Instagram is an incredibly popular social media platform, with 1 billion monthly active users. But how many of those users truly understand its algorithm?
For anyone with a vested interest in social media marketing, or for small businesses trying to level up on social – it’s worth taking a few minutes to read this blog to better understand the science behind the Instagram algorithm.
What’s an algorithm anyway?
Don’t know what Instagram’s secret formula is for ranking posts? If not, you’re not alone!
The answer is the algorithm. The algorithm is the science behind what posts get featured every time you log on.
Why is this important? Once you understand the formula, it will help ensure that the content you produce is as ‘Insta-worthy’ as possible and will reach even more audiences.
All of the content on Instagram – from videos to Stories, images to hashtags – comes together to be ranked for the algorithm.
How it all started
Let’s look at the history of Instagram’s algorithm for a moment.
Way back in 2010 when Instagram first launched, it had a simple formula. The app was predominantly used by photo-lovers, allowing them to add filters and easily share their content with followers. Content was organized chronologically.
Fast-forward to 2016, and Instagram got a makeover. Influenced by the rising competition in social circles, it decided to change up its algorithm.
The marketers at Instagram HQ decided that posts would now be ranked by what they deemed users would find most interesting.
This was based on a couple of key factors, including: timelines, how users engage with posts, and their relationships with the accounts they follow. In simple terms, marketers now needed to work harder to engage with users and earn their rank!
The following year, in 2017, more updates were added. In addition to engagement, the relevancy of the content being produced started to be considered. Sharing and search history were also taken into account, as well as overall interest in accounts.
The last major algorithm update was in 2018. Instagram currently explains on their site that posts are selected for users to see based on factors like “the people you follow, or the posts you like”.
Ranking factors for Instagram’s algorithm
Currently, Instagram organizes its feed according to a set of rules, based on ‘machine learning.’ According to Instagram, this ‘ranked feed’ is now seen by 50% more users. In other words, there is no plan to change it at the moment.
Posts are prioritized on a number of factors, but here are three of the most important influences:
1. Freshness of content
We all want to see new, up to date content, and Instagram knows it. Therefore, recent posts are more likely to be favored over older ones. As a business, this means keeping your feed populated with lots of new, high-quality content. Focus on creating valuable content though, instead of overposting lower-quality content.
2. Interest from users
Have you ever noticed that you see posts from certain accounts more than others? It’s no coincidence – Instagram is programmed to give you more of what you want to see. They do this by basing new content on previous posts you’ve interacted with. For loyal fans and interested parties, this means that you’ll benefit from their repeat custom.
3. Engagement
Engagement is a broad word, so let’s narrow it down.
Instagram wants to prioritize content that you’re likely to be interested in. After all, it wants to keep you engaged and using the app for as long as possible. The average user currently spends 53 minutes a day on Instagram, so they’re definitely showing their audiences what they want to see.
How to rank higher on Instagram’s algorithm
So, now that we understand the ranking factors for Instagram’s algorithm, it’s time to put this knowledge to good use. You don’t just have to sit back and accept a low follower count, or wonder where it all went wrong. There are plenty of ways to boost your chances of ranking higher on the network’s algorithm.
Let’s take a look at a few ways that you can ensure your content gets top-placement on Instagram newsfeeds.
1. Custom content for Instagram
It pays to focus on the content you curate for Instagram. Although there are many tools available online to help you create snazzy social posts and standout videos, it’s worth remembering that there is no cookie cutter solution that works for everyone.
The more you invest in social media, the greater your results will be. This means creating high-quality posts that are scaled to Instagram’s dimensions and requirements. Halo Top Creamery is a great example of a brand that is creating exclusive standout content for the platform:
https://www.instagram.com/p/B_k23GCAN44/
2. Repurpose good content
All too often, small businesses think that once a post has been published, it’s done. But that’s not the best practice. Great content can be shared time and time again (within reason), since users aren’t always in the same time zone, and it’s easy for content to be missed.
3. Post at the right time
Yes, there’s a science behind when the best time to post is. There will be natural highs and lows as to when your users are online. If you’re using Business Account on Instagram (which we highly recommend utilizing for your brand!) tap Insights > Audience > Followers. There, you can analyze both Hours (the average times your followers are on Instagram on a typical day) & Days (the days of the week when your followers are the most active).
By posting at optimal times, you’ll cast the net wider, ensuring more users see your content.
4. Post frequently
As mentioned, Instagram’s algorithm prioritizes recent posts. To increase the chances of your content getting notices, you’ll want to post regularly.
The frequency can be a difficult balance to strike. Keep in mind that quality will always take preference over quantity. Once a day seems like a great amount that works for businesses. Avoid posting more than three times a day.
5. Tag away
Cast your virtual net and invite your followers to tag their friends on the comments of your posts. This will extend your reach and thus, your engagement. There are a few ways you can do this, for instance through competitions and promotions. Consider asking your audience to ‘tag a friend’ as a call to action at the end of your posts.
6. Dwell time
Instagram will up your algorithm ranking if users spend more ‘dwell time’ checking out your content. Use this knowledge to your advantage and share lots of rich content. Try out tactics like longer caption lengths that will encourage users to linger a bit longer om your content instead of simply scrolling past.
7. Keep it two-way
The joy of social media is that it’s a two-way platform. Long gone are the days where brands shared news and didn’t listen to their audiences’ reaction. Listen to what your followers say and reply. Address any concerns and always respond in a timely fashion to all comments and DMs. It’s a surefire way to boost your feed ranking!
8. Harness hashtags
Hashtags are impactful in many ways on Instagram. First of all, it’s a good signpost to bring in the right users. Additionally, Instagram’s algorithm is influenced by certain hashtags. The good news is that there are plenty of helpful tools that can help you find the right hashtags for your business.
9. Be mindful of followers
It goes without saying that you’ll have more competition with users who follow lots of accounts. Although this is something that is out of your control, try to pay attention to new joiners to Instagram. Build a rapport or relationship with these users early on to develop brand loyalty.
10. Use a monitoring tool
There are various apps (like Hootsuite) that show you which followers are active, and which are not. This is useful to know, since users that are defunct on Instagram, as well as low-usage users, reduce the chance of your content being seen.
11. Comment on other posts
Adding valuable comments to posts of accounts you admire is a quick and easy boost to your ranking. Be authentic and avoid spamming. This is a great way to extend your reach and have greater visibility.
In conclusion
Instagram’s algorithm shouldn’t seem like an unbreakable, intimidating source. Learning to understand it, and the value that it brings, can have many benefits for your business. Follow the tips in this blog and watch your Instagram engagement soar!
Be sure to read up on the latest Instagram features that are especially helpful for small business owners during the current COVID-19 crisis.
