INSTAGRAM DEMYSTIFIED
It’s easy to get caught up in the myths and rumours around how Instagram shares content. In fact, sometimes it’s easier to blame its algorithm than it is to question content performance. Before you (incorrectly) leap in to suggest the platform is at fault, let’s look at the facts.
It’s crucial to remember that only 2% of users on Instagram can be defined as creators, and that the platform is optimised for the 98% – recreational users. These people are your audiences, your following and the people who interact with your content. Their needs are more important than yours, because there are more of them than there are of you (creators) – pure and simple.
Most people aren’t content marketers, social media experts or obsessive A/B strategy testers – they’re just normal people documenting their lives online. So, it stands to reason that Instagram is often faced with questions about why people experience their feeds in certain ways, and this week the platform has been encouraging creators to get deeper and gain access to what goes on behind their individual accounts. Instagram have made it clear that there’s no single answer that applies to everyone, but with transparency comes the opportunity to understand more of the how’s and why’s.
So, let’s get started…
1. How Instagram Ranks Content (the algorithm)
Firstly, there is not just one single machine that decides which content you see in your feed. However, there are some fundamental cues used to rank content by the different algorithms.
Your activity (as a user, not just as a creator); what you’ve liked, shared and engaged with recently
Your history with other accounts (same rule applies)
Information about the content, such as the title, tags, how popular the post has already been, the length, when it was posted
In addition, there are two basic types of algorithm used to order the content that appears to users. The first applies to the grid and Stories.
Focused on timely, relevant, and appealing content
Prioritises people you’re building relationships with, taking cues from vital signs that let IG know you’re interested in certain accounts (friends, family, colleagues, influencers, celebrities you interact with) and have been investing time in those relationships, such as liking, commenting and DM-ing.
Highlights the things you’re most likely to want to see at the top or beginning of your feed
All content from the people you follow is there and available in your feed, depending on how deep you scroll
The second applies to the Explore page and Reels.
Focused on fun, creative, surprising, magical content
Presents opportunities to discover new communities to engage with, outside of the people you currently follow
Guided by your interests and will evolve over time
All algorithms on the platform work differently depending where you’re based, who you are and what you’re interested in, but the basic principle is straightforward: it’s artificial intelligence that learns from your own interactions and behaviour, observing and making predictions of what you want to see to create the best experiences wherever and however you show up in Instagram.
2. Shadow-banning
In a recent Creator Week panel, Instagram touched on shadow-banning as a term that people describe several different experiences on Instagram. According to the platform, this low-visibility mode happens when content breaks community guidelines, but it’s well known that the system of regulation struggles to differentiate between content that is sex-positive/body-positive and actually inappropriate posts. This phenomenon has left whole communities of Instagram users feeling confused, victimised and censored as it effectively means that they could diligently post in-line with the platform’s best practice advice and still have content taken down.
Interestingly, the platform openly admitted that not enough had been done to explain why they take down content and restrict things, and what’s actually permissible on Instagram. They get millions of reports about content every day, so if even a small percentage are incorrectly judged then this translates to a huge number of users that are receiving flags on their content.
In 2020, Instagram introduced an Equity team to address the challenges that people from marginalised backgrounds experience on Instagram and find policy, programmatic and community solutions to ensure that people feel safe and supported. Content reports are resolved by a mix of automated systems and real people to review and draw conclusions. are constantly evolving as people use the platforms.
As well as the Community Guidelines, there are also a number of Recommendations Guidelines that apply to content that users haven’t chosen to see, such as on the Explore page or Reels vertical, to take into consideration. These include:
Content that impedes our ability to foster a safe community
Sensitive or low-quality content about Health or Finance
Content that users broadly tell us they dislike such as clickbait, engagement bait, promoting a contest or giveaway
Content that is associated with low-quality publishing
False or misleading content
Violation of any of the above will likely mean that content is downgraded and will reach fewer people even if it isn’t harmful enough to be completely removed.
In the recent Q&A with Adam Mosseri during Creator Week, when asked about shadow-banning he explained that
“Bias can creep in in many ways. Some labellers and classifiers used by Instagram [on content] can be biased, and we’re trying to have a broad set of different labellers based on a multitude of cultures and places around the world to avoid this continuing to happen.”
Instagram does encourage users to appeal if a mistake has been made as any decision can be reevaluated once users submit more information or evidence and the platform have made the commitment to prioritise these issues, so we hope that with systemic intervention these policies will become more nuanced.
3. How to Influence What You See on Instagram
Since the change from a chronological feed to algorithm-assisted took place back in 2017, there have always been users lamenting the “new” way of doing things. But there are simple ways to signal who your preferred users are.
Choose your Close Friends
Turn on notifications for users within the app
Mute people you don’t want to see content from
Tell the algorithm you’re “Not Interested” when it serves content that you don’t want to see. This action will affect your recommendations going forward.
Machine-learning means that you can tell Instagram what it is that you want to see. If it isn’t showing up in your feed it means the platform doesn’t know you want to see it!
4. How to Influence Where You’re Seen on Instagram
We’ve seen plenty of influencers reporting that the algorithm is working against them, or a post hasn’t been served to their core audience. But once you understand the algorithm and the cues that different systems take from how people act and react, there is no need to feel persecuted by Instagram as it simply isn’t the way it works.
Indeed in some cases, when an influencer posts that their reach and engagement are declining, this signals that the person is not an authority in their niche and people aren’t seeking out or reacting to their content. There are more influencers than ever before so with that comes more competition for engaged audiences.
During Creator Week, Adam Mosseri pointed out that “we can’t guarantee stable reach. It’s not that we don’t want to but even if we changed how ranking works, the fact is there are more users than ever on Instagram”. It makes sense, if there are more creators then it’s natural that there will be more competition for engaged audiences.
It’s so crucial to remember that Instagram reach is not just a number, they’re actual people (hopefully) genuinely reacting to content – a quality audience that interacts with and genuinely trusts content is just as valuable as a huge reach. It’s another different facet that influencers can lend to brands when they understand what they have to offer.
There are ways to grow on Instagram and influence how where content appears in people’s feeds, including
Using different surfaces (grid, Stories, Reels IGTV, Live) and content verticals (static images, carousels, videos) to diversify your impact
Looking to see all different avenues as people are interested in different things, intimately widening the net of how people can find you
Showing personality so your content stands out when you appear to new audiences. There’s no point in creating lots of long-form video content if it isn’t immediately interesting as the first 2-seconds of a clip needs to capture users as they scroll.
Create content that suits the different surfaces
And for us, the vastly overlooked option: Building and interacting with your community. Audiences like to feel listened to, so talk to them. Interact with their comments, questions – pay them some attention. The algorithm will see this interaction, and assuming it was a positive experience for both parties, your content will most likely be prioritised on their feed in the future.
…And What Not To Do
Growth-hacking tactics like following too many new accounts or liking too many posts are both against Instagram’s community guidelines, but there’s another excellent reason to avoid trying to hack reach or engagement.
When reviewing influencer content, we always look to check how authentic engagement is, from audience growth to comments. When influencers have joined an engagement pod (where creators religiously interact with each other’s content to artificially ensure a level of engagement) it’s not that the algorithm knows you’re trying to game the system, but if you’re doing things that will put content in front of people who don’t necessarily want to see It, then you’re potentially gaining reach but downgrading your authentic engagement. This means that even good quality content could perform poorly as a result.
The current Instagram systems are far from perfect for influencers and everyday users, but we’re excited by the work they’re doing on equity, inclusion and opportunities for influencers coming in the near future. If you want more advice on influencer marketing strategy get in touch with the team at hello@oneroofsocial.com, or look out for our upcoming e-book, The Foundations of Influencer Marketing. Sign up to our newsletter here for more updates.