How Does Instagram Algorithm Work?
Instagram continues to be one of the most popular platforms on social media. However, many users wonder how Instagram's algorithm works to ensure that their content reaches a wider audience. Instagram's algorithm is a complex system that determines how posts are ranked, who sees what, and which content gets more visibility. In this article, we'll explore how the Instagram algorithm works and how you can improve your strategy.
1. What is the Instagram Algorithm?
The Instagram algorithm is a set of rules and artificial intelligence technology used to prioritise the posts that users find most engaging from the billions of pieces of content on the platform. This algorithm analyses users' past behaviour, content preferences and interactions on the platform to show them the most relevant content.
The algorithm works differently in different parts of Instagram, including feed, discover, stories, reels and IGTV. But the general logic is similar everywhere: Promote the content that users will be most interested in.
2. Evaluation Criteria of the Instagram Algorithm
The Instagram algorithm takes several basic criteria into account when ranking content. These focus on your behaviour and interactions on Instagram. Here are the most important elements of the algorithm:
a. Interest Level
Instagram predicts how engaging a user will find a post. This prediction is based on the user's past likes, comments, and saved posts. For example, if you often like fashion content, the algorithm will show you more fashion-related posts.
b. Recency
The time of publication of posts is also an important part of the algorithm. Newer content is usually prioritised over older content. However, it is important to pay attention to the hours when users are active. By analysing the audience, it will be useful for your strategy to know which time period your followers are online the most.
c. Engagement
The algorithm takes into account interactions with posts (likes, comments, saves, shares). If a content is heavily interacted with by users, the algorithm starts to show that post to more people. Therefore, attracting as much interaction as possible to your content allows you to stand out in the algorithm.
d. User Relationship
The Instagram algorithm also evaluates a user's relationship with another user. For example, if you frequently like, comment or message someone's posts, you are likely to see that person's content more often. That's why it's important to engage with followers.
e. Session Time
Instagram also ranks content based on how much time users spend on the platform. If someone spends a long time on the app, it will prioritise content differently to show more posts. This is part of the platform's user retention strategy.
3. How Does the Algorithm Work in Different Sections on Instagram?
The Instagram algorithm works slightly differently in different sections of the platform. The factors for which content will stand out in each section may vary.
a. Main Feed
The main feed shows the posts of the people you follow. Here, the above-mentioned criteria such as interest level, topicality, interaction and user relationship are taken into account. Posts that interest you, have been shared recently and have received high engagement are prioritised.
b. Explore
The Explore section shows content from accounts that you do not follow. Here, the algorithm ranks popular content that may be of interest to users. Content that is similar to posts that users have already liked or saved is more likely to appear in the Explore section.
c. Stories
In Stories, the algorithm starts with the people the user interacts with most often. Whose stories you are looking at, who you are messaging, you will see their stories first.
d. Reels
In Reels, the algorithm works similarly to the discover section. Fun and creative content that matches your interests is prioritised. In addition, Reels that receive more viewing time and interaction reach wider audiences.
4. Strategies to Stand Out in Instagram Algorithm
Here are some strategies you can consider to use the algorithm to your advantage on Instagram:
a. Regular and Current Content Production
The algorithm gives importance to topicality. Therefore, regular content sharing allows your followers to see you more. Spread your posts over certain time periods and take care to produce content during the hours when your audience is active.
b. Interactive Content
Content that increases interaction is highlighted more by the algorithm. It is important to ask questions, organise competitions or use interesting visuals to increase likes, comments and sharing rates.
c. Hashtag Usage
Using the right and relevant hashtags can help your content reach more people. However, use relevant and popular hashtags in a balanced way to avoid spamming.
d. Reels and Video Content
Instagram is paying more attention to video and Reels content. Therefore, diversifying your video content and producing creative short videos provides more visibility.
e. Instagram Stories and Live Streams
Stories and live streams are a great way to increase engagement with followers. Stories are featured prominently in followers‘ feeds, and live broadcasts are often brought to users’ attention as push notifications.
5. Misconceptions about the Instagram Algorithm
Some users may feel that the Instagram algorithm ‘hides’ or ‘shadows’ them. However, Instagram filters content based on user interest and does not penalise accounts in a specific way. The important thing is to focus on producing quality and engaging content and adapt to changes on the platform.
Instagram's algorithm is a system that is constantly evolving to ensure that users reach the content that most interests them on the platform. When you understand the basic workings of this algorithm, you can deliver your content to a wider audience and create a more successful strategy on Instagram. Regular content production, interaction with followers, and using popular content formats (such as Reels) are key strategies that will help you succeed in this process.
Remember, the Instagram algorithm is constantly changing, so it is very important to stay up to date and flex your strategy accordingly!
Nur Oğuz