In 2023, the Instagram algorithm isn't a single, monolithic entity. As Adam Mosseri, the Head of Instagram, has repeatedly stated, there are multiple algorithms, each with a specific purpose for different parts of the app: Feed, Reels, Stories, and the Explore Page.


The core principle behind all of these algorithms is to show you content you're most likely to be interested in, keeping you on the platform for longer. They achieve this by making a series of "educated guesses" based on a few key signals.

The 4 Main Ranking Signals
No matter where you are on the app, the algorithms are looking at four main signals to determine what you see:

Your Activity: What kind of content do you like, comment on, save, or share? The algorithm uses your past behavior to understand your interests.

Information about the Post: The algorithm analyzes the post itself. Is it a photo or a video? How many likes and comments does it have? When was it posted?

Information about the Person who Posted: The algorithm considers the creator of the content. How popular are they? How often do you interact with them?

Your Interaction History: This is a crucial signal. If you frequently interact with a specific account (e.g., you message them or comment on their posts), the algorithm will prioritize their content in your feed.


How the Algorithms Work on Each Surface
1. The Instagram Feed Algorithm
The Feed is primarily for content from accounts you follow, with a mix of suggested posts. It's designed to show you what's most relevant from your friends and the people you care about.

Key Ranking Factors:

Recency: While not strictly chronological anymore, newer posts are still given some priority.

Time Spent: The more time a user is predicted to spend on a post, the higher it will be ranked.

Likelihood of Interaction: The algorithm predicts how likely you are to like, comment on, share, or save a post.

Relationship: You'll see more content from accounts you frequently engage with.

2. The Instagram Reels Algorithm
The Reels feed is all about discovery and entertainment. The algorithm's main goal here is to show you new content from accounts you don't follow, so you'll want to keep scrolling.


Key Ranking Factors:

Your Activity on Reels: The algorithm pays close attention to the Reels you've recently liked, shared, or commented on to understand what you find entertaining.

Watch Time: How long a user watches your Reel, and if they watch it all the way through, is a major signal.

Audio: Using trending audio is a strong signal that a Reel is relevant and popular.

Originality: The algorithm penalizes videos that are clearly recycled from other platforms and have watermarks (e.g., TikTok).

3. The Instagram Stories Algorithm
Stories are all about staying up-to-date with the people closest to you. The algorithm prioritizes content from friends and family.


Key Ranking Factors:

Viewing History: The algorithm knows which accounts' Stories you watch the most.

Interaction History: If you frequently message or react to someone's Stories, theirs will be shown to you first.

Closeness: The algorithm tries to infer your close relationships based on DMs and other interactions, prioritizing those accounts.

4. The Explore Page Algorithm
The Explore Page is the ultimate discovery tool. It's designed to help you find new content and accounts you'll love based on your interests.

Key Ranking Factors:

Content Popularity: A post's virality and how quickly it's getting engagement (likes, comments, shares) is a major signal on the Explore Page.

Your Past Activity in Explore: The more you interact with a certain type of content in Explore, the more you'll see it.

Expert Tips for Creators in 2023
Prioritize Reels: Reels are the most powerful tool for reaching new audiences. Focus on creating short, entertaining, and highly watchable videos.

Focus on Engagement, Not Just Followers: Every interaction (likes, comments, saves, shares) is a signal to the algorithm. Create content that encourages these actions by asking questions in your captions or using interactive stickers in Stories.


Create Original, High-Quality Content: Avoid reusing content from other apps. Your videos should be high-resolution and free of watermarks.

Use Keywords and Hashtags Strategically: The search function on Instagram is becoming more powerful. Use relevant keywords in your bio, captions, and even your profile name to make your content more discoverable.

Be Consistent: Posting consistently tells the algorithm that your account is active and worthy of being shown to more people.

Analyze Your Insights: Use Instagram's native analytics to see what content is performing best, what your audience is responding to, and when they are most active. This data should inform your entire content strategy.