Instagram recently revealed how their Reels algorithm actually works, and if you’ve been prioritizing sends and shares, you might need to rethink your strategy. Many brands and practices have been focusing heavily on shares, but Instagram’s Head, Adam Mosseri, just clarified what really matters.

Let’s dive into the algorithm’s top priorities and how you can leverage them to grow your practice’s presence.

The 3 Key Reels Metrics That Matter:

While shares are important, they’re not the #1 factor. The three metrics you should focus on are:

  1. Average Watch Time – The longer people watch your Reels, the better. Instagram sees this as a sign of quality content.

  2. Likes Per Reach – Engagement through likes signals that viewers are enjoying your content.

  3. Sends Per Reach – Sharing helps with discovery, but it’s not the sole driver of visibility.

Knowing these priorities helps you craft a content strategy that resonates with both your existing followers and potential new clients.

Connected vs. Unconnected Reach—What’s the Difference?

Instagram treats your followers differently from potential new audiences. Here’s how:

  • Connected Reach (Followers): Likes are weighted more heavily than sends.

  • Unconnected Reach (New Audiences): Sends carry more weight than likes.

This means your loyal followers are more likely to engage through likes, while new audiences rely on social proof from shares.

How to Optimize Your Aesthetic Practice’s Reels

Instead of getting lost in the algorithm rabbit hole, focus on these core elements that actually work:

  1. Creative That Stops the Scroll

    • Use bold visuals, interesting hooks, and showcase real results from your treatments.

  2. Compelling Hooks

    • Whether it’s eye-catching visuals, trending audio, or an intriguing story, grab attention in the first 3 seconds.

  3. Right-Length Content

    • Don’t force a 90-second Reel if you can get the message across in 30 seconds. Quality > quantity.

  4. Emotional Storytelling

    • Highlight how your treatments boost confidence and enhance lives—not just the technical aspects.

The Bottom Line? Focus on Content That Converts

At the end of the day, if your content isn’t getting seen, it’s not because the algorithm is against you—it’s because it’s not hitting the right notes. Stay focused on the fundamentals, create content that resonates with your audience, and the algorithm will follow suit.

Want more strategies to level up your social media game? Follow Aesthetic Influencer for expert tips tailored to aesthetics professionals or for a stress-free prescription for social, join Reels Rx for our Aesthetics BFFs.