Everyone’s Instagram feed is different — and that’s not just because each account follows its own unique selection of people and brands. Indeed, two accounts that follow exactly the same people will see posts ordered a very different way, and may see different suggested content too.
If you’re wondering why that is, Instagram has attempted to explain how its algorithm works, or rather, “algorithms” as it’s not just one. The platform has multiple algorithms for everything from Reels and Explore to Stories and search.
“We use a variety of algorithms, classifiers, and processes, each with its own purpose,” writes head of Instagram , Adam Mosseri, in a 3,000-word blog post. Mosseri also created a lengthy video explanation on the algorithm as well.
Handily, the basics are pretty straightforward in that it’s largely shaped by your behaviour using the app and website. The order that content is displayed on your main feed, for example, is largely determined by your past activity.
If you tend to visit a person’s profile, or routinely like/comment on their pictures, then Instagram will reasonably assume you’re interested in seeing more of them and will prioritise their posts accordingly.
Stories work similarly, and are ranked in part by how often you view or like an account’s updates. Additionally, Instagram will try to figure out if the account is friends or family and prioritise it if it is.
So what about areas where Instagram isn’t just ordering an existing list of accounts you follow, but actively deciding to show you unfamiliar content? Again, Instagram will judge what you’ve enjoyed in the past (measured via the imperfect metrics of likes, saves, shares, and how much of the video you watch) and surface Reels it thinks you’ll similarly enjoy and share based on the audio, visuals and wider popularity of the clip.
While Instagram’s algorithms attempt to customise on your behalf, the company accepts that it isn’t perfect and does offer some additional tips to tailor your stream more to your liking. For example, adding accounts to your Favourites list will grant them higher priority, or you can set your Feed to only show accounts you follow.
You can also help shape what Instagram’s algorithms surface because it may interpret you watching some content incredulously as a signal to give you more. Simply tapping “not interested” on a post can do wonders.
Given the post and video are as much aimed at content creators as content consumers, the post also addresses the contentious topic of “shadow banning” — where accounts supposedly have their reach artificially reduced for nefarious reasons.
“Contrary to what you might have heard, it’s in our interest as a business to ensure that creators are able to reach their audiences and get discovered so they can continue to grow and thrive on Instagram,” Mosseri writes. More connected users, after all, means more time on the app and more advertising revenue for Instagram.
He also rejects the charge that Instagram will grant greater reach to those who pay for ads.
“It’s a better business to make Instagram more engaging overall by growing reach for those who create the most engaging content, and sell ads to others.”
With that in mind, Mosseri says that users can see for themselves if there is anything that’s inhibiting their reach by visiting the Account Status section of their profile.
This will “help you understand why your account’s content may not be eligible to be recommended, allow you to delete any content affecting your account, and appeal the decision if you think we made a mistake,” he writes.
