How to Master the Instagram Algorithm in 2024

Summary

This video script demystifies Instagram's algorithm, explaining how it ranks content across the feed, stories, reels, Explore page, and hashtag searches. It highlights the importance of user engagement, original content, and consistency in posting. Tips include leveraging Instagram insights, engaging with followers, and avoiding spam. The script also promotes a free HubSpot toolkit to optimize Instagram strategy.

Takeaways

• 🔄 Instagram's algorithm is constantly evolving, which means strategies that worked in the past may not be effective today.
• 📈 The algorithm uses signals from individual users to rank content, prioritizing posts it thinks users will like based on their interests and interactions.
• 🐶 For the feed, the algorithm considers four main factors: interest in the topic, post popularity, poster info, and interaction history.
• 📊 Post popularity is determined by how well it's performing and gaining traction, especially in topics the user is interested in.
• 👤 Poster info involves the poster's history, interactions, and posting frequency, which can influence the likelihood of their content appearing in a user's feed.
• 🤝 Interaction history plays a role in how often a user engages with a person's posts, affecting the visibility of their future posts.
• 📲 For stories, user engagement, viewing history, and the relationship to the poster are key factors in how often stories are shown.
• 🎥 Reels are ranked based on user activity, including shares, likes, saves, comments, and interactions with the creator.
• 📍 Information from the reel itself, such as video length, trending audio, location, and captions, contributes to its ranking in the algorithm.
• 🌐 The Explore page algorithm emphasizes general popularity and relevance, with a focus on posts with high engagement in a short period.
• 🏷 Hashtags play a crucial role in discoverability, but it's important to use trending and relevant hashtags to optimize post visibility.
• 🎨 Creating original, high-quality content that appeals to the audience is essential for algorithmic success.
• 📅 Maintaining a consistent posting schedule and building a social calendar can help align content with trending topics and events.
• 🗣️ Encouraging engagement and fostering a community through interactions, questions, and sharing user-generated content is vital.
• 📊 Utilizing Instagram's insights to analyze performance and adjust strategies accordingly can significantly improve content ranking.

Q & A

What are the four main factors that influence the Instagram feed algorithm?

The four main factors are interest in the topic, the popularity of the post, poster information, and interaction history.

How does user engagement affect the ranking of Instagram stories?

User engagement, such as reacting to stories with emojis or sending direct messages, can increase the frequency with which those stories are shown to the user.

What is the primary way Instagram ranks Reels as of 2024?

The primary way Instagram ranks Reels is based on user activity, including shares, likes, saves, and comments.

What additional factor is heavily emphasized in the Explore page algorithm compared to other areas?

The Explore page algorithm places increased emphasis on the general popularity of posts, particularly those with a lot of engagement in a short period.

How can users optimize their content for algorithmic success on Instagram?

Users can optimize their content by creating original, high-quality posts, maintaining a consistent posting cadence, encouraging engagement, and utilizing Instagram's insights to refine their strategy.

Why is it important to use relevant hashtags on Instagram?

Relevant hashtags help posts get discovered by users searching for those hashtags and increase the chances of the content being seen by a broader audience.

How does the algorithm determine a user's relationship with a poster?

The algorithm considers the user's history of interactions with the poster, such as mutual engagement with accounts and the frequency of interactions, to determine the potential relationship.

What should brands avoid doing when trying to engage with other users on Instagram?

Brands should avoid spamming links to their products and instead engage with relevant brands and users in an organic, natural, and appropriate way.

Why is it beneficial to share user-generated content on Instagram?

Sharing user-generated content can help build a sense of community, show appreciation for followers, and increase engagement by making followers feel valued.

What are some key insights that can be gained from Instagram's analytics tools?

Key insights include the performance of stories versus Reels, peak activity times for followers, and the effectiveness of different hashtags. These insights help refine content strategies for better engagement and visibility.

Outlines

00:00

🔍 Demystifying Instagram's Algorithm

This paragraph explains the complex and evolving nature of Instagram's algorithm, which determines the visibility and success of content. It emphasizes that while strategies from the past may no longer be effective, understanding the current algorithm is not as daunting as it seems. The platform uses signals from individual users to rank content, focusing on the user's interests, post popularity, poster information, and interaction history. The explanation covers different aspects of the algorithm for the feed, stories, reels, the Explore page, and hashtag usage, highlighting the importance of user engagement and relevance in content ranking.

05:01

📈 Optimizing Content for Algorithmic Success

The second paragraph delves into strategies for leveraging Instagram's algorithm to one's advantage. It stresses the importance of creating original, high-quality content that resonates with the audience, using high-resolution images and videos, compelling captions, and relevant hashtags. Consistency in posting frequency is also crucial, with a recommendation of three to five times a week for feed posts and more frequent stories. The paragraph advises against excessive posting and encourages strategic planning with a social calendar. Engagement is key, with the suggestion to respond to comments and interact organically with other users and brands to build a community. Utilizing Instagram insights to analyze performance and adjust strategies accordingly is also highlighted, with the mention of HubSpot's free toolkit for businesses to enhance their Instagram strategy.

Keywords

💡Algorithm

The term 'algorithm' refers to a set of rules or processes used by a system to perform specific tasks. In the context of the video, it specifically denotes Instagram's content ranking system, which decides the visibility and success of posts based on various factors. The video aims to demystify this algorithm, explaining how it works with signals from individual users to present content they are likely to enjoy.

💡User Engagement

User engagement pertains to the interactions users have with content, such as liking, commenting, and sharing. The video emphasizes that engagement is a critical factor in the Instagram algorithm, as it helps the platform understand user preferences and prioritize content accordingly. For example, if a user frequently reacts to stories with emojis, the algorithm will show them more stories from those accounts.

💡Content

Content in this video refers to the posts, images, videos, and stories shared on Instagram. The script stresses the importance of creating original and high-quality content that resonates with the audience. It is the core around which the algorithm's success is built, and the video provides tips on how to optimize content for better algorithmic performance.

💡Feed

The 'feed' is the main page of Instagram where posts from the accounts a user follows appear. The video explains that the feed algorithm is influenced by factors such as interest in the topic, post popularity, poster info, and interaction history. These elements determine which posts are shown to the user and in what order.

💡Stories

Instagram 'Stories' are a feature that allows users to share photos and videos that disappear after 24 hours. The video discusses how the algorithm for stories prioritizes content based on user engagement, viewing history, and the relationship to the poster. It highlights that stories from close friends often appear at the top due to frequent interactions.

💡Reels

Reels are short, 15 to 60-second multi-clip videos on Instagram focused on entertainment and creativity. The video explains that the algorithm for reels is heavily influenced by user activity, such as shares, likes, and comments, as well as the interactions a user has had with the creator of the reel.

💡Explore Page

The 'Explore Page' on Instagram is a discovery tool that surfaces content from accounts a user doesn't follow but may find interesting. The video notes that the algorithm for this page emphasizes general popularity and relevance, serving content that has gained significant engagement in a short time.

💡Hashtags

Hashtags are metadata tags used on social media to categorize content and make it discoverable. The video mentions that using relevant and trending hashtags can help posts get discovered on Instagram, playing a key role in the algorithm's ability to surface content to users interested in those topics.

💡Consistency

Consistency in posting refers to maintaining a regular schedule for sharing content on Instagram. The video suggests that a consistent posting cadence is crucial for building a social calendar and keeping the audience engaged. It advises posting three to five times a week in the feed and more frequently on stories.

💡Insights

Insights on Instagram are analytics tools that provide data on user engagement, post performance, and audience demographics. The video stresses the importance of using Instagram's insights to understand what strategies are working and to make informed decisions about content creation and posting schedules.

💡Community

Building a 'community' involves fostering a sense of belonging and interaction among followers. The video encourages engaging with followers and other users in an organic way, such as sharing user-generated content and encouraging reactions on stories, to create a community around the brand's content.

Highlights

The Instagram algorithm is constantly evolving, making past strategies potentially less effective.

Instagram's algorithm uses signals from individual users to rank content presentation.

The feed algorithm is influenced by interest in the topic, post popularity, poster info, and interaction history.

For stories, user engagement, viewing history, and the relationship to the poster are key factors in the algorithm.

Reels are ranked based on user activity, interactions, information from the reel, and potential relationship with the poster.

The Explore page algorithm emphasizes general popularity and user activity, interaction history, and poster information.

Hashtags play a crucial role in discoverability, requiring relevance and traction for effective use.

Creating original content that appeals to the audience is essential for algorithmic success.

High-resolution images, compelling captions, and relevant hashtags are important for content optimization.

A consistent posting cadence of three to five times a week is recommended for the feed.

Encouraging engagement and fostering a community is vital for building relationships with followers.

Sharing user-generated content and engaging with followers can strengthen brand relationships.

Utilizing Instagram insights to analyze success and adjust strategies is crucial.

HubSpot offers a free toolkit for businesses to optimize their Instagram strategy.

Consistent strategic posting, not excessive or infrequent posting, is key for algorithmic favor.

Engagement with other relevant brands and users in an organic way is encouraged to build community.

Avoid spamming links and ensure all interactions feel natural and appropriate.

Transcripts

- The algorithm, the all-powerful Instagram formula

that determines which content is successful and which isn't.

It's constantly evolving,

so the strategies used even a couple of years ago

may not hold as much water today.

But here's the thing, it doesn't have to be scary.

Let's demystify the algorithm.

According to Instagram itself,

the platform uses a series of signals

from an individual user

to rank how content is presented.

Basically, it services posts

that it thinks the user will like,

but the way it determines that

changes depending on the tool.

So let's go one by one. Let's start with the feed.

The feed algorithm comes down to four things,

the first of which is simple interest in the topic.

If you tend to like accounts with cute dogs,

Instagram is going to favor showing you more cute dogs.

Number two is the popularity of the post itself.

If a post is doing big numbers

and gaining a lot of traction,

the more likely it is to be bubbled up

further into the algorithm,

especially if it's in a topic you're interested in.

Number three is poster info.

Instagram takes into account

the history of the poster themselves,

who they interact with, and how frequently they post,

to determine if their account might be of interest to you.

If the poster and the user

have mutual accounts they engage with,

it's more likely the user will be served that content.

And finally, number four is interaction history.

If a user has a history of engaging with the person,

the more likely they are

to see their posts show up in the feed.

For stories, the same general theory applies,

but in slightly different ways.

Number one here is user engagement,

or how much a particular user reacts

to an account's stories with reaction emojis

or direct messages.

That can increase

how often their stories are put in front of them.

Number two is viewing history,

or how often a user views a particular account's stories,

suggesting they have content

the user is interested in prioritizing.

And number three is interesting,

the relationship to the poster.

The algorithm actually tries to determine

a user's relationship with the poster

and whether or not they might be friends or family.

Pretty wild.

This is why you'll often see

the same few close personal friends

at the top of your stories feed,

because users are likely interacting

with those ones the most.

And then there is reels.

As of 2024, the number one way Instagram ranks reels

for the algorithm is based on user activity.

That means things the user has shared, liked, saved,

commented on, and so forth.

This gives them a handle

on what the user is most engaged with.

So if you're exclusively looking at cooking reels,

you're gonna get fed, pun intended, more of them.

Number two is interactions.

If there's a reel from a creator

a user has engaged with previously,

the more likely the algorithm

will place new content from that creator in front of them.

Number three is information from the reel itself,

which ties into the user behavior.

Things like video length, use of trending audio,

location or captions all contribute to its rankings

as it pertains to the interest it might hold

for a particular viewer.

And just like in stories, number four is the determination

of your potential relationship with the poster

based on your history of interactions.

Next, there's the Explore page.

This algorithm is essentially a more generalized approach

to what we've already seen,

including user activity, interaction history,

and poster information

to serve content that might be relevant to the user.

But the biggest difference here

is the increased emphasis on general popularity.

If a post has had a lot of engagement,

particularly within a short period of time,

that metric is weighed more heavily

in the Explore algorithm than any place else.

Last but not least is.

Like other areas of the algorithm,

this is where things like popularity

and relevance play a key role,

but with the addition of hashtags, keywords,

or phrases that might help the post get discovered

by someone searching those same hashtags.

This is probably the most familiar element

of the mysterious algorithm for most,

and it's still just as important as ever,

but it's critical to make sure the hashtags you're using

actually have traction

and are relevant to the actual content of your post.

Okay, so now you've got a fundamental understanding

of the nebulous algorithm,

but how are mere mortals like us

supposed to use the system to our advantage?

The good news is it's not as difficult as it might seem.

It just takes careful planning and a lot of work,

but it is possible to optimize your content

for algorithmic success.

Hooray.

First and foremost, you must create original content

that appeals to your audience.

Content is king, as they say,

and the cream rises to the top.

Make sure you're using high-res images and videos,

offering compelling captions

with clean copy and relevant hashtags,

and really honing in on what makes you unique.

For example, some brands will post the same images

over and over again with different captions,

which is basically useless

and only serves to bury them in the algorithm.

You wanna be sure you're creating

engaging, scroll-stopping posts.

Just as important is number two,

a consistent posting cadence.

Ideally, you're posting

three to five times a week in your feed

and a little bit more on stories,

but consider using stories

to repost some of your feed content.

And rolling all of that out in a timely manner

that makes sense for your brand.

It's essential to build out a robust social calendar.

It'll help you keep track of what you're posting and when,

and will be helpful for tying your content

into any potential trending topics or events.

So again, this is planned strategic posting cadence,

not posting excessively all day

or posting once every six months.

Number three, always, always encourage engagement

in everything you do.

I don't just mean responding to comments either.

Of course, you should respond to comments

while they're still fresh,

but also engaging with other relevant brands and users

in an organic way to foster community.

You absolutely should not be spamming links

to your products.

Nobody wants to engage with an account like that.

Everything you do should feel natural and appropriate.

Read the room.

Relationship building will always transcend

any algorithm changes,

so it's key that you establish a relationship

with your followers and customers in a way that is genuine.

One great way to do that

is to share user-generated content to your feed and stories

if you feel like it's applicable

and appropriate to your brand.

Post questions and encourage reactions on your stories.

Share responses.

Make it feel like you're building

a real community around your content,

that you're listening to those who are engaging with you.

Finally, and I cannot stress this enough,

take advantage of Instagram's insights.

Really take the time to dig in on the reports

at least once a month, and see what you can learn.

This will help you see

where you're finding the most success,

and hopefully encourage you

to double down on those strategies,

or pull back on efforts

that aren't really yielding positive results.

Are your stories outperforming your reels?

Are your followers generally more active

in the early morning and not late at night?

What hashtags are your top performers?

All of this compelling data is available to you

and will help you build out a niche

for your Instagram presence

that will ultimately help your rankings

within the algorithm.

And look, I know this can seem super hard, because it is,

it's a lot of work.

But the good news is,

HubSpot has you covered with our free, completely free,

HubSpot for Businesses Toolkit.

This will give you everything you need

to get your Instagram strategy looking fit

and feisty, my friend.

Check it out in the description below. It's completely free.

We're just giving this away because we care about you.

What kind of tips and tricks have you used

to grow your Instagram?

We'd love to hear about it in the comments below.

And be sure to subscribe and check out our other videos

so you never miss anything going on

on the HubSpot YouTube channel.

Now if you'll excuse me, my friend,

I got some Gramming to do.

Until then, I'll see you next time.

If you like this video, check out this one

where we run through the latest Instagram features.