- The algorithm, the all-powerful Instagram formula
that determines which content is successful and which isn't.
It's constantly evolving,
so the strategies used even a couple of years ago
may not hold as much water today.
But here's the thing, it doesn't have to be scary.
Let's demystify the algorithm.
According to Instagram itself,
the platform uses a series of signals
from an individual user
to rank how content is presented.
Basically, it services posts
that it thinks the user will like,
but the way it determines that
changes depending on the tool.
So let's go one by one. Let's start with the feed.
The feed algorithm comes down to four things,
the first of which is simple interest in the topic.
If you tend to like accounts with cute dogs,
Instagram is going to favor showing you more cute dogs.
Number two is the popularity of the post itself.
If a post is doing big numbers
and gaining a lot of traction,
the more likely it is to be bubbled up
further into the algorithm,
especially if it's in a topic you're interested in.
Number three is poster info.
Instagram takes into account
the history of the poster themselves,
who they interact with, and how frequently they post,
to determine if their account might be of interest to you.
If the poster and the user
have mutual accounts they engage with,
it's more likely the user will be served that content.
And finally, number four is interaction history.
If a user has a history of engaging with the person,
the more likely they are
to see their posts show up in the feed.
For stories, the same general theory applies,
but in slightly different ways.
Number one here is user engagement,
or how much a particular user reacts
to an account's stories with reaction emojis
or direct messages.
That can increase
how often their stories are put in front of them.
Number two is viewing history,
or how often a user views a particular account's stories,
suggesting they have content
the user is interested in prioritizing.
And number three is interesting,
the relationship to the poster.
The algorithm actually tries to determine
a user's relationship with the poster
and whether or not they might be friends or family.
Pretty wild.
This is why you'll often see
the same few close personal friends
at the top of your stories feed,
because users are likely interacting
with those ones the most.
And then there is reels.
As of 2024, the number one way Instagram ranks reels
for the algorithm is based on user activity.
That means things the user has shared, liked, saved,
commented on, and so forth.
This gives them a handle
on what the user is most engaged with.
So if you're exclusively looking at cooking reels,
you're gonna get fed, pun intended, more of them.
Number two is interactions.
If there's a reel from a creator
a user has engaged with previously,
the more likely the algorithm
will place new content from that creator in front of them.
Number three is information from the reel itself,
which ties into the user behavior.
Things like video length, use of trending audio,
location or captions all contribute to its rankings
as it pertains to the interest it might hold
for a particular viewer.
And just like in stories, number four is the determination
of your potential relationship with the poster
based on your history of interactions.
Next, there's the Explore page.
This algorithm is essentially a more generalized approach
to what we've already seen,
including user activity, interaction history,
and poster information
to serve content that might be relevant to the user.
But the biggest difference here
is the increased emphasis on general popularity.
If a post has had a lot of engagement,
particularly within a short period of time,
that metric is weighed more heavily
in the Explore algorithm than any place else.
Last but not least is.
Like other areas of the algorithm,
this is where things like popularity
and relevance play a key role,
but with the addition of hashtags, keywords,
or phrases that might help the post get discovered
by someone searching those same hashtags.
This is probably the most familiar element
of the mysterious algorithm for most,
and it's still just as important as ever,
but it's critical to make sure the hashtags you're using
actually have traction
and are relevant to the actual content of your post.
Okay, so now you've got a fundamental understanding
of the nebulous algorithm,
but how are mere mortals like us
supposed to use the system to our advantage?
The good news is it's not as difficult as it might seem.
It just takes careful planning and a lot of work,
but it is possible to optimize your content
for algorithmic success.
Hooray.
First and foremost, you must create original content
that appeals to your audience.
Content is king, as they say,
and the cream rises to the top.
Make sure you're using high-res images and videos,
offering compelling captions
with clean copy and relevant hashtags,
and really honing in on what makes you unique.
For example, some brands will post the same images
over and over again with different captions,
which is basically useless
and only serves to bury them in the algorithm.
You wanna be sure you're creating
engaging, scroll-stopping posts.
Just as important is number two,
a consistent posting cadence.
Ideally, you're posting
three to five times a week in your feed
and a little bit more on stories,
but consider using stories
to repost some of your feed content.
And rolling all of that out in a timely manner
that makes sense for your brand.
It's essential to build out a robust social calendar.
It'll help you keep track of what you're posting and when,
and will be helpful for tying your content
into any potential trending topics or events.
So again, this is planned strategic posting cadence,
not posting excessively all day
or posting once every six months.
Number three, always, always encourage engagement
in everything you do.
I don't just mean responding to comments either.
Of course, you should respond to comments
while they're still fresh,
but also engaging with other relevant brands and users
in an organic way to foster community.
You absolutely should not be spamming links
to your products.
Nobody wants to engage with an account like that.
Everything you do should feel natural and appropriate.
Read the room.
Relationship building will always transcend
any algorithm changes,
so it's key that you establish a relationship
with your followers and customers in a way that is genuine.
One great way to do that
is to share user-generated content to your feed and stories
if you feel like it's applicable
and appropriate to your brand.
Post questions and encourage reactions on your stories.
Share responses.
Make it feel like you're building
a real community around your content,
that you're listening to those who are engaging with you.
Finally, and I cannot stress this enough,
take advantage of Instagram's insights.
Really take the time to dig in on the reports
at least once a month, and see what you can learn.
This will help you see
where you're finding the most success,
and hopefully encourage you
to double down on those strategies,
or pull back on efforts
that aren't really yielding positive results.
Are your stories outperforming your reels?
Are your followers generally more active
in the early morning and not late at night?
What hashtags are your top performers?
All of this compelling data is available to you
and will help you build out a niche
for your Instagram presence
that will ultimately help your rankings
within the algorithm.
And look, I know this can seem super hard, because it is,
it's a lot of work.
But the good news is,
HubSpot has you covered with our free, completely free,
HubSpot for Businesses Toolkit.
This will give you everything you need
to get your Instagram strategy looking fit
and feisty, my friend.
Check it out in the description below. It's completely free.
We're just giving this away because we care about you.
What kind of tips and tricks have you used
to grow your Instagram?
We'd love to hear about it in the comments below.
And be sure to subscribe and check out our other videos
so you never miss anything going on
on the HubSpot YouTube channel.
Now if you'll excuse me, my friend,
I got some Gramming to do.
Until then, I'll see you next time.
If you like this video, check out this one
where we run through the latest Instagram features.