Instagram Algorithm Explained [2025]
Instagram's algorithm is simple: it shows you content from accounts you care about and content it thinks you'll find interesting. The algorithm uses three main ranking factors—engagement (do people like, save, and share this?), relationships (do you interact with this account?), and timeliness (is this recent?)—to decide what appears in your Feed, Reels, Stories, and Explore page.
The Instagram Algorithm in 3 Simple Rules
Rule #1: Instagram Shows You Content From Accounts You Engage With
In plain English: If you like, comment on, or view someone's posts frequently, Instagram will show you MORE of their content.
Example:
- You like every post from @fitnessmotivation → Their posts appear at the top of your feed
- You haven't interacted with @oldclassmate in 6 months → Their posts disappear from your feed
Why this matters for creators: The more your followers engage with your content, the more likely they are to see your future posts. Build engagement, build visibility.
Rule #2: Instagram Rewards Engagement (Especially Saves and Shares)
In plain English: Posts that get lots of likes, comments, saves, and shares get shown to MORE people.
The engagement hierarchy (from most to least valuable):
- Saves - "I want to come back to this later" (most valuable)
- Shares - "This is so good I need to show my friends" (viral signal)
- Comments - "This made me want to respond" (conversation signal)
- Likes - "I enjoyed this" (basic engagement)
Why this matters: Stop optimizing for likes. Start optimizing for saves and shares. That's how you reach non-followers and hit the Explore page.
Rule #3: Instagram Prioritizes Recent Content
In plain English: Newer posts are shown before older posts (but only if they're from accounts you engage with).
How it works:
- Post goes live at 12 PM
- First 60 minutes: Shown to your most engaged followers
- First 6 hours: If performing well, shown to all followers
- 24-48 hours: If still performing well, shown to non-followers (Explore page)
Why this matters: Post when your audience is ACTIVE for maximum first-hour engagement.
Instagram Doesn't Have ONE Algorithm—It Has FOUR
Here's a secret most people don't know: Instagram uses different algorithms for Feed, Reels, Stories, and Explore.
Feed Algorithm (Your Main Feed)
What it prioritizes: Accounts you interact with regularly
How content is ranked:
- How often you engage with this account (likes, comments, DMs)
- How quickly the post gets engagement (first 60 minutes matter most)
- How many saves and shares it gets
What this means for you: Post when your followers are online, create content people want to save, engage with your audience.
Reels Algorithm (Short Videos)
What it prioritizes: Entertainment value, even from accounts you DON'T follow
How content is ranked:
- Watch time (did people watch to the end?)
- Shares (did people send it to friends?)
- Trending audio (are you using popular sounds?)
What this means for you: Hook viewers in first 1-2 seconds, keep Reels short (<15 seconds), use trending audio.
Stories Algorithm (24-Hour Content)
What it prioritizes: Accounts you interact with most + recency
How content is ranked:
- Who you DM frequently
- Whose Stories you consistently watch
- How recently the Story was posted
What this means for you: Post Stories when followers are active, engage via DMs, use interactive stickers.
Explore Algorithm (Discovery Page)
What it prioritizes: Content similar to what you've liked before, from accounts you DON'T follow
How content is ranked:
- High save rate (people find it valuable)
- High engagement from non-followers
- Similar to content you've engaged with before
What this means for you: Create "save-worthy" content (guides, infographics, tutorials), use hashtags strategically.
What Instagram REALLY Cares About (And What It Doesn't)
✅ Instagram DOES Care About:
- Saves and Shares (most important signal)
- Watch Time (for Reels)
- Engagement Velocity (first hour)
- Relationship Strength (how often you interact)
❌ Instagram DOESN'T Care About:
- Your Follower Count (engagement rate matters more)
- How Often You Post (quality > quantity)
- Business vs Personal Account (identical treatment)
- "Banned" Hashtags (no shadowbanning)
- Editing Captions After Posting (no penalty)
Adam Mosseri (Head of Instagram): "Saves are the strongest signal that content is valuable."
How to Make Instagram's Algorithm Work FOR You
1. Post When Your Audience Is Online
Why it works: First-hour engagement is the most critical window for algorithmic distribution.
Quick win: For most audiences, Tuesday-Thursday 12-3 PM EST performs best.
2. Create Content People Want to SAVE
Why it works: Saves are Instagram's most valuable engagement signal.
What to create: Tutorials, infographics, tips and tricks, recipes, workout routines, quote graphics.
3. Use Reels to Reach Non-Followers
Why it works: Reels have 10-100x the reach potential of Feed posts because they're shown to people who DON'T follow you.
How to optimize: Keep them SHORT (<15 seconds), hook in first 1 second, use trending audio, end with seamless loop.
4. Respond to Comments Within First Hour
Why it works: Engaging with comments boosts engagement velocity and relationship scores.
How to do it: Set aside 30-60 minutes after posting, respond to every comment, ask follow-up questions.
5. Use Stories Daily
Why it works: Stories keep you top-of-mind and strengthen relationship scores.
What to post: Behind-the-scenes, polls and questions, share Feed posts, day-in-the-life content. Post 5-7 Stories per day.
6. Use Hashtags to Reach New People
Why it works: Hashtags help non-followers discover your content through search and Explore.
Best practices: Use 10-15 hashtags per post, mix of large/medium/small, make them RELEVANT to your content.
7. Create Carousel Posts (Swipe-Through)
Why it works: Carousels have higher engagement because users spend more time swiping through slides.
What performs well: Before/after transformations, step-by-step tutorials, educational content, storytelling.
Simple Instagram Algorithm Checklist
Before Posting:
- Is this content save-worthy or share-worthy?
- Am I posting when my audience is online?
- Have I included 10-15 relevant hashtags?
- Does my caption encourage engagement (question, CTA)?
Within First Hour After Posting:
- Shared post to Stories ("New post!")
- Responding to every comment
- Engaging with followers' content
Content Mix (Weekly):
- 3-4 Reels posted
- 1-2 carousel posts created
- Daily Stories with interactive stickers
- Engaging with followers via DMs
Remember: Instagram's algorithm rewards ENGAGEMENT, not follower count. A small account with high engagement will always outperform a large account with low engagement. Focus on creating valuable, save-worthy content that your audience actually wants to see.