Instagram
Instagram head Adam Mosseri has released new videos breaking down how the platform decides what to show users. His key points: interaction rates matter more than raw views or likes, posting time still counts because the feed stays roughly chronological, original content is prioritised over reposts, and small accounts can be shown to non-followers to test their reach. He also noted that AI models increasingly drive ranking.
For club and league social teams, the message is to judge posts by engagement rate rather than view counts, and to schedule content around when fans are actually online, such as kick-off, half-time and full-time windows. Reposting broadcaster clips or fan videos is likely to be outranked by the original creator, so in-house footage from training, the tunnel and the dressing room should carry more weight.
Mosseri also stressed constant experimentation, since what works one week may not work the next. Trial Reels let teams test formats with non-followers without risking their main feed, which suits matchday experiments, player challenges or new series. Instagram has also published a 2026 Reels creation guide covering editing, music, captions, Templates, Remix and Collab, offering a useful reference for refreshing workflows.
