If you've been on Instagram for quite some times, you may have asked yourself, why am I seeing this post? Why is this reel? Why this story first?
The answer is NOT random. Instagram has a recommendation algorithm that determines what you will get on your feed.
The good news is that you don’t need to be a technical expert to understand it. Just assume that the algorithm is a personal assistant who knows what you are doing on Instagram and tries to predict what you're going to love next.
What is an Algorithm?
An algorithm is a sequence of instructions that a computer executes.
It's like a recipe book. A recipe manual tells you what to do first, then add that, then bake for 20 minutes and so on.
An algorithm instructs a computer: "Given this set of clues, rank the posts from most interesting to least interesting.
There is not a single Instagram algorithm. There are multiple ranking systems for various sections of the app.
The Four Main Places Instagram Shows You Content
Instagram uses different ranking systems for:
- Your Feed is the main scrolling page listing posts and reels.
- Stories – the circle at the top of the screen
- Explore – the page you see when you tap the magnifying glass
- Reels - The full screen short videos that you swipe through.
These locations have different clues. But it's the same concept: demonstrate what you're most likely to be interested in.
The Clues Instagram Uses
Instagram uses numerous signals to determine what to show you. A signal is merely a hint that you like and/or don't like.
These are the primary indicators.
What you do on Instagram?
- Every action you take is acts as a signal:
- Liking a post
- Leaving a comment
- Saving a post
- Sharing a post with a friend
- Watching a video all the way to the end
- Clicking on a profile
- Searching for a topic
If you frequently watch cooking-related videos, Instagram will learn that this person likes cooking.
It then displays you more cooking content.
Who posted it?
Instagram's algorithm also takes note of your relationship with the person who posted.
- Is it your best friend?
- A family member?
- A creator that you have been following for awhile?
- Someone you never interact with?
Instagram will prioritize showing new posts higher up in the feed if you like their posts and comment on them frequently.
The post itself
Instagram also looks at the post itself:
- Is it a photo, video or a reel?
- When was it posted?
- How many people are liking/commenting on it?
However, popularity isn't the most important factor. Instagram is more focused on what you personally like than everyone else.
How often do you open Instagram?
This is a very basic but crucial clue.
- If you open Instagram a lot in a day, Instagram will try to show you the latest posts since your last visit.
- If you just open Instagram once a day, then Instagram displays the best posts of the day, not the newest ones.
How is your feed and stories ranked?
The majority of post content in your feed is from people you follow. Instagram also suggests posts from accounts you don't follow — but it attempts to recommend posts you are likely to enjoy.
For your feed, Instagram asks itself questions like:
- What is the probability that this person will spend time viewing this post?
- How likely are they to like it?
- What are the chances that they will comment on it?
- What are the chances that they will save it?
- How likely are they to tap into the profile?
Based on your past behavior, Instagram gives each post a score. The posts with the highest score appear near the top.
In a similar way stories work. Instagram attempts to guess which stories you'll be most likely to see, respond to, or view all the way to completion.
How Explore Works
The Explore page is an exception. Much of the content there is from accounts you don't follow.
Explore begins by viewing what you've liked, saved, commented on or recently watched.
It then discovers similar articles from other accounts.
For example:
- You saved 3 videos of home workouts.
- Instagram notices.
- There are more fitness tips, workout ideas, and healthy recipes that will start appearing on your Explore page.
Explore is much like a discovery tool. It reads: If you enjoy this, you'll love this one!
How Are Reels Ranked?
Reels are created for fun and entertainment. Instagram knows that people view reels of short and fun videos.
For reels, Instagram asks different questions:
- What is the probability that you'll watch this reel to the end?
- How likely are you to like it?
- Would you be willing to share it?
- How likely are you to tap on the audio page to see more videos with the same sound?
If you move on to another reel quickly, then that's an indication that you did not like it.
When you watch it again, this is a solid indicator that you liked it!
Common Myths About the Instagram Algorithm
There are a lot of rumors out there about how Instagram works. Let's resolve some of these.
Myth: Instagram hides your posts from everyone unless you pay.
Truth: Instagram says it does not reduce your reach just to make you pay for ads. However, your followers’ behavior matters. When people don't engage with your posts, fewer people will see them.
Myth: Algorithm is one big secret.
Truth: Instagram has revealed its key metrics to the public. The exact algorithm secret is not revealed however, the general indicator is quite clear.
Myth: Using certain hashtags will get you banned
Truth: Hashtags alone do not get you banned. However, if you use hashtags that are prohibited or spamming, this could limit your reach as Instagram may consider your post to be of poor quality.
How Can You Control What You See?
However, you do not have to be limited to the content that Instagram shows you. Train the algorithm according to you.
Here are some simple ways to take control:
- Use “Not Interested” – On any Explore post or reel, tap the three dots and choose “Not interested.” Instagram will pull fewer of your posts like that.
- Use “Following” or “Favorites” – At the top of your feed, you can tap on "Instagram" or the down arrow and choose “Following” to see posts from people you follow in order. Click on “Favorites” to view only your closest friends first.
- Check “Why am I seeing this?” – Tap the three dots on a post and choose “Why am I seeing this?” Instagram will let you know the primary motivations.
- Mute or unfollow accounts – If you don't want to see someone's posts, but still want them on your list, you can mute them.
- Adjust sensitive content – Go to Settings > Suggested content > Sensitive content and choose how much sensitive content you want to see.
Final Thoughts
The Instagram algorithm has been a mystery for content creators. It is a system that will act according to your actions or the use of a specific app.
Each and every like, save, comment, share, and skip provides signals to Instagram about you.
As time goes on, Instagram will definitely have a very clear idea of what you most enjoy, and will try to show you more of it.
To see different content, change your behavior.
Do more of what you enjoy. Tap “Not interested” in what you don't have.
Instagram will adjust accordingly after some time.
In a nutshell, I would say the algorithm is just a tool. It's you who decide what type of content you want to see.
