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Inner Sircle
By Adam BrownBusiness
Inner Sircle episodes
- PSA: Start learning AI
On this episode, I implore people to start dabbling more in AI and understand how these tools can help them in their day to day work.
Here is a thought leader worth following to help feed your brain.
4 min - Advocating for more educational and utility content.
On this episode, I am encouraging brands to get back to basics with educational and "why them" messaging in their content. Graphic design, carousels, and/or UGC style informational and usage case type content goes a long way. Dont ignore these types of building block assets!
4 min - Instagram Updates: January 2025
On this episode, I recommend paying attention to recent Instagram updates and/or announcements of whats to come:
A Vertical Grid - LINK (and our Sircle document here) - ALREADY LIVE ON IG
Posts on your grid are now vertical instead of square, and Instagram’s added an editing tool so people can adjust their thumbnails to the new grid size
2025 Algorithm Priorities - LINK
At a high level, there are two types of ranking on Instagram:
Connected reach (accounts that follow you)
Unconnected reach (accounts that don’t yet follow you)
For both, the top three signals that matter most for ranking are:
Watch time
Likes
Sends (shares)
So when looking at your insights, pay close attention to average watch time, likes per reach, and sends per reach
One nuance: likes are slightly more important for connected content, and sends are slightly more important for unconnected content
Edits App - LINK
Instagram is launching a new video creation app that includes editing, insights, project management capabilities, a better-quality camera, and the ability to share drafts with friends
It’s a full suite of creative tools
There will be a dedicated tab for inspiration, another for keeping track of early ideas
A much higher-quality camera
All the editing tools you’d expect
The ability to share drafts with friends and other creators
If you decide to share your videos on Instagram — powerful insights into how those videos perform
Highlights Tab - LINK
Looking to move highlights into the grid and add them as a tab
Grid Control - LINK
Building a tool so you can re-order your entire grid and make it whatever you want
Adding the ability to post directly to your grid, in case you want to bypass feed entirely
3 min - TikTok continues, but what does it mean for brands?
On this episode, I update you on TikTok's big weekend and just a POV on how to think about this platform and others moving forward.
5 min - POV: TikTok Ban (dont freak out)
On this episode, I talk about how the potential TikTok ban is just another shift in social network usage and we have seen tons of them before and will see more in the future. These things tend to ebb and flow and if it does get banned and go away, attention will move elsewhere and you just need to be ok with that and prepared to pan for gold when it does.
4 min - Trial Reels
Instagram has rolled out Trial Reels and I think brands should experiment with them. It's a great opportunity for brands to test messaging ideas, learn more about how non-followers engage with their content, and provides a chance to appeal to new demographics or experiment with different tones and styles to see what resonates outside their current audience.
3 min - POV on studio content
On this episode, I remind brands to get back to basics by creating content around who they are, why it matters, and where to buy them. K.I.S.S
4 min - Instagram Chief Shares Tips on How to Improve Content Performance
Adam Mosseri shared some quick tips to help improve your IG content performance in his weekly Q and A session on IG Stories
Reposting your Reels to Stories will expand your reach
Collab Posts will see better performance when the account with a bigger following sends the collab request
“In general, the ranking system for Collab posts biases more towards the original collaborator than the person who accepts. It really shouldn’t matter, but right now it matters a bit, so if the original collaborator is the larger account, that will help on the margins.”
3 min - Instagram Updates Metrics to Focus Creators on Views
On this episode, I talk about how Instagram Updated its Metrics to Focus Creators on Views over follows, likes, and comments. I reference this post and more can be found in this article.
Highlights:
- Instagram metrics are shifting focus from followers and likes to reach.
- Instagram Chief Adam Mosseri has been advocating for creators to prioritize reach over follower count.
- Instagram is reforming its analytics, making "Views" the primary metric across all formats (reels, live, photos, carousels, and stories).
- Reels Plays are being relabeled as “Views,” and “Views” will become the main metric for photos, carousels, and stories.
- Insights will now feature a “Views” icon, replacing metrics like “Accounts reached,” “Accounts engaged,” “Interactions,” and “Watch time.”
- Repeat views of content will be counted, similar to how plays and replays are counted for reels.
- The change aims to shift focus from follower counts due to the evolving behavior of Instagram users.
- Over 50% of posts in the IG feed are now shown through Meta’s AI recommendations, not from profiles users follow.
3 min - Instagram's emphasis is on short-form that can easily be shared among friends
On this episode, I talk about Lia Haberman's newsletter from the week of 7/15 and Adam Mosseri's focus on shareable content and the importance of short form video that is likely to be passed along to others. I reference this.
3 min
About Inner Sircle
From the publisher's feed
Strategies, tactics and insights for the Inner Sircle at Sircle Media