Instagram has an algorithm for the content followers see, but don’t let that scare you, with the right strategy you can beat it.

Every year Instagram changes and grows by adding new features like IGTV and Reels, or expanding into e-commerce by offering in-app purchases. The platform’s most recent algorithmic update has changed the way content is shared on the platform. Keep scrolling to find out how you can beat Instagram’s algorithm in 2021.

Key Factors that Influence Instagram’s Algorithm 

• Interest

According to Later, your personal Instagram feed is a combination of the people you follow, and accounts and types of posts you’ve liked before. The more Instagram thinks you will “like” a post, the higher it will appear in your feed. The algorithm is not just based on likes though, Instagram has stated that comments are the top tiered way of maneuvering the algorithm, next is likes, reshares and views on videos. 

To apply this, it’s important to have viewers like and comment on posts, rather than just see it and enjoy it. If you want to work with the algorithm, adding a “comment below” or “let us know in the comments” will go a long way.

• Relationship

The algorithm wants to show you posts from family, friends and accounts you care about, and to do that, Instagram uses interactions to piece together who you are and who you’re close to. According to Hootsuite, based on how much you consume someone’s content, Instagram could theoretically determine who you care about the most through whose content you like, people you direct message, people you search for, stories you watch and people you tag in photos. 

A great idea to build a strong relationship with your audience is through direct messaging, even a simple hello can go a long way in building trust in your brand! Maybe reach out to your followers and thank them for joining your audience, or offer them a fun discount to your website for being a follower! Reposting stories and giving them authentic replies can also help establish a relationship, so get messaging! 

• Timeliness

Later also reports that, not only does Instagram look at how engaged your posts are, but also how long it was posted. The algorithm prioritizes newer posts, as they want to have the most recent, interesting posts showing up on your timelines. By using the Insights tab built into Instagram, you can take a deeper look at how your account and content is performing, and more importantly, learn more about your audience.

Among many other interesting statistics, the Insights tab can also provide you with a breakdown of when your followers are most active, monthly, daily and even hourly. By knowing when your followers are most active, you can plan your content accordingly and ensure the most eyes are on your content.

• Frequency

Instagram also prioritizes accounts that have a frequency in posting, meaning they have a system for sorting accounts based on how often they post. Your ideal posting frequency will depend on your business’ goals and the amount of time you can dedicate to your Instagram marketing efforts, but it’s important to establish a strategy for how often you post. 

Social media expert Neil Patel states that “If you make a habit of posting several times a day and then transition to only a few times a week, you will start to lose followers and generate less engagement per post. This means that the best posting frequency for Instagram is the posting frequency that you can consistently maintain for the rest of your natural life.”

We recommend posting every 2-3 days to keep your audience interested and the algorithm on your side, as long as you can manage posting that much content, that frequently. If not, determine how often you can post and create a schedule to maintain that frequency. There is no exact number or figure for how often you and your business should post, but as long as you have a plan to be consistent and ensure that you maintain quality in your posts, do what you feel is best fitting for your business. 

• Video Content

Although Instagram started as a photo-sharing app, video content has quickly found it’s importance on the app. According to Mention, video is the most effective form of content on Instagram and garners the most engagement, compared to photos and carousels. This stat is part of their yearly Instagram Engagement Report, in which they also emphasize video content as it auto-plays in Instagram and acts as “eye-popping” content.

Instagram has not outwardly said that they prioritize video but multiple sites like Sprout Social have reported on how video content garners more views and clicks than standard photos. Videos are super important on Instagram, and according to HubSpot, videos that last 30 seconds perform the best so make sure your videos are short, fun and to the point. Main feed videos are not the only type of video that Instagram seems to be deeming more important lately.

Reels are Instagram’s way of combating the rise of TikTok, and they want you to make the switch. Instagram seems to have made Reels their primary concern in 2021, so by frequently posting them, you increase your chance of the algorithm helping you out. Instagram has stated that they’ve “heard that low video quality reels (i.e.blurry due to low resolution) or content that is visibly recycled from other apps (i.e. contains logos or watermarks) makes the Reels experience less satisfying.

So, we’re making this content less discoverable in places like the Reels tab. Due to this algorithmic move, we recommend creating Reels inside of Instagram, using their tools and filters in your content, rather than importing previously created content like TikToks.”

Instagram also stated that they prioritize engaging, fun and humorous Reels over text-heavy, more serious content, “People tell us they want to see entertaining, funny, and interesting content in places like the Reels tab, and we’ve gotten better at recommending that.” As long as engaging and humorous content fits your brand, go for it and let the algorithm work in your favour! Here are some great examples of fun, engaging Reels that we’ve created for ourselves and our current client, The No Sugar Company: How to Create a Podcast (1,600 views) and Happy Mother’s Day (9,000 views)

Here are some tips that can help you use the algorithm to your advantage:

Engage with your Audience

The Instagram algorithm aims to share accounts that engage with audiences and communicate with their followers. Replying to direct messages and comments are not only great ways to establish trust with followers, but they help the algorithm learn that you are an active and connected account. Better yet, you can be the commentor or messenger yourself, as Instagram also priotizes those accounts who connect with others themselves, so it’s smart to comment on other accounts and reach out to them

Use Instagram Stories

Instagram Stories may seem like a fun way of posting your meal for the night or sunset you’re enjoying, but there is so much more than meets the eye. According to MavSocial, over 500 million Instagram Stories are viewed every day, and the Instagram algorithm knows their importance.

Users and their stories are prioritized based on how often you watch and interact with them, that’s why you always see the same first few stories whenever you log in to Instagram. It’s important to keep that priority in mind when creating stories as the more people that consume your content, the more news feeds you’ll appear in when opening the app. 

Creating Stories that your audience and Instagram like is simple, here are a few ways you can use Stories to your advantage

• Post frequently: The more content you share, the bigger the opportunity for it to be viewed. According to Buffer, one to seven stories is the optimal daily amount.
• Use hashtags: By using hashtags, you can spread your Stories far beyond your followers. Hootsuite even has a nifty tip that can help hide hashtags in your stories. 
• Use new features: Instagram is always adding new features to Stories like polls, GIFs, questions and more, so try them out and get your audience engaging. According to Planoly, using Instagram Stickers can dramatically increase your Story engagement.
• Give your users a reason to stay: Although Stories are time sensitive, keeping your audience interacting with them can help you in terms of the algorithm. Try adding text and telling a story… in your stories rather than posting a quick photo.

Create Quality, Branded Content

This may go without saying, but Instagram is all based around creating the best content possible, and your audience wants to see it! A key factor in having a successful Instagram is keeping your content branded, so it’s smart to establish a consistent colour palette, font, and tone so that all your content is consistent, especially when visiting your account page.

Another way to create quality content is to establish a content bank, a topic we’ve covered before in depth, check it out here. Content banks are a collection of images, videos, blog posts, and user-generated content that are stored in one place and can be shared throughout the year. Not only are they a way of exceptionally sharing your brand story, but effective content banks also evoke emotion, connecting with your audience on a deeper level.