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.

Click here to jump to the following:

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. 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

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.

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.

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.

A complete guide to Instagram analytics (Insights) for artists

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

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.