How the Instagram Algorithm Works (and How To Use It to Your Advantage)

With around 2 billion active users, Instagram is a must as part of your digital marketing strategy. Learning how the algorithm works helps you connect with your target audience and make your digital media strategy more effective. When you understand the algorithm, you can hack it to get more views and attract more potential customers. 

Let’s explore the secrets behind the Instagram algorithm and how you can make it work for your social media management strategy. 

Understanding the Instagram Algorithm

How does the Instagram algorithm work​, and how can you master it to improve engagement? Let’s start with the basics.

Although people refer to “the algorithm,” Instagram actually has more than one. The app has separate algorithms to determine what to show in your Feed, Stories, Explore page, and Reels. By using separate algorithms for each feature, Instagram curates a unique experience for each user to serve them the type of content they’re most likely to engage with. 

How the Instagram Algorithm Affects Engagement

Instagram’s algorithms show each user relevant content based on their activity. If a post goes viral, Instagram shows it to a wider range of users. In general, the algorithm shows your posts to people who are already following you, looking for related content, or following other accounts with similar posts. 

When your posts get higher audience engagement, Instagram shows them to more users. 

Key Components of the Algorithm

When you think of Instagram’s algorithm, you’re likely picturing the “Feed” algorithm that determines what a user sees when they open the app. The algorithm on Instagram starts by ranking recent posts by people a user follows. Then, it uses the person’s past behavior to match them with relevant content. 

The algorithm looks at:

• whether a user is browsing on a computer or phone
• how often they like posts
• what time a post was created

Users see a higher volume of posts they’re more likely to like, share, or comment on. 

Different Aspects of Instagram

Nailing the Instagram algorithm requires a working knowledge of the types of content that are best for each feature.

The Feed

Your feed is where you see recommended content along with posts from the accounts you follow. As a business, you can get your content into more feeds by targeting people who engage with you. The Instagram Feed prioritizes content by user engagement, user activity, content types, and popularity. Creating content that your followers like, comment on, and share makes your posts more likely to pop up in other feeds. 

Stories

Instagram Stories are photos and videos that disappear within 24 hours. Like the Feed algorithm, the Stories algorithm prioritizes posts from accounts you engage with most often. It also looks for relevance and engagement potential. 

If you’re using Stories to engage with your audience, use features such as Q&As and polls to improve your visibility. Also, tailor your stories to your target audience. 

Explore Page

As a business owner, the Instagram Explore page gives you the best potential for reaching new members of your target audience. This feature is a personalized page of recommended content and Instagram Ads from accounts the algorithm thinks a user would like. 

The Explore Page algorithm shares content with users based on past activity, accounts they follow, mutual connections, and popularity. 

Reels

Instagram Reels are short-form vertical videos with music, sound effects, and other creative elements. The Reels algorithm uses ranking signals such as previous usage and interaction activity to personalize a user’s experience.

When you’re using Instagram for your business, create high-quality videos to post to Reels that are short and impactful to capture your target audience. 

Tactics for Maximizing Engagement

Since Instagram’s algorithms rank content based on engagement, you may think your new business account will get lost in the shuffle. However, these posting best practices help the algorithm find your original content and show it to people. 

Optimizing Content With Hashtags and Captions

Relevant hashtags help the algorithm push your content by putting it into context. This makes your posts more discoverable to the people who might be interested. Type keywords into the Instagram search feature to see which hashtags pop up. Also, look through your competitors’ feeds to see which tags are getting the best engagement. 

Build your brand with strong captions that add context to your posts and inspire your followers to take action. Add a call to action such as “click link in bio.” 

Fine-tuning Post Timing and Frequency

Consistency is key to driving engagement, and posting time absolutely affects Instagram engagement. Post three to five times a week to increase your visibility and take advantage of Instagram user behavior. During the week, the optimal time to post is between 10 a.m. and 3 p.m. Weekends are slower but follow similar timing patterns. 

Utilizing Instagram Features

Instagram includes features such as highlights, story stickers, and notes that help you optimize your page. Use highlights to create a collection of your most popular stories so they won’t disappear after 24 hours. 

Story stickers make your posts interactive, which can increase engagement with your followers. 

Engaging With Followers

Instagram’s algorithms prioritize accounts with high engagement. The best way to get people to engage with your page is to respond:

• Create thoughtful responses to comments and DMs.
• Use captions to encourage your followers to engage with each other.
• Facilitate discussions in your comments. 

Instagram SEO

Optimized content is easier for your target audience to find. Like other parts of your digital marketing strategy, your Instagram feed benefits from keywords. Include your main keyword in your profile name, and write a bio that clearly states what you do. Incorporate relevant keywords into the bio, captions, and alt text. 

Use hashtags and alt text to make your posts searchable, but be sure to keep your captions readable by using natural language and sprinkling in keywords where they fit. 

Monitoring and Analytics

Analytics tell you how your content is landing with your target audience. If you have a professional account, click View Insights to see how people are interacting with your posts and measure your total views. Look at the source to see if your views are from followers or non-followers. Identifying trends in posts with a high rate of non-follower engagement can help you understand which posts the Instagram algorithm shows to other users.

Track your profile visits, interactions, and external link taps to see how your posts are performing over time so you can adjust your Instagram content strategy. 

Adapting to Algorithm Changes

Instagram tweaks its algorithms sometimes, usually when adding new features. For example, when Instagram introduced Reels, it shifted the algorithm to put Reels on people’s Explore pages.

Stay up to date by following Instagram for Creators. No matter how the algorithm changes, you’re more likely to land atop users’ feeds by posting relevant, high-quality content and getting your followers to engage. Focus on building relationships with your followers. 

Building a Flexible Content Strategy

Trends on social media platforms come and go, and Instagram tends to adapt to those that catch on. Stories were introduced when Snapchat became popular. Reels gained traction with the TikTok explosion. 

Pay attention to new developments in social media and adjust your social CRM and content strategy to adapt. You don’t need to jump on every trend; just understand your audience and adopt the trends that would appeal to them. 

Posting consistently is your best tool to grow your Instagram following. Regular posts help you build a trusted relationship with your audience. 

Professional Instagram Marketing

You don’t have to know everything about how the Instagram algorithm works to expand your reach. Optimize can do it for you. We stay current with social media trends and algorithm changes to help you execute an Instagram strategy that takes advantage of the algorithm to enhance visibility while driving meaningful engagement. 

Contact us today to learn more.