Looking to expand your audience on Instagram? Here’s everything you need to know to maximise your reach, connect with new fans, and grow your music career as an artist.

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Why Instagram reach matters for artists

For independent artists, social media is one of the most powerful tools to grow your audience. Understanding how Instagram’s algorithm works can help you maximise the platform to strengthen connections with your fans, expand your reach, and even build a cult following of superfans.

Increasing your organic reach on Instagram isn’t just about chasing numbers; it’s about connecting your music with the right listeners. The more people who see your content—whether it’s new releases, behind-the-scenes footage, or snippets from your latest gig—the greater your chances of turning casual scrollers into loyal fans.

Luckily enough, Instagram head Adam Mosseri has shared insights via Instagram on how the platform ranks content in 2025 – detailing exactly how you can optimise the reach of your posts.

How Instagram ranks content

To get strategic, it helps to understand what “reach” actually means. Reach is the number of unique people who see—and could possibly interact with—your content. It’s not just about how many times your post is shown, but how many individual accounts are exposed to your music, your brand, or your story.

Connected reach vs unconnected reach

On a basic level, Instagram uses two types of reach to determine who sees your content.

  • Connected reach: The reach of your posts among people who already follow you.
  • Unconnected reach: The reach of your posts among people who don’t follow you yet.

There are three key signals that influence your ranking and reach:

  • Average watch time: The longer people watch your content, the more it will be shared.
  • Likes per reach: How often people like your post in proportion to how many see it.
  • Sends per reach: How often people share your post in proportion to how many see it.

Beyond likes and comments, Instagram also pays close attention to saves and shares as key engagement metrics. Posts that are frequently saved or shared signal value to the algorithm and may be given extra priority in feeds and explore pages. If your content inspires followers to save it for later or share it in their DMs, you’re sending a powerful signal that your posts are worth amplifying.

For connected reach, likes are more important. For unconnected reach, shares play a bigger role in helping your content get discovered by new audiences. However, watch time is important for both types of reach.

Organic reach vs paid reach

There are two main ways you can grow your reach:

  • Organic reach: This is when your content is discovered naturally, without you paying for promotion. Think: creating engaging posts, using smart hashtags, collaborating with others, landing on the Explore page, or getting shared by fans. Organic reach is trickier to master, but it’s far more valuable for building a dedicated fanbase and driving real engagement.
  • Paid reach: This is when you use Instagram ads to get your music or content in front of more eyes. While this can get you quick numbers, it’s organic reach that really fuels long-term growth and authentic connections.

The bottom line: Organic reach takes more work, but it’s where the magic happens for independent artists. Focus on connecting with your audience and creating content that’s worth watching, liking, and sharing. That’s how you’ll maximise your impact on Instagram in 2025.

How interacting with followers boosts your organic reach

Instagram wants people to see content from those they care about most. This means the platform pays close attention to how users interact with your account, and how you interact with your followers. 

Engaging with your followers

The more you engage with others—whether that’s responding to comments, replying to DMs, or leaving thoughtful reactions on fellow artists’ posts—the more visible and approachable you become in the eyes of both your followers and the algorithm.

Here’s why it matters:

  • Faster replies foster loyalty: When you quickly respond to comments or questions, you show fans you care, which encourages more interaction. Instagram rewards these active conversations by pushing your content higher in feeds.
  • Acknowledging positive engagement builds community: Thanking people for their support reinforces positive experiences, making fans more likely to continue liking, sharing, and recommending your posts to others.
  • Engaging outside your bubble can spark growth: Explore and interact with posts from other artists, listeners, or potential collaborators. By genuinely connecting beyond your current followers, you tap into new circles—and Instagram notices your wider activity.

Don’t shy away from criticism either. Negative comments can reveal what your audience actually wants, and when you handle them with care, you demonstrate your investment in your community. Addressing issues quickly helps turn would-be critics into loyal supporters—and keeps your reputation intact.

Consistent, authentic interaction is a signal to Instagram that you’re truly active. The result? Your posts are more likely to be recommended to both current fans and those yet to discover your music.

Followers engaging with your content

If followers often like, comment on, share your posts, or chat with you via direct messages, your content is more likely to appear at the top of their feeds. Essentially, the more back-and-forth you have with someone—whether it’s double-tapping on a photo, trading comments, or dropping into DMs—the stronger your connection in Instagram’s eyes.

So, it’s not just about getting your followers’ attention once. Building real, ongoing interaction signals to the algorithm that your posts deserve priority placement, helping you cut through the noise and land on more screens.

It’s not just about likes and shares—Instagram’s algorithm also takes into account actions that signal a genuine interest in your content.

  • Profile searches: If people are going out of their way to search for your profile, Instagram reads this as a strong sign of interest. The more often someone actively looks up your account, the more likely your posts are to show up in their feed and stories.
  • Direct Messages (DMs): Engaging in private conversations isn’t just good for building connections with fans—it also tells Instagram you have a meaningful relationship with that user. Regular exchanges in DMs can bump your visibility, making your future content more prominent in their scrolling sessions.

Both profile searches and DMs are subtle yet powerful cues that help Instagram decide who really values your content, and they can make a noticeable difference to your overall reach.

How to check what’s working

Your Instagram analytics provide insights into what content resonates most with your audience. Regularly reviewing your stats can help you fine-tune your posts and maximise engagement.

Think about your account as a whole—maybe your Stories rack up plenty of views, but your photos don’t get as many likes or comments. That’s perfectly normal. It simply means your audience might prefer video content, and you can use this knowledge to focus more on engaging short clips or Reels. The key is to get to know your audience and adapt your content to fit what they enjoy most.

Building strong, organic reach on Instagram is a gradual process. By paying attention to these analytics and consistently meeting your audience’s expectations, you’ll be on the right path to growing your fanbase.

A complete guide to Instagram analytics (Insights) for artists

Learning from top-performing content

If you want to understand what already works on Instagram, looking at successful accounts can offer a goldmine of insights. Take globally recognized brands like Nike or even top indie artists. You’ll notice that the content driving the most reach often has a few things in common.

For example, by analyzing high-performing posts from these accounts, you’ll often see that short-form videos—think Reels, Stories, or quick highlight clips rack up the most engagement. Not only are these formats widely favored by the Instagram algorithm, but they’re also more likely to be picked up and shared by users, multiplying your potential reach.

Borrow these proven tactics and tailor them to your voice. Experimenting with what’s working for leaders in your genre can help you find the sweet spot for your own audience—and gives you a head start in boosting your visibility.

How to identify posts worth promoting with Instagram Ads

Your analytics can also help you decide which posts to boost with Instagram Ads. Look for content that’s already performing well—think posts with high engagement rates, lots of saves, or shares. These are strong indicators that your content resonates with your audience.

Pinpoint the posts that have:

  • A higher-than-average number of likes and comments.
  • Strong watch time or completion rates (for video content).
  • A notable number of shares or sends, especially if you’re aiming to reach new fans.
  • Consistent saves, which signal content your followers want to revisit.

Choosing a high-performing post not only gives your ad campaign a head start but also increases the odds Instagram’s algorithm will surface it to both your followers and new potential fans. Use these insights as your filter before putting budget behind promotion.

How to get your content recommended

For those looking to build upon their already established following, recommendations help your content reach beyond your followers and can introduce your music to new fans. Here are five essential tips to make sure your posts qualify for Instagram’s recommendation system:

  1. Avoid watermarks: Videos with watermarks (e.g., TikTok logos) will not get recommended.
  2. Add audio: Especially for photos or carousels, posts with sound perform better.
  3. Keep videos 3 minutes or less: Shorter videos benefit from recommendations.
  4. Post original content: You can also add your own original touch to other people’s content such as adding commentary.
  5. Check your Account Status: Ensure your account is in good standing in your profile settings (for Creator or business accounts).

Why your reach may be limited

There are instances where Instagram limits the reach of some accounts, often referred to as ‘shadow-banning’. While Instagram will not impact the ranking of your connected reach, it will restrict recommendations for your unconnected reach as the platform holds a responsibility when sharing content to people that don’t follow you.

If you’re concerned about whether your reach is being limited, it may be worth:

  • Review your Account Status in settings to see if your account is in good standing.
  • Analyse your insights to see if engagement has dropped.
  • Follow Instagram’s recommendations if you’re not already doing so.
  • Experiment with new content ideas if your current approach isn’t working (anymore).

How to use Reels to expand your audience

Reels are Instagram’s most powerful tool for organic reach as video and audio content is typically more engaging. As an artist, you can use Reels to showcase music videos, behind-the-scenes moments, or promotional teaser content.

Here are five tips for maximising the reach of your Reels:

  1. No watermarks: Just like with recommendations, avoid reposting with TikTok watermarks.
  2. Keep it short: Videos 3 minutes or under perform best.
  3. Add music or audio: Audio makes your content more engaging, and it doesn’t have to be trending!
  4. Post regularly: A consistent posting schedule and theme helps people know what they can expect from your account.
  5. Experiment: Keep your content fresh to see what resonates best.

Instagram also offers Trial Reels which let you test content with non-followers before publishing it. This can be a great way to refine your content before sharing widely.

How to test Reels with non-followers on Instagram

Using Stories to strengthen your fanbase

While reels and feed posts help expand your reach, Stories can increase reach with your most dedicated fans- your superfans. Superfans are key to your long-term success as an artist, so engaging and maintaining a strong connection with them is essential.

Instagram ranks Stories based on the likelihood that a user will:

  • Tap on the Story
  • Like the Story
  • Reply (react or send a message)
Image credit: Instagram

To keep these fans engaged, post raw, authentic, behind-the-scenes content or timely updates to make your audience feel like insiders.

How to build superfans: The secret to sustaining your music career

Boost reach with interactive content

Beyond regular posting, interaction is what truly brings your fans closer. Interactive content can be a powerful way to deepen fan engagement, create a buzz around your releases, and boost your organic reach within Instagram’s algorithm.

Instagram offers a variety of features designed to spark conversation and deepen the connection with your audience, turning passive viewers into active participants.

Here are some tried-and-tested strategies:

  • Questions and polls: Use Stories to ask questions or poll your audience on anything from favorite tracks to which merch design they prefer. It’s an easy way to get feedback and show fans you care about their opinions.
  • Interactive stickers: Tap into emoji sliders, quizzes, and countdowns to make your Stories more fun and interactive.
  • Tagging followers and collaborators: Acknowledge superfans, bandmates, or creative collaborators by tagging them in posts or Stories—people love being recognized and are more likely to share.
  • Giveaways and contests: Host a giveaway for merch, tickets, or exclusive content. This not only excites your audience but also encourages shares and profile visits, increasing your organic reach.
  • Share behind-the-scenes moments: Take fans backstage or into your creative process and invite them to comment or send in their questions.

By mixing in these interactive elements, you not only keep your existing fans engaged, but also attract new faces who discover your content through increased visibility. 

Consistency is key—try rotating these features every month or so to keep your engagement fresh, varied, and authentic. Over time, these small gestures can turn casual listeners into lifelong superfans.

A quick guide to merchandise for musicians

How often should you post to Instagram

To keep your superfans engaged and maximize your visibility on Instagram, consistency is key. Aim to post frequently—this ensures your profile stays top-of-mind and right at the front of your audience’s feed every time they log in. Posting regularly helps you take advantage of Instagram’s algorithm, which rewards accounts that maintain a steady stream of fresh and authentic content.

By maintaining this steady rhythm of posts, Reels, and Stories, you’ll build stronger connections with fans—keeping your community engaged and your content visible.

Why timing matters—and how to find your best posting window

When it comes to maximising your Instagram reach, timing is everything. Posts that receive immediate engagement—likes, comments, or shares—are much more likely to be bumped up in your followers’ feeds and shown to a wider audience. That early interaction signals to the algorithm that your content is worth sharing, helping you break through the noise.

Recency is just one piece of the puzzle though. Instagram now places emphasis on what’s relevant for each user rather than just what’s most recent. So while posting when your audience is most active can give you an edge, combining great timing with content people care about is what truly pays off.

So, how do you figure out when your audience is most likely to be online and active? If you have an Instagram Business or Creator account, you’ve got a secret weapon: Instagram Insights. Dive into your account analytics and look for patterns in when your followers are most engaged—think evenings, weekends, or lunch breaks, depending on your crowd.

Use these insights to schedule your posts when your fans are most likely to scroll by—and you’ll be far more likely to catch their attention.

Focus on engagement and consistency

Building genuine, organic reach isn’t something that happens overnight. It takes time, experimentation, and a deep understanding of your audience’s preferences. Get to know what makes your followers tick, and tailor your content to meet their expectations. When you consistently deliver value—whether that’s through entertaining Reels, meaningful captions, or interactive Stories—you’ll start to see your reach (and your fanbase) grow.

Improve your reach today

Understanding Instagram’s ranking system and following these best practices will help you reach more people and grow your audience. By posting engaging content, using analytics, and leveraging Reels and Stories to get your content recommended, you can build a strong presence and turn casual viewers into loyal fans.

Want to get your music onto Instagram to use in your Stories, Reels, and strengthen your music’s reach? RouteNote helps independent artists and labels distribute their music to Instagram, Facebook, and other major platforms for free. Get started today.