Insights
How does the Instagram algorithm work for organic posts?
The Instagram algorithm for organic posts isn’t a single equation. It’s a collection of algorithms designed to respond to how users engage with different features.
The algorithms have one goal, to make users stay on the app longer, by delivering content they'll find relevant and interesting.
This is achieved by analysing user behavior and prioritising content based on ranking signals. I have listed some of the key ranking factors below.
Key Ranking Factors for Instagram Posts
Originality
Instagram rewards original content and penalises reposted or recycled content, even from other platforms.
Meaningful Engagement Signals
The algorithm looks at how quickly people interact with a post. Key signals include likes, comments, shares, saves, watch time, profile clicks. Especially saves and shares are strong indicators of quality content.
Relationship and Interaction History
Posts from accounts users frequently engage with (likes, comments, DMs, saves, story replies, profile visits) are prioritised. A stronger personal connection also means a higher chance of content showing up.
User Interest and Relevance
Instagram’s algorithm predicts how relevant a post is based on the user's past activity. The posts a user liked, commented on, shared, or saved influence the content they are shown next.
Posts closely matching current interests or trending topics also get prioritised.
Videos watched to the end also rank higher due to entertainment value and sustained engagement.
Timeliness (Recency)
Instagram prioritises showing users newer posts over older ones, so content that was posted more recently is more likely to appear higher in the feed or on stories.
Content Type & Format Preference
The algorithm tailors the feed to match individual content preferences. Users who watch more Reels will see more Reels, while users who engage more with Carousel posts will see more Carousels.
Session and Usage Patterns
This refers to how often and how long a person uses Instagram, as well as how many accounts they typically engage with during a session. Instagram uses this data to decide what to show and how much content from each account.
Negative ranking factors
These are behaviours or signals that make posts less likely to be shown widely.
Negative ranking factors include: posts reported, hidden or muted, low-quality or clickbait content, duplicate or reposted content without originality and content that violates community guidelines.
Conclusion
Succeeding on Instagram requires a well-rounded content strategy.
Producing high-quality, engaging posts which are tailored for the target audience is the key.
Ultimately, the most effective approach is to build authentic relationships and a genuine community, working with the algorithm rather than against it.