In fact, the Instagram algorithm is what decides which posts will appear every time a user opens the app.
Below, we candidly document how it works so you can be sure your content has a chance of being seen during the 27 minutes a day users spend scrolling Instagram.
However, in times of upheaval, attention is gradually saturated and brands have to try harder.
On top of that, Instagram's algorithm is based on machine learning, so the way it ranks posts is constantly evolving.
We have the latest in algorithmic work to help you optimize your Instagram Marketing strategy, and help you build relationships with your audience.
Since Instagram ended its reverse-chronological feed in 2016, each individual's home page on the platform has been organized according to the rules of the algorithm.
According to the official Instagram account of @Creators, this provides a better experience for users.
So, what factors does the algorithm care about?
The Instagram algorithm is based on three main ranking signals as follows:
More and more, Instagram wants people to spend time enjoying the app in a meaningful way, not just because they're addicted to scrolling through the feed.
Accordingly, the algorithm displays posts from accounts that users have previously interacted with.
Exchanging Direct Messages, tagging each other in posts and regularly leaving comments are actions that demonstrate close relationships between accounts.
If users have enjoyed certain types of posts in the past, the algorithm will tend to show similar types of posts in the future.
For example, if a user interacts more with verified accounts or business accounts, they will also see other accounts with similar post types.
In other words, people who engage with posts like yours will see your posts.
The most recently posted articles will often be pushed to the top of people's home walls.
Other factors that will affect the user's home wall include:
Meanwhile, you can rest assured that your business account will not be downgraded or affected by the following:
Now, let's get into some important practices in applying Insights to your own Instagram strategy.
To appeal to the Instagram algorithm, you first need to build a relationship with your audience.
What does it mean to be consistent on Instagram?
If you engage your audience massively – specifically 6 Stories, 3 posts, and of course 1 IGTV Video per day – you have created a certain level of anticipation.
(If the answer is yes, we appreciate you. And we'd like to recommend scheduling your Instagram posts, because you'll definitely need it.)
In short, any posting frequency or format a brand chooses depends on the supply in the first place.
Keeping an eye on Instagram analytics is arguably one of the best ways to gain insight not only into how your audience is feeling, but also about how the algorithm sees your brand.
Which post is making the audience say "wow"?
If you have a business account, take a look at Instagram's native analytics.
Once you have a well-rounded content schedule in hand with plenty of analytics detailing exactly what your audience wants, it's still no simple task to source or create enough content to feed the engine.
Upgrading and remixing your most realistic content has two benefits: you already know the algorithm likes it, and it also saves you a ton of time.
Here are some super simple ideas to maximize your visual assets:
The most important thing is still the creativity you put in.
This term may sound a bit broad, but what we mean here when we talk about UGC – “user-generated content” is: users who are not paid at all but post about your brand on Instagram with absolute enthusiasm.
This has quite obvious benefits when it comes to algorithms.
The idea here is to build loyalty and enthusiasm that will inspire people to support and promote your brand.
Of course, you can always recruit ambassadors directly.
There are many ways to celebrate your passionate fans: in many cases, reposting them on your brand's homepage, for example, is sure to win you some love.
Or you can also run a contest/minigame on Instagram with relevant prizes to promote.
Pro tip: Avoid reposting everything a user sends you.
We won't go too deep into Instagram Influencer Marketing here, but finding a partner with a complementary audience is one of the best ways to expand your reach to new audiences, while also capturing the attention of your audience with other related angles.
The result – if your audience is as excited about collaborating as you are – will give you an additional incremental boost from the algorithm.
For example, Oppo Vietnam regularly collaborates with their customers.
Of course, Oppo could easily go out and "collaborate" (pay) with a celebrity like Son Tung MTP for a big campaign.
No one really counts likes on Instagram anymore.
For brands, whatever people care about – like warm gestures or connections between people – is also what algorithms care about (or will care about, as a new evolution.)
What is the traditional way we mention here?
Pro tip: Don't waste money buying likes, buying followers and don't try old interaction tricks again.
On Instagram, Hashtags are an indispensable tool to get your content in front of viewers with the most engagement.
That said, overusing your Hashtags is one of the easiest ways to rub the Instagram algorithm the wrong way.
The most important thing is still to maintain honesty.
On the other hand, if you annoy people too much, you will find yourself flagged for overusing Hashtags.
We've saved the easiest advice for the end.
If you're wondering when is the best time to post on Instagram, we've got you covered, industry by industry.
But your best bet is to take a look at your audience's regular habits and use Instagram's scheduling tools to ensure posts go live when they're paying attention.
Source: Paige Cooper
Editor: GUDJOB
