How the Instagram algorithm works

The Instagram algorithm is like the holy grail for content creators the magical concept that can turn any content viral. How the social network favored by influencers works (for now, and with no intention of offending those trying to succeed on TikTok) is a closely guarded mystery. Although we all imagine certain things, trying to fully understand it can seem difficult, but according to Instagram itself, it’s actually simpler than it appears. Let’s look at the most relevant aspects of the 2023 algorithm update.

We often talk about the algorithm in the singular, but the reality is that there isn’t just one there are five, one for each specific section of the app: the Feed, Stories, Reels, Explore content, and Search. Each of these has its own algorithm that learns from how we use the app and adapts to us.

The Instagram Feed: where it all begins

There was a time before Reels and Stories when the Feed ruled supreme. Today it faces strong internal competition, but it remains a fundamental part of the experience. The first thing the Instagram algorithm considers is recent posts shared by the people you follow and by accounts it believes may interest you. And how does it know what interests us? Very simple: through signals based on everything you follow and the content you interact with most frequently. To give you an idea, here are the most important ones:

• Activity: what you liked, shared, commented on, or saved.
• Post information: factors indicating a post’s popularity, such as likes, comments, shares, and the speed at which these interactions occur.
• Author information: the interactions a user receives help Instagram gauge how relevant that person or profile is to us.
• Your interaction history: this helps the algorithm deduce your level of interest in a specific person or profile.

With all this information, predictions are made about the likelihood that we’ll interact with a post. The goal is to show you content that interests you, which is why the algorithm values actions such as spending time on a post, commenting, liking it, and visiting the author’s profile. The higher the probability of these actions, the higher the preference given to that post over others. These Instagram signals evolve over time.

There are also other measures in place to improve the user experience, such as avoiding showing too many posts from the same profile or too much suggested content. And of course, everything must comply with Instagram’s Community Guidelines, especially when it comes to sensitive content intended to protect users.

Instagram Stories: ephemeral content

After Facebook acquired Instagram in 2012, the social network began to change gradually. In 2016, the experience was revolutionized with a new feature inspired by Snapchat’s success: Stories. These allow users to publish ephemeral content that lasts only 24 hours and can include all kinds of effects, filters, GIFs, emojis, or custom messages. From the very beginning, Stories permanently won over the Instagram community.

The Stories we see come from people we follow, and the way the Instagram algorithm selects them is very similar to the Feed:

• Views: how often we watch Stories from an account causes the algorithm to prioritize them over others.
• Interactions: likes on Stories or replies we send also increase the priority of accounts we interact with.
• Connection: the relationship we may have with a profile is considered, such as whether they are a friend or family member.

Using these signals, the algorithm predicts which Stories are most relevant for each user those we’re most likely to enjoy and interact with.

Explore: where to find interesting content

Explore was introduced in 2015, once Mark Zuckerberg had already taken control of Instagram. In this section, users are shown content that is believed to be of interest to them and it usually gets it right. To select these recommendations, the algorithm mainly focuses on content with a high potential to drive interaction. Likes, saving content, and sharing posts play a particularly important role here.

• Post information: it mainly measures how quickly a piece of content receives interactions. The faster this happens, the more relevant the content is considered.
• Your activity in Explore: the algorithm looks at the content you interact with to find similar content that may spark your curiosity.
• Interaction history: this takes into account whether someone you follow and regularly interact with has interacted with that content.
• Author information: factors such as the number of interactions and the “popularity” of the person who creates or shares the content are important when selecting content that may interest you.

Reels: the most popular kids in class

Reels were Instagram’s response to TikTok’s meteoric rise during the pandemic. In August 2020, this feature was launched with great fanfare, which the platform itself defined as “a new way to create and discover short, fun videos on Instagram.” As with the Chinese social network, much of the content shown comes from accounts we don’t follow. The most important signals for selecting this content are:

• Your activity: the Reels you’ve liked and interacted with.
• Interaction history: even if you don’t know the content creator, having interacted with their content before and how you did so is relevant when selecting their posts.
• Reel information: factors such as the type of content, the music used, or the popularity the Reel is gaining.
• Content creator information: the size of the content creator’s follower community and their interaction levels are also important signals for the Instagram algorithm. This information also helps each creator find their audience.

It’s also noted that factors such as low-resolution videos, watermarks, muted videos, overly political content, or text-heavy videos are taken into account so they’re not shown too frequently. The goal is pure entertainment, delivered at the highest possible quality.

Can I influence the Instagram algorithm? Of course!

Customizing your Instagram experience is within everyone’s reach and the platform actually values it when users do so. Here are some of the recommendations they provide:

• Favorites: adding your favorite accounts to your Favorites list ensures you don’t miss the content that interests you most.
• Suggested posts: many users don’t feel aligned with suggested content. Instagram gives you the option to pause suggested posts for 30 days. It’s very simple: when this content appears, just tap the three-dot menu and select the option to pause for 30 days. You’ll need to repeat this after 30 days if you want to continue without suggested posts.
• Select your close friends: just like in real life, you can choose close friends for Stories so their content is prioritized and you can share content exclusively with them.
• Muting content: sometimes content from a profile or friend becomes overwhelming, but you don’t want to unfollow them. That’s what the mute option is for you can mute their Stories, posts, or account notes. And don’t worry, they won’t know.
• Unfollow: the quickest and easiest option if a profile’s content no longer interests you.
• Participate in surveys: from time to time, Instagram sends questions asking you to rate certain content. Your responses are very helpful in improving the experience.

Other actions Instagram encourages include selecting “not interested” for content that isn’t relevant to you or “interested” when it is. Reporting content that violates the platform’s community policies is essential to limiting inappropriate material for any reason. If you’ve made it this far, congratulations you’re now a true master of the Instagram algorithm!