Chapter 05 · Half the algorithm
Trending
Audio.
Audio is half the algorithm. It tells the platform what kind of reel this is — and it sets the emotional tone for the viewer. Both matter.
Research it before you film, not after.
The five places to find trending audio.
Search inside Instagram.
Go to Reels → tap any reel → tap the audio name. The audio detail page shows you the upward arrow icon if it's trending. Save it immediately, before you film. The trend window is usually 7–14 days. Miss it and you're late.
Watch your own feed.
The algorithm knows your niche. If you see the same audio across multiple reels in one scroll session — three, four times in 15 minutes — it's trending in your space. Use it.
Check TikTok first.
Trends reach Instagram 5–10 days after TikTok. Use something on TikTok today and you'll be early on Reels by the end of the week. Even if you don't post on TikTok, scroll it as research.
Watch creators outside your niche.
Look at creators in adjacent niches — hospitality interiors, food, fashion — not just travel. Audio crosses niches before it saturates within them. You'll find your next reel's audio in a fashion creator's feed three days before every travel advisor in your network uses it.
The Reels Top Charts.
Instagram surfaces a "trending" tab in the audio panel of Edits. Browse the top 20 each Monday morning. Save anything that fits any of your future content ideas.
Build a saved audio library.
This is the single habit that separates the advisors who post weekly from the ones who post sporadically.
When you're not filming, you should still be saving audio. Set a phone reminder — five minutes every morning. Open Reels, scroll for five minutes, tap Save on anything with an upward arrow that fits your content. By the time you sit down to film, you'll have 10–15 options pre-curated.
The wrong filter
Picking audio you personally like.
The right filter
Is it trending right now, and does it match the energy of the visual?
A calm, beautiful destination clip needs understated audio. A hot take or reaction needs something punchier. Energy alignment is not optional — when it's off, even viewers who can't articulate why will scroll on.
The audio decay curve.
Trending audios have a lifecycle. Roughly:
- Days 1–3 Early. High reward, lower competition.
- Days 4–10 Peak. Maximum reach if used well, but everyone is on it.
- Days 11–14 Late. Diminishing returns. The audio is starting to feel tired.
- Day 15+ Dead. Don't use it.
You can use a dying audio if your concept is strong enough, but the audio won't carry you. Treat it as decoration, not propulsion.
The wrong filter
Most advisors pick audio they personally like. That's the wrong filter. Pick audio that is trending right now and matches the energy of your visual. Your taste is irrelevant here — your viewer's attention is everything.