As we all well and truly know, the performance of content on social media platforms is dictated by algorithms. These systems decide what content to push and what content to suppress, and getting to know these algorithms is priceless.
But the thing with algorithms is the goalposts are constantly moving as the social media platforms always look to tweak and optimise their algorithms.
So, let’s get nerdy and look into 12 areas you should focus on when it comes to the Instagram algorithm in 2024…
1. Reels get the most reach
Videos move, they make sound, they easily stir up emotions. For that straightforward reason, Reels are favoured in the Instagram algorithm.
They’re also your best chance of expanding your reach. The reels experience is more focused on recommendations than follower content. It’s one of the only places in-app where audiences regularly interact with accounts they don’t follow. Unlike the feed or stories, reels are a golden opportunity to bring curious people to your profile and convert them to followers.
2. Carousels are the optimal type of photo post
The newest algorithm update is meant to show users more photos in their feed — if that’s what they regularly interact with. In fact, the app is testing several new features on carousel posts, including the ability to post up to 15 images and comment on specific images within the carousel.
That means that photos are still a viable way to engage with your audience and even grow it. When you do post photos, carousel format is your best bet because your post might appear in a user’s feed more than once. If they scroll past your post the first time, the next time they might get served the second photo in your carousel.
3. Reshares are an important engagement signal
Reshares are a huge signal to the Instagram reels algorithm that content is worthwhile. They not only bring people to the app to check their DMs, but they also keep people engaged in conversation on the app.
4. Shorter Reels perform better
The Instagram team even went on record to say that posting Reels longer than 90 seconds can actually hurt your distribution.
There’s two reasons for this:
– Shorter videos are naturally more likely to be replayed. Replays are a significant signal to the algorithm that the content is engaging and worth pushing to more users.
– Shorter videos mean more content is consumed in a single reel-watching session.
5. Small creators have a shot
Going forward, Instagram wants to put small creators on a more equal footing with large accounts that have historically gotten the lion’s share of views.
Instagram’s newest update is aimed at giving credit to original creators rather than reposters and large aggregator accounts. This is good news for small creators. But interestingly it shows the algorithm is changing who it shows recommended content to!
6. Different rules govern different parts of Instagram
This one is super interesting, and something I didn’t think about until now! Essentially each feature has a unique purpose:
Feed : Interests – Since the feed serves up both recommended content and content from connected accounts, it uses a mix of signals to rank content. These include post recency and popularity, plus the user’s activity and interests
Reels : Entertainment – Reels are built for recommending content, and the biggest signals are reshares, watch time, replays, and whether the reel encourages a user to make their own similar reel
Stories : Closeness – Since stories only serve up content from accounts people follow, a user’s history of interaction with the account is the main signal for how stories are ordered
Explore : Discovery – The biggest signal that pushes a post to the Explore page is popularity; IG looks for the account’s and the posts popularity to rank content
7. Timing and frequency are critical
When you post a new story, it will hit connected accounts immediately, and your closest followers will likely see it first. Therefore it makes sense to post stories when your audience is online.
Your audience’s feed is also ranked based on recency, so you can model photo post timing based on your followers’ activity as well.
Reels are a little different and are not dependent on timing in the same way.
8. SEO is a big opportunity
For those that aren’t aware, SEO means Search Engine Optimisation. This essentially means Instagram seems quite close to launching itself as a search engine. Interestingly, TikTok is rapidly becoming the most popular place for people to search things compared to Google.
Instagram want a slice of this and so there’ll be various things to keep an eye on in regards to this:
- Handle and profile name – If your handle is related to what you do, people are more likely to find you.
- Keywords and locations in your bio – Use keywords and add your location to your bio to help people find you.
- Keywords and hashtags in captions – Your captions give context to your post, but also to your overall account. On top of using a few hashtags, use both broad and specific keywords you maximize your relevancy.
