Are you looking for ways to generate more engagement with your Instagram posts? Want to learn how the Instagram algorithm works to understand the full process?

Borjan Marketing shares its guide to the Instagram algorithm in this infographic.

Here’s the first part of the process:

• Your post is scanned to check it doesn’t break the Instagram standards:
  • Low quality picture
  • Watermarked
  • Clickbait
  • Spam/scam
• Your post won’t be pushed (if it breaks the standards).
• Your post is shown to 20% of your followers.

Check out the infographic for more information.

Instagram is one of the most influential social media platforms, but understanding how its algorithm works can be a mystery for many users. Whether you’re a content creator, business owner, or influencer, cracking the code of the Instagram algorithm is essential for reaching your audience and growing your presence.

In this blog post, we’ll break down how the Instagram algorithm works, what factors influence it, and how you can use this knowledge to maximize your reach and engagement.

What Is the Instagram Algorithm?

The Instagram algorithm is a set of rules that determine what content appears in users’ feeds, on the Explore page, and in search results. Unlike the early days of Instagram, when posts appeared in chronological order, today’s algorithm curates content based on user behavior, engagement patterns, and content quality.

Instagram aims to show users content that is most relevant to them, keeping them engaged on the platform for longer. The algorithm analyzes user interactions—likes, comments, shares, and more—to predict which posts they will find interesting.

To grow on Instagram, you need to understand how this system works and tailor your content accordingly.

How Instagram Evaluates Your Post

Step 1: Instagram Scans Your Post

When you publish a post, Instagram first scans it to ensure it follows its content standards. If your post includes any of the following, it may be flagged and restricted from reaching a larger audience:

• Low-quality images: Blurry, pixelated, or poorly edited photos can negatively impact your reach.
• Watermarked content: If you’re using content from another platform (such as TikTok or Twitter) with a visible watermark, Instagram may limit its visibility.
• Clickbait captions: Misleading headlines designed to trick users into engaging with your content are often penalized.
• Spam or scam content: Instagram actively discourages content that appears to be spammy, misleading, or part of a scam.

If your post is flagged for any of these reasons, Instagram will not push it to a wider audience. This means fewer people will see your content, making it harder for your post to gain traction.

Step 2: Your Post Is Shown to 20% of Your Followers

Once your post passes the initial scan, Instagram will test it with a small portion of your audience—typically 20% of your followers. This is a crucial phase because the initial engagement determines how far your post will reach.

At this stage, Instagram tracks how people interact with your post. If it performs well, the algorithm will gradually push it to more users. However, if it receives poor engagement, its reach will be limited.

The Key Factors: Good Signals vs. Bad Signals

Instagram evaluates posts based on two types of engagement signals: good signals (which boost your reach) and bad signals (which limit your reach).

Good Signals: How to Get More Reach

If your post receives positive engagement, Instagram considers it valuable content and will push it to more users. The following actions indicate that users are interested in your post:

• They stay on your post for a while – The longer users spend looking at your post, the better. This signals to Instagram that your content is engaging and worth promoting.
• They click “See More” – If users tap “See More” on your caption, it means they’re interested in your content, which is a positive signal.
• They save your post and come back to it – Saved posts indicate that users find your content valuable. Posts with high save rates are more likely to be shown on the Explore page.
• They visit your profile – If users check out your profile after seeing a post, Instagram assumes your content is engaging and will prioritize your future posts.
• They like and share your post – Likes and shares remain essential. When users share your post via direct messages or their Stories, it extends your reach.

Bad Signals: What Hurts Your Post’s Performance

If users react negatively to your post, Instagram will limit its reach. Here are some actions that act as bad signals:

• Users scroll past your post quickly – If people don’t stop to look at your post, Instagram assumes it’s not engaging.
• They report your post – If multiple users report your post, Instagram may flag it as inappropriate or spammy, reducing its reach.
• They mark it as “Not Interested” – If users indicate they don’t want to see your content, Instagram will stop showing it to others.
• They don’t interact with your post – A lack of engagement tells Instagram that your content isn’t compelling, so it won’t be pushed to a wider audience.

If your post receives more bad signals than good ones, Instagram will stop pushing it to more people.

How to Get More Good Signals and Avoid Bad Signals

Now that you know how Instagram evaluates posts, here are some actionable tips to ensure your content gets good signals and avoids bad signals.

Post High-Quality Content

Instagram prioritizes visually appealing content. Invest time in creating clear, high-resolution images and videos that stand out. Use natural lighting, interesting compositions, and high-quality editing tools to enhance your visuals.

Write Engaging Captions

Your captions should encourage interaction. Ask questions, share relatable stories, or include calls to action (CTAs) like:

• “Tag a friend who needs to see this!”
• “Double-tap if you agree!”
• “Drop a 🔥 emoji if you’re excited!”

Post When Your Audience Is Active

Timing plays a significant role in engagement. Use Instagram Insights to find out when your audience is most active and schedule posts accordingly. Posting when your followers are online increases the chances of immediate engagement.

Use Hashtags Strategically

Hashtags help users discover your content. Use a mix of popular hashtags and niche-specific hashtags to maximize visibility. Avoid overly generic hashtags like #love or #instagood, as they are too saturated.

Encourage Saves and Shares

Since Instagram prioritizes saves and shares, create content that people want to bookmark or send to friends. Examples include:

• Infographics with valuable information
• How-to guides and tutorials
• Inspirational quotes that resonate with your audience

Engage With Your Audience

Replying to comments and DMs signals to Instagram that you’re an active user. The more interactions your post receives, the more likely Instagram will push it to a wider audience.

Use Instagram Stories and Reels

Instagram favors Stories and Reels because they keep users engaged. Posting interactive Stories (such as polls, Q&As, or quizzes) encourages engagement, while Reels have a higher chance of going viral.

Avoid Spammy or Clickbait Tactics

Instagram penalizes posts that use misleading captions, excessive hashtags, or repetitive content. Keep your content genuine and valuable to maintain trust with your audience.

What Happens If Your Post Gets More Good Signals?

If your post performs well with the initial 20% of followers, Instagram will show it to more of your followers.

If engagement remains high, your post will be pushed to non-followers through the Explore page and home feed recommendations.

This is how posts go viral on Instagram!

Final Thoughts: Mastering the Instagram Algorithm

The Instagram algorithm is designed to promote engaging, high-quality, and relevant content. Understanding how it works can help you:

• Increase your reach and visibility
• Gain more followers organically
• Build a loyal and engaged audience

By focusing on creating valuable content, encouraging engagement, and avoiding spammy tactics, you can work with the algorithm to grow your Instagram presence effectively.

Now that you know the secrets behind the Instagram algorithm, it’s time to apply these strategies and watch your account thrive!