Robert Benjamin: "Non-follower reach matters more than anything else." How to go viral on Instagram.

Robert Benjamin posted this video to address recent changes in the Instagram algorithm and how creators can adapt to maximize their reach. Understanding these changes is crucial for any content creator wanting to grow their audience on Instagram, especially given the increasing importance of reaching people beyond your existing followers.

Robert begins by highlighting the significance of the algorithm shift, stating, "Step number one in going viral on Instagram Reels right now is making sure that you understand that the Instagram algorithm recently changed." He emphasizes the urgency of adapting, warning that failure to do so "is going to destroy your reach right now." However, he offers a solution, assuring viewers, "But don't worry, because if you simply copy what I'm going to share with you in this video, it is going to skyrocket your reach."

Robert builds up to his main message by explaining Instagram's focus on non-follower reach. He says, "The biggest change to the Instagram algorithm lately is that now non-follower reach matters more than anything else." He explains why this is the case, saying, "Because Instagram wants to make sure the people that do not know who you are are going to be interested in your content, because they found that this keeps people coming back and it helps small creators grow way faster." This leads into his crucial point about the algorithm now being interest-based.

The core message, according to Robert, is that topic selection reigns supreme. He asserts, "So now the number one thing that matters is not actually your video quality or how good your video is; it's the topic that you're actually creating that content on." He illustrates this with an example, explaining, "You could make an equal video about cats, about dogs, and about rats. And how many views you get is going to drastically change just because more people are interested in dogs than cats, or more people are interested in cats than rats."

This emphasis on topic selection resonates with other social media experts. For example, Later advises, "Focus on creating high-quality, engaging content that resonates with your target audience." Similarly, Hootsuite suggests, "Understanding your audience is key to creating content that resonates and performs well." Sprout Social emphasizes the importance of relevance, noting, "The algorithm prioritizes content that it deems relevant to each individual user." These opinions reinforce Robert's point about tailoring content to audience interests.

Beyond topic selection, Robert emphasizes maximizing viewership past the first three seconds. He advises creators to improve their hooks and reiterates the importance of topic relevance in capturing initial attention. He suggests analyzing existing top-performing videos on a chosen topic to craft a more compelling hook. He also stresses the importance of using the "trial Reels" feature and remixing memes. Robert advises using trial Reels to test hooks and formats and to repost best-performing content to reach new audiences. Regarding memes, he urges creators to embrace them as a powerful engagement tool, regardless of their brand image.

Robert then explains the importance of a well-optimized Instagram page. He uses the example of a creator named Christine, highlighting the effectiveness of a bright profile picture, a niche-specific name, a clear bio, and relevant story highlights. He also advises ensuring that the "Show account suggestion on profiles" setting is enabled to improve content categorization by Instagram.

Finally, Robert emphasizes the need for consistency in posting about the same topic. He clarifies that this doesn't mean posting excessively, but rather maintaining a consistent theme to help Instagram identify and target the ideal audience. He concludes by promoting his Instagram mentorship program, promising guaranteed follower growth and highlighting past successes.

Key takeaways

• The Instagram algorithm prioritizes content relevant to user interests, making topic selection crucial for reach.
• Optimizing videos for watch time beyond the first three seconds, using strong hooks and relevant topics, is essential.
• Consistency in posting about the same topic helps Instagram identify and target your ideal audience.

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