For months and months (or years if we’re being honest) we’ve been hearing things like “Reels are dead,” “Instagram isn’t worth it,” and “Reach is down” … blah, blah, blah.

And yes, it’s no secret that Meta has been busy making changes that have affected the algorithm BUT I also believe that our consumption habits as Instagram users have changed, too.

No one is opening the app for a masterclass, we’re too tired and overwhelmed for that.

We want to be entertained, see quick fixes, cool hacks and given bite-sized tips that we can implement right away.

So what does this mean for us as we create content for our products and services?

We have to go back to basics and pay attention to what’s working.

Don’t worry I’ve done the research and digging for you because I nerd out over analyzing Reels and am not gate-keeping the results.

When it comes to Reels that people are going crazy over, it comes down to this:

➡️ They’re simple

➡️ They’re specific

➡️ They’re shareable 

If your content is getting low views, it’s time to switch it up! Use this as your guide because, at the end of the day, the algorithm’s job is to push out content that is getting engagement.

So no matter your industry, I have the perfect content pillar framework to help you explode your Reels reach and it’s called the 4 H’s: 

1. Heard
2. Helpful
3. Humor
4. Happenings

PILLAR 1: HEARD

These are the types of posts that make your people feel seen and validated. 

What to post: Inspirational content that shares your brand’s overall message and motto. POVs, pep talks, reminders…That stirs up a feeling of belonging & wanting to experience what your brand is all about.

This pillar works because they’re shareable AND savable…chefs kiss.

PILLAR 2: HELPFUL

Quick wins + bite-sized tips.

This is the type of content that has changed the most over the years. There is still a place for “educational content” but the way it’s being consumed has shifted which means we need to adjust our delivery. 

We don’t want in-depth how-to’s or “10 ways to”. 

What to post: We want to know what you’re buying, what cool ideas you have, mini-tutorials, and bite-sized tips we can take and run with.

We want instant gratification and we want it now.

PILLAR 3: HUMOR

These are the posts that make people comment “I feel seen” or “oh my gosh this is so us” and they tag a friend.

You don’t have to be a comedian to think of something that will make your followers laugh. 

What to post: Start thinking about relatable situations your audience can see themselves in. One that I like to use is “spending hours on a Reel just to get 3 likes…” because I know my audience has been in that situation and can relate to it.

Pair it with a funny trend that’s circulating and you’re done!

PILLAR 4: HAPPENINGS

Show what’s happening in your world.

Never underestimate the power of taking people behind the scenes. We’re nosey we love to see what people are up to, what they’re eating, drinking, working on, etc. We want to know!

What to post: Show us your team, what a day in your life is like, tell a client story, share why you started, and show what you do in your off time, too!

How do the 4-H content pillars work to increase your engagement on Instagram?

They help you build a deeper connection with your audience.

Take the time to sit down and think about your followers:

♥️ What makes them feel seen?

😅 What makes them laugh?

💡 What helps make their lives easier?

And then you’ll be able to create content that they want to consume and share with others!

TL;DR

No matter what algorithm or trends change, Instagram will forever be a storytelling app where people come to connect. Focus on creating content that your audience feels seen and heard and watch your engagement skyrocket.

And if you’re not sure where to start, download my latest freebie “Reels That Pop-Off” for 4 Reels + a Talk-to-Camera Script mapped out using these pillars!

🎙️ P.S. There is a whole episode dedicated to this on my podcast, Good Content! Listen on Spotify or Apple Podcasts.