Getting your content seen on Instagram involves a lot more than posting an aesthetic photo with a clever caption. The thing that ultimately determines what’s shown on IG is the almighty algorithm!

If you’d like to find out more about the ins and outs of the Instagram algorithm and how you can get it to work in your favour, keep reading to find out! 

What Is the Instagram Algorithm?

Even though the Instagram algorithm is often referred to in singular form, there isn’t just one algorithm. In actuality, a ‘variety of algorithms, classifiers, and processes’ are used to personalise users’ experiences on the platform. And a unique algorithm is used for each part of the platform.

That’s right, Stories, the Explore page, and Reels, each have their own algorithm, which means a one-size-fits-all approach won’t work!

How Does Instagram Rank Content?

According to Adam Mosseri, the head of Instagram, the algorithm is a complex process that considers several factors. Some of these factors include:

Information about the post (type of content, number of likes)

Information about the poster (level of engagement with content, relationship to the user)

User activity (type of content they tend to engage with)

User interaction history (history of likes or comments on the poster's content).

Instagram also considers other factors beyond the interest score, such as image or video quality, originality, and compliance with community guidelines. Engagement is also a crucial factor the algorithm considers, and the likelihood of the user commenting, liking, saving, or tapping on a profile plays a part in ranking content. 

One Instagram feature where engagement is an especially important factor is Stories. The algorithm prioritises content from accounts the user interacts with the most. 

The Explore page algorithm also delivers content based on engagement metrics, such as likes, saves, and shares. Not surprisingly, it considers the visual content of posts along with the words in the caption too. Strong captions, relevant keywords, and niche hashtags should be used to optimise posts for Explore page potential.

For Instagram Reels, the platform prioritises content that is entertaining above all else. The algorithm deprioritises content that is blurry, low-resolution, or visibly recycled from another app. 

Tips to Make the Instagram Algorithm Work for You

Now that you know how the Instagram algorithm works, it’s time to delve into how you can get it to work for you! Here are five tips to help you improve your ranking with the Instagram algorithm and grow your account.

1. Stick to Your Niche

Whether your niche is health & wellness, beauty, food, or travel, it’s important to have a well-defined niche and stick to it! Create content that aligns with your area of expertise so that the algorithm knows exactly who to recommend your page to. But also don’t limit yourself TOO much and let a super specific niche prevent you from reaching potential customers.

2. Create Engaging Content

The Instagram algorithm favours engaging content, so make sure you’re providing your audience with content that is entertaining, inspiring, or provides some educational value. Don’t forget to also encourage engagement in your caption with a strong call to action (CTA)!

3. Post Consistently

You know what they say - consistency is key! 

If you post consistently, the algorithm will reward you for it with more reach, engagement, and follower growth. In general, the more you post, the more your account will grow. But at the end of the day, what’s most important is that you’re able to maintain your posting cadence - whether that’s posting three times a week or five times a week!

4. Put Hashtags and Keywords In Your Posts

Prioritising your social media SEO is another great way to get on the algorithm’s good side. By including descriptive keywords in your captions and adding 20-30 relevant hashtags to your posts, you’ll be able to reach more people on Instagram.

5. Abide By the Community Guidelines

Last but certainly not least, you’ll want to follow Instagram’s Community Guidelines. Algorithms limit the visibility of content that goes against these guidelines, so make sure you’re not sharing misinformation, politically-charged posts, sensitive content, or images/videos that are poor quality. 

6. Post Different Types of Instagram Content

Last year, Reels were all the rage and Instagram was pushing them hard. In 2023, the ‘gram decided to make photos more of a focus. 

One of the best ways to navigate the algorithm in 2023 is to regularly post different types of content - we’re talking single images, carousels, Reels, and Stories. Not only will it help you reach a broader range of people, but it’s also a great way to repurpose content!

The infamous algorithm isn’t as scary as it’s been made out to be. With a combination of creativity, engagement, and strategic planning, you can actually get it to work in your favour! And if you need help creating algorithm-friendly content for your brand, The Social Conduit can help with that.

Contact us today at info@thesocialconduit.com to learn more about our customisable social media plans!