How does Instagram’s algorithm work?

Are you struggling to gain visibility on Instagram? To achieve this goal, you absolutely must understand its algorithm. Because navigating Instagram without understanding the algorithm is a bit like cooking blind. You add ingredients without knowing what will make the sauce rise…

News feed, stories, Reels, exploration… The algorithm is no longer a simple headache. It’s a veritable orchestra conductor, deciding who sees what, when and how.

Casaneo, a recognized expert in affiliation and influencer marketing, has deciphered all this for you with concrete advice on how to increase your Instagram reach!

What you need to understand about how the Instagram algorithm works

First of all, there’s a myth to be deconstructed: there isn’t just one, but several algorithms!

Indeed, contrary to what many may think, Instagram doesn’t rely on a single all-powerful algorithm. No, it doesn’t.

Each section of the app (News Feed, Stories, Reels and the Explorer page) has its own system. According to Instagram director Adam Mosseri, the platform comprises “various algorithms, classifiers and processes, each with its own purpose”.

Each algorithm serves a specific purpose. But they all share a common goal: to offer each user the most relevant content possible, based on their past behavior.

So let’s break down each section to help you better understand how they work and boost your Instagram visibility.

News feed: the hunt for commitment

The News Feed is where your followers see your classic publications: images, Instagram videos, reels or Instagram carousels. It’s where the algorithm makes all the difference.

Here, the Instagram News Feed algorithm will focus on :

• The user’s interaction history: has he already liked, commented on, shared your sponsored Instagram content?
• The popularity of the publication: how many likes, comments or registrations? And above all, how fast?
• The relationship with the author: how often does the user interact with you?

So, if your goal is to be highly visible in the news feed :

• Aim for engagement in the first few minutes. Publish when your community is active to optimize Instagram viewing time.
• Encourage private sharing. Today, it’s the secret weapon! Private message shares are now a strong signal for the algorithm.
• Take care of the relationship. Reply to comments, interact in DMs. Instagram loves long-lasting, reciprocal relationships.
• Make your content “saveable”: tips, inspirational quotes, tutorials…
• Think of the “snowball effect”: the earlier it rolls, the faster it grows.

Tip: post when your audience is particularly active. A good Instagram engagement rate in the first 30 minutes makes all the difference.

Stories: play the proximity card

The Instagram story algorithm, meanwhile, focuses on proximity. Stories are ephemeral windows at the very top of the screen. Their purpose is not to recruit, but to build loyalty.

What the algorithm favors:

• Accounts whose stories we often look at;
• Those to which we react by emoji, question, or DM ;
• Strong social ties (family, friends, close brands).

So, if you want to make it big in the world of stories :

• Publish often. A story a day keeps you from forgetting.
• Add interaction: polls, quizzes, emotion sliders.
• Stimulate responses: ask questions, seek advice.
• Create regular appointments: a game on Monday, a tip on Wednesday…
• Be the brand that says “good morning” every morning with its virtual coffee.

Tip: successful stories mix spontaneous content, dynamic formats and calls to action. Dare to vary content types.

Reels: the playground to get noticed

The Reel is the TikTok of Instagram. The place where anything can happen. A good Reel can propel your brand into the stratosphere.

The reels Instagram algorithm is all about discovery. What it looks at:

• What users like, comment on and, above all, share;
• If the content follows current Instagram trends (music, visual style, effects);
• The link between the user and the author (if any).

Want to boost your organic Instagram visibility with Reels?

• Jump smartly on trends. No need to reinvent the wheel. The sounds of the moment make all the difference.
• Rely on sharing. A funny, inspiring or bluffing Reel = shared in DM = boosted in the algorithm.
• Don’t overlook quality. Sharp images, dynamic editing, good lighting… it’s not Netflix, but it’s close.
• Inform by entertaining. Put emotion at the heart of your Instagram content strategy. The winning combo? A useful type of content, presented in a fun way.

Tip: content should be captivating from the very first three seconds. Reels are like speed-dating with your audience. In less than 10 seconds, you need to leave a lasting impression.

The Explorer page: the hunt for new subscribers

The Explorer page is the best place to be discovered by people who don’t yet follow you. The explore Instagram algorithm is a sleuth: it spots content that’s similar to what the user has already liked.

Here, you’re faced with a curious and demanding algorithm. It is based on :

• The popularity of top Instagram posts;
• The user’s past interactions with similar content;
• Implicit preferences (types of visuals, subjects, formats).

So, if you want to win over a new audience on Explorer :

• Optimize your hashtags. Use 5 to 8 relevant hashtags, no more.
• Take care of the visual. A striking visual is as eye-catching as a lit shop window on a dark street.
• Use engaging captions. A good hook, an open question… you need to grab attention from the very first line.
• Encourage recording. Offer checklists, quotes, guides… anything that makes people want to “save for later”.
• Think of your post like a movie poster. It has to make you want to know more at first glance.

Tip: try out “carousel with tips” or “before/after” visuals. These formats encourage swiping, saving… and therefore promotion.

So what Instagram trends should you be following?

The Instagram algorithm isn’t a wall to break down, it’s a maze to understand. Once you’ve got the plan, you’ll move forward much faster.

The reign of the DM

For some time now, private messages have been taking precedence over likes. Instagram increasingly values content that generates private conversations. So create content that people will want to share discreetly with their friends.

Authenticity first

Gone are the days of polished feeds and frozen photos. What works nowadays is the human element, accepted imperfection and emotion. So show your behind-the-scenes stories, your failures, your real successes. The algorithm likes what people like. And people like what’s true.

Micro-communities gain ground

Successful brands are those that create a genuine connection with their audience. You don’t have to please everyone. Better 100 engaged fans than 10,000 absent subscribers.

What not to post on Instagram?

Now that we’ve talked about what the algorithm likes, let’s look at what can penalize you.

First and foremost, as you can imagine, Instagram takes the safety of its users very seriously. The platform will therefore severely punish any content that goes against its publication rules. This concerns :

• Fake news;
• Content that promotes vaping or smoking;
• Low-resolution images ;
• Watermarked images;
• Political content.

Please note: although valid, we do not recommend content with too much text, reels without audio or publications too close together.

A winning Instagram strategy for brands?

Don’t try to beat the Instagram AI. Aim to please your followers, the algorithm will follow.

• Understand where you publish. Feeds, Stories, Reels, Explorer: each has its own rules, codes and algorithm.
• Create content designed for interaction. DM shares, comments, recordings, story responses… these are your best allies.
• Pay attention to your timing. Publish when your audience is connected to capture engagement at the right time.
• Strengthen relationships. Respond, engage, be present.
• Test, analyze, adjust. Monitor performance, test different formats, sounds, publication times… until you find the magic formula that works for you.

Instagram’s algorithm isn’t there to get in your way. It’s there to offer each user what they want to see. It’s up to you to understand its rules, to speak its language, and to offer content that your audience will want to like, share, comment on… and, above all, review.

Join Casaneo and benefit from our expert advice on Instagram influencer marketing.