To help users understand how Instagram’s feed algorithm functions, and use content management approaches accordingly, Meta has released an overview of how Instagram ranks content for Suggested Posts, Home Feed, as well as accounts that you don’t follow.
The overview begins with Meta explaining its recommendation system for Instagram, which relies on AI to improve engagement, and divides posts into Connected and Unconnected. Connected posts are those that are displayed from accounts that you follow, while Unconnected posts are based on your activity on Instagram.
While Instagram shows you most posts based on direct engagement, meaning the accounts that you follow and the content that you like in the app, a lot of the recommended posts also pop up based on overall engagement, meaning the activities and interests of the accounts that you follow.
As suggested by Meta, “Scrolling through the end of feed recommendations should feel like scrolling down an extension of Instagram home feed.” In addition to this, Instagram aims to recommend you content that is more related to your interests rather than trending content. “In order to ensure that our recommendations feel similar to posts in Home Feed, we prioritize accounts that are similar to accounts a user encounters in Home,” states the social media company.
Moreover, while Instagram is focusing more on Reels content to appear in feeds, it is ensuring users that the content it recommends is a mixture of media types (photos/videos/albums etc.) that are relatively similar in Home and suggested posts.
There are also some important points for marketers to consider in the overview. For instance, marketers could pay close attention to what other brands in their industry, especially those with good performance on Instagram, are posting. Other than that, regular posting and using Reels for content creation are also effective approaches for enhancing reach on the app.