The Instagram algorithm remains a topic of speculation, intrigue and, sometimes even frustration for both casual users, content creators and businesses. Nonetheless, algorithms are designed to personalize user experiences through prioritizing content the content that they are most likely to interact with. As of 2025, Instagram has more than 2 billion active monthly users, with over 500 of them engaging with Instagram stories daily. Thus, knowing how the Instagram algorithm works can significantly impact your engagement and visibility.
This article takes a deep dive into the Instagram algorithm, breaking down its components and offering actionable tips. Understanding these nuances can enable you to navigate and leverage the platform effectively, regardless of your social media strategy.
What is the Instagram Algorithm?
The Instagram algorithm refers to a set of rules and calculations that the platform users to prioritize and tailor content shown to each user, based on their preferences. The algorithm can also predict what users are most likely to find interesting and engaging, depending on their past interactions on the platform.
The algorithm uses information about the content that you like and who you follow to make predictions about the kinds of posts that will suit you. This ranking system also decides the order in which you see posts, Stories and Reels. The point is to give all users an experience that is personalized to their preferences, interests and needs.
It is important to note that Instagram does not have an overarching algorithm that applies uniformly across all the content formats. Instead, the platform’s ranking across feed, stories and explore work in different ways to reflect user behavior on every format. The Instagram algorithm uses factors such as engagement, relevance, relationships, timeliness and user activity to customize the content for every user.
In 2025, Instagram is moving away from the algorithm to AI systems that will now determine ranking. Every AI system has models that enable it to make multiple predictions about content. It learns through input signals data such as comments, likes and shares, and, leveraging machine learning to decide the content that is most relevant to you.
How the Instagram Algorithms Work
Every type of Instagram algorithm has been designed to curate and surface content that users will most likely expect and enjoy in each format. Here’s how the Instagram algorithm works.
Instagram Algorithm for Feed
The Instagram feed is the default screen that pops up when you open the app. It is a vertical scroll of posts primarily for accounts that you follow, sponsored posts and accounts that Instagram believes you will find interesting and relevant, depending on the following signals;
Relevant content
Instagram tracks the past activity of a user to learn about the content they have engaged with and accounts they have interacted with to provide recommendations that they are most likely to be interested in. The algorithm also recommends content from popular accounts similar to the ones you follow or are popular with users similar to yours.
Understanding the interests of your target audience is critical to creating content that will show up on their Feed. Some of the signals for audience interests include the topics they engage with, the accounts they follow and interact with and the kind of content that these accounts create that have high engagement.
Post engagement
The Instagram algorithm considers social media metrics such as comments, likes and shares to be crucial in the ranking of Feed content. The algorithm also takes into consideration the niche or topical content that users share privately with their networks through direct messages.
You should encourage your followers to interact with your posts to rank well in the feed. Insert CTAs such as ‘’double tap if you agree’’ or ‘’check the link in bio’’ to increase engagement. Here is an example of some of the best CTAs to inspire you.
Timeliness
The Instagram algorithm prioritizes recent posts over older posts to enable users to view the latest content. You need a consistent social media posting schedule and optimize posting times to when your followers are most likely online to rank well in Instagram’s Feed. Here’s a quick guide to the best times to post on social media.
Instagram Algorithm for Stories
Instagram Stories is the short-term content format that allows users to share videos, images and other types of content with their followers. Stories usually appear at the top of a user’s feed, in horizontal carousel and last for 24 hours before they disappear. These posts are a great way to engage with your followers more often without overwhelming their feed. The following are the key factors that influence how the Instagram algorithm ranks Stories;
Recency
IG prioritizes the most recent stories so that users can view the latest updates from their networks. Thus, you should keep your Stories fresh and relevant by posting timely content, such as live events or updates.
Engagement patterns
Instagram also examines the frequency of how users engage with an account’s Stories through direct messages and likes. Engage with your audience using interactive stickers like questions, polls and quizzes.
Relationship
The IG algorithms also consider the relationship between the user and the author of the Story. Users who frequently interact with the content of a particular brand or friend will have their Stories appear first on their Feeds. Share behind-the-scenes content or personal moments and respond to users’ messages and replies promptly to rank higher on Instagram Stories and build a strong connection with your followers.
Instagram Algorithm for Search
The search section is designed to help users find something specific, like an account or hashtag. Optimizing your profile will ensure that users looking for you can easily find you, and using relevant hashtags will also enable your content to show up on more Search results.
Focusing on Instagram SEO best practices ensures that your account or posts appear prominently in search results. Implementing effective strategies for Instagram SEO can significantly increase your chances of being discovered. Instagram Search ranking depends on the following factors;
Keyword relevance
Instagram considers the relevance of the keywords used in a brand’s profile, bio, captions and hashtags to match search queries with relevant content. Create keyword lists to optimize your profile, bio and content to rank well in Search.
Hashtag relevance
Hashtags help you to connect with a highly focused and relevant audience. Combine both general and niche hashtags to diversify your hashtag approach. Although specific hashtags such as #YogaForBeginners might be ideal if you are focusing on a particular group, more general hashtags like #fitness can reach a larger audience.
User activity
The Instagram algorithm also considers the past search behaviors and interactions of a user to show them more related content. You should regularly update your content to keep in fresh and relevant for search queries.
Account popularity
The popularity of your account such as follower numbers and engagement levels also influences your ranking search results. Use specific and relevant hashtags in your posts to boost their discoverability in search. Make sure that your content is high-quality and engaging to attract more followers and enhance your overall search ranking.
Instagram Algorithm for Reels
Although most categories in this article focus on the algorithms that impact ranking on different Instagram spaces, Reels are a type of content. They are short videos that users can easily create, personalize and share from within the app. Meta says Reels account for more than 20% of the time that Instagram, users spend on the platform. Besides, the length of the videos keep users on your content for an extended period of time. Consider the following signals to get the Instagram algorithm to rank your Reels higher.
User activity
The IG algorithm takes into account what reels users like, comment on, re-share, save and engage with to determine their preferred content. Thus, you should encourage users to like, share and comment on your Reels to boost their ranking.
Reel content
This focuses on signals about the content within the video, including the audio track, visuals and even its popularity. Using trending audio tracks and relevant hashtags can boost discoverability and your rankings on Instagram Reels.
Recency
The Instagram algorithm also uses recency to prioritize reels, making sure that users see the latest trends and content. So, post your Reels consistently and at times when your target audience is most active.
Instagram Algorithm for Explore
The Instagram Explore section is where users are actively looking to discover new content and new accounts. Thus, the explore algorithm searches for content and accounts that are similar to those that users are following and engaging with. The algorithm uses the following signals to recommend the most entertaining and relevant Reels to their user base;
Post popularity
The explore algorithm considers a post’s popularity. Signals like the number and speed of likes, comments, shares and saves determine the popularity of a post. Create high quality and engaging posts that encourage comments, likes, saves and shares to rank well in explore. Use relevant and trending hashtags that your audience is likely interested in to drive the visibility of your posts.
Instagram interactions
The previous activity of a user is a strong signal to the algorithm on what to show them next. If you have interacted with an account or theme of content, the Instagram algorithm uses that information to recommend similar accounts and posts.
Create compelling content that captivates the attention of users on their busy Explore pages and holds their attention enough to like and share. Keeping up with Instagram trends and developing niche content will resonate with those who are not following your brand but, are likely to do so based on their past activity.
Account popularity
The Instagram algorithm for Reels does not only consider existing user activity. Instead, it also considers account popularity because the objective is to curate accounts and content that users might like. Popularity signals like the number of followers or recent engagement levels enable the algorithm to find compelling content from various users.
The Explore page is the best way to increase the reach of your content. Therefore, it is essential for businesses to increase their number of followers, shares and likes since that has a direct impact on the chances of being featured in the Explore pages.
Tips to Optimize your Content for Instagram’s Algorithm
The following tips can help you to optimize your content for higher rankings by the Instagram algorithm:
- Interact with your followers and other users in the comments section
- Be concise and deliver real value to your audience as promptly as possible
- Keep your Reels under 90 seconds
- Loop your Reels
- Post stories consistently
- Encourage interactions
- Create fresh and save-worthy content
- Leverage SEO in your content creation
- If your posts go viral, keep the momentum.
The Bottom Line
You need a proactive approach to stay ahead of the Instagram algorithm. Content creators and businesses must stay abreast of continuous updates, shifting user behaviors and the changing trends and preferences. Higher rankings by the Instagram algorithm will enable you to significantly attract more followers and boost engagement on the platform.
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