The better you understand the Instagram algorithm, the more effectively you can expand your reach. But the algorithm changes constantly and figuring out what truly works is often hard.

This article reveals everything about Instagram’s 2026 algorithm, including how to maximise visibility, connect with your audience and improve your Instagram strategy.

Key takeaways

• Instagram uses unique algorithms for each part of the app, including the Explore page, Stories, Reels and Shopping.
• Instagram has intensified its efforts to eliminate spam accounts and bots, which dilute content quality and user experience.
• After focusing heavily on video content, particularly Reels, Instagram now takes a more balanced approach, giving equal importance to photo and video content.
• High engagement, longer watch times and high like percentages are strong signals that content will be promoted by the algorithm.
• Rather than choosing by follower count alone, brands increasingly choose creators with engaged audiences that match their target market.

Meanings and definition: What is the Instagram algorithm?

The Instagram algorithm is an AI system that determines which content appears on users' feeds. According to the Cambridge Dictionary, an algorithm is "a set of mathematical instructions or rules that, especially if given to a computer, will help to calculate an answer to a problem." On social media, this "problem" is deciding which content gets promoted, to whom and in what order.

How does the Instagram algorithm work?

While it’s commonly referred to as "the Instagram algorithm," Instagram doesn't use a single algorithm. Instead, it uses multiple algorithms, each tailored to a specific app feature. As Instagram explains, "We use a variety of algorithms, classifiers, and processes, each with its own purpose."

Each algorithm uses data, such as relevant keywords and hashtags, engagement history, the user's previous interests and location tags, to decide which content to show to users.

Here's what the algorithms focus on for each part of the app:

• Feed and Stories algorithms: These show content based on the accounts users follow, engagement history and recency.
• Explore Page algorithm: The algorithm suggests new content that matches users’ interests.
• Reels algorithm: Reels focuses on showing engaging video content that similar users enjoy to encourage discovery and interaction.
• Your Algorithm: A feature that lets users view and edit the topics Instagram associates with their interests, giving them direct control over what the main feed, Reels and Explore page recommend to them.

In simple terms, the algorithms have the same primary goal: to encourage users to spend as much time as possible on the application.

Thus, while ensuring its interface is as intuitive as possible, Instagram must offer each user the most interesting and even addictive content to grab and hold attention. The algorithm does this by storing data about users' activity to make educated guesses at which content will appeal to them and in what order.

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When did the Instagram algorithm change?

The Instagram algorithm updates continuously, with major changes typically rolling out a few times a year and smaller refinements happening far more frequently. Adam Mosseri, Instagram's head, regularly shares updates on his own Instagram account as changes roll out.

Understanding 2025-2026 Instagram algorithm updates: What does the Instagram algorithm prioritise?

The Instagram algorithm changes often to manage behaviour shifts. People react differently to content over time, and Instagram regularly updates its algorithm across all parts of the app to keep users engaged and help them discover relevant content.

1. Engagement and views decide

Not all user interactions carry the same weight, but the number of interactions with a post signals its value to the algorithm. Instagram prioritises posts that generate comments, likes, saves and shares, with DM shares counting as strong signals that content resonated with viewers.

Recently, Instagram rolled out new engagement tools including "Hype Comments," which allow users to comment on a Story. These features give people more ways to respond and act as conversation starters that tell the algorithm how engaging a piece of content is. The Explore page algorithm focuses specifically on presenting highly engaging, trending content to new audiences.

Tip: Pay attention to your shares and saves data in Instagram Insights. These are now among the strongest signals for algorithmic distribution, weighted more heavily than likes.

2. The Continued AI-ification of the Instagram Algorithm

Instagram has also updated its algorithm with new AI features, including:

• Using advanced AI to suggest niche content tailored to individual preferences. This update aims to deliver a more personalised and engaging experience for users.
• The algorithm has improved its ability to analyse the actual content of images and videos beyond captions and hashtags. This enhancement allows for better categorisation and more accurate content recommendations.

3. Instagram's "Your Algorithm": Giving Users Control of the Feed

Instagram's Your Algorithm allows the platform's topic preferences to be visible and editable. It lets users view the topics Instagram has associated with their interests, remove ones they no longer want, and add new ones they want to see more of. Originally launched as a test for Reels in October 2025, Instagram rolled out the feature to the Explore and Main feeds for all users in 2026.

The motivation is partly philosophical: Instagram head Adam Mosseri has acknowledged that while algorithmic recommendations are genuinely useful, they reduce users' ability to shape their own experience over time. Feeds learned passively from behaviour, but users had no direct way to say what they actually wanted.

For influencer marketing, the implications are significant. Recommended posts from accounts users don't follow already make up a growing share of the main feed, and this feature makes that interest-based discovery model more transparent. As users actively shape their topic preferences, content that clearly signals its niche will be better positioned, while generic or hard-to-categorise content risks being filtered out.

For brands and creators, this reinforces the value of working with influencers who have a well-defined content focus, as those creators are more likely to surface in the feeds of users who have opted into a relevant interest area. It also introduces a new variable in performance planning: reach and engagement may shift more frequently as audiences refine their preferences, making it harder to rely on historical benchmarks alone. Tools like Kolsquare that track engagement quality and audience alignment become increasingly important in identifying influencers whose followers are genuinely relevant to a brand's category.

4. Quality Control Remains Top Priority

Instagram has accelerated its crackdown on spam accounts and bots, which dilute feed quality and undermine community trust. Scammers can impersonate popular creators and use fake accounts to target followers via DMs, and Instagram recently shut down 150k suspicious accounts in South-East Asia. Tackling this is a continued focus, as platform safety is a strong signal of long-term user retention.

5. Adam Mosseri emphasises the change from safety to free speech

Meta has moved away from aggressively moderating misinformation and hate speech.

"We’re going to reduce over-enforcement, cut down on mistakes and phase political content back in with a more personalised approach. Instagram was founded on the idea of creativity and giving everyone a voice, and this focus on free speech will help us get back to those roots." - Adam Mosseri, Head of Instagram

Critics, including former US president Joe Biden, have pushed back, calling the removal of fact-checking "really shameful." The community guideline changes include the removal of rules prohibiting certain language around transgender and non-binary people, and the removal of warnings against some forms of discriminatory content.

6. Users see more suggested posts

Instagram now includes more algorithm-based recommendations alongside content from accounts a viewer follows. By adding suggested posts similar to content a user typically engages with, Instagram encourages discovery of new, relevant creators. This means follower count is no longer the primary driver of reach, strong content can now surface to new audiences regardless of account size.

7. Original Content Remains Valued

Instagram promotes original content over reposts to keep feeds fresh and engaging. When Instagram detects repeated content or a watermark from another platform, it will only recommend the original post unless the content has been changed. Reposted content will also include a link back to the original creator.

As Mosseri said: "People expressing themselves is the heartbeat of Instagram. One of the things I've learned from speaking with creators is how important getting credit for their work is to them."

8. Rebalancing photo and video content

In 2022, Reels dominated Instagram's algorithm. However, Instagram has since worked to rebalance visibility across formats. Mosseri has acknowledged the overcorrection: "I think we were overfocused on video in 2022 and pushed ranking too far and basically showed too many videos and not enough photos."

Today, the algorithm evaluates viewer behaviour across formats, analysing how often someone likes or comments on photos versus videos, and distributes content accordingly. Carousels, photos and reels now compete on a more level playing field, with engagement quality and watch time mattering more than format. When assessing performance, it is worth reviewing the past few weeks of posts across formats to identify which content types are generating the strongest signals for your specific audience.

9. Trial Reels: test before you publish

Trial Reels allow creators to show content to non-followers first, without publishing it directly to their main profile. If the Reel performs well with that cold audience, it can then be published broadly.

What are the 5 main factors of the Instagram algorithm?

The algorithm considers five main factors when deciding whether a post should appear on a user's feed. Each informs the platform's predictions about which content will be most engaging. Understanding this is the foundation of any effective Instagram strategy.

As Instagram puts it, they assess "how likely you are to spend a few seconds on a post, comment on it, like it, reshare it, and tap on the profile photo."

1. Interest and interactions

The algorithm predicts how much a user will care about a post based on their past behaviour with similar content. It also looks at how others have interacted with the content, such as watch time, likes, comments, saves and shares all of which feed into this ranking system.

Saves are particularly valuable, signalling that someone found the content worth returning to. Educational posts, tutorials, infographics and relatable memes that people want to revisit or send to a close friend consistently perform well. DM shares are now one of the strongest signals of all, telling the algorithm that content is worth pushing to new audiences.

The performance data Instagram collects across all these interactions determines how widely a post is distributed, making content quality and genuine engagement far more important than posting volume.

2. Interactions with the content creator

Instagram prioritises content from accounts a user regularly interacts with through likes, comments, direct messages and search queries. It is not about close friends or family in a personal sense, it is about the frequency and depth of interactions with an account over time.

3. Post recency

Instagram's algorithm prefers recent posts over older ones, ensuring users see up-to-date content. Posting consistently and at the right time matters. Use Instagram Insights to find your best times to post rather than relying on general benchmarks, as optimal posting windows vary by account and audience.

4. Post frequency

How often a user opens Instagram affects what they see. Users who check the app frequently will see a more chronological feed, while less frequent users will see content the algorithm considers most relevant to them. For creators, this means consistent posting is important, but video quality and content relevance will always outperform high-frequency, low-quality output.

5. Accounts followed and follower count

The number of accounts a user follows affects how competitive the feed is. Following many accounts makes it harder for any single creator to be prioritised consistently.

Follower count also plays a role on the creator side. Larger accounts tend to accumulate engagement signals more quickly, but engagement rates often drop as audiences grow. The takeaway is that meaningful interactions with a focused community are more valuable than broad reach with a passive one.

How does Instagram rank content across Stories, Reels and the Explore Page?

Instagram ranks content on Stories, Reels and Explore using similar signals. These include information about the post, information about who posted it, your past activity, and your history with that specific account.

However, each signal is weighted differently depending on the channel. Stories favour accounts you already follow, while Reels and Explore favour cold discovery from accounts you don't.

Here’s how Instagram’s algorithm ranks content across Stories, Reels and the Explore Page:

• Stories: Content is ranked based on closeness and engagement. Prompting interaction with stickers and polls can boost your ranking.
• Reels: This mostly surfaces unfollowed accounts, judged by audio tracks, content type and watch time.
• Explore: The Explore Page builds around the user’s past behaviour rather than existing follows, aimed at pure discovery rather than deepening connections.

Tips and tricks: How do I boost my Instagram algorithm?

Understanding how the algorithm decides which content to show is the first step to getting noticed. Here are the specific actions you can take to increase your visibility.

1. Hook viewers in the first three seconds

Skip rate is the percentage of viewers who leave in the first three seconds. It is one of the most important metrics the algorithm uses to assess content quality. A strong hook does not need to be dramatic, but it needs to give the viewer an immediate reason to keep watching.

2. Boost reach by publishing fun and interactive content

Put the user at the centre of your strategy. Content that performs well tends to either make someone laugh, teach them something genuinely useful, say something that feels personally relevant, or present a perspective they have not seen before. Saves signal deep interest to the algorithm, while DM shares are now one of the strongest signals for reaching new audiences. Ask yourself: would someone send this to a close friend or save it to come back to later?

3. Instagram has reduced its focus on Reels

Following its tradition of boosting accounts that use new features, Instagram boosted Reels when they first launched. As a result, right after their introduction in 2020, Reels became highly popular on the app, encouraging Instagram to promote them heavily in 2022. But recently, Reels have been rebalanced with photo content in user feeds. However, they remain an excellent way to reach new audiences and win over brands.

4. Reels and carousels are your best tools for reach

Reels remain one of the best ways to reach new audiences, particularly for accounts looking to grow beyond their existing followers. Carousels are equally powerful because Instagram reshows unseen slides, creating multiple impression opportunities from a single post, and they generate consistently high save rates. Together, Reels and carousels cover the two key goals of any Instagram strategy: reaching new audiences and deepening engagement with existing ones. Test across both formats and let your performance data guide where to focus.

5. Use Trial Reels to test before you publish

Trial Reels allow you to show content to non-followers before publishing it to your main profile. If a Trial Reel performs well with a cold audience delivering a strong watch time, low skip rate, good share rate that is a reliable signal that people enjoyed the content and it's worth publishing broadly. You can use this feature to experiment with new hooks, formats or topics without risking harming your engagement history over time.

6. Post at the best times for your audience

Posting when your followers are active increases the likelihood of your content appearing at the top of their feed. Use Instagram Insights to find the best times to post rather than relying on general benchmarks. Tools like Loomly and Agorapulse can also help identify optimal posting windows based on your followers' habits.

7. Promote your latest posts on Stories

Instagram does not show your posts to all of your followers. But you can use Stories to let your audience know when you have posted something new, and use interactive features like polls and question stickers to generate engagement signals that tell the algorithm your content is worth distributing more widely.

8. Encourage meaningful interactions and use relevant keywords

The algorithm evaluates content quality through the depth of user interaction. Comments, saves, shares and likes all contribute, but quality of engagement matters as well as quantity. Include questions in captions to drive comments and calls to action to encourage saves.

Using relevant keywords in captions, bios and alt text now works better than hashtag stuffing. This helps Instagram categorise your content accurately and surface it to the right people. Your engagement history with your audience also matters. Accounts that build consistent two-way interactions are ranked higher in feeds and pushed to the front of Stories trays.

9. Respect guidelines

Respecting community guidelines is crucial for maintaining a positive presence on the social media platform and avoiding being flagged as spam. These guidelines include prohibitions against hate speech, violence, nudity, and other inappropriate content. Adhering to these rules not only protects your account from being penalised or banned but also promotes a positive community atmosphere where users can engage safely.

Additionally, it's important to avoid behaviours that can be perceived as spam. This includes repetitive, irrelevant, or excessive posting, mass following or unfollowing, excessive liking, and repetitive comments. Such activities can trigger Instagram's spam detection mechanisms and result in your account being flagged or even temporarily suspended. By posting meaningful content and engaging authentically with your audience, you ensure that your account remains in good standing and continues to grow organically. Respecting these guidelines helps maintain the integrity of your account and fosters a healthier Instagram community.

How do creators get brand deals on Instagram?

Creators win brand deals by having engaged audiences, creating authentic content, and making themselves easily discoverable.

Here’s a quick guide to gaining more brand deals:

• Engagement beats follower counts: You might see gaining a large audience as “making it”. But brands increasingly choose creators with engaged audiences that match their target market, regardless of size. You need to know your engagement rate and understand your audience so you can pitch yourself effectively. Look at demographics, interests and the content they respond to. It’s that expert knowledge that brands are buying.
• Focus on Reels: Reels is the format brands most want. By posting more reels, you’re more likely to gain collaborations.
• Stay authentic even during collabs: Creators who keep their own voice beat heavily scripted brand content. You’re more likely to keep audience trust if your promotions feel authentic. And when your ads perform better, more brands are likely to choose you. It may feel hard, but push back on briefs that don’t feel authentic and make sure you have the data to say why.
• Get it in writing before you start: You should have a written brief and contract covering deliverables, timings, usage rights (how long and where the brand can reuse your content), exclusivity and payment terms, before any work begins. If you skip this step, you’ll risk brands reusing your content without paying you, endless revisions, late payments, or not getting paid at all.
• Always disclose paid partnerships: Any post you are paid or gifted to make is advertising and must be clearly and immediately identifiable as such. In the UK, paid and gifted content counts as advertising and must be obviously identifiable up front. The ASA and CMA expect a clear label such as "Ad" or “#ad” plus the platform’s paid-partnership tool or collab tab. Hiding the disclosure at the end of a hashtag list, using the paid-partnership tool, or using faded writing on-screen does not meet the standard. It’s worth keeping in mind that regulations change regularly. You should stay up to date with influencer recommendations shared by the ASA.
• Be easy to find: Brands and agencies find creators through influencer marketing platforms, such as Kolsquare, where they search by engagement rate, audience demographics, location and niche. Keeping your account active, consistent in your niche and clearly categorised, with your bio, keywords, and content themes regularly mentioned, makes you easier to find and easier to say yes to.

Content recency and posting frequency

Instagram prioritises recent content, so consistent posting is important for maintaining visibility. However, quality always outperforms quantity. Posting too frequently with weak content can reduce engagement rates over time, while posting less often with stronger content tends to perform better.

Content formats, relevant keywords and hashtags

Instagram has worked to rebalance visibility across content formats. A mix of Reels, carousels and photos gives your content the best chance of reaching both new and existing audiences.

Using relevant keywords in captions, bios and alt text now carries more algorithmic weight than hashtag volume. Instagram's search has evolved into a keyword-driven system, so natural keyword usage throughout your content helps the algorithm categorise it accurately and surface it to the right people. Where hashtags are used, keep them focused and relevant.

For paid partnerships and sponsored content, always include the appropriate disclosure label alongside any Collabs tag. Transparency is both a legal requirement and a trust signal that audiences increasingly respond to positively.

How do you keep creating content without burning out?

Batching content production, avoiding trend chasing and asking for fair rates (when possible) can help reduce burnout.

Many creators struggle to handle the public scrutiny, pressure to churn out content, and constant algorithm changes. 65% of creators say they are sometimes, often or always stressed by their job, citing managing content creation alongside full-time work and pressure as key stress drivers, according to Kolsquare’s Voices of the Creator Economy 2025 survey. This can result in burnout, which is a feeling of exhaustion and reduced motivation caused by prolonged stress.

The following actions help avoid burnout:

• Batch your content: Filming and editing in blocks can save time and help you have a backlog of content. You won’t have to set up and start from scratch every day. Instead, you have a batch of video content ready to edit, rather than producing under pressure every day.
• Don’t chase every trend: Jumping on trends that don’t fit can dilute your message or make content boring for your most engaged followers. Take a moment to think about whether the trend fits your brand before you go for it.
• Judge yourself on your own data: The big picture means more than small spikes and lows. Focus on your long-term growth and adapt your content to formats your followers enjoy.
• Protect the relationship over the metrics: Look at your channel as building a connection with your audience. It's not always about winning over new people, although that can boost engagement metrics. You should try to form a community. That means avoiding treating every dip in likes or views as a verdict on how your audience feels about you.
• Value your work for collabs: Most of a creator's earnings come from brand partnerships, so it's worth knowing what you're worth before you agree a rate. Where possible, try to avoid selling yourself short. If you have a high engagement rate, niche audience, or high follower count, you can use it to encourage brands to pay you more.

Win over more brands on Instagram with your media kit

You can improve your reach by making your content more engaging for viewers. But if you want to secure more brand deals, you also need to prove your value.

Kreators turns your engagement, reach and past collaborations into a live media kit that highlights your best qualities and helps you benchmark your performance.

FAQ

Does follower count affect my reach on Instagram?

Yes. Follower count affects reach on Instagram to some degree. But, recently, the Instagram algorithm has changed to focus more on how many people engage with content after it’s posted. Now, even creators with smaller audiences can go viral.

How often should I post?

You should post consistently at a rate that allows you to maintain quality. If that’s once a week, that schedule will be better than posting less-valuable content every day. That will keep your engagement rate higher, making brand collabs more likely.

Do Reels get more reach than photos?

Reels are the best way to reach new audiences on Instagram. But the platform is now rebalancing formats, featuring more carousels and photo posts on feeds.

When is the best time to post?

There’s no set “best time to post” because your audience has unique preferences. Use Instagram Insights to discover when your audience is most active and located. Check your audience’s location and the times they are most active using Instagram’s analytics.