How does the Instagram algorithm work?
It is a question that has been very confusing in recent years. In the past, things were simpler since Instagram’s algorithm worked in chronological order, meaning the user saw the most recent posts when they logged into their profile. But today things have changed, the algorithm has become more complex and now “takes” more factors into account. Although many are calling for the algorithm to return to simplicity, Instagram claims that once they changed the algorithm’s functionality, the visibility of posts increased by 50%
The “problem” that appeared with the algorithm change was the weakening of the profiles in terms of their impact and interaction.For example, a profile that has 200 followers and while it was getting 50 likes went to 40 with the change, it will not notice anything. But influencers and brands abroad with thousands or even millions of followers saw a big drop in their stats, their followers were normally there but their interaction with the audience was in the toilet as if someone said “enough, I’m going to restart”. Through the reactions of all those who shared their dissatisfaction, the “problem” became widely known to us.
But how can we use Instagram’s “new” algorithm to our advantage?
If you’ve spent time on your Instagram profile, you’ve seen that the algorithm can behave in “mysterious ways”. But if you understand the vague way in which it works, you can adjust your content strategy so that it engages and highlights you.
How does Instagram’s algorithm for posts in 2021 work?
According to Instagram, there are 6 key factors that influence the algorithm:
- Interest
- Relevance
- Topicality
- Frequency
- Followers
- Use
Interest
Your Instagram feed is not only based on who you follow, but also based on the accounts and types of posts you’ve liked historically.
The more the Instagram algorithm thinks you’ll like a particular type of post, the more likely it will appear high in your feed. Basically, what you see in your Instagram feed is a combination of all your behaviors. The accounts you interact with the most, the people you’ve tagged in their photos, and of course the type of posts you like and indicate that with likes and comments. This is why being on Instagram all the time is so important. It works positively for the Instagram algorithm and gives your audience more opportunities to interact with your content. In terms of in-flow performance, we know that the algorithm prioritizes content that has higher engagement, i.e. interaction.
So far, the most important interactions for ranking streams have been comments, “likes”, “reposts” and video views. Now and after the algorithm changes the most important interaction, in terms of audience engagement index, is saving the post. Next in ranking come the other interactions as you can see in the photo below.
Relevance
The Instagram algorithm wants to prioritise posts from friends, family and accounts you care about. So, in order for Instagram to show you the content you want (the content you’re really interested in), the algorithm uses your interactions to match who is closest to you.
Thomas Dimson, a software engineer at Instagram, shared that Instagram could theoretically figure out which profile you’re most interested in based on how you use the app:
- Profiles whose content you “like” (possibly including stories and live videos)
- Profiles with which you send personal messages
- Profile you are searching for
- Profiles you know in real life
So Instagram tries to calculate this relevance (and your interest level) once you follow someone by sharing their content and tracking how you interact with it.
Topicality
The algorithm pays attention to the level of engagement your Instagram post receives, but also looks at how long ago the photo or video was posted.
The algorithm cares about when you posted something because it always wants to provide you with the most recent, most interesting posts.
By finding the best time to post on Instagram, you can increase the reach of users and get more engagement, an increase in likes and followers.
Frequency
How often do you open the Instagram app? If you’re a frequent user, your feed will look more chronological as Instagram tries to show you the best posts from your last visit. If you check your profile less frequently, your stream will be sorted by what the algorithm “thinks” is more appropriate content for you, rather than a chronological presentation of posts.
Followers
How many profiles do you follow on Instagram? If you follow a lot of profiles, then Instagram has more options to choose from for you, so you probably won’t see all the posts from every account. Note that inactive followers or “ghost” followers, which are often fake-bought, do more harm than good to your account’s algorithmic ranking, so avoid actions that will clutter your account with such profiles.
Use
If you spend a lot of time on Instagram, you’ll see more posts as Instagram will dig deeper into its lists to show you posts and after some time in the app it may give you the “Nothing new” notification. When this happens, the algorithm will suggest suggested content from new accounts – based on your previous interactions.
How to improve your algorithmic ranking and reach new audiences
If you want to improve your ranking with the Instagram algorithm, the best thing you can do is to drive your audience to as many interactions as possible (Likes, Comments, DMs, Saves and Shares).
By building momentum with your existing community, you’ll soon find that your content will start appearing to new audiences.
1. Use all the latest Instagram features.
Instagram is always providing their latest features (like Instagram Reels, which hasn’t come to us yet) and until we adopt them it gives an extra boost to those who follow the latest trends.
2. Encourage more interactions with your audience.
Use stickers, emoji sliders, polls and questions in your stories. Stickers on Instagram Stories are a great way to encourage audience engagement – and the higher the engagement of your posts, the more your visibility will be boosted by Instagram’s algorithm.
3. Encourage dialogue with the public through engaging captions and comments on posts.
Instagram has confirmed that comments are extremely important in terms of ranking streams – so encourage your audience to comment on your posts. One of the best ways to do this is to have good captions that encourage interaction. There are also simple ways to do this such as asking your followers to share their thoughts or feelings, for example double tapping if they agree or tagging a friend in the comments.
4. Optimize your hashtag strategy.
Adding a hashtag to your posts is one of the most effective ways to reach more people on Instagram, which means more “views” and opportunities to be considered by Instagram’s algorithm. It’s important to mention that with a good Hashtag strategy, you won’t reach more people – you’ll reach people who are related to your business and likely to interact with your content.
5. Cross-promote your content on Instagram.
If you’re looking for a quick and easy tactic to increase your Instagram impressions, cross-promoting your content is a good place to start. As Instagram “grows,” so does the number of channels you can share content on: streaming, Stories, IGTV, and *Reels. You can strategically use these publishing channels to attract different types of audiences to your latest content. This could be as simple as sharing an enticing preview of an IGTV video in your stream or even adding a post to Stories with a “Click Here” sticker. In general, share your content as much and wherever you can.
6. Attention to your DMs
Like comments and likes, direct messages (DMs) are a strong indicator of engagement for the Instagram algorithm. You may have noticed that the accounts you use DMs most often are at the front of your Instagram story stream, this is because the Instagram algorithm does its best to provide you with content it thinks you want to see. One way to use this to your advantage is by regularly inviting your audience to let you know their questions or comments, or by encouraging “quick emoji reactions”.
7. Use Instagram stats to see what works.
Tracking the performance of your content is one of the most reliable ways to “read” the Instagram algorithm. A better understanding of what works (and what doesn’t) will help you come up with a well-tailored social media strategy, saving you time and effort in the long run.
Analyzing stats on Instagram means more than just finding out which photo, video or story performs best. Truly understanding how your content is performing – tracking key metrics over time – is vital to finding out what helps improve your rankings.
Whatever tactics you choose to focus on to improve your algorithm ranking in 2021, the most important thing is to continue to interact with your audience and build a genuine relationship with your followers, only then will you be positively influenced by algorithm and may even do wonders for your brand.
