For years, likes were the number everyone watched. Not any more. Instagram's head, Adam Mosseri, has named three signals that matter most for reels: how long people watch, how often they send a reel to someone in a DM, and likes. Likes come last.
That makes sense for food. A like says “nice”. A send says “we should go here”. A send is a booking waiting to happen. And with Australians spending around an hour a day on Instagram, there are plenty of chances to be the reel that gets sent.
What Instagram is looking for
- Watch time. Do people watch to the end, or even replay it?
- Sends per reach. Out of everyone who saw it, how many shared it privately with a friend?
- Likes per reach. Still counts, just less than the other two.
Make reels people want to send
- Sell a plan, not just a plate. “Sunday brunch, sorted.” “Where to take Mum this weekend.” People send plans to the person they want to go with.
- Give one clear reason to share. A new dish, a weekend special, a deal, something off-menu.
- Put the details on screen. Dish name, suburb, and the price if it is good value. Make it easy for the friend who receives it to say yes.
- Hook in two seconds, keep it short. Open on the best moment and finish before people get bored. That keeps watch time high.
Test it first with Trial Reels
Trial Reels let you show a reel to people who do not follow you yet, before your followers see it. Give it about three days, then look at shares and saves rather than views. If it works, share it to your followers. If not, you have learned something without cluttering your grid.
Post one reel built around a plan, like a date night or a weekend brunch. After three days, open the insights and check the shares, not just the views.