How Does the Instagram Algorithm Actually Work?
The. million. dollar. question. How does the Instagram algorithm ACTUALLY work?
I'm starting to think that Instagram could release an entire mystery series about the Instagram algorithm. Socials are filled with "hacks," questions, misinformation, and complaints about the algorithm. Yet, no one talks about the behind the scenes enough for us to know what in the world the algo actually is like. Not to mention, it's constantly changing and updating that it puts us as war with it most of the time, too!
Although changes are inevitable, the algorithm's fundamental principles tend to remain consistent. In this blog post, we will delve into the six foundational factors that shape the Instagram algorithm. Stay tuned until the end, where we will explore how this knowledge can benefit businesses and help you in getting your content SEEN!
Let's dive into the six fundamental principles that the algorithm uses to prioritize content:
Frequency
How often you open Instagram! The algorithm wants to continually show you the best posts since your last visit, and that means mixing it up so you're not seeing the same content every single time.
Recency
Instagram posts have a lifespan of about 48 hours, which means posts within that timeline are more likely to show up on your feed. The only except to this is Reels! Reels lifespan range from 24 hours all the way up to 14 days and beyond.
Following
Of course you'll see who you're following on Instagram, but it goes deeper than that, too. If you follow a lot of people, Instagram will be picking from a wider depth of a creators so you might see less of certain people over others.
Relationship
We don't joke around when it comes to creating social media BFFs, because our algo depends on it! How often you interact with certain accounts also has an effect. If you regularly comment and like posts on a certain account, you're more likely to see their posts! Relating back to the previous point in the following feed, if you comment on one person you follow, you'll likely see more of them compared to someone you follow who you never comment on their posts.
Usage
How long you spend on Instagram determines the types of posts you'll see. If you're on Instagram for a short session, you'll likely see the most relevant posts for you. The longer you're on, the more you will see a variety of content that lessens in relevancy.
Interest
Instagram is always tracking what engagement you engage with, stop scrolling on, and even scroll past. It learns what you're interested in and shows you more of those types of posts.
What does this mean?
All of these factors are coming together to deliver the best and tailored experience to you on Instagram. While you might see some of them more favored in your feed like relationship, all of them are working behind the scenes to bring the right content to the right eyes.
Do you remember when Instagram's algorithm used to be primarily based on recency and following? (or did I just age myself???) While it may have been convenient for not looking like a total social media stalker and liking your friend's photo from two weeks prior, it also was keeping us in a bubble of only the content we were following and only the most recent content (unless you went on the explore page or where under a hashtag!), not the most relevant to you. Then, an IG update sent us all into rage when they switched out of recency and you WERE that stalker that liked a post from three weeks ago because it was the first on your feed...(don't worry, I think we've all accidentally liked an old post once or twice in our lives, with or without the algorithm's help). The algorithm has adapted in so many ways since then. Now, it's pulling in all of these together to create more balance and more user-personalization.
How can I use the Instagram algorithm to my business' advantage?
Using the information you learned above can impact your approach to social media for your business. Let's talk about how we can appeal to each segment of the algorithm.
Frequency & Recency: Be consistent and active. Showing up every day doesn't mean continuously pushing out content until your burnt out, but rather show up in a variety of ways that's manageable for you and your business. That might be on stories on Tuesdays, posts on Wednesdays, and community engagement on Monday, Wednesday, and Friday. But be there, and be there genuinely!
Relationship & Following: Creating community on Instagram is a must! We have to get to know our audience, produce content for them, and start conversations. While follows aren't everything on social media, it's an important part of the relationship-building concept that we need to convert followers into sales and to connect with our audience on another level!
Interest & Usage: While we can't exactly control how long they are on the app, we can make them interested while they are! The more relevant and the more engaging we are, the more we will become that 'go-to, first post shown' account.
In conclusion, use this framework when you're thinking about how to be more relevant in your target audience's newsfeed and start showing up with authority on IG. There's no "good side" to the Instagram algorithm or quick hacks, it is all about creating strategic moves, with your ideal audience at the heart of it all!
We have plenty more insights on alll things Instagram, like building a strategy, generating engagement, social media copywriting, selling in the DMs, and more on our Instagram course - Building a Social Savvy Brand. Learn more here!
