EVERYTHING YOU NEED TO KNOW ABOUT THE INSTAGRAM ALGORITHM 2022
Okay – this is going to be a long chat – better grab yourself a cup of coffee before we get into it!
Ready? Okay, here we go.
LET’S START WITH WHAT THE ALGORITHM ACTUALLY IS:
Have you ever noticed that when you like someone’s posts, you tend to see more of them on your Feed? That is the point of the Instagram algorithm(s) – to provide each user with their own personal feed, based on how they interact with the platform.
BUT (insert dramatic dum, dum dum sound!) there isn’t just ONE almighty algorithm! Actually – there are multiple algorithms, classifiers, and processes for the different content streams within Instagram, i.e. Feed posts, Explore and Reels, to ensure maximum personalisation for each user.
For example, the way you experience Reels, and the content / creators you interact with in Reels, may be different from that in static in-Feed posts, so the role of these different algorithms / mechanics, are to personalize each of your ‘streams’ on the ‘Gram, to the kind of content and / or content creators you interact with the most, or are most like to engage with.
The algorithm orders the user’s feed according to content they are most likely to engage with. This is based on the user’s past behaviour, taking into account things like:
- 1) the type of post (is it a video, a static image, a carousel etc)
- 2) the user’s interaction history with your content and,
- 3) the amount of time they spend on content.
NOW THAT I KNOW WHAT IT IS, HOW CAN I BEAT IT TO MAKE SURE MORE PEOPLE SEE MY CONTENT?
Can you “beat” the algorithm? The short answer is NO.
But there are ways to optimize your content, page and feed to ensure you are gaining to the max!
The truth is: if you want to grow your following and improve your engagement, you have to post good, valuable content that people want to interact with.
If this were a math equation it may look something like this:
Good Content + Value + Consistency + Frequency + Community Building = Instagram Success
SO LET’S CHAT ABOUT THINGS TO KEEP IN MIND, IF GROWTH IS YOUR FOCUS ON THE ‘GRAM!
GOOD CONTENT
We know that engagement is key to the Instagram algorithm. One of the pieces of data the algorithms are looking for is how quickly people are engaging with content, as well as the overall engagement rate versus people who just looked at the post or scrolled past, according to Kicksta.
So, your best bet is to create content you know your followers will engage with – this includes views, likes, comments, and shares. When creating content, the team at Later suggests that you ask yourself these questions:
- Is this post likely to be liked or commented on?
- Is this a post someone would save and come back to?
- Does this post include a CTA (for example, “Click the link in my bio”) that will prompt someone to tap on your profile?
PROVIDE REAL VALUE
Are you giving your followers a solid reason to engage with your content? So, will posting images of your home cooked dinner with a formulaic caption underneath get you very far? Unless you are a chef-turned-influencer, probably not…
Sixads.net recommends that you look at your content the way your audience would:
- Am I gaining something from this post?
- Will it prompt me to take action or do something differently?
Be clear on your niche. Be clear on the types of content you want to share, and how that will add value to your followers.
A great way to share more detailed, valuable information, is in carousel posts, which can greatly contribute to your engagement rate. Not only can they help drive saves and shares, users tend to spend more time on these posts as they have to scroll through the different carousel tiles. Algorithm win! Using Saveable Graphics , such as quotes and infographs are also a great way to drive engagement – and the algorithm ranks content that is frequently saved.
Remember: if you want to drive engagement with your community, bringing your personality to Instagram is a great place to start.
CONSISTENCY
Posting consistently is important, not only for building, but also for maintaining your audience. Consistency gives your followers something to look forward to. Find out when your audience is most likely to engage with your content: The best time to post will vary and may depends on your industry, audience, and time zone, according to Kicksta.
To find the best times for posting, go to Instagram Insights and click on the “Audience” tab. This will provide you with a wealth of information, including the times when your followers tend to go online. We also find that using a tool such as LATER helps greatly with finding the best times to post.
FREQUENCY
Frequency does *not* mean posting multiple times of day, or even daily. Every brand / business / influencer will have their own rate of content that organically develops over time, when posting for optimal engagement from your audience.
When you post on a regular basis, you’re showing the Instagram algorithm that your account is consistent and relevant. They’ll be able to see how often you post, along with your engagement rate, and that’ll help you land on people’s feeds, Stories, Explore tabs, and Reels. Create a schedule that you’ll be able to stick to and have at it!
COMMUNITY BUILDING
Responding to comments is generally a good idea, even outside of appeasing the Instagram algorithm. When you respond to comments, you’re adding more comments to your post, which increases the engagement rate on it immediately.
BUT, responding to comments is also about building a community, so engagement is key not just with your OWN audience and their comments – it is also important for you to comment on the posts of *other* users!
This may seem like a no-brainer, but leaving considerate, to-the-point comments on posts from potential customers, influencers, and businesses can give you some extra visibility.
SO, NOW THAT THE MATHS EQUATION FOR OPTIMIZING THE ALGORITHM = 1;
LET’S LOOK AT SOME GROWTH HACKS YOU CANNOT IGNORE IF GROWING ON THE ‘GRAM IS YOUR JAM FOR 2022:
REELS, REELS, REELS
We all know it! Short format video is such a focus, that META has just recently announced that Reels will now be rolled out to Facebook as well! According to Later, Reels get twice as much real-estate in the Instagram Explore page – making them a major tactic for discovery and growth.
When it comes to Reels, trends are not the only place it’s at though – be sure to focus on the messaging of your reels, including the caption and on-screen text. Is it relevant to your audience and your niche, and is it – you guess it – adding value?
One of the deadly sins when it comes to Reels: videos that are low-resolution, too blurry, or are visibly recycled from other apps. These types of Reels will be deprioritised — meaning they’ll be less likely to appear on the Explore Page and Instagram Reels tab.
USE INSTAGRAM STORIES ENGAGEMENT FEATURES
They’re quick to make and easy to use, making them a great way to encourage audience engagement — and the more engagement your posts get, the higher they’ll be boosted by the Instagram algorithm.
We find that the best stickers for driving engagement are the poll, emoji slider and questions stickers, but new ones are constantly being added!
CAPTIONS AND CTA’S
Comments are super important when it comes to ranking well in the Instagram feed. So organize your posts so that they encourage comments and discussion.
The obvious way to do this is with captions – especially the first line, which is what users see automatically below your video / image or Reel. If it has a great hook, call to action or is intriguing, your followers will click “READ MORE” and are more likely to engage.
A strong CTA which is easy for your community to engage with, could be as simple as asking them to share their thoughts, double-tap if they agree, tag a friend in the comments, or click the link in your bio.
USE RELEVANT HASHTAGS
Hashtags are, first and foremost, a reach tactic – but greater reach typically equals higher engagement levels. Without a doubt, hashtags should be part of your strategy.
In a recent Later study, results showed that posts with 30 Instagram hashtags received the highest engagement rates, on average.
Make sure your hashtags are tapping into niche communities that resonate with your content.
We use Later’s Hashtag Suggestions feature to find hashtags that are relevant to a variety of topics!
So, there you have it folks!
We hope that you’ve found this useful and that your coffee hasn’t gone cold. Get posting, and let us know how it’s going! We’re always here to help.