How the Instagram algorithm works

In an effort to provide more clarity around its product, Instagram released an article providing a few more details into how its algorithm works.

In fact, Insta wants you to know that there isn’t even one all-powerful “algorithm” but several “algorithms, classifiers, and processes” that work together to determine what is shown in a feed (as well as what posts are highlighted in the Explore and Reels sections, too).

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Here are some of the main points shared by IG in their post.

Factors used to rank Feed and Stories:

  • Who you follow – This is the primary determining factor for Feed visibility.

  • Post information – including popularity signals (likes, comments, shares, saves), when it was posted, how long the video is, and even the location tag.

  • Poster information – including how interested a follower might be in that person’s content, and “how many times people have interacted with that person in the past few weeks.”

  • User activity – which Insta uses to predict what you want to see.

  • History of interaction between poster and follower – such as whether or not you comment on each others’ posts.

  • User settings – IG recommends a series of steps that you can use to influence your own feed, including picking Close Friends, muting, and marking posts as “Not Interested.”

Other interesting points:

The post details how other sections of the app work as well.

For example, the Explore tab uses many of the same signals but focuses on showing you content from those you aren’t following—but that Instagram thinks you will be interested in based on your engagement history and who you follow. As explained in Social Media Today, this is also where hashtags can help boost your reach, “by getting your account in front of people searching for certain topics.”

On the other hand, the Reels section (which is kind of like TikTok) “is designed to entertain you” so its algorithms focus on predicting entertainment value. IG says it takes into account “how likely you are to watch a reel all the way through, like it, say it was entertaining or funny, and go to the audio page (a proxy for whether or not you might be inspired to make your own reel.)” The processes are also informed by user feedback to help better predict humor or other entertainment value.

Why it matters

The points above should be studied by anyone who wants to improve their success on Instagram, particularly if you feel you could be seeing more results in a certain section of the app such as Reels or the Explore tab.

To go further on this subject, check out the latest Instagram Insider “zine” which focuses on empowering Creators to get more success on the platform. The PDF contains tips and stories from influencers who have used winning strategies themselves.

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Social Media UpdatesMatthew DooleyJune 2021