Instagram’s Algorithm in 2023

To understand the “How” part, we must first understand the “What.” So what exactly does Instagram’s algorithm do?

With Instagram’s algorithm, people are presented with relevant and enticing content so that they stay on the app longer, increasing Instagram’s chances to serve more ads and making more money for its parent, Meta.

The Instagram algorithm is based on three key signals:

• Who: Whose posts does a user interact with often? The more they like or comment on someone’s content, the more likely they will see their posts.
• What: What type of content do they consume? In other words, if someone is a fan of beauty content, then the algorithm will double down on that type of content.
• When: This determines whether a post is relevant to the user by deciding when the poster posted it. Instagram will select a priority list based on the amount of scrolling a user does on the app.

Instagram’s Feed Post Algorithm in 2023

Over the last five years, Instagram’s algorithm has evolved significantly, pivoting towards an interest-based model.

When ranking a post on someone’s Home feed, it considers the likelihood of five main interactions. They are as follows:

• Time spent: How much time will a user spend on any particular post?
• Likes: What is the possibility that they will like the post?
• Comments: Are they likely to comment on this post?
• Saves: What is the probability that they will save the post?
• Taps on Profile: What is their likelihood of tapping on a profile after viewing a post?

But in what manner does the algorithm determine which content is most likely to be of interest to someone?

According to the Head of Instagram, Adam Mosseri, the process is complex. He says, “We add and remove signals and predictions over time, working on getting better at surfacing what you’re interested in.”

These signals include:

• Post information: Is it a photo or a video? Is it a recent post? What is its like count?
• Poster information: Does a user find them interesting? Do they consider them a friend? What is the engagement rate of their content?
• Activity: Does a user enjoy watching videos? How do they typically engage with content?
• Interaction history: How often does someone like or comment on the poster’s posts?

Factors beyond interest score can also influence a post’s placement on someone’s Home feed. Some of these include:

• Quality of images or videos
• The originality of the post (i.e., whether it has already been shared on Instagram)
• The watermark
• Community Guidelines violations on Instagram
• Content reported

What’s the takeaway?

Instagram’s algorithm monitors every interaction users make on the app to provide them with content they’re likely to engage with. It includes liking posts and interacting with others.

Our recommendation to brands is to post highly engaging content with a healthy mix of photos and videos. And by “highly engaging,” we mean a piece of content that will pass the WAC, or Would Anyone Care, test.

Want professional guidance in boosting your Instagram reach and ROI? Contact our Instagram professionals here.