Decoding the Instagram Algorithm in 2024
Published on July 19, 2024·8 min read
The Instagram algorithm can feel like a mysterious black box. One day your reach is soaring, the next it plummets. While Instagram keeps the exact formula under wraps, its leaders have shared key insights into how it works. Here's what you need to know to succeed in 2024.
It's Not One Algorithm, It's Several First, let's clear up a common misconception: there isn't one single algorithm. Instagram uses different algorithms for different parts of the app: Feed, Reels, Explore, and Stories. Each is optimized for how people use that specific feature.
What Matters for Reels Reels are Instagram's primary discovery engine. The goal of the Reels algorithm is to entertain you. The most important factors are: * **Watch Time:** Did the viewer watch your Reel all the way through? Did they re-watch it? This is the most crucial metric. * **Engagement:** Likes, comments, shares, and saves are strong signals. Comments are particularly valuable. * **Audio Usage:** Using a trending audio track can give your Reel a significant boost in the early hours. You can find these with our [Forecast tool](/) * **Originality:** Instagram is now prioritizing original content over reposted videos from other platforms (like TikTok). Avoid videos with watermarks!
What Matters for Feed Posts (Images & Carousels) The Feed is designed to show you content from the accounts you care about most. The algorithm prioritizes posts from friends, family, and accounts you interact with regularly. * **Interaction History:** How often do you like, comment on, or DM this account? * **Time Spent:** How long do viewers spend looking at your post? Carousels are great for this, as they encourage swiping and longer viewing times. * **Saves:** Saves are a "super-like" in the eyes of the algorithm. It signals that your content is highly valuable.
What Matters for Stories Stories are for sharing moments with your closest followers. Reach is primarily determined by your relationship with the viewer. * **Engagement:** Polls, quizzes, question stickers, and sliders are not just for fun—they are powerful signals to the algorithm that people are actively engaging with your content. * **Replies and DMs:** When someone replies to your Story, it's a very strong signal of a close relationship.
**Key Takeaway for 2024:** Stop trying to "beat" the algorithm. Instead, focus on creating high-quality, engaging, and valuable content for your target audience. When you serve your audience well, the algorithm will reward you. For more on this, check out our article on [building a community, not just a following](/blog/build-a-community-not-a-following).