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This is a common question for social media managers, creators, and anyone trying to grow on Instagram. Understanding the algorithm is crucial to boosting your engagement and reaching more people. Now, let’s break down how the Instagram algorithm works.

What is the Instagram Algorithm?

The Instagram algorithm is a complex set of rules that determines what content users see on the platform. It’s not a single algorithm, but a combination of different algorithms that analyze user engagement, content quality, and account relationships to personalize each user’s feed.

The algorithm’s primary goal is to keep users engaged by showing them content they find interesting and relevant. On Instagram, just posting regularly with the right hashtags isn’t enough to reach your target audience.

To grow on Instagram, you must understand how the algorithm works and adapt your marketing strategies accordingly. By staying up-to-date with the latest algorithm changes and adjusting your approach, you can maximize your visibility and reach on the platform.

How Does the Instagram Algorithm Work?

The Instagram algorithm in 2024 continues to shape the user experience by determining the order of posts in their feeds. The algorithm prioritizes the most relevant content, pushing it to the top, while less relevant posts appear further down. To better understand how the algorithm works, let’s explore the three main factors influencing content ranking.

1. User Relationships: The algorithm considers the level of engagement between users. If a user frequently interacts with your content, they’re more likely to see your future posts. Building a loyal community and maintaining repeat engagement is crucial for improving your visibility in users’ feeds.
2. User Interest: This factor is based on users’ interactions with similar posts and accounts while exploring Instagram. If users engage with content similar to yours, the algorithm is more likely to show them your posts.
3. Post Relevancy: Upon publishing a post, the algorithm assigns it a relevancy score, affecting its visibility in users’ feeds. Factors like timeliness and trending topics can influence this score.

Apart from these main factors, other notable considerations include:

• Competition for the top spot in a user’s feed increases if they follow many accounts.
• Users who spend limited time on Instagram or rarely open the app may not see your content if it’s not among their top slots.
• The algorithm tends to impact the organic reach of personal accounts more negatively than business or creator accounts.

Instagram also takes content compliance into account:

• If a user’s content violates Instagram’s community guidelines, the post will be removed, and repeated offenses may lead to account suspension.
• If a user shares misinformation, Instagram will label the post and lower its visibility. Repeated instances of misinformation may further hinder the visibility of the user’s content.

Instagram Feed Algorithm

The Instagram Feed algorithm determines the order of posts users see when they first open the app. This feed consists of photos, videos, and carousels from accounts you follow, along with posts from other accounts you might find interesting and sponsored content. Instagram considers thousands of signals when organizing feeds, but here are the most important ones in order of significance:

1. User Activity: The algorithm looks at the posts a user has engaged with through likes, shares, saves, or comments. This helps Instagram understand preferences and show them more relevant content.
2. Post Information: This includes the popularity of a post (likes, comments, shares, and saves) and details about the content itself, such as the post date and location attached.
3. Poster’s Information: Instagram also assesses how interesting the person who posted might be to the user. This is based on signals like how often people have interacted with that person in recent weeks.
4. User-Poster Interaction History: The algorithm also considers whether the user has engaged with the poster before and the nature of their past interactions.

Instagram Stories Algorithm

Stories, which vanish 24 hours after posting, let creators appear at the top of their followers’ feeds as they open the app. The Stories Tray, where profile pictures of accounts with active Stories appear, is considered a space where users typically look for content from their closest friends. To ensure users see the most relevant content, the Instagram Stories algorithm considers several signals:

1. Viewing History: The frequency with which a user views an account’s Stories plays a significant role in their placement. The more often a user views a particular account’s Stories, the more likely they are to appear at the beginning of the Stories Tray.
2. Engagement History: User interactions with an account’s Stories influence the algorithm. Greater engagement with an account’s Stories increases the likelihood of their Stories being shown higher in the user’s Stories Tray.
3. Closeness: The overall relationship between the user and the account holder, with a focus on the likelihood of them being friends or family, is another crucial factor.

Explore Page Instagram Algorithm

The Instagram Explore page algorithm is a great tool to connect with new audiences. Accessed through the magnifying glass at the bottom of the app, this grid-style feed showcases content tailored to users’ interests based on their past activity. Here’s a breakdown of the signals influencing the Instagram Explore page algorithm:

1. Information about the post: The algorithm looks at how popular a post is, based on factors like engagement rate and speed of interactions.
2. User’s activity in Explore: The algorithm tracks the posts a user has liked, saved, shared, or commented on within the Explore feed. If a user has engaged with a specific type of content before, they’re more likely to see similar posts.
3. User’s interaction history with the poster: Even if the post is from someone the user doesn’t follow, the algorithm considers whether the user has interacted with that account in the past.
4. Information about the person who posted: The algorithm takes into account how often people have interacted with the account across all its content.

Instagram Reels Algorithm

The Instagram Reels algorithm, similar to the Explore page, helps users discover new creators and brands. Accessed by tapping the video icon at the bottom of the app, the Reels feed considers several signals to curate content for users:

1. User Activity: Firstly, the algorithm considers a user’s activity, such as the Reels they’ve liked, saved, reshared, or commented on recently. This helps the algorithm understand the user’s interests and preferences.
2. User-Poster Interaction History: Also, the algorithm takes into account a user’s interaction history with the creator of the Reel. If a user has previously engaged with a creator’s content, the algorithm is more likely to recommend their Reels.
3. Information about the Reel: The algorithm also analyzes the content of the Reel itself, including the audio track, visuals, and overall popularity. Reels with high engagement, such as shares, comments, and views, are more likely to be recommended.
4. Information about the Poster: The algorithm also considers the creator’s popularity, such as the number of followers and level of engagement.

Instagram Algorithm Changes in 2024

As Instagram continues to evolve, it’s crucial to stay updated with the latest algorithm changes. Here are the top Instagram algorithm changes for 2024:

1. More Restricted Content for Teens

Instagram is enhancing safety for teens by automatically placing them into the most restrictive content control setting. This means teens will find it harder to view potentially sensitive content or accounts in places like Search and Explore. Restricted content includes violent content, self-harm or suicide, eating disorders, nudity or sexually explicit content, and content that includes restricted goods.

2. Less Focus on Reels

After a heavy focus on reels in previous years, Instagram is now shifting to give more weight to other types of content, such as Stories and regular posts. This change comes after feedback from users who felt their feeds were becoming too saturated with reels.

3. Replayed Reels Count Toward View Count

Previously, only first-time views were counted toward a reel’s view count. Now, every time you watch a reel, it will be added to the total views. This means creators may see an increase in their view counts as they create and share more reels.

4. Paid Blue Checkmark

In 2023, Meta introduced Meta Verified, allowing users to pay for a blue checkmark on their accounts. Verified accounts benefit from higher visibility in the algorithm and additional features like access to a real person for common account issues. However, this change has sparked controversy as some feel that verification should be earned rather than bought. The feature is still being tested and is available in the U.S., U.K., Canada, India, and Brazil, with a global rollout expected soon.

5. Lower Ranking for Reels with Word Marks

Reels with word marks, such as the TikTok logo or watermarks from video editing platforms, will be ranked lower. This change aims to prioritize original content created within the Instagram app. Videos created outside the Instagram app that don’t have a word mark are not affected.

6. Chronological Feeds for European Users

In response to the EU’s Digital Services Act (DSA), Instagram has announced that users in Europe will now have the option to view Stories and Reels only from people they follow, ranked in chronological order from newest to oldest. This change also applies to Search results, which will no longer be personalized based on a user’s previous activity and interests.

Top Tips for Working with the Instagram Algorithm in 2024

To make the most of Instagram’s algorithm in 2024, follow these tips for your business.

1. Focus on Relationships, Not Just Reach

Instead of just trying to reach a wider audience, build relationships. This means engaging with them, responding to comments, and sharing user-generated content. By doing this, you can increase your chances of earning a top spot in their feeds.

2. Share Reels

Instagram Reels are a great way to engage with your audience and increase your reach. They’re short, entertaining videos that can be posted on your feed and even appear on the Explore page. This means more people will see your content, and you can grow your following.

3. Comment on Posts from Relevant Users and Brands

Engage with content from potential customers, relevant influencers, and other businesses in your industry. This helps you build relationships and can also get your comment more visibility. Try to comment on posts from larger accounts and be sure your comments are genuine.

4 Respond to Comments While They’re Fresh

Responding to comments on your posts can increase engagement and encourage further replies. It also shows social proof, which can boost your chances of earning more engagement and reaching a wider audience.

5. Use Hashtags to Reach Active Users

Instagram hashtags can help you reach a wider audience and increase your engagement. Use relevant hashtags your target audience is searching for, and engage with posts that use those tags. This will help you connect with active users interested in your content.

6. Repost Old Content to Stories

Repurposing old content on your Stories can help you reach a wider audience and increase engagement. It’s also a good way to make sure your best content gets seen by more people. It’s advisable to do this sparingly and switch things up to avoid repetition.

7. Encourage Stories Engagement

Instagram Stories are a great way to engage with your audience and build loyalty. Use interactive stickers, share user-generated content, and encourage your followers to share your posts on their Stories. This will help increase engagement and drive traffic to your website.

8. Pay for Reach with Instagram Ads and Influencers

To reach a wider audience, pay for Instagram ads or collaborate with influencers. Instagram ads can help you reach a larger audience and drive traffic to your website, while influencer marketing can help you connect with a targeted audience and increase brand awareness.

9. Tag a Location

Include location tags in your posts to be visible in more places and encourage engagement. This will also help Instagram understand your content better and boost your visibility.

10. Monitor Your Results

Keep track of your progress by checking your Instagram Insights. Look for metrics such as accounts reached, accounts engaged, and total followers. This will help you see what’s working and adjust your strategy accordingly.

Frequently Asked Questions

Take Away

Instagram algorithm in 2024 prioritizes diversity, engagement, and quality content. To maximize reach and visibility, it’s essential to post regularly, engage with users on your posts and others, and adapt to algorithm changes. By focusing on building relationships and creating high-quality content, you’ll find new ways to connect with your audience and grow your presence on Instagram.