Instagram Algorithm: How It Works and Tips for 2024

Here’s the latest on how the Instagram algorithm works and how you can evolve your Instagram strategy to get the most out of the platform today.

It’s an often-debated question: How do you please the Instagram algorithm so your posts get in front of your target audience? 

While Instagram’s algorithm is constantly changing and we may never really know exactly how it works, there are a number of insights that can benefit your business’s Instagram strategy.

Keep reading to learn more about how the Instagram algorithm works in 2024. We’ll take a look at some of the most recent updates, features, and factors that influence your Instagram reach.

What is the Instagram algorithm?

The Instagram algorithm is a set of instructions for how and when to display a piece of content to any individual user. The algorithm considers hundreds of factors, such as user history, location, profile, device, trends, relevance, popularity, etc.

From search engine optimization (SEO) to social media, algorithms are often what determine who actually sees the content you publish and who doesn’t. As these algorithms change, yesterday’s marketing tactics might become less effective tomorrow. That’s why your strategy on each platform needs to constantly evolve too.

On Instagram in particular, simply posting on a regular basis with the right hashtags won’t necessarily guarantee that your new content always reaches its intended audience. Instead, you’ll need to consider how you can work with every Instagram algorithm update to shake up your approach to marketing and selling on Instagram. 

How does the Instagram algorithm work in 2024?

The Instagram algorithm dictates the order in which posts are displayed for users as they’re scrolling through their feed.

Based on specific signals, it prioritizes the best posts, pushing the most relevant ones toward the top and giving them the most visibility. Meanwhile, content that’s less relevant to a given user ends up being placed further down their feed.

While it’s important to note the algorithm is always subject to change, here’s what we know about how the Instagram algorithm works in 2024. 

Three main Instagram algorithm factors that affect content ranking are:

1. User relationships. If a user has interacted with a lot of your past Instagram content, it’s more likely the algorithm will show them your future content. That means continual, repeat engagement on your posts is important for both building a loyal community and hacking the Instagram algorithm in 2024.
2. User interest. This algorithm signal is based on whether the user interacts with similar posts and accounts when they explore Instagram. Users who also engage with similar content are more likely to be shown your posts.
3. Post relevancy. When you publish a post on Instagram, the algorithm gives it a relevancy score, which impacts who it shows in the feed. This relevancy score can be influenced by things like timeliness and trending topics. 

Other notable considerations include:

• If a user follows a lot of accounts, you’ve got more competition for the top spot in their feed.
• If a user either doesn’t spend a long time on Instagram or doesn’t open the app that often, you decrease the odds of having your content seen if you aren’t in one of their very top slots.
• In terms of organic reach, the algorithm tends to negatively impact personal accounts more than business or creator accounts.
• If a user’s content doesn’t comply with Instagram’s community guidelines, Instagram will take that post down. If it happens repeatedly, Instagram will suspend that user’s account. 
• If a user posts something labeled as misinformation, Instagram will put a label on the post and lower it in feed and Stories. If a user posts misinformation multiple times, Instagram may make that user’s content much harder to find. 

Instagram feed and Stories

Most of what you see on your feed and in Stories are recent posts from people you follow. After those, Instagram’s algorithm further customizes the order you see these feed posts and Stories. 

The most important signals the Instagram algorithm takes into consideration for ranking are:

• Basic information about the post or story. This means things such as how many likes it’s gotten, what time it was posted, and even whether there are location tags on it. 
• Data on the account that made the post. Things like how many people have interacted with this account in the past few weeks (i.e., How popular is this account?). The algorithm uses this information to gauge the probability that you’ll be interested in this account’s post.
• Your account activity. It keeps track of how many posts you’ve liked, shared, and saved, then uses that information to gauge what posts you’ll be interested in. 
• Your interaction history with this specific account. This means measuring how often you’ve lingered on their posts, commented on them, liked them, saved them, or gone to the account’s profile page. 

Instagram takes all this data and then makes educated guesses as to what types of content should be presented on each user’s feed.

Although Instagram’s algorithm will always personalize your main feed using the signals explained above, any user can also choose from a couple of additional feed customizations: 

• Following: Chronologically displays and prioritizes posts from accounts you’ve followed in chronological order in your feed. 
• Favorites: Chronologically displays and prioritizes posts from accounts you interact with the most. 

Instagram Explore

Instagram’s Explore page algorithm is designed to help users discover new things. It uses the same signals as the feed and Stories, but uses them to curate and rank engaging content for individual users. The user actions that the Explore algorithm pays the most attention to are likes, saves, and shares.

For example, if an Instagram user is a huge fan of Avengers movies, Instagram may find other popular Marvel content to send to that user’s Explore page, or maybe even superhero content from other franchises, like DC or Image. 

To get featured in a user’s Explore page, use strategic hashtags and jump on recent trends. Take advantage of hot topics or news stories to get your posts ranked higher on users’ Explore pages. 

Instagram Reels

Like Explore, users usually see Reels from accounts they don’t follow. Instagram uses the same signals as it does for Explore, but focuses on what will entertain that user. One of the main things Instagram focuses on is predicting whether a user will watch a piece of video content all the way through. 

To increase visibility for your Reels, share them to your feed first and include hashtags and a location tag. Also, try to interact with Reels that will appeal to your target audience. Reels are designed for users to discover you, so you’ll want to jump on a strategy for maximizing your Reel content as soon as possible.

You might be wondering how all of these facets of Instagram’s algorithm will influence your own Instagram marketing strategy. So take a look at some of the different ways you can adapt your approach to reach more of your customers.

Top Instagram algorithm ranking factors

While specific ranking factors may change over time, there’s still a common theme: 

Instagram wants to keep users on its platform, and it will reward accounts that can successfully do that. 

So what does that mean? It means keeping the focus on your audience—the people behind the likes and comments and shares—and maintaining a consistent mission to serve them first, then the algorithm second. 

Instagram also likes accounts that: 

• Use its latest features and tools—don’t be afraid to be an early adopter!
• Post quality content that isn’t spammy or clickbait. 
• Include a variety of content types in your Instagram strategy—post Reels, galleries, photos, Stories, and more. 
• Don’t forget to engage. If you want to create a community, you need to be part of the community rather than just broadcasting to it. 

10 tips for working with the Instagram algorithm in 2024

Keep the following tips in mind when trying to take advantage of the Instagram algorithm for your business.

1. Focus on relationships, not just reach

Audience loyalty and continual engagement from your followers is now more important than ever, especially since it can earn you one of the top spots in their feeds.

Some ways to create these relationships with your content include:

Post user-generated content on your Stories 

Often referred to as “UGC,” user-generated content is content about your brand that your followers have created and posted. Typically, posting UGC inspires the creation and sharing of more UGC. That’s because UGC creators might tag you in their Stories, which further expands your digital footprint on Instagram.

Share Reels

The Instagram algorithm tends to more broadly share content created using the platform’s newer features—and Reels is one of them. Instagram Reels are short, entertaining videos your business can post on Instagram. All video feed posts are automatically uploaded as Reels. You can record clips with audio, effects, and different creative tools to amuse or educate viewers and grow your Instagram following. Reels are shared on your feed and can appear on the Explore page to reach more people.

2. Comment on posts from relevant users and brands 

Leave comments on content from potential customers, relevant influencers, and other businesses in your industry. Taking an interest in users and engaging in this way can help you build relationships that go beyond your own feed. 

If you’re able to post first on larger accounts that have a big following, it can help get your comment more visibility and attract more Instagram followers for your profile. Think about accounts that your target audience is likely to follow, follow them, and join the conversation.

When commenting on other accounts, be genuine and add value. Don’t just look for opportunities to make a sales pitch or leave generic or spammy responses. For example, if someone tells you to check out the link in their bio about their new product, actually click the link in their Instagram bio, check out their product, and leave a thoughtful comment. Show your brand’s personality and engage in a meaningful way.

For example, Gymshark can be found in the comments on posts by UFC heavyweight champion of the world Francis Ngannou, among other athlete influencers. Those are places where the brand gets a fair amount of exposure and the chance to build relationships with its target audience. 

You can even opt to get notified of new posts for specific accounts so you can comment early. Thanks to the Instagram algorithm’s focus on recent content, commenting early increases the likelihood your comment will be seen by more people.

To do this, you first need to be following the account. Then, from that user profile, click on the three dots located in the top right-hand corner of the app and tap “Turn on post notifications” to start receiving push notifications whenever that user publishes a new post.

In addition to connecting with similar-minded creators, try following certain hashtags with relevancy to your brand and engaging with posts that use those tags. This is another great way to optimize for higher engagement rates.

3. Respond to comments while they’re fresh

Have you noticed a lot of other business profiles responding to as many comments as possible on Instagram?

This creates social proof for your content, increasing your comment count while also encouraging further replies. But it also boosts your chances of earning more engagement while your post’s potential reach is at its peak.

Responding to a comment can also encourage follow-up comments from the original poster, even if it’s just a thank you for answering a question. In some cases, though, this can jumpstart a conversation, giving you significant engagement that will help the reach of this post and future posts, too.

4. Use hashtags to reach active users

Instagram hashtags can increase your reach by helping you show up in relevant searches.

For this tactic to be effective, you need to choose the hashtags your target audience actually searches through to discover content and other users.

Community hashtags are especially active. These niche hashtags may not have as many posts as the more popular hashtags, but they are already being circulated and searched through by groups on Instagram looking to connect with others who are interested in that topic, movement, or community.

This is where you’ll actually get views that can lead to clicks through to your profile, engagement, and, potentially, new followers.

While these valuable hashtags will differ by industry, you can generally spot them because they adequately describe your ideal customer and are continually populated with new posts under the same theme.

Here are some examples of community hashtags:

• A merchant selling custom luggage could use the community hashtag #welltraveled.
• Online stores selling beard oil could opt for #beardlife.
• Store owners that sell health food items might choose #livingfit.

Don’t just add these hashtags to the Instagram captions of your own posts, however. Click through and engage with the posts you see that are using them. A simple like on someone’s post, at the very least, might translate into a profile view or even a follow.

Again, even if your posts aren’t reaching these users, you yourself can through proactive commenting.

5. Repost old content to Stories

If you’re struggling to figure out what to post on Instagram to get traction on the platform, or you want to make sure specific content gets seen as much as possible, repurposing past posts via Stories is a good way to go. 

Especially as your following grows, repurposing content by sharing through Stories is preferable to deleting a post and uploading again to make it more recent. Repurposing brings your best content back to the top, showing it to more people who may have missed it the first time around. That helps to boost the total number of engagements on a post.

Repurposing content can be a huge time-saver, but remember to do it sparingly, switch things up, and prune your own feed to remove repeat content. Users can still scroll through your gallery, and you don’t want them to see the same photo come up over and over again.

6. Encourage engagement on your Stories

It’s wise to prioritize Instagram Stories in your strategy for a number of reasons. Stories get a lot of attention because they aren’t subjected to the same algorithm as posts in your feed. They’re also a great way to speak to your followers and build loyalty, resulting in more engagement on your Instagram feed posts and, thus, more reach. Plus, unlike posts in your feed, you can drive traffic to your website directly through links in Stories.

There are several ways you can optimize Stories:

• Add hashtag stickers with your branded hashtag. When users tap through on your branded hashtag sticker, they’ll be taken to a feed of static posts using that hashtag, whether they’re your own, UGC, or both. Add a location tag as well to help your content show up in local searches. 
• Share Stories from other users. Instagram allows you to not only be notified when someone shares a Story that mentions you, but also to then share their Story directly to your own. You can even encourage or incentivize your followers to share one of your posts to their Story.
• Inspire engagement with interactive stickers. This includes poll stickers, the emoji slider, and question stickers. The latter lets you ask users questions and then post their replies to additional Stories later on. This gives you even more content that your followers can interact with and share.

You can also share your own Instagram posts to your Stories. Simply tap the direct message button on one of your own posts and you’ll see the option to “Add Post to Story.” From there, you can resize the image and apply text and stickers.

This is a great way to maximize the impact of your social media marketing strategy by ensuring your most important posts (like a new product announcement) will have a better chance of reaching your followers. 

7. Pay for reach with Instagram ads and influencers

The fastest way to solve limited organic reach on any platform is to pay for it instead. Done correctly, this can give you a burst of momentum that can help you drive better organic results later on. You have two main options here: Instagram advertising and influencer marketing.

Keep in mind that Instagram ads cost money. The ad spend can add up quickly if you’re not careful, but it’s a good investment if you’re having trouble gaining traction on the platform.

Be sure to set a lifetime budget, especially if you’re new to Instagram, so you remain in control of your spend.

8. Work with micro-influencers and creators

The next big thing on social media isn’t accounts with millions of followers; it’s micro-influencers and creators. Instagram has updated its algorithm to give more weight to smaller pages’ content, encouraging these creators to continue to post and share their content. Therefore, it’s a good idea to collaborate with these smaller pages on campaigns to boost visibility for your brand. 

9. Tag a location

The more data you can give Instagram, the better it understands your content. Including location tags can help you show up in more places, encouraging more engagement and ultimately sending signals to Instagram that your content is high-quality and worth boosting. 

10. Monitor how your efforts translate into results

You can track your progress with these strategies by checking your Instagram Insights for telling metrics. While most people focus on follower count, you’ll learn more about what your Instagram marketing is doing for your business by looking at accounts reached, accounts engaged, and total followers.

The Instagram algorithm may change, but building relationships doesn’t

If you want to get the most out of Instagram, it’s not enough to fixate only on publishing content regularly. Instead, it’s essential that you also focus on overall relationship building and high-quality content while engaging with Instagram users on your posts and others.

Instagram algorithm changes will always happen. But if marketers are willing to change with them, you’ll find surprising new ways to reach your audience.

Instagram algorithm FAQ

What are the 3 main factors of the Instagram algorithm?

Three things that matter most to the Instagram algorithm are your relationship with the user, interest the user has conveyed, and relevancy of the post.

What is the current Instagram algorithm?

The Instagram algorithm is a mix of factors that helps Instagram decide what content to show users and what not to show them in their feeds.

How do I optimize my posts for the Instagram algorithm?

• Take quality photos. 
• Publish consistent Stories and Reels.
• Publish video content.
• Go live.
• Post during peak hours. 
• Use hashtags.

How do I control my Instagram algorithm?

You can’t control the Instagram algorithm, but you can learn about how it works and find ways to use it to your advantage. This post has lots of information about how the Instagram algorithm works and how you can make it work in your favor.