Understanding the Instagram Algorithm

The Instagram algorithm has caused a lot of confusion since Instagram moved away from a chronological feed. This has rightfully left people wondering: what is the Instagram algorithm? How do I tailor my posts to getting the most out of it?

Well, let’s start off with the basics. What is the Instagram algorithm?

The Instagram algorithm is what determines who actually sees the content you publish by dictating the order of the posts that users see when they’re scrolling through their feed. It prioritises posts, placing the most relevant posts at the beginning of the feed and therefore providing them with the most visibility.

Instagram recently set the record straight in January 2020 via their official @creators account, addressing a range of rumours about how the algorithm works.

As it is powered by machine learning, the algorithm is constantly changing based on new behavioural patterns or trends.

There are essentially three core systems that the algorithm relies on to rank an Instagram feed:

1. Relationship

Instagram prioritises accounts that users interact with. Instagram wants people to enjoy the platform in a meaningful way and therefore tailors content specifically to users based on their previous interaction history with various accounts. This may include the extent to which viewing, liking, commenting, tagging, direct messaging and sharing is practised between accounts to indicate their ‘closeness’.

2. Interest

The algorithm shows certain types of posts based on the type of content that users may have enjoyed in the past. For example, if a user interacts with a certain account or business, they are more likely to see posts from them. Similarly, if a user enjoys a specific type of content, such as photos and videos about art, they will be presented with similar content. The algorithm aims to show users personalised content that they are more likely to enjoy based on their previous data which indicates what their interests are.

3. Time

Recent posts are more likely to be shown at the top of a user’s feed, so posting when your targeted audience is online is crucial. Session time is another important factor. Users who spend a shorter span of time on their feed will only see the highest performing posts that they interact with the most, and therefore are not as likely to view your post if you are not earning top engagement.

Some more important things to note about the Instagram algorithm:

• All account types are equal

• Photo and video content are equal

• The algorithm is constantly changing based on trends and patterns

• Comments, likes and shares impact feed ranking

If you're interested more on influencing and marketing on Instagram, check out some of my other posts.

Talk Soon,

Demi