Instagram has made Reels its top priority, and the algorithm now clearly favors short-form video over traditional posts and Stories. For brands in MENA, the message is clear: if you are not creating Reels, you are leaving organic reach on the table.
The Algorithm Shift
Instagram has openly acknowledged that it is prioritizing Reels in its recommendation algorithms. This means that Reels receive disproportionate distribution compared to photo posts, carousels, and even Stories. Brands creating Reels consistently are seeing 2-3x the organic reach of brands posting only static content. This shift is Instagram's response to TikTok's dominance — by prioritizing short-form video, Instagram aims to keep users engaged on the platform.
Reels Performance in MENA
Our data from MENA accounts shows that Reels consistently outperform other content formats. Average reach per Reel is 40-60% higher than equivalent photo posts. Engagement rates on Reels are 25-35% higher. And critically, Reels are being shown to non-followers through the Explore page and Reels tab, creating organic growth opportunities that other formats no longer provide.
Creating Reels That Work
Successful Reels follow a few key principles: keep them under 30 seconds for maximum completion rates, use trending audio (this significantly boosts distribution), create content that feels native — not repurposed ads, post consistently — at least 4-7 Reels per week, and use captions since many users watch without sound.
Key Takeaways
- Instagram's algorithm heavily favors Reels over other content formats
- Reels deliver 40-60% higher reach than photo posts
- Reels are shown to non-followers, creating organic growth
- Post 4-7 Reels per week for maximum visibility
- Use trending audio and captions for optimal performance