How to Find Your Way Around Instagram's Algorithm

What Does Instagram’s Algorithm Mean for Marketers?

The algorithm change at Instagram is a big deal for brands because it means they’ll no longer be able to rely on getting brand awareness just by posting to their followers. In the past, if you posted something to your followers, that content would stay on the first page of their feed as long as you had many likes and comments. But now, as soon as a new follower comes along, they’re shown posts that Instagram’s algorithm has determined they’ll like. In other words, the algorithm change means you have to keep posting to gain followers. If you wait too long between posts, the new follower won’t see any of your old content, and will likely unfollow you before they even have a chance to get acquainted with your brand.

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Why is there an Instagram Algorithm?

The algorithm change at Instagram was designed to surface content from popular accounts and posts that users are likely to engage with. In other words, Instagram wants to give users a feed that is personalized to their interests and which is more likely to hold their attention for longer. This is good for Instagram users, but it also means advertisers and marketers are likely to see lower engagement if their posts don’t pass Instagram’s algorithm test.

How the Instagram Algorithm Works

Instagram’s algorithm is based on a few key metrics: Engagement on each post: If people are liking, commenting and staying engaged with your content, Instagram’s algorithm will likely show your posts to more people. If you aren’t getting much engagement, the algorithm will try to pivot to something that will. Your followers’ interactions with other posts: Instagram’s algorithm looks at your followers’ behavior to see what content they are likely to engage with. If they are engaging with your content, they are more likely to be shown your posts. Your followers’ connections with other accounts: Instagram is trying to surface posts that have the potential to generate likes, shares, comments, and encourage new followers. If you have connections with other well-followed accounts, Instagram is likely to show your posts to their followers too.

When and Where You’ll Be Seen

Instagram has a few different feeds that it pulls from to show content to users. The most important feeds to be aware of are: The Explore Feed: This is where the algorithm pulls from to surface posts from accounts that users don’t follow. The Recent Posts Feed: This is where the algorithm pulls from to show recently posted content from accounts that users do follow. The Popular Feed: This is where the algorithm pulls from to show popular content from accounts that have a lot of followers. This feed is only available to users who are in certain countries. Instagram’s algorithm will surface content from the feed that it thinks will best engage the user. For example, if you post an image to your recent posts feed, Instagram’s algorithm will likely show that post in the explore feed to people who don’t follow you. If you publish a post to your explore feed, the algorithm will show it in the recent posts feed to people who do follow you.

And Now, The Bad News…

Instagram’s algorithm change is a bummer, but it’s something that marketers will have to adapt to. Fortunately, you can still stay top-of-mind with your followers and see your Instagram follower count grow if you have a strategy in place. The first step is to plan your posting schedule and make sure to stick to it. Planning and being consistent with your posting cadence is important for building a community and keeping your followers engaged. If you post regularly to your feed, there’s a good chance that Instagram’s algorithm will surface your content every once in a while. This means that new followers will be able to see some of your most recent posts.

Strategies to Stay Visible Without Showing New Content

Instagram’s algorithm change has wreaked havoc on the posting schedules of many brands and marketers, but there are ways to stay visible without showing new content. - Share Posts from Your Archives: You can piggyback on your existing content by sharing old posts from your archives. You can do this manually or with an automated tool like Repost. - Make Sure Your Best Posts Get More Feedback: If there are certain posts that get the most likes and comments, make sure those are the posts Instagram’s algorithm sees. - Make Use of Instagram’s New Creative Tools: There are a ton of new features and tools at Instagram’s disposal, including polls and quizzes. If you’re able to tap into some of these new features, you can extend the life of your posts without having to post new content.

Conclusion

Instagram’s algorithm change is frustrating, but it’s important to keep in mind that the best practices for brands have always been changing. When Instagram first launched, many brands saw immediate success by posting a ton of photos and hoping that they would get likes and comments. When Facebook, Twitter, and other social media platforms first launched, marketers did the same thing and it resulted in failed campaigns. It’s important to change with the times, so don’t let this algorithm change get you down. Keep posting, and keep an eye on your analytics to make sure you’re adapting to the new rules of engagement.