You cannot force a post to go viral on Instagram. But you can create posts that people enjoy watching and sharing. Start with one recognisable idea and show straight away what your photo or video is about. Then try different versions and compare the results. Do not look only at views, but also at shares and meaningful comments.
Below are 14 practical tips. Start by choosing two that you want to try in your next post.
What does going viral on Instagram mean?
A post goes viral when it spreads quickly and reaches many more people than usual. There is no fixed number of views for this. Even on a small account, a video can suddenly be viewed far more often than other posts.
That does not mean the attention will last. Someone may watch your video without visiting your profile or seeing your next post.
In Meta’s 2023 explanation of Instagram Explore it explains how a system chooses posts to show people. How it works may have changed since then. The explanation therefore does not provide current rules for going viral.
Create Instagram Reels that are clear straight away
1. Choose one idea per video
Before you start, write down one sentence: what do you want the viewer to know, recognise or be able to do afterwards? Use that sentence to decide what you do and do not show.
A fictional example: do not make a video about your whole balcony. Instead, show how to move one large pot without spilling soil. This keeps your video focused on one subject.
2. Show the subject straight away
Start with the action, the result or the question. There is no need for a long greeting if you can show something straight away.
With the pot, you could start with the full pot and the narrow passage. The viewer immediately understands the problem. You do not need an exciting promise that your video cannot deliver.
3. Cut anything that adds nothing
Watch your first version. Does every part help people understand your idea? Cut waiting time, repeated explanations and a long ending.
There is no fixed video length that will make you go viral. An explanation can be longer if all the steps are necessary. For a simple joke, one short scene may be enough.
4. Make your video clear without sound too
Show important actions clearly. Add short, readable subtitles if you are explaining something. Check the words and names before posting the video.
Then watch your video with the sound off. Can you still follow what is happening? If not, add a clearer visual or a short piece of text.
5. Show your own version of a familiar subject
Make a broad subject specific. Think of a walk starting from your station, a lunch made with leftovers from your fridge or a drawing of your own street.
Use your own images and text. Show which choice you make, how you approach something or what the result is, rather than copying someone else.
6. Choose only a trend that suits your idea
A popular video format can give you an idea. But if you have to explain at length how it relates to your subject, choose another format instead.
First decide what you want to show. Then choose the music and format. Someone who does not know the trend should still be able to follow your video.
Create Instagram posts that people want to share
Later mentions in its tips for Instagram Explore Reels, shares, saves and early comments as possible points of attention. Later is a commercial publication, not Instagram itself. These are therefore not official rules.
If people share or save your post, it may mean they find it useful or want to pass it on. You cannot infer from this how much extra reach Instagram will give you.
7. Choose a recognisable situation
Ask yourself: who might someone send this post to, and why? A video about packing a holiday suitcase together, for example, could feel familiar to travel companions.
Show that situation. A specific scene makes your meaning clear. Simply saying that something is relatable does not do that.
8. Make information easy to find again
For a recipe, route or explanation, an overview helps. Put the necessary items together or divide the steps across images that people can swipe through.
A fictional example: you make a list of supplies for an afternoon drawing outdoors. Include what you really need and leave out unnecessary items. This means someone can use the list again later.
9. Ask one relevant question
Give people something specific to respond to. Under a video about your first homemade loaf, for example, you could ask: “What went wrong with your first loaf?”
Do not ask people to follow, like, share, save and comment all at once. Choose only a request that suits your post. Have you received a meaningful question? Answer it if you can add something useful.
Make your Instagram posts relevant to your viewers
10. Write clearly what your post is about
“A short walk through Ghent from the station” says more than “You have to see this”. Concrete words help people decide whether they want to view your post.
Use only hashtags that relate to the subject. A long list of unrelated subjects will not make your post clearer. There is no fixed number of hashtags that guarantees you will go viral.
11. Work together on one shared idea
Choose someone whose subject fits your posts. Do not look only at the number of followers. Come up with something together that is interesting to both of your groups of viewers.
A fictional example: two hobby photographers show how they photograph the same street in different ways. Agree beforehand who will create which images and what each person may post. You can find more help with your choice in Finding Instagram influencers who suit your subject.
12. Try out a subject in Stories
Show a preview or ask which part of your explanation is still unclear. Use the answers to make your next post clearer.
You do not have to repeat your entire Reel in a Story. For example, show the materials, an unsuccessful attempt or an extra step. View these Instagram Story ideas if you are looking for a format that suits your subject.
Test what works for your Instagram reach
13. Change one thing at a time
Create a few posts about similar subjects. For example, change only the opening. One time, start with the result; another time, start with a question.
Keep everything else as similar as possible. If you change the subject, length and style at the same time, you cannot clearly see which choice made a difference. You do not have to post the same video again. Use a comparable new example.
Want to test when it’s best to post? Choose two times you can stick to and compare multiple posts. One well viewed post does not prove that you’ve found the best time to post.
14. Look beyond the number of views
For each test post, record the subject, opening, length and figures you can see. Compare posts after the same amount of time, for example always seven days after posting. You choose that period yourself; it is not an Instagram rule.
Can you see both accounts reached and shares in your insights? Then you can compare them. Accounts reached are unique accounts. Shares count how often a post was shared. One person can share it more than once.
| Post | Accounts reached | Shares | Shares per 100 accounts reached |
|---|---|---|---|
| Reel A | 600 | 12 | 2 |
| Reel B | 3.000 | 30 | 1 |
Divide the number of shares by the number of accounts reached. Then multiply the result by 100.
- Reel A: 12 ÷ 600 × 100 = 2 shares per 100 accounts reached.
- Reel B: 30 ÷ 3.000 × 100 = 1 share per 100 accounts reached.
Reel B reaches more accounts and is shared more often. Yet Reel A has more shares relative to its reach.
This does not mean that exactly 2 per cent of people shared Reel A. You are counting actions, not unique people who shared something. The largest number therefore does not tell the whole story.
Cannot you see these figures on your account? Then compare the figures you do have and note questions that come up more often. Do not fill in missing figures yourself.
Avoid these mistakes when trying to go viral on Instagram
- Promising more than you show. Make sure your opening matches the rest of your post.
- Changing subjects constantly. First create a few comparable posts to see what works.
- Relying on one popular post. See whether the same approach works for other posts too.
- Focusing only on numbers. Also read the questions and comments about your content.
- Making a video unnecessarily longer. Stop when your point is clear.
Having more followers is not the same as having a post that people share of their own accord. Buy Instagram followers is separate from improving and testing your posts. Purchased numbers do not prove genuine attention. They also do not guarantee that your posts will automatically reach more people. To compare quantities and prices, explore our Instagram services, including packages for followers and likes.
Read more about Instagram Reels
Do you want to know why you see so many videos yourself, rather than increase your own reach? Then read why you suddenly see more Reels on Instagram.
