Why Aren't Your Reels Getting Views? The 3 Signals Instagram Looks At
Updated: October 11, 2026 · 2 min read
Posting Reels but not getting views? Instagram head Adam Mosseri explained that 3 signals matter most when Instagram decides who gets shown a video. Know the signals and you'll know what to change.
1. Watch time
Do people watch your video to the end? That's the strongest signal for Instagram. If viewers swipe away in the first seconds, the video isn't shown to more people.
- Start with the point, not a greeting.
- Put the logo at the end, not the start; open with curiosity.
- Most people watch with the sound off: always add captions.
2. Likes per reach
How many of the people who saw it liked it? The rate matters, not the total. On a small account, 10 likes from 100 viewers is a stronger signal than 100 likes from 10,000 viewers on a big one.
3. Sends per reach
Is your video being sent to friends by DM? According to Mosseri this is the strongest signal for reaching new people. When people send something with “you need to see this”, Instagram opens it to a wider audience.
Ask yourself: “Who would the viewer send this to?” If you have no answer, the video probably won't be shared.
What to do in practice
In IZY Social you can choose the cover from any frame when you upload a video and schedule the post for the best time. See the Creating a post guide.
- 1Open the first 2 seconds with a question or a surprising fact.
- 2Keep text inside the safe area; Instagram's buttons cover the edges.
- 3Make content worth saving and sending: lists, tips, checklists.
- 4Pick the cover from the most meaningful frame, so no blank white tile sits in your profile grid.
Frequently asked questions
Can small accounts get featured too?
Yes. Instagram looks at watch, like and send rates more than follower count, so small accounts can reach new people too.
Do hashtags increase reach?
Not on their own. Hashtags help you get found in search. Details: the 5-hashtag rule.