What exactly is the Instagram algorithm?
In the early years of Instagram, there was no very sophisticated algorithm. You simply got to see your network's updates in chronological order. But the big Instagram update implemented in January 2018 turned organic reach upside down considerably. Instead of a chronological timeline, Instagram created an algorithm that completely personalized users' timelines based on their behavior and interests.
To do this, the algorithm considers thousands of individual data points, also known as "ranking factors.
These factors can be divided into 3 main categories, namely:
1. The ininterest area of the user:
The algorithm's task is to show Instagram users what they actually want to see. To do this, it looks at the types of posts and accounts that users have engaged and interacted with in the past. The more a post aligns with interests, the higher that post will appear in the user's feed.
2. The relationship with the user:
The algorithm assumes that people who have interacted with your account in the past will also be interested in your new content.
3. Recentness of content:
More recent posts are prioritized over older ones. This is just about the only aspect of the chronological timeline that remains in the new Instagram algorithm.
These are the main factors. There are also some other elements that the Instagram algorithm takes into account.
These have more to do with the user's own behaviour.
Frequency of use:
The algorithm looks at how often a user opens Instagram. Followers who look at Instagram several times daily are more likely to see your post. But people who only open Instagram once a month have an oversupply of new posts that Instagram has to choose from. With those users, it is much harder to appear at the top of their timeline.
The number of accounts followed:
How many people you follow also affects what you see.
This logic is similar to the previous one: people who follow 1000 accounts miss more messages than those who follow 100 accounts.
Session duration:
If users spend a lot of time on their Instagram feed, they are also more likely to see every post available.
In short, it all boils down to the fact that you can only achieve a large reach if your followers often interact with your content. But how do you ensure maximum interaction? How do you bend the Instagram algorithm to your will?
Some quickly applicable tips on how you can maximize interaction with your target audience resulting in greater reach.
1. Be consistent in your niche
The Instagram algorithm is constantly learning from you. Every post you share, hashtag you use and engagement you create gives the algorithm an indication of what your account is about. The more you put in, the more you'll get out.
The bottom line is to be consistent in your niche (from the content you post to the accounts you interact with). The easier the algorithm can "categorize" your account and its content, the more likely your account will be shown to relevant audiences through suggested profiles to follow, recommended Reels and Explore Page results.
2. Publish content when your target audience is active
Another way to rank better on Instagram is to post when your followers are most active and engaged. This increases the likelihood of likes, comments and shares because it means your community is not distracted by work or school. And this engagement is a huge indicator for the Instagram algorithm. The more engagement your post gets, the more likely it will be served to more users.To know exactly when your audience is most active, you can delve into your account's Instagram analytics. Under stats, you will find all the necessary information about your audience.
3. Use strong call-to-actions in your captions
According to Instagram, comments, likes, reshares and video views are the most important factors for ranking the feed. The best way to encourage more of this engagement? Add a strong call-to-action to the caption of your posts!
This can be as simple as asking a question or encouraging followers to tag a friend in your latest giveaway.
4. Customize your posts for Instagram 'SEO'
As we have already discussed, Instagram's algorithm is constantly "interpreting" your posts so that it can categorise your content and show it to the right audience.
In the past, this categorisation probably depended heavily on the hashtags used in posts. But Instagram now also has the ability to search by keywords. With this in mind, there are a few things you can do to optimise your posts for Instagram SEO:
- Write captions with relevant, frequently searched keywords
- Manually add alt text to your Instagram posts. Instagram uses image recognition software to automatically generate a description if you do not manually enter the alt text, but it is often inaccurate.
- Include up to 30 relevant hashtags in the caption of your post or in your first comment. Use these hashtags consistently in your posts and choose hashtags with a healthy volume of posts, but avoid oversaturated hashtags. Anything between 10K and 250K gives your post the best chance of being seen.
5. Embrace new Instagram features
One of the main ways to 'hack' the Instagram algorithm is to jump on the latest features quickly. Instagram gives extra attention to new features to boost their adoption, so learning to use them while the competition is still low can be a great advantage.
Take Instagram Reels, for example. Instagram has prioritised Reels in users' feeds in recent months - and early adopters are seeing great results.
6. Post regular stories with engagement-driven stickers
Interactions are a huge indicator for the Instagram algorithm - and Instagram Stories stickers are one of the quickest and easiest ways to boost engagement.
Poll, emoji slider and quiz stickers are fun and have a super low entry threshold, making them a real quick-win to encourage interaction. Question stickers, on the other hand, are a great way to encourage DM conversations, indicating a deeper, more personal relationship for the Instagram algorithm.
Whether you like it or not, it will remain a battle for attention on Instagram for now. If you want to win that battle, you'd do well to take the tips above on board. Could you use some help with this? Then don't hesitate to contact our experts contact! We are happy to help you!
