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Shedding More Light On How Instagram Works
June 15, 2021
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Adam Mosseri, Head of Instagram, spent time this week breaking down Instagram’s algorithm.
While Mosseri noted it’s hard to trust what we don’t understand – he wanted to clear up that there is no single Instagram algorithm. In fact, Instagram uses “a variety of algorithms, classifiers, and processes, each with its own purpose” to determine what to show you.
He then broke down the “signals” Instagram uses to surface something in your feed, stories, explore and reels.
It’s a pretty lengthy read, so I’ve summarized it in the most general way to make it a bit easier when it comes to being seen:
And while that’s a pretty general breakdown – there are a few unique areas to take note on. For example:
Instagram’s Explore Feature- The explore grid is designed to help you discover content from a wide array of people, mostly from accounts you don’t follow.
- Hashtags – don’t over do it. A gazillion hashtags confuse the algorithm.
Use hashtags sparingly and consistently – meaning try to use the same few hashtags to help the algorithm know who your intended audience is for greater discovery.
Instagram’s ReelsWith Reels, Instagram is specifically focused on what might entertain you.
(And much like Explore, the majority of what you see is from accounts you don’t follow.)
While the algorithm for Reels goes off your activity (type of content you engage with), history (who you interact with the most), there’s also something Mosseri was quick to point out:
Instagram avoids recommending “watermarked reels” (recycled Tik Toks) in your feed or grid. Keep content unique for Reels.
The Truth Is:Billions of pieces of content are trying to flow through social media feeds every day and we’re missing more than 70% of content intended to be seen.
So, don’t wing this.
Care About the Content You Create
Craft a Cadence
Study Audience Signals (what triggers reaction; what does not)
Acknowledge Comments
Be ConsistentThe more action people take with your content, the more heavily Instagram weighs that action, and the higher up you’ll be seen.
That’s why caring matters.
Stop posting content people don’t seem to care about.
You’re only throttling yourself out of the feed and stunting opportunity for discovery.Let us know how we can help: lori@lorilewismedia.com
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