one yet. This option also means you can customize the profile image.

You’ll enter the name for your new channel and accept terms and conditions on the next screen. 

YouTube now also provides the option to create a handle with an @ symbol (just like Twitter or Instagram). This can be used when people refer to you in comments and is also another useful way for people to find your channel. But perhaps the biggest benefit is it allows you to create a unique channel URL — a feature previously only available to creators with a certain number of subscribers.

Note that the banner is long and skinny so be sure you have an image that fits these dimensions. The proper size for your YouTube channel art is 2,560 x 1,440 pixels.   

If you're looking for more image sizes for all of the social media platforms, check out our full guide to social media image sizes.

We also have a blog with important social media video sizes.

The profile photo is round and is typically going to be your logo. This is what will show up next to your channel name on posted videos, and in the comments. 

Dimensions for a YouTube profile photo are 250 x 250 pixels.

Don’t skip this! If you don’t have one prepared immediately, that’s ok, but be sure to upload one as soon as you have it. This video is prominently displayed and begins playing automatically when people visit your channel.

For more tips on creating a trailer for your YouTube channel, visit our blog: 10 Tips to Grow YouTube Subscribers

You can think of the process for making a YouTube video in four main stages: 

Each of these steps can be broken down into several sub-steps. Read on for the top tips on making great YouTube Videos!

1. Planning stage: conceptualize, write, storyboard, rehearse

The first thing you need to do is plan out your video. Think of your theme, goals, write down a basic shot list, have a general length you’re shooting for (pun intended!), and rehearse so you can know if that needs to be adjusted. This is also the stage where you should create a shooting schedule. 

Tip: Factor in buffer times in case weather or other unforeseen circumstances impact your shooting schedule.

Remember that more complicated concepts, requiring multiple shots, angels, sets, people, and locations will take longer to shoot and edit. If you’re just starting out with making video content, try to keep the fancy elements to a minimum until you get a sense of how long your videos take to make.

There are many directions you can go with YouTube video ideas, so think about your goals. You should stick to one main goal per video — this not only keeps your content short, but it also keeps it focused. This is essential for brands trying to build their YouTube presence in that it means you can produce more videos in a shorter amount of time.

Need some inspiration? Check out these 50 video ideas to get your started!

During the planning stage you can also determine the equipment you’ll need. Be sure that you have the proper lighting, sound, and of course cameras. If it’s financially feasible, it’s a good idea to have a multi-camera set up for easier editing and nice variation. 

Write a basic script and prepare a storyboard, including any set instructions or blocking you want to incorporate. Again, this might sound fancy but it doesn’t have to be. 

For a script, stick to the basics. Don’t stress about the proper formatting of a screenplay. You just need to have a sense of what people are saying and when. You’ll probably find you have to cut a lot, so write more than you think you need.

Storyboarding isn't strictly necessary, but it can be extremely helpful. Use white blank 8x11 paper — 1 per shot you have planned. Again don’t worry about being polished. Stick figures, and simple shapes to indicate where the cameras are is sufficient. The nicest aspect of storyboarding is you can use it to reminder yourself of other elements you want to add to your video, such as cards to related content, sound effects, graphics, etc. Sticky notes indicating where these elements slot in is a great trick (and you'll thank yourself in the editing!).

This is an absolutely essential step and should not be glossed over or saved till the last minute. It is during rehearsal that you’ll discover certain blockers such as taking too long to set up a particular shot or dialogue that is difficult to get right without multiple takes.

Shooting your video should be straightforward if you dedicate enough time to proper planning. You have all your shots mapped out, lighting, sound, and filming equipment, your on-camera talent has rehearsed. There’s very little to do except press record! 

While filming, pay particular attention to continuity. You don’t want to get stuck in the editing process realizing that a water bottle disappears and reappears in the background, or an unintentional wardrobe change occurs, or daylight moves to nighttime in a jarring way.

Tip: Have someone take on the role of script supervisor who can keep an eye out for potential continuity errors during filming.

Welcome to the editing stage! Here’s where everything you shot will be cut down, refined, and tightened up into a cohesive video. During editing, you’ll also add any effects, color correction, audio correction, text, graphics, and music.

Editing can be slow and laborious, especially if you’re not used to it. If you have it in your budget consider hiring someone to do this for you. If you’ll be doing it in-house you can definitely get by with standard editing software such as iMovie. Or explore which video editor best suits your needs and available skills.

Before heading to the upload stage, you’ll need to export your video. YouTube supports most formats, so there’s very little chance you’ll head to stage 4 with the wrong one. 

YouTube accepted video formats (from support.google):

4. Upload: title, description, thumbnail, publish

Now it's finally time to publish the video to your channel! YouTube makes this process very easy, and with just a few clicks of a button, you’ll be on your way.

Head to the YouTube homepage and click the small camera icon near your profile icon in the upper right. Two options pop up: “Upload” or “Go Live”. Select “Upload”.

On the next screen, you can find your video file on your computer, or drag it straight into the window. 

How to Create & Manage a YouTube Channel

Instagram users upload 95 million photos and videos to the platform each day. Of course, no one sees it all, so how does Instagram go about choosing what to show you? The answer lies in the Instagram algorithm.

Tip: Watch our free webinar about how the Instagram algorithm works.

How the Instagram Algorithm Ranks Content: Feed, Stories, Reels

Tips for Using the Instagram Algorithm to Your Advantage

Maximizing IG Reach for Business, Creator, and Personal Accounts

Improving Your Instagram Marketing with Meltwater

The Instagram algorithm is a complex system used to decide what content to show on users’ feeds. Its goal is to show users content they will find most relevant and engaging.

The IG algorithm considers various ranking factors aimed at keeping users on the app longer and increasing overall engagement. These factors include, but are not limited to:

Interest: The algorithm analyzes each user’s behaviors, such as the posts they engage with, to show similar content that aligns with their interests.

Timeliness: Recent posts are given higher priority, so newer content is more likely to be seen by users.

Relationship: The algorithm takes into account the users with whom you interact or the accounts you follow or engage with.

Frequency: If you open the app frequently, IG will show you the best content since your last visit.

Usage: The amount of time spent on the app during each session can influence the content displayed.

Instagram uses different algorithms across each of its features: Feed Posts, Instagram Stories, and Instagram Reels. This is because users interact with each of these features differently and expect different experiences and content from them.

Since its introduction in 2016, the Instagram Algorithm has undergone several changes and updates to enhance user experience and combat spammy or low-quality content. These updates aim to prioritize the most relevant and engaging posts for each user, creating a more enjoyable browsing experience. 

Understanding the Instagram Algorithm is crucial for content creators and businesses using the platform. By deciphering how the algorithm works, they can optimize their content and increase their visibility and reach. This knowledge allows them to adapt their strategies to align with the algorithm's preferences and improve their chances of reaching their target audience. 

Instagram hasn’t released a big update about its algorithm this year. However, some recent changes in the last year or so may affect your content marketing strategy on Instagram. A few notable changes include:

Not all videos are watched from start to finish. But those that are might find favor with the algorithm, at least on Instagram. If people are watching your videos for the entire duration, you may be more likely to show up on feeds.

Content creators were doubling down on videos until recently because the algorithm told them to. But now, IG has announced it “over-indexed” on videos and is now showing more favor to photos. It’s estimated that the algorithm will prioritize photos and videos 50/50, give or take.

One of Instagram CEO Adam Mosseri’s goals for 2023 was to help people discover more of what they love, shared in a 2022 Instagram Reel. Instagram has always been a place for discovery and inspiration, so it’s no surprise that one algorithm change is to prioritize showing users new content every time they open the app. This is good news for brands, as it means your content is more likely to go beyond your own audience and inspire more people.

How the Instagram Algorithm Ranks Content: Feed, Stories, Explore, Reels

Each of Instagram’s main features offers unique experiences for users. To ensure a highly personalized experience that meets user expectations, each feature has its own algorithm that hones the experience over time. Here’s a closer look at how they work.

What a user sees in their Feed or IG Stories is most likely to come from family and friends, as well as accounts they follow. Still, this content is largely driven by algorithms, which look at:

Post information. How many likes and comments does the post have? When was it posted? How long is the content?

Relationship. What’s the importance of the poster to the user? Is it from someone whose content you’ve frequently interacted with?

User engagement. What types of posts have you engaged with in the past?

User interaction history. Is this post from someone you’ve recently interacted with? How often do you comment on the user’s posts?

The Instagram algorithm will make predictions about the content you’re most likely to engage with. The posts higher up in the feed or Stories are those the algorithm thinks you’re most likely to view, like, share, or comment on.

The Explore tab is a place of discovery. The content shown here is usually based on a user’s interests beyond the accounts they follow. In fact, most of the posts here are from people you don’t know.

To start, the algorithm will look at posts you’ve engaged with in the past. It then looks at other people who have also engaged with those posts, then starts predicting other types of content you might also like.

The Instagram algorithm will then curate new content based on similar factors as the other algorithms, including post information, interaction history, user activity, and information about the poster.

When creating content, keep in mind that the Explore Page algorithm looks for relevance, quality and consistency.

Instagram went all-in on video in 2022, underscoring the idea that video is the front-runner for content marketing. Reels are short-form videos that are meant to entertain, so Instagram prioritizes content that is funny, inspirational, or otherwise mind-blowing. 

Instagram metrics aimed at measuring user engagement  (e.g., likes, shares), the popularity of the person who posted it, and the content itself (e.g., the audio or music it uses) can all affect its attraction to algorithms. It also reviews the Reels users have recently engaged with and attempts to share more content like it.

While there are certain things that algorithms love (likes, shares, and video completion rates, to name a few), there are also things that can lose the algorithm’s interest.

First and foremost, Instagram takes safety seriously and will not display content that it deems to be potentially harmful or hurtful to others. Anything that goes against Instagram’s Community Guidelines is also off-limits.

Any of the following may be considered off-limits:

Information labeled as misinformation or fake news

In addition, some types of content simply don’t do well in the rankings. This includes content with too much text, Reels without audio, or too much content posted by the same user in a short time.

Creating great content for Instagram isn’t always enough to get noticed by algorithms. If you want your content efforts to pay off, put the following tips into practice.

To overcome algorithmic challenges, it is crucial to have a well-thought-out content strategy. Focus on creating high-quality, engaging content that resonates with your target audience. Consider incorporating a mix of different content formats, such as images, videos, and carousels, to keep your audience interested and increase the chances of your content being prioritized by the algorithm.

Tip: Learn how to post on Instagram and how Instagram analytics can feed your content strategy. Also, these Instagram marketing examples will help you get inspired.

Follower count isn’t everything, but it can help you attract more love from the algorithm. People who are already following your Instagram account are more likely to see your content. The more people who see your posts, the more chances you have of earning engagement, which can attract some help from the algorithm.

Create Descriptive Captions with Keywords and Hashtags

One way Instagram algorithms learn what your content is about is to scan the caption for keyword or hashtag use. Don’t overdo it, but make sure you’re being as descriptive as possible so the algorithm can display your content to the right people. For help with this, check out our guide on hashtag marketing strategies.

Take Full Advantage of Reels, Stories, and Feed Posts

Instagram gives you several ways to share your content. Each feature can help you reach new people, so take advantage of what’s available to you. For instance, Instagram Stories are a great place to share bite-sized highlights, such as new product alerts, flash sales, or quick announcements. Reels can be a good place to share a demo or life hack. If you’re only posting in the Instagram feed, it’s time to branch out.

Engagement begets engagement. Algorithms love Instagram posts that people are already loving, so engagement rates tend to snowball. One way you can ensure engagement from the start is to post your content when your users are most active.

You can use general guidelines about the best times to post on Instagram. For instance, Mondays around 10:00 AM or pretty much anytime on Tuesday morning are great times to post. However, this can vary by industry, plus you need to take into account where your audience is located.

You can also take a data-driven approach and use your own analytics to see when your audience is most active.

Reading Tips: Best time to post on Instagram in South Africa, Best time to post on Instagram in Australia, Best Times to Post on Social Media in 2023 [Infographic]

Engagement is one of the key ranking signals for Instagram Stories. The more people you can get to engage here, the better it will help your rankings. One way to do this is to make your content interactive. Use polls or add stickers or emoji sliders to get users to do more than just watch.

Comments are one type of engagement that can turn the algorithms in your direction. If you want users to leave comments, just ask. Come up with a question that encourages users to share their thoughts. Even a one-word answer can help your content stand out to algorithms.

Expand Your Reach with Instagram Influencers

Instagram influencers have already attracted the Instagram algorithm, giving you a clear path to brand exposure. Working with influencers puts your brand in front of more people. This can help you attract new followers and gain more engagement on your own posts, which is a great way to get more attention from the Instagram algorithm.

User-generated content (UGC) is a powerful tool to boost visibility on Instagram. Encourage your audience to create and share content related to your brand or products. UGC not only adds authenticity to your brand but also signals to the algorithm that your content is valuable and worth promoting. Consider running contests or campaigns that encourage users to generate content and tag your brand.

Tip: Take a look at these user-generated content examples.

Instagram's algorithm plays a crucial role in determining the reach and visibility of your posts. However, it's important to note that the algorithm differs for business, creator, and personal accounts. Understanding these differences and implementing effective strategies can help you maximize your reach and engagement on each account type.

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