Social media platforms tweak their algorithms on a regular basis. It is inevitable that some of these updates will become noticeable from time to time, which means marketers will have to reconsider their strategy.

So, what exactly is the Instagram algorithm? Here’s what you need to know about how the Instagram algorithm works for feed posts and stories, the Explore Page, and Instagram Reels.

The blog includes the following content:


As part of Instagram’s approach to tailoring the experience for each user, Instagram claims to employ several guidelines, procedures, and classifiers.

In the initial algorithm of Instagram, posts were displayed chronologically based on their date of publication.

The Instagram algorithm will, however, be able to determine what content is shown to each user in 2023, and behaviour will vary based on where you are in the app: your feed, Explore Page, or Reels.

We’ll examine each one separately.


Instagram has learned over time that users typically enjoy viewing information from their friends, family, and those closest to them in their feeds and stories. In other words, you’ll see posts from users you follow and are familiar with starting with their most recent posts.

Several sets of data are needed to run the algorithm:

  • Information about the post: The number of likes, the date it was posted, the location, etc.
  • People’s interactions with the poster: How often do they connect with them?
  • The activity you’ve been involved in: Such as how many posts you’ve liked, etc.
  • The history of your interaction with someone: Whether or not you comment on each other’s posts.


The algorithm that determines which content you’re most likely to interact with is a challenging process, according to Adam Mosseri (Head of Instagram).

Mosseri stated, “We add and remove signals and predictions over time, working to get better at surfacing what you’re interested in.”


Generally speaking, the most significant signals across the feed and stories are:

  • Details regarding the post: These are indicators of how well-liked a post is, as well as less important details about the content itself, such as when it was posted, how lengthy a video is, and what location, if any, was associated with it.
  • Identifying information about the person who posted: This includes cues like how frequently individuals have connected with that person over the past several weeks, which helps Instagram obtain a sense of how intriguing the person might be to you.
  • Your activity: This constitutes signals like how many posts you’ve liked and helps Instagram determine what you might be interested in.
  • Your interactions with that person in the past: This helps Instagram understand your general level of interest in reading posts from a certain person. One illustration is whether you leave comments on one another’s posts.

With the use of all this information, the Instagram algorithm predicts your propensity to connect with a given post to present you with content.

In addition to all of that, the following factors also come into play when Instagram decides what to display in feed and stories:

  • Repetition of posts

There is a restriction on how many posts from a single user can be displayed on the platform.

  • Violation of Community Guidelines

In the event that an account violates the rules, its recommendations may be reduced or halted.

  • Misleading information

Posts that have been flagged as misleading will receive less prominence.

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Providing entertainment is Instagram Reels’ primary goal. As a result, you’ll frequently encounter videos from users whose accounts you don’t follow. It resembles the explore page greatly in that regard. The biggest distinction is that Instagram specifically focuses on content that might amuse you rather than what you might be interested in.

Broadly speaking, the most significant signals are:

  • Your activity: Instagram takes into account details like the Reels you’ve recently liked, commented on, and interacted with. These signals assist Instagram in determining the type of information that could be of interest to you.
  • Your interaction with the person who posted: Similar to Explore, it’s likely that you haven’t heard of the person who made the video, but if you’ve interacted with them before, it tells Instagram how interested you could be in what they’ve posted.
  • Information about the reel: These are markers of the video’s substance, such as the audio track, knowledge of the video based on pixels and complete frames, and popularity.
  • Details about the person who posted: To identify intriguing content from a diverse range of people and offer everyone an opportunity to find an audience, Instagram considers popularity.


Instagram Reels: Tips for getting discovered

The following best practices will make it easier for you to be discovered:


Do’s: Post Reels that

  • Engage people’s imagination (e.g., makes them laugh, delights them, grabs their attention, or have a funny twist).
  • Inspire others (e.g., start a trend that others can easily join in).
  • Makes use of creative tools such as text, filters, or camera effects.
  • Uses vertical video (as horizontal videos are typically harder to recreate).
  • Utilises Instagram’s music library as well as original audio on Reels.
  • Are an experiment! Don’t be afraid to experiment, be yourself, and see what works.


Don’t’s: Don’t post Reels that

  • Have a low resolution, making it blurry.
  • Contain visible recycled features from other apps (e.g., contains logos or watermarks).
  • Have a border surrounding it when uploaded.
  • Display the image with a large amount of text covering it.

These types of Reels won’t be recommended as often to people who don’t yet follow you in places like the Reels tab, as they will no longer be given priority, which will make them less prevalent across the app.

Tip: Add on-screen descriptions to your Reels content to make it more approachable and utilise pertinent hashtags and keywords to improve discoverability.

Related reading: A Guide to Instagram Marketing Features


The majority of the information in your Instagram feed comes from accounts you already follow, whereas the majority of the content in the Explore feed comes from new accounts. Explore was designed to help you discover new things, therefore the Instagram Explore Page algorithm shows you content that it believes you’ll find most interesting, based on your previous interactions.

Again, the first thing Instagram does is select a group of posts to rate. They look at signals like what posts you’ve previously liked, saved, and commented on to suggest images and videos to you.

It then ranks these posts based on the following indicators:

  • Information about the post: Here, Instagram is examining a post’s apparent popularity. These include indicators such as the quantity and speed at which other users are saving, sharing, and enjoying a post. In contrast, to feed or stories, Explore gives far more weight to these signals.
  • History interactions: Most likely, you haven’t heard of the person who shared the article, but if you have engaged with the, it gives Instagram an idea of your potential interest in what they shared.
  • Your actions: These include indicators such as the posts you’ve liked, saved, or commented on, as well as your previous interactions with posts in Explore.
  • Information about the person who posted: These are signals, such as how frequently a person has been contacted recently, that can be used to identify intriguing content from a variety of sources.

The Explore page is continually changing, with the addition of new topic categories and advanced search features on a regular basis. For instance, you may now get streams of relevant content by searching for keywords (as previously mentioned):

Instagram Algorithm| Explore Page Search by Keywords Example.Image Source 

This shows that in addition to the text in your caption, the Explore Page algorithm also takes into account the visual content of your posts. Consequently, you may increase the chance of your posts appearing on the Explore tab by consistently uploading interesting content with compelling captions, relevant keywords, and speciality hashtags.


The Instagram algorithm is rumoured to favour business profiles in its algorithm. However, Instagram revealed in a series of Stories on the @creators account that all account types are treated equally in terms of algorithms.

Instagram Algorithm| Personal, Creator and Business Accounts Q&A.Image Source 

Therefore, you won’t need to worry about whether you have a personal, creator, or business account if the Instagram algorithm ranks your content the same.

Related reading: Advantages and Disadvantages of an Instagram Business Account


Your Instagram algorithm ranking can be raised by encouraging as many interactions as possible, such as likes, comments, saves, and clicks. Aside from this, your content will be exposed to new audiences by gaining momentum outside your current community.

To improve your algorithm ranking and increase your audience, follow these six strategies:


1. Regularly post Instagram Reels

In the entire Instagram app interface, Instagram Reels are heavily advertised. Adding to the effectiveness of the Explore tab, it provides double the space, making it an essential strategy for discovering and developing new content. Make sure to keep things enjoyable, light-hearted, and amusing because the algorithm prioritises Reels based on their entertainment value.

Additionally, since the length of a Reel is taken into account, you should attempt to keep your videos brief to enhance the possibility that viewers will see the whole thing.


2. Consider your timing

A great deal of Instagram’s algorithm is based on interactions. The more likes and comments you receive within the first few seconds of publishing your content, the higher your chances of ranking. By reaching out to your followers during their most active times, you may increase the likelihood that they will engage with your posts and stories. In such a case, your content will get lost among the posts and Stories of other accounts receiving a lot of attention.


3. Start conversations with captions that engage

Instagram has acknowledged that likes and comments matter when it comes to feed ranking, therefore it’s a good idea to encourage as many as you can for your posts. The most effective method for doing this? Make engaging captions by writing quality content. You might do this by simply asking your followers to comment with their ideas, double-tap if they approve, mentioning a friend in the comments, or clicking the link in your bio.


4. Make your posts keyword-rich and hashtag-friendly

To increase the number of people who see your posts on Instagram, use keywords and hashtags. This will give your posts more views, which the Instagram algorithm will value more highly. Using a variety of Instagram hashtag suggestion tools you will be able to identify relevant hashtags for your posts automatically, based on your caption and other hashtags you search.


5. Utilise Instagram Explore ads

It could take some time to increase your Instagram account’s organic reach and get it listed on the Explore tab. The best strategy to increase engagement with an Instagram feed Explore ad is probably to employ one of the several formats available for Instagram advertisements. Instagram ads do not appear in the Explore newsfeed; they only appear when a user taps on a picture or a video in the Explore section.

Related reading: What Are the Different Types of Instagram Ad Formats?


6. Identify what’s working on Instagram using analytics

Monitoring how your content is doing on Instagram is a great way to fight the Instagram algorithm. Understanding what works and what doesn’t may enable you to design an effective and well-targeted marketing strategy. In addition to identifying which photo, video or Reel is most successful, you should also analyse your Instagram analytics. A thorough understanding of what influences your ranking can only be achieved through tracking important indicators over time.

To summarise, the greatest strategy for beating Instagram’s algorithm in 2023 is to be consistent and produce interesting content. The rest is handled by the algorithm!

You can contact one of our specialists at LOCALiQ for assistance with everything social media-related, including creating a free social media strategy and marketing your company on social media.

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