In 30 seconds:
- We hate to break the news, but there’s no ONE Instagram algorithm to understand. Rather, there are a variety of algorithms that pertain to different parts of the platform.
- Short-form video has exploded onto the scene, but the platform is still holding on to its photo-forward beginnings.
- The key driver of reach is interest. That means creating quality content that is relevant, entertaining and interactive should still be at the heart of any Instagram marketing strategy.
Recent changes to the Instagram algorithm reflect the fact that this Meta-owned platform is anything but a static force. (Spoiler to cough reel you in: it has much to do with video-sharing. More on this below.)
Instagram has a user base of over 1.21 billion monthly active users — a number that’s set to rise to over 1.44 billion by 2025.
While it’s a prime location for entertainment and connecting with family and friends, it’s also exploding as a commerce hub. 72% of users make purchase decisions based on what they see on Instagram, and according to a research study commissioned by Facebook, nearly 50% of people use Instagram to shop weekly.
Understanding how the Instagram algorithm works (in its latest incarnation) is vital for any social media marketing strategy. Luckily, getting to know the ins and outs is not as gobsmacking as it may originally seem.
Read on for everything you need to know.
What is Instagram's algorithm?
In June 2021, the Head of Instagram, Adam Mosseri shared a series of posts in which he outlined how Instagram works. His goal? To demystify the behind-the-scenes workings of the platform.
Here, he highlights that if you’re on the hunt for “The Algorithm” that controls what people can and can’t see on the platform, well, it doesn’t exist. Or at least, it’s not just ONE algorithm.
When Instagram first hit the scene way back in 2010, photos were arranged in chronological order on users’ feeds. But as the platform’s scope grew astronomically, most users just didn’t have the time to see ALL posts in this order and were missing as much as 70% of the feed posts meant for their eyes.
Instagram realised it was time for some algorithm updates so that users could see the type of content that they cared about the most.
But rather than come up with one single set of ranking rules that would work across the entire site, these Instagram algorithm changes had to include an intricate network of different algorithms, each pertaining to specific parts of the platform.
The result is that there are algorithms specifically designed for the different sections — Feeds and Stories, Reels, and Explore. Each one is constructed based on user behaviour within those spheres.
In an Instagram Feed and Stories, users tend to look for content from their close friends and family — so the algorithms here prioritise content based on the people users follow.
Instagram Explore is more about doing exactly what the name suggests — exploring — so the algorithms act accordingly.
And Reels, as you will see, they dance to their own tune.
How is the Instagram algorithm calculated?
Regardless of what section of Instagram you’re swimming in, one thing remains the same: in their latest iteration, the algorithms are looking for interest from your audience. Quite simply, interest drives attention and attention, engagement.
Instagram’s algorithms are based on ‘signals’ — information that the platform gathers about user preferences and how they match up with a piece of content.
We’ll take you through the basics of how it works in each part of the app, step-by-step.
For Feeds and Stories
The ranking factors for Feeds and Stories include:
- Post-specific info: How popular is the post? When was it posted? (Preference will be given to more recent posts about trending topics.) And if this information is available, where was it posted from? If it’s video content, how long is it?
- Account-specific info: Is there an interaction history with the poster’s account or accounts with similar content? Instagram has also made a marked effort to not show you too many posts by the same account in a row.
- Relationship-specific info: How many likes and comments have you popped on each other’s posts?
Other factors that naturally come into play regarding the likelihood of a specific user interacting with your post include:
- Number of accounts they follow. If it’s a lot, there’s a chance your message will be lost in the crowd.
- Amount of time spent on the app. If they don’t log on too frequently or spend too much time on the app, there’ll be more competition for their attention — and posts from loved ones may win out.
In Feed, Instagram is looking for how likely a user is to:
- Spend a few moments on a post
- Comment on it
- Like it
- Reshare it
- Tap on the profile photo
Of course, it’s not an exact science — they’re making predictions on what they believe you might enjoy next. But these sophisticated algorithms can get a pretty good idea of what to show you based on your past behaviour.
And there are other things that the platform takes into account. Like all major social media sites, Instagram has Community Guidelines that apply platform wide. If you post something that goes against these guidelines, they’ll take it down — and if this keeps happening, you could be suspended.
The Explore page algorithm
On the Explore page, Instagram makes recommendations so that users can discover new things. That makes it a great space for cultivating brand awareness, but it’s important to understand how it works to leverage it.
As with everything else on the platform, gauging interest levels is the Number One priority for the algorithm here. The ranking signals that matter here are likes, saves, and shares.
If a particular user is loving eyebrow-shaping posts right now, then that’s what they’re likely to see in their Explore tab. And it won’t only be about eyebrows but other related Instagram content too. Stand by for all things lashes and permanent make-up.
From there, it follows a similar structure to Feeds and Stories, where content is ranked based on the details of the post and the relationship between the creator and their audience.
Reels algorithm
The primary focus of Reels is entertainment, and the algorithms take this into account. As with the signals we’ve already discussed, the platform seeks out Reels they think a user will like.
But then they change tack slightly. They survey users to see how they feel about a specific reel based on how likely they are:
- To watch it all the way through
- Like it
- Say it was funny or entertaining
What is Instagram's new algorithm?
In early 2022, Instagram started testing changes to their Feed, with the goal of giving users more agency when it comes to their experience on the app. A key shift is in the ability to switch between Home, Favorites and Following screens. They’re also experimenting with users (who know how) being able to switch back to seeing their posts in chronological order if they so desire.
But that doesn’t mean they’ve shifted away from a model based on interest. And this is evidenced in (arguably) their most marked change to date.
It all has to do with two important Rs — Reels and Recommended content — both of which have tangible implications for how brands engage with the platform.
Here are the details.
First up, ALL shorter video posts (under 15 minutes) are now Reels.
Why?
In Instagram’s own words:
“Since Reels offer a more immersive and entertaining way to create videos on Instagram, we’re bringing the full-screen experience to your video posts, too.”
(There are some exceptions to the rule here.
Videos can still be shared as part of a carousel or as a live stream on Instagram Live. Longer videos will also remain in their original format.
And videos from pre this July 2022 announcement will remain videos.)
This change has been precipitated by the explosive popularity of TikTok — now the most downloaded app in the world — where short-form video format has proven to be an unparalleled drawcard.
The numbers tell a very clear story. 73% of consumers prefer to watch a short-form video to learn about a product or service.
So Instagram has had to figure out a way to meet the demand. The result? They’ve upped their Reel game and included Recommended content In Feed.
And this has most definitely caused a stir. The platform’s top influencers, including Kim Kardashian and Kylie Jenner, have been up in arms about the change. Hence the Make Instagram Instagram Again movement.
Is Instagram moving away from its photo-first basis, and in doing so, changing up the very nature of the platform that has been both marketplace and playground for so many users? Is this the ‘TikTokification of Instagram’?
The popular app is sitting up and listening to pleas from its most influential users. (Yep, influencers have some serious clout.) Mosseri addressed their concerns in this July 2022 tweet. His key points? Nothing is set in stone and they are still testing new formats.
Also, while there’s been a move to promote Reels, they’ve been careful to reiterate that it’s still a photo-sharing platform.
And as for the issue of In Feed recommendations? They’re hoping that their algorithms are doing a good job at curating relevant content for users — and if they’re doing this as accurately as possible, this feature is there to benefit users.
How do I use the Instagram algorithm to my advantage?
As the panic subsides, there’s a major opportunity for marketers here. The new move by Instagram is explicitly to increase the reach of Instagram posts. If you know how to harness this, you will be able to see very reel ahem results in terms of ROI on your Instagram marketing strategy.
Here’s how:
1. Get reel (sorry, we had to)
Yep, Reels are getting a lot of love right now. They also take up quite a lot of reel estate (apologies again) in the Explore page of the platform, so can be a great way to promote brand awareness.
Take advantage of the creative tools Reels have to offer by adding music and effects from the Instagram library and voice-overs of your choice!
2. Get vertical
With the new focus on Reels, there’s been a major UI shift too — and it has a bearing on the aesthetics of your campaigns. Square and landscape footage is out, and full-screen vertical footage is in.
And size matters. The dimensions of an Instagram Reel are 1080 x 1920 pixels. They have an aspect ratio of 9:16. Top-performing content will conform to these guidelines.
In terms of quality, very low-resolution wont’s cut it. We’re looking at a minimum of 720 pixels and a frame rate of 30 FPS.
File size? Videos ten minutes or less should be 650 MB max. Longer videos cap out at 3.6 GB.
3. Keep your videos under 90 seconds
Instagram has stated that Reels that are 90 seconds and under and are shared by Public accounts have the potential to be recommended and seen by more Instagram users.
4. Encourage engagement
The algorithms are looking for how often posts are liked, shared and saved.
Apart from high-quality visual content, Instagram captions offer a real opportunity to up your engagement rate. Ask your audience to tag friends or like if they agree with your message.
Another great way to encourage engagement is through Instagram Stories Stickers — visual elements that can be added to your Stories to promote interactivity. From hashtags to polls to mentions to emoji sliders to question stickers, there’s a lot on offer here. And the more engagement you get, the higher you’ll rank.
5. Beware of the watermark
Instagram has explicitly stated that it won’t promote content with watermarks and logos — and of course, this has ramifications for recycling content from TikTok to Instagram Reels.
6. Start a trend
On the @creators Instagram account, the platform has recommended starting trends that your audience can participate in. #danceathon, anyone?
It extends reach, makes use of the Reel format, and encourages the creation of user-generated content
(Check out the other tips on the @creators account — it’s brimming with tips on how to create everything from best practices for fashion reels to getting the most out of your Instagram profile.)
7. Track your metrics
As with any marketing strategy, metrics matter. When you’re figuring out how you’re faring against the platform’s algorithm, Instagram analytics can really help. They can help provide insights into your performance on the site, including info about audience engagement on new posts, Stories, Reels, and Live videos.
8. Stay in compliance with the platform’s Community Guidelines
Don’t post:
- Content that is not yours or you don’t have the right to share.
- Nudity
- Anything illegal, including offers to buy or sell illegal substances or anything that promotes terrorism.
- Hate speech, threats, or anything that encourages violence and discrimination.
- Anything that encourages self-injury. (The platform strives to be a place for people to find support and awareness and discourages content that goes against this.)
- Misinformation
And don’t spam people.
Deal? Deal.
Keen to learn more about how to leverage Instagram for your brand? Read on.
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