 If you run Instagram ads to reach a warm audience, you might wanna be careful about using IG Reels, Instagram Reel videos, because even a three second view of a real video or any Instagram video will count towards that person being part of your warm audience. And the problem is at this time, Instagram Reels gets a lot more exposure in the Instagram algorithm of random people, people who aren't even necessarily part of your own audience through the explore tab on Instagram. So let me go ahead and show you some proof here, right here on the screen, and then I'll show you my Instagram app. So if you go to Facebook ads manager and click on create audience and cluster audience, and assuming you've already set up your Instagram connection to your Facebook ads, if I go to video, okay, and then I choose people who have viewed at least three seconds of my video, and I click choose videos, I'm able to choose, excuse me, Instagram business profile, I choose my Instagram. And this one is, for example, is a six minute 45, six minute 45 second video. This is a longer, it's an IGTV essentially, right? And then down here, I think this was a story that I might have removed anyway, three views, that's fine. So 169 three second views, right? So this has 169 people who are, who have been considered part of my warm audience based on this video. Let me keep going here, 229 views, okay, nine minute video. Okay, one minute, less than one minute video, this is an Instagram reel, 2,109 views, 2,109 three second views. So even if that person watched for three seconds, okay, 2,000 people, okay, even if they just watched, if some of those watched it for three seconds and decide that they don't like my energy, they don't like my style or whatever, and they don't ever want to see me again, they are still roped in to my Instagram warm audience so that when I run Facebook ads or Instagram ads, my warm audience, those 2,000 people all get roped into that. So it's quite unfortunate how, you know, Facebook and Instagram has done it. Let me go ahead and show you my Instagram app now so I can show you why the reel rops in a bunch of people who might probably aren't the warm audience. So let me go ahead and share my phone screen right now with you and first of all, say hello to my dog buddy and let's go to Instagram right now. And here on Instagram, what you're gonna see are my long videos which are the first two in the grid on my long videos. These are like, you know, six to 10 minutes long. So let me go ahead and show you. So for example, this first one, how to get consistent client referral, let me click on that one. Okay, so this is one of my long videos. I'm gonna click on share view insights rather, give me one second here. Gonna click on view insights, okay? And then here you could see that I have reached 331 accounts. So I have somewhere around 5,000 to 6,000 Instagram followers. I reached 331 accounts with this video. There were a hundred and you could see 169 here on the top, on the middle left here, 169. So just about half, right? Yeah, more than, just more than half of the accounts that I reached, watch the video. And out of the 169 views, I got 41 likes. So let me just do some quick math on that. 41 likes to buy that 169 is 24% of the viewers of this video clicked like, okay? So that's 24%. Now let me go to the Instagram reel, okay? The third one is the one that's less than one minute. It's an IG reel, okay? So let me go ahead and click on the three dots on the bottom right. And I'm gonna click on view insights. Here we go. Let's check this out. Almost 4,000 accounts reached. Now I'm going to guess that many of them are not my followers, right? And 3,991 plays and only 150 likes. Now let's do the numbers here. 150 divided by 39, which is even the accounts reached. 150 likes divided by how many accounts were reached. That's less than 4%, just about 4%. Compared to the 24% likes of the longer video of those who watched it. So what this is telling us is that the reel, a bunch of people watched it, very few of them resonated with my energy and my message and very few of them percentage wise liked it. And yet still we saw earlier on my screen. Let me go ahead and share my computer screen again. It's logging 2,000. Now that's really interesting. Even though 3,000 people viewed the video, 2,000 of them reached the three second mark. So I guess some of them watched it for one second and say, this is not my guy. But 2,000 of them, 2,100 of them watched it for three seconds or more and only 150 out of 2,109. So 7% likes compared to earlier I showed you. I showed you this video, 169 likes and 40 likes. Or sorry, 40 likes out of 169 views is 24%. So 7% here likes versus 24% likes. So again, what this means is that this basically gets three times more reach, sorry, three times more likes ratio wise compared to the reel. Long story short, a bunch of the people watching my reel are not my, you know, anywhere near my true fans. They watched one second or three seconds decided it wasn't for them. And yet going forward, at least for the next year, right? Because that's how the warm audience works is one year warm audience, they're going to, now I can define my warm audience as 30 days, 90 days, et cetera, that's fine. But still a bunch of them who are not really true fans of mine are gonna, I'm gonna have to keep spending money reaching those warm audience members. So this is why going forward, I'm not going to use Instagram reels anymore. I might test it once in a while. And again, I will test it and look at the numbers, but I'm not gonna use it on a regular basis. I'm still gonna use the carousel posts on Instagram, which you see me use on Instagram and the longer videos. And both of those tend to have a much higher percentage of likes per the accounts reached. So I hope this is helpful. And if you have any comments, suggestions to add to this or questions, go ahead and put that below. Thanks.