This is How the Instagram Algorithm Works in 2021

There has been a lot of confusion regarding the Instagram algorithm especially this year, with a lot of content creators, small businesses, have seen a drop in engagement in their posts, reels, and views. So, just like a digital marketing course, I will be taking up some questions and discussions which people have been searching for answers.

Instagram has a different algorithm for different parts of the apps. Reels, feed, explore, stories, everything. I will be focusing on how Instagram ranks which post should go up first before the other.

At first when Instagram was launched in 2010, it was only limited to sharing photos, shared in a chronological order, but by 2016 it showed that users missed almost 70% of the posts showed in their feed. Instagram has now developed their own algorithm where it shows posts based on what the user care about the most.

Instagram Algorithm Ranking Signals

Relationship: Basically, it tries to understand your relationship with the people/account you have interacted the most, how often you visit their profiles, like their pictures, search their account by name, tagging each other in their posts, and how often you show up in each other’s DMs. So, if you have a small business account, or a content creator or any such page looking for reach, you can probably ask people to share your post on their stories, comment on your posts, tag your account wherever possible. This will lead to your post probably being on top of your follower’s feed. Instagram still makes sure that if you have a brand account with thousands of followers with consistent and loyal audience, it will recognize that.

Engaging with your Instagram followers will definitely increase your organic reach.

Timeline: The algorithm still gives priority to the posts which are the most recent ones, even if your post isn’t the most recent one, Instagram assures that it will be shown in every follower’s Instagram timeline at some point. So how can you make sure that your post is the most recent one posted? It’s easy, make sure you post it at a time when your users are active the most. Generally, users based in India are active between 12noon to 9pm, with peak at 6pm.

Interest: This signal is truly based on what people actually want. If you are interested in cricket, or a specific sport, Instagram tracks your interests, and it makes sure that your explore has content in the posts you are actually interested (In this case cricket). For brands who want their posts to be featured on explore, they need make sure that their content is worth the reach, interesting, factual, and engaging enough to receive that amount of reach. There is no shortcut for this signal. The post must be truly appealing to the field and type of content you want to target.

Frequency of use: If you have a follower who opens Instagram 15 times a day, he will have a higher probability to see your post than someone who opens Instagram twice or thrice a day.

People who open Instagram twice or thrice will have a lot of backlog content like posts and stories on their feed which will lead them only seeing the selective interest posts.

Following: It’s a simple logic; if you have a follower who follows 100 accounts, he is more likely to come across your post than a follower who follows 1000 accounts.

Session Time: The more session time one spends, the more likely they are to “get caught up” with all their posts.

So now that you have all the information on how Instagram justifies its algorithm, what can you do to make sure you get the reach you want.

Use carousels/multiple posts: Posts that have good engagement earn more reach. That’s how the algorithm works. Carousel posts act as a good tool to increase engagement multiple fold. If one wants to showcase several snapshots of the same product/theme, carousel posts are the go-to. They are more detail orientated and give viewers a rather enhanced idea of the product/theme.

Posting Consistently: If your main aim is growing followers, reaching more and more people and engaging vigorously, this is the key. Setting up a consistent timeline of your posts and stories (say 2-3 every week and 1 story every weekday), is enough to trigger engagement and reach. On the other hand, trying to buy followers is a big red signal.

All that matters is how authentic your content is.

Don’t pay heed to myths:

Shadow banning is not real! Violating Instagram’s Community Guidelines. There are high chances of your account getting disabled if your content violates Instagram’s code of conduct.

Just like shadow banning, reach cap is fake too! Things like creator accounts, branded content do not affect your feed ranking

Make sure to try new tools:

The biggest advantage users have today is Instagram Reels. Instagram is currently promoting Reels in the feed. They have the potential to reach a very huge audience. Posting reels with top notch content will attract new eyes leading to engagement.

Use more appropriate Instagram hashtags:

Using correct and relatable hashtags on your posts will help people discover you faster and better. Hashtags are free, so one should exploit this feature to its best. Use hashtags that fit and describe your content. Research well and use precise tags to direct audience towards your page.

Post at the correct time:

Studies have shown that most people spend an average of 30-45 minutes on Instagram, daily. Posting at the right time will help Instagram direct your content to them. Knowing the behaviour of your audience, keeping industrial benchmarks in mind and analysing your account’s data are the prerequisites for using this tip.

Connect with your audience

Make an impact on your audience’s minds and hearts. That’s the only way to win over the algorithm. Connect, converse, create engaging stories, conduct surveys, know your audience better, and know what your audience expects from you.