De-Coding Instagram's Algorithm
The last few months have seen many changes for everyone, but Instagram has been BUSY when creating new features. And that means it’s time for another deep-dive into Instagram’s algorithm, so we know what we should post when we should post it, and how to make sure our audience actually sees it and double-taps.
Before we get into the weeds, let’s remember the most important thing about Instagram:
They are here to 👏 make 👏 money.
And the primary way they do that is through ads, which means (ta-da!) they want to keep users on the app as often and for as long as possible. The more we open the app, and the more eyes are on the screen, the more cash will come.
So, with that in mind, it makes sense that Instagram focuses on factors that encourage users to hang out on Instagram more! It learns, adjusts, and learns again how to serve up the best content to keep you watching, tapping, and swiping.
So what are these factors? Let’s talk about them.
Factor This In
There are five behaviors and connections Instagram takes into account when determining what content to show and when.
Interest
Timeliness
Connections
App usage
People you follow
Interest
Instagram to show you the posts you are likely to care about the most. If they show you content you’re not into, you’re less likely to come back. So Instagram reviews your interest in the content you see, from likes to follows to saves to just scrolling a tiny bit more slowly than usual. They track every little action you take and plug that data into the algorithm to deliver you better content.
Instagram also looks at the types of content you like to engage with over time and how it changes. If you have recently started to look at puppies’ pictures, maybe because you’re thinking about puppy adoption, then Instagram will start to show you more dog-related posts and ads. And, because they probably know other things about you like your age range or marital status, they can make some informed guesses on why you’re checking out this puppy stuff. It might feel like they’re reading your mind, but they’re tracking subliminal ways that you’re expressing your interests!
Knowing this basic fact can give you a considerable advantage in reaching your audience on Instagram (but more on that later).
Timeliness
This one is the factor we’re all used to. While Instagram hasn’t used a reverse-chronological algorithm in years, it still factors in when a post is published and compares that to how recently the user opened their app.
Knowing your audience well enough to know if they use Instagram morning, noon, and night (or not!) is key for getting the maximum amount of eyeballs on your posts. While there are many articles out there about the best times to post, YOUR best option is to do a little experimenting with your specific followers. Consider their lifestyles and when they’re likely to be scrolling on their feeds. Are they moms with free time at odd hours of the early morning or late evening? Are they professionals who are likely to open the app during their commutes and over lunch?
Pro tip: Use our tutorial on Instagram Insights to help you figure this out.
Connections
Interestingly enough, Instagram factors in your more extended networks too. Remember how they want to show you the content you’re interested in? That doesn’t only mean the family and friends you choose to follow; it ALSO means suggested posts from people who are friends with the people you follow. Whew!
What does this look like?
Here’s an example: If you and Sarah follow each other on Instagram, and tend to like each other’s content a lot, then Instagram might think you like Julie’s content as well. Who’s Julie? She’s Sarah’s old roommate, who also likes all the same posts you do.
Why is this a good strategy for Instagram? Your friends probably share a lot of the same interests, buy the same things, have similar jobs, and follow similar accounts as you, and it’s a safe bet that at least some of their friends are just like you, too. Research shows that “people with similar beliefs, values, and interests tend to stick together.” And Instagram knows a LOT about your interests and beliefs.
Knowing that this is happening on Instagram can be a little unnerving if you didn’t know about all this, but it can be advantageous if you’re planning a marketing campaign!
App Use
The fourth factor Instagram considers is how often you open the app and check your feed. If you’re a constant checker, then they want to make sure they show you different content than the last time you checked 5 minutes ago, so you may see something posted within the last few days from other profiles that you didn’t see before. It will have to dig deeper into the catalog of content to find something new and interesting for you.
However, if you only check your feed maybe once a week or once every few weeks, you will probably see content from recent days since Instagram wants to make sure you know what is most relevant.
If you really check it ALL the time, you might even see a note that says “All caught up!” That’s when Instagram would love for you to check out your Explore tab, click on some Stories or Reels, or otherwise seek out some fresh posts to look at. As long as you stay on the app, it’s all good with Instagram.
Number of People You Follow
You probably pay attention to the number of followers you have, but how about the number of people you follow? This is an essential factor for Instagram to consider because it determines the size of your content pool that Instagram can pull from. If you are following many people, they have a lot to work with, and you probably won’t see every single post from every person you follow because it would get overwhelming.
Next time you open up Instagram, take these points into account and see if you can figure out why Instagram shows you certain kinds of content. When you look at your Explore tab, what kinds of content do you notice? Is it all puppies, or a solid mix of things?
Next week, we’ll dive into three ways you can use this knowledge to own the IG algorithm for your next campaign. Don’t miss it! Subscribe to The Slice via email here.