WHY AUDIO MATTERS FOR INSTAGRAM REELS ENGAGEMENT, AND HOW SCHEDULING IT ACTUALLY HELPS

Summary from the TLDR Marketing newsletter

Instagram uses Reel audio as a distribution signal, so brands should monitor rising sounds and publish during the early adoption window before trends peak. Similar videos can see very different reach depending on the audio choice, making real-time trend tracking more effective than planning content too far in advance. Teams should leave room in their calendars to adapt as new sounds gain momentum.