Have you ever scrolled through your Instagram feed and wondered why you’re seeing certain content but not others? Have you ever questioned how your posts are ranked and shown to your followers? If so, you’re not alone. The inner workings of Instagram’s algorithms have long been a mystery to many users, but it’s time to shed some light on the subject. In this comprehensive guide, I’ll take an in-depth look at the various algorithms that govern the content you see on Instagram and how you can influence your experience on the platform. So let’s get started!

The Algorithm: What It Is and How It Works

As I mentioned in the introduction, the algorithm is a process used by Instagram to predict what content a user is most likely to be interested in at any given moment, and to rank and show that content accordingly. But how does it actually work?

To understand the algorithm, it’s helpful to think about it as a mathematical equation that takes various factors into account and produces a score for each piece of content. This score represents the algorithm’s prediction of how interested the user is likely to be in the content, and it determines the ranking of that content within the user’s feed and other surfaces.

So what are the factors that go into this equation? According to Instagram’s Head of Product, Adam Mosseri, the most important signals are:

  • Information about the content itself (e.g., is it a photo or a video? is it about a particular topic?)
  • Information about the person who posted the content (e.g., are they a friend? do they post often?)
  • Information about the user’s activity (e.g., do they tend to watch a lot of video? do they tend not to like photos?)
  • Information about the user’s history of interacting with the person who posted the content (e.g., do they tend to comment on a lot of their stuff in the past or like their photos?)

These factors are then combined to create a score for each piece of content that is supposed to represent, as best as possible, how interested the user is likely to be in that content. However, it’s important to note that the algorithm is not perfect, and it can make mistakes. That’s why Instagram has provided users with options to give feedback on the content they see, which can help to fine-tune the algorithm and improve the user experience.

Let’s say we have a user, Sarah, who follows 10 people on Instagram. One of the people she follows, her friend Rachel, posts a new photo. The algorithm looks at the available content and assigns a score to the photo based on the following factors:

  • Information about the content itself: The photo is of a beautiful landscape, so it is assigned a score of 8/10.
  • Information about the person who posted it: Rachel posts frequently, and her posts generally receive a lot of likes and comments. She is assigned a score of 9/10.
  • Information about the user’s activity: Sarah tends to engage with photos more than videos, and she frequently likes and comments on Rachel’s posts. She is assigned a score of 10/10.
  • Information about the user’s history of interacting with Rachel: Sarah frequently comments on Rachel’s posts and has liked all of her photos in the past. She is assigned a score of 10/10.

Using these scores, the algorithm calculates an overall score for Rachel’s photo of 8 + 9 + 10 + 10 = 37/40. This score indicates that the algorithm predicts Sarah is likely to be highly interested in Rachel’s photo, and it will therefore be ranked higher up in Sarah’s feed.

To calculate the overall score for a piece of content, we can use the following formula:

Overall Score = Content Score + Post Score + User Activity Score + User-Post Interaction Score

For example, if a photo of a beautiful landscape is assigned a score of 8/10, the person who posted it is assigned a score of 9/10, the user’s activity is assigned a score of 10/10, and the user’s history of interacting with the poster is assigned a score of 10/10, the overall score for the photo would be calculated as follows:

Overall Score = 8 + 9 + 10 + 10 = 37/40

Ranking Feed & Stories – Maximizing Your Time on Instagram with Personalized Content

Now that we have a basic understanding of how the algorithm works, let’s delve into how it is used to rank the content shown in the feed and stories. As we mentioned earlier, the algorithm aims to show users content that will connect them with the people they care about, but it can’t be sure, so it relies on proxies like the likelihood that the user will spend time with the post, like it, comment on it, or save it.

To determine these probabilities, the algorithm looks at a variety of factors such as the user’s past engagement with similar content, the popularity of the post, and the user’s activity on the platform. For example, if a user frequently engages with posts from a particular friend, the algorithm is more likely to show that friend’s content higher up in the user’s feed and stories. Similarly, if a post is receiving a lot of likes and comments, the algorithm is more likely to show it to more users, as it is deemed more popular and engaging.

The algorithm also takes into account the timing of posts, as it recognizes that users are more likely to engage with recent content. That’s why posts that are more recent tend to be shown higher up in the feed and stories.

Let’s say we have a user, John, who follows 200 people on Instagram. One of the people he follows, his friend Jane, posts a new photo. The algorithm looks at the available content and assigns a score to the photo based on the following factors:

  • Information about the content itself: The photo is of Jane’s new puppy, which is a topic that John is interested in. It is assigned a score of 8/10.
  • Information about the person who posted it: Jane posts frequently, and her posts generally receive a lot of likes and comments. She is assigned a score of 9/10.
  • Information about the user’s activity: John tends to engage with photos more than videos, and he frequently likes and comments on Jane’s posts. He is assigned a score of 10/10.
  • Information about the user’s history of interacting with Jane: John frequently comments on Jane’s posts and has liked all of her photos in the past. He is assigned a score of 10/10.

Using these scores, the algorithm calculates an overall score for Jane’s photo of 8 + 9 + 10 + 10 = 37/40. This score indicates that the algorithm predicts John is likely to be highly interested in Jane’s photo, and it will therefore be ranked higher up in John’s feed and stories.

To calculate the overall score for a piece of content to be shown in the feed and stories, we can use the same formula as before:

Overall Score = Content Score + Post Score + User Activity Score + User-Post Interaction Score

For example, if a photo of a new puppy is assigned a score of 8/10, the person who posted it is assigned a score of 9/10, the user’s activity is assigned a score of 10/10, and the user’s history of interacting with the poster is assigned a score of 10/10, the overall score for the photo would be calculated as follows:

Overall Score = 8 + 9 + 10 + 10 = 37/40

Ranking Explore – Discovering New Content on Instagram’s Explore Page

In addition to ranking the content shown in the feed and stories, the algorithm is also used to rank the content shown on Instagram’s Explore page. This feature allows users to discover new content that is tailored to their interests, and it is a great way to expand their horizons and find new accounts to follow.

But how does the algorithm determine which content to show on the Explore page? Much like the feed and stories, it starts by looking at the available content and assessing how likely the user is to engage with it. However, it also takes into account the user’s past activity on the Explore page, as well as the overall popularity and engagement of the content.

For example, if a user frequently engages with posts about travel on the Explore page, the algorithm is more likely to show them more travel-related content. Similarly, if a post is receiving a lot of likes and comments, it is more likely to be shown to more users on the Explore page, as it is deemed more popular and engaging.

Let’s say we have a user, Sarah, who is interested in fashion. She frequently engages with fashion-related content on the Explore page and follows several fashion accounts. One day, she sees a new post on the Explore page from a fashion account she doesn’t follow. The algorithm looks at the available content and assigns a score to the post based on the following factors:

  • Information about the content itself: The post is a photo of a stylish outfit, which is a topic that Sarah is interested in. It is assigned a score of 8/10.
  • Information about the person who posted it: The fashion account posts frequently, and their posts generally receive a lot of likes and comments. They are assigned a score of 9/10.
  • Information about the user’s activity: Sarah frequently engages with fashion-related content on the Explore page, and she has liked and commented on several posts from other fashion accounts. She is assigned a score of 10/10.
  • Information about the user’s history of interacting with the fashion account: Sarah has not interacted with the fashion account in the past. She is assigned a score of 0/10.

Using these scores, the algorithm calculates an overall score for the fashion post of 8 + 9 + 10 + 0 = 27/40. This score indicates that the algorithm predicts Sarah is likely to be somewhat interested in the fashion post, and it will therefore be shown to her on the Explore page.

To calculate the overall score for a piece of content to be shown on the Explore page, we can use the same formula as before:

Overall Score = Content Score + Post Score + User Activity Score + User-Post Interaction Score

For example, if a photo of a stylish outfit is assigned a score of 8/10, the fashion account that posted it is assigned a score of 9/10, the user’s activity is assigned a score of 10/10 and the user’s history of interacting with the fashion account is assigned a score of 0/10, the overall score for the photo would be calculated as follows:

Overall Score = 8 + 9 + 10 + 0 = 27/40

Ranking Reels – Finding the Best Reels on Instagram

In addition to ranking content in the feed, stories, and Explore page, the algorithm is also used to rank content in Reels, Instagram’s short-form video feature. Reels allow users to create and discover entertaining and creative videos, and they have become an increasingly popular way for users to connect with each other on the platform.

So, how does the algorithm determine which Reels to show users? Again, it starts by looking at the available content and assessing how likely the user is to engage with it. However, it also takes into account the user’s past activity on Reels, as well as the overall popularity and engagement of the content.

For example, if a user frequently engages with Reels about cooking, the algorithm is more likely to show them more cooking-related content. Similarly, if a Reel is receiving a lot of likes and comments, it is more likely to be shown to more users on Reels, as it is deemed more popular and engaging.

Let’s say we have a user, John, who is interested in fitness. He frequently engages with fitness-related content on Reels and follows several fitness accounts. One day, he sees a new Reel on the Reels page from a fitness account he doesn’t follow. The algorithm looks at the available content and assigns a score to the Reel based on the following factors:

  • Information about the content itself: The Reel is a tutorial on how to do a new exercise, which is a topic that John is interested in. It is assigned a score of 8/10.
  • Information about the person who posted it: The fitness account posts frequently, and their Reels generally receive a lot of likes and comments. They are assigned a score of 9/10.
  • Information about the user’s activity: John frequently engages with fitness-related content on Reels, and he has liked and commented on several Reels from other fitness accounts. He is assigned a score of 10/10.
  • Information about the user’s history of interacting with the fitness account: John has not interacted with the fitness account in the past. He is assigned a score of 0/10.

Using these scores, the algorithm calculates an overall score for the fitness Reel of 8 + 9 + 10 + 0 = 27/40. This score indicates that the algorithm predicts John is likely to be somewhat interested in the fitness Reel, and it will therefore be shown to him on the Reels page.

To calculate the overall score for a piece of content to be shown on Reels, we can use the same formula as before:

Overall Score = Content Score + Post Score + User Activity Score + User-Post Interaction Score

For example, if a Reel of a fitness tutorial is assigned a score of 8/10, the fitness account that posted it is assigned a score of 9/10, the user’s activity is assigned a score of 10/10, and the user’s history of interacting with the fitness account is assigned a score of 0/10, the overall score for the Reel would be calculated as follows:

Overall Score = 8 + 9 + 10 + 0 = 27/40

Shadow Banning – Understanding Instagram’s Shadow Banning Policy

One of the concerns that many users have about the algorithm is the concept of “shadow banning,” which is the practice of limiting the visibility of a user’s content without them realizing it. While Instagram has stated that they do not engage in shadow banning, it is important to understand how the algorithm works and how it can impact the visibility of a user’s content.

First, it’s important to note that the algorithm is designed to show users the most relevant content, based on their interests and activity. This means that if a user’s content is not receiving a lot of likes, comments, or engagement, it is less likely to be shown to other users. However, this is not the same as shadow banning, as the user’s content is still visible to their followers and can be found through hashtags or by directly searching for the user’s account.

In addition, Instagram has a set of community guidelines that outline what is and is not allowed on the platform. If a user’s content violates these guidelines, it may be removed from the platform, and the user may receive a warning or a temporary or permanent ban. However, again, this is not the same as shadow banning, as the user is aware that their content has been removed and that their account may be at risk of being banned.

To ensure that your content is not affected by the algorithm or community guidelines, it is important to follow the best practices for using Instagram. This includes posting high-quality content that is relevant to your audience, engaging with other users, and following the community guidelines.

Let’s say we have a user, Jane, who posts a lot of photos of her cat. However, she is not receiving a lot of likes or comments on her photos, and they are not showing up in her followers’ feeds. This is not an example of shadow banning, as her photos are still visible to her followers and can be found through hashtags or by directly searching for her account. Instead, it is likely that the algorithm is not ranking her photos highly, as they are not receiving a lot of engagement. To improve the visibility of her content, Jane could try posting more engaging photos or using relevant hashtags to reach a wider audience.

To calculate the impact that the algorithm and community guidelines may have on the visibility of your content, you can use the following formula:

Visibility Impact = Engagement Score + Compliance with Community Guidelines

The engagement score is based on the amount of likes, comments, and other forms of engagement that your content is receiving. A higher engagement score indicates that your content is more likely to be shown to other users.

The compliance with community guidelines score is based on whether your content follows Instagram’s guidelines. A high compliance score indicates that your content is less likely to be removed from the platform and that your account is less likely to be at risk of being banned.

For example, if a user’s content is receiving a low engagement score of 3/10 and has a compliance with community guidelines score of 10/10, their visibility impact would be calculated as follows:

Visibility Impact = 3 + 10 = 13/20

This visibility impact score indicates that the user’s content may not be as visible as they would like, but their account is in good standing with the community guidelines.

Influencing Your Experience – Take Control of Your Instagram Feed

While the algorithm plays a significant role in determining what content you see on Instagram, there are also steps you can take to influence your experience on the platform.

First and foremost, it is important to interact with the content that you see. Like, comment on, and share content that interests you, as this helps the algorithm understand your interests and show you more relevant content. You can also follow accounts that you are interested in, as this will increase the likelihood of their content showing up in your feed, stories, and Explore page.

In addition, you can use the “Following” and “See First” features to customize your feed. The “Following” feature allows you to see posts from the accounts you follow in chronological order, rather than based on the algorithm’s ranking. The “See First” feature allows you to prioritize certain accounts in your feed, so their posts will always appear at the top.

You can also use the “Mute” feature to hide content from certain accounts or hashtags without unfollowing them. This can be useful if you want to take a break from seeing certain types of content, but still want to stay connected to the accounts or communities you are interested in.

Let’s say we have a user, Rachel, who is interested in fashion, but is tired of seeing a lot of sponsored content in her feed. To improve her experience on Instagram, Rachel can take the following steps:

  • Interact with the fashion-related content that she sees: Rachel can like, comment on, and share the fashion posts that she enjoys, which will help the algorithm understand her interests and show her more relevant content.
  • Follow fashion accounts: Rachel can follow fashion accounts that she is interested in, which will increase the likelihood of their content showing up in her feed, stories, and Explore page.
  • Use the “Following” feature: Rachel can use the “Following” feature to see posts from the fashion accounts she follows in chronological order, rather than based on the algorithm’s ranking.
  • Use the “Mute” feature: Rachel can use the “Mute” feature to hide sponsored content from her feed, so she can see more fashion-related content from the accounts she follows.

To calculate the impact that interacting with content, following accounts, and using the “Following” and “Mute” features can have on your experience on Instagram, you can use the following formula:

Experience Improvement = Interaction Score + Following Score + “Following” Score + “Mute” Score

The interaction score is based on the amount of likes, comments, and other forms of engagement that you give to content on Instagram. A higher interaction score indicates that the algorithm is more likely to show you more relevant content.

The following score is based on the number of accounts you follow and the relevance of those accounts to your interests. A higher following score indicates that you are more likely to see content from those accounts in your feed, stories, and Explore page.

The “Following” score is based on whether you are using the “Following” feature to see posts from the accounts you follow in chronological order. A higher “Following” score indicates that you are more likely to see posts from those accounts in chronological order, rather than based on the algorithm’s ranking.

The “Mute” score is based on whether you are using the “Mute” feature to hide content from certain accounts or hashtags. A higher “Mute” score indicates that you are more likely to see less of the content that you have chosen to mute.

For example, if a user has an interaction score of 7/10, a following score of 8/10, a “Following” score of 10/10, and a “Mute” score of 9/10, their experience improvement would be calculated as follows:

Experience Improvement = 7 + 8 + 10 + 9 = 34/40

This experience improvement score indicates that the user is taking steps to improve their experience on Instagram, and they are likely to see more relevant and engaging content as a result.

In this blog post, I’ve explored how the algorithm works on Instagram and how it impacts the content that users see on the platform. While the algorithm plays a significant role in ranking content, there are also steps that users can take to influence their experience on the platform, such as interacting with content, following accounts, and using the “Following” and “Mute” features. By understanding how the algorithm works and taking control of your feed, you can make the most of your time on Instagram and see the content that is most relevant and engaging to you.