Edition #7:

Meta's Opportunity Score & Google's New Keyword Planner + Cracking Algorithms and Embracing Smarter Marketing Strategies

February 10, 2025

Quick Hits:

#DYK the “door close” button in elevators doesn’t actually work in most cases? It's designed to give riders a sense of control, but the function is typically disabled due to safety regulations. The takeaway: Sometimes, design is more about psychology than practicality 😉 

Deep Dive: Cracking the Instagram Stories Algorithm

Instagram Stories have become a cornerstone of digital marketing, but many creators and brands still struggle to maximize their reach. Luckily, Adam Mosseri, Instagram’s CEO, recently shared actionable insights into how the Stories algorithm works. Let’s break it down and see how you can use this knowledge to optimize your content strategy.

1. Where You Share Matters

Mosseri highlighted a critical distinction: while Stories are powerful, your Feed will always reach a broader audience. If your goal is maximum visibility, posting directly to your Feed is your best bet.

That said, Stories are unique in connecting with your most loyal followers—those willing to engage without the promise of polished or pre-curated content. Use Stories to nurture deeper relationships with your core audience.

2. The Three Key Ranking Signals

The Stories algorithm prioritizes posts based on three main engagement signals:

  • Taps: Are viewers advancing through your Stories intentionally, instead of swiping away?

  • Likes: Are they actively engaging with your content?

  • Replies: Are your Stories sparking conversations in DMs?

To make the algorithm work in your favor, design content that encourages these behaviors. Experiment with calls to action, interactive stickers (polls, questions, or sliders), and compelling visuals that stop the tap-happy scrollers in their tracks.

3. What Content Works Best in Stories?

Stories thrive on being more casual and “in the moment” than your Feed. Mosseri emphasized these three content types as ideal for Stories:

  • Authentic and raw clips: Think unpolished, real-life moments that resonate emotionally.

  • Behind-the-scenes content: Offer a sneak peek into your process, product development, or team culture.

  • Timely updates: Highlight time-sensitive information like flash sales, countdowns, or event details.

The takeaway? Use Stories to pull back the curtain on your brand. Think less polished perfection and more connection with your core audience.

Why It Matters

Instagram Stories offer a unique opportunity to go beyond reach and focus on meaningful engagement. By aligning with the algorithm’s ranking signals and creating authentic, engaging content, you can deepen relationships with your most loyal followers while strategically driving long-term brand growth.

What can you try today? Experiment with behind-the-scenes clips or use a poll to spark engagement. The key is keeping it real and fostering genuine connections.

ToolBox:

Your go-to section for the latest tools, courses, apps, and resources to supercharge your marketing game.

Strategies & Tactics:

The 2025 Influencer Marketing Report reveals actionable insights to help brands navigate the evolving creator landscape. Here’s what you need to know:

  • Go Small to Go Big: Micro and nano influencers (creators with fewer than 100k followers) are driving higher ROI than larger influencers due to their authenticity and loyal audiences. Prioritize partnerships with creators who align with your brand’s niche.

  • Leverage Short-Form Video: Platforms like TikTok and Instagram Stories continue to dominate engagement. Create snackable, compelling content in collaboration with influencers to maximize visibility.

  • Data First, Always: Measurement tools are becoming more sophisticated, making it easier to track conversions, reach, and engagement. Invest in platforms that let you tie influencer campaigns directly to revenue outcomes.

  • Build Long-Term Relationships: One-off collaborations are losing ground to ongoing partnerships, which help maintain authenticity and create consistent brand alignment.

Takeaway: The best results in 2025 will come from focusing on smaller creators, optimizing for video formats, and approaching influencer marketing as a strategic investment rather than a one-off tactic.

Instagram is testing a NEW in-app ad option called "Optimized Target Mix"

Instagram says it's ideal for improving performance of goals that may include growing followers, shares, and more.

After selecting, 4 different ad goal options are offered:

  • Engagement (likes, comments, shares, saves, link clicks)

  • Profile visits and follows

  • Messages on Instagram

  • No preference

Ahrefs breaks down the evolving importance of backlinks in SEO, showing how their role has changed—but not disappeared. Key takeaways include:

  • Links are losing influence: Google now prioritizes user behavior metrics like click-through rate and dwell time, reducing the dominance of backlinks in ranking signals.

  • Quality over quantity: Spammy or irrelevant links provide little to no value. Focus on acquiring links from authoritative, relevant websites.

  • Content is king: Compelling, well-optimized content is often outperforming pages with weak backlinks. A strong on-page SEO strategy matters more than ever.

The bottom line? Links are no longer the ultimate ranking factor, but high-quality backlinks remain essential for building authority and trust—especially in competitive niches. Combine them with user-focused content to stay ahead.

Marketers are busy chasing what’s trending, but these under-the-radar shifts deserve your attention:

  1. Short-form Video Overload – Attention spans may be short, but so is patience. Audiences are tired of repetitive, cookie-cutter videos. Diversify formats to stand out.

  2. The Rise of Private Communities – Social media’s broad reach is giving way to niche spaces like Slack and Discord, where meaningful, curated interactions thrive.

  3. AI in SEO Strategy – Beyond content generation, AI is driving insights into intent and search behavior, requiring smarter optimization tactics.

  4. Subscription Services Go Mainstream – From consumer products to software, brands are using subscriptions to build predictable revenue and deeper loyalty.

  5. Gen Z Loves Email (Surprisingly) – Thoughtful, visually engaging email content is capturing the attention of younger audiences—making inboxes cool again.

These trends signal a shift from mass appeal to personalization and depth.

Swipe File: Check your INBOX

Subscribers should have received my Project Tracker yesterday as a gift for being here! Drop me a line if you haven’t received it.

Closing Thought:

From Instagram algorithms to smarter ad strategies, this week’s stories highlight a growing theme: the need for balance. Whether it’s building trust in a privacy-conscious world, optimizing content for algorithms, or making AI your ally, success comes from thoughtful, human-centered execution. The tools are evolving, but the principles—authenticity, creativity, and connection—stay the same.

Until next time—stay curious.