Instagram explains algorithms for feed, reels and co.

Instagram doesn’t have the one algorithm

First, Adam Mosseri explains that Instagram doesn’t use a single algorithm. Rather, there are many algorithms and the platform relies on different signals for the different content areas.

For some time now, Instagram has also been offering users various features to customize and optimize their content experience. This includes features like Close Friends, which allow you to only share content like Stories and Reels with certain people. But that also includes the “Followed” and “Favorites” feed options introduced in 2022. Both are structured chronologically and supplement the Home Feed as an option to discover content of your own taste.

The ranking and the evaluation of content in general have already undergone changes on Instagram in the past year. The main focus was on promoting original content in the ranking. Mossers explained:

[…] I know a lot of you are sceptical of ranking. But it really does help us make sure that Instagram is more valuable to each and every person who uses the platform. This one is specifically focused, though, on the idea of originality. If you create something from scratch, you should get more credit than if you are resharing something that you found from someone else. We’re going to do more to try and value original content more, particularly compared to reposted content.

Original content means, for example, reels that were genuinely produced for Instagram and do not appear as recycled TikToks or shorts. At the beginning of the year, Mosseri also emphasized that Instagram wanted to focus a little more on photo content in the future, that in 2022 too many videos might even have been shown. The three most important developments for 2023 on Instagram, which the platform boss listed a few months ago, include more space for connections – the launch of the broadcast channels contributes to this – and inspiration for being creative – there are new features for this purpose, for example like sticker creation with generative AI – the quest to make content discovery easier for users. In this context, the update on the ranking insights is now also being made.

To the ranking in the feed

In feed, Instagram shows content from accounts you follow, content the platform thinks you might like — and ads. Photos, videos and carousel posts are displayed to you based on how recent the posts are and what signals you give as a user. This can be interactions with accounts and posts, but also format preferences. For example, if you like photos more often, you will see more photos. There are thousands of signals, and using them in the app or in a browser can also make a difference. According to Mosseri, the most important signals are:

• the activity of users regarding interactions with posts
• Information about the post, such as the place and time of the posting and the engagement numbers
• Information about the posting account, indicating whether it is of interest to many
• the interaction history of users with other accounts

Adam Mosseri further elaborates:

In Feed, the five interactions we look at most closely are how likely you are to spend a few seconds on a post, comment on it, like it, share it, and tap on the profile photo.

The more likely a person is to interact with an account or post, the higher up in the feed that account’s content will appear. However, Instagram tries to avoid showing too many posts from one account in a row. This also applies to content suggestions. As part of Instagram’s drive for transparency Guidelines have also been published, which show what type of content is ranked worse. These can be posts that could be reported from Instagram’s perspective.

This is how Instagram Stories ranks

In the Stories section, Instagram only displays content from accounts that you follow. Then there are the ads. Some relevant signals are also used for the ranking:

• Instagram prioritizes stories from accounts whose stories you watch more often
• Interactions with accounts’ stories also count as a ranking signal
• if you are particularly close to an account (possibly friends or family), Instagram also prioritizes the stories

Based on these signals, the platform decides which stories you see higher up in the stories section.

This is how the ranking in the Explore area is created

Instagram’s Explore section allows users to discover all the things that interest or might interest them. In this section, the platform arranges videos and photos that are expected you might like based on past activity. Particular attention is paid to the probability of interaction in the context of likes, shares and saves. According to Mosseri, the most important signals in the Explore area are:

• Information about the post that relates to the interactions of other users – these signals are far more important in the Explore area than, for example, in the feed
• the previous activity of the user – in the context of likes, shares, saves etc. – in the explore area
• the interaction history of users with posting accounts
• Information about the posting accounts, highlighting their relevance

Most of the content in the Explore section comes from accounts you don’t already follow. In doing so, some types of content are Instagram Recommendation Guidelines not displayed, although they are generally allowed. However, depictions of violence might not be appropriate for some users. Anyone who frequently uploads posts that violate these guidelines must expect that no content element of the account will be recommended by Instagram for a while.

How does Instagram Reels rank?

In the short video section, Instagram mainly shows users content from accounts that they do not follow. As indicators of whether a reel is popular, Instagram looks at the likelihood that a user will share a reel, view it fully, and go to the audio page (since that could indicate that the reel inspires creativity). The most important signals for the reels ranking are:

• the activity of users on specific reel types
• the interaction history of users with posting accounts
• Information about the reel, such as audio, visuals, and overall popularity
• Information about the posting account, such as the number of followers and engagement rates

Just like in the Explore section, the Recommendation Guidelines apply to reels. In addition, the platform wants to show fewer reels that have poor resolution or watermarks. Previously posted reels and reels that are very politically focused, mostly text, or silent are also shown less frequently.

Tips for personalizing recommendations, feeds and stories

If you want to influence what can be seen on Instagram even more independently of the rankings, you have various options. In the feed, for example, users can only display content from favorite accounts or switch off recommendations for posts for 30 days. You can also unfollow accounts, mute account posts, stories, messages, and notes, or access the Stories Close Friends list. You can also get even better recommendations by taking surveys.

In the section of recommendations you can turn limit sensitive content or hide suggested poststhat contain terms, emojis, or phrases you don’t feel like using. With the Not Interested Feature (which is only available on mobile) you can also show what type of content you don’t like. In this context, Instagram is currently also testing a counterpart, an Interested Feature. If you click on the corresponding icon, you will receive more content that corresponds to the post displayed.

Mosseri’s addendum on shadowbanning

Adam Mosseri goes into the topic of shadow banning and describes on the blog that some users understand the term to mean that their content or accounts are played out in a limited way or even hidden without a clear explanation. With a slightly sarcastic undertone, he writes:

When we rank content across Instagram, that’s not our intention. Contrary to what you might have heard, it’s in our interest as a business to ensure that creators are able to reach their audiences and get discovered so they can continue to grow and thrive on Instagram.

Mosseri confirms that Instagram does not suppress any content to encourage ad purchases. However, he is aware of the concerns of some users about supposed shadow banning. Therefore, the platform provides more transparency regarding potential restrictions for accounts. The feature Account Status lets accounts know if and why content may not be endorsed.

Finally, Adam Mosseri explains that the platform wants to continue to rely on transparency to make the experience as good as possible.

We want people and creators to be in control of their Instagram experience, and we’re always exploring ways to add even more transparency and control to the app. Providing more context on how content is ranked and moderated on Instagram is only part of the equation and we will continue to provide ranking updates as our systems evolve.

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At the start of the new year, Instagram boss Adam Mosseri defined the three most important topics for the social platform. You can read more about it in our post.

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