Instagram is one of the most widely used social media platforms in the present generation. In business and especially in influencing, it is crucial to understand how Instagram works and how to get through its algorithms to reach more people. This ultimate guide to Instagram provides all the information to explain how to boost Instagram followers, from the fundamentals of the way Instagram functions to complex algorithmic optimization techniques.
A Brief History of Instagram
Launched in October 2010, Instagram began as a mobile photo-sharing app exclusive to iOS. It rapidly gained popularity, reaching 1 million users in just two months. Key milestones include:
- April 2012: Instagram launches on Android
- September 2012: Hit 100 million users
- April 2012: Acquired by Facebook for $1 billion
- August 2016: Launches Instagram Stories
- June 2018: Hits 1 billion monthly users
- July 27, 2021: Instagram has officially announced Instagram Reels, which can be up to 60 seconds long (to further compete with TikTok).
- December 2021: Instagram has over 2 billion active monthly users.
Today, Instagram is used by 71% of US businesses, and over 83% of users discover new products on the platform.
Understanding how to succeed on Instagram is vital for any modern brand.
How Instagram’s Algorithms Work
Instagram wants to show users the most interesting and relevant content for them. To achieve this, complex proprietary algorithms curate what appears in:
- The Instagram feed
- Instagram Explore page
- Instagram Reels
- Instagram Stories
- Hashtags
- Instagram ads
The main factors that influence what you see are:
User signals – who you follow, like, comment on, save, etc. This tells Instagram what you’re interested in.
Post signals – number of likes, comments, saves and more on a post. This indicates engaging, high-quality content.
Account signals – how often you post, use hashtags, and interact with others. Reliable signals that you generate appealing content.
Instagram is constantly tweaking its systems to improve relevance. So, staying on top of changes is crucial.
Key Instagram Feed Algorithm Factors
Your Instagram feed shows the latest posts from accounts you follow. But the reality is not all posts appear. Instagram picks and ranks what it predicts you want to see. Key algorithmic factors include:
Relationship with Accounts
Posts from accounts you frequently interact with are more likely to appear higher in your feed. So, directly engaging with other accounts by commenting and liking posts establishes stronger relationships. Try to regularly interact with your top fans and supporters to boost visibility.
Post Age
More recent posts typically appear higher than older posts in your feed. Posting consistently helps increase visibility. Stick to a regular posting schedule to keep your content fresh. Analyze when your followers are most active to determine optimal times to post.
Post History
It is considered that the new posts are of better quality if your previous posts usually receive much attention. That is, they tend to rank higher in the follower’s timeline. Having a constant stream of content that is relevant to your feed ensures that the feed remains visible to the audience. Keep track of the kind of posts that you have been posting most and the kind of posts that have been well received in the market.
Content Type
Instagram values posts that create inspiring and meaningful experiences. Photos and videos that educate, entertain or offer value tend to be favored. Explore creative visual storytelling techniques through images, reels and stories to better connect with your audience.
Likes and Comments
Posts with lots of likes and comments signal engaging, high-quality content to Instagram, which increases their likelihood of appearing in more feeds. Run occasional contests and giveaways requiring likes, comments or shares to spur organic engagement. However, ensure giveaways align with your brand identity or purpose.
Saved Posts
When users save posts to collections, it indicates relevant and useful content. So, having lots of savings will improve the distribution of follower feeds. Make it easy for users to save your content for later by clearly conveying value upfront through compelling captions and visuals.
Hashtags
Strategic use of relevant hashtags expands visibility to broader Instagram communities interested in your niche. Identify hashtags your ideal audience uses and incorporate a mix of popular and niche tags.
As you can see, creating content tailored to your audience that garners strong engagement is key to Instagram feed success. Keep optimizing based on performance indicators specific to your community.
Instagram Explore Page Algorithm
Instagram’s Explore page recommends posts, accounts to follow and other content it believes you’ll enjoy based on previous activity. The main algorithmic ranking factors include:
Who you follow and interact with, as well as the content you view, like and save, trains the algorithm on your preferences. All this personalizes Explore content.
Popular posts from accounts you don’t follow are likely to appear. Metrics like views, likes, comments and saves determine popularity.
More recent trending posts rank better as they reflect the latest interests of the Instagram community.
Relevant captions that align with user interests increase the chances of getting recommended on Explore.
Posts with hashtags that are popular yet aligned to your taste are prioritized by Explore algorithms.
So, creating viral posts optimized with relevant hashtags that your audience loves can increase their visibility on Instagram’s Explore page.
Instagram Stories Algorithm Factors
Instagram Stories allows users to post disappearing photos and videos that are visible for just 24 hours. Over 500 million Instagrammers use Stories daily. To determine which Stories to show users first, Instagram’s algorithms consider:
Stories from accounts you regularly view and interact with get priority. Directly engaging with accounts by reacting and commenting on Stories trains the algorithm.
The latest Stories are usually displayed first. Posting frequently is advantageous to improve visibility.
Close friends who react to your Stories often see more of your content. Two-way interaction is key.
If viewers commonly watch your entire Stories, Instagram deems them high-quality. Greater completion rates increase rankings.
Direct messages, reactions and comments to your Stories signal relevance. More responses equal better algorithmic Story delivery.
In summary, consistently publishing engaging Stories that align with followers’ interests drives more views and reach.
Succeeding with Hashtags on Instagram
Hashtags help Instagram determine relevant content for both feeds and Explore. Strategic use of hashtags is vital to being discovered. Best practices include:
Identify Relevant Hashtags
Find hashtags aligned to your niche with high volume. For example, #socialmedia for social media marketers. Tools like Display Purposes and RiteTag help research options.
Mix Niche & Popular Tags
Blend widely used hashtags like #instagood with niche tags like #socialmediamarketing. Achieving this balance spreads content more widely.
Limit Use Per Post
Experts recommend 3-5 hashtags per post. Too many appear spammy, which downgrades visibility.
Create Brand Hashtags
Invent branded hashtags aligned to campaigns. Encourage users to use them to amplify marketing initiatives virally.
Use Location Tags
Enable and tag locations to help Instagram recognize relevance for both local and non-local audiences.
Keep testing combinations of trending, branded and niche hashtags to determine what resonates best with your followers and the Instagram community.
Beating the Instagram Shadowban
Instagram shadowbans accounts it suspects of violating policies or terms of service. This makes posts and profiles invisible, so they don’t benefit from algorithmic distribution. Typically, only current followers see shadowbanned content. Signs you may be shadowbanned:
- Sudden loss of likes, comments and engagement
- A significant drop in profile visits and reach
- Loss of followers
- Hashtags have no effect
To get back in Instagram’s good graces:
- Avoid spam activities like mass following, liking and commenting
- Don’t post prohibited content detailed in Instagram’s guidelines
- Scale back posting frequency if very excessive
- Check account for policy violations
Appealing to shadowbans directly on Instagram can also expedite recovering your account’s standing.
Optimizing Your Instagram Profile
Your Instagram profile acts as the home page for your brand. Optimizing it to maximize visibility is key. Best practices include:
Compelling Bio
Bios are limited to 150 characters. Use them to clearly describe what you do to Instagram’s algorithms. Update them regularly to promote new offerings tailored to current follower needs.
Consistent Branding
Ensure your profile photo, name, and bio align with your brand identity across other channels, like Facebook. Double-check that branding elements haven’t changed on other platforms.
Link in Bio
Add a link to your website or landing page to drive traffic and associate your domain with your brand. Send traffic to pages optimized for conversions like email signup forms or product pages.
Contact Button
Add contact details to make it easy for interested followers to get in touch. Feature addresses, phone numbers, email and even Messenger links.
Current Highlight Covers
Change highlight covers regularly to reflect new content themes and campaigns. Create highlights tailored to audience interests like “Marketing Tips” or “New Products”.
Location Tags
Enable location services on posts and profiles to help Instagram recognize relevance for both local and non-local audiences. This is great for brick-and-mortar targeting foot traffic.
Fine-tuning these profile elements enhances discoverability, allowing Instagram to better match your brand with relevant audiences. Keep experimenting to determine what resonates best with your community.
Master Instagram Ads Advanced Options
Instagram Ads offer powerful options to amplify reach and engagement. But avoid blasting everyone with your ads. By leveraging advanced targeting you can precision target customers more likely to be interested. Useful options include:
- Detailed Targeting. Target ads by users’ interests, behaviors, demographics and more. Like people who are interested in “social media marketing”.
- Location Targeting. Target ads to users in specific cities, states or countries. Useful for location-based businesses.
- Device Targeting. Choose to focus ads on mobile, desktop or tablet users browsing Instagram.
- Brand Safety Controls. Prevent ads from being displayed next to content that is inconsistent with your brand, such as profanity or sensitive content.
- Audience Exclusions. Exclude specific groups you believe won’t engage from seeing ads. Like existing customers.
- Lookalike Audiences. Create new audiences that share common qualities with those likely to be valuable customers.
Leveraging these advanced options allows your ad budget to reach more qualified audiences interested in your products, services or cause.
Final Thoughts
Mastering Instagram involves understanding what engages your unique audience and then delivering creativity tailored to them. But optimizing content only goes so far. True Instagram growth requires tapping into the power of its revolutionary algorithms.
We covered a lot of ground explaining how Instagram’s algorithms work and the key factors that influence their distribution decisions. While the specifics of the algorithms are proprietary secrets, instilling these best practices based on publicly known information can significantly expand an account’s visibility and reach.
At its core, though, Instagram is about bringing people together through shared experiences. So, create content that entertains, inspires or educates without getting overly distracted chasing algorithms. Focus on your community, stay true to your brand’s purpose and let Instagram’s tech do the rest to spread your story far and wide.