Instagram Algorithm: How it Works

Looking for your Instagram success formula? Then it’s time to consider the following questions:

• How does the platform decide who sees what content and when?
• Why do some posts go viral and others don’t?
• What can you do to achieve more reach?

In short, you should look into how the Instagram algorithm works in 2025.

In this article, you will find out why there is not just one Instagram algorithm, how the algorithms for feed, stories, explore and reels work and which factors play a role. We also dispel common misconceptions about the Instagram algorithm and give you practical tips to increase the visibility of your content.

Why “the Instagram algorithm” is not correct

We all like to talk about the “Instagram algorithm” and think of it as a formula that controls all content on the platform. In reality, Instagram relies on several algorithms. These each evaluate different signals and metrics to decide who gets to see which content and when.

For example, the feed algorithm sets different priorities than the algorithm for stories. Instagram also personalizes content for each user individually: what you see in the Explore section will probably look completely different for another person.

It is therefore difficult to define a general formula for success. Instead, it is necessary for social media managers and creators to take a closer look at the various algorithms and ranking processes.

How the Instagram algorithms work

Basically, Instagram is always concerned with displaying content that is particularly relevant to users and keeping them in the app for as long as possible.

Here is an overview of Instagram algorithms and ranking factors.

Feed algorithm

1. Interest & relevance
   Instagram uses your previous behavior to check which topics, accounts or formats you find interesting. Important signals are likes, comments, saved posts, shared content and dwell time. The greater the interest, the higher the placement of similar content in the feed.
2. Relationship
   How intensively do you interact with an account? Do you exchange direct messages? Do you tag each other in posts or comments? The closer the relationship with a profile, the higher up their content will appear in your feed.
3. Timeliness
   Time is also an important factor: newer posts are prioritized in the feed. If you get a lot of interactions immediately after posting, you can quickly rise to the top. Older feed posts, on the other hand, gradually slide further down the list.
4. Recommended content (“Discovery Engine”)
   For some time now, Instagram has been increasingly relying on AI-supported recommendations. Posts from accounts you don’t follow now also appear in the feed if Instagram believes they are relevant to you. This function is designed to show you new, exciting content – and help content creators reach even more people.

Stories algorithm

1. Engagement
   Similar to the feed, the frequency of interactions plays a decisive role in Stories. If you write frequently with an account, share its content or react to its story stickers, that account’s story will appear higher up in your bar.
2. Regularity
   Instagram rewards accounts that continuously provide their followers with stories and ensure regular interactions.
3. Dwell time & bounce rate
   Instagram measures how long you look at a story and whether you continue tapping directly or follow it to the end. Those who manage to keep their followers engaged for longer are signaling: “My content is well received.” This has a positive effect on your ranking.

Explore algorithm

1. Personalization
   In the Explore section, Instagram suggests posts from accounts that you don’t (yet) follow. To do this, the platform analyzes what you have already looked at and interacted with – such as certain topics, hashtags or formats (e.g. reels).
2. Performance
   If a post generates a lot of likes, comments and saves within a short period of time, the likelihood of it appearing in the Explore feed increases. Saves are a particularly strong signal because they indicate particularly relevant content.
3. Relevance of content
   Instagram can now recognize very precisely what a post is about – even without hashtags. For example, AI tools identify the motif in the image or topics in the text. Those who consistently specialize in one topic or niche and deliver high-quality content will benefit from this.

Reels algorithm

1. Watchtime & repetitions
   With reels, the focus is on the question: Do users watch the clip to the end or even several times? Watching a reel multiple times indicates that the content is particularly captivating. High watchtime pushes visibility.
2. Interactions
   Likes, comments, shares and saves also have an impact on reach. More attention is now also being paid to “negative” signals: If reels are reported or quickly skipped, this has a negative effect on visibility.
3. Originality & authenticity
   Instagram promotes original content – especially if it is not simply recycled from other platforms. Reels with watermarks from competitor apps such as TikTok are increasingly being penalized. Those who have creative, fresh ideas and implement them in an appealing way, on the other hand, can hope for a wider reach.

Common myths about the Instagram algorithm

There are many rumors and half-truths circulating about the Instagram algorithm. Some are persistent, even though Instagram has long since refuted them. Here are the most common assumptions that continue to cause confusion:

“Instagram favors videos over posts.”

• Fact: Instagram has made it clear several times that it does not generally favor one format over the other. Although videos often achieve a particularly high number of interactions, good photos can be just as successful as long as they are relevant and of high quality.

View this post on Instagram

A post shared by Adam Mosseri (@mosseri)

• Tip: Choose your format according to content and target group – if your topic is image-heavy and your community likes to comment on or save images, a classic post makes perfect sense.

“Shorter videos are always better.”

• Fact: A short video length alone is no guarantee of success. It is much more important that the clip is captivating and that viewers stick with it until the end or longer. Instagram even recently introduced videos up to 3 minutes long in the USA.

• Tip: Test different lengths and monitor your watch time. Some topics need more time to present them in an informative or entertaining way.

“Hashtags have become irrelevant.”

• Fact: Hashtags have changed, but they are not completely irrelevant. Used correctly, they can help your target group find your content. In addition, Instagram is now using more and more AI-supported recognition of images and topics.
• Tip: Use hashtags selectively and focus on relevance rather than quantity. Make sure they match your content.

“Posting several times a day is a must.”

• Fact: Frequent content can be useful, but quality comes before quantity. Several mediocre posts per day can be less effective than a few high-quality posts that trigger real interactions.
• Tip: Find a posting frequency that you can maintain without sacrificing quality and, above all, focus on content that your community enjoys engaging with.

“The algorithm immediately penalizes you if you are less active.”

• Fact: Instagram does not consistently penalize inactive users. However, if you don’t post for a long time or there has been no interaction with your content, your content will often automatically slide further down the rankings. The good news. With good content, you can make a comeback.
• Tip: Keep at it without stressing too much. Consistency and continuous improvement of your content are particularly important.

Tips for more reach on Instagram

1. Post high-quality, highly interactive content

Invest time in your posts instead of going for quantity. Think about what interests your followers and what you can surprise or inspire them with. With eye-catching visuals, moments of surprise and a good storyline, your content will stand out from the competition, ideally in the feed or on the Explore page.

Also important: actively encourage your community to interact, for example by asking questions, conducting surveys or requesting feedback. Remember: it all depends on the initial momentum. The more comments and likes a post receives in a short space of time, the higher the algorithm ranks it.

2. Keep the target group in mind

Don’t try to create content that “everyone will like”, but keep your potential customers in mind. Understand who they are and what topics move them. This is the only way to create targeted content. Also observe the times when your target group is most active.

3. Establish relationships

Interact authentically with your followers. If someone comments under your post, respond to it. This not only strengthens the bond, but also signals an active community to Instagram.

Tip: Polls, quizzes or question stickers encourage interaction, which Instagram sees as a positive signal.

4. Post regularly

If you post regularly, you stay present. This ensures that Instagram and your followers won’t forget you so quickly. A fixed rhythm, for example a feed post twice a week and daily stories, helps to anchor you in the minds of your community. But don’t overdo it and pay attention to quality. It’s better to have less and of high quality than too much and interchangeable.

5. Pay attention to consistency

If your video goes viral but nobody knows who is behind it, you will only benefit to a limited extent. You can prevent such a fail by using unobtrusive but clear branding with recognition value.

The content of the meditation app Headspace, for example, is recognizable at a glance.

Tip: Stay true to yourself. If you constantly change your visual language or the way you communicate, you can confuse your community.

6. Use popular formats (videos)

Reels, live videos or animated stories often generate more reach than pure photo posts. Videos invite interaction and are often shared.

Too elaborate? Not anymore. To get started with short videos on Instagram or TikTok, you only need minimal equipment. Routine makes perfect.

Staying tuned is important: The Instagram algorithm changes regularly

Most of the functions and ranking factors mentioned above have been in place for several years. However, the Instagram algorithm and Instagram algorithms change the way they work every now and then. Even slight shifts in emphasis can have an impact on marketing.

That’s why we recommend staying up to date. For example, take a look at the news and answers to frequently asked questions that Instagram boss Adam Mosseri publishes on Instagram. Follow current trends and be open to adapting your Instagram strategy if necessary. This is the only way to ensure long-term success.