Outsmarting the Feed: How Does the Instagram Algorithm Work?

Instagram is amazing at getting users to stay on the app and scroll mindlessly for hours. But have you ever stopped and thought about why that’s so? Here’s why Instagram is so addictive: the platform tailors the feed to the interests of each individual user. That’s why it feels like you never want to log off. But how does the Instagram algorithm work in the first place?

There are so many questions about how Instagram curates the content you see. If we’re being real, it’s a little freaky that the app knows exactly the type of content you gravitate toward. That’s why today, we’re diving into the inner workings of the Instagram algorithm and what makes it tick. Let’s unravel its secrets and learn how creators like you can come out on top, shall we?

How Does the Instagram Algorithm Work: 6 Factors IG Takes Into Consideration

Instagram’s algorithm is honestly a work of art. It’s a complex formula the platform uses to decide what content goes on whose feed or Explore page. The main purpose of the algorithm is to ensure everybody sees content that is relevant specifically to them and their interests.

Adam Mosseri, the CEO of Instagram, explains that the algorithm “ranks” content according to its perceived relevance to each user. Posts at the top of this ranking process are the ones that appear on someone’s feed. That way, the posts you see actually add some degree of value to your life and overall Instagram experience.

If you don’t like what you see on your app, you can always simply refresh your feed. When you do that, the algorithm tries again, providing fresh content that you might like more than the first.

But what exactly does the algorithm look at when deciding how to rank posts on the platform? Here are the six factors it takes into account when choosing which piece of content to prioritize on the feed.

1. High Engagement

The first thing the algorithm looks at is how much engagement a post has driven on the platform. The more likes, shares, and comments a post receives, the more relevant and well-perceived it seems. So, the algorithm ranks it higher on the feed and Explore page.

And the higher it goes on the feed, the more people see it. When a larger audience sees it, it gets even more traction (if it’s worthy, of course!).

It seems that the trick is to always create high-quality content that will excite people and encourage them to interact. So, it gets high engagement, then more views when the algorithm promotes it, and then even more engagement after that.

2. Recency of the Post

While the Instagram homepage doesn’t display a chronological feed, it does prioritize recent posts. You’ll likely see very recently posted content at the top of your feed. The rest of the posts you see as you scroll were probably uploaded in the last three days.

Instagram prioritizes newer posts to ensure that everyone sees fresh, relevant, timely content any time they open the app. That way, none of the posts are stale and outdated. Very rarely will you see content on your main feed that has been around for weeks.

3. Who You Interact With Most

One problem many Instagram users used to complain about is that they don’t see their friends’ content on the feed. It’s especially true for those who follow thousands of accounts. The content they actually care about gets lost in an ocean of clutter.

That’s why today’s algorithm prioritizes the content of accounts you interact with most. Instagram notes your interaction history with every friend, brand, or creator. Then, it shows you the posts of those you message the most, share content with and tag in your posts.

The more you interact with someone on Instagram, the more the algorithm assumes you care a lot about this user. So, their posts will automatically show up at the top of your feed when they publish anything new. That means you get to see your besties’ content first every time!

4. The Use of Trending Music

Background audio matters a lot, specifically to the Instagram Reels algorithm. The more popular the music you use on a Reel, the more Instagram pushes it out to the feed. That’s why it’s always a bright idea to use popular songs and trendy sound bites in your video content.

Think about it. How many Reels have you seen on the feed using Billie Eilish’s “Birds of a Feather” recently? And for some reason, why do those Reels keep coming? That’s because that’s a song that is extremely popular. So, the algorithm ranks content with that song higher. It’s a cultural moment, and Instagram recognizes that and rewards creators who honor it.

5. Topics You’ve Shown Interest In

The Instagram Explore page is where people discover new content from brands and creators they don’t yet follow. There, the algorithm’s main priority is to serve content that is aligned with someone’s interests and hobbies.

Instagram gathers information on your post interaction history to determine what niches and types of content you enjoy. They look through posts you’ve liked or bookmarked and find patterns to learn what lifestyle topics you’re interested in. Then, they will show you more content on those topics.

Let’s say you love all things fitness. So, you tend to like and comment on workout videos and meal prep tutorials. Don’t be surprised if you see more exercise and physical training content on your Explore page and Reels tab. Your previous behaviors tell the algorithm that you love this niche, so it will show you content related to it.

The algorithm also considers what kinds of creators you follow. If you follow plenty of fashion influencers, you’ll likely see OOTDs and styling content on the Explore page, too.

6. Content Formats Instagram Prioritizes

Once in a while, Instagram announces that they will start prioritizing certain content types on the feed. Those formats that gain Instagram’s internal favor will get a boost in the algorithm’s ranking system.

For example, back when Reels were new and the talk of the town, Instagram prioritized them on the feed. But more recently, Adam Mosseri announced that they’re balancing the platform by prioritizing photos now.

Instagram’s preferred and “favorite” content format changes often. Follow their official channels to see what type of content ranks highest on the feed at any given moment.

Aside from the formats Instagram prefers, the algorithm also considers the content types you engage with most. If you hit “like” on many short-form videos, you might see more Reels on the feed. And if you interact more with photos and carousels, you’ll probably see more of those instead.

How Does the Algorithm Work on Instagram Stories?

The six factors above determine what content people see on their feed, Explore page, and Reels tab. However, Stories are a whole different ball game. With those, you compete only with people your followers are following, not with every post on the platform. So, how does the algorithm work on Instagram Stories?

Stories are arranged on one’s Story tray on the homepage according to their relationships with the people they follow. Here are some of the factors the algorithm looks at to decide whose Story you see first in the line-up:

• Whose Stories you’ve viewed in the past: Instagram takes note of users whose Stories you’ve historically viewed in full without skipping any part of it. This tells them that you find their posts interesting and relevant. So, they’ll rank these people’s Stories higher on your tray.
• Who you interact with most: Like with the regular feed, Instagram prioritizes the Stories of the people you interact with most. That means the friends you DM and engage with most on the platform.
• How often you engage with their Stories: If you often react to someone’s Stories or reply to them through DMs, you’ll see that user’s posts more. It also happens when you respond to their Stories’ interactive stickers a lot, like question stickers and polls. This signals to the algorithm that you like their posts. So, Instagram will try to show you more of them.
• Who put you on their Close Friends list: You’ll also see the Stories of those who have put you on their Close Friends list first. Close Friends Stories appear at the very start of the tray at the top of your page. They have a lime green circle around a user’s profile photo instead of a magenta one.

How Do You Use Instagram Properly To Conquer the Algorithm?

Whether you hate it or love decoding it, the Instagram algorithm is here to stay. As a creator, you have no choice but to work around it if you want people to see your content. The best you can do is try to outsmart it and do everything you can to come out on top.

But how do you use Instagram the right way to get the algorithm on your side? Here’s how you can beat the algorithm while your competitors eat your dust.

Publish Content When Your Followers Are Active

When you post at a time when your followers are online, it’s easier to drive lots of engagement easily. People are already looking at the platform. So, there’s a higher chance they’ll catch your content as soon as you post it.

Remember—the Instagram algorithm prioritizes content that gets lots of genuine engagement. Posting when your fans are active will surely drive instant likes and comments from them. This tells the algorithm that your content is exciting and important. It will then push it out more to people’s feeds and maybe even the Explore page.

You can check your followers’ most active times on the app through Instagram Insights. Note, however, that this feature is only available for professional accounts, like creators, and business pages.

Use Relevant Hashtags To Categorize Your Content Into Popular Topics

Adding relevant hashtags to your Instagram post captions helps the algorithm classify your content according to its niche. This makes it easier for the platform to distribute your posts to users interested in those topics.

For example, if you post a recipe video on your food account, use popular hashtags like #foodie and #recipes. Make sure you mix it up with more niche hashtags that are more pointed but a little less competitive. These include tags like #easyrecipesathome, #veganmeals, #farmtotabledinner, and more.

But you can’t just choose any hashtag off the top of your head to add to your content. It’s important to conduct proper Instagram hashtag research to find tags that actually resonate with your target audience. That way, you don’t waste your caption space with spammy, overrated tags your potential followers aren’t even interested in.

Add Cool Sound Bites and Music to Your Posts

As mentioned earlier, the Reels algorithm prioritizes video content that uses trending music clips. Incorporating viral sound bites and songs that are on the charts is a fantastic way to boost your videos’ visibility. Add music to your Reels and make sure the song you choose is familiar and well-loved by your audience.

What’s awesome about using trending songs—aside from its algorithm favorability—is that they have their own pages on Instagram. Anyone who loves a specific song can sift through all the Reels that use it as background music. That’s another way of using viral sounds and music to help boost your video’s discoverability.

Diversify Your Content’s Creative Formats

Instagram notes which content formats each user interacts with the most. Those who love liking and saving Reels might see more videos than photos on their feed. Meanwhile, those who engage more with images might notice more carousel posts and photos on theirs.

The trick to showing up on the feeds of both these types of users is to diversify your content formats. Post a few photos, then switch it up with a Reel or two at the end of the week. This ensures that your content appears on people’s feeds, whether they prefer photos or videos. It’s a really smart way to beat the algorithm and be present everywhere on the platform.

Include Interactive Stickers in Your Stories

Looking to improve your position in your fans’ Instagram Stories tray? Try to raise their interaction levels with you by adding fun stickers to your Stories. Use polls to gain feedback from them or charming emoji sliders for an easy way to engage with your Story.

The thing is, with this strategy, you’re playing the long game. Post interactive stickers in your Stories a couple of times and wait for your followers to engage with them. Then, sit back and wait for the Instagram algorithm to clock these interactions.

After a while, Instagram will start pushing out your Story to everyone who consistently interacts with your stickers. That means your Stories will reach more of your followers and show up at the top of their Story section.

Frequently Asked Questions

Keep an Eye Out for Any Instagram Algorithm Change To Stay Ahead of the Curve

Understanding Instagram’s complex algorithm is a must if you want your content to reach a wider audience. You have to work around what the algorithm ranks high. That means driving engagement for your posts, posting at the right time, using trendy music, and more. Be vigilant with these best practices, and you’ll be well on your way to conquering the algorithm.

Remember to be on the lookout for any significant Instagram algorithm changes, though. That way, you can tweak your strategy and still come out at the top of the feed every single time.

Now that we’ve answered, “How does the Instagram algorithm work?” it’s time for you to take the reins. Appease the algorithm so it pushes your content out to potential followers.

But who are we kidding—that’s easier said than done. It’s challenging to please the algorithm gods. Luckily, Path Social can promote your content organically. With our expert strategies, we can boost your discoverability without you having to navigate the algorithm.

Businesses like Hailey’s Clothing have amassed almost 20,000 followers with our help, and we want you to experience the same! Get more eyes on your content and get more followers with Path Social.