How to Beat Instagram’s New Algorithm
By Joseph Gaccione
Instagram’s new algorithm is designed to bring users closer to the content they want to see, but there’s some confusion over how it works. Understanding the process is critical, not just for casual social media posters, but companies trying to promote their brands and gain more followers. Working with the algorithm is like playing a game... once you understand the rules and tricks behind it, you can play more effectively and succeed.
What is an Algorithm?
Before we talk about Instagram, let’s break down the technical and mystical myths out there. Algorithms are step-by-step procedures used to solve a problem. Usually mathematical or computer-related, but not always. (Some examples show how simple it can be in real-world situations).
How It Works on Instagram
The new Instagram Algorithm organizes the order of posts you see when you’re scrolling. That order is determined by post priority (which ones are most relevant to you). Instagram ranks relevance in several ways, per “Shopify” and “HootSuite”:
Interest – How much you interacted with another user’s content or similar accounts.
Relationship – How often you view someone’s previous content; you’re more likely to see their future posts.
Timeliness – More recent posts will pop up at the top, while older posts will be pushed down.
Frequency – How often you open the IG app and how often you spend time on it.
Following Count – if you follow a lot of accounts, you won't see many postings from a specific user. The reverse is true if you don't follow many people; you'll probably see more of their posts.
How to Use It Effectively
So now you know what an algorithm is and how Instagram’s newest one is shuffling and organizing the posts you see. How can you work with the system to have a more substantial social media presence and be more visible? Here are some tools to help:
Post a lot (and on time) – this one might seem obvious, but it's true. The more you post, the more likely you'll be seen (it also proves you're consistent). The key is also to post authentic content and posting when your audience is looking. Instagram Schedulers can help you track when is the right time to drop your content.
Personality goes a long way – powerfully written captions will help increase engagement, as well as personal responses and chats in the comment section. Ask questions, comment on other people’s posts. It's all about being personable. This way, you build relationships, not just reach, to keep your followers coming to your account. Another way to be engaging is by posting an IG contest. What can you give away? Is it your product or service? What will catch someone's eye? A contest is a reliable way to advertise your business while getting people involved.
#hashtagproperly – Anyone can use a hashtag, but not everyone is using it correctly. Hashtags help make your posts more visible, but they need to be strategically placed. “Hoot Suite” lists some practical tips, like using the right amount of hashtags (9 to 15 is considered a reasonable amount, per “Sprout Social”); use popular hashtags when necessary, and make sure your hashtag means what you think it means. (and that it’s spelled correctly)
Reposting Old Content – this is an excellent way to bring some great engagement posts back to life for people that may have missed it before. You can also freshen it up. Add new captions, try some unique design elements, and use new hashtags.
Post Great Content – Again, posting a lot helps, but your subscribers will be more engaged if you have great content. So what separates useful posts from harmful posts?
Good Photos – lame and weak picture quality won’t help your image. Use the sharpen tool editing feature, or hire a professional photographer.
Videos Are Nice – people tend to stop and watch videos when they show up, so take advantage, whether it's Live an Instagram Story or IGTV.
Engaging captions – Writing catchy captions will make users more interested. This can be a call to action, asking questions, or tagging someone else.
Summary
The Instagram Algorithm isn't some sinister or mysterious computer program out to ruin your social media profile. It's a new way to play the online game. As long as you're prepared, you put yourself in the best position to get involved and win. It's not inherently difficult, and you have to be dedicated to improving what you post when you post, and how you're controlling it.