toolkit · rubric · printable
Reel trend evaluation checklist: a 20-point scoring rubric
By Influish Editorial Team · Published · Last updated
Short answer
printable Use your browser’s print command (Ctrl + P or Cmd + P). Navigation and footer are hidden in print, and the rubric fits on one page.
Why score trends instead of just using judgement?
Judgement is still doing the work — a rubric just makes it visible and consistent. When two researchers score the same trend and get 15 and 9, the gap tells you exactly which criteria they disagree on. Over weeks, scores also let you check your own calibration: did the trends you scored 14 or more actually take off? The rubric is designed to be used with the evidence you already collected in the trend documentation template.
What is in the rubric?
| # | Criterion and question | 0 | 1 | 2 | Score |
|---|---|---|---|---|---|
| 01 | GrowthDid the reuse count (or example count) rise between two dated checks? | One check only, or flat | Modest rise | Clear, fast rise across 2+ checks | |
| 02 | Creator diversityAre unrelated creators using it? | One account or one network | A few unrelated accounts | Many, of different sizes | |
| 03 | Niche spreadHas it crossed into more than one niche? | One niche | Two niches | Three or more | |
| 04 | AdaptationAre people adapting it, not just copying? | Exact copies only | Some variations | Many local, niche or language versions | |
| 05 | Cross-platformDoes it appear elsewhere without simple cross-posting? | Not found | Seen once elsewhere | Clearly present on another platform | |
| 06 | Comment signalsDo comments show intent to copy or share? | Generic or bot-like | Some song or template requests | Frequent requests, tagging, 'doing this' | |
| 07 | OriginalityIs the evidence mostly original posts, not reposts? | Mostly reposts or watermarked copies | Mixed | Mostly original posts; origin traced | |
| 08 | Organic vs paidIs adoption organic rather than a coordinated campaign? | Clearly coordinated or paid | Some paid or agency activity | No signs of coordination | |
| 09 | TimingIs it early enough to act on? | Declining or residual | Peak / saturated | Emerging or rising | |
| 10 | Audience fitDoes it fit the audience, language and region of your brief? | Poor fit | Partial fit | Strong fit | |
| Total (out of 20) | |||||
What do the score bands mean?
| Total | Meaning | Action |
|---|---|---|
| 0–7 | A sighting, not yet a trend | Keep the row; status watch only if growth or diversity scored above 0 |
| 8–13 | Plausible trend, evidence incomplete | Recheck within 48 hours; look specifically at the criteria that scored 0 |
| 14–20 | Well-evidenced trend | Include in the report with stage, evidence and confidence |
Which red flags override the score?
Some trends score high precisely because they are shocking. If any of the following apply, do not recommend the trend for content, whatever the total. Record it with status report only if your brief asks you to monitor risks, and label it clearly.
- Encourages a dangerous stunt, self-harm, or risky behaviour
- Mocks, targets or identifies a private individual or a vulnerable group
- Built on misinformation, a fake quote, or a manipulated clip
- Depends on copyrighted footage or music in a way your client cannot license
- Sexualises minors, or features children in ways their guardians may not have chosen
- Is a scam, giveaway bait or engagement farming
How do you score the tricky criteria?
Originality (criterion 07)
Instagram says it is less likely to recommend reposts of Reels already on Instagram, content with noticeable watermarks and accounts that regularly collect and reshare others’ content (Tips for Improving Your Reach). For scoring, that is a reason to look past aggregator pages: if most of your examples are reposts, you have not yet shown that creators are adopting the trend. Score 2 only when most examples are original and you have found, or made a serious attempt to find, the earliest post.
Timing (criterion 09)
Take this straight from your lifecycle call in the trend analysis guide. Emerging and rising both score 2, because both are actionable; peak scores 1 because a fresh angle can still work; declining and residual score 0.
Growth (criterion 01)
One observation always scores 0, however big the number. Instagram describes Reels being shown first to a small group of non-followers and then to wider audiences when they perform well (Instagram for Creators, February 2025), so a single Reel’s reach can jump quickly without any trend existing. Two dated counts are the minimum.
Audience fit (criterion 10)
Your feed is personalised by your own activity (Instagram Ranking Explained). Ask whether the examples come from the languages, regions and niches your brief targets, not whether the trend feels big to you.
What should you double-check before submitting?
- At least two dated observations are recorded in the log
- Every example link opens and points to a public post
- The example used in the report is an original post, not a repost
- Paid-partnership labels and shared agencies have been checked
- The lifecycle stage and confidence level are stated
- Every red flag has been considered and recorded as “none” or named
- No estimate is presented as platform data
- The score and the report wording agree (no “huge trend” at 9/20)
New to the signals behind each criterion? Read how to identify viral Reels, then fit the checklist into your daily research routine.
Sources
All links opened and checked on 6 November 2026.
- Instagram (Adam Mosseri) · 31 May 2023Instagram Ranking ExplainedOfficial explanation that Instagram uses several algorithms, classifiers and processes rather than one; lists Reels and Explore signals in rough order of importance.
- Instagram for Creators · 31 May 2023Tips for Improving Your ReachStates Instagram is less likely to recommend reposts of Reels already on Instagram, content with noticeable watermarks, or accounts that regularly collect and reshare others' content.
- Instagram for Creators · 26 February 2025Improving how Reels are ranked and recommended (Helping creators of all sizes break through)Describes Reels being shown first to a small audience of non-followers, with the best-performing Reels then shown to progressively wider audiences.