Instagram Algorithms Explained: Everything You Need to Know

Instagram algorithms are designed to personalize users' experiences by prioritizing the content they will most likely interact with. With over 2 billion active users each month and more than 500 million of them engaging with Instagram Stories daily, knowing how Instagram algorithms work can significantly impact your content's visibility and engagement. 

This guide will demystify Instagram algorithms, breaking down its key components and providing actionable tips. Understanding these nuances can help you navigate and leverage Instagram effectively, regardless of your social media strategy. 

What are Instagram algorithms?

Instagram algorithms are a set of rules that the platform uses to tailor the content shown to each user based on their preferences. They also predict what users are most likely to find interesting and engaging based on their past interactions on the platform.  

It’s important to note that Instagram doesn’t have one overarching algorithm that applies uniformly across all their content formats. Instead, Instagram ranking across Feed, Stories and Explore work in different ways to reflect user behavior on each format. These algorithms consider factors or “signals" like engagement, relevance, timeliness, relationships and user activity to personalize the content for each user.  

How do the different Instagram algorithms work?

Each Instagram algorithm type has been designed to curate and surface content that users are most likely to expect and enjoy in each format.  

Instagram algorithm for Feed

Instagram Feed is the default screen when you open the app — a vertical scroll of posts that are primarily from accounts you follow, sponsored posts, and, critically, accounts that Instagram believes you will find interesting and relevant based on the following signals:  

Relevant content 

For the Feed, Instagram tracks a user’s past activity to learn about the kind of content they have engaged with and accounts they have interacted with to surface recommendations that they are most likely to be interested in. The algorithm also recommends content from popular accounts that are similar to the ones they follow or are popular with users similar to them. 

Understanding your target audience’s interests — what topics they engage with, what kind of accounts they follow and interact with, what kind of content these accounts create that have high engagement — is crucial in creating content that will show up on your wider audience’s Feed. 

Read More: Your Complete Guide to Audience Targetting  

Post engagement 

Instagram considers social media metrics, such as likes, comments and shares, to be paramount when ranking Feed content. Interestingly, in a recent interview, Instagram CEO Adam Mosseri further highlighted that Instagram users are more likely to share niche or topical content privately with their networks via DMs, rather than public "resharing” or “regramming,” and the algorithm takes this into the calculation when making recommendations.  

To rank well in the Feed, encourage your followers to interact with your posts. Insert CTAs like "Double tap if you agree" or "Check the link in the bio" to boost engagement. For a better idea of this, check out some of the best CTA examples so you know which ones will click with your audience.  

Source 

Timeliness 

The algorithms prioritize recent posts over older posts so users can view the latest content. To rank well in Instagram’s feed, make sure you have a consistent social media posting schedule, and optimize publish times to when your followers are most likely online. For instance, 11 AM to 1 PM and 7 PM to 9 PM are generally the best times to post on weekdays. 

💡 Pro Tip: Use a social media content calendar tool to organize content for Instagram and other channels from a single place. These tools also come with extended capabilities that make it easier to schedule and publish content, collaborate with teams from across the globe, uncover key insights through social listening and manage cross-channel conversations from one inbox.  

SET YOUR INSTAGRAM POSTS UP FOR SUCCESS NOW

Instagram algorithm for Stories

Instagram Stories, the short-term content format, allows users to share videos, images and other content with their followers. Stories can be found at the top of a user’s Feed, in a horizontal carousel, and last for 24 hours before disappearing. These ephemeral posts are a great way to engage with your followers more often without overwhelming their Feed.  

Here are the factors that influence Instagram’s ranking algorithm for Stories: 

Recency 

Instagram prioritizes the most recent Stories so that users can see the latest updates from their networks. Keep your Stories fresh and relevant by posting timely content, such as updates or live events. 

Engagement patterns 

Instagram also examines how often users engage with an account’s Stories through likes or direct messages. To rank well in Stories, engage with your audience using interactive stickers such as polls, questions and quizzes.  

Consider the Boston University story, for example. In 2021, the university leveraged Sprinklr Insights for social listening to understand the topics and news stories that are most relevant to students and to track the achievements of prominent alumni. By posting content that spoke to its audience, it experienced higher engagement, and this resulted in a 19.83% increase in replies to its Instagram Stories. 

Relationship 

The algorithms consider a user's relationship with the Story's author, too. If a user frequently interacts with a brand’s or friend's content, their Stories appear first on the user’s feed. To rank higher on Instagram Stories and build a strong connection with your followers, share behind-the-scenes content or personal moments and respond to users' messages and replies promptly. 

Dive Deeper: How to Use Social Media Stories: A Beginner’s Guide 

Instagram Algorithm for Explore

The Explore section of Instagram is where users are actively looking to discover new content and new accounts. Therefore, the Explore algorithm searches for content and accounts that are similar to those that users are already following or engaging with. In order to recommend the most entertaining and relevant Reels to their user base, the Explore algorithm looks for: 

Post popularity 

The algorithms look at a post's popularity. Signals such as the number and speed of likes, comments, shares and saves determine a post's popularity. To rank well in Explore, create high-quality and engaging posts that encourage likes, comments, shares and saves. Use relevant and trending hashtags that your audience is likely to be interested in to increase your post’s visibility. 

💡 Pro Tip: Getting a clearer picture of your audience can seem impossible, especially when there’s a ton of social media chatter. Luckily, Sprinklr's AI-powered audience insights tool analyzes billions of real-time digital signals from consumers to help you understand your customers more deeply. You can use it to:  

• Identify your customers’ interest and preferences based on what they read and watch and who they follow online  
• Reduce costs through custom audience segmentation to figure out and target relevant audience groups  
• Understand audiences that engage more with your competitors or specific content themes to inform your Instagram strategy 

GET A PULSE OF YOUR AUDIENCE NOW

Interactions on Instagram 

As always, a user’s previous activity is a strong signal to the algorithm on what to show them next. If a user has interacted with an account or theme of content, Instagram uses this interest to recommend similar accounts and posts.  

Create compelling content that catches the user’s attention on their busy Explore pages and holds their attention enough to like or share. Keeping up with Instagram trends and creating niche content will strike a chord with people that are not following your brand right now, but are likely to, based on their previous activity. 

Account popularity  

Unlike the others, the Reel algorithm doesn’t only look at existing user activity. Since the objective is to curate accounts and content that a user might like, the algorithm also takes account popularity into consideration. Popularity signals, such as the number of followers or recent engagement levels, help algorithms find compelling content from various users.  

Since the Explore page is the best way to expand the reach of your content, it is critical for businesses to improve their number of followers, likes, shares, etc., as this directly impacts the chances of being featured here.  

Instagram algorithm for Reels

While the previous categories focus on the algorithms that impact ranking on different spaces on Instagram, Reels are a content type — short videos that you can easily create, personalize and share from within Instagram. According to Meta, Reels account for over 20% of users' time on Instagram, and the length of these videos keep users on your content for a longer period of time. To make sure your Reels are ranked higher, consider the following signals:  

User activity 

The algorithms look at what Reels users like, save, reshare, comment on and engage with to determine the preferred content. To rank well in Instagram Reels, encourage viewers to like, share and comment. 

Reel content 

This includes signals about the content within the video, such as the audio track or visuals, as well as its popularity. Use trending audio tracks and relevant hashtags to increase discoverability and rank well on Instagram Reels. 

Recency 

Reels are also prioritized by recency, ensuring users see the latest trends and content. Also, be sure to post reels consistently and at times when your target audience is most active. 

Instagram algorithm for Search

While the Explore page helps users discover new content, the Search section is meant to look for something specific — like an account or hashtag. Optimizing your profile will ensure that users looking for you can easily find you, and using relevant hashtags will also help your content show up on more Search results. 

When users search for terms related to your business on Instagram, focusing on Instagram SEO best practices ensures that your account or posts appear prominently in the search results. Implementing effective Instagram SEO strategies can significantly enhance your chances of being discovered. Instagram Search ranking depends on:   

Keyword relevance 

Instagram looks at the relevance of the keywords used in a brand’s profile, bio, captions and hashtags to match search queries with relevant content. Develop keyword lists to optimize your profile, bio and content to rank well in Search. 

Hashtag relevance 

Hashtags assist you in connecting with a highly focused and relevant audience. Use a combination of general and niche hashtags to diversify your hashtag approach. While specific hashtags like #YogaForBeginners might be right if your focus is on a particular group, more general ones like #fitness can reach a larger audience. Here’s a dedicated guide on how to find the hashtags that actually work to help you with this. 

User activity 

The algorithms consider users’ past search behaviors and interactions to show them more related content. You should regularly update your content to keep it fresh and relevant for search queries. 

Learn More: Comprehensive Guide on Social Media Content Creation  

Account popularity 

Your account's popularity, such as follower numbers and engagement levels, influences your ranking in search results. Use specific and relevant hashtags in your posts to increase their discoverability in search. Ensure your content is high-quality and engaging to attract more followers and improve your overall search ranking. 

New Instagram algorithm updates in 2022 and 2023 

1. Revamped Reels  

In the past, Instagram counted views based on the number of people who saw your Reel and not the number of times it was played. Now, each view is counted individually. So, if someone watches your Reel multiple times, each instance is counted as a separate view.  

Impact: This offers content creators a more accurate measure of their Reels' reach and engagement, which helps them analyze and understand the type of social media content that resonates with their audience.  

2. Nearby Reels feed 

This feature allows users to discover content that is geographically close to them. Users can view Reels from their area by selecting the "Nearby" feed option.  

Impact: This mainly benefits local businesses and community-focused users. They can enhance local connectivity and visibility by tagging their location and using relevant keywords.  

3. Achievements in the professional dashboard 

Instagram has introduced an Achievements tab in the professional dashboard. It offers various milestones based on posting frequency and engagement metrics that accounts can unlock as they grow.  

Impact: This feature motivates creators to post more frequently and improve content quality, potentially boosting overall platform engagement.  

4. Original content  

Instagram's algorithm now favors original content over reposts and prioritizes unique and authentic posts.  

Impact: This encourages creators to produce authentic content, increasing visibility and engagement as the algorithms elevate unique narratives. 

5. Meta-verified feed 

Instagram is experimenting with generating feeds that show content exclusively from verified accounts.  

Source 

Impact: This feature could create a more curated content experience, leading to a visibility divide between verified and non-verified creators.  

Where do you find official updates on Instagram algorithm changes?

Instagram makes incremental algorithm changes and doesn’t always announce them. But you can refer to the following for the more public changes:  

• Instagram's blog and Help Center: Instagram regularly posts updates and detailed explanations of new features and algorithm changes on its official blog and Help Center. 
• Adam Mosseri's social media: Adam Mosseri, the Head of Instagram, frequently shares updates and insights on Instagram algorithm changes through his X and Instagram accounts. 
• The Meta Newsroom: Meta, the parent company of Instagram, shares essential updates through the Meta Newsroom. 
• Social media news websites: Websites like Search Engine Journal and Social Media Examiner often publish articles on social media algorithm updates.  

What do you do if your Instagram channel gets affected by new updates? 

If your Instagram channel is negatively impacted by new updates, here are a few tips to mitigate the effects and adjust your strategy: 

1. Stay informed: Regularly check official sources, such as Instagram's Help Center, official blog and Adam Mosseri’s social media accounts, for updates. Understanding the changes can help you adapt your social media content strategy accordingly. 
2. Engage your audience: Focus on maintaining a strong relationship with your audience. Respond to comments, interact with followers' content and use features like Stories and live videos to keep your engagement high.  
3. Experiment with content: Diversify your content by trying formats such as Reels, Stories and carousels. Analyze which types of content perform best under new algorithms and adjust your posting strategy accordingly. 
4. Optimize for visibility: Use relevant hashtags, geotags and engaging captions to increase your posts' discoverability. Also, utilize Instagram Insights to track performance and understand what resonates most with your audience.  

Impact of Instagram algorithms on different user types 

Each type of Instagram algorithm (be it for Stories, Feed or Explore) weighs different signals differently to ensure that the kind of content recommended to a user adds to their experience. That’s why different user groups should understand how their content strategy might need to be tweaked in order to meet their objectives. As such, here’s how Insta’s algos impact various user types: 

Small businesses 

• Visibility and reach: The algorithm's emphasis on engagement can make it challenging for small businesses to gain visibility without an established follower base. Focusing on improving their visibility on the Explore page can help to gain more followers.  
• Community building: Small businesses can leverage Instagram algorithms to build a loyal community. They can post content consistently and add interactive features like polls and questions in Stories. 
• Targeted marketing: Small businesses can reach a more targeted audience by using hashtags and location tags and collaborating with local influencers. 

Influencers 

• Engagement and authenticity: The algorithms reward authentic customer engagement for influencers. High interaction rates, such as comments, likes and shares, boost their content's visibility. 
• Content variety: Influencers must diversify their content across Reels, Stories and Feed posts to maximize reach and engagement. 
• Trends and timing: Staying on top of Instagram trends and posting at optimal times can help influencers build and maintain high engagement rates. 

Large brands 

• Brand consistency: Large brands must maintain a consistent posting schedule and high-quality content to stay relevant in their followers' feeds. 
• Engagement strategies: To boost engagement, brands can benefit from interactive content, such as user-generated content, contests and collaborations with popular influencers. 
• Ad campaigns: Investing in paid promotions and social media advertising can help large brands overcome the algorithm’s limitations and ensure their content reaches a wider audience. 

Busting myths about Instagram algorithms 

There are many myths surrounding Instagram algorithms. This section aims to debunk them. 

Myth #1: Posting at specific times guarantees engagement 

Reality: While posting at optimal times can help, for instance — posting at times that your audience is likely to be scrolling through Instagram — it doesn’t guarantee success. Engagement depends more on the consistency of content publishing. Algorithms also prioritize who content users will likely engage with based on their past behavior. 

Myth #2: Using too many hashtags will reduce engagement  

Reality: There is no evidence to suggest that using many hashtags can affect your post's reach. In fact, the opposite is true — using relevant hashtags is crucial for discoverability. Instagram allows up to 30 hashtags, but using 5-10 targeted ones is generally more effective. 

Myth #3: The algorithms punish business accounts 

Reality: Instagram’s algorithms treat personal and business accounts the same. In fact, business accounts have access to more tools and insights to optimize their content strategy.  

Myth #4: Comment pods boost your engagement significantly 

Reality: While comment pods may offer a temporary boost, Instagram's algorithm can detect inauthentic engagement. Genuine interactions are more valuable for long-term growth and visibility. 

Myth #5: Only the first 30 minutes of engagement matter 

Reality: While engagement within the first 30 minutes can be crucial, Instagram algorithms also consider ongoing engagement, post quality and user interest in generating feeds. 

How can you stay ahead of Instagram algorithms? 

Navigating Instagram’s ever-changing algorithms requires a strategic approach. Here are a few best practices backed by real-life examples to help you stay ahead: 

Adopt a flexible content strategy 

Regularly update your content strategy to reflect current events and trends. Use tools like Google Trends or Instagram Insights to identify what’s popular and tailor your posts accordingly. For example, look at Sephora. The cosmetic company creates topical content like this Father's Day Reel to engage with users. 

Source 

Leverage hashtags

Create a hashtag strategy that includes a mix of viral hashtags (1-2 million posts) and niche-specific hashtags (less than 500,000 posts). Tools like Sprinklr Instagram Hashtag Manager can help identify and monitor relevant hashtags. 

Source 

In the above image, the Visit California Instagram account uses a mix of broad and niche hashtags to maximize reach. 

Collaborate with influencers 

Collaborate with influencers whose audience aligns with your target market. This can increase your reach and provide social proof. 

For instance, Airbnb partners with influencers from niche backgrounds to reach new audiences. Here is Airbnb's fun gamer pad collaboration with Khaby: 

Source 

Final thoughts 

Staying ahead of Instagram algorithms requires a proactive approach. Businesses are required to stay abreast of continuous updates, evolving user behaviors and shifting trends and preferences. 

Here’s where Sprinklr Social can offer a comprehensive solution. It helps you stay ahead of Instagram's ever-evolving algorithms with advanced analytics, real-time insights and AI-driven recommendations. Sprinklr Social empowers you to optimize your content strategy, engage with your audience more effectively and enhance your Instagram presence.  

Whether you are a brand, influencer or social media manager, leveraging such a tool can make all the difference in gaining more traction and staying one step ahead of the competition. Keen to know more?