Ranking on Instagram (How to Get Seen by Your Ideal Audience)
Instagram ranking isn’t about getting lucky… it’s quite literally all about understanding how the platform prioritizes content and working with the algorithm instead of against it. If you’re a small business owner or influencer struggling to convert views into sales, you need visibility that leads to action. But ranking on Instagram is more than just “post consistently” or “use trending audio.” The platform has two main ranking systems:
1. Connected Reach – Content shown to people who already follow you.
2. Unconnected Reach (Recommendations) – Content shown to people who don’t follow you yet.
Understanding how both work will get your content in front of the right audience and more importantly, help you turn those views into engagement and sales.
Instagram Favors Relationships,
Not Just Engagement
Most people assume the algorithm prioritizes likes and comments. While engagement does matter, Instagram is more focused on relationship signals—meaning it prioritizes content from accounts users have a real connection with.
Hidden Insights on How Instagram Determines “Relationships”
• Direct Messages: If someone has ever DMed you (even once), Instagram considers you “connected.” Your posts are more likely to appear in their feed and Stories.
• Story Interactions: If someone regularly taps on your stickers, votes in polls, or sends emoji reactions, Instagram assumes they enjoy your content and will continue prioritizing it.
• Shares & Saves: These are major ranking signals. When someone saves your post, it tells Instagram your content is valuable and worth resurfacing.
Action Steps:
• Run a poll or question box in Stories to spark engagement.
• Use DM triggers in captions (ex: “DM me the word ‘GLOW’ for my top skincare tips”).
• Encourage saves and shares by making content that is reference-worthy—think checklists, swipe-worthy carousels, and insider tips.
Building these relationship signals will increase your ranking across the platform, making sure your posts aren’t getting buried in the feed.
How Instagram Ranks Content
(What Gets Seen & What Doesn’t)
Instagram evaluates content based on three main factors:
• Watch Time – How long someone stays on your video or post.
• Likes Per Reach – How many people like your post compared to how many see it.
• Shares Per Reach – How often people send your content to a friend.
Ranking Power by Content Type (From Highest to Lowest)
1. Reels – Instagram’s top-ranking format, ideal for discovery.
2. Carousels – People spend more time swiping through multiple slides, which signals high engagement.
3. Stories – Designed for deeper connections with engaged followers but doesn’t expand reach significantly.
4. Single Image Posts – Still valuable, but needs strong captions and engagement strategies to perform well.
What This Means for You:
• If you’re only posting single photos or graphics, mix in Reels and Carousels to increase your ranking.
• Post Reels consistently…even once a week can improve your overall reach.
• Use “hook and hold” strategies for Reels. Make the first three seconds intriguing enough to keep people watching.
Instagram is a Search Engine Now…
Are You Optimizing for It?
Hashtags used to be the main way to get discovered, but Instagram is now utilizing SEO (search engine optimization) for discovery. Just like Google, people are now searching for content inside Instagram’s search bar.
How to Optimize Your Profile & Posts for Instagram Search
• Use keyword-rich captions. Instead of “New fall sweaters just dropped,” say, “Soft, cozy, and perfect for layering—our new fall sweaters are here. Shop the best oversized knits for chilly weather.”
• Optimize your bio for search. Instead of “Helping you feel beautiful,” use searchable terms like “Bridal Makeup | Natural Glam | Beauty Tips.”
• Use Instagram’s alt text feature. Instead of letting Instagram auto-generate alt text, manually add descriptions like, “Handmade ceramic mugs in neutral tones, perfect for cozy fall mornings.”
By making your content search-friendly, you increase your chances of being discovered without relying on hashtags alone.
The Secret to Getting Instagram to Recommend Your Content
If you want your content to be seen by people who don’t follow you yet, it needs to meet Instagram’s recommendation criteria.
How to Make Your Content Eligible for Recommendations:
1. No Watermarks – Instagram won’t push content with visible TikTok or other platform logos.
2. Use Audio – Even for photos and carousels, adding audio boosts ranking potential.
3. Keep Videos Under Three Minutes – Anything longer won’t be eligible for recommendations.
4. Post Original Content – Remixing is okay, but make sure you’re adding your own spin.
5. Keep Your Account in Good Standing – If you’ve had content violations, your reach may be restricted.
Action Step:
• Use Instagram’s “Trials” feature (we covered that in January’s Social Scene) to test content with new audiences before showing it to your followers. This allows you to experiment without overwhelming your existing audience.
How Stories Actually Rank
(& Why They Matter)
Stories don’t work the same way as Feed posts or Reels. They’re designed for deepening relationships, not reaching new audiences.
What Determines Story Ranking?
• How likely someone is to tap on your Story when they see it.
• Whether they like or react to your Story.
• If they reply to your Story (less common for non-personal accounts).
How to Keep Your Stories Ranking High:
• Use interactive stickers (polls, questions, emoji sliders) to boost engagement.
• Post behind-the-scenes and unfiltered content—Stories perform better when they feel casual and authentic.
• Space out your Stories throughout the day instead of posting a long batch at once.
While Stories won’t grow your audience, they will keep your most engaged followers connected, making them more likely to interact with your Feed posts and Reels.
To work with Instagram’s ranking system, focus on building relationships… the algorithm prioritizes DMs, Story interactions, and saves. As Instagram shifts toward SEO-driven discoverability, optimize your bio, captions, and alt text to improve search visibility. Not all content ranks equally, so prioritize Reels and Carousels for maximum reach, while using Instagram’s recommendations system to expand beyond your followers. And remember, Stories are for engagement, not growth, but they DO lead to conversion. Use them to strengthen relationships with your most loyal audience (AKA those already following you).
Instagram isn’t dying, and growth isn’t impossible, you just need to work with the algorithm, not against it. Now, go apply these strategies and start getting seen by your ideal audience!
