Instagram is one of the most powerful platforms for companies to reach their target audience. But many people ask themselves: How does content ranking work? Why do some posts appear at the top while others barely get any reach? In this article, we provide an insight into the mechanisms of Instagram - and how you can use them to maximize your reach.
Not “one” Instagram algorithm – but many
A common misconception is that Instagram uses a single algorithm. In fact, there are many algorithms and ranking processes that control different areas of the app, including Stories, feed, Reels and Explore. The goal? Personalization.
Instagram strives to provide each user with a unique experience based on their interests and interactions. The platform uses signals and predictions to arrange content to be as relevant and engaging as possible.
1. Stories: How does the ranking work?
Stories are the first thing users see when they open the app. The algorithm evaluates all stories posted in the last 24 hours and decides which ones appear at the top.
Important signals for the story ranking:
- Interactions with Stories: How often do you see stories from a particular author?
- Interactions with the author: Have you replied or reacted to stories?
- Proximity to the author: Do you often write messages to this person?
Tip: Companies should regularly post stories that interact directly with their target audience in order to rank better.
2. Feed: The best content at the top
The feed shows the highlights since your last visit to Instagram. It not only shows content from accounts you follow, but also from potentially interesting new accounts.
Signals for feed ranking:
- Past interactions: What have you liked or commented on in the past?
- Post features: Is the post popular? Does it contain engaging images or videos?
- Interaction with the author: Have you interacted with this account in the past?
Tip: Make sure to regularly post high-quality content that is visually appealing and encourages interaction.
3. Reels: The focus is on entertainment
Reels are primarily used to discover new content and are a great way for businesses to reach a wider audience.
Signals for the Reels ranking:
- Engagement: How likely are you to watch the reel to the end or share it with friends?
- Past interests: What types of videos have you watched before?
- Reel Features: Is the video creative, entertaining or inspiring?
Tip: Focus on original and authentic content that presents your brand in an entertaining way.
4. Explore: Discover new content
Explore is the place where users find new inspiration – perfect for companies to reach new audiences.
Signals for the Explore ranking:
- Post popularity: How popular is the post overall?
- Past interactions: What topics interest you?
- Author interaction: Have you already liked or commented on similar content?
Tip: Use engaging hashtags and post regularly to become visible in Explore.
How can companies improve their Instagram strategy?
- Experiment: Test different content and analyze what works for your target audience.
- Use insights: Use Instagram analytics tools to identify trends and strengths.
- Collaborations: Collaborate with influencers or other brands to increase your reach.
- Check account status: Make sure your content meets Instagram's guidelines.
- Promote originality: Instagram increasingly favors original content over aggregates.
Why professional support makes sense
Understanding and using Instagram effectively requires time, know-how and a clear strategy. I will help you to present your brand in the best possible way, create engaging content and reach your audience effectively.
Schedule a free consultation now and find out how you can use Instagram for your business!
