HOW DOES THE INSTAGRAM ALGORITHM WORK?

Since its launch in 2010, Instagram has evolved its algorithm several times. This can make brands, companies and marketers goat! Fortunately, we help you to see more clearly…
How does the Instagram algorithm work? Here is an almost existential question for professionals and influencers present on the platform. A question that we will try to clarify as best we can.

And let’s start by re-establishing a truth: there is not ONE algorithm, but several algorithms each with specific objectives. This reinforces the mystery around the scope, we agree…

So, if you regularly ask yourself “Why is my engagement down?” or “Why are my posts getting fewer likes?”, this article is for you!

What exactly is the Instagram algorithm?
Instagram uses machine learning to study the behavior of its users in order to personalize their newsfeeds with relevant content. The goal? To improve the user experience to keep them on the social network as long as possible.

According to, the creators of Instagram, when the platform abandoned its chronological feed, it improved the visibility of posts by 50%.

Indeed, in case you didn’t know, the social network prioritizes posts according to the interest they may represent for the public, and not by date. The advantage? As long as you publish relevant and engaging content, the algorithm will boost your organic reach.

As a reminder, we talk about organic or natural reach as opposed to reach generated by advertising on the platform.

How do Instagram algorithms work?
As we said in the introduction, there is no single algorithm, but several processes that judge the relevance of a post to a user.

Before going any further, it’s important to remember that Instagram treats content from personal, creator and business accounts equally (unlike Facebook, which curbs the organic reach of business pages).

Also, it should be remembered that the social network has several features (IGTV, Reels, the Explorer page, etc.). Each of these tools uses a specific algorithm with different ranking criteria.

Here we go, let’s discover together how each of them works!

How does the Instagram algorithm work for the feed?
Let’s get to the heart of the matter with the process Instagram uses to “carry” your post to your audience! What factors influence the visibility of your posts?

The “technical” information of the content
Such as the format (photo or video), the time of publication, the geolocation and its immediate popularity.

Information about the account that publishes
The content will be shown in priority to the account’s audience, especially to the followers who have shown a specific interest in the account (or the subject evoked by the account).

The user’s activity
The Instagram algorithm will rely on each user’s preferences to decide whether or not to show them your post.

Thus, a user who often watches videos will be offered your video publications in priority.

The interaction history
Instagram will first show your content to people who interact with your account often.

People who like, share, reply to your stories… will therefore be more likely to see your posts in their news feed.

Time spent on the publication
The more time users spend on the post, the more its organic reach will increase.

Profile visits
If the content generates visits on the account’s profile, then it will also move up in the feed more easily.

Based on this information, the Instagram algorithm calculates the probability that someone will interact with a post. This probability is called the “interest score”. This is what determines the order in which posts are displayed in the users’ feed.

How does the Instagram algorithm for stories work?
The factors that influence the visibility of stories are similar to those of the feed.

Generally, the stories that appear at the top of the homepage come from the accounts that the user interacts with most often (whether in the story or in the news feed).

However, there is still a chronological part to integrate. Indeed, when you complete a story, it will go up in the feed. So rather than publishing several slides at once (unless it’s necessary to understand the message), space out the updates to increase the number of views!

How does the Instagram algorithm work on the Explorer page?
The Explorer page and the feed algorithm are pretty similar. They both offer content based on the user’s interest score.

However, while the Instagram feed displays content from accounts the user follows, Explorer is entirely made up of content from unfollowed accounts.

This is the whole point of this section, which allows members to discover new pages, and content creators to expand their audience.

The most important signals for the algorithm of the Explorer page are :

The immediate popularity of the publication
If the level of engagement is high from the moment it is published, the post will be more likely to appear in the Explorer tab.

Interaction history with the posting account
Has the user interacted with the account or its content in the past (even if not subscribed)? If so, they will be more easily exposed to it.

User activity history
Instagram is based on the interests of members to display content in Explorer. It will therefore study the topics covered in the publications previously liked, commented, saved…

How does the Instagram algorithm for IGTV work?
For IGTV videos, the algorithm gives priority to the accounts with which the user interacts the most. Regarding the Explorer page, it is rather the theme of the video (and its immediate popularity) that will determine its display among certain users.

When you post an IGTV, the social network gives you the option to share a preview in your News Feed. We highly recommend using this feature to boost the visibility of your video!

What tips can you use to appeal to Instagram algorithms?
Now that you know more about how the different Instagram algorithms work, it’s time to adapt your strategy!

Boost engagement via carousels
According to tests conducted by Hootsuite, carousels generate 3 times more engagement and 1.4 times more reach than other formats. So why not take advantage of it?

Even though Instagram’s creators have never officially said anything on the subject, it seems clear that this format is the most promising.

Its main advantage? Allowing you to broadcast a storytelling, to give several tips (as in the example below) or to show, in detail, a product or service.
Generate conversations
To maximize the reach of your posts, you need to generate reactions quickly after your content is posted.

One of the best ways to do this? Write captions that leave your community wanting more and get them engaged. Each post should include a call to action, such as:

Asking to vote between several alternatives
Asking a question with predefined choices to prompt a response
Asking your followers to share their opinions
Encourage them to share a high value-added publication (like a list of tips, for example) in a story
Encourage to tag a person in a comment, especially if your post is about friends, family, love…

Switch to microblogging
Just like on Google, it is possible to search for content with specific keywords on Instagram.

This means that you should also prepare your publications with this in mind! Especially since the visits obtained from these queries are by definition more qualified…

In addition, Instagram is experiencing a renaissance in writing… and reading! Users are spending more and more time on the platform and appreciate reading detailed captions, providing added value.

A behavior that the algorithm appreciates and rewards with better reach.

According to Hubspot, descriptions longer than 500 characters get more reactions from the audience.

You can use this trend to turn your Instagram page into a mini blog, sharing tips, opinions and personal experiences.

You can even share interviews with your employees to humanize your brand, while keeping users on your post longer.

Repurpose your Instagram content …on Instagram
To boost your ranking in the algorithms, reuse your Instagram content on the social network.

There is no shortage of channels: feed, stories, IGTV, guides and Reels… Do not hesitate to decline your publications on the different formats offered by the platform.

Thanks to these different formats, you can strategically use your posts to drive different audiences to your most recent content.

For example, you can publish a short clip of an IGTV video on Reels, promote a guide or a Reel in a story, turn a list of tips published in a story into a carousel, transform your publications into a guide, etc.

Create engagement with your stories
If your story generates a lot of reactions, it will improve its reach. Instagram provides several features that encourage interaction, so use them sparingly! (but smartly…)

Place stickers to create polls, quizzes, ask questions, or prompt a link. The more users respond, the higher your story will be on the top of the feed.

Moreover, this technique fully involves your audience. It reinforces their sense of belonging and their loyalty to the brand.

This strategy has only advantages for you!