How the Instagram Algorithm Works + 5 Tips on Navigating It

Ever wonder why certain posts show on your Instagram Feed while others don't?

That's because of the Instagram algorithm — a complex and ever-evolving system that decides what content to show on people's Feeds based on their interactions. If you're a creator, the algorithm plays a huge role in determining who sees your content and how far it reaches.

From the regular Feed to Stories, Explore pages, and Reels, we'll explain how the Instagram algorithm works and share tips on using it to your advantage.

What’s the Instagram Algorithm?

Think of the Instagram algorithm as a behind-the-scenes content curator, showing the most relevant and engaging posts first. Rather than displaying posts chronologically, the algorithm prioritizes what it thinks you'll find interesting based on past behavior. 

This process makes Instagram a user-centric app where people see content that makes their time on the platform more enjoyable. For creators, this means the best way to get more users to see your content is to ensure it meets the engagement factors driving the algorithm.

How Does the Instagram Algorithm Work?

No matter which part of the platform you’re using, the Instagram algorithm decides what content to show you by measuring engagement metrics, such as likes, comments, shares, and saves. This past behavior tells the app how likely you are to engage with a post. 

Instagram uses a few different methods to sort content in the Feed, Stories, Explore, and Reels sections. Here's how it works.

Instagram Feed Algorithm

• The post’s popularity — The Instagram algorithm boosts content that gets a lot of engagement soon after publication. These popular posts have a higher chance of showing up in more Feeds.
• The account posting — The algorithm also factors in who posted the content. If you frequently interact with a specific creator, their posts will more likely appear on your Feed.

Instagram Stories Algorithm

• Engagement with an account's Stories — If you regularly engage with an account's Stories by viewing, reacting, or tapping to see more, Instagram's algorithm will rank that account's Stories higher in your lineup.
• Connection to specific accounts — The algorithm looks at your Close Friends and relationships with certain accounts based on direct messages and interactions. If you frequently DM or tag a particular account, their Stories will appear toward the beginning.

Instagram Reels Algorithm

• Reel information — The algorithm analyzes each Reel's audio, video length, caption details, and hashtags to better understand the content. Instagram pairs this information with your past behavior to try and determine which content you’ll find most entertaining.
• Post length — Instagram favors posts that people watch in full, so creators should use the ideal video length (between 30 and 60 seconds) to keep audiences interested and improve their chance of going viral.
• The account posting — The algorithm will show Reels from accounts that frequently post high-quality, engaging content, even to Instagram users who don't already follow them.

Instagram Explore Page Algorithm

• Post details — Instagram's algorithm analyzes specific details about a post, like its engagement, the type of content (whether it's a photo or a video), and hashtags. Posts with high engagement and popular tags will more likely feature on the Explore page.
• Unwatched accounts — The purpose of the Explore page is to expose you to accounts you haven’t seen before. Using all the previously mentioned metrics about your preferred content, Instagram tries to find new creators for you to follow.

How To Navigate the Instagram Algorithm in 2024

Instagram’s algorithm might seem confusing, but you can use it to improve your account's visibility. Here are a few ways to align with the algorithm.

Use Instagram Stickers To Encourage Engagement

Instagram has interactive stickers like quizzes, question boxes, and emoji sliders you can add to Stories. Get creative to get the most out of them — ask your audience for feedback and suggestions on upcoming content, add fun quizzes related to your niche, and run quick polls about trending topics. 

Ultimately, the goal is to make interactions enjoyable and effortless for your followers so they're more willing to participate. The more interactions your Stories receive, the more favorably the algorithm will rank your content.

Share Content During Peak Engagement Times

Don't post as soon as you finish editing — get specific with your timing. Use Instagram's insights to understand when your audience is most active. Then, test different posting times to see when content gets the most immediate reactions. This can vary depending on the day of the week, public holidays, and even time zones if you have a global audience.

Try to plan Instagram posts, Stories, and Reels around your followers' routines. For example, if you're targeting people aged 18–35, early mornings or late evenings are probably the best times to catch them scrolling, since they won’t be working or in school.

Use Instagram Analytics to See What’s Working (And What’s Not)

The Instagram Insights dashboard is packed with information that can help you tweak your content strategy for more clicks. Pay close attention to metrics like visits, clicks, and DMs to find patterns. 

Are specific formats (carousel posts, single images, Reels) regularly outperforming others? Are there particular days when your followers are more responsive? Use this data to create content that suits your audience's habits and preferences.

The data here will also point out any drops in engagement. If you think you may have been shadowbanned, for instance, it might be worth looking into what’s negatively affecting your reach.

Consistently Share Instagram Reels

Posting Reels can boost your chance of appearing on more Explore pages, even for Instagram users who don't follow you. But posting Reels at the right times isn't enough — make sure each video suits your Feed’s aesthetic so you can build a community. The algorithm also favors original content, so avoid following too many trends or creating repetitive posts.

Work With Other Creators and Brands

When you collaborate with another creator or brand, your audience sees their posts and vice versa. Instagram's collaboration features let you coauthor posts and Reels, making it easier to attach both profiles to a single piece of content and cross-promote it.

Try hosting Instagram Live sessions with other creators or Q&A collaborations in Stories. Real-time interactions let audiences connect with you personally, generating engagement that the algorithm loves and attracting new followers sharing an interest in your niche.

Level Up Your Instagram Game With Captions

Optimizing for the Instagram algorithm comes down to creating high-quality content for your posts, Stories, and Reels. By following the tips listed above, you can get your photos and videos on the Explore page regularly for more clicks.

Create studio-grade content that the algorithm will love with Captions. Script, record, and edit videos with AI. Whether you're adding subtitles or royalty-free music, let Captions handle the details so you can focus on your Instagram strategy.