So… What Is the Instagram Algorithm?
If you’ve ever posted something on Instagram and thought, “Why did no one see this?”—you’re not alone. The algorithm is basically Instagram’s way of sorting through content to figure out what to show people, and in what order. It’s paying attention to how we all behave—what we like, watch, save, comment on—and uses that info to serve up more of what it thinks we’ll enjoy.
For brands, that means the more your audience interacts with your content, the more likely it is to show up in their feed.
How It Actually Works
Instagram doesn’t just have one algorithm. It has a few different ones depending on where your content appears.
In the Feed and Stories, Instagram pushes content from accounts you already engage with—like the ones you’ve liked, commented on, replied to, or messaged. If your brand is trying to stay visible here, it’s all about consistency and building real engagement over time.
The Explore page is designed to help users discover new content. If someone’s been liking a lot of skincare Reels, they’re going to see even more of it. So if your content is clear, visually strong, and taps into what your audience is already into, you’ve got a better shot at showing up there.
And then there’s Reels—Instagram’s favorite content format for discovery. Reels are pushed to people who don’t follow you yet, so it’s your best chance to get in front of new eyes. Reels that do well tend to have high watch time, are saved or shared often, and get to the point quickly.
What Hurts (and Helps) Your Reach
Here’s the real talk: blurry images, vague captions, and hashtags that have nothing to do with your content? Not doing you any favors. Same goes for ghosting your audience—when people comment or DM, responding matters.
On the flip side, the algorithm loves when people interact with your posts. Think: saves, shares, profile taps, and conversations in the comments. The more of that you get, the more Instagram sees your content as worth showing.
What You Can Do
If you’re feeling overwhelmed, don’t. The strategy doesn’t need to be complicated. Focus on posting content that feels useful, entertaining, or relatable to your audience. Keep your visuals clean and your message clear. Ask people to engage with your posts—whether that’s “save this,” “send to a friend,” or “drop a comment.”
And yep, showing up regularly (not constantly) makes a difference.
The Bottom Line
The Instagram algorithm isn’t a mystery—it’s just designed to reward content that people actually engage with. Focus on creating posts that connect with your audience, and the algorithm will take care of the rest. If you’re ready to create content that gets seen (without second-guessing every post), we’ve got you. Get in touch!
