Why finding the right music for reels is one of the biggest challenges for content creators on Instagram
Ankita Shrivastav calls the process of finding the right audio to go with her Instagram posts “a family affair”.
“Everyone pitches in with suggestions, and when I don’t pick their choice, I end up sending apology notes,” says the Mumbai-based actor and standup comedian. She thanks them for at least keeping her up to date with the latest trends in music. Known as @filmychokri on Instagram, where she has nearly 600,000 followers, Shrivastav admits that the music selection process has sometimes delayed the uploading of her posts by 20 to 40 minutes.
“It’s not just about picking a track,” she says. “It has to be aesthetically right, it has to match the story you are trying to tell in the Reel and match the story that’s going on in the world at the time… It has to be today and trending.”
Searching for the perfect audio to go with your content feels more like finding a life partner, Shrivastav adds. “So many boxes to check, so much pressure to get it right.” While idea blocks and monetisation may be their biggest challenges, on a day-to-day basis, many creators struggle to simply find the right audio to complement their content. It’s not just about music enhancing the content; the platform now explicitly tells them that an audio companion will amplify their reach.
Last week, Adam Mosseri, head of Instagram, posted a Reel explaining why he recommends that users incorporate audio in their posts.
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