Behind the Algorithm: How Instagram Prioritizes and Delivers IG Reels Ads to Your Target Audience

By November 6, 2023 No Comments

In a world where social media dominates our daily lives, Instagram’s introduction of IG Reels has taken the platform by storm. IG Reels are short, engaging video clips that can be used for entertainment, education, and, importantly, advertising. If you’re a marketer looking to get your content in front of the right eyes, you’re probably curious about how Instagram prioritizes and delivers IG Reels ads to your target audience. In this blog post, we’ll take a deep dive into the intricacies of Instagram’s algorithm and reveal the key factors that determine which IG Reels ads your audience sees.

Understanding Instagram’s Algorithm

Instagram’s algorithm is the digital wizardry that decides what content appears on your feed. It sifts through millions of posts, stories, and reels to display the most relevant content to each user. To optimize your IG Reels ad strategy, it’s essential to understand how this algorithm works.

1. User Engagement

At the core of Instagram’s algorithm is user engagement. The more engagement a post receives, the more likely it is to be prioritized. This means likes, comments, shares, and saves play a pivotal role in determining the visibility of your IG Reels ad. When your content sparks meaningful interactions, Instagram rewards it with higher visibility.

2. Relevance Score

Instagram assesses the relevance of your IG Reels ad to each user. It takes into account the user’s past interactions and interests to decide if your ad is a good fit. To improve your ad’s relevance score, make sure your targeting is accurate and your content aligns with your audience’s preferences.

3. Time of Posting

The timing of your IG Reels ad also matters. Instagram aims to show users the most recent and fresh content. Posting during peak activity hours, when your target audience is most active, can boost the chances of your ad being seen.

Targeting Your Audience

Now that we’ve covered the fundamental principles of Instagram’s algorithm, let’s delve into the specifics of targeting your audience effectively.

1. Demographics

Understanding your audience’s demographics is crucial. Instagram allows you to target based on age, gender, location, and more. Tailoring your IG Reels ads to your audience’s characteristics can significantly enhance their effectiveness.

2. Interests and Behaviors

Consider the interests and behaviors of your target audience. What do they like? How do they engage with content? Instagram offers a wide range of targeting options to reach people based on their preferences and online behaviors.

3. Lookalike Audiences

Leverage the power of lookalike audiences. By creating a lookalike audience based on your existing customers or followers, you can reach new potential customers who share similarities with your current audience.

Budget and Bid Strategy

Your budget and bid strategy play a significant role in the delivery of IG Reels ads.

1. Daily Budget

Setting a daily budget controls your ad spend. Be sure to allocate a budget that aligns with your marketing goals and the size of your target audience.

2. Bid Strategy

Choose the right bid strategy based on your campaign objectives. Whether it’s optimizing for link clicks, impressions, or conversions, your bid strategy affects how your IG Reels ads are delivered.

Ad Quality

The quality of your IG Reels ad also influences its performance. Instagram prioritizes high-quality, engaging content.

1. Video Quality

Ensure your video is clear, high-resolution, and well-edited. Instagram favors visually appealing content.

2. Captivating Captions and CTAs

Craft compelling captions and calls to action (CTAs) to encourage user engagement. A well-written caption can make a significant difference in how your IG Reels ad is received.


Mastering Instagram’s algorithm for IG Reels ads is a dynamic and evolving process. By focusing on user engagement, relevance, timing, audience targeting, budget management, and ad quality, you can significantly improve the reach and impact of your IG Reels ads. Stay tuned to Instagram’s updates and continue experimenting to fine-tune your ad strategy for optimal results. Remember, creating content that resonates with your audience is the key to success in the world of IG Reels advertising.

Chase Sagum

Chase Sagum

CEO of Sagum