The Instagram algorithm is the invisible force that shapes what millions of users see each day, from celebrity posts to content from brand-new creators. When you understand how Instagram ranks likes, comments, shares, saves, and interactions, you can improve your chances of getting your content in front of new followers, customers, and clients.
In this guide, we’ll cover the main factors that influence who sees your posts, including interest, timeliness, relationships, relevancy, and engagement signals. Once you understand how the algorithm works, you can use it more strategically to reach the people who are most likely to benefit from your content.
Table of Contents:
What is the Instagram Algorithm?
The Instagram algorithm is the set of rules Instagram uses to rank content. It determines which posts appear, and in what order, across each user’s home feed, Reels, Explore results, and Stories.
Instagram’s AI analyzes many aspects of posted content, including metadata, hashtags, alt text, and user engagement. This helps Instagram show users more of the content they already enjoy, while also introducing new content it believes they may find interesting.
To make things more complex, each section of Instagram — Feed, Reels, Stories, and Explore — has its own ranking system. While Instagram does not reveal every detail about how these rankings are determined, it uses a mix of content signals and user behavior to personalize each person’s experience.
How Does the Instagram Algorithm Work in 2023?
Whenever you open Instagram, the algorithm automatically shows you the content it thinks you are most likely to engage with. The goal is to keep users on the app by showing them relevant, interesting, and timely content.
Although the ranking process varies across each section of Instagram, the main themes are similar. Understanding how the Instagram algorithm works can help you optimize your content so more people see and interact with your posts.
Interest
Instagram is more likely to show your videos and photos to people who have a history of liking, saving, or interacting with similar content. For example, users who regularly follow health and wellness accounts are more likely to see related wellness content than users who mostly follow classic car accounts.
This is why it is important to help Instagram understand what type of content you create. Clear captions, relevant keywords, consistent topics, and accurate hashtags can all help the platform categorize your posts.
Relationships
Instagram prioritizes relationships between users. If you and another user follow each other, like each other’s posts, and frequently exchange comments or messages, you are more likely to see each other’s content.
That means posting great content is only part of the strategy. You also need to engage with your audience. Responding to comments, replying to DMs, and interacting with your followers’ content can all help improve your visibility.
Timeliness
Instagram prioritizes recent content. Posts created since a user’s last login are more likely to appear higher in their feed, according to Instagram insiders. Unlike platforms like Pinterest that may continue showing older content long after it was published, Instagram tends to reward fresh, timely posts. This makes consistency and timing important parts of your content strategy.
Relevancy
Relevancy is a broad category that includes how well your content matches a user’s interests, trending topics, engagement history, location, and content format. Instagram uses these details to decide whether your post is likely to matter to a specific user.
Signals
Instagram uses thousands of signals to predict what each person may want to see. These signals can include how long someone watches a video, whether they comment or save a post, what time the content was shared, who posted it, and how often a user engages with similar content.
Instagram Algorithm for Reels
Reels are full-screen vertical videos. You can record Reels directly in the Instagram app or upload videos from your device. You can also use built-in editing tools such as filters, captions, stickers, interactive backgrounds, and audio.
With Reels, Instagram shows users a mix of content from people they follow and people they do not follow. This makes Reels a strong way to reach new audiences. Smaller creators may also have a better chance of being discovered through Reels because the format is designed to introduce users to fresh content.
The main goal of Reels is to show users videos they are likely to watch, enjoy, and engage with.
To rank your Reels, Instagram analyzes signals such as:
- Activity: Users who have commented on, liked, saved, or engaged with similar content are more likely to see your Reels.
- Interactions: If someone has engaged with your content before, Instagram may be more likely to show them your Reels.
- Content: High-quality, recent, and engaging content is more likely to perform well.
- Creator: While Reels can help smaller creators get discovered, accounts with strong engagement and audience trust may still receive more visibility.
Instagram Algorithm for Stories
Instagram primarily shows Stories from people users already follow. This means users are more likely to see Stories from close friends, favorite creators, and accounts they frequently interact with.
Since Stories disappear after 24 hours, timeliness is already built into the format. However, Instagram still uses ranking signals to decide which Stories appear first.
The Instagram algorithm considers signals such as:
- The Story: Popular Stories, well-formatted vertical videos, and Stories that hold attention may be prioritized.
- The creator: Users are more likely to see Stories from accounts they follow and engage with often.
- User activity and interaction: People who regularly engage with your content, or similar content, are more likely to see your Stories.
Instagram previously gave less weight to Stories that were reshared from feed posts, but this is no longer the case.
Instagram Algorithm for the Feed
Like Stories, Instagram prioritizes feed posts from people users follow. Instagram has publicly stated that users want to see content from accounts they have chosen to follow, so the feed is designed around those relationships.
The feed algorithm looks at many of the same signals used for Stories. People who are most likely to like, save, comment on, or share your content are more likely to see your posts first.
You may need to work harder to appear higher in the feeds of people who follow many accounts. For example, a follower who follows only 30 accounts may see your posts more often than someone who follows 3,000 accounts. However, if they engage with your content regularly, your posts can still rank well in their feed.
Instagram Algorithm for Explore
Like Reels, Explore is designed to help users discover new content. If someone has liked many health and wellness videos in the past, their Explore page will likely show more health and wellness content.
Popularity is one of the main factors in Explore ranking. Instagram looks at how many people take action on a post, how quickly those actions happen, and whether the content is likely to interest new audiences.
Many of the same factors that help content perform well in Reels can also help it appear in Explore. Focus on creating high-quality, original content that encourages people to interact with your account.
Changes to the Instagram Algorithm for 2023
In 2022, Instagram heavily prioritized video content. In 2023, the platform shifted toward a more balanced focus on both photos and videos, while also emphasizing discovery, originality, and conversations.
Although it can be frustrating when algorithm rules change, Instagram’s constant updates are part of what keeps the platform engaging for users. As a content creator or business owner, it is important to stay flexible and be willing to test new features.
Instagram wants to be a platform where users can discover something new each time they log in. This can be good news for creators because it gives fresh content a chance to reach new audiences.
Comments may also carry more weight as Instagram continues to prioritize meaningful engagement. Creating content that encourages conversation can help your account stay visible and relevant.
Mistakes to Avoid
Some mistakes can negatively affect your performance across all areas of Instagram. Avoid the following issues when creating and publishing content.
Violating Community Guidelines
Instagram has both community guidelines and recommendations guidelines. Community Guidelines help keep the platform safe and respectful, while Recommendation Guidelines influence what content may appear in places like Explore and Reels.
The recommendations guidelines primarily apply to Explore and Reels because people haven't sought out content from these creators. Instagram tries to avoid showing content that could be upsetting, sensitive, or offensive in Explore. It also avoids pushing inappropriate content to minors, such as vaping or smoking. If you're hoping to rank highly in Explore, make sure your content is G-rated.
Sharing Misinformation
If third-party fact-checkers determine that your content includes misinformation, Instagram may rank it lower and apply a warning label. If multiple posts are labeled as misinformation, your overall account visibility may be affected.
Posting Poor Quality Content
Blurry videos, grainy images, and captions filled with typos can hurt your performance. Instagram may also avoid recommending videos with watermarks, borders, or poor formatting. For best results, use clear visuals, clean audio, readable captions, and vertical formats that fit the platform.
Tips To Make the Instagram Algorithm Work for You in 2023
The following tips can help you improve your reach and grow your account, no matter what type of content you create.
Be an Early Adopter
Reels are currently one of Instagram’s most important content formats, but new features can appear at any time. When Instagram releases a new tool or format, the platform often encourages users to try it. Do not be afraid to test new features when they fit your brand and audience.
Focus on Relationships
Build stronger relationships with your followers by encouraging conversations. Post when your audience is most active, respond to comments quickly, and create content that invites engagement.
You can also encourage interaction by:
- Asking your audience questions
- Posting trivia or little-known facts about your niche
- Encouraging followers to tag a friend
- Using interactive elements in Stories
- Commenting on your followers’ content
Post Consistently
Start by posting once or twice a day, then experiment to see what works best for your audience. Instagram does not necessarily penalize you for posting often, but it may not show every post to every follower if you publish too frequently. Consistency matters more than posting as much as possible. Focus on a sustainable schedule that allows you to maintain quality.
Create a Variety of Original Content
Although Reels can be a valuable content type, using a mix of formats can help you reach more people. Stories keep you visible at the top of your followers’ feeds, photos can perform well in the home feed, and carousels can encourage users to spend more time engaging with your posts. A varied content strategy can help you cover more opportunities for reach and engagement.
Use Hashtags and Keywords
Keywords are now searchable on Instagram, so include relevant target keywords in your captions. Avoid keyword stuffing, which can make your content feel unnatural.
Even though a lot has changed with the Instagram algorithm, a good hashtag strategy is still valuable. Use Explore to find hashtags related to your niche. Instead of relying only on broad hashtags like #wellness, choose more specific hashtags connected to your services, audience, or topic.
Include Your Location
Adding a location can help people find your business, especially if you serve clients in a specific area or have a physical location. You can also create a custom location for your business through Facebook.
To create a custom location:
- Create a post on Facebook and click “Check In.”
- Allow Facebook to use your location.
- Type your location name into the search bar.
- Click “Add” to create a new location.
- Add the details and save.
- Your new location should become available on Instagram.
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