So highly talked about, it’s starting to sound like something of myth and legend! 

How does the Instagram algorithm work? 

It’s a question we hear a lot and one that has caused a lot of confusion, since Instagram moved away from the chronological feed 5 years ago.  
But once you can understand how the elusive Instagram algorithm actually works, you can really use this to your advantage and tailor your digital marketing strategy to capitalise on it!  

Instagram doesn’t disclose all the factors that the algorithm uses to assess content, but they have released some general information about what the algorithm looks for, which we will go into in more detail below.  

Why did Instagram change the chronological order of posts? 

Back in the days of 2015, the world of Instagram seemed simpler to navigate.  
As a standard, the platform showed the most recent posts at the top of someone’s feed and older ones at the bottom.  

This was great for users because, upon posting, your content would be guaranteed to go to the top of your follower’s feeds.  

However, in March 2016, everything changed. At the time Instagram said, “People miss, on average, 70 percent of their feeds. As Instagram has grown, it has become harder to keep up with all the photos and videos people share. This means you often don’t see the posts you might care about the most.” 

Fast forward to five years on, and now we have ‘The Age Of The Algorithm’. It’s no longer a question of when you post, but a variety of factors: relationship, timing, frequency, following, usage, interest. 

Instagram algorithm factors: 

Relationship 

Perceived relationships are the most important ranking factor. 

Instagram wants to prioritise posts from your friends, family, and accounts that you care about. The more you comment, like, and interact with an account on Instagram, the more likely you will see their content. 

Also taken into consideration is accounts you message, accounts you search for, and photos you’re tagged in. 

The relationship factor applies to personal accounts and businesses equally. 

Timing 

Finding your own personal ‘best time to post’ is important. Check your analytics, see when your followers are online, compare the engagement on your posts from different times. 

Instagram takes into consideration how long ago the photo was posted, because it always wants to serve you the most recent and relevant posts. Especially from accounts that you have a stronger, established relationship with. 

*Top tip – Use analytics to find out when your followers are online, then post 30 minutes or 1 hour prior to this time, this will increase your chances of being seen at the top of the feed when your followers first open the app* 

Frequency 

How often do you open the Instagram app? 

Instagram tries to show you the best posts since your last visit. 

Frequent users will see a more chronological feed, but users who open the app less frequently will see posts most relevant to their interests and relationships. 

Following 

How many people do you follow on Instagram? 

Following many people means that the algorithm has more content to choose from when organising posts in a feed. When this happens, they prioritise relationships, engagement, and perceived interests. 

*Top tip – it could be worth systematically removing inactive or “ghost” followers.  
If a large percentage of your following is inactive, they could be doing more harm than good for your account’s algorithmic ranking* 

Usage 

If you only spend a few minutes on Instagram each day, then you’re going to see the day’s highlights from the algorithm. However, If you regularly spend enough time on Instagram, you can even run out of new content to see. Once this happens, the algorithm will suggest content from new accounts — based on your previous interactions. 

Interest 

It isn’t just about who you follow, your feed is also based on the accounts and types of posts you’ve liked historically. The more the Instagram algorithm thinks you will “like” a certain type of post, the higher it will appear in your feed. 

Users who engage with content similar to what you post, are also more likely to be shown your posts, and vice versa.  

If it detects that you always like, comment, and interact with posts around similar topics, you’ll see those posts first. 

*Top tip – Consistency is key! If you are struggling to keep up with social media, seek help, whether this be from a marketing agency or by utilising scheduling software. Frequently showing up on Instagram is so important, it sends positive signals to the Instagram algorithm — and gives your audience more opportunities to interact with your content. 

How to Get Your Posts Shown Higher on Instagram 

• Post when you know your audience is most active – Use the Instagram Analytics tool (available to all users with business accounts) or a third-party tool to work this out. 
• Post content you know your audience likes – Again, use your analytics. Understand the content that your audience engages with the most. Or look at accounts you aspire to; what accounts are your target audience following, what content is the most popular?  
• Use business-relevant and trending hashtags – Hashtags send signals to the algorithm about your content, this can help surface your profile to audience members interested in the hashtags you use. 
• Encourage engagement and interaction – Create engaging captions that encourage users to comment on your posts, ask for likes and shares, and be in conversation with those who interact, this inspires loyalty and builds mutually beneficial relationships.  
• Stay consistent – Research and develop an Instagram-specific posting schedule, and stick to it. Consistency is key. 

Need help with Social Media? 

If you need help, don’t be afraid to ask for it! Running your own business is hard enough as it is, save yourself time and research by asking an expert for guidance or assistance.  

Send us an email or give us a call and we would be more than happy to chat through how to use social media to your business’s fullest potential: hello@whitesquare.studio