✉️ Welcome to the BPM Newsletter - Business, Performance, Marketing insights for DJs and creative entrepreneurs
Instagram just gave you the keys to discovery (but you need to know how to drive)
On January 13th, Instagram rolled out something massive: "Your Algorithm" - manual controls that let users tell Instagram exactly what they want to see in their Reels feed.
For the first time ever, your ideal audience can explicitly request "Music & Audio" content, and Instagram will show them more DJ sets, music production, and track breakdowns.
But here's what I'm seeing this week: DJs celebrating the feature without realising they're still invisible to it. Because even if someone manually requests DJ content, Instagram still needs to know YOU create it.
THIS WEEK'S INSIGHT:
Instagram's new algorithm controls are partially crowd-sourced. Users can now go into their Reels feed, tap the slider icon (top right), and manually add or remove topics:
How the feature works:
- Tap the slider icon in Reels feed
- Add topics you want more of (Music & Audio, Sports, Food, etc.)
- Remove topics you're tired of seeing
- View examples of each category
- Choose 3 top interests for your 2026 feed
When someone marks "Music & Audio" as high-interest, Instagram prioritizes showing them music-related Reels. That's your golden ticket - IF Instagram knows you're a DJ.
The reality: Social Media Today's analysis points out that while people want these controls, most won't actually use them. But the ones who DO? Those are your highest-intent audience - music lovers manually curating for DJ content.
The problem: If your captions say nothing, your hashtags are generic, and your profile doesn't scream "music," you won't show up - even for people actively requesting DJ content.
THE BREAKDOWN:
Instagram's AI categorises your content based on signals YOU give it. Here's what matters:
Signal 1: Caption Keywords
❌ Weak caption: "Friday vibes 🎧"
(Instagram doesn't know if this is lifestyle, fashion, or music)
✅ Strong caption: "Breaking down this soulful house track from last night's set - watch the bassline shift at 122 BPM"
(Clear Music & Audio signals: house, track, set, BPM)
Use natural language that includes:
- Genre names: house, techno, soulful, deep
- Music terms: BPM, track, mix, set, transition, blend
- DJ-specific content: mixing tips, gear reviews, track IDs
Signal 2: Hashtags (3-5 specific ones)
❌ #music #vibes #lifestyle (too generic)
✅ #housemusicDJ #DJlife #soulfulhouse (category-specific)
Signal 3: Profile Clarity
❌ "DJ 🎧 Living the dream ✨"
✅ "Soulful House DJ | 35+ years | Fridays on Beach Grooves Radio"
Signal 4: Content Consistency
Posting DJ sets one day, gym motivation the next, travel content after that? Instagram can't categorize you. Pick 2-3 music-focused themes and stick to them for 30 days minimum.
FOR DJs:
Audit your last 5 Reels captions. Do they include clear music keywords? Would Instagram's AI know you're a DJ?
This week, rewrite your next 3 captions to include natural music language: genre names, music terms, DJ-specific content. Not keyword stuffing - just honest language about what you're creating.
Action step: Go use the feature yourself. Tap the slider icon in your Reels feed, explore "Music & Audio" examples. Understanding how users control their feed helps you optimise your content.
FOR BUSINESS OWNERS:
Same principle applies. Use explicit keywords that match your niche: "Instagram strategy," "social media for creatives," "content marketing for DJs."
Instagram is now matching user interests (manual selections) with creator content (your keywords). Be clear about what category you serve.
FOR EVERYONE:
This update rewards niche clarity. Stop trying to appeal to everyone. Own your category, use clear language in your captions, and let Instagram connect you with people who explicitly want what you create.
The algorithm is listening to what users want. Make sure it knows what you offer.
WHAT'S SPINNING:
Tool:InShot Video Editor - If you're creating Reels on your phone, InShot is a game-changer for quick edits. Trim clips, add text overlays, adjust speed, and layer music tracks without needing a laptop. Perfect for editing DJ set clips or behind-the-decks content on the go. Available free on iOS and Android (pro version removes watermark).
Trend to watch: Instagram is rolling out cross-linking in the Edits app - you can now link to other IG accounts and Reels directly from clips created in Edits. This means more seamless content collaboration and easier ways to tag venues, other DJs, or brands in your edited videos before posting.
Account inspiration: @samdivinedj - Consistent music content, clear positioning, and a feed that immediately tells you what she's about. Her Reels include track breakdowns and behind-the-booth content that's highly shareable. Great example of niche clarity that Instagram's algorithm loves.
THE SPIN:
This is Week 2 of The SET Formula breaking down "E" - Execution. Instagram gave users the controls, now you need to execute content that triggers the right category signals.
Next week, we're diving into Transaction - how DM strategy and conversion tactics turn discovery into bookings.
Want the complete strategy for positioning yourself, executing consistently, and converting followers into paid gigs?
Keep your business on tempo,
Paul Hutchinson
Estepona, Spain, 35 years deep in soulful house
P.S. - This Friday I'm on Beachgrooves Radio 11-12 CET with a fresh soulful house mix. Perfect soundtrack for your bio rewrite session.
Listen again to last weeks show here:
