If your engagement sucks right now, read this.
Before you try to fix anything, you need to understand how the algorithm actually works.
Here’s the biggest misconception: When you post, Instagram does not show your content to all your followers.
Instead, it sends your post to a small test group. Think a couple hundred people. It’s basically a focus group made up of some of your followers, people who have engaged with you before, and even non-followers that Instagram selects.
And it’s asking one question: “Do people actually care about this?”
Today, I’m breaking down what this means and five ways to fix your engagement.
Clarity Tells Instagram Who to Show Your Post To
While the content is sent to the small test group, Instagram is trying to understand your content at the same time. It’s reading your caption, your on-screen text, your location, and even what you’re saying in the video.
If your post is clearly about something like “a new coffee shop for moms in Spokane,” it’s much easier for Instagram to categorize it and push it to the right audience.
But if you open with: “Hi, my name is Eric Simon with Compass, and we’re standing outside a house at 1555 Westgate…” You’ve already lost people, and Instagram has no idea who to show it to. There’s no clear audience, no clear topic, no reason to stop scrolling.
That’s why clarity matters more than people think. If your content is clear and consistent, Instagram gets better and better at finding your audience.
If it’s all over the place, it struggles, and your engagement starts to feel random.
Why Your Engagement Feels Random
Look at accounts I run, like The Broke Agent or BAM. Both have a clearly defined audience. Real estate agents. Every post reinforces that.
Now compare that to some agents who have accounts with content that is all over the place: Open house promo. Agent-to-agent advice. Listing video. Hyperlocal post. DJ set. Random opinion about war. Dog pic.
Instagram can’t figure out who that’s for. So the engagement will likely be all over the place as it keeps trying different “test groups.”
That doesn’t mean you can’t have variety. It just means you need enough consistency to build a little predictability.
If your engagement is down, one of the easiest fixes is to post three to four pieces of content in a row aimed at the same exact audience.
What Happens When You Stay Consistent
Let’s say your clientele is young couples in Tucson:
Post 1: “If you’re looking for a date night getaway from your kids in Tucson, go here.”Post 2: Why Tucson is a great place to raise a family – green screen of articlePost 3: A home perfect for couples with kidsPost 4: Best staycation spot for young couples
Same audience, different angles. Now Instagram knows exactly who to send your content to.
There’s a reason agents like Alyssa Curnutt get consistent engagement. Her content is dialed. The algorithm knows exactly who it’s for and keeps feeding it to more of those people. She won’t ever collab on Agent to Agent content because she doesn’t want to mess with the predictability of her algorithm. Frustrating for ME and The Viral Agent, but very smart.
Back to how the algorithm works: Once your post hits that test group, Instagram starts watching behavior.
Are people stopping?Are they watching the whole thing?Are they rewatching it?Are they sharing it, saving it, commenting?
And most importantly, how fast is all of that happening? If it performs well, Instagram expands it. More followers, more non-followers, more reach. If it doesn’t, it dies. That’s your 200-view jail.
Usually for simple reasons: Weak hook, unclear topic, low retention, or it just feels forced.
Here’s how Instagram actually ranks engagement
Watch time and retention
Did they watch the full video? Did they stop scrolling? Did they rewatch it?
If your video is 10 seconds and people watch all 10, that’s a massive win. If they drop off at 2 seconds, you’re done.
Shares
Second is shares, which might actually be the biggest driver of reach.
When someone sends your post to a friend, a group chat, or their story, Instagram reads that as this is worth spreading.
Saves
Third is saves. This usually comes from educational content, carousels, or anything useful. Not always viral, but strong for long-term distribution.
Comments
Fourth is comments, but quality matters more than quantity.
“🔥” does nothing. Real responses and conversations do. That’s why responding right away to comments is so important because it encourages more interaction and IG sees that is VALUE-based comments.
Likes
Last is likes. They matter, just not that much anymore. They basically tell Instagram your post didn’t suck.
So the goal is simple. Get your content in front of the right test group and give them a reason to care. Once you understand that, fixing your engagement becomes a lot easier.
5 ways to fix your engagement
#1: Fix your hook.
If people don’t stop, nothing else matters. Most agents are still opening with “Hey guys…” and wondering why no one watches. You need something that creates immediate curiosity.
#2: Make your topic obvious.
Within two seconds, I should know exactly what this is and who it’s for.
Take this example from Alyssa Curnutt:
“If you’re looking for a full pampering experience with all the bells and whistles, this is the best place to do it in Spokane.”
View this post on Instagram
I know exactly who this is for and what this video is about. Moms in Spokane. That’s why hyperlocal content works so well. It’s instantly understandable.
#3: Focus on retention.
Instagram favors content people actually finish. Cut dead space. Move faster. Change backgrounds. Tease what’s coming next.
Take this example from Selene Hanna (who is speaking at BAM Fest btw, sign up here.)
View this post on Instagram
She teases out that you have to stick around for the third reason why she loves Orange County, so she keeps you around for the payoff and then encourages comments to continue the convo.
#4: Make your content shareable.
Shares are one of the strongest signals right now. Ask yourself one question. Would someone send this to a friend? Best way to get shares is with hyperlocal spots, news, NEW things happening in your area.
#5: Go straight to camera and keep it simple.
Right now, Instagram is favoring content that feels quick, natural, and in the moment. Not overproduced. Not overthought. Just pull out your phone and say something real, with a clear text hook.
Take this example from Jared James.
View this post on Instagram
You know exactly what he’s going to talk about before the video even starts because of that text-based hook.
I covered all this more fully yesterday on The Walk Thru:
Final Thoughts
If there’s one thing to take away from all of this insanely lengthy blog: it’s clarity. Within two seconds, I should know what your content is about and who it’s for.
Do that consistently, and Instagram will start putting you in front of the right people, and you’ll get out of that 200-view jail.
Oh, and make sure you’re registered for BAM Fest, our free virtual event for agents where we will be breaking down the exact content that works today.
