An Instagram Algorithm Explainer
One of the most critical aspects of the Instagram platform is its algorithm, a complex system that determines what content appears in each user's feed. The first thing to realize is that Instagram doesn’t have a singular algorithm that oversees what people do and don’t see on the app. Instead, the platform uses a variety of algorithms, classifiers, and processes. According to Instagram:
“Each part of the app – Feed, Stories, Explore, Reels, Search and more – uses its own algorithm tailored to how people use it. People tend to look for their closest friends in Stories, use Explore to discover new content and creators and be entertained in Reels. We rank things differently in these different parts of the app, and have added features and controls like Close Friends, Favorites and Following so you can further customize your experience.” Source.
Regardless of the part of the app that users are spending time with, the elements that are measured are the same. But because each part is used a little differently by each user, the displayed results can be different by part.
Here is what the algorithm takes into consideration:
Your Activity
User Engagement: The Instagram algorithm prioritizes content based on user engagement. This includes likes, comments, shares, and views. The more engagement a post receives, the more likely it is to appear in other users' feeds. Interestingly, the speed at which a post receives engagement can also influence its visibility. Rapid engagement shortly after posting can signal the algorithm that the content is of high interest, thereby boosting its reach.
User Behavior: Instagram tailors each user's feed based on their past behavior. The algorithm considers which accounts you interact with most frequently, the types of posts you like or comment on, and the content you search for. This personalized approach ensures that users see more of what they're interested in, making their experience on the platform more engaging and enjoyable.
User Search & Share Activity: When you search for certain profiles frequently or share posts directly with other users, the algorithm takes note. This behavior signals interest, and as a result, content from those profiles may appear more frequently in your feed.
Post Info
Timing: Although not as critical as it was in the days of the chronological feed, timeliness still plays a role in the Instagram algorithm. Recent posts are more likely to appear in your feed compared to older content. This encourages users to post regularly to maintain visibility.
Video: Instagram has increasingly emphasized video content, with features like Reels and IGTV. Video posts, especially those that retain viewers for a more extended period, tend to perform well under the algorithm. This reflects a broader trend across social media platforms, where video content often garners higher engagement.
The Instagram algorithm is a sophisticated system that personalizes user experience based on engagement, behavior, timeliness, and content preferences. For content creators and businesses, understanding and adapting to these factors is crucial for maximizing visibility and engagement on the platform. Regularly engaging with your audience, posting consistently, and embracing new features and content types (especially video) are key strategies for success on Instagram. Remember, algorithms are constantly evolving, so staying adaptable and informed is essential in the ever-changing landscape of social media. If you’d like to talk more about how to make sure your content is reaching the right audience on Instagram, let’s chat!
