In March 2016, Instagram made a groundbreaking announcement: it was transitioning from a chronological feed to an algorithm-based feed. Since then, users, marketers, and content creators have been trying to decode the mysterious signals that determine how posts are ordered in their feeds.

The good news? The mystery has finally been solved. In June 2018, Instagram revealed the inner workings of its algorithm during a press briefing in San Francisco. The company not only clarified how the algorithm prioritizes content but also debunked some common myths.

If you’re looking to optimize your Instagram strategy in 2018, understanding the algorithm is crucial. Here’s everything you need to know about how the Instagram algorithm works—and how it doesn’t.

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How the Instagram Algorithm Works in 2018

Instagram’s algorithm is designed to show users the content they care about most. Instead of displaying posts in chronological order, the algorithm uses a variety of signals to rank content. Here are the key factors that influence the order of posts in your feed:

1. Interest: Instagram predicts how much you’ll care about a post based on your past behavior. If you frequently engage with a specific type of content (e.g., videos, memes, or travel photos), you’re more likely to see similar posts higher in your feed.
2. Recency: While the feed is no longer strictly chronological, timing still matters. Newer posts are prioritized over older ones to ensure you’re seeing fresh content.
3. Relationship: Instagram prioritizes content from accounts you interact with the most. This includes people you’ve tagged in photos, messaged, or searched for.
4. Frequency: How often you open the app also plays a role. If you’re a frequent user, your feed will look more chronological because Instagram tries to show you the best posts since your last visit.
5. Following: The more accounts you follow, the more competition there is for space in your feed. This means you might not see every post from every account you follow.
6. Usage: The amount of time you spend on Instagram influences what you see. If you only spend a few minutes on the app, Instagram will show you the highlights. If you scroll for longer, you’ll see a wider variety of content.

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How the Instagram Algorithm Doesn’t Work

During the press briefing, Instagram also debunked some common misconceptions about the algorithm:

• Myth 1: Instagram prioritizes posts with higher engagement.
  Reality: While engagement is important, it’s not the sole factor. A post with fewer likes but from an account you interact with frequently may still appear higher in your feed.
• Myth 2: Instagram favors video content over photos.
  Reality: The algorithm doesn’t prioritize one format over another. Instead, it focuses on what you engage with most. If you watch a lot of videos, you’ll see more videos.
• Myth 3: Switching to a business profile hurts your reach.
  Reality: Instagram confirmed that switching to a business account does not negatively impact your reach. In fact, business profiles gain access to valuable analytics and advertising tools.
• Myth 4: Posts from personal accounts rank higher than business accounts.
  Reality: The algorithm treats all accounts equally. What matters is your relationship with the account and your engagement history.

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Tips to Beat the Instagram Algorithm in 2018

Now that you know how the algorithm works, here are some actionable tips to improve your reach and engagement:

1. Post Consistently: Regular posting keeps your content fresh and increases the chances of appearing in your followers’ feeds.
2. Engage Authentically: Respond to comments, like posts, and interact with your followers’ content. Building strong relationships boosts your visibility.
3. Use Stories and Live Videos: Instagram Stories and Live Videos appear at the top of the app, giving you an edge in visibility.
4. Leverage Hashtags: Use relevant hashtags to increase the discoverability of your posts.
5. Post at Optimal Times: Share content when your audience is most active to maximize engagement.
6. Create High-Quality Content: Focus on producing visually appealing and engaging posts that resonate with your audience.

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Table summarizing the myths vs. reality about the Instagram algorithm and how it actually works:

Myth	Reality	How the Algorithm Works
Instagram prioritizes posts with high engagement.	Engagement is important, but not the only factor.	The algorithm considers your past interactions with an account, not just overall engagement.
Instagram favors video content over photos.	The algorithm doesn’t prioritize specific formats.	It shows you more of what you engage with (e.g., if you watch videos, you’ll see more videos).
Switching to a business profile hurts reach.	Switching to a business account does not negatively impact reach.	Business profiles are treated the same as personal accounts but gain access to analytics tools.
Posts from personal accounts rank higher.	The algorithm treats all accounts equally.	Content ranking depends on your relationship with the account and engagement history.
Instagram hides posts to push paid promotions.	Instagram does not suppress organic reach to force businesses to pay.	Organic reach depends on engagement, relevance, and user behavior, not paid promotions.
Posting at specific times guarantees visibility.	Timing matters, but it’s not the only factor.	The algorithm considers recency, but engagement and relevance are more important.
Using too many hashtags will shadowban you.	There’s no evidence that using hashtags leads to shadowbanning.	Using relevant hashtags improves discoverability, but spammy or banned hashtags can hurt reach.
Instagram only shows popular content.	Popularity is a factor, but relevance and relationships matter more.	The algorithm prioritizes content from accounts you interact with most, regardless of popularity.

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How the Instagram Algorithm Works

1. Interest: Predicts how much you’ll care about a post based on your past behavior.
2. Recency: Newer posts are prioritized over older ones.
3. Relationship: Content from accounts you interact with most (e.g., friends, family, or favorite creators) ranks higher.
4. Frequency: How often you open the app determines how chronological your feed appears.
5. Following: The more accounts you follow, the more competition there is for space in your feed.
6. Usage: The amount of time you spend on Instagram influences the variety of content you see.

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This table and explanation provide a clear breakdown of the Instagram algorithm, debunking myths and offering actionable insights for users and marketers.

Final Thoughts

The Instagram algorithm may seem complex, but its goal is simple: to deliver the most relevant and engaging content to users. By understanding how it works—and how it doesn’t—you can tailor your strategy to stay ahead of the curve in 2018.

For more insights and tips on mastering Instagram, check out the full article on Hootsuite’s blog.