Cracking the Code: Unravelling Instagram’s Latest Algorithm Update

Anastasia Michael
29th June 2023
3 minute read

Last month Instagram changed its algorithm (again!) based on creators’ feedback. If you are a marketer, you might be overwhelmed with the new update but don’t worry; once you crack it down, you will realise it’s NOT that bad!

Instagram, one of the world’s most popular social media platforms, utilises a sophisticated algorithm to rank posts in users’ feeds. How Instagram determines the order in which posts appear is a topic of great interest to users, content creators, and businesses alike. In this blog post, we will dive into the details of Instagram’s ranking algorithm, as explained by the official Instagram blog post. Through a summary of the key points, we will gain insights into how Instagram determines the visibility and reach of posts.

Feed, Stories, Explore, Reels and Search – Each part of the app has its own algorithm.


Feed ranking

Your activity: Instagram considers posts you have liked, shared, saved, or commented on to understand your interests. These actions signal the algorithm about the type of content you find engaging.

Information about the post:
The algorithm considers various aspects of the post itself. This includes factors such as the post’s popularity, indicated by metrics like the number of likes, comments, shares, and saves it receives and the speed at which people engage with it. Additionally, the algorithm takes into account more mundane information about the content, such as the time it was posted and any attached location.

Information about the person who posted
Instagram looks at the person who posted the content to gauge their potential interest in you. Signals such as how frequently people have interacted with that person’s posts in recent weeks help the algorithm determine your interest level.

Stories Ranking

Viewing history: Instagram takes into account how frequently you view an account’s stories. By analysing your viewing history, the algorithm identifies funds whose stories you consistently engage with. Instagram aims to prioritise the stories from these accounts, ensuring you get all the content from the accounts you’re interested in.

Engagement history: The algorithm also examines how often you engage with an account’s stories. This includes liking or sending a direct message (DM) in response to the stories. Your engagement history provides insight into your level of interest in the account’s content. Accounts that you regularly engage with are more likely to have their stories prioritised in your feed.

Closeness: Instagram considers your overall relationship with the account’s author. This factor evaluates the likelihood of you being connected as friends or family. Accounts deemed closer to you in terms of relationships are more likely to have their stories given higher priority in your feed.

Explore Ranking

Information about the post: Instagram analyses signals related to post popularity, such as the number of likes, comments, shares, and saves. These signals are crucial in determining a post’s popularity and relevance. These signals have more impact in the Explore section than in the Feed or Stories sections.

Your activity in Explore: Instagram takes into account your actions within the Explore section, such as liking, saving, sharing, or commenting on posts. By analysing your past interactions with Explore content, the algorithm aims to show you more content similar to previous posts you have engaged with.

Your history of interacting with the person who posted: Although the post may be shared by someone unfamiliar to you, if you have previously interacted with that person’s content, it provides insights into your potential interest in their shared content. Interactions with the person who posted the content contribute to determining its relevance to you.

Information about the person who posted: Instagram considers signals related to how often people have interacted with the person who posted the content within the past few weeks. This factor helps identify compelling content from a diverse range of individuals, considering the engagement history of the person who posted.



Reels Ranking

User activity: The platform analyses the user’s actions, such as liking, saving, resharing, commenting, and engaging with reels (videos). These actions provide insights into the user’s preferences and help identify content that might interest them.

Interaction history: The platform takes into account the user’s past interactions with the person who posted the reel. If the user has engaged with that person before, it suggests a higher level of interest in the content they share.

Reel information: Signals related to the content of the video itself, such as the audio track and visuals, are considered. Additionally, popularity indicators are considered to gauge the video’s appeal.

Poster information: The platform considers information about the person who posted the reel, including popularity signals like the number of followers and level of engagement. This helps curate compelling content from a diverse range of individuals, ensuring everyone can reach their desired audience.



To wrap up

Understanding how Instagram ranks posts is crucial for users, content creators and marketers seeking to maximise their reach and engagement on the platform. By considering user interests, post popularity, recency, the user’s relationship with specific accounts, content type, and usage patterns, Instagram strives to deliver a personalised and engaging experience for its users.

It is important to note that while this blog post provides valuable insights into Instagram’s ranking algorithm, the platform’s algorithms are continually evolving. Staying informed about updates and changes from official sources will help users and content creators adapt their strategies to make the most of their Instagram experience.

Read Instagram’s latest blog for a more detailed explanation Instagram Ranking Explained | Instagram Blog

Contact Us

Let’s get the ball rolling.

Get A Quote

We are passionate about innovation, ideas and experience. Tell us about yourself and your project and we can start the ball rolling.