The Instagram algorithm—if it feels like a riddle, you’re partly right. For creators and those representing a brand, it often feels like a moving target. So, how do you please the all-powerful Instagram algorithm so your intended audience sees your content?
While Instagram’s algorithm is constantly changing and no one outside of the “Gram” may know exactly how it works, there are insights and best practices to inform your Instagram marketing strategy.
Keep reading to learn more about how the Instagram algorithm works in 2026. This article reviews some of the most recent updates, features, and factors that influence your Instagram reach and success.
What is the Instagram algorithm?
The Instagram algorithm represents the multiple algorithms, processes, and classifiers used to instruct the platform on when and how to display a piece of content to any individual user. Each algorithm is custom coded to rank content for the various parts of the app, such as the feed, Reels, Stories, and the Explore page. Over the years, Instagram has continuously upgraded its content ranking system—it’s now driven by several advanced AI systems.
These AI systems learn and adapt by analyzing user interaction signals to decide which posts, Stories, or Reels to show each user, and when. They predict what will keep a user engaged on the platform longer and display content accordingly.
From search engine optimization (SEO) to social media, algorithms determine who actually sees the content you publish and who doesn’t. As these algorithms change, yesterday’s marketing tactics become less effective. That’s why your strategy on each platform must constantly evolve too.
On Instagram in particular, regular posting with the right hashtags won’t guarantee your content reaches your target audience. Instead, you’ll need to learn how to work with Instagram’s AI-driven ranking systems to shake up your approach to marketing and selling on Instagram.
How does the Instagram algorithm work in 2026?
The Instagram algorithm uses a combination of AI systems that dictate the order in which posts are displayed for users across content formats like feed posts, Stories, Reels, and Explore.
Based on specific signals, the AI prioritizes the best posts, pushing the most relevant ones toward the top and giving them the most visibility. Meanwhile, content that’s less relevant to a given user ends up being placed further down.
For example, if you frequently engage with skin care tutorials, Instagram’s AI systems may show you similar content from creators you don’t yet follow. If you consistently interact with a specific brand’s posts, you’re more likely to see their future content in your Feed.
Here are the main Instagram algorithm factors that affect content ranking:
- User relationships. If a user has interacted with a lot of your past Instagram content, it’s more likely the AI systems will show them your future content.
- User interest. Similar to “lookalike” ads, this factor gauges whether users interact with posts and accounts similar to yours while exploring Instagram.
- Post relevancy. When you publish a post on Instagram, the algorithm gives it a relevancy score, influenced by trending topics, timeliness, etc., which impacts who it shows in the feed.
So continual, repeat engagement on your posts is important for influencing the Instagram algorithm in 2026. It’s also great for building a loyal community.
Users who engage with similar content or accounts are more likely to be shown your posts, so take a moment and study what’s appealing about your competitors’ content. It’s not about being a copycat; it’s more like finding inspiration in their success.
Finally, leave room in your content calendar for agility. In social media, trends often come from unlikely sources, and it’s a win if you can publish relevant content consistent with your brand before the moment passes. That’s harder to do if you’ve overscheduled or overplanned.
Other notable considerations include:
- If a user follows a lot of accounts, you’ve got more competition for the top spot in their feed
- If a user explores Instagram occasionally or for short periods, the odds of seeing your content are low if you aren’t in one of their very top slots
- In terms of organic reach, the algorithm tends to negatively impact personal accounts more than business or creator accounts
- If content doesn’t comply with Instagram’s community guidelines, Instagram will remove it or suspend repeat offenders’ accounts altogether
- If a post gets flagged as misinformation by many users, Instagram demotes the post in feed and Stories; repeat offenders’ content also becomes much harder to find
With that, here’s how AI ranking systems work for different content formats on Instagram.
Algorithm for Instagram feed
Most of what you see on your feed are recent posts from people or brands you follow. The Instagram Feed AI system uses multiple machine learning models to select, rank, and deliver the posts you see.
First, it collects all available posts from the accounts you follow and then uses different signals to shortlist 500 posts from the pool. Then the AI system assigns a relevance score to each post and the posts with the highest score are displayed at the top of your feed.
The order of the displayed content depends on signals such as, how likely you are to do things such as:
- Reshare a post
- Scroll to the next post
- Click on the profile of a post’s author
- Skip over the first post in Feed
- Spend more than 10 seconds on the first post
Instagram takes all this data and then makes educated guesses as to the types of content presented on each user’s feed.
Although Instagram Feed algorithm will always personalize your main feed using the signals explained above, you can also choose from a couple of additional feed customizations:
- Following. Chronologically displays and prioritizes posts from accounts you’ve followed in chronological order in your feed.
- Favorites. Chronologically displays and prioritizes posts from accounts you interact with the most.
Algorithm for Instagram Explore
Instagram’s Explore page algorithm is designed to help users discover new things. It uses the same signals as the feed and Stories, but uses them to curate and rank engaging content for individual users. The user actions that the Explore algorithm pays the most attention to are likes, saves, and shares.
For example, if an Instagram user is a huge fan of Avengers movies, Instagram may find other popular Marvel content to send to that user’s Explore page, or maybe even superhero content from other franchises, like DC or Image.
To get featured in a user’s Explore page, use strategic hashtags and jump on recent trends. Take advantage of hot topics or news stories to get your posts ranked higher on users’ Explore pages.
Algorithm for Instagram Reels
Like Explore, users usually see Reels from accounts they don’t follow. Instagram uses the same signals as it does for Explore, but focuses on what’s likely to entertain that user. One of Instagram’s key predictive analytics is predicting whether a user will watch a piece of video content all the way through.
Some other signals that impact which Reels you see include how likely you are to:
- Use the audio from a Reel that you’re viewing
- Reshare a Reel
- Comment on a Reel
- Follow the author of a Reel
- Watch less than three seconds of a Reel
To increase visibility for your Reels, share them to your feed first and include hashtags and a location tag. Also, try to interact with Reels that will appeal to your target audience. Reels are designed for users to discover you, so you’ll want to jump on a strategy for monetizing your Reel content as soon as possible.
Take a look at some of the different ways you can work with the Instagram algorithm (versus against it) to reach more of your customers.
Algorithm for Instagram Stories
Instagram Stories uses a dedicated AI system made up of multiple machine-learning models that gather, filter, and rank story content from accounts you follow. Instead of showing stories in purely chronological order, the AI system predicts which stories you’ll find most valuable and places them in your Stories section.
The ranking of Stories depends on signals such as how likely you are to:
- Click on a Story that appears at the top of your homepage
- Reply to a Story after viewing it
- Send a like
- Be friends or family with the author
- Swipe to next story
You can improve the visibility of your Stories by using features like polls, sliders, or Q&As. They encourage your users to engage with your Stories and reply to them. These engagement signals push your Stories to the front of your followers’ feeds.
Top Instagram algorithm ranking factors
While specific ranking factors may change over time, there’s still a common theme:
Instagram wants to keep users on its platform, and it will reward accounts that successfully do that.
So what does that mean? It means keeping the focus on your audience and maintaining a consistent mission to serve them first, then the algorithm second.
Instagram also likes accounts that:
- Use the latest Instagram tools and features: Don’t be afraid to be an early adopter
- Post quality content that isn’t spammy or clickbait
- Include a variety of content types in your Instagram strategy, e.g., posts, Reels, galleries, photos, Stories, and more
- Don’t forget to engage; to create a community, you need to be part of it, not just broadcast to it
Engagement hierarchy: Shares > Saves > Comments
Instagram’s AI systems now prioritize more authentic forms of engagement when ranking content. Here are the most valuable user interactions in terms of ranking priority:
- Shares. They signal strong content value and amplify reach within the network.
- Saves. They indicate content is relevant and useful to users.
- Comments. The longer replies or question-driven interactions can boost posts’ visibility.
While likes are important, they don’t carry as much algorithmic weight as shares and saves.
“Well, we actually do value both (sends and saves) in ranking, but we focus more on sends primarily because our whole hope is to inspire creativity that brings people together,” says Adam Mosseri, head of Instagram, in an ask me anything (AMA) session.
“If you see a comedy bit that makes you laugh out loud and then you send it to a friend who you know is going to laugh just as hard as you did, that’s a different type of connection. And we’re very focused on bringing people together. But saves matter too, so don’t ignore those either.”
Encourage your audience to share content with others or save it for later. Both are signs your content provides value or entertainment, and that people are liking it.
Technical specifications that matter
In addition to what you post, how you format your content also impacts its reach. Here are key guidelines:
- Feed posts: 1080 by 1350 pixels (4:5 aspect ratio).
- Reels: 1080 by 1920 pixels (9:16 aspect ratio); 15-90 seconds long.
- Carousel images: Up to 10 slides with consistent aspect ratio.
- Captions: Ideally less than 125 characters, maximum of 2,200 characters.
- Hashtags: Use three to five relevant tags, avoid banned or generic ones.
Follow these formatting guidelines to avoid glitches like blurry previews or cropped content. Instagram is more likely to recommend content that follows its recommended practices.
“Our team keeps a strict visual hierarchy in both formats. Reels are always shot in 9:16 at 1080 by 1920 with tight framing around desks or movement to highlight adjustability. Feed posts are set at 4:5, optimized at 1080 by 1350 to fit mobile screens without cropping detail,” says John Beaver, founder of Desky. “Every asset is tagged and stored in a central content library, allowing the design team to keep ratios and composition templates uniform in all updates.”
Understanding shadow banning and content restrictions
Instagram’s AI systems proactively restrict content that violates community guidelines. Such content often leads to penalties like shadow banning, which means your posts may stop appearing in search, Explore, or feeds. This typically happens when users flag your content as inappropriate, misleading, or spammy.
These are some common reasons that trigger content restrictions and shadow bans:
- Using banned or outdated hashtags
- Reposting low-quality or recycled content
- Excessive use of automation tools
- Sharing content that violates Instagram’s Community and Recommendation Guidelines (e.g., misinformation, nudity, violence)
To check whether you’re penalized, track your reach metrics, especially impressions from non-followers. If you see a sudden drop in reach for multiple recent posts, your profile might be restricted. Alternatively, you can use a separate account to see whether your posts appear under active hashtags.
If you’ve been hit with restrictions, delete posts that don’t comply with Instagram’s guidelines, avoid using aggressive engagement tactics, and start posting original, value-driven content. This helps you recover from penalties.
11 tips for working with the Instagram algorithm in 2026
Keep the following tips in mind to work with the Instagram algorithm when marketing your business.
1. Focus on relationships, not just reach
Audience loyalty and continual engagement from your followers is now more important than ever, especially because it can earn you one of the top spots in their feeds.
Some ways to create these relationships with your content include:
Post user-generated content on your Stories
Often referred to as UGC, user-generated content is content about your brand your followers have created and posted. Typically, posting UGC inspires the creation and sharing of more UGC. That’s because UGC creators might tag you in their Stories, which further expands your digital footprint on Instagram.
Here’s a great example of posting authentic, unfiltered user-generated content by a swimwear brand Beefcake Swimwear. It regularly shares stories of actual customers enjoying their products.
“We repost whenever a customer tags us, especially if it shows our signs in an inspiring context. We also repost UGC around product launches, holidays, or trending themes,” says Nicole Rossi, social media marketer at Custom Neon. “This simple process has paid off in two ways: it reinforces social proof and excites new customers to tag us for their own chance to be featured, creating a constant cycle of fresh content.”
Prioritize Reels content
The Instagram algorithm tends to more broadly share content created using the platform’s newer features, and Reels is one of them. Instagram Reels are short, entertaining videos your business can post on Instagram.
All video feed posts are automatically uploaded as Reels. Record clips with audio, effects, and different creative tools to amuse or educate viewers and grow your Instagram following. Reels appear on your feed and sometimes on the Explore page to reach more people.
2. Comment on posts from relevant users and brands
Leave comments on content from potential customers, relevant influencers, and other businesses in your industry. Taking an interest in users and engaging in this way can help you build relationships beyond your own feed.
If you’re able to post first on larger accounts that have a big following, it can help get your comment more visibility and attract more Instagram followers for your profile. Think about accounts that your target audience is likely to follow, follow them, and join the conversation.
When commenting on other accounts, be genuine and add value. Don’t just look for opportunities to make a sales pitch or leave generic or spammy responses. For example, if someone tells you to check out the link in their bio about their new product, actually click the link in their Instagram bio, check out their product, and leave a thoughtful comment. Show your brand’s personality and engage in a meaningful way.
For example, Gymshark can be found in the comments on posts by UFC heavyweight champion of the world Francis Ngannou, among other athlete influencers. Those are places where the brand gets a fair amount of exposure and the chance to build relationships with its target audience.
You can even opt to get notified of new posts for specific accounts so you can comment early. Thanks to the Instagram algorithm’s focus on recent content, commenting early increases the likelihood your comment will be seen by more people.
To do this, you first need to be following the account. Then, from that user profile, click on the three dots located in the top right-hand corner of the app and tap “Turn on post notifications” to start receiving push notifications whenever that user publishes a new post.
In addition to connecting with similar-minded creators, try following certain hashtags with relevancy to your brand and engaging with posts that use those tags. This is another great way to optimize for higher engagement rates.
3. Respond to comments while they’re fresh
Have you noticed a lot of other business profiles responding to as many comments as possible on Instagram?
This creates social proof for your content, increasing your comment count while also encouraging further replies. But it also boosts your chances of earning more engagement while your post’s potential reach is at its peak.
Responding to a comment can also encourage follow-up comments from the original poster, even if it’s just a thank you for answering a question. In some cases, though, this can jump-start a conversation, giving you significant engagement that will help the reach of this post and future posts, too.
4. Optimize content for Instagram SEO
Instagram users often search for inspiration or solutions using specific keywords. You can appear for relevant searches by optimizing your Instagram profile.
Here’s how you can optimize your profile to increase your reach:
- Use relevant keywords in your captions and alt text. Instagram’s search AI indexes keywords from captions, so use terms your audience might search for (e.g., “minimalist home decor” or “vegan skin care routine”) in your captions and alt texts.
- Optimize your bio and username. Make sure your Instagram handle and display name reflect what you offer. For instance, if you’re an apparel brand, you could use “Sustainable Clothing Store | NYC” in your bio to boost visibility in local fashion-related searches
- Use three to five relevant hashtags. Instead of cramming in 30 tags, use three to five relevant, niche-specific hashtags; a health-conscious brand might choose #livingfit.
These tactics support more impressions and views that can lead to profile visits, engagement, and, potentially, new followers.
5. Repost old content to Stories
Some people struggle to figure out what to post on Instagram to get traction. Or, they want specific content to be seen as much as possible. In either case, repurposing past posts via Stories is a good way to go.
As your following grows, it’s better to repurpose content by sharing through Stories than deleting a post and republishing with a new date. Repurposing brings your best content back to the top, showing it to people who may have missed it originally. That helps boost the total number of engagements on a post.
Repurposing content can be a huge time-saver. Just remember to do it sparingly, switch things up, and prune your feed to remove repeat content. When users scroll through your gallery you don’t want them to see the same photo repeatedly.
6. Use carousel posts to increase dwell time and saves
Carousel posts are great for increasing dwell time (how long users stay on a specific post) and saves. Both are high-value signals for Instagram’s AI systems for content ranking.
Here’s how it works:
Because users have to swipe through multiple slides to consume the content, it increases the total time they spend on your post.
For example, if you run an online cosmetics store, create a carousel post showing a step-by-step tutorial of your makeup products. Or post a carousel with customer reviews, similar to what Kylie Cosmetics did for its King Kylie collection in this post:
Users often save tutorial carousels because they contain valuable, actionable information they’ll use later.
Follow these quick tips to make your carousel posts more effective:
- Use the first slide as a powerful hook headline. The first slide acts as your billboard—write a benefit-driven, attention-grabbing headline that immediately tells your audience the value they’ll get by swiping, such as, “Avoid These 5 Skincare Mistakes.”
- Add a CTA to save your post. Explicitly urge viewers to save the post for future use, e.g, “Did you find this useful? Save it for later!”
- Use visual momentum. Design slides to encourage the user to swipe to the next one, e.g., an arrow pointing to the right or a consistent background.
Also read: How To Use an Instagram Carousel to Share Multiple Photos
7. Encourage engagement on your Stories
It’s wise to prioritize Instagram Stories in your strategy. Stories get a lot of attention because they aren’t subjected to the same algorithm as posts in your feed. They’re also a great way to speak to your followers and build loyalty, resulting in more engagement on your Instagram feed posts and, thus, more reach. Plus, unlike posts, Stories allow links to direct traffic directly to your website.
There are several ways to optimize Stories:
Add Stickers with your branded hashtag
When users tap through your branded hashtag sticker, they’re taken to a feed of static posts using that hashtag. This is true whether they’re your own, UGC, or both. To help your content show up in local searches as well, add a location tag.
Share stories from other users
Instagram settings provide notifications when someone mentions you or your brand in their Story and to share their Story on your own. For greater reach and social proof, encourage or incentivize your followers to share one of your posts to their Story.
Inspire engagement with interactive stickers
This includes poll stickers, the emoji slider, and question stickers. The latter lets you ask users questions and then post their replies to additional Stories later. This also creates more content your followers can interact with and share.
Finally, you can share your own Instagram posts to your Stories. Simply tap the direct message button on one of your own posts and you’ll see the option to “Add Post to Story.” From there, you can resize the image and apply text and stickers.
This is a great way to maximize the impact of your social media marketing strategy by ensuring your most important posts (like a new product announcement) have a better chance of reaching your followers.
“We create content that feels instantly relatable or aspirational. For example, showcasing our signs in real customer spaces often sparks the “I want this too” reaction that leads to sharing,” says Nicole. “We also prompt action directly in captions, asking people to tag a friend who’d love the idea, or positioning a Reel as inspiration they can send to their partner or team.”
8. Pay for reach with Instagram ads and influencers
The fastest way to solve limited organic reach on any platform is to pay for it instead. Done correctly, this can give you a burst of momentum that helps you drive better organic results later on. You have two main options here: Instagram advertising and influencer marketing.
Keep in mind Instagram ads cost money. The ad spend can add up quickly if you’re not careful, but it’s a good investment if you’re having trouble gaining traction on the platform.
Be sure to set a lifetime budget, especially if you’re new to Instagram, so you remain in control of your spend.
Read: How to Boost an Instagram Post: Top Tips for Boosting Posts
9. Work with micro-influencers and creators
The next big thing on social media isn’t accounts with millions of followers; it’s micro-influencers and creators. Instagram has updated its algorithm to give more weight to smaller pages’ content, encouraging these creators to continue to post and share. Therefore, it’s a good idea to collaborate with these smaller pages on campaigns to boost visibility for your brand.
For example, if you’re selling handmade jewelry, you could collaborate with five to seven micro-influencers who focus on ethical fashion or minimalist accessories. When these creators post Reels using your products and tag your brand, the content is more likely to surface in Explore and Reels feeds.
“We always encourage influencers to keep engaging with their audience by replying to comments on their videos,” suggests Tadas Čiuberkis, influencer marketing manager at Omnisend. “Social media platforms will prioritize profiles you engage with constantly, especially when the engagement goes both ways.”
If you don’t have the bandwidth to engage personally, it’s wise to bring someone on who can help with community management.
10. Tag a location
The more data you can give Instagram, the better it understands your content. Including location tags helps you show up in more places, encouraging better engagement and ultimately sending signals to Instagram that your content is high quality and worth boosting.
11. Monitor how your efforts translate into results
You can track your progress with these strategies by checking your Instagram Insights for telling metrics. While most people focus on follower count, you’ll learn more about what your Instagram marketing is doing for your business by looking at accounts reached, accounts engaged, and total followers.
The Instagram algorithm may change, but building relationships doesn’t
If you want to get the most out of Instagram, it’s not enough to publish content regularly. Instead, focus on overall relationship building, high-quality content, and engaging with Instagram users on posts (yours and those of others).
The Instagram algorithm will continue to change. But if marketers are willing to change with them, you’ll find surprising new ways to reach your audience.
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Instagram algorithm FAQ
What are the 3 main factors of the Instagram algorithm?
Three things that matter most to the Instagram algorithm are your relationship with the user, the interest the user demonstrates, and relevancy of posts.
What is the algorithm of Instagram?
The Instagram algorithm is a mix of factors that helps Instagram decide what content to show users and what not to show them in their feeds.
How do I optimize my posts for the Instagram algorithm?
- Take quality photos
- Publish consistent Stories and Reels
- Publish video content
- Go live
- Post during peak hours
- Use hashtags
How do I control my Instagram algorithm?
You can’t control the Instagram algorithm, but you can learn about how it works and find ways to use it to your advantage. This post has lots of information about how the Instagram algorithm works and how you can make it work in your favor.
What is the 5-3-1 rule on Instagram?
The 5-3-1 rule means: like 5 posts, comment on 3, and follow 1 account in your niche daily. This signals to Instagram’s AI systems that you’re actively engaging in your community, which can increase the reach of your own content over time.
What increases the Instagram algorithm?
To improve your ranking in Instagram’s AI systems:
- Encourage shares and saves (most valued engagement signals)
- Post consistently using different formats (Reels, Stories, feed posts)
- Use relevant keywords in captions and alt text
- Respond to comments and DMs while the post is fresh
- Use new features like trial Reels, collab posts, and interactive stickers
