Instagram Algorithms Changed Again [Church Edition]

my Instagram audience has doubled in my Instagram audience has doubled in 2023 and that's because Instagram has 2023 and that's because Instagram has 2023 and that's because Instagram has changed their algorithms again but this changed their algorithms again but this changed their algorithms again but this time for the better at least for us as time for the better at least for us as time for the better at least for us as creators your mileage may vary as a user creators your mileage may vary as a user creators your mileage may vary as a user the best part well none of this is the best part well none of this is the best part well none of this is speculation the head of Instagram speculation the head of Instagram speculation the head of Instagram literally came out and explained how the literally came out and explained how the literally came out and explained how the algorithms work that's right algorithms algorithms work that's right algorithms algorithms work that's right algorithms not one there are multiple and we're not one there are multiple and we're not one there are multiple and we're going to demystify all of it for you and going to demystify all of it for you and going to demystify all of it for you and give you actionable insights to make give you actionable insights to make give you actionable insights to make sense of it all for your sense of it all for your sense of it all for your church well hey there and welcome to the church well hey there and welcome to the church well hey there and welcome to the pro Church tool show we're here to help pro Church tool show we're here to help pro Church tool show we're here to help you and your church navigate the biggest you and your church navigate the biggest you and your church navigate the biggest communication shift in 500 years I'm communication shift in 500 years I'm communication shift in 500 years I'm Brady sheer your host I'm joined as Brady sheer your host I'm joined as Brady sheer your host I'm joined as always by my co-host he calls his always by my co-host he calls his always by my co-host he calls his fantasy football team Bishops bullies fantasy football team Bishops bullies fantasy football team Bishops bullies but they were the ones that got bullied but they were the ones that got bullied but they were the ones that got bullied this weekend in our head-to-head matchup this weekend in our head-to-head matchup this weekend in our head-to-head matchup it's Alexander Mills you can watch full it's Alexander Mills you can watch full it's Alexander Mills you can watch full length episodes on YouTube you can length episodes on YouTube you can length episodes on YouTube you can listen on your favorite podcasting listen on your favorite podcasting listen on your favorite podcasting platform and today we're talking about platform and today we're talking about platform and today we're talking about how Instagram's algorithms have changed how Instagram's algorithms have changed how Instagram's algorithms have changed again and everything that we're going to again and everything that we're going to again and everything that we're going to be discussing is not speculative and be discussing is not speculative and be discussing is not speculative and that's what's really exciting about this that's what's really exciting about this that's what's really exciting about this for many years uh virtually every for many years uh virtually every for many years uh virtually every platform has kept their algorithm as platform has kept their algorithm as platform has kept their algorithm as this mysterious force that affects our this mysterious force that affects our this mysterious force that affects our lives and distributes our creativity but lives and distributes our creativity but lives and distributes our creativity but what's cool is that on Instagram at what's cool is that on Instagram at what's cool is that on Instagram at least they have been more open than most least they have been more open than most least they have been more open than most platforms about how their algorithms platforms about how their algorithms platforms about how their algorithms work and the head of Instagram Adam aeri work and the head of Instagram Adam aeri work and the head of Instagram Adam aeri came out earlier this year and did a big came out earlier this year and did a big came out earlier this year and did a big write up on like how each of the write up on like how each of the write up on like how each of the algorithms across the entire platform algorithms across the entire platform algorithms across the entire platform work and really this is the best place work and really this is the best place work and really this is the best place to start because Instagram is not a

to start because Instagram is not a to start because Instagram is not a single algorithm but a series of single algorithm but a series of single algorithm but a series of algorithms and the way that misseri algorithms and the way that misseri algorithms and the way that misseri described this is quote a variety of described this is quote a variety of described this is quote a variety of algorithms classifiers and processes algorithms classifiers and processes algorithms classifiers and processes each with its own purpose to make sure each with its own purpose to make sure each with its own purpose to make sure Instagram users see the content that Instagram users see the content that Instagram users see the content that most interests them most interests them most interests them most interests them most interests them most interests them what was your response when you learned what was your response when you learned what was your response when you learned that it was multiple algorithms in that that it was multiple algorithms in that that it was multiple algorithms in that one so it's like you know sometimes when one so it's like you know sometimes when one so it's like you know sometimes when you think about the algorithm because you think about the algorithm because you think about the algorithm because it's invisible it's intangible sometimes it's invisible it's intangible sometimes it's invisible it's intangible sometimes you think about it the way you think you think about it the way you think you think about it the way you think about father God you know like Daddy about father God you know like Daddy about father God you know like Daddy algorithm yes like like just this in algorithm yes like like just this in algorithm yes like like just this in unseen invisible thing in the clouds or unseen invisible thing in the clouds or unseen invisible thing in the clouds or the cloud that is maybe dictating the cloud that is maybe dictating the cloud that is maybe dictating Behavior or pulling strings or whatever Behavior or pulling strings or whatever Behavior or pulling strings or whatever but it's like you can't see it but you but it's like you can't see it but you but it's like you can't see it but you can feel it it's like it's this force can feel it it's like it's this force can feel it it's like it's this force and when I learned that it was more than and when I learned that it was more than and when I learned that it was more than one it's like well then whatever I one it's like well then whatever I one it's like well then whatever I thought about what that thing was is thought about what that thing was is thought about what that thing was is probably not what it is and it's like probably not what it is and it's like probably not what it is and it's like it's the done ker effect right like the it's the done ker effect right like the it's the done ker effect right like the less you know about something the more less you know about something the more less you know about something the more confident you are in what it is and then confident you are in what it is and then confident you are in what it is and then you learn like Adam's like yeah yeah you learn like Adam's like yeah yeah you learn like Adam's like yeah yeah there's like is multiple algorith there's like is multiple algorith there's like is multiple algorith algorithms is like okay so I actually algorithms is like okay so I actually algorithms is like okay so I actually know like very little to nothing about know like very little to nothing about know like very little to nothing about how content is served to me online how content is served to me online how content is served to me online multiple algorithms not quite a trinity multiple algorithms not quite a trinity multiple algorithms not quite a trinity though because we've got four of them though because we've got four of them though because we've got four of them you've got an algorithm for reals and you've got an algorithm for reals and you've got an algorithm for reals and when we say reals we mean like when when we say reals we mean like when when we say reals we mean like when you're actually in the reals feed on you're actually in the reals feed on you're actually in the reals feed on Instagram and you're swiping an Instagram and you're swiping an Instagram and you're swiping an algorithm for the feed itself an algorithm for the feed itself an algorithm for the feed itself an algorithm for stories and an algorithm algorithm for stories and an algorithm algorithm for stories and an algorithm for the EXP explore page we've already for the EXP explore page we've already for the EXP explore page we've already mispronounced algorithm mispronounced algorithm mispronounced algorithm twice it's not boting well don't ask me

twice it's not boting well don't ask me twice it's not boting well don't ask me to spell it for your guys so why is it to spell it for your guys so why is it to spell it for your guys so why is it done this way well misseri said quote done this way well misseri said quote done this way well misseri said quote people tend to look for their closest people tend to look for their closest people tend to look for their closest friends and stories they use explore to friends and stories they use explore to friends and stories they use explore to discover new content and creators and discover new content and creators and discover new content and creators and they like to be entertained in reals and they like to be entertained in reals and they like to be entertained in reals and so you can even hear how Instagram so you can even hear how Instagram so you can even hear how Instagram themselves are thinking about these themselves are thinking about these themselves are thinking about these platforms and in all of the quotes that platforms and in all of the quotes that platforms and in all of the quotes that we read but also as we describe these we read but also as we describe these we read but also as we describe these algorithms as Instagram has described it algorithms as Instagram has described it algorithms as Instagram has described it to us to us to us one of the best things you can do one of the best things you can do one of the best things you can do listener viewer is not just think about listener viewer is not just think about listener viewer is not just think about the information you're receiving but the information you're receiving but the information you're receiving but think about what the head of Instagram think about what the head of Instagram think about what the head of Instagram is saying and then what that must mean is saying and then what that must mean is saying and then what that must mean about how he and by extension the entire about how he and by extension the entire about how he and by extension the entire director uh directing team of Instagram director uh directing team of Instagram director uh directing team of Instagram thinks about their own platform because thinks about their own platform because thinks about their own platform because if that's how they conceptualize it it if that's how they conceptualize it it if that's how they conceptualize it it has tremendous application and takeaways has tremendous application and takeaways has tremendous application and takeaways for how we approach the platform because for how we approach the platform because for how we approach the platform because at the end of the day you don't want to at the end of the day you don't want to at the end of the day you don't want to fight the wave of daddy algo yeah the fight the wave of daddy algo yeah the fight the wave of daddy algo yeah the Armenian algorithm are you a calvinist Armenian algorithm are you a calvinist Armenian algorithm are you a calvinist algorithm believer you know oh it's algorithm believer you know oh it's algorithm believer you know oh it's predestined my content was going to predestined my content was going to predestined my content was going to perform like perform like perform like crap maybe that would help you sleep at crap maybe that would help you sleep at crap maybe that would help you sleep at honestly it's out of my hands oh honestly it's out of my hands oh honestly it's out of my hands oh man you were predestined to fail you man you were predestined to fail you man you were predestined to fail you were predestined to be Shadow B yeah um it does make sense though that they um it does make sense though that they there are M there are there is an there are M there are there is an there are M there are there is an algorithm for each section of the algorithm for each section of the algorithm for each section of the Instagram app because when you think Instagram app because when you think Instagram app because when you think about it and when you think about it in about it and when you think about it in about it and when you think about it in this way maybe folks who are listening this way maybe folks who are listening this way maybe folks who are listening to the show right now are thinking about to the show right now are thinking about to the show right now are thinking about it this way for the first time but it's it this way for the first time but it's it this way for the first time but it's resonating like right I go to stories to

resonating like right I go to stories to resonating like right I go to stories to see like what my friends are up to I'm see like what my friends are up to I'm see like what my friends are up to I'm in the reals because I'm stressed out in the reals because I'm stressed out in the reals because I'm stressed out about the war in Israel and I just want about the war in Israel and I just want about the war in Israel and I just want to laugh and so like I'm I'm in reals to laugh and so like I'm I'm in reals to laugh and so like I'm I'm in reals explore I don't know how many people use explore I don't know how many people use explore I don't know how many people use explore but it's like it's a mosaic of explore but it's like it's a mosaic of explore but it's like it's a mosaic of all sorts of different type of content all sorts of different type of content all sorts of different type of content and then we use the feed the way we use and then we use the feed the way we use and then we use the feed the way we use the feed which is pretty much not at all the feed which is pretty much not at all the feed which is pretty much not at all anymore but it so it makes sense that anymore but it so it makes sense that anymore but it so it makes sense that not one algorithm can apply to all of not one algorithm can apply to all of not one algorithm can apply to all of those sections of the app and and those sections of the app and and those sections of the app and and honestly four different types of like honestly four different types of like honestly four different types of like really different types of content in really different types of content in really different types of content in those four different sections so I mean those four different sections so I mean those four different sections so I mean thanks to Adam for for laying this out thanks to Adam for for laying this out thanks to Adam for for laying this out and saying like yeah this is how it and saying like yeah this is how it and saying like yeah this is how it works because now that we read it it's works because now that we read it it's works because now that we read it it's like that that makes like that that makes like that that makes sense sense sense Adam first Adam first Adam first human this is you and I are this is human this is you and I are this is human this is you and I are this is Galaxy brain thinking and I'm concerned Galaxy brain thinking and I'm concerned Galaxy brain thinking and I'm concerned for where this episode is going to go for where this episode is going to go for where this episode is going to go from none of this is in the notes I know from none of this is in the notes I know from none of this is in the notes I know right I'm downloading it as we right I'm downloading it as we right I'm downloading it as we speak what I'm thinking about though as speak what I'm thinking about though as speak what I'm thinking about though as you describe it that way Instagram would you describe it that way Instagram would you describe it that way Instagram would have started as a single algorithm right have started as a single algorithm right have started as a single algorithm right right but as all these platforms have right but as all these platforms have right but as all these platforms have kind of abandoned their initial kind of abandoned their initial kind of abandoned their initial specialty in the world of Social and specialty in the world of Social and specialty in the world of Social and have embraced all of these different have embraced all of these different have embraced all of these different types of content mediums oh this new types of content mediums oh this new types of content mediums oh this new platform popularized this we need to platform popularized this we need to platform popularized this we need to bring it in this new platform bring it in this new platform bring it in this new platform popularized this we need to bring it in popularized this we need to bring it in popularized this we need to bring it in again getting back to thinking about again getting back to thinking about again getting back to thinking about what these directors are saying and what what these directors are saying and what what these directors are saying and what that must mean about how they see the that must mean about how they see the that must mean about how they see the platform they would have had meetings platform they would have had meetings platform they would have had meetings when they decided you know what's cool when they decided you know what's cool when they decided you know what's cool Snapchat what if we stole it for Snapchat what if we stole it for Snapchat what if we stole it for ourselves at which point someone surely ourselves at which point someone surely ourselves at which point someone surely piped up and said well can we just take

piped up and said well can we just take piped up and said well can we just take the feed algorithm and apply it to the feed algorithm and apply it to the feed algorithm and apply it to stories and at some point they realized stories and at some point they realized stories and at some point they realized no if we're going to copy this feature no if we're going to copy this feature no if we're going to copy this feature from another platform and try to bring from another platform and try to bring from another platform and try to bring it into our own we have to treat it it into our own we have to treat it it into our own we have to treat it essentially as its own product inside of essentially as its own product inside of essentially as its own product inside of Instagram and so it's helpful to think Instagram and so it's helpful to think Instagram and so it's helpful to think of Instagram and assuredly other of Instagram and assuredly other of Instagram and assuredly other platforms as well as not singular platforms as well as not singular platforms as well as not singular monoliths because they're not governed monoliths because they're not governed monoliths because they're not governed that way as they've Ed but as these that way as they've Ed but as these that way as they've Ed but as these Enterprise platforms of individual Enterprise platforms of individual Enterprise platforms of individual platforms within I have a thought about platforms within I have a thought about platforms within I have a thought about this okay is it back to our galaxy break this okay is it back to our galaxy break this okay is it back to our galaxy break no okay okay if so the feed in my no okay okay if so the feed in my no okay okay if so the feed in my experience is becoming less less popular experience is becoming less less popular experience is becoming less less popular to post to it's specifically photos to post to it's specifically photos to post to it's specifically photos right um as the rise of short form video right um as the rise of short form video right um as the rise of short form video uh increases and engagement on short uh increases and engagement on short uh increases and engagement on short form video like eclipses engagement on form video like eclipses engagement on form video like eclipses engagement on 4x5 still images I wonder if because 4x5 still images I wonder if because 4x5 still images I wonder if because there are mult there are mult there are mult algorithms that play here if you could algorithms that play here if you could algorithms that play here if you could focus on one type of content in one of focus on one type of content in one of focus on one type of content in one of those areas of the app like just reals those areas of the app like just reals those areas of the app like just reals or just stories and like really succeed or just stories and like really succeed or just stories and like really succeed as a profile in that algorithm while as a profile in that algorithm while as a profile in that algorithm while forsaking like the feed because that's a forsaking like the feed because that's a forsaking like the feed because that's a separate type of Discovery separate type separate type of Discovery separate type separate type of Discovery separate type of algorithm so you could like really of algorithm so you could like really of algorithm so you could like really double down on reals not post to the double down on reals not post to the double down on reals not post to the feed and still have real real success on feed and still have real real success on feed and still have real real success on Instagram as as your profile as a whole Instagram as as your profile as a whole Instagram as as your profile as a whole um because you're not even engaging in um because you're not even engaging in um because you're not even engaging in the other section and that algorithm the other section and that algorithm the other section and that algorithm doesn't doesn't bother you does that doesn't doesn't bother you does that doesn't doesn't bother you does that make sense it does and I don't think make sense it does and I don't think make sense it does and I don't think that would be advisable my application

that would be advisable my application that would be advisable my application though for these multiple algorithms and though for these multiple algorithms and though for these multiple algorithms and I'll get into why I don't think that's I'll get into why I don't think that's I'll get into why I don't think that's advisable based on what Instagram has advisable based on what Instagram has advisable based on what Instagram has said a little bit later is that oh said a little bit later is that oh said a little bit later is that oh goodness no the application is right goodness no the application is right goodness no the application is right here it's right now it's next in the here it's right now it's next in the here it's right now it's next in the notes ah I I butchered it so IG is notes ah I I butchered it so IG is notes ah I I butchered it so IG is interconnected what you do in the feed interconnected what you do in the feed interconnected what you do in the feed affects your stories and vice versa we affects your stories and vice versa we affects your stories and vice versa we don't approach them in the same way we don't approach them in the same way we don't approach them in the same way we need to treat them differently but they need to treat them differently but they need to treat them differently but they are still interconnected meaning when are still interconnected meaning when are still interconnected meaning when you excel in reals if you're not you excel in reals if you're not you excel in reals if you're not excelling in stories and its unique excelling in stories and its unique excelling in stories and its unique requirements you're actually limiting requirements you're actually limiting requirements you're actually limiting the upside of your success and reals and the upside of your success and reals and the upside of your success and reals and what's best is in the same way we what's best is in the same way we what's best is in the same way we describe online and offline in the describe online and offline in the describe online and offline in the church world as working together church world as working together church world as working together harmoniously and that when they're each harmoniously and that when they're each harmoniously and that when they're each kind of doing their own thing and kind of doing their own thing and kind of doing their own thing and working in tandem that's when they're working in tandem that's when they're working in tandem that's when they're both hitting their Tred and doing their both hitting their Tred and doing their both hitting their Tred and doing their best when you treat reals the way you best when you treat reals the way you best when you treat reals the way you would treat stories or when you treat would treat stories or when you treat would treat stories or when you treat Stories the way you would treat reals Stories the way you would treat reals Stories the way you would treat reals you're actually hurting your overall you're actually hurting your overall you're actually hurting your overall impact on Instagram when you treat both impact on Instagram when you treat both impact on Instagram when you treat both of them as the Specialties they are of them as the Specialties they are of them as the Specialties they are that's when you can see real good that's when you can see real good that's when you can see real good traction on social let's talk about each traction on social let's talk about each traction on social let's talk about each of the individual algorithms first the of the individual algorithms first the of the individual algorithms first the feed so there are a bunch of ranking feed so there are a bunch of ranking feed so there are a bunch of ranking factors that go into the feed and factors that go into the feed and factors that go into the feed and Instagram calls them signals misseri Instagram calls them signals misseri Instagram calls them signals misseri said that IG uses thousands of different said that IG uses thousands of different said that IG uses thousands of different signals to rank posts but here are the signals to rank posts but here are the signals to rank posts but here are the most important in order when it comes to most important in order when it comes to most important in order when it comes to what you see on Instagram there are four what you see on Instagram there are four what you see on Instagram there are four of them here two of them are related to of them here two of them are related to of them here two of them are related to you the user of Instagram and then the you the user of Instagram and then the you the user of Instagram and then the other two are related to the creator of other two are related to the creator of other two are related to the creator of the post itself so the first is activity

the post itself so the first is activity the post itself so the first is activity posts that you have liked shared saved posts that you have liked shared saved posts that you have liked shared saved or commented on and this is an or commented on and this is an or commented on and this is an experiment that you can do yourself experiment that you can do yourself experiment that you can do yourself because in a way the algorithms are because in a way the algorithms are because in a way the algorithms are incredibly sophisticated incredibly incredibly sophisticated incredibly incredibly sophisticated incredibly complex in another way they're like a complex in another way they're like a complex in another way they're like a dog where the dog will sit and give the dog where the dog will sit and give the dog where the dog will sit and give the dog a treat and the dog goes I will sit dog a treat and the dog goes I will sit dog a treat and the dog goes I will sit and you give the dog a treat we're all and you give the dog a treat we're all and you give the dog a treat we're all just little animals with a clicker just little animals with a clicker just little animals with a clicker because invariably what you will find is because invariably what you will find is because invariably what you will find is when you like comment or engage activity when you like comment or engage activity when you like comment or engage activity with content of a new Creator in a with content of a new Creator in a with content of a new Creator in a different vertical suddenly you'll start different vertical suddenly you'll start different vertical suddenly you'll start seeing them everywhere so I realized seeing them everywhere so I realized seeing them everywhere so I realized this weekend that a couple of people this weekend that a couple of people this weekend that a couple of people there work that I respect they follow me there work that I respect they follow me there work that I respect they follow me on Instagram and I was like oh you know on Instagram and I was like oh you know on Instagram and I was like oh you know what it's not really cool that I don't what it's not really cool that I don't what it's not really cool that I don't follow them back so I did and now my follow them back so I did and now my follow them back so I did and now my feed is just them them them and them feed is just them them them and them feed is just them them them and them because I don't have too much activity because I don't have too much activity because I don't have too much activity with other creators on Instagram I'm with other creators on Instagram I'm with other creators on Instagram I'm mostly using it for publishing and then mostly using it for publishing and then mostly using it for publishing and then interacting with all of you but not too interacting with all of you but not too interacting with all of you but not too much with other creators so Instagram much with other creators so Instagram much with other creators so Instagram for me they do everything based on Hover for me they do everything based on Hover for me they do everything based on Hover time and based on Whose stories I watch time and based on Whose stories I watch time and based on Whose stories I watch if I follow someone new they're like oh if I follow someone new they're like oh if I follow someone new they're like oh my gosh he followed someone new show my gosh he followed someone new show my gosh he followed someone new show them everything and so your mileage them everything and so your mileage them everything and so your mileage might vary if you have a lot of activity might vary if you have a lot of activity might vary if you have a lot of activity on Instagram but when I make a change I on Instagram but when I make a change I on Instagram but when I make a change I can see the algorithm in its just binary can see the algorithm in its just binary can see the algorithm in its just binary Simplicity be like show more he did Simplicity be like show more he did Simplicity be like show more he did something finally mhm second signal is something finally mhm second signal is something finally mhm second signal is information about the post how popular a information about the post how popular a information about the post how popular a post is so this is from the Creator side post is so this is from the Creator side post is so this is from the Creator side of things how many people are engaging of things how many people are engaging of things how many people are engaging and how quickly they're liking and how quickly they're liking and how quickly they're liking commenting sharing and saving so I commenting sharing and saving so I commenting sharing and saving so I follow this new person a friend in real

follow this new person a friend in real follow this new person a friend in real life I follow them and it's me it's true life I follow them and it's me it's true life I follow them and it's me it's true I I I never I I probably see I follow out you never I I probably see I follow out you never I I probably see I follow out you follow me so I followed this friend of follow me so I followed this friend of follow me so I followed this friend of mine and the posts that I saw in the mine and the posts that I saw in the mine and the posts that I saw in the feed they came right away that was my feed they came right away that was my feed they came right away that was my action what posts of his did I see his action what posts of his did I see his action what posts of his did I see his best of the best they were like let's best of the best they were like let's best of the best they were like let's give Brady this guy's best stuff because give Brady this guy's best stuff because give Brady this guy's best stuff because we want him to have he's shown he liked we want him to have he's shown he liked we want him to have he's shown he liked this guy well let's make sure that we're this guy well let's make sure that we're this guy well let's make sure that we're showing him the best of what this guy showing him the best of what this guy showing him the best of what this guy according to our platform's metrics has according to our platform's metrics has according to our platform's metrics has to offer third signal information about to offer third signal information about to offer third signal information about the person who posted misseri says quote the person who posted misseri says quote the person who posted misseri says quote this helps us get a sense for how this helps us get a sense for how this helps us get a sense for how interesting the person might be to you interesting the person might be to you interesting the person might be to you and includes signals like how many times and includes signals like how many times and includes signals like how many times people have interacted with that person people have interacted with that person people have interacted with that person in the past few weeks so if you looked in the past few weeks so if you looked in the past few weeks so if you looked at my Instagram it can be broken down at my Instagram it can be broken down at my Instagram it can be broken down into really three categories uh into really three categories uh into really three categories uh Christian creators Andor churches Christian creators Andor churches Christian creators Andor churches fashion and Tattoos so if fashion and Tattoos so if fashion and Tattoos so if I kind of venture Beyond those three I kind of venture Beyond those three I kind of venture Beyond those three categories that's going to be this new categories that's going to be this new categories that's going to be this new thing that Instagram's going to have to thing that Instagram's going to have to thing that Instagram's going to have to figure out because it's going against figure out because it's going against figure out because it's going against what I typically do now if I followed what I typically do now if I followed what I typically do now if I followed another tattoo artist if I followed another tattoo artist if I followed another tattoo artist if I followed another fashion brand they would be like another fashion brand they would be like another fashion brand they would be like oh yeah okay treat that new account oh yeah okay treat that new account oh yeah okay treat that new account follow similar to how we're treating all follow similar to how we're treating all follow similar to how we're treating all the other ones because his behavior is the other ones because his behavior is the other ones because his behavior is consistent with how he's always consistent with how he's always consistent with how he's always performing on this platform behaving performing on this platform behaving performing on this platform behaving let's treat that the same way and then let's treat that the same way and then let's treat that the same way and then finally the user's history of finally the user's history of finally the user's history of interacting with someone so this is now interacting with someone so this is now interacting with someone so this is now not someone new but this is whether or not someone new but this is whether or not someone new but this is whether or not you've engaged with the Creator not you've engaged with the Creator not you've engaged with the Creator before meseri says quote in the feed the before meseri says quote in the feed the before meseri says quote in the feed the five interactions we look at most

five interactions we look at most five interactions we look at most closely are How likely you are to spend closely are How likely you are to spend closely are How likely you are to spend a few seconds on a post comment on it a few seconds on a post comment on it a few seconds on a post comment on it like it share it and tap on the profile like it share it and tap on the profile like it share it and tap on the profile photo the more likely you are to take an photo the more likely you are to take an photo the more likely you are to take an action the higher up in the feed you'll action the higher up in the feed you'll action the higher up in the feed you'll see the post if you've done any of those see the post if you've done any of those see the post if you've done any of those things before that's predictive of things before that's predictive of things before that's predictive of future behavior that you might do it future behavior that you might do it future behavior that you might do it again so the takeaway for me here is again so the takeaway for me here is again so the takeaway for me here is no weeks off is of Paramount importance no weeks off is of Paramount importance no weeks off is of Paramount importance we have this framework we call it the we have this framework we call it the we have this framework we call it the Social Ministry Mountain if you're Social Ministry Mountain if you're Social Ministry Mountain if you're watching this we'll put it on the screen watching this we'll put it on the screen watching this we'll put it on the screen right now the Social Ministry Mountain right now the Social Ministry Mountain right now the Social Ministry Mountain contextualizes for churches how what our contextualizes for churches how what our contextualizes for churches how what our efforts are online can translate to efforts are online can translate to efforts are online can translate to offline to in person the foundation of offline to in person the foundation of offline to in person the foundation of the Social Ministry Mountain meaning you the Social Ministry Mountain meaning you the Social Ministry Mountain meaning you can't scale any other part of the can't scale any other part of the can't scale any other part of the mountain until you do this first is no mountain until you do this first is no mountain until you do this first is no weeks off you have to be consistently weeks off you have to be consistently weeks off you have to be consistently creating quality content why well creating quality content why well creating quality content why well because Instagram is looking at the because Instagram is looking at the because Instagram is looking at the history of how people have engaged with history of how people have engaged with history of how people have engaged with your content in the past so if you want your content in the past so if you want your content in the past so if you want your existing followers to engage with your existing followers to engage with your existing followers to engage with your content it's not just enough for your content it's not just enough for your content it's not just enough for them to follow they need to be them to follow they need to be them to follow they need to be consistently revisiting your content and consistently revisiting your content and consistently revisiting your content and engaging with it watching it viewing it engaging with it watching it viewing it engaging with it watching it viewing it liking it commenting sharing saving and liking it commenting sharing saving and liking it commenting sharing saving and then you also need to be having no weeks then you also need to be having no weeks then you also need to be having no weeks off because you need to publish enough off because you need to publish enough off because you need to publish enough content to have one of those top three content to have one of those top three content to have one of those top three rise to the top so that when someone rise to the top so that when someone rise to the top so that when someone follows you for the first time or when follows you for the first time or when follows you for the first time or when someone is discovering you Instagram has someone is discovering you Instagram has someone is discovering you Instagram has something that is proven to be loved by something that is proven to be loved by something that is proven to be loved by a lot of people they're willing to share a lot of people they're willing to share a lot of people they're willing to share it with somebody else I follow that new it with somebody else I follow that new it with somebody else I follow that new person on Instagram they show me their person on Instagram they show me their person on Instagram they show me their top three that person only gained those top three that person only gained those top three that person only gained those top three by publishing probably 200 top three by publishing probably 200 top three by publishing probably 200 posts yeah I am a perfect case study in posts yeah I am a perfect case study in posts yeah I am a perfect case study in this uh but in the inverse I have taken this uh but in the inverse I have taken this uh but in the inverse I have taken about a year off of posting on Instagram

about a year off of posting on Instagram about a year off of posting on Instagram I used to post daily on Instagram I I used to post daily on Instagram I I used to post daily on Instagram I actually thought maybe I didn't follow actually thought maybe I didn't follow actually thought maybe I didn't follow you for a second yeah no seriously um you for a second yeah no seriously um you for a second yeah no seriously um for any of the listeners who don't know for any of the listeners who don't know for any of the listeners who don't know like I have a specialty coffee blog on like I have a specialty coffee blog on like I have a specialty coffee blog on Instagram and had used to have a really Instagram and had used to have a really Instagram and had used to have a really good I mean still have a good follow good I mean still have a good follow good I mean still have a good follow there but used to have a really deep there but used to have a really deep there but used to have a really deep sense of community there um in the way sense of community there um in the way sense of community there um in the way that folks would engage with me through that folks would engage with me through that folks would engage with me through stories DMS in the comments of posts stories DMS in the comments of posts stories DMS in the comments of posts that I would post and just came into a that I would post and just came into a that I would post and just came into a season in my life where I didn't have season in my life where I didn't have season in my life where I didn't have Creative Energy to siphon off into this Creative Energy to siphon off into this Creative Energy to siphon off into this area of my life I had to I had to area of my life I had to I had to area of my life I had to I had to delegate it to other areas of my life delegate it to other areas of my life delegate it to other areas of my life and so posting about coffee on Instagram and so posting about coffee on Instagram and so posting about coffee on Instagram uh fell by the wayside I I don't regret uh fell by the wayside I I don't regret uh fell by the wayside I I don't regret that I don't lament that but there are that I don't lament that but there are that I don't lament that but there are some times where I do have energy to some times where I do have energy to some times where I do have energy to give to it and and I notice now that give to it and and I notice now that give to it and and I notice now that because I've taken weeks off um when I because I've taken weeks off um when I because I've taken weeks off um when I post not only is like my visibility and post not only is like my visibility and post not only is like my visibility and my engagement low but I have this it's my engagement low but I have this it's my engagement low but I have this it's hard to explain but I have this sense hard to explain but I have this sense hard to explain but I have this sense that like now I'm start I'm not starting that like now I'm start I'm not starting that like now I'm start I'm not starting from scratch in the way that like I have from scratch in the way that like I have from scratch in the way that like I have zero followers but as far as like social zero followers but as far as like social zero followers but as far as like social trust goes and like how I can sense that trust goes and like how I can sense that trust goes and like how I can sense that Instagram is showing my content to the Instagram is showing my content to the Instagram is showing my content to the people in the specialty coffee space people in the specialty coffee space people in the specialty coffee space comparatively to other folks who have comparatively to other folks who have comparatively to other folks who have accounts like me who are posting accounts like me who are posting accounts like me who are posting regularly like I I the mountain to climb regularly like I I the mountain to climb regularly like I I the mountain to climb feels so insurmountable that I just like feels so insurmountable that I just like feels so insurmountable that I just like I just haven't even dared to start I just haven't even dared to start I just haven't even dared to start posting again in a way that like would posting again in a way that like would posting again in a way that like would result in really good interaction so I'm result in really good interaction so I'm result in really good interaction so I'm a good case study for this uh in the a good case study for this uh in the a good case study for this uh in the inverse uh to if if you want and we're

inverse uh to if if you want and we're inverse uh to if if you want and we're talking about church ministry here right talking about church ministry here right talking about church ministry here right sharing the most important story ever sharing the most important story ever sharing the most important story ever been told and so um it's of the utmost been told and so um it's of the utmost been told and so um it's of the utmost importance to not take any weeks off importance to not take any weeks off importance to not take any weeks off because we do have such a valuable story because we do have such a valuable story because we do have such a valuable story to share we're we're doing Ministry to share we're we're doing Ministry to share we're we're doing Ministry through social media we're not just through social media we're not just through social media we're not just talking about specialty coffee and so talking about specialty coffee and so talking about specialty coffee and so it's so important to gain traction by it's so important to gain traction by it's so important to gain traction by doing this and then maintain the doing this and then maintain the doing this and then maintain the traction and not lose your position um traction and not lose your position um traction and not lose your position um by the signal that you're giving to by the signal that you're giving to by the signal that you're giving to Instagram when you stop posting right Instagram when you stop posting right Instagram when you stop posting right because churches come to me and they say because churches come to me and they say because churches come to me and they say we tried social and our pastor's like we tried social and our pastor's like we tried social and our pastor's like well it didn't affect anything we're well it didn't affect anything we're well it didn't affect anything we're doing in person and I said well how like doing in person and I said well how like doing in person and I said well how like long did you do it for oh a couple long did you do it for oh a couple long did you do it for oh a couple months I was like okay and and then I months I was like okay and and then I months I was like okay and and then I look and I'm like there was really a look and I'm like there was really a look and I'm like there was really a burst of inspiration there and then you burst of inspiration there and then you burst of inspiration there and then you likely got distracted by something likely got distracted by something likely got distracted by something something else and I I get it you know something else and I I get it you know something else and I I get it you know we wear multiple hats in Ministry in the we wear multiple hats in Ministry in the we wear multiple hats in Ministry in the same way that Alex is describing like he same way that Alex is describing like he same way that Alex is describing like he needed to divert some of his attention needed to divert some of his attention needed to divert some of his attention from social to other things in his life from social to other things in his life from social to other things in his life we we have that in our jobs at church we we have that in our jobs at church we we have that in our jobs at church right but the prerequisite to the rest right but the prerequisite to the rest right but the prerequisite to the rest of the Social Ministry mountain is no of the Social Ministry mountain is no of the Social Ministry mountain is no weeks off it has to be the constant and weeks off it has to be the constant and weeks off it has to be the constant and the great thing is we're not influencers the great thing is we're not influencers the great thing is we're not influencers so we're not selling brand deals where so we're not selling brand deals where so we're not selling brand deals where we need to reach a certain amount of we need to reach a certain amount of we need to reach a certain amount of Impressions or a certain amount of views Impressions or a certain amount of views Impressions or a certain amount of views and thus we need to post every day and thus we need to post every day and thus we need to post every day across virtually every platform no we're across virtually every platform no we're across virtually every platform no we're Church we're organizations that can post Church we're organizations that can post Church we're organizations that can post one two three four times a week that's one two three four times a week that's one two three four times a week that's fine you know ideally two one might be a fine you know ideally two one might be a fine you know ideally two one might be a bit low but the sustainable Rhythm every bit low but the sustainable Rhythm every bit low but the sustainable Rhythm every week no weeks off doesn't to be no days week no weeks off doesn't to be no days week no weeks off doesn't to be no days off but no weeks off is the prerequisite off but no weeks off is the prerequisite off but no weeks off is the prerequisite let's talk about the stories algorithm let's talk about the stories algorithm let's talk about the stories algorithm distinct in many ways from the feed here

distinct in many ways from the feed here distinct in many ways from the feed here are the signals Instagram uses for are the signals Instagram uses for are the signals Instagram uses for stories number one viewing history how stories number one viewing history how stories number one viewing history how often a user has viewed and accounts often a user has viewed and accounts often a user has viewed and accounts Stories the more often they view a Stories the more often they view a Stories the more often they view a certain account Stories the more likely certain account Stories the more likely certain account Stories the more likely they are appear first we know this they are appear first we know this they are appear first we know this number two engagement history how often number two engagement history how often number two engagement history how often a user engages with that account story a user engages with that account story a user engages with that account story such as sending a reaction or response such as sending a reaction or response such as sending a reaction or response so viewing number one engagement number so viewing number one engagement number so viewing number one engagement number two different on stories meaning if two different on stories meaning if two different on stories meaning if you're not using polls if you're not you're not using polls if you're not you're not using polls if you're not responding to DMS if you're not using responding to DMS if you're not using responding to DMS if you're not using the interactive features of stories if the interactive features of stories if the interactive features of stories if you're just taking your post and posting you're just taking your post and posting you're just taking your post and posting it to stories like hey here's a new post it to stories like hey here's a new post it to stories like hey here's a new post or if it's just simply for viewing and or if it's just simply for viewing and or if it's just simply for viewing and nothing else you're missing an entire nothing else you're missing an entire nothing else you're missing an entire signal here and then number three signal here and then number three signal here and then number three closeness the users's relationship with closeness the users's relationship with closeness the users's relationship with the author overall and How likely they the author overall and How likely they the author overall and How likely they are to be friends or family so getting are to be friends or family so getting are to be friends or family so getting back to Alex he hasn't been posting in back to Alex he hasn't been posting in back to Alex he hasn't been posting in the feed very much but he still posts on the feed very much but he still posts on the feed very much but he still posts on stories and guess what I see every stories and guess what I see every stories and guess what I see every single one because Instagram has single one because Instagram has single one because Instagram has determined correctly that we are friends determined correctly that we are friends determined correctly that we are friends in real life there is friendship there in real life there is friendship there in real life there is friendship there not just brand relationship and so my not just brand relationship and so my not just brand relationship and so my takeaway from this is that all things takeaway from this is that all things takeaway from this is that all things being equal it may be more difficult for being equal it may be more difficult for being equal it may be more difficult for a church account to rank in stories a church account to rank in stories a church account to rank in stories relative to a pastor account simply relative to a pastor account simply relative to a pastor account simply because it's a brand versus a because it's a brand versus a because it's a brand versus a person so this is distinct from the feed person so this is distinct from the feed person so this is distinct from the feed that is not going to be the same case that is not going to be the same case that is not going to be the same case for the feed it's not like having a for the feed it's not like having a for the feed it's not like having a pastor account is better from an pastor account is better from an pastor account is better from an Instagram standpoint in the feed versus Instagram standpoint in the feed versus Instagram standpoint in the feed versus a brand account you could make the a brand account you could make the a brand account you could make the argument and I think it might be a argument and I think it might be a argument and I think it might be a compelling one that a individual account compelling one that a individual account compelling one that a individual account because of humanity is going to perform because of humanity is going to perform because of humanity is going to perform better than a brand account because

better than a brand account because better than a brand account because humans relate more to humans but humans relate more to humans but humans relate more to humans but Instagram's not throttling that that's Instagram's not throttling that that's Instagram's not throttling that that's just human nature what they are just human nature what they are just human nature what they are throttling or what they are throttling or what they are throttling or what they are algorithmically affecting is stories algorithmically affecting is stories algorithmically affecting is stories ranking because we're more like to ranking because we're more like to ranking because we're more like to relate to real people I have friendship relate to real people I have friendship relate to real people I have friendship with many people I have zero friendships with many people I have zero friendships with many people I have zero friendships with Brands so even the fashion brands with Brands so even the fashion brands with Brands so even the fashion brands that I follow typically they are people that I follow typically they are people that I follow typically they are people running the fashion brand and that's running the fashion brand and that's running the fashion brand and that's what shows up secondly your stories need what shows up secondly your stories need what shows up secondly your stories need to be driving engagement and this gets to be driving engagement and this gets to be driving engagement and this gets back to what I said before we can't back to what I said before we can't back to what I said before we can't simply be posting our feed post to the simply be posting our feed post to the simply be posting our feed post to the story and expecting that to be a winning story and expecting that to be a winning story and expecting that to be a winning strategy they're treated differently strategy they're treated differently strategy they're treated differently from an algorithm standpoint so that's from an algorithm standpoint so that's from an algorithm standpoint so that's not what Instagram really wants you can not what Instagram really wants you can not what Instagram really wants you can sprinkle it in here and there and I sprinkle it in here and there and I sprinkle it in here and there and I personally have been revisiting my story personally have been revisiting my story personally have been revisiting my story strategy because I've kind of gotten a strategy because I've kind of gotten a strategy because I've kind of gotten a bit lazy with that I've been focusing so bit lazy with that I've been focusing so bit lazy with that I've been focusing so much on reals and carousels and the feed much on reals and carousels and the feed much on reals and carousels and the feed and Discovery this year that stories and Discovery this year that stories and Discovery this year that stories have kind of taken a backseat and so I'm have kind of taken a backseat and so I'm have kind of taken a backseat and so I'm kind of reformulating that strategy for kind of reformulating that strategy for kind of reformulating that strategy for myself because it needs work so you know myself because it needs work so you know myself because it needs work so you know I've been doing this as well and I need I've been doing this as well and I need I've been doing this as well and I need to sprinkle in a promotion here and to sprinkle in a promotion here and to sprinkle in a promotion here and there but if it's the majority right there but if it's the majority right there but if it's the majority right this gets back to the one in five rule this gets back to the one in five rule this gets back to the one in five rule as probably uh useful in this case if as probably uh useful in this case if as probably uh useful in this case if what the majority of what we're what the majority of what we're what the majority of what we're publishing there has no opportunity for publishing there has no opportunity for publishing there has no opportunity for engagement aside from someone responding engagement aside from someone responding engagement aside from someone responding via DM via DM via DM that means there's room for improvement that means there's room for improvement that means there's room for improvement there because we're neglecting one of there because we're neglecting one of there because we're neglecting one of the key signals here's one quick tip the key signals here's one quick tip the key signals here's one quick tip about Stories the thing about stories is about Stories the thing about stories is about Stories the thing about stories is there's very little to no Discovery there's very little to no Discovery there's very little to no Discovery element at all like you're not being element at all like you're not being element at all like you're not being served accounts in your stories um that served accounts in your stories um that served accounts in your stories um that you don't follow generally unless it's a you don't follow generally unless it's a you don't follow generally unless it's a paid ad and so for that reason the paid ad and so for that reason the paid ad and so for that reason the insights of how people view your stories

insights of how people view your stories insights of how people view your stories at least for me have been really at least for me have been really at least for me have been really valuable so we talk about this a lot valuable so we talk about this a lot valuable so we talk about this a lot when posting content to reals Tik Tok when posting content to reals Tik Tok when posting content to reals Tik Tok there is an opportunity for virality and there is an opportunity for virality and there is an opportunity for virality and you just never know when it's going to you just never know when it's going to you just never know when it's going to happen happen and so sometimes you'll happen happen and so sometimes you'll happen happen and so sometimes you'll have a th people watch your video have a th people watch your video have a th people watch your video sometimes you have 10,000 people 100,000 sometimes you have 10,000 people 100,000 sometimes you have 10,000 people 100,000 a million people right you have this a million people right you have this a million people right you have this opportunity for Discovery and stories opportunity for Discovery and stories opportunity for Discovery and stories that's just not true because they're not that's just not true because they're not that's just not true because they're not being served that way and so the being served that way and so the being served that way and so the insights for how many people watch my insights for how many people watch my insights for how many people watch my stories are immediate feedback of like stories are immediate feedback of like stories are immediate feedback of like this is a good story or not great point this is a good story or not great point this is a good story or not great point right you could post a piece of content right you could post a piece of content right you could post a piece of content to the reals the best piece of content to the reals the best piece of content to the reals the best piece of content you've ever posted and it may not go off you've ever posted and it may not go off you've ever posted and it may not go off you could post that same content a week you could post that same content a week you could post that same content a week later and it might go off right or you later and it might go off right or you later and it might go off right or you could post a piece that's not as good could post a piece that's not as good could post a piece that's not as good and it might go off mhm in stories you and it might go off mhm in stories you and it might go off mhm in stories you get immediate feedback so when I post a get immediate feedback so when I post a get immediate feedback so when I post a story I've got 18,000 followers when I story I've got 18,000 followers when I story I've got 18,000 followers when I post a story and it's getting hundreds post a story and it's getting hundreds post a story and it's getting hundreds of views or a th000 views or500 views I of views or a th000 views or500 views I of views or a th000 views or500 views I know that was not the the algorithm Is know that was not the the algorithm Is know that was not the the algorithm Is Telling Me by the amount of views it has Telling Me by the amount of views it has Telling Me by the amount of views it has this is not a story we're putting at the this is not a story we're putting at the this is not a story we're putting at the front of people's line of stories but if front of people's line of stories but if front of people's line of stories but if I get a story that's getting two three I get a story that's getting two three I get a story that's getting two three 4,000 views I know okay this story is 4,000 views I know okay this story is 4,000 views I know okay this story is being well um viewed and well interacted being well um viewed and well interacted being well um viewed and well interacted with by my followers and so I'm using with by my followers and so I'm using with by my followers and so I'm using that as an immediate feedback loop okay that as an immediate feedback loop okay that as an immediate feedback loop okay when I share a post from my feed to the when I share a post from my feed to the when I share a post from my feed to the stories it gets hundreds of views that stories it gets hundreds of views that stories it gets hundreds of views that means it sucks right that as a story means it sucks right that as a story means it sucks right that as a story that means that people are not people that means that people are not people that means that people are not people are swiping past this as fast as they are swiping past this as fast as they are swiping past this as fast as they can people are not clicking through this can people are not clicking through this can people are not clicking through this so it's not a strategy I use when I ask so it's not a strategy I use when I ask so it's not a strategy I use when I ask a provocative question or a poll it gets

a provocative question or a poll it gets a provocative question or a poll it gets thousands of views it's immediate thousands of views it's immediate thousands of views it's immediate feedback loop okay I need to do more feedback loop okay I need to do more feedback loop okay I need to do more more of this because the algorithm is more of this because the algorithm is more of this because the algorithm is telling me it's serving this higher telling me it's serving this higher telling me it's serving this higher priority to more people by the amount of priority to more people by the amount of priority to more people by the amount of views it's getting and so you get that views it's getting and so you get that views it's getting and so you get that immediate feedback loop so if you are immediate feedback loop so if you are immediate feedback loop so if you are going to post to stories as a church going to post to stories as a church going to post to stories as a church account which like you said can be a account which like you said can be a account which like you said can be a little bit more challenging than if it's little bit more challenging than if it's little bit more challenging than if it's just like a a pastoral account pay just like a a pastoral account pay just like a a pastoral account pay attention to the Views and the attention to the Views and the attention to the Views and the engagement if it's a few dozen views or engagement if it's a few dozen views or engagement if it's a few dozen views or a few hundred views comparatively to a few hundred views comparatively to a few hundred views comparatively to your thousands of followers forsake that your thousands of followers forsake that your thousands of followers forsake that strategy if you're if you're getting strategy if you're if you're getting strategy if you're if you're getting thousands of views because you posted a thousands of views because you posted a thousands of views because you posted a a poll that's great feedback do that a poll that's great feedback do that a poll that's great feedback do that again interesting thing happened to me again interesting thing happened to me again interesting thing happened to me this week on Instagram stories that this week on Instagram stories that this week on Instagram stories that punctuates this point perfectly there punctuates this point perfectly there punctuates this point perfectly there was a brand account at the front it was was a brand account at the front it was was a brand account at the front it was the number one story I was like I have I the number one story I was like I have I the number one story I was like I have I didn't even know I followed this brand didn't even know I followed this brand didn't even know I followed this brand account it was a account it was a account it was a drone um account like hey we we show all drone um account like hey we we show all drone um account like hey we we show all beautiful drone photos and I was like I beautiful drone photos and I was like I beautiful drone photos and I was like I have no idea who this was it was a brand have no idea who this was it was a brand have no idea who this was it was a brand account I click in the story beautiful account I click in the story beautiful account I click in the story beautiful Vista take a guess what else was in this Vista take a guess what else was in this Vista take a guess what else was in this there was probably a lady in there there there was probably a lady in there there there was probably a lady in there there was a naked human in the middle of the was a naked human in the middle of the was a naked human in the middle of the shot I was like what and I unfollow the shot I was like what and I unfollow the shot I was like what and I unfollow the account and this speaks to the lack of account and this speaks to the lack of account and this speaks to the lack of sophistication by Instagram Everyone sophistication by Instagram Everyone sophistication by Instagram Everyone likes this yes like Everyone likes this likes this yes like Everyone likes this likes this yes like Everyone likes this like this isn't Alex going from like 50 like this isn't Alex going from like 50 like this isn't Alex going from like 50 50 po uh you know oh a couple hundred 50 po uh you know oh a couple hundred 50 po uh you know oh a couple hundred views like a couple thousand this one's views like a couple thousand this one's views like a couple thousand this one's doing well like no one has ever had more doing well like no one has ever had more doing well like no one has ever had more views on their account relative to

views on their account relative to views on their account relative to followers than this yeah this was the followers than this yeah this was the followers than this yeah this was the first Instagram story that ever was first Instagram story that ever was first Instagram story that ever was getting discovered because somebody did getting discovered because somebody did getting discovered because somebody did not flag it as they should have anyway not flag it as they should have anyway not flag it as they should have anyway let's talk about the explore page let's talk about the explore page let's talk about the explore page algorithm and uh you'll see naked ladies algorithm and uh you'll see naked ladies algorithm and uh you'll see naked ladies there probably everything on the explore there probably everything on the explore there probably everything on the explore page is also going to apply to the reals page is also going to apply to the reals page is also going to apply to the reals algorithm so when you're actually algorithm so when you're actually algorithm so when you're actually swiping through reals so here are the swiping through reals so here are the swiping through reals so here are the signals IG uses for explor number one signals IG uses for explor number one signals IG uses for explor number one post popularity not surprising and then post popularity not surprising and then post popularity not surprising and then number two a user's activity in explore number two a user's activity in explore number two a user's activity in explore I'm going to open up my explore page I'm going to open up my explore page I'm going to open up my explore page right right right now all right first post the Instagram now all right first post the Instagram now all right first post the Instagram algorithm has changed algorithm has changed algorithm has changed what that's what that's what that's sick all right I've sick all right I've sick all right I've got tattoo fashion fashion tattoo got tattoo fashion fashion tattoo got tattoo fashion fashion tattoo fashion tattoo Christian fashion tattoo Christian fashion tattoo Christian Christian uh Instagram content grow on Christian uh Instagram content grow on Christian uh Instagram content grow on Instagram you know how to do stuff on Instagram you know how to do stuff on Instagram you know how to do stuff on Instagram Pizza coffee um graphic design Instagram Pizza coffee um graphic design Instagram Pizza coffee um graphic design graphic design uh did the reals graphic design uh did the reals graphic design uh did the reals algorithm change Pizza coffee um Pizza algorithm change Pizza coffee um Pizza algorithm change Pizza coffee um Pizza Seven red flags in your Instagram Seven red flags in your Instagram Seven red flags in your Instagram content so this this is indicative of content so this this is indicative of content so this this is indicative of our behavior on Instagram it's showing our behavior on Instagram it's showing our behavior on Instagram it's showing us user activity is motivating what's us user activity is motivating what's us user activity is motivating what's showing up in the explore tab so here's showing up in the explore tab so here's showing up in the explore tab so here's how Instagram describes how this can how Instagram describes how this can how Instagram describes how this can work really great practical example work really great practical example work really great practical example let's say you've recently liked a number let's say you've recently liked a number let's say you've recently liked a number of photos from a local dumpling of photos from a local dumpling of photos from a local dumpling restaurant we then look at who else restaurant we then look at who else restaurant we then look at who else likes those photos and then what other likes those photos and then what other likes those photos and then what other accounts those people are interested in

accounts those people are interested in accounts those people are interested in maybe people who like that dumpling spot maybe people who like that dumpling spot maybe people who like that dumpling spot are also into dim suum in the same area are also into dim suum in the same area are also into dim suum in the same area in that case the next time you open in that case the next time you open in that case the next time you open Explorer we might show you a photo or Explorer we might show you a photo or Explorer we might show you a photo or video from a dim suum spot video from a dim suum spot video from a dim suum spot in the same region there you go I want in the same region there you go I want in the same region there you go I want to talk about hashtags here for a moment to talk about hashtags here for a moment to talk about hashtags here for a moment lot of questions from churches about lot of questions from churches about lot of questions from churches about hashtags I think hashtags were once hashtags I think hashtags were once hashtags I think hashtags were once viewed years ago at this point as the viewed years ago at this point as the viewed years ago at this point as the secret strategy to unlocking real growth secret strategy to unlocking real growth secret strategy to unlocking real growth the like you either were the person that the like you either were the person that the like you either were the person that understood hashtags or not and if you understood hashtags or not and if you understood hashtags or not and if you could just unlock I had a season where could just unlock I had a season where could just unlock I had a season where it was absolutely unlocked for me it was absolutely unlocked for me it was absolutely unlocked for me because at a time I don't know if they because at a time I don't know if they because at a time I don't know if they still do it cuz I don't use hashtags still do it cuz I don't use hashtags still do it cuz I don't use hashtags anymore but at a time we're talking five anymore but at a time we're talking five anymore but at a time we're talking five six years ago with Instagram in your six years ago with Instagram in your six years ago with Instagram in your insights you could see how many views insights you could see how many views insights you could see how many views came from hashtags you would get like came from hashtags you would get like came from hashtags you would get like views from profile views from feed views views from profile views from feed views views from profile views from feed views from explore views from hashtags and from explore views from hashtags and from explore views from hashtags and there was a time where I would get I there was a time where I would get I there was a time where I would get I could get more views on my posts from could get more views on my posts from could get more views on my posts from hashtags than anywhere else and it was hashtags than anywhere else and it was hashtags than anywhere else and it was resulting in a lot of views a lot of resulting in a lot of views a lot of resulting in a lot of views a lot of Engagement a lot of followers yeah okay Engagement a lot of followers yeah okay Engagement a lot of followers yeah okay this is fascinating Insight because what this is fascinating Insight because what this is fascinating Insight because what I did was I went through my post I did was I went through my post I did was I went through my post insights in preparation for this show insights in preparation for this show insights in preparation for this show and I was looking for that exact metric and I was looking for that exact metric and I was looking for that exact metric and I looked at probably 50 posts and I and I looked at probably 50 posts and I and I looked at probably 50 posts and I could only find it even listed on two could only find it even listed on two could only find it even listed on two curiously why would it be listed on two curiously why would it be listed on two curiously why would it be listed on two and not any of the others there is now and not any of the others there is now and not any of the others there is now Under The Impressions tab in your reach Under The Impressions tab in your reach Under The Impressions tab in your reach explore feed maybe it's called home explore feed maybe it's called home explore feed maybe it's called home other okay and my sense is that hashtags other okay and my sense is that hashtags other okay and my sense is that hashtags are now lumped into other which to me are now lumped into other which to me are now lumped into other which to me again what is Instagram saying about

again what is Instagram saying about again what is Instagram saying about themselves yeah they're saying in this themselves yeah they're saying in this themselves yeah they're saying in this case hashtags do not matter anymore let case hashtags do not matter anymore let case hashtags do not matter anymore let me give you some examples from data okay me give you some examples from data okay me give you some examples from data okay I got two posts like I mentioned where I I got two posts like I mentioned where I I got two posts like I mentioned where I found this data so the first is a post found this data so the first is a post found this data so the first is a post called why churches fail to develop called why churches fail to develop called why churches fail to develop volunteers this is a carousel post 6,000 volunteers this is a carousel post 6,000 volunteers this is a carousel post 6,000 likes 85,000 accounts reached more than likes 85,000 accounts reached more than likes 85,000 accounts reached more than half of the accounts reached for this half of the accounts reached for this half of the accounts reached for this Carousel post were nonf followers which Carousel post were nonf followers which Carousel post were nonf followers which is unusual for a carousel you see it on is unusual for a carousel you see it on is unusual for a carousel you see it on reals Carousel is typically engaging reals Carousel is typically engaging reals Carousel is typically engaging your followers had 100,000 impressions your followers had 100,000 impressions your followers had 100,000 impressions of which 3,000 came from of which 3,000 came from of which 3,000 came from hashtags 990,000 came from home and hashtags 990,000 came from home and hashtags 990,000 came from home and remember more people who saw this were remember more people who saw this were remember more people who saw this were non-followers of me so what can we non-followers of me so what can we non-followers of me so what can we deduce from all of that interesting deduce from all of that interesting deduce from all of that interesting information Instagram was recommending information Instagram was recommending information Instagram was recommending this to non-followers in the home feed this to non-followers in the home feed this to non-followers in the home feed they were not discovering it via explore they were not discovering it via explore they were not discovering it via explore because of the hashtags 3% of people because of the hashtags 3% of people because of the hashtags 3% of people found this because of hashtags second found this because of hashtags second found this because of hashtags second example another Carousel post this one example another Carousel post this one example another Carousel post this one was called rules for AI your church was called rules for AI your church was called rules for AI your church should follow this one had 1,400 likes should follow this one had 1,400 likes should follow this one had 1,400 likes 30,000 accounts reached only about 15% 30,000 accounts reached only about 15% 30,000 accounts reached only about 15% were non-followers that's more typical were non-followers that's more typical were non-followers that's more typical for me 40,000 total impressions of this for me 40,000 total impressions of this for me 40,000 total impressions of this post of which 2,000 came from hashtags post of which 2,000 came from hashtags post of which 2,000 came from hashtags so that's a little bit more relatively so that's a little bit more relatively so that's a little bit more relatively percentage wise that's 5% compared to 3% percentage wise that's 5% compared to 3% percentage wise that's 5% compared to 3% but how many hashtags are you using uh but how many hashtags are you using uh but how many hashtags are you using uh three okay and this is what Instagram three okay and this is what Instagram three okay and this is what Instagram recommends now you know back in the day recommends now you know back in the day recommends now you know back in the day maybe when you were seeing all these maybe when you were seeing all these maybe when you were seeing all these results from hashtags it' be like yeah results from hashtags it' be like yeah results from hashtags it' be like yeah you you would use a tool to like you you would use a tool to like you you would use a tool to like generate hashtags and just paste them in

generate hashtags and just paste them in generate hashtags and just paste them in that that is no longer best practice that that is no longer best practice that that is no longer best practice we're talking two to five I almost we're talking two to five I almost we're talking two to five I almost always use three before if uh one comes always use three before if uh one comes always use three before if uh one comes to to to mind your mind your mind your hashtags for and this has been true for hashtags for and this has been true for hashtags for and this has been true for many years now are really just kind of many years now are really just kind of many years now are really just kind of the sprinkle on top of what you're doing the sprinkle on top of what you're doing the sprinkle on top of what you're doing they are not going to materially make a they are not going to materially make a they are not going to materially make a difference I I still see people say difference I I still see people say difference I I still see people say hashtags like that's what's going to put hashtags like that's what's going to put hashtags like that's what's going to put you over the edge I I don't know why you over the edge I I don't know why you over the edge I I don't know why people are still saying this I'm not people are still saying this I'm not people are still saying this I'm not convinced of that whatsoever Instagram convinced of that whatsoever Instagram convinced of that whatsoever Instagram has said as much I see it in my own post has said as much I see it in my own post has said as much I see it in my own post performance I see other creators say it performance I see other creators say it performance I see other creators say it but then every so often you visit a but then every so often you visit a but then every so often you visit a website and they're like hash tags it's website and they're like hash tags it's website and they're like hash tags it's the game changer and maybe it's because the game changer and maybe it's because the game changer and maybe it's because you know we publish videos about you know we publish videos about you know we publish videos about hashtags and maybe they're 5 years old hashtags and maybe they're 5 years old hashtags and maybe they're 5 years old but I look at the timestamp and I'm like but I look at the timestamp and I'm like but I look at the timestamp and I'm like and they say no this is this year yeah and they say no this is this year yeah and they say no this is this year yeah they're probably trying to sell they're probably trying to sell they're probably trying to sell something I I something I I something I I oh right hashtags oh right hashtags oh right hashtags discovery.com okay that makes sense and discovery.com okay that makes sense and discovery.com okay that makes sense and so my recommendation for you is don't so my recommendation for you is don't so my recommendation for you is don't stress about hashtags churches do this stress about hashtags churches do this stress about hashtags churches do this what what hashtags should I use and I what what hashtags should I use and I what what hashtags should I use and I just like hey even if you got it right just like hey even if you got it right just like hey even if you got it right and those were two posts where they even and those were two posts where they even and those were two posts where they even showed me hashtags I think you could showed me hashtags I think you could showed me hashtags I think you could fairly say that those were the best fairly say that those were the best fairly say that those were the best performing hashtags of the past 50 posts performing hashtags of the past 50 posts performing hashtags of the past 50 posts maybe there's another reason why maybe there's another reason why maybe there's another reason why Instagram just lumped the hashtag Instagram just lumped the hashtag Instagram just lumped the hashtag performance into other but I'm guessing performance into other but I'm guessing performance into other but I'm guessing they did that because they don't want they did that because they don't want they did that because they don't want you to be like wow wow hashtags are you to be like wow wow hashtags are you to be like wow wow hashtags are doing nothing and like completely doing nothing and like completely doing nothing and like completely abandon it altogether but they also abandon it altogether but they also abandon it altogether but they also don't want you to really push it hard so don't want you to really push it hard so don't want you to really push it hard so they're kind of like trying to in they're kind of like trying to in they're kind of like trying to in between it I'm not certain but sprinkle between it I'm not certain but sprinkle between it I'm not certain but sprinkle on top cherry on top yeah it might like on top cherry on top yeah it might like on top cherry on top yeah it might like move it 3 to 5% but it's not going to be

move it 3 to 5% but it's not going to be move it 3 to 5% but it's not going to be the substantive game changer for you you the substantive game changer for you you the substantive game changer for you you I really I mean I I I already said I I really I mean I I I already said I I really I mean I I I already said I don't know much about algorithms but I I don't know much about algorithms but I I don't know much about algorithms but I I really do believe that like in a really do believe that like in a really do believe that like in a previous era of this platform previous era of this platform previous era of this platform specifically Instagram like hashtags specifically Instagram like hashtags specifically Instagram like hashtags were an essential part of like search were an essential part of like search were an essential part of like search indexing so if I wanted to know more indexing so if I wanted to know more indexing so if I wanted to know more about like sourdough bread that like about like sourdough bread that like about like sourdough bread that like posts tagged with sourdough bread were posts tagged with sourdough bread were posts tagged with sourdough bread were it was easy for the algorithm to it was easy for the algorithm to it was easy for the algorithm to identify that this is what this post is identify that this is what this post is identify that this is what this post is about but now that like most of the about but now that like most of the about but now that like most of the posts we ingest are short form video posts we ingest are short form video posts we ingest are short form video These algorithms are indexing the actual These algorithms are indexing the actual These algorithms are indexing the actual content of the video like if you're if content of the video like if you're if content of the video like if you're if it's a voiceover or something they're it's a voiceover or something they're it's a voiceover or something they're indexing the words you say they're indexing the words you say they're indexing the words you say they're indexing keywords in your caption and so indexing keywords in your caption and so indexing keywords in your caption and so hashtags just aren't playing a role in hashtags just aren't playing a role in hashtags just aren't playing a role in search indexing anymore I don't have to search indexing anymore I don't have to search indexing anymore I don't have to go to when I'm looking for something on go to when I'm looking for something on go to when I'm looking for something on Instagram I don't have to type in # Instagram I don't have to type in # Instagram I don't have to type in # sourdo like I just type in sourdo and sourdo like I just type in sourdo and sourdo like I just type in sourdo and then once I engage with one post or one then once I engage with one post or one then once I engage with one post or one account about sourdough the algorithm account about sourdough the algorithm account about sourdough the algorithm just starts responding like my explore just starts responding like my explore just starts responding like my explore page is going to be sourdough baking page is going to be sourdough baking page is going to be sourdough baking like the hashtags don't do the heavy like the hashtags don't do the heavy like the hashtags don't do the heavy lifting the algorithms are just more lifting the algorithms are just more lifting the algorithms are just more clever now you got to say sourd less I'm clever now you got to say sourd less I'm clever now you got to say sourd less I'm getting really hungry right now but what getting really hungry right now but what getting really hungry right now but what you're observing is is really important you're observing is is really important you're observing is is really important for everyone to get what you're for everyone to get what you're for everyone to get what you're observing is the evolution of search observing is the evolution of search observing is the evolution of search engine engine engine optimization this happened on Google and optimization this happened on Google and optimization this happened on Google and Bing and ducko and those search engines Bing and ducko and those search engines Bing and ducko and those search engines a decade ago the first company we ever a decade ago the first company we ever a decade ago the first company we ever had was or the first product we ever had had was or the first product we ever had had was or the first product we ever had at our company was video announcements

at our company was video announcements at our company was video announcements for churches for churches for churches and in keeping with Pro Church tools I and in keeping with Pro Church tools I and in keeping with Pro Church tools I wanted it to have a similar naming wanted it to have a similar naming wanted it to have a similar naming structure why the Lord met me in a dream structure why the Lord met me in a dream structure why the Lord met me in a dream and he said you need to stop but back and he said you need to stop but back and he said you need to stop but back then he had not yet intervened yes he then he had not yet intervened yes he then he had not yet intervened yes he was like you know what I am I'm letting was like you know what I am I'm letting was like you know what I am I'm letting these people do too much free will okay these people do too much free will okay these people do too much free will okay like again back to that I can't allow it like again back to that I can't allow it like again back to that I can't allow it um so I bought the URL proide um so I bought the URL proide um so I bought the URL proide announcements. comom guess what it announcements. comom guess what it announcements. comom guess what it ranked for video announcements real ranked for video announcements real ranked for video announcements real quick because Google was like oh you're quick because Google was like oh you're quick because Google was like oh you're telling us it's for video announcements telling us it's for video announcements telling us it's for video announcements right it must be and in this case it was right it must be and in this case it was right it must be and in this case it was but it was really easy to game the but it was really easy to game the but it was really easy to game the system back then Google eventually system back then Google eventually system back then Google eventually evolved in how they index for search evolved in how they index for search evolved in how they index for search they became a lot more sophisticated and they became a lot more sophisticated and they became a lot more sophisticated and you didn't need to explicitly tell them you didn't need to explicitly tell them you didn't need to explicitly tell them what you were doing they would figure it what you were doing they would figure it what you were doing they would figure it out we're seeing the same thing on out we're seeing the same thing on out we're seeing the same thing on social and have seen we're already in social and have seen we're already in social and have seen we're already in this this is not exactly recent back in this this is not exactly recent back in this this is not exactly recent back in the day you would have to hashtag sourdo the day you would have to hashtag sourdo the day you would have to hashtag sourdo and then Instagram would be like oh and then Instagram would be like oh and then Instagram would be like oh bread right nowadays you can just say bread right nowadays you can just say bread right nowadays you can just say the word sourdo and now it is being the word sourdo and now it is being the word sourdo and now it is being indexed in search for that purpose think indexed in search for that purpose think indexed in search for that purpose think about how on Instagram you can talk and about how on Instagram you can talk and about how on Instagram you can talk and it will caption what you say right all it will caption what you say right all it will caption what you say right all these platforms will do that that's these platforms will do that that's these platforms will do that that's great because now we don't have to write great because now we don't have to write great because now we don't have to write out hashtags guess what else they're out hashtags guess what else they're out hashtags guess what else they're doing it's a transcription yes so they doing it's a transcription yes so they doing it's a transcription yes so they know everything you've said so they know know everything you've said so they know know everything you've said so they know if what you're saying this post is about if what you're saying this post is about if what you're saying this post is about it is actually about so I can't get on it is actually about so I can't get on it is actually about so I can't get on my post about you know why churches my post about you know why churches my post about you know why churches failed to develop volunteers # sourdo failed to develop volunteers # sourdo failed to develop volunteers # sourdo and expect I'm going to reach a wide

and expect I'm going to reach a wide and expect I'm going to reach a wide audience now all the bread lovers are audience now all the bread lovers are audience now all the bread lovers are going to learn why churches fail to going to learn why churches fail to going to learn why churches fail to develop volunteers no no Instagram would develop volunteers no no Instagram would develop volunteers no no Instagram would see right through that because they see right through that because they see right through that because they would know the content of my realiz I would know the content of my realiz I would know the content of my realiz I talk about it that was a carousel but in talk about it that was a carousel but in talk about it that was a carousel but in this case they would know the content of this case they would know the content of this case they would know the content of the real as they transcribe what I say the real as they transcribe what I say the real as they transcribe what I say because they would have an AI do it and because they would have an AI do it and because they would have an AI do it and they're indexing all that in search with they're indexing all that in search with they're indexing all that in search with the robots I mean misser misseri said it the robots I mean misser misseri said it the robots I mean misser misseri said it and you said it earlier he said there and you said it earlier he said there and you said it earlier he said there are thousands of signals that we are are thousands of signals that we are are thousands of signals that we are collecting for for an indivi I don't collecting for for an indivi I don't collecting for for an indivi I don't understand that how many how there can understand that how many how there can understand that how many how there can be thousands of signals for one piece of be thousands of signals for one piece of be thousands of signals for one piece of content but this is what we're talking content but this is what we're talking content but this is what we're talking about it's like even the words you're about it's like even the words you're about it's like even the words you're saying in your post are a signal to the saying in your post are a signal to the saying in your post are a signal to the algorithms to tell the platform what algorithms to tell the platform what algorithms to tell the platform what kind of content to kind of content to kind of content to serve uh the users and it is a game and serve uh the users and it is a game and serve uh the users and it is a game and thanks to Adam maseri for giving us a thanks to Adam maseri for giving us a thanks to Adam maseri for giving us a little bit of insight into how the game little bit of insight into how the game little bit of insight into how the game works so that we can feel better works so that we can feel better works so that we can feel better equipped to play it um but I mean it's equipped to play it um but I mean it's equipped to play it um but I mean it's not they don't play by the rules of not they don't play by the rules of not they don't play by the rules of hashtags anymore so I mean we don't have hashtags anymore so I mean we don't have hashtags anymore so I mean we don't have to prioritize anymore in our in our to prioritize anymore in our in our to prioritize anymore in our in our social Strat iies I do have one more tip social Strat iies I do have one more tip social Strat iies I do have one more tip though on how those signals work we though on how those signals work we though on how those signals work we talked about the most important ones I talked about the most important ones I talked about the most important ones I think there's actually one more think there's actually one more think there's actually one more important one that we didn't discuss important one that we didn't discuss important one that we didn't discuss well we did and that is showing skin well we did and that is showing skin well we did and that is showing skin okay because when we got to the summer okay because when we got to the summer okay because when we got to the summer and I started recording my reels in and I started recording my reels in and I started recording my reels in shorts because it's the summer and I'm shorts because it's the summer and I'm shorts because it's the summer and I'm wearing shorts I've never understood the wearing shorts I've never understood the wearing shorts I've never understood the hate that you get about wearing shorts hate that you get about wearing shorts hate that you get about wearing shorts in your videos like it's like a FAA that in your videos like it's like a FAA that in your videos like it's like a FAA that that I don't know exists because so many that I don't know exists because so many that I don't know exists because so many people are like what is this guy he's people are like what is this guy he's people are like what is this guy he's wearing shorts be like yeah it's 100 wearing shorts be like yeah it's 100 wearing shorts be like yeah it's 100 degrees out it's why yes it would be

degrees out it's why yes it would be degrees out it's why yes it would be strange if I was wearing pants strange if I was wearing pants strange if I was wearing pants yeah comment I got this week in yeah comment I got this week in yeah comment I got this week in jeans in jeans this one I'm gonna call jeans in jeans this one I'm gonna call jeans in jeans this one I'm gonna call this guy out because this was public at this guy out because this was public at this guy out because this was public at Darius T Giles on Instagram commented is Darius T Giles on Instagram commented is Darius T Giles on Instagram commented is anybody ever up in here talking about anybody ever up in here talking about anybody ever up in here talking about how thick Brady's legs are dude most how thick Brady's legs are dude most how thick Brady's legs are dude most definitely never skips leg day looking definitely never skips leg day looking definitely never skips leg day looking like a 1990s Wrangler commercial listen like a 1990s Wrangler commercial listen like a 1990s Wrangler commercial listen I'm flattered also I don't know if I'm I'm flattered also I don't know if I'm I'm flattered also I don't know if I'm flattered but if you can ethically work flattered but if you can ethically work flattered but if you can ethically work in some in some in some skin of course I'm joking it's a proven skin of course I'm joking it's a proven skin of course I'm joking it's a proven strategy of course I'm joking let's talk strategy of course I'm joking let's talk strategy of course I'm joking let's talk about how to grow though let's talk about how to grow though let's talk about how to grow though let's talk about how to actually do it so my about how to actually do it so my about how to actually do it so my Instagram has doubled this year we Instagram has doubled this year we Instagram has doubled this year we started out the year eh 40,000 followers started out the year eh 40,000 followers started out the year eh 40,000 followers we're north of 80,000 now # thanks to we're north of 80,000 now # thanks to we're north of 80,000 now # thanks to the the the thighs ah got him from my dad thighs ah got him from my dad thighs ah got him from my dad big glutes big thighs yeah ACDC they big glutes big thighs yeah ACDC they big glutes big thighs yeah ACDC they were singing about me I am that all- were singing about me I am that all- were singing about me I am that all- American Girl uh what's interesting American Girl uh what's interesting American Girl uh what's interesting about our growth is that I had been about our growth is that I had been about our growth is that I had been active on Instagram no weeks off for a active on Instagram no weeks off for a active on Instagram no weeks off for a decade and we're in a pretty small Niche decade and we're in a pretty small Niche decade and we're in a pretty small Niche relatively like church social and relatively like church social and relatively like church social and digital yes it gets bigger every year digital yes it gets bigger every year digital yes it gets bigger every year because like younger people are serving because like younger people are serving because like younger people are serving in church and they're growing up the in church and they're growing up the in church and they're growing up the same way we grew up right we're now in same way we grew up right we're now in same way we grew up right we're now in the second generation of church leaders the second generation of church leaders the second generation of church leaders and volunteers that are like yeah and volunteers that are like yeah and volunteers that are like yeah digital is important we were the first digital is important we were the first digital is important we were the first one originally and we were like please one originally and we were like please one originally and we were like please let us have a Facebook page and they're let us have a Facebook page and they're let us have a Facebook page and they're like like like what we had 40,000 followers in this

what we had 40,000 followers in this what we had 40,000 followers in this space already which means like it was an space already which means like it was an space already which means like it was an established account so for us to established account so for us to established account so for us to grow 100% to double in one year without grow 100% to double in one year without grow 100% to double in one year without dramatically changing our posting volume dramatically changing our posting volume dramatically changing our posting volume or strategy aside from like oh we have or strategy aside from like oh we have or strategy aside from like oh we have to make reals now to make reals now to make reals now um is is dramatic so what happened and um is is dramatic so what happened and um is is dramatic so what happened and this is to me where the Social Ministry this is to me where the Social Ministry this is to me where the Social Ministry mountain is so clearly demonstrated mountain is so clearly demonstrated mountain is so clearly demonstrated we'll put it back on the screen again we'll put it back on the screen again we'll put it back on the screen again the Social Ministry Mountain we did a the Social Ministry Mountain we did a the Social Ministry Mountain we did a video on YouTube called The Church video on YouTube called The Church video on YouTube called The Church Social Media Master Class it's on our Social Media Master Class it's on our Social Media Master Class it's on our main Channel if you want this actual main Channel if you want this actual main Channel if you want this actual diagram we made an entire ebook that diagram we made an entire ebook that diagram we made an entire ebook that goes along with the master class it's in goes along with the master class it's in goes along with the master class it's in there so you can take a screenshot put there so you can take a screenshot put there so you can take a screenshot put in the show notes okay great great so in the show notes okay great great so in the show notes okay great great so four levels I'll describe it four levels four levels I'll describe it four levels four levels I'll describe it four levels to the Social Ministry Mountain if to the Social Ministry Mountain if to the Social Ministry Mountain if you're listening it's still easy to you're listening it's still easy to you're listening it's still easy to remember the summit that's the top of remember the summit that's the top of remember the summit that's the top of the mountain is the the fourth level the the mountain is the the fourth level the the mountain is the the fourth level the base Mountain no weeks off we talked base Mountain no weeks off we talked base Mountain no weeks off we talked about that that has to be the constant about that that has to be the constant about that that has to be the constant every person affecting life change every person affecting life change every person affecting life change making a difference building something making a difference building something making a difference building something gaining attention online consistently gaining attention online consistently gaining attention online consistently creating great content for the community creating great content for the community creating great content for the community nonnegotiable no weeks off the next step nonnegotiable no weeks off the next step nonnegotiable no weeks off the next step up from there once we have achieved that up from there once we have achieved that up from there once we have achieved that sustainable rhythm is what we call a sustainable rhythm is what we call a sustainable rhythm is what we call a viral for me post and a viral for me viral for me post and a viral for me viral for me post and a viral for me post is simply defined as any post that post is simply defined as any post that post is simply defined as any post that you create that gets 10x the reach a you create that gets 10x the reach a you create that gets 10x the reach a normal post of yours gets so if you normal post of yours gets so if you normal post of yours gets so if you typically get 200 views on an Instagram typically get 200 views on an Instagram typically get 200 views on an Instagram reel and you get 2,000 great that's a reel and you get 2,000 great that's a reel and you get 2,000 great that's a viral for me post I had one this week

viral for me post I had one this week viral for me post I had one this week now I'm not bragging were your thighs now I'm not bragging were your thighs now I'm not bragging were your thighs exposed they uh well Darius T Giles exposed they uh well Darius T Giles exposed they uh well Darius T Giles thinks so oh no they weren't cuz I was thinks so oh no they weren't cuz I was thinks so oh no they weren't cuz I was sitt I was seated down with a computer sitt I was seated down with a computer sitt I was seated down with a computer on my lap so this means it was good on my lap so this means it was good on my lap so this means it was good content this wasn't me selling my body content this wasn't me selling my body content this wasn't me selling my body on the internet praise God so the reason on the internet praise God so the reason on the internet praise God so the reason this matters to me is because we had had this matters to me is because we had had this matters to me is because we had had a run of 1 2 3 4 four five 6 7 8 almost a run of 1 2 3 4 four five 6 7 8 almost a run of 1 2 3 4 four five 6 7 8 almost 10 reels in a row not like not 10 reels in a row not like not 10 reels in a row not like not performing modestly like they normally performing modestly like they normally performing modestly like they normally would but underperforming right which would but underperforming right which would but underperforming right which had which was brand new to the point had which was brand new to the point had which was brand new to the point where I was like okay did something where I was like okay did something where I was like okay did something change on Instagram and which is what change on Instagram and which is what change on Instagram and which is what prompted this episode uh that is correct prompted this episode uh that is correct prompted this episode uh that is correct I like did something change and and and I like did something change and and and I like did something change and and and really my takeaway here is like I don't really my takeaway here is like I don't really my takeaway here is like I don't think anything's changed I think think anything's changed I think think anything's changed I think like when you grow up 100% on Instagram like when you grow up 100% on Instagram like when you grow up 100% on Instagram in a year everyone's kind of taking in a year everyone's kind of taking in a year everyone's kind of taking notice of like hey yeah they're giving notice of like hey yeah they're giving notice of like hey yeah they're giving out free organic reach over here and so out free organic reach over here and so out free organic reach over here and so it's become a little bit more it's become a little bit more it's become a little bit more competitive but I had a post breakr competitive but I had a post breakr competitive but I had a post breakr right now it's sitting at 150,000 views right now it's sitting at 150,000 views right now it's sitting at 150,000 views it's sitting at it's sitting at it's sitting at around 5,500 likes and it's not 48 Hours around 5,500 likes and it's not 48 Hours around 5,500 likes and it's not 48 Hours old yet or it is 48 Hours old if I go in old yet or it is 48 Hours old if I go in old yet or it is 48 Hours old if I go in this is really interesting stuff right this is really interesting stuff right this is really interesting stuff right here like I mean that sincerely if I go here like I mean that sincerely if I go here like I mean that sincerely if I go into my into my into my notifications the first notification is notifications the first notification is notifications the first notification is for that post the second notification is for that post the second notification is for that post the second notification is for a post that is now 11 weeks for a post that is now 11 weeks for a post that is now 11 weeks old the third notification is for the

old the third notification is for the old the third notification is for the 11we old 11we old 11we old post and it goes on like that pretty post and it goes on like that pretty post and it goes on like that pretty much back and forth this is what a viral much back and forth this is what a viral much back and forth this is what a viral for me post does it doesn't just do well for me post does it doesn't just do well for me post does it doesn't just do well for 48 hours it has this life cycle for 48 hours it has this life cycle for 48 hours it has this life cycle because someone's following me and guess because someone's following me and guess because someone's following me and guess what Instagram's showing them my what Instagram's showing them my what Instagram's showing them my greatest greatest greatest you would your Fe the day and posts from you would your Fe the day and posts from you would your Fe the day and posts from 11s You' See's Po's Po's post yesterday 11s You' See's Po's Po's post yesterday 11s You' See's Po's Po's post yesterday today's today two days ago today's today's today two days ago today's today's today two days ago today's today's today's yesterdays that's all it today's today's yesterdays that's all it today's today's yesterdays that's all it would be and now it's like today's post would be and now it's like today's post would be and now it's like today's post 11 weeks ago today's post greatest hits 11 weeks ago today's post greatest hits 11 weeks ago today's post greatest hits from 12 weeks ago and that means that we from 12 weeks ago and that means that we from 12 weeks ago and that means that we now have this life cycle where these now have this life cycle where these now have this life cycle where these viral for me posts are giving us viral for me posts are giving us viral for me posts are giving us opportunity to grow why because we're opportunity to grow why because we're opportunity to grow why because we're reaching new audiences and that's how we reaching new audiences and that's how we reaching new audiences and that's how we get to the third level on the Social get to the third level on the Social get to the third level on the Social Ministry Mountain which we call the 10x Ministry Mountain which we call the 10x Ministry Mountain which we call the 10x growth rate growth rate growth rate the 10x growth rate is growing followers the 10x growth rate is growing followers the 10x growth rate is growing followers at 4% each month why 4% each month at 4% each month why 4% each month at 4% each month why 4% each month because 4% each month translates to 10x because 4% each month translates to 10x because 4% each month translates to 10x growth over 5 years so if you have 500 growth over 5 years so if you have 500 growth over 5 years so if you have 500 followers today if you get to that 4% followers today if you get to that 4% followers today if you get to that 4% monthly growth rate that's a 10x growth monthly growth rate that's a 10x growth monthly growth rate that's a 10x growth rate because over five years you'll get rate because over five years you'll get rate because over five years you'll get to 5,000 followers that type of growth to 5,000 followers that type of growth to 5,000 followers that type of growth for a church is dramatic I know five for a church is dramatic I know five for a church is dramatic I know five years sounds like a long time like it's years sounds like a long time like it's years sounds like a long time like it's really not because in 5 years you'll really not because in 5 years you'll really not because in 5 years you'll look back at where you were right now look back at where you were right now look back at where you were right now and be like that wasn't that long ago and be like that wasn't that long ago and be like that wasn't that long ago mhm if we were 10 times bigger on this mhm if we were 10 times bigger on this mhm if we were 10 times bigger on this platform that would make a difference platform that would make a difference platform that would make a difference why does it make a difference because why does it make a difference because why does it make a difference because that's the final level before we get to that's the final level before we get to that's the final level before we get to the top of the mountain the summit which the top of the mountain the summit which the top of the mountain the summit which we call the crossover crossover events

we call the crossover crossover events we call the crossover crossover events are where we start seeing online are where we start seeing online are where we start seeing online crossover to offline where people are crossover to offline where people are crossover to offline where people are returning visitor cards and they're returning visitor cards and they're returning visitor cards and they're exing out how' you hear about us on exing out how' you hear about us on exing out how' you hear about us on social media you're having conversations social media you're having conversations social media you're having conversations in the lobby and people are saying yeah in the lobby and people are saying yeah in the lobby and people are saying yeah I was following online before I visited I was following online before I visited I was following online before I visited in person you're a pastor we were seeing in person you're a pastor we were seeing in person you're a pastor we were seeing this one all the time we we've talked this one all the time we we've talked this one all the time we we've talked about it on the show you're out running about it on the show you're out running about it on the show you're out running your groceries and people are you a your groceries and people are you a your groceries and people are you a pastor you've been on my Instagram feed pastor you've been on my Instagram feed pastor you've been on my Instagram feed you're all over my Tik Tok feed that's you're all over my Tik Tok feed that's you're all over my Tik Tok feed that's what's happening those aren't examples what's happening those aren't examples what's happening those aren't examples those are all real stories from churches those are all real stories from churches those are all real stories from churches this is what's happening when you have this is what's happening when you have this is what's happening when you have those crossover events and you can see those crossover events and you can see those crossover events and you can see crossover events before you achieve the crossover events before you achieve the crossover events before you achieve the 10x growth rate indefinitely but once 10x growth rate indefinitely but once 10x growth rate indefinitely but once you've gotten to that point they become you've gotten to that point they become you've gotten to that point they become more and more predictable more and more more and more predictable more and more more and more predictable more and more frequent and so if you ever have a frequent and so if you ever have a frequent and so if you ever have a conversation with senior leadership and conversation with senior leadership and conversation with senior leadership and they're like like why are we doing all they're like like why are we doing all they're like like why are we doing all this you can just show them the Social this you can just show them the Social this you can just show them the Social Ministry Mountain it contextualizes Ministry Mountain it contextualizes Ministry Mountain it contextualizes everything it makes sense of it all and everything it makes sense of it all and everything it makes sense of it all and I've lived through it in the last year I've lived through it in the last year I've lived through it in the last year the churches that we work with we're the churches that we work with we're the churches that we work with we're seeing them live through it and it all seeing them live through it and it all seeing them live through it and it all just makes sense when you put it into just makes sense when you put it into just makes sense when you put it into this type of framework and we we've had this type of framework and we we've had this type of framework and we we've had people on the show who can testify to people on the show who can testify to people on the show who can testify to that as well real pastors from real that as well real pastors from real that as well real pastors from real churches who are doing the work uh churches who are doing the work uh churches who are doing the work uh trayan Camp comes to mind and Pastor trayan Camp comes to mind and Pastor trayan Camp comes to mind and Pastor Jeremy from Mosaic in Dubai folks who Jeremy from Mosaic in Dubai folks who Jeremy from Mosaic in Dubai folks who have been posting on social taking no have been posting on social taking no have been posting on social taking no weeks off for years at a time and are weeks off for years at a time and are weeks off for years at a time and are now living in the fruit of that folks now living in the fruit of that folks now living in the fruit of that folks routinely coming to their Church who are routinely coming to their Church who are routinely coming to their Church who are who are interacting with their content who are interacting with their content who are interacting with their content the message of Jesus online first it's the message of Jesus online first it's the message of Jesus online first it's crossing over over into inperson um not crossing over over into inperson um not crossing over over into inperson um not just not just a visit to a church but just not just a visit to a church but just not just a visit to a church but stories from these guys about folks who stories from these guys about folks who stories from these guys about folks who are becoming like ingrained members in are becoming like ingrained members in are becoming like ingrained members in the the family the the The Community of the the family the the The Community of the the family the the The Community of Faith because they first had an Faith because they first had an Faith because they first had an interaction with that Church online so

interaction with that Church online so interaction with that Church online so this is why this matters this is why this is why this matters this is why this is why this matters this is why playing this is why this episode matters playing this is why this episode matters playing this is why this episode matters this is why talking about algorithms this is why talking about algorithms this is why talking about algorithms matter this is why learning how to play matter this is why learning how to play matter this is why learning how to play the game matters is because you know the the game matters is because you know the the game matters is because you know the family of faith is is is what's at stake family of faith is is is what's at stake family of faith is is is what's at stake here I just want to make this abundantly here I just want to make this abundantly here I just want to make this abundantly clear that I have published Maybe 200 clear that I have published Maybe 200 clear that I have published Maybe 200 posts on Instagram this year and I'm posts on Instagram this year and I'm posts on Instagram this year and I'm going to just read through some of the going to just read through some of the going to just read through some of the view counts on them 24,000 views 22,000 view counts on them 24,000 views 22,000 view counts on them 24,000 views 22,000 these are real specifically where these are real specifically where these are real specifically where Discovery is happening for the most part Discovery is happening for the most part Discovery is happening for the most part 14,000 24,000 23,000 25,000 67,000 14,000 24,000 23,000 25,000 67,000 14,000 24,000 23,000 25,000 67,000 25,000 29,000 43 33 35 68 okay starting 25,000 29,000 43 33 35 68 okay starting 25,000 29,000 43 33 35 68 okay starting to get a sense for it only three to five to get a sense for it only three to five to get a sense for it only three to five posts have dramatically outperformed posts have dramatically outperformed posts have dramatically outperformed that I have three to five viral for me that I have three to five viral for me that I have three to five viral for me posts posts posts 500,000 views 600,000 views 600,000 500,000 views 600,000 views 600,000 500,000 views 600,000 views 600,000 views and this new one 150 it looks like views and this new one 150 it looks like views and this new one 150 it looks like it's going to be another viral for me it's going to be another viral for me it's going to be another viral for me post that's like 2 and a half% and those post that's like 2 and a half% and those post that's like 2 and a half% and those are the posts that are driving the are the posts that are driving the are the posts that are driving the growth to that 10x yeah right the 4% growth to that 10x yeah right the 4% growth to that 10x yeah right the 4% monthly growth threshold which we have monthly growth threshold which we have monthly growth threshold which we have surpassed in a big way this year but we surpassed in a big way this year but we surpassed in a big way this year but we really just want that to be the Baseline really just want that to be the Baseline really just want that to be the Baseline for growth has been achieved by three to for growth has been achieved by three to for growth has been achieved by three to five of the 200 posts so you might be five of the 200 posts so you might be five of the 200 posts so you might be thinking like like okay so like why am I thinking like like okay so like why am I thinking like like okay so like why am I doing all this posting because you only doing all this posting because you only doing all this posting because you only get those 3 to five by posting all 200 get those 3 to five by posting all 200 get those 3 to five by posting all 200 the no weeks off is the prerequisite you the no weeks off is the prerequisite you the no weeks off is the prerequisite you know Alex said you'll get immediate know Alex said you'll get immediate know Alex said you'll get immediate feedback on stories you won't unre you feedback on stories you won't unre you feedback on stories you won't unre you don't know which one is going to take don't know which one is going to take don't know which one is going to take off the poor performance these last few

off the poor performance these last few off the poor performance these last few weeks I'm like what is happening I love weeks I'm like what is happening I love weeks I'm like what is happening I love these posts why are these ones not I these posts why are these ones not I these posts why are these ones not I can't even right right I just got to no can't even right right I just got to no can't even right right I just got to no weeks off keep showing up and growth weeks off keep showing up and growth weeks off keep showing up and growth will come from there so good hopefully will come from there so good hopefully will come from there so good hopefully we have contextualized and only we have contextualized and only we have contextualized and only mispronounced a couple of times the mispronounced a couple of times the mispronounced a couple of times the Instagram algorithm and how they're Instagram algorithm and how they're Instagram algorithm and how they're changing thank you as always for your changing thank you as always for your changing thank you as always for your time attention and Trust we will be back time attention and Trust we will be back time attention and Trust we will be back next week the best part none of this is next week the best part none of this is next week the best part none of this is speculation the head of Instagram speculation the head of Instagram speculation the head of Instagram literally came out and did something literally came out and did something literally came out and did something about about about it it it explain the best part well none of this explain the best part well none of this explain the best part well none of this is speculation the head of Instagram is speculation the head of Instagram is speculation the head of Instagram literally came out and explained literally came out and explained literally came out and explained how