Instagram is always tweaking their algorithms. But 2023 brings some major updates that will change how you use Instagram for your brand.
In this post, we’ll break down all the key Instagram algorithm changes and what they mean for marketers and creators.
The first big revelation is that there isn’t one master Instagram algorithm.
Instead, Instagram uses a variety of algorithms tailored to each part of the app.
There are unique algorithms for:
And more.
Each algorithm is optimized for the goals and content types of that specific section.
Tailor your Instagram strategy based on where you want to show up. Don’t take a one-size-fits-all approach. Optimize your content differently for Feed vs Reels vs Stories.
People use Instagram Stories to keep up with their closest connections.
So the Stories algorithm ranks based on your relationships and interactions, not just content quality.
The top ranking signals are:
Stories from your best friends will likely rank higher than an entertaining story from a stranger.
My college roommate who rarely posts ranks at the top of my Stories feed because we chat daily on Instagram. Meanwhile, viral comedy accounts I don’t follow are buried way down.
Build close connections with followers by engaging with their content consistently over time. This will make your Stories stand out in their feeds.
The Instagram Feed aims to show you the best posts from your network since your last visit.
Its top ranking factors are:
Basically, it favors posts from accounts you engage with regularly, especially if you interacted recently.
Let’s say I consistently like and comment on posts from a fitness influencer I follow. If they share a new post, it will likely appear higher in my feed than a post from an old colleague I rarely interact with.
Build engagement habit loops with followers. Like and comment on their posts routinely so your content shows up higher in their feeds.
The Reels algorithm is all about predicting what you’ll find entertaining or interesting. Not who you know.
Its ranking signals are:
It uses your past viewing behavior to recommend relevant trending and popular reels.
If I watch reels about interior design, I’ll start seeing more design reels – even from accounts I don’t follow. Reels I ignored from my best friend won’t rank as high.
Analyze trends and create reels about topics proven to get engagement from your target audience. Don’t rely on followers alone.
Instagram’s Explore page recommends posts based on:
It tends to favor timely, trending content. But also relates it back to your tastes.
Around Halloween, my Explore page featured lots of pumpkin carving ideas, spooky makeup tutorials, and costume reels. All trending seasonal content tailored to my interests.
Chase trends strategically by putting your unique spin on what is currently popular and engaging.
There’s a lot of fear about getting “shadowbanned” on Instagram. But according to Adam Mosseri, this isn’t really a thing.
In a video, Adam addressed shadowbanning rumors, clarifying:
However, leaked docs show bans happen without users knowing why. Critics argue Instagram suppresses some political content.
It’s murky and unclear. Don’t stress, just focus on great content!
Don’t obsess over potential “shadowbans”. Just ensure you follow Guidelines and keep optimizing content.
To wrap up the algorithm deep dive, here are 5 tips to boost your reach:
1. Diversify content across Instagram surfaces. Tailor content specifically for Reels, Stories, Feed, etc.
2. Analyze your analytics. Look for long-term trends of what content resonates.
3. Collaborate with relevant creators. Cross-promote for a wider audience.
4. Check Account Status often. Stay on top of any issues or violations.
5. Focus on original, high-quality content. Avoid repurposing others’ content excessively.
To summarize:
Knowing how the Instagram algorithm works in 2023 will help you maximize your reach and results.
Now that you know how the Instagram algorithm works, here are some tips to level up your content.
Have a consistent visual style across Instagram:
This helps you become instantly recognizable.
Pro Tip: Create branded Instagram Highlights covers to reinforce your visual identity.
Don’t try to be everything to everyone. Identify a specific niche and own it.
For example:
Position yourself as an expert in your niche. Target interests, not demographics.
Use Instagram trends to create timely, relevant content:
But give engaging trends longevity with evergreen content as well.
Post consistently, but not constantly:
Too much content overwhelms and dilutes your feed. Prioritize quality.
Engage with your followers and niche:
Human interaction builds loyalty and community.
Instagram Stories let you give followers a peek into your world. Here are tips to tell better stories.
Give people a reason to tune in again:
Stories build anticipation for your best content.
Leverage Instagram Stories features:
Getting followers to engage makes your Stories more memorable.
Go Live or do an “Ask Me Anything” session:
Live video offers unfiltered authenticity.
Share stories multiple times per day:
Frequent storytelling keeps you top of mind.
Check Story insights to improve:
Let data guide you to better Stories.
Instagram Reels have immense potential for going viral. Use these best practices to maximize your views:
Grab attention right away:
Each Reel must impress in seconds.
Use popular sounds and songs:
Familiar sounds help get seen by more people.
Re-invent what is already working:
Putting a new spin on trends can kickstart ideas.
Produce Reels efficiently:
Batch production saves time.
Team up for cross-promotion:
Collabs expand your reach overnight.
Your profile is key real estate for conveying your brand. Optimize your profile with these tips:
Your pic is prime branding:
It appears on comments, DMs, and more.
Keep evolving your bio as your brand grows:
Your bio tells viewers what you’re all about NOW.
Organize Stories into themed Highlights:
Highlights display your best content all in one place.
Pin your top 3 posts for quick access:
Pinned posts put your best foot forward.
Your profile is your 24/7 sales pitch on Instagram. Keep it updated and optimized.
Growing an engaged following takes time. But you can shortcut your way to an audience using these growth hacks.
Get a shoutout from a top nano or micro influencer in your niche.
The Benefits:
Just ensure their audience aligns with yours first.
Recurring giveaways incentivize followers to regularly:
Keep momentum going with back-to-back giveaways.
Leverage shoutout marketplaces like ShoutCart to get:
Zero in on your perfect audience.
Follow niche accounts and engaged followers. Then filter out irrelevant followers.
Do this manually or use tools like Followers+. But don’t overdo it.
Find brands complementary to yours. Then:
Align with brands that speak to your audience.
Growth hacking combines tools, automation and strategy to accelerate Instagram growth. Use these wisely.
Here are the core recommendations for upping your Instagram game in 2023:
Tailor Content to Each Section
Obsess Over Quality & Consistency
Monitor Trends & Capitalize Quickly
Collaborate Frequently With Similar Creators
Relentlessly Delight Your Audience
Focus on these fundamentals, and you will build an engaged audience that keeps growing in 2023!
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