Working WITH the Algorithm: A Quick Guide
Let’s be honest—Instagram’s algorithm feels like an uncontrollable magical mystery to a lot of users. One minute, your content is thriving; the next, it’s like you’re posting into a void. The good news? It’s not magic, it’s not uncontrollable, it’s actually something that you can learn to work with instead of just complaining about how it doesn’t work. Whether you’re a small business owner, content creator, or influencer, understanding how to work with Instagram’s algorithm will make all the difference in how far your content goes. So let’s get into it!
First Things First: It’s Not One Algorithm, It’s Several
Instagram doesn’t have just one algorithm. Oh no, that would be too easy. Each part of the platform—Feed, Reels, Stories, Explore, and Search (and more)—has its own set of rules. Think of it like a buffet: every station has different ingredients, but your goal is the same—to create something delicious enough that people come back for more.
Feed: The OG Algorithm
The Feed is where your followers see the majority of your posts. This used to be a chronological feed, but as the platform grew, so did the backend. This is when the algorithm-based feed really began to take shape. Instagram even said that with a chronological feed, users were missing about 70% of posts their followers were making. The algorithm was designed to learn what you wanted to see and give you more of that.
Instagram determines what gets shown based on user activity. So, your followers are seeing content from people they interact with the most—meaning if they’ve been ghosting you, you might get ghosted back.
How to work with it:
• Encourage interaction! Ask questions, use engaging captions, create engaging content, and most importantly you need to engage back. Respond to DMs, comments, go strike up a conversation on someone else’s page (go read Amy’s November blog after this if you haven’t already).
• Remember, consistency is key. This does not mean you need to post every single day. This just means you need to be active on the platform on a consistent basis—do what works for you, your schedule, but also your audience. It’s important to be monitoring your analytics to help maintain consistency!
PRO TIP: If your followers love photos, give them more photos; if your followers love reels, give them more reels. The algorithm picks up on preferences and serves them what they want. Simple, right? You can find those details in your Professional Dashboard.
Reels: The Growth Engine
On Instagram Reels get up to 22% more engagement than other types of posts (but carousels are coming in hot. Reels are designed to reach a wider audience, and because they are often shown to users who don’t follow your account, they can significantly increase your exposure and engagement beyond your existing followers. So, think of Reels as your chance to make a great first impression.
How to work with it:
• Use trending sounds and effects. Instagram notices when you’re hopping on trends, and it loves to push that content out to a wider audience. Just be sure to make those trends unique to you and your brand.
• Keep it high quality—no blurry, pixelated, or watermark-laden videos! Instagram won’t push out low-quality content as much.
• Avoid anything too political or controversial—this isn’t Twitter. Keep your Reels fun, entertaining, or educational to maximize reach.
Stories: Where Relationships Are Built
Stories are where your existing audience gets to connect with you on a deeper level. This is where the people who actually like you hang out. Instagram prioritizes stories from accounts you interact with most, so the goal here is to keep your followers engaged.
How to work with it:
• Use those interactive stickers! Polls, questions, emoji sliders—they’re your best friends. Engagement in Stories is key to staying at the front of someone’s Story lineup.
• Make it personal! Show behind-the-scenes moments, share stories about your day, or give people a peek into your personality. It’s called Stories for a reason—people want to connect with you.
Explore: The Wild, Wild West
The Explore page is where people go when they want to discover new content, like when you go to Target for toothpaste and leave with $200 worth of stuff you didn’t need. It’s full of posts that Instagram thinks you’ll like based on your past behavior.
How to work with it:
• To break into the Explore tab, focus on creating engaging content that gets liked, shared, and saved quickly. Instagram ranks posts here by how fast they gain traction.
Search: The Secret Sauce
People don’t just search for accounts anymore—they search for everything. Instagram is basically Google’s younger, cooler cousin now. If you want to show up in searches, you need to think like your audience.
How to work with it:
• Use relevant keywords and hashtags in your posts. Think of what your audience might be typing into that little search bar. “Cozy fall decor”? “Easy weeknight dinner ideas”? Whatever your niche is, make sure your content answers those queries.
• Use geotags and location features if they’re relevant. Local businesses, I’m looking at you!
So, How Do You Know If It’s Working?
You’re doing all this, but how do you know if you’re reaching the right audience? Well, keep an eye on your analytics (I know, not the fun part). Instagram gives you insight into who’s seeing your content, who’s interacting with it, and where it’s going. Use that data to keep tweaking your strategy.
But most importantly? Don’t stress out too much about the algorithm. Yes, it’s important, but creating authentic, engaging content that resonates with your audience is still what matters most. As frustrating as it can be, the algorithm is really just trying to help people find the content they love. So give them a reason to love yours!
