Alex Ruber, co-founder of the relationship app "Candle," has revealed a significant insight into social media algorithms, specifically regarding Instagram Reels. Ruber, who describes "Candle" as "the Duolingo for relationships," discovered that manually uploading content directly to Instagram, even if identical to a previously flopped scheduled post from TikTok, dramatically improves reach and engagement. This finding highlights the platform's preference for native content.
Ruber initially utilized a post scheduler to automatically share content from TikTok to Instagram, a common practice for creators seeking efficiency. However, this strategy proved ineffective for "Candle," with the Instagram posts "completely flopp[ing]" despite efforts to warm up the account. This suggests that Instagram's algorithm may penalize content identified as cross-posted or originating from other platforms, particularly if it carries watermarks or is not uploaded natively.
In a pivotal move, Ruber created a new Instagram account, warmed it up from scratch, and manually reposted the exact same TikTok video without any edits, song changes, or hashtag alterations. This manual approach led to the content "starting to take off again," demonstrating the algorithm's favor towards direct uploads. Ruber also observed that "reels sometimes takes longer to really pick up," indicating a potential delay in organic reach for some content.
"Candle," developed by Ruber and Parth Chopra, aims to help couples and friends maintain connection through "1-minute daily rituals that bring back presence, play, and curiosity." Ruber, a former software engineer at Apple and NASA JPL, has a background in developing mobile applications, including the music discovery app Smores and the AI-powered search engine Encore. The app's concept leverages gamification to foster emotional momentum in relationships.
This experience offers a crucial lesson for content creators and businesses: while cross-posting can save time, platform-specific content strategies, including manual uploads and adherence to native features, are often essential for maximizing organic reach. Instagram has previously indicated a preference for original content created within its app, often downranking videos visibly recycled from other platforms. The beta version of the "Candle" app is currently available for download.