[FAQ]

Hey creators,

I’m creating Instagram Reels and trying to optimise them for the best possible discovery and reach. I’m a bit unsure about the best audio strategy for mid-2025.

Does the algorithm seem to be prioritising Reels with original audio, perhaps because it’s seen as more unique content? Or is jumping on trending sounds still the most effective way to get discovered on the Reels tab and reach a wider audience? I’m trying to understand if there’s a difference in how they’re treated and for what purpose – for example, if one is better for building a brand versus just getting quick views.

Would love to hear what’s working for others!

[Jeff Bullas]

The question of whether Instagram’s algorithm prioritises original audio over trending sounds for Reels discovery is a common one, and the answer is quite nuanced. Both audio types can be highly effective for increasing your reach, but they generally serve different strategic purposes.

First, let’s consider trending sounds. Using a popular or trending audio clip is a powerful way to insert your content into a much larger, ongoing conversation on the platform. The algorithm is designed to show users content related to what they already engage with, and that includes popular audio. By using a trending sound, you increase the chances of your Reel being shown to a broad audience that is actively watching and interacting with videos using that specific sound. It is a very effective tactic for discoverability and can be a key factor in a video going viral.

Second, there is the case for original audio. When you create a Reel with your own original audio – for example, a voiceover with a unique tip, a piece of your own music, or a distinct sound effect – you establish yourself as a source of unique content. If your original audio becomes popular and other creators begin to use it in their own Reels, your username is credited on every one of those videos. This can drive a significant amount of traffic and new, highly relevant followers back to your profile. It is a powerful way to build brand authority and potentially start a trend yourself, rather than just participating in one.

The algorithm does not simply rank one type of audio higher than the other in all situations. The primary factor the algorithm prioritises is viewer engagement. A Reel with a trending sound that is poorly executed or irrelevant to the audio will likely perform much worse than a Reel with compelling original audio that achieves high watch time, comments, shares, and saves.

An effective strategy for many creators is often a hybrid approach. You can use trending sounds to participate in current cultural moments and boost your visibility to a broad audience. This can be balanced with creating content that uses your own original audio to share your unique expertise, build your specific brand, and establish your own voice on the platform.

In summary, neither is universally “better” for reach. Trending sounds are generally for tapping into existing, broad discovery pathways. Original audio is excellent for building brand equity and creating your own discovery pathway. The best choice depends on the specific goal of each Reel you create, and the most important factor for success will always be the overall engagement your video receives from viewers.

Cheers,

Jeff

[Author]

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