Mastering the Instagram algorithm: Strategies to boost your reach

The only constant of the Instagram algorithm? Change. The algorithm has undergone several iterations since its introduction to the feed in 2016. If your goal is to expand your reach, you need to understand the latest iteration of the Instagram algorithm inside and out, without losing sight of the number one priority: your audience.

Numerous complex factors influence how the algorithm distributes content and how users consume it. It’s tempting to want to “beat” the Instagram algorithm, but it’s much more useful to think about working with it, rather than against it. By understanding how it works, you will have the information you need to drive engagement on your Instagram accounts.

How does the Instagram algorithm work?

There is no single Instagram algorithm. What we think of as “the algorithm” is actually a collection of algorithms, classifications, and processes. Each of Instagram’s surfaces (Feed, Stories, Reels, Explore, and Suggested Accounts) has a separate AI-driven process for classifying and distributing content.

Each algorithm analyzes thousands of data points, called ranking signals, based on a user’s browsing pattern and interaction history. There are many different ranking signals used for each piece of content, including:

• Information about the post
• Information about you (the user who creates the post)
• Your audience’s activity
• Your audience’s history of interacting with you

However, a more useful way to look at it is to consider how Instagram gathers and displays content to others.

Here’s how Meta explains the process for what shows up in a user’s main feed:

“The Instagram Feed AI system automatically orders the posts in your feed by predicting what you will find most valuable and relevant. These predictions are based on a variety of factors, including what and whom you’ve followed, liked, or engaged with recently.”

It works in 4 steps:

1. Gathers available posts from accounts the user follows, removing anything that violates Community Guidelines.
2. Leverages signals, such as type of content, who created the post, quality of the content, etc.
3. Makes predictions based on a user’s previous activity to determine what they will want to see.
4. Ranks posts by a score, showing the “top-scoring” posts in the feed first, while ensuring a mix of content as the user scrolls.

Meta uses a similar process for Stories and for the Reels tab, and another process for the Explore page.

What each of them has in common is prioritizing original, engaging content that users are most likely to want to see in their feeds, based on past behaviors and actions.

Adam Mosseri, head of Instagram, has shared that there are two types of ranking on the platform:

• Connected reach (accounts that follow you)
• Unconnected reach (accounts that don’t yet follow you)

Mosseri explains: “For both, the top three signals that matter most for ranking are watch time, likes, and sends. So when looking at your insights, pay close attention to average watch time, likes per reach, and sends per reach.

One nuance: likes are slightly more important for connected content, and sends are slightly more important for unconnected content.”

Essentially, Instagram aims to gauge how effectively you’re serving your existing audience and attracting new followers. This makes it all the more important to have audience-first strategy where you create content that’s tailored for the people you want to reach.

How has the Instagram algorithm changed?

Unlike previous iterations that relied heavily on hashtags and basic engagement metrics, the 2025 algorithm (which is actually a combination of many – more on that in the next section) employs advanced machine learning to examine visual elements, text within images, and video content with unprecedented depth.

The March 2025 update placed a greater priority on relationships. That means content from accounts with which users have meaningful interactions receives priority placement in the feed. These interactions include:

• Direct message conversations
• Comment exchanges
• Story replies
• Cross-platform engagement across Meta’s ecosystem

Cultivating deeper connections with your core audience is now far more important than pursuing vanity metrics.

Technical enhancements and feature integration

Recent technical updates include customized Notes with enhanced visual options, locked posts functionality, voice message transcription in DMs, and support for 3:4 aspect ratio photos.

Instagram recommends using its native editing tools for creating content. While it doesn’t explicitly state that the algorithm prefers this, it tracks with the platform’s emphasis on original content, rather than reposts of content created for other platforms.

How can you beat the Instagram algorithm?

Just as there is not one single algorithm to master, there’s no longer one single “trick” that will bend the Instagram feed to your will. The algorithms are smart, and so are users.

Rather than focusing on how to beat the system, you can increase your visibility and engagement by owning the space in the Venn diagram where your audience’s desires and the algorithm’s priorities overlap. Focus your content creation efforts there, and watch your results multiply.

That being said, some broad guidelines apply. Let’s dive into them.

Create net new content

Original content is king. You can utilize features like trending audio, but you’ll still need to add your own creative spin to make it stand out on the algorithm and with your audience.

Instagram has even tested and begun rolling out “original” labels or badges for posts it identifies as unique to the platform, to help users recognize and discover original creators.

Start a conversation

Focus on content that encourages conversation and sharing. What makes your audience respond thoughtfully in the comments? What makes them share the content with friends? Start by analyzing your analytics and utilizing social listening tools to gain a deeper understanding of what your audience craves from social media.

You can also repurpose UGC by resharing it and tagging the original creator, or adding additional context.

Delta often collaborates with influencers, showcases brand partnerships, and shares content from its community, such as the Reel below, which a user originally posted of her pilot dad on his last flight. It has over 600,000 views and more than 38,000 comments.

The airline also regularly shares dazzling videos of destinations worldwide from customers, influencers, and crew members to inspire future travelers. UGC that shows authentic, stunning travel content is a fantastic way to motivate people to start planning a trip. Weaving diverse community content into its branded posts, Delta consistently shares fresh and authentic content across its Instagram profile.

How do hashtags work with the Instagram algorithm?

Before the Instagram algorithm became the sophisticated, AI-driven system it is today, hashtags were one of the primary ways that Instagram filtered content. If users wanted to search for skincare tips, #skincare was a good bet.

Today, there are more complex systems at work, but hashtags, used strategically, can still make an impact.

Rather than overstuff captions with keywords and dozens of hashtags, choose a single keyword and 3-5 hashtags that relate specifically to the content. This strategy will help surface your content to people searching from other platforms, such as Google or ChatGPT, while keeping it engaging for your current followers.

In addition to limiting hashtags, also consider:

• Using a mix of broad, niche, and community hashtags
• Researching and rotating hashtags often
• Engaging with hashtag communities so your brand is part of them, not just targeting them
• Avoiding banned or irrelevant hashtags by searching for them before you post
• Using social media analytics tools to track the performance of different hashtags

You can also use hashtags to find and engage with other users, which will help increase engagement across your account and signal to the algorithm that users interact with your content.

And other engagement tactics, such as responding quickly to direct messages, commenting when your brand is tagged, and showcasing fans of your brand will go a long way in improving your reach on the algorithm.

What content formats work best for the Instagram algorithm?

Reels remain one of the top-performing content types on Instagram. In 2024, Reels accounted for 38% of brand content, with an average engagement rate of 2.2%, surpassing TikTok’s 1.7%.

The more engagement your content gets, the better placement future content will get with the algorithm. Utilize Reels to ask questions, share polls, invite collaboration, and share UGC. Because Reels show up in multiple places (Feed, Stories, Reels tab, and Explore page), they’re an effective way to test ideas and see what resonates with your audience.

Static posts and carousels are still important, however. The algorithms for the Feed and Explore surfaces, for example, aim to show users a mix of content types, making it essential to maintain a diverse mix, even with a Reels focus. You can also test messaging and trends across various content formats to determine what works best.

Crunch Fitness has found social success by experimenting with different formats on Instagram, both from their corporate account and individual franchise accounts, too. While their strategy leans heavily on Reels, they still make space for single-image and carousel posts in the feed, and also rely on UCG and featuring their customers at the franchise level.

How to stay ahead of the Instagram algorithm

Here are actionable steps to stay ahead of the algorithm:

Audit your content mix weekly. Review your analytics to identify which content types (Reels, carousels, static posts) generate the highest engagement for your specific audience. Adjust your content calendar to favor top performers while maintaining variety.

Implement the relationship-first principle. Dedicate 20-30 minutes daily to meaningful community engagement – respond to DMs within hours, reply thoughtfully to comments, and engage with your followers’ content. These interactions directly signal the algorithm to prioritize your content in their feeds.

Create a testing framework. For each of your content pillars, develop A/B tests for captions, posting times, and visual elements to optimize their effectiveness. Track performance metrics that matter most according to Adam Mosseri, the Head of Instagram: watch time, likes per reach, and sends per reach.

Develop a native content workflow. Use Instagram’s built-in creation tools whenever possible, as that helps signal that the content is original to the platform. Set aside time to experiment with new features as they launch.

Stay algorithm-informed. Follow @creators and Instagram’s official channels for algorithm updates.

Key takeaway: Work with the Instagram algorithm, not against it

Success on Instagram isn’t about outsmarting the algorithm – it’s about aligning your social media strategy with what both the platform and your audience value.

Develop a content mix that prioritizes originality while leveraging Instagram’s native tools. Create Reels that invite genuine engagement through questions and collaboration opportunities, but don’t abandon static posts and carousels, since the algorithm rewards diversity. Content that generates DM conversations, thoughtful comments, and shares will naturally receive preferential treatment.

Most importantly, build authentic relationships with your audience. Respond quickly to comments and DMs, showcase user-generated content, and create opportunities for two-way communication. As Instagram’s algorithm evolves, the brands that prioritize genuine connection over quick tricks will outperform those chasing shortcuts. Remember: work with the algorithm by putting your audience first, and the visibility will follow.