Wondering how to grow your Instagram business or want to start an Instagram account but don’t know where to start? You came to the right place. In this article, we’ll explain how Instagram works in 2021 and what you can do to be at the top of your online game.
The first thing you need to know is that the Instagram algorithm decides which content gets seen. Every single time a person opens the app, the algorithm instantly combs through all available content and decides: which posts go to the top of the newsfeed, and in what order; which posts are featured on the Explore tab; in which order Stories, Live videos, Reels and IGTV videos show up, in the feed, and their respective tabs, and so one and so forth.
What is the Instagram algorithm?
Basically, the Instagram algorithm is the set of rules that controls your content’s organic reach. It studies user behavior on the app and uses your previous activity to decide what content you see on your feed and explore page and how others on the platform see your content.
As a business, unless you’re entirely reliant on paid ads, it’s essential to understand how the algorithm works and what you need to do to make sure that your content gets to your target audience.
How does the algorithm decide which piece of content is worth showing or not? Simply put, it looks at the user’s past behavior, sweeps all the available posts or pieces of content, and then evaluates each one to predict how interesting it is to that user. The most interesting content goes to the top.
How does the Instagram algorithm work?
How the Instagram algorithm works for posts
When it comes to the algorithm there are a few factors, called ranking signals, that Instagram takes into account. Instagram algorithm ranking signals are thousands of individual data points that fall under three major categories:
Relationship
The algorithm assumes that people who’ve interacted with your account in the past will be interested in your new content. So when it decides whether to show a post to one of your followers, it evaluates your relationship:
- Do you follow each other?
- Did they search for you by name?
- Do you message each other, or leave comments?
- Do you tag each other in your posts?
- Do they save your posts?
Balloonline note: If you have an audience who is loyal and constantly engages with your content, the algorithm will recognize that. So, engaging with your audience helps you increase your organic reach.
Timeliness
The Instagram algorithm also assumes that the most recent posts are most important to people. While Instagram insists that all posts do, at some point, show up in a user’s feed, newer posts are often ranked higher in the newsfeed than older ones.
Balloonline note: This means that the best way to reach your audience is by posting constantly and when they are online.
Interest
The algorithm’s job is to give the people what they want and, at times, some diverse but preference-related content.
Balloonline note: In order to get your content to your audience, you need content that is truly appealing to them. There’s no easy way to find your niche and voice, you’ll have to try and try again until you find it.
Other ranking signals
There also other ranking signals that can affect the algorithm:
- Frequency of use
If you have followers who open their feeds 12 times a day, they’re more likely to see your post than people who check Instagram twice a day. People who don’t open the app frequently end up with a backlog of content built up, and therefore rely more heavily on the algorithm to select what they see.
- Following
This logic is similar to the above: people who follow 1000 accounts miss more posts than those who follow 100 accounts.
- Session time
If your followers spend a lot of quality time with their feed, they’re also more likely to see every post available.
How the algorithm works for stories
Instagram Stories that appear first in a user’s feed is from accounts they engage with most. Comments, likes, and DMs all count toward your place in a user’s feed. Users are also shown Stories by location, which is why using location hashtags in Stories can be quite useful.
The more people engage with your brand through Stories, the more likely they’ll be to see your updates every time you post. Knowing this, you’ll want to consistently post Stories to reach people as they open their Instagram account.
Balloonline note: Use stories to also repost content from your audience or engage with them through polls, F.A.Qs, or live videos.
How the Instagram algorithm works for Instagram Reels
The algorithm for Stories and Feed posts will push the relevant posts from the accounts we are following. Meanwhile, the algorithm that runs for Instagram Reels is different.
Technically, Instagram will prioritize the content we typically engage with. In other words, Instagram will recommend relevant videos from any account.
Here’s how the ranking algorithm works on Reels, confirmed by Instagram themselves:
- Which reels you have recently engaged with
- Your history of interacting with the person who posted the reel
- Information about the reels: which audio is used in the reel? How popular is it?
- Information about the person who posted: how other users interact with this person?
Balloonline note: We also recommend using hashtags and popular sounds in order to rank better.
How the algorithm works for IGTV
The Instagram algorithm works on IGTV is similar to how it does with Instagram Reels. Instagram will suggest the videos we’re most likely to be interested in.
IGTV is long-form content that can last 15 minutes if uploaded via mobile & 1 hour if uploaded via the website. That’s why re-uploading existing Youtube videos to IGTV can save you lots of time and effort.
Balloonline note: to expand your IGTV reach, we recommend you post a preview on your feed to give your followers a sneak peek.
How the algorithm works for the Explore Page
Just like we mentioned before, the explore page will also show you content that you are interested in or something related to your preferences. What is important to keep in mind is that on the Explore Page you mostly see content from users you don’t follow yet.
Tips and tricks on how to use the algorithm to your advantage
Now that you know how the algorithm works let’s put it to good use, shall we?
Hack #1 – Post at optimal times
In order to maximize your posts’ visibility, do not post randomly. Instead, try to publish your content on Instagram at the times when your followers are active the most. To see this, always check your Insights. Go to your audience and scroll down to the bottom in order to see the best posting times.
Balloonline note: Keep in mind that if you are a new account the insights might not be available until you have a bit of a following. Or if you see massive growth, make sure to check if the peaking times have changed.
Hack #2 – Use the new features
Instagram constantly adds new features to the platforms so make sure you use them in order to get your message across to your audience.
Balloonline note: Instagram currently favors video content over photos so make sure you get onboard the “Reels” train.
Hack #3 – Use the location option
If you are a small restaurant or coffee shop, for example, it’s important to get to the local community first. Once the Instagram algorithm gets that you drive real engagement with your followers, it would favor your Instagram profile more.
Balloonline note: You can also convince your customers to use your location when they come to your business. Like that, you get more user-generated content for free.
Hack #4 – Use hashtags
There’s a whole debate around hashtags, whether to use them or not, how many, which ones, that it can be confusing even for the most experienced Instagrammers, but we think they are useful if you use them properly.
Balloonline note: Putting in relevant and quality hashtags can help Instagram categorize your content more accurately and recommend your posts to the users who are really interested.
Hack #5 – Be consistent
This is key to whether you’re looking for help with reach, engagement or follower growth is to post consistently. On average a business posts about 1.56 times to their feed per day.
Balloonline note: If you’re a small business and you’re doing everything by yourself, even if you don’t post every single day, is important to engage with your followers as often as you can.
Hack #6 – Engage, engage, engage
Apart from curating unique and high-quality content for your Instagram posts, you should also engage with your audience and other similar businesses.
Balloonline note: Leave comments, share content, ask questions, like posts. This will all help you reach potential and relevant customers.
Now that you know how the Instagram algorithm works, time to get to work! Don’t forget to follow us for more tips and tricks and if you have any questions you can leave them in the comment section below.
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