Instagram virality is all down to an algorithm that’s ticking away in the background, determining how content gets shared and who sees it.
Learning algorithm basics may help increase your exposure, boost engagement with your posts, and raise your odds of being seen. It can also help you identify hurdles you didn’t even know were holding you back.
Here’s a breakdown of what the Instagram algorithm is, how it works, and how you can use it to your advantage.
How to Become an Influencer
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Social media algorithms identify what users on their platform want and then provide more of that type of content. The role of the algorithm is to spread what you share to the right people.
Instagram has five algorithms, one for each part of the app:
- Feed
- Stories
- Explore
- Reels
- Search
They analyse content, rank it on certain factors, then distribute it based on the interests and behaviours of individual users.
Each works a little differently:
Feed
Your feed is the first thing you see when you open Instagram. It shows posts from accounts you already follow as well as accounts you might enjoy based on your previous activity. The Feed algorithm determines visibility by measuring interactions such as likes, comments, shares, saves, and visited profiles.
Other factors include:
- Who created the post: Do they have a large, engaged audience? Do you engage with them often?
- Post information: Was it posted recently? Is there a location attached that’s close by or related to your search term? Is it the type of content (e.g., picture or video) you prefer?
- Your activity: What have you looked at in the past? What are the chances you’ll interact?
Each piece of information helps guide the algorithm. People who engage with your content on their Feeds are your core audience, so think about the specific needs of that community when you post.
Increasing interactions will boost the number of feeds on which your content appears. Strategies can include:
- Including calls to action (CTAs) that ask people to like, comment, follow, or share
- Offering giveaways
- Responding to comments
- Asking people to add you to their followers so they’ll be alerted to your posts
Stories
Stories are video clips that are viewable for 24 hours. Editing is minimal, duration is capped at 15 seconds, and you can use a single static image or a slideshow instead of an actual video, if you wish.
Stories are attached to your display image, making them highly visible to followers. Their reach isn’t particularly wide, but they’re ideal for capturing day-to-day snippets and engaging directly with your most loyal followers.
The algorithm for Instagram Stories distributes content just like the Feed. They’re highly interactive, so:
- Ask questions
- Make polls
- Embed links
- Include CTAs
- Speak directly to your audience
Story Stickers (dynamic graphic elements you can directly attach to images and videos) make this easier. Users can interact with them directly, and each interaction counts towards engagement. Use a Question Sticker and people can write an answer. Use a Poll Sticker and an option can be selected. There are plenty, so explore and experiment.
Explore
Tapping the magnifying glass icon at the bottom of the app brings you to Explore, which is about discoverability. Whereas the Feed shows content from accounts you already know, Explore content comes overwhelmingly from accounts you don’t follow. It shows what you might like based on what you already like.
The main considerations for the Instagram Explore page algorithm include:
- The accounts you already follow
- The type of content you like
- The type of posts you engage with
- The engagement rate of potential posts
Likes, saves and shares are important for ranking. You can further boost your reach in Explore feeds by:
- Using targeted hashtags and keywords
- Partnering with brands and other creators to tap new audiences
- Incentivising shares with contests and giveaways
- Adding geotags to associate yourself with specific locations
If you’re hankering for discoverability and have a budget, you might consider ad placements. Ads won’t guarantee a spot on the main Explore page, but they give visibility a huge boost by making your content appear when a user clicks on a similar Explore post and scrolls down.
Reels
Reels are short videos created to entertain. They differ from Stories due to their:
- 90-second time limit
- Not disappearing after 24 hours
- Supporting videos only
- Wider range of editing tools
- Ability to post everywhere (Reels, Feed, Stories)
Google Trends research shows that more people search for Reels than for Stories.
As with Explore, the Instagram Reel algorithm prioritises content from new accounts. While Stories offer a chance to engage with your core followers, Reels should entertain and engage with a larger audience.
The algorithm uses the same signals as Explore. A mark of success is when your videos are watched all the way through.
Boost the reach of Reels by:
- Utilising creative editing tools
- Using hashtags—three to five is reportedly the sweet spot
- Using keywords in your script and onscreen text
- Posting each on your grid
Search
Search’s algorithm matches entered text with relevant usernames, bios, hashtags, captions, and locations. You want to be easy to find should someone be searching specifically for you or your content.
Leverage Instagram’s search function by:
- Using an identifiable and relevant username and profile name (for example, @KatieCosplayQueen or Katie Cosplay Artist are going to work better than Kcos2002 or Katie)
- Including relevant keywords and hashtags in captions and your bio. (Our KatieCosplay example could hit relevant keywords and hashtags like ‘anime’, ‘face painting’, and #ComicCon)
- Writing a bio that attracts your target audience (instead of ‘I do cosplay’ try ‘Making custom cosplay outfits from the world of League of Legends’)
- Geotagging your location (tagging yourself in Tokyo, Toronto, or Timbuktu can help expand your reach)
Search also considers:
- The accounts and hashtags users interact with
- The likes, shares, follower counts, and clicks of potential results
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Be wary of tales about beating Instagram algorithm ranking factors. See its tools as assets to be used rather than foes to conquer. Strategies differ between IG algorithms, but some work across all areas. Our advice:
Pick a niche: Define what makes your Instagram unique and who you want to attract, then give the algorithms targeted keywords and hashtags to work with.
Keep to guidelines: Instagram deprioritises content that violates community guidelines, is low-resolution, or is visibly recycled from other apps like TikTok. Steer clear of these pitfalls.
Stay current: Algorithms change all the time. Keep abreast of major updates by following social media marketing accounts and websites so you can immediately utilise new strategies.
Be consistent: The IG algorithm rewards consistency, as people are likelier to interact with accounts that post regularly. Planning content ahead of time can help.
Create high-quality content: Even the deepest algorithm mastery can’t compensate for poor content. If the algorithm brings your content to people who react negatively, obscurity awaits.
Track and analyse: Instagram Analytics shows how content is performing. Identify what works, who it’s reaching, and how they’re interacting with it, then make adjustments to improve your results.