![\"IG_Algorithm_1_Eng\"](\"\/\/china-cms.oss-cn-hongkong.aliyuncs.com\/61ded829a5da11ca\/IG_Algorithm_1_Eng.png?x-oss-process=image\/format,webp\/quality,q_100\")
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Just like Google, social media platforms regularly update their algorithms. This is to optimize and personalize user experience by delivering content that are most relevant to their users. Adam Mosseri, Head of Instagram, cleared some misconceptions and explained Instagram\u2019s algorithms (yes, it\u2019s plural and you\u2019ll understand why shortly) in his latest blog post<\/a>.* This article will summarize Mosseri\u2019s blogpost and what it means for Marketers\u2019 Instagram strategy.<\/p>\n Instagram\u2019s Algorithm: What is it and how does it work?<\/strong><\/p>\n Mosseri started with a common misconception about the existence of \u201cthe Instagram Algorithm\u201d. Instead of using a single, all-encompassing algorithm, Instagram collects \u201csignals\u201d from users, creators and available posts to determine what users see. Each part of the App (including Explore, Stories and Reels) has their own algorithm based on user preference. For instance, Instagram Feed and Stories will rank recent posts by people who are followed by the user, because users generally want to see posts from their friends and close ones. On the other hand, the algorithm of Explore is very different as people tend to use it to discover new things.<\/p>\n 4 crucial \u201cSignals\u201d that determine your post\u2019s visibility<\/strong><\/p>\n Instagram collects thousands of \u201csignals\u201d to rank a user\u2019s Feed and Stories, including the user\u2019s interests and usage habits, information about the creator, information about the post, etc. Here are the 4 most crucial signals in order of importance:<\/p>\n (1) Information about the post<\/strong> \u2013 this includes basic information (such as when it was posted and video length) and the popularity of the post (as indicated by the number of likes, etc.)<\/p>\n (2) Information about the creator<\/strong> \u2013 Instagram uses information like how people have interacted with the creator in the past to determine if a user would be interested in his\/her content<\/p>\n (3) The user\u2019s activities <\/strong>\u2013 signals such as the number of posts the user liked will tell Instagram what kind of content the user might be interested in<\/p>\n (4) The user\u2019s history of interacting with someone<\/strong> \u2013 Instagram predicts whether a user will be interested in a creator\u2019s content by looking at his\/her past interaction with the creator<\/p>\n These signals allow Instagram to predict how likely a user is to interact with a post; how likely the user is to read or like a post, comment and share the post, or to click into the creator\u2019s profile. In short, the more likely the user will interact with a post, the higher its rank.<\/p>\n Higher Engagement, Higher Rank<\/strong><\/p>\n The rank of your post comes down to whether Instagram thinks that a user is likely to interact with your post. The quality and popularity of your post are without doubt major factors. But brand engagement (i.e. how, and whether, a user interacts with your content on Instagram) also plays an essential role in determining your post\u2019s visibility. If you want to boost your audience\u2019s brand engagement, consider the following strategies:<\/p>\n (1) Carousels have 3x engagement rate<\/strong><\/p>\n Carousels have 1.4x reach and 3x engagement rate compared to other post types, according to a research by Hootsuite<\/a>. Carousels prompt shares and saves as they deliver richer messages to your audience. You can include more information in a single post and showcase your products from multiple angles.<\/p>\n (2) Try out different subjects and formats <\/strong><\/p>\n Brands post once per day on average and it is important to ensure that there is a wide variety of contents to keep your audiences engaged. Create content with different topics and formats (single-image posts, Stories, IGTV\u2026) and test which works the best. Certain types of content like how-to videos and giveaways tend to be popular.<\/p>\n (3) Don\u2019t forget your audience are also content contributors<\/strong><\/p>\n Instagram is a social platform, so brands should not treat it as a one-way communication channel. User generated content (UGC) is more relatable to the audience, so use it to boost your brand interactions. Share your customer\u2019s post on your Story when s\/he hashtags your brand. Also, encourage your audience to respond with interactive elements in Stories, such as polls and questions, and get a sense of which topics they are interested in.<\/p>\n <\/p>\n![\"IG_Algorithm_2\"](\"\/\/china-cms.oss-cn-hongkong.aliyuncs.com\/cc6cafcbf422e973\/IG_Algorithm_2.png?x-oss-process=image\/format,webp\/quality,q_100\")
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