Instagram algorithm 2023 solved: how to get your content seen

The Instagram algorithm is a great equalizer. Whether you’re the most popular person on the platform (hello Selena) or a small creator just getting started, every user depends on the IG algorithm and how well you understand it’s important to your social media marketing success. strategy.

In this guide, we’ll go over the ins and outs of algorithm ranking signals, important recent changes to the Instagram algorithm, and everything else you need to know to increase your content’s visibility on the platform.

Read on to find out how the Instagram algorithm works in 2023 and make sure your lovingly handcrafted social content gets the attention it deserves.

What is the Instagram algorithm?

The Instagram algorithm is a set of rules that rank content on the platform. It decides what content will be displayed and in what order in the feeds of all Instagram users, on the Research page, in the video feed, on pages with hashtags, etc.

The Instagram algorithm analyzes every piece of content posted on the platform. It takes into account metadata (including captions and alt text applied to images), hashtags, and engagement metrics. Based on this information, it distributes content in such a way that users have easy access to what they are most interested in seeing.

Simply put, the Instagram algorithm analyzes content information (videos, feed posts and stories) and user information (interests and behavior on the platform) to deliver the right content to the right people.

The main goal of the Instagram algorithm is to make the experience of each user with the platform as pleasant as possible. Instagram CEO Adam Mosseri calls the algorithm “ranking”(perhaps because the term sounds less robotic) and emphasizes the importance of some posts being preferred over others. “I know a lot of you are skeptical about rankings,” Mosseri said in an Instagram video posted in 2022, “but it really helps us make Instagram more valuable to every person who uses the platform.”

Why is this important for marketers? Knowing how the Instagram algorithm works and optimizing your content accordingly can lead Instagram to show your posts to more users.

How does the Instagram algorithm work?

Every time a user opens the app, the Instagram algorithm instantly looks at all available content and decides which content to show them (and in what order).

The 3 Most Important Ranking Factors of the Instagram Algorithm 2022:

• Relationship between creator and viewer. Do you follow each other? Do you write to each other or leave comments? If you’ve interacted with a particular user multiple times in the past, you’re more likely to see new content they post. (This is very important for businesses: actively managing the community, including replies to private messages and comments, can improve a brand’s visibility on Instagram.)
• Interest. Does the user typically interact with this content type? When the Instagram algorithm recognizes that a user likes content of a certain type or format, it shows them more of the same content.
• Relevance. Instagram decides how “relevant”each piece of content is. This includes an analysis of how relevant it is to current topics, as well as a timeliness factor (recent posts are considered more relevant than older posts).

Secondary ranking factors of the Instagram algorithm include:

• Platform usage frequency. If a user doesn’t open Instagram very often, they will only see the most relevant content when they decide to browse the app. This means that the business can be pushed out of the user’s feed by family and friends.
• How many users a person is following. The more Instagram accounts a user follows, the more accounts compete for a spot on their feed.
• Session time. If a user spends very little time on the app, they are more likely to see messages only from the friends and family they interact with the most on the platform, making it difficult for businesses to appear in their feed.

Apart from these basic signals, here is how the Instagram algorithm distributes certain content formats.

The 2023 Instagram Feed Algorithm

For your feed, the Instagram algorithm sorts the content of the accounts you follow and predicts the likelihood of you interacting with the post based on the following criteria:

• Post information. How many likes did the post get? When was it published? Was it marked with a location? If it’s a video, how long is it? These signals help the Instagram algorithm determine the relevance and popularity of a post.
• Information about the person who posted the message and the history of your interaction with them. Instagram tracks how many times you’ve interacted with a particular person (comments, likes, profile views, etc.) to see if that person might be of interest to you.
• Your activity on the platform. The number and content of the posts you’ve interacted with gives Instagram an idea of ​​what other posts you might be interested in.

The Instagram Stories Algorithm of 2023

The Instagram stories algorithm is similar to the feed algorithm in that it uses ranking signals to decide which content to show first: so you’re more likely to see your best friend’s story as soon as you open the app.

Here’s how Insta chooses the order of your stories:

• History information. Information such as the time the story was posted, the stickers or music it uses, and the interaction (likes and participation in polls and questions) are important to the algorithm.
• Information about the person who posted. Instagram knows how often you interact with certain user stories, including likes, replies, posts, and sticker interactions. These metrics are used to determine how likely you are to be interested in a person’s content.
• Your activity on the platform. If you’ve just interacted with a specific user’s post, you’ll most likely see a history popup, and vice versa.

The Instagram Reels Algorithm of 2023

The Instagram for Reels algorithm retrieves both the accounts you follow and the accounts you don’t follow in an attempt to entertain you with content you’re likely to watch along the way.

The algorithm evaluates this by looking at the following:

• your activity. Signals like videos you liked, commented on, and interacted with help Instagram understand what content might be most relevant to you.
• Your interaction history with the person who posted the message. With Reels (like Explore), you’re more likely to get video content from creators you haven’t heard of… but if you’ve interacted with them in some way before, Instagram takes that into account. This is probably why you see a lot of content from creators you know but haven’t pulled the trigger to subscribe yet.
• Information about the video. The Instagram algorithm tries to guess what the video is about based on the caption, audio track, and pixel and frame analysis, and takes into account the video’s overall popularity.
• Information about the person who posted. Is the original poster someone who has an engaged audience, or whose content gets consistent likes and shares? Instagram also uses this information.

If you are more of a visual learner, check out our video explaining the Instagram Algorithm for Beginners.

Instagram Learning Page Algorithm 2023

In the Explore tab, the algorithm looks at previous posts you’ve liked or interacted with and pulls out a collection of photos and videos from linked accounts you don’t follow (yet!).

These photos and videos are then ranked by what interests you the most, based on how likely you are to like, save, or share the post. Here’s what’s important:

• Post information. The algorithm evaluates the overall popularity of a post using signals such as the number of likes, comments, shares and saves, as well as the speed of these actions.
• Your interaction history with the person who posted the message. Most of the content in Explore will be from accounts that are new to you, but accounts you’ve interacted with in the past get a little boost here.
• your activity. What posts have you liked, commented on or saved in the past? How did you behave on the Explore page in the past? Your activity history influences what Instagram suggests you might be interested in seeing more of.
• Information about the person who posted. If an account has had a lot of interaction with users over the past few weeks, it’s a signal to Instagram that it has interesting content that others might like.

2023 Instagram Algorithm Changes

One of the greatest joys (read: most maddening features) of the Instagram algorithm is that it is constantly changing, so social media creators and managers need to be flexible and open to new updates. Here are some of the most recent changes to the IG algorithm.

There will be a more even focus on photos and videos

In 2022, many Instagram creators expressed their dissatisfaction (and in some cases, anger) that Instagram – an app that was originally created for photo sharing – seemed to favor videos much more than still images. Users felt that the videos received far more views, likes, comments, and shares than the photos and blamed the algorithm change for this.

In fact, a petition was launched claiming that the algorithm should be more photo-centric (and it garnered over 300,000 signatures). Instagram CEO Adam Mosseri addressed this in early 2023. In a Q&A section of his Instagram stories, Mosseri said, “I think in 2022 we focused too much on video and pushed rankings too far – and basically showed too many videos and not enough photos.”

Following this statement, he assured the creators that Instagram is working on making the algorithm treat videos and photos more equally, and that analytics have shown that the changes matter: often someone comments on photos and videos in about the same way, which is a good sign that that everything is balanced,” Mosseri said.

So, photographers, don’t give up on IG.

Instagram will focus on showing users something new

In an Instagram video posted on December 28, 2022, CEO Mosseri announced Instagram’s 2023 goals. One of his top priorities is “helping people discover what they love.”He said it’s not just about videos (probably related to the point above) and stressed that “Instagram should be the place where you discover amazing things every time.”

Based on this statement, we can assume that updates to the Instagram algorithm will prioritize showing users new content from creators that they have not necessarily seen before. In other words, know that your content isn’t just being shared with your followers: IG wants to show your posts to new audiences.

Instagram will promote content that inspires conversations

In the same video cited above, Mosseri acknowledged the competition (he didn’t name names, but TikTok and BeReal are new platforms taking the social world by storm). He said that Instagram helps “rekindle connections between people through what they find”and that IG is different from the competition in that it’s not “an experience to kick back.”

In other words, Instagram cares about more than just the number of views on a post. The platform (and algorithm) will prioritize content that inspires discussion, so we can expect comments to be very important to post success in 2023.

Original content will rank higher than re-posted or re-published content.

Mosseri also announced that original content will now rank higher in the Instagram algorithm. “If you’re building something from scratch, you should get more recognition than if you shared something you found from someone else,”the CEO said in an Instagram video. “We’re going to do more to try and value original content more, especially when compared to re-posted content.”

In 2023, original content will be more popular than repost: the more creative you are, the better your post will be.

10 tips for working with the Instagram algorithm (and how your content will be seen)

Okay, we have all the facts: now it’s time to use them to our advantage. That’s how to really get into the rhythm.

1. Follow Community Guidelines

Whether you post to your feed, videos, or stories, Instagram’s algorithms limit the visibility of content that goes against the app’s community guidelines.

If you share disinformation, political posts, content that may be upsetting or sensitive, or even just low-res media, you may find that your content is less widely shared.

Hot Tip: If you think you’ve been shadowbanned, that’s probably why!

2. Make original content

Instagram CEO Adam Mosseri says the platform prioritizes original content over reposts or reposts, so be as creative as possible when you’re thinking up new posts. Try to use your original sound for videos, coming up with clear and informative captions and applying unusual ideas.

Of course, no idea is born out of thin air: the video above plays on traditional influencer content, but the creator has a fresh (and fun) take on it. You don’t have to reinvent the wheel – just look at the wheel from a new perspective.

3. Schedule posts at the right time for maximum reach

Audience engagement is an important signal on Instagram, so posting your content on the right day and time will make a huge difference to your organic reach.

Luckily, the Hootsuite dashboard helps you figure out the numbers and suggests the best time to post based on your audience’s unique behavior.

Here’s our guide on how to schedule Instagram posts and another one on how to schedule Instagram stories.

4. Encourage participation

Engagement rules everything on Instagram (in fact, it’s one of the most important ranking factors on all the leading social media platforms).

Views are great, but likes, comments, shares, and saves matter more. Consider encouraging your audience to engage with your content by asking questions, running giveaways, or creating posts to share (here’s an entire blog post dedicated to boosting your engagement).

This video of a pug eating Japanese food might have been appealing enough on its own, but the creator skyrocketed interest by asking the question (“What’s your favorite Japanese food?”) in the caption, which generated tons of comments.

If your inbox and comment section are full, fear not: we have a tool for that.

5. Respond to private messages and comments

This strategy also focuses on engagement: the more you interact with your audience, the more likely they are to interact with you. Responsiveness in the comment section and your private messages builds the trust of your followers and helps remind them that there are real people on the other side of their screens.

For example, this artist gets a lot of positive comments on their IG posts and takes the time to respond to many of them. A simple “thank you”or a few emojis can help – commenters feel noticed, plus you increase the total number of comments on your post by replying.

6. Use relevant hashtags

Hashtags help Instagram know what your post is about and show your content to the right audience.

Also, unlike Instagram ads (another way to expand your reach beyond your existing audience), hashtags are free.

This rock climber uses a lot of relevant hashtags in her post to make sure her target audience is reached. #Climbing, #rockclimbing, #bouldering, #indoorclimbing, and #girlswhoclimb all help Instagram understand what content is about and share it with users who want to see such posts.

7. Mark your location

Like hashtags, location tags are a free way to give Instagram important information about your post. The algorithm will share your content with other people in your area, assuming that the photo or video is relevant to them. Also, users who search for content posted in a specific area will see posts tagged with that location.

The above post was tagged “Toronto, Ontario”which tells Instagram the location of the creator. So when other Torontonians are looking for handmade ceramics, they will see this particular post — and all because the algorithm knows that the manufacturer is close to them.

8. Post Consistently

This is important if you are looking for help with reach, engagement, or follower growth. (Because, of course, those three things are related.)

On average, companies post 1.7 posts per day in their feed. If that sounds like too much for your small business, rest assured that just being present (every weekday, for example) is enough to keep the ball rolling.

Food writer Nigella Lawson posts almost daily (often with the hashtag #RecipeOfTheDay) to let her followers know to search for her content and the Instagram algorithm knows she’s a creator worth seeing on the research page, feeds, and stories.

Pro tip: Consistency requires planning. This is where having a social media content calendar is crucial, as well as *ahem* scheduling your posts ahead of time with Hootsuite.

See how well-planned Instagram posts can look in the Hootsuite planner – weeks or months ahead!

9. Use trending sounds

Instagram Reels have become a very important (and lucrative) feature of the platform. Unlike a regular feed, most of the videos a user views will be from creators they don’t follow, so videos are a great opportunity to expand your audience beyond your followers.

But for this, the algorithm must present your content to a new audience. One of the easiest ways to let Instagram know that your video deserves a high rating is to use a popular song.

When a song is trending on Reels, the Instagram algorithm will show users many videos of the same song (you know how sometimes Reel songs get stuck in your head? That’s why).

But don’t just pick a random hit song: try to find one that’s both relevant and relevant to your brand. For example, the toddler dinner video above is set to “I’m your mom.”The sound is connected and trendy.

10. Track (and understand) your analytics

No matter how busy you are, getting automated analytics reports will help you with almost all of the tips above.

For example, taking the time to review the numbers once a month and what works in terms of content, post time, and hashtags will save you a lot of effort.

Use the Instagram analytics tool to find out:

• when your audience is online (so you can schedule your posts at that time)
• what hashtags work well
• what posts bring real engagement

Meanwhile, a really great tool (like Hootsuite) will give your brand insight into everything from audience sentiment analysis to campaign clicks to customer service response times.

Here’s a look at Hootsuite Analytics, which shows you the most important Instagram metrics to track, as well as performance stats from your other social networks for easy comparison.

Bonus: Have you noticed any big dips or spikes in your stats lately? Analytics is often the first place where a social media manager can find out if something has changed in the Instagram algorithm and start adjusting their strategy accordingly.

Of course, social media platforms are constantly evolving, so there will certainly be more changes to Instagram’s algorithms over the years. But whatever the specific signals, features, or top-secret AI recipes for the future of an app, creating compelling content on Instagram is always a winning strategy.

Frequently Asked Questions About the Instagram Algorithm

What is the Instagram algorithm?

The Instagram algorithm is a set of rules that rank content on the platform. It decides what content is displayed and in what order throughout the app (User Feeds, Overview page, Rolls feed, hashtag pages, etc.).

What triggers the Instagram algorithm?

Ways to kickstart the Instagram algorithm include: creating content that matches your audience and trends, posting when your audience is online, using the right hashtags, posting carousels in your feed, posting videos frequently, trying out new content formats and features as soon as they appear. go out and write long captions.

How to fix my Instagram algorithm?

If you think the Instagram algorithm isn’t picking up your content, follow these tips: follow the community guidelines, get creative with Reels, schedule your posts at the right time for maximum reach, respond to comments and private messages, use the right hashtags, post consistently and check Instagram analytics.