Instagram algorithm was introduced to social media to help display the best content and what is most relevant to each user whenever it checks the posting feed. And this social network is at the top of Brazilian preference, with more than 113 million users in the country.
But the question is: how does Instagram determine which content meets these criteria?
Much like Facebook algorithm, since the network belongs to the same company (Meta), Instagram algorithm is a mix of factors that helps the platform decide which posts should appear for a certain profile.
And no matter how exquisite your content is with perfect image, sharp video, genius caption, specialized curated #hashtags: you and your brand will still depend on Instagram's algorithm and how it works, before anyone can see your content on the feed.
Contents
Toggle- Understanding Instagram algorithm
- How does the Instagram algorithm work?
- Tips for using Instagram algorithm to your advantage
Understanding Instagram algorithm
The Instagram algorithm is nothing more than a set of programming rules that classify content on the platform. It decides on what content appears and in what order, on the feeds of all Instagram users, on the exploration page, on Reels feed, on hashtag pages, etc.
This algorithm analyzes each content posted on the network. Takes into account metadata (including subtitles and alternative text applied to images), hashtags and engagement metrics (visualizations, likes, comments and shares). Based on this information, it distributes the content in a thought-out way so that the user has easy access to what he has the most interest in seeing.
In a simple way, the Instagram algorithm analyzes content information (Reels, feed and Stories publications) and user information (interest and behaviour on the platform) to theoretically convey the right content to the right people.
According to the platform itself, the main goal of Instagram's algorithm is to make each user's experience as enjoyable as possible. Instagram CEO Adam Mosseri refers to the algorithm as “ranking” (perhaps because this term sounds less robotic) and emphasizes the importance of some posts being more favored than others.
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How does the Instagram algorithm work?
Every time the user opens the app, the Instagram algorithm instantly scans all available content and decides which content should be delivered and in what order.
Check out the 3 most important ranking factors of the Instagram algorithm:
1. Relationship between content creator and viewer
For that, we need to ask you a few questions:
One account follows the other?
Do you guys text or leave comments?
If you interact several times with a specific user, you are more likely to always see the new content posted by it. And this is very important for those who have a business: active community management, including DM responses and comments, can improve (and much) the visibility of a brand on Instagram.
2. Interest
Does a user normally interact with this type of content? When the Instagram algorithm recognizes that a user likes a specific type or format of content, for example a Reels theme usually accessed, it shows more of the same. It is in the interest that many company announcements come in.
3. Relevance
It is Instagram itself who decides how relevant each content can be. This includes an analysis of where it fits into trending topics as well as the opportunity factor. It is important to say that recent posts are considered more relevant than older posts. Therefore, generating new content should be at the top of the tasks of those who manage Instagram accounts.
The secondary rating factors of the Instagram algorithm include:
- Frequency of use of the platform. If a user does not open Instagram very often, it will only see the most relevant content when deciding to browse the app. This means that companies can be excluded from this user's feed, which will give preference in the delivery of content from family and friends.
- How many users a person follows. It's the law of supply and demand. The more Instagram accounts a user follows, the more accounts compete for space in their feed.
- Session time. Much like the frequency, spoken up. If a user spends little time in the application, he is likely to see only posts from friends and family with whom he interacts more frequently on the platform, making it difficult to display companies on his feed.
Tips for using Instagram algorithm to your advantage
To improve your company's ranking on Instagram users' feeds, you need to post quality content that above all entertains, interests and inform your audience.
I've separated some tips from the digital marketing market, where you can increase reach and make it easy for Instagram's latest algorithms to put their content on your customers' feed:
Schedule your posts at the right times
If you go further, you will realize that public engagement is a common (and powerful) signal for Instagram algorithms. So posting the contents of your brand at the right times can make a big difference to the organic scope of the posting.
Instead of trying to find out the best times to post on Instagram on your own, some social media management platforms suggest the best times for you to post, based on your previous performance and your audience's online behavior.
But manually monitoring can also be the solution. Just repeat the posts at times where there were greater interactions.
Reels must count (and much) on their strategy
Reels achieve more engagement than the normal videos posted on Instagram. This means that creating Reels often can help you increase your network visibility.
Just to get an idea, the Instagram @creators account informed users that Reels currently have real people (and not just algorithms) combing through the feeds to deliver the best ones.
If you want your Reels to be noticed, here's a list of what to do and what not to do:
- Record your videos vertically.
- Do not use low resolution videos. Quality makes a lot of difference
- Use all added features, editing on the platform itself, songs that are trendy on social networks, differentiated filters, camera effects, etc.
- Do not recycle TikTok videos with watermark. Prefer tools that export clean videos.
- Keep your content short and fun. Instagram algorithms love and positively classify fun posts.
Hashtags remain important to increase visibility
Instagram algorithms may understand that the photo of a beautiful cat posted with the hashtag #dogsofinstallgram is a dog. Then try to use the right hashtags to highlight your product, service or campaign.
As much as hashtags have lost relevance in the overall delivery of algorithms, they remain important and should not be ignored. But use it in moderation, remembering that quantity does not mean return in engagement. Choose those that really gain reach and prominence.
A Google search for trending topics on Instagram, can be a hand on the wheel to understand which hashtags can gain greater visibility in your posts.
Publish content consistently
If you want to increase the number of followers, increase their reach or increase engagement (and these three things are connected), you need to post consistently.
One study showed that companies publish 1.6 posts on their feeds every day on average. But if this seems too stressful or too stressful for you, focus on consistently appearing instead of sharing one post behind the other.
Publishing engaging content on Instagram a few days a week is enough to increase your engagement and influence on the account.
During Instagram Creator Week in June 2021, Adam Mosseri, Instagram CEO, revealed that posting 2 content on feed per week and 2 stories per day is enough to create Instagram followers.
But don't exaggerate! Companies that post every day tend to lose reach with more demanding users, who may end up hiding certain types of content on the network.
Ads to generate sales
I left this tip last, not by chance. We have all seen in recent months a drop in organic reach and engagement of personal profile accounts and also companies on Instagram.
It turns out that network algorithms are gradually being changed and what can now serve will no longer be interpreted by programming applied to Instagram gears, purely by platform business strategy that facilitates delivery to payers, and other words create ads and implsiones posts.
And we also know that companies (businesses) can no longer depend solely on organic reach. So having good ad planning can be the solution to be seen and get your content to reach the users.
Use the paid media that can be done directly on the Meta platform or on the Meta ad platform (Facebook).
You know that old beat-up sentence that there's no more free lunch? Yeah, it's still worth it and it's getting bigger and bigger. Test with paid boosts, promotions, offers, targeted campaigns and apply your media funding in the best way possible.
Digital performance agencies, such as National Vox Nvx, can help with your Instagram project. Talk to me here.
