Sends are the currency
Instagram weights sharing to another person more heavily than watch time. That makes Reels the best home for clips somebody would forward to a specific friend: an argument, a wild take, something absurd enough to warrant a "look at this".
Clips that are merely satisfying to watch do worse here than they do on TikTok. Clips that provoke a reaction do better.
The format details that matter
- Keep text out of the bottom fifth — the UI covers it and the campaign reviewer will see the crop, not your intent
- Cover frame is chosen separately from the first frame; set it deliberately
- Audio matters: an original audio track that catches on brings a second wave of reach
- Under 30 seconds outperforms longer on this feed more reliably than on the others
What the process should look like
These are simplified screen examples. Always follow the live campaign brief when its rules differ.
Account health
Instagram is the least forgiving of the four about visible watermarks from other platforms and about accounts that post nothing but reposted footage. Mixing in occasional original posts and keeping exports clean measurably helps reach.
The board shows every campaign we can see, ranked by how hot they run and how likely you are to actually get paid — including how full each pool already is.