It’s not uncommon for social media marketers to wonder why their Instagram posts are suddenly underperforming. Even if you spend a lot of time looking into the newest trend or creating a post that is very similar to posts that have received a lot of interaction in the past. Marketers, no matter how difficult it may seem, must adapt to the ever-changing Instagram algorithms in order to get the most out of their content. Once grasped and used, however, it may aid marketers in making their content as successful as possible.

In this article, we’ll cover all you need to know to decipher the Instagram algorithm and develop a winning strategy for the platform.

Explain Instagram’s Algorithm

The algorithm decides what material people should see when they access Instagram. The information of your post—hashtags, alt text, caption, and so on—is used by the algorithm to determine where it goes, in what order it appears, and who sees it. Perhaps you’re wondering why this is a need.

The primary goal of the algorithm is to ensure users get the most out of their experience by customising their journey so they remain on the app and keep scrolling for a more extended period of time in this age of social entertainment, where audiences value being entertained, and platforms like Instagram compete for their attention.

Considerations for Instagram’s 2023 Ranking

In order to determine where your material falls, the system takes into account three primary elements. The algorithm initially takes into account the author and the viewer’s connection, taking into account how often and how deeply they have connected. This is especially helpful for companies because it allows them to develop collaborations with creators who have already established credibility and authenticity with their respective audiences. The significance of cultivating an active online community is also emphasised.

Second, the Instagram algorithm gradually figures out what its users care about by tracking their searches and interactions with material. Hence, customers get more relevant material and are encouraged to use the app for longer.

Lastly, Instagram ranks posts by how recently they were made, since newer posts are prioritised above older ones and how closely they relate to current trends. Maintaining a finger on the pulse of the branding world’s zeitgeist involves being ready to pivot at a moment’s notice.

In light of our newfound knowledge of Instagram’s algorithm and the parameters it uses to rank content, let’s take a closer look at how the algorithm treats various content types.

Feed posts on Instagram are determined by an algorithm

Current updates to the feed’s algorithm prioritise user interests over post timestamps. The following factors will affect how the algorithm prioritises the information in your feeds:

Details About the Article

You may recall that we said that the system takes into account how well your content fits current trends. It will consider this, the number of times it has been liked, when it was released, and how lengthy it is (if it’s a video), so its significance is undeniable. Using these considerations, it may better gauge its importance.

Data Relating to the Maker and the Consumer

Your content’s popularity, once again, is based on the nature of your connection to the audience. The amount of interaction a creator has historically gotten is a good indicator of their engagement factor and overall worth to the user.

Behavior of Users

The user’s information, preferences, interaction behaviours, and search history will also be used to rank content.

Instagram’s Reel Algorithm

With Instagram Reels, users are exposed to material from a wider variety of producers, not just the ones they follow. The algorithm will take into account the user’s preferences for interesting material and serve him more of the same. Three criteria are used in order to reach this conclusion:


Instagram takes into account the Reels a user has recently liked, commented on, and engaged with to determine what is important to them.

History of Interactions

If they don’t follow a brand or creator on Instagram, Instagram will still see if they’ve interacted with their Reels in the past. Those who often interact with the reel (through likes, comments, shares, or views) are more likely to be exposed to the content creators who created it.

Details about the Maker and the Reel

Instagram can tell whether its users favour a content creator by looking at how often that creator’s Reels go viral and by analysing the music used in the Reel to determine if it correlates with a trend.

Instagram’s Story Algorithm

Instagram Stories are a fantastic medium for user interaction, as the vast majority of Instagrammers now use the feature to browse content rather than their feeds. Using Instagram’s story algorithm, followers of popular accounts will always be shown the most recent Stories from those accounts.

Given that most stories die within 24 hours, relevance to current events is less of a concern. So, it is even more important to be consistent and to share frequently, especially Stories that encourage participation like questions, quizzes, and polls. To stay ahead of the competition, marketers must pay close attention to their Instagram Story analytics in order to discover what strategies are successful and what ones require tweaking.

Explore Page Algorithm in Instagram

Just like Instagram’s algorithm prioritises posts that people like and comment on in their feeds, the Explore page does the same for posts that look interesting and relevant to the folks that visit it. And yet, there is a catch. In order to reach new people, marketers should take advantage of the Explore Page, which is comprised nearly exclusively of material from accounts the customers do not follow. Recently, a search bar was included so that users could look for specific information.

Brands need to continuously produce interesting material with interesting captions and particular hashtags, and they need to put themselves in the shoes of their users to know what they would look for, if they wanted to see their content on the Explore Pages of their followers.