Mastering the Instagram Algorithm:

How to Make the Platform Work in Your Favor

Ever since Instagram made the decision to move away from a chronological feed, it’s safe to say that chaos has ensued.  The ever-changing Instagram algorithm is constantly updating itself, which can make navigating the platform itself confusing at times.  It’s not always clear how it exactly works. What type of content performs best? How do you utilize the algorithm to rack up the most engagement?  Here, we break down the facts about the algorithm and discuss the best ways to interact with your audience.

There are a few basic facts that we know to be true about algorithm, thanks to Instagram going on record to address these in a post from their creators account last month:

  • Comments, likes, shares & views impact feed ranking

  • Photos & videos are ranked equally

  • The algorithm is always changing based on user trends

  • Fake interactions don’t count

  • All comment lengths count as engagement

  • All account types are equal

  • The first 30 minutes do NOT determine ranking overall

The six key factors that impact the algorithm in relation to feed posts are interest, relationship, timeliness, frequency, following, & usage overall.  These elements all contribute to the overall success of your posts and stories when connecting with your audience.

When users on Instagram are interacting and engaging with content, they are sending a message to the algorithm itself.  The technology behind the algorithm can identify and pick up patterns based on what post a user is liking, sharing, saving, and commenting on.  Essentially, the more that Instagram thinks you will “like” a piece of content, the higher it will rank and appear in your feed. This means that the content you see in your feed is a compilation of all of your Instagram behaviors.

It’s a scary thought that an app can know details about your personal life, but nonetheless, it’s true.  The algorithm also prioritizes showing you posts from people that you care about, thus determining your relationship with your followers.  Based on this information, Instagram could technically figure out who you care about the most by analyzing the people whose content you like the most, people you direct message, people you search for, and people you know in real life.  In order to use this feature to your advantage, spend more time consistently posting to Instagram on a regular schedule. The more frequently and consistently that you post, there will be a higher likelihood of your following engaging with your content.

The algorithm also pays attention to how long ago a piece of content was posted.  An easy way to hack this particular feature is to pay attention to your insights. Check to see when your followers are the most active, and schedule your posts to go out around that time period.

Instagram also uses frequency to sort your posts.  If your screen time on the app is something that you might be embarrassed to admit, then your feed will be slightly more chronologically accurate.  This is because the algorithm tries to show you the best posts since your last visit by calculating your app usage. If you scroll on the app less often, your feed will be tailored based on what Instagram thinks you’ll like.

So how exactly do you go about outsmarting the infamous Instagram algorithm?  Here are a few helpful tips to help you do just that:

  • Encourage more interaction with Instagram story stickers

  • Drive conversations with engaging captions

  • Cross-promote your Instagram content for maximum engagement

  • Optimize your hashtags to reach relevant communities

  • Analyze your direct messages

  • Utilize Instagram Analytics to find out what’s working best (& what’s not)

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