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Did you know that the average Instagram account now reaches 50% more followers than it did when the Instagram feed was chronological? This is the power of the Instagram algorithm, with its primary goal being to connect users with their target audience. It is designed to show you what you want and when you want it.
To get your posts noticed on Instagram, you first need to understand how the algorithm works, as it will help boost your post’s visibility, engagement, and overall growth on the Meta platform. In this article, we provide a comprehensive overview of the Instagram algorithm and offer strategies to maximize your reach.
What is the Instagram Algorithm?
The Instagram algorithm is a constantly evolving system that determines what is displayed in a user’s feed. It controls what users see, based on their personal interests, which are monitored over time on the app.
It also helps personalize feeds, increase engagement, and keep users on the app. This means if you can learn how Instagram ranks posts and utilize the algorithm well, you can boost your engagement metrics in the long run.
How Does the Instagram Algorithm Work?
At its core, the algorithm analyzes user behavior—such as likes, comments, shares, time spent, and accounts followed. These Instagram algorithm factors help predict what content will interest each user the most.
Based on these signals, Instagram scores posts and determines placement across feeds, Stories, Explore, and Reels. In short, the algorithm controls how Instagram decides what you see, ensuring your feed feels personalized. The more you engage, the more accurately Instagram curates content to keep you scrolling.
Major Instagram Algorithm Ranking Factors
The following are the key ranking signals influencing the Instagram algorithm:
Engagement Metrics
The Instagram algorithm favors posts with an increasing number of likes, comments, shares, and follows. It shows that the content is relevant and liked by many, leading to a higher feed ranking.
Post Timeliness
Fresh content is often prioritized by the algorithm, which means recency and post time slots matter. This can result in more early engagements, attracting even more users.
Content Relevance
Relevant content is simply content that aligns with audience interests. Once the algorithm notices this, it will rank the post higher in feed posts and the Explore page.
Content Type Preferences
Having a variety of content can give you a chance on the algorithm’s priority list. This includes content formats like photos, videos, features, or carousel posts, helping you create a mix of content.
App Usage Patterns
Key signals such as watch time, session time, and frequency on Instagram posts show that the content is valuable. This means it can be recommended to more users.
User Interaction
The Instagram ranking system values consistent engagement signals. If a person regularly interacts with an account, the algorithm is more likely to recommend that account’s content to them frequently.
How Does the Instagram Algorithm Work on Feed Posts?
The Instagram feed algorithm prioritizes content based on user interaction history, which includes key metrics such as likes, comments, and shares. These engagement metrics show how valuable the content is to have gathered that level of interaction. As a result, the algorithm picks interest and recommends it to even more people who might be interested.
Another important factor is the information about the post, which includes the post’s recency. A more recent post will likely be shown first when you open your Instagram app, so you can interact with it immediately and pull others in.
This is often paired with the information about the person who posted. For example, an influencer with over a million likes who gets lots of engagement on their posts has a better chance of their content being recommended on more Instagram users’ feeds.
The major factor often considered is the overall user interest. If someone has shown interest in a kind of content through likes, comments, shares, and saves, the Instagram algorithm will show them similar content and also content from pages they interact with the most. Instagram feed posts are based on the combination of all these elements, ensuring every user sees what interests them.
How Does the Instagram Reels Algorithm Work?
The high level of engagement Instagram Reels get can be traced back to how the algorithm works. It favors these short-form videos based on key elements such as user activity, information about the reel, information about the person who posted the reel, and user interaction history.
If a user has been found to interact with certain reels, chances are that they will begin to see more of such content on their Reels tab. These reels aren’t always from accounts followed, but simply based on shared interests. The algorithm also promotes reels based on entertainment value, engagement potential, and trends.
In many cases, trending audio tracks take the lead. By using a popular Instagram sound, you tap into an existing audience, and your content automatically gets shared with them, whether or not they follow you.
Also, if a Reel is popular, you will likely see it on your feed, as it shows that more people find it valuable. There are additional ranking points if it doubles as highly engaging content.
How Does the Instagram Story Algorithm Work?
Instagram Stories are ranked based on user interactions such as views, replies, and direct messages. The stories aren’t shown in a chronological order but rather based on these factors. For example, you will likely see Stories from close friends and frequently engaged accounts first before others with whom you hardly connect.
The viewing history is important. If a user has been found to view your Stories more often, the algorithm singles out the closeness and determines that they would enjoy seeing more of such content. This automatically places your account above all others, getting your stories more views in the long run.
Another important factor is the engagement history. The algorithm looks at how often a user interacts with an account, measured through taps, replies, reactions, or even profile visits after viewing a Story. With more regular engagement, the user sends a signal that they are interested. On the flip side, low engagement with an account would show weak interest, and the algorithm will limit how often such content or account is recommended to the user.
How Does the Instagram Explore Page Algorithm Work?
The Instagram Explore page is designed to show tailored content based on past user behavior. This means you get to see Instagram posts in line with your interests and previous activity on the app. Key factors considered include information about the post, the user’s interaction history, and information about the person who posted.
If a post is popular with lots of engagement, it tells the algorithm that it’s something more people would enjoy seeing. This automatically increases its chances of earning a place in the Instagram explore page. This is also tied to how well the user has interacted with the post in the past, or even with similar content.
The more you engage with such content, the more your Explore page will be filled with similar posts. The person who posted the content equally contributes to how the post ranks, which mainly depends on how often you’ve interacted with the account in recent times.
7 Best Practices to Beat the Instagram Algorithm
The following tips will guide you on how to beat the Instagram algorithm and widen your reach:
1. Post Consistently
Posting frequency is crucial when trying to compete in the Instagram ranking system. By sharing regular content, you signal to the algorithm that your page is active and you look forward to more engagement. This makes your content constantly prioritized, extending your reach to more users.
In addition to how often you post, timing is also key. Research shows that posting when your audience is most active can significantly increase engagement. Generally, the best times to post on Instagram are during lunch hours (around 11 AM to 1 PM) and in the evenings (around 7 PM to 9 PM).
Fix a schedule that works best for you. You can post 1-2 times a week or 3-4 times a week. More importantly, set a content calendar, so you can stay consistent and never run out of things to post. Also, maintain quality while at it so that you can gain more loyal Instagram followers.
2. Use all Instagram Features (Reels, Stories, Feed, Lives)
Instagram has several features that you can use to your advantage, including Instagram Reels, Stories, Feed, and Live. With these features, you are several steps closer to connecting with your target audience. While many users may not interact with feed posts, they will most likely find you via Stories or IG Live. Creating content across all fields gives you that exposure.
Be deliberate about diversifying your content. For example, you can share more carousels and infographics on your feed, then use Stories or Reels for behind-the-scenes content and telling the story behind your brand. IG Live can be used for Q&A sessions, where you get to interact directly with followers.
3. Add Relevant Instagram Hashtags
Connect with more users globally, especially your target audience, by using relevant Instagram hashtags in your post. This helps you tap into an audience already following these hashtags, making it easier for them to find your content.
For more effective results, use a combination of broad and niche-specific hashtags. This allows you to gain more visibility, connecting you with a larger audience and users genuinely interested in your content. Find popular and trending hashtags, and you can also insert relevant keywords to appear in search results.
4. Tag Locations
Instagram location tags help improve search visibility and can be an easy route for your posts to be discovered. This means you can be found through location-based searches and the Explore page, helping you gain more likes, comments, and shares.
Before publishing your post, add a location tag to signal to others in the exact location or those interested that you’ve made a post around their interests. This enhances your local SEO, enabling you to promote your brand and business within that region effectively. Over time, you’ll start to connect with the locals while inspiring your followers to visit the same place.
5. Encourage Saves, Comments, and Shares
As your engagement metrics grow, your audience also grows. With more likes, comments, shares, and saves on your posts, you have a better chance of getting viral status on Instagram by attracting more viewers. A lot of people prefer to interact with a post that already has existing engagement rather than one with little to no interaction.
You can add a catchy call-to-action (CTA) in your post, encouraging your followers to interact. It could be as simple as “What do you think about this? Share your opinion in the comments”, or “Don’t forget to share this post with someone!”. You can also run contests and giveaways to entice more users to your page.
6. Focus on Niche and Audience Connection
Rather than creating content for a general audience, you can narrow it down and focus on a specific group of people who would find your content appealing. By having a narrowed niche, you can create content as an authority and grab more attention from users interested in the same field. Also, be intentional about the quality of your content, so you can easily connect with your audience.
Find a topic you’re familiar with or passionate about. For example, if you enjoy discussing marketing, you can create more content around that topic and pair it with trending discussions on the same subject. The same applies if you run a business; focus on your niche and share posts that appeal to your target audience.
7. Analyze Instagram Insights Regularly
As much as you apply all the tips shared in this article to beat the Instagram algorithm, you also need to monitor your progress regularly. This tells you how your posts have performed over time, including what you may be doing right or wrong.
Check your Instagram analytics on individual posts and in your overall analytics page. Look out for key metrics such as reach, impressions, engagement rate, follower growth rate, website clicks, audience demographics, and more. Use this data to refine your content marketing approach and better cater to your audience.
Turning the Algorithm Into Your Advantage
The Instagram algorithm helps users find relatable content that appeals to their interests, but how do you ensure this benefits you as a creator? This article enables you to understand how this social media platform works and what to do to beat the algorithm on all ends.
You can experiment with all the tips shared in this article to connect with your target audience in the long run. Find what works for you and stay consistent as you boost your overall Instagram presence.
