Ah, the infamous and notorious Instagram algorithm.
It’s like the Voldemort of social, he (or it) that shall not be named. But here we are, ready to dive deep and finally get to grips with it’s inner workings. The algorithm gets a bad rap, 99% of the time. But I’ll go ahead and say it. A lot of the time, we’re just looking for something to blame for our content not hitting.
As faceless creators, getting to grips with the algorithm can be the gamechanger you need. Whether you’re a seasoned Insta pro or just starting out on your journey to escape the 9-5 grind by selling digital marketing courses, understanding the algorithm is step one.
So, let’s dive in, shall we?
The Myth of “The Algorithm”
First things first, let’s bust a myth: there isn’t a single “Instagram algorithm.” Shocking, I know!
Instagram relies on a series of classifiers, hierarchical Bayesian modeling (fancy, right?), and signal accrual from millions of nodes. In simpler terms, it’s a complex system of different machine learning models, I’ll call them algo-bots.
There’s different algo-bots for different placements.
🍌 Feed
The feed is your personalized homepage. It’s where Instagram shows you the most relevant content based on your interests and interactions. Factors influencing feed rankings include:
- Your activity (likes, comments, shares)
- Information about the post and the poster
- Your preferences and format (videos, photos, etc.)
This algo-bot collects data from recent posts, predicts which content you’ll find relevant, and orders it accordingly. This includes device type, Wi-Fi connection, and even location tags.
đź“š Stories
Stories are more intimate and ephemeral, lasting only 24 hours. They’re designed for close connections and frequent engagement. The algorithm considers:
- Viewing history
- Engagement history
- Closeness of relationship with the poster
Stories are prioritized based on how often you view and interact with an account’s stories. This is why your besties’ stories always show up first.
🌎 Explore
Explore is for discovering new content. It’s based on your past interactions and the popularity of posts and creators. The algorithm uses hierarchical modeling to rank posts in your explore feed. Big accounts with proven engagement often dominate this space.
🎥 Reels
Reels are similar to Explore but focused solely on short-form videos. The ranking factors are the same, with the algorithm prioritizing high-engagement, popular content.
🔍 Search
When you search for something on Instagram, the algorithm suggests the most relevant accounts, posts, and hashtags based on popularity and engagement. This helps you find what you’re looking for quickly and efficiently.
Back in the day, it was simpler. Instagram was a chronological feed – you posted a photo, and your followers saw it in real-time.
But as Instagram grew, so did the amount of content, and users started missing out on a lot of posts. So an algorithm was developed to try and show you the content that you’re most likely to enjoy.
Fast forward to today, and even the best-performing posts only reach about 20-30% of their audience. So, if you’re struggling to get noticed, know that you’re not alone!
So, how do I use this as a faceless creator?
When you post, Instagram’s predictive modeling kicks in.
It uses a decision tree process – if this, then that – to determine how and to whom your post should be shown. If your post gets a lot of shares, comments, and watch time quickly, it will be shown to more people, including non-followers.
Here’s a visual analogy to wrap your head around: imagine a flywheel. You post content, it starts small within your current audience, and as it gains traction, it reaches more people, creating a snowball or flywheel effect. This cycle continues, leading to more engagement, more reach, and ultimately more followers and sales.
If you want to win, you need engagement
You know this already. Engagement is the name of the game.
The algorithm loves high engagement – think likes, comments, shares, and watch time. But not all engagement is created equal. Shares are like gold because they show a higher level of effort and interest from your audience. So, always aim for shares!
When you get good engagement, Instagram starts showing your post to more non-followers. It’s like a snowball effect – the more engagement you get, the more people see your post, leading to even more engagement. This is how posts go viral.
Remember, Instagram (or Meta, if we’re being formal) makes money from advertisers. They want to keep people on the platform as long as possible to collect data and sell ads. So, your goal is to create content that keeps people engaged and interacting, which in turn makes Instagram (and you) more attractive to advertisers.
Optimizing Your Content for the Algorithm
Switching from the user’s perspective to the content creator’s side, it’s crucial to ensure that your posts, stories, and other content are seen by as many people as possible.
Here’s how to do it:
Keywords and Niches
Your captions, hashtags, and account summaries should include keywords that relate to your ideal clients. Focus on a specific niche. This doesn’t necessarily mean a particular audience type or personality; it means a subset of an industry. For example, instead of targeting just “stay-at-home moms,” narrow it down to something like “new brides overwhelmed with wedding planning” or “parents of kids with ADHD.”
Consistency and Clarity
Think of the algorithm as a delivery service like FedEx or UPS. The more specific and clear your instructions (i.e., your keywords and niche), the better your content will be delivered to the right audience. Avoid using industry jargon that your target audience might not understand yet. Instead, use beginner-friendly terms they are likely searching for, such as “side hustle ideas” or “passive income.”
Market Research and Engagement
Use the Explore tab to search for keywords related to your industry. See what pops up and use those phrases in your content. Regularly update your market research—every two weeks is a good benchmark. Look at what’s trending, who’s getting the most engagement, and what types of posts are performing well.
Trend Adaptation
It’s crucial to adapt viral trends to fit your brand. Instead of copying trends, put your unique spin on them to make them relevant to your audience. Save trending audios and posts for inspiration. Instagram allows you to organize saved items into folders, which can be a handy tool for content planning.
Practical steps to optimize your account
Clearing Recent Searches
If you’re resetting your account, start by clearing your recent searches:
- Go to your profile.
- Tap the three horizontal lines (hamburger menu) in the top right corner.
- Select “Your Activity.”
- Scroll to “Recent Searches” and either delete selective ones or clear all.
Aligning with Other Accounts
Aligning your account with similar ones can help with categorization:
- Go to your profile.
- Tap the three horizontal lines (hamburger menu) in the top right corner.
- Type in a username or look through suggested accounts.
- Add or remove accounts as needed.
This isn’t a perfect science but aligning with relevant accounts helps ensure your content is categorized correctly.
…stop blaming the algorithm, start using it
Training the algorithm is about laying a strong foundation so that your content can reach its full potential. Remember, there’s no silver bullet—consistency and strategic planning are key.
Regularly update your strategy based on what’s working and what’s not. Remember
💠Post Consistently: Keep your audience engaged by posting regularly. But quality over quantity – no one likes spam.
💠Engage with Your Audience: Respond to comments and DMs. Engagement isn’t just about getting likes; it’s a two-way street.
đź’ Create Shareable Content: Make posts that people want to share. Think inspirational quotes, helpful tips, or relatable memes.
Stay engaged with your community, keep your content relevant, and the algorithm will work in your favor.
