The head of Instagram, Adam Mosseri, has said, “There is no one algorithm for Instagram.” Instead, the platform has four algorithms, pertaining to the Feed, Reels, Stories and Explore Page. Here’s a look at each one and the different signals used to determine rankings.
Instagram Feed algorithm
Instagram determines which posts appear in your feed based on its prediction of how likely you are to comment, like, share, tap on a profile pic and spend time on a profile. Its predictions are created using a variety of signals (in order of importance):
- Your activity: You’ll see content from topics and accounts that you’ve engaged with in the past, specifically in the form of likes, saves and shares.
- Information about the post: Instagram is more likely to show a post that is going viral or has a high engagement rate.
- Information about the author: If an account is similar to those you already follow or engage with, the Instagram Feed will recommend its posts.
- Your history of interacting with the author: The algorithm considers whether you frequently like the posts of or visit the profile of a specific account.
Takeaway: Regularly review your insights to determine the content that most interests your audiences. Look at other accounts in your industry to see what topics and content formats are getting plenty of likes and/or comments.
Instagram Reels algorithm
Instagram Reels utilizes almost the same signals as the Instagram Feed, with the goal of entertaining the user. Ranked in order of importance:
- Your activity
- Information about the Reel
- Information about the author
- Your history of interacting with the author
Takeaway: Content is prioritized based on user interaction. To understand which Reels your followers may be interested in, go to Insights, then tap on Inspiration. Within this tab, you can see content and audio that are popular with your followers. Instagram also advises creating entertaining, inspiring or experimental Reels, as well as using creative tools such as text, camera effects or filters.
Instagram Stories algorithm
The goal for Instagram Stories is to prominently display the content you’ll find most relevant and valuable. Here are the signals in order of importance:
- Viewing history: How often you view an account’s stories determines its prioritization over other content.
- Interaction history: How often you engage with the account’s stories, whether by liking or replying.
- Closeness: Overall relationship with the account and how likely you are to be a friend or family member.
Takeaway: The higher the likelihood of tapping on or replying to the story, the higher it will appear.
Instagram Explore algorithm
The Explore Page helps you discover new things, so it mainly includes content from accounts you don’t follow yet. Read on to learn the signals in order of importance for Explore.
- Information about the post: Considers how popular the post is, including how many and how quickly users are liking, commenting, sharing and saving it.
- Your activity in Explore: Considers posts you’ve interacted with in Explore in the past.
- Information about the author: If you have interacted with the account before, Instagram predicts how interested you may be in the post shared. However, most recommended posts in Explore are from users you haven’t heard of yet.
- History of interaction with the author: The number of times you have engaged with the account within the last few weeks.
Takeaway: To increase your chance of appearing in Explore, include a call-to-action in your post and respond to comments in real time to quickly increase engagements.
While it may seem that increasing engagement on Instagram is a bit of an elusive pursuit, it’s actually more science than art. Understanding the various algorithms, and adjusting your efforts accordingly, can take your Instagram strategy to the next level.
