Instagram recently unveiled insights into how its Reels algorithm works, and the revelations have major implications for content creators, brands, PR agencies and marketers. 

The biggest takeaway? Average Watch Time, Likes Per Reach, and Sends Per Reach are the three most important metrics for getting your content seen. While many had previously focused on shares, the reality is more nuanced.

Source: Instagram Ranking Explained, Instagram Announcements.

To maximize reach, it's key to understand Instagram’s ranking system. The platform operates on two levels:

• Connected Reach: Your followers who actively engage with your content.
• Unconnected Reach (Recommendations): People who don’t follow you but may be interested in your content.

 

While watch time is the most critical metric across both categories, likes are more important for Connected Reach, whereas sends are more important for Unconnected Reach. Understanding this difference will help you tailor your content strategy accordingly.

Instagram’s Algorithms: Breakdown

Instagram doesn’t use a single algorithm to rank content; rather, it uses multiple algorithms depending on the content type. Let’s explore each one and how to make it work in your favor.

Source: Instagram Ranking Explained, Instagram Announcements.

Instagram Feed Algorithm

 

The Feed consists of posts from accounts a user follows, sprinkled with recommended content. The main ranking factors include:

• User Activity: Posts the user has liked, shared, saved, or commented on.
• Post Information: Popularity, engagement rate, post timing, and location.
• Account History: Previous engagement with the creator.
• Predicted Interactions: Instagram estimates how likely a user is to interact with a post based on past behavior.

Tips to Optimize Feed Ranking

• Post when your audience is most active.
• Encourage meaningful interactions (likes, comments, shares, saves).
• Use compelling captions and CTAs.

Example: How to Optimize Your Instagram Feed Ranking

Let’s say you’re a fitness coach who wants to increase engagement and visibility on Instagram. Here’s exactly how you can apply the Feed Algorithm to your content strategy:

Step 1: Post When Your Audience is Most Active

You check your Instagram Insights and see that most of your followers are active between 6 PM and 9 PM. Instead of posting randomly, schedule your content during this peak time to maximize reach. engagement patterns.

 

✅ Action: You can use Instagram’s scheduling tools or a platform like Influencity. We have an amazing social media planner to determine the best times to post by analyzing your audience and performance across each social media channel.

Step 2: Encourage Meaningful Interactions

Instead of just posting a workout video with a generic caption like "Try this leg workout!", make it engaging:

•  “Who’s up for a leg day challenge? Comment ‘💪’ if you’re in!”
•  “What’s your favorite leg exercise? Drop it in the comments!”

 

✅ Action: Ask questions, encourage shares, and use interactive elements like polls in Stories to boost engagement.

Step 3: Use Compelling Captions and CTAs

Instead of posting a plain image of a meal with the caption "Healthy dinner idea", try:

• Storytelling: “Struggling with meal prep? This high-protein dish saved my week! Here’s how to make it in 10 minutes…👇”
• Call to Action (CTA): “Save this for later and tag a friend who needs easy meal ideas!”

 

✅ Action: Write captions that spark curiosity, encourage conversations, and drive saves and shares.

Step 4: Leverage Account History & Predicted Interactions

You notice that your past motivational posts get lots of saves and shares. Since Instagram recognizes this as content your audience enjoys, continue posting similar motivation tips, ensuring they see more of your content in their Feed.

✅ Action: Analyze best-performing posts to create more content in the same style. Influencity can also help you identify top-performing posts by analyzing feed and historical posting data.

Instagram Stories Algorithm

 

Stories appear at the top of the app and are primarily viewed by close connections. The ranking signals include:

• Viewing History: How often a user watches your stories.
• Engagement History: Responses, reactions, and interactions.
• Closeness: Relationship strength between user and creator.

Tips to Optimize Stories:

• Use interactive stickers (polls, questions, quizzes).
• Post consistently to stay at the top of the Stories Tray.
• Encourage DMs through engagement-driven content.

Example: How to Optimize Your Instagram Stories Ranking

Let’s say you’re a food creator who wants to keep your audience engaged and ensure your Stories appear at the top of their feed. Here’s exactly how you can apply the Stories Algorithm to maximize visibility:

Step 1: Use Interactive Stickers to Boost Engagement

You just made a delicious extra cheese pizza and want to get your audience involved. Instead of just posting a picture, use interactive stickers like:

• Poll: “🍕 Cheddar or mozzarella – which team are you on?”
• Question Box: “What’s your favorite pizza cheese? Drop your answer below!”

💡 Why it works: The more people interact with your Stories, the more likely Instagram is to prioritize your content in their Stories Tray.

Step 2: Post Consistently to Stay Visible

Rather than posting all your Stories at once, space them out throughout the day to keep appearing at the top of the Stories Tray.

• Morning: Share a behind-the-scenes look at your grocery haul.
• Afternoon: Post a poll asking followers to vote on your next recipe.
• Evening: Share the final dish and ask for feedback.

💡 Why it works: Posting at different times increases the chances that your audience sees your Stories throughout the day.

Step 3: Encourage DMs to Strengthen Closeness

You’re hosting a recipe challenge and want to encourage direct messages. Instead of just announcing it, make it engagement-driven:

• “Want my secret pizza dough recipe? DM me ‘PIZZA’ and I’ll send it over!”
• “Tell me your favorite comfort food in DMs—I’ll suggest a quick and easy recipe for you!”

💡 Why it works: Instagram prioritizes Stories from accounts that users frequently message, so encouraging DMs strengthens your relationship ranking.

Instagram Explore Algorithm

Explore is designed to introduce users to new content and accounts. The ranking factors include:

• Post Popularity: Engagement levels determine visibility.
• User Activity: Instagram assesses past likes, shares, and comments.
• Interaction History: Any prior engagement with the creator.
• Account Popularity: Accounts with higher engagement tend to rank better.

Tips to Optimize Explore Visibility:

• Use trending hashtags and keywords.
• Post high-quality, engaging visuals.
• Create content that sparks conversation and reactions.

Example: How to Optimize Your Instagram Explore Ranking

Let’s say you’re a travel creator who wants to expand your reach and get featured on Instagram’s Explore Page. Here’s how you can use the Explore Algorithm to boost your visibility:

1) Focus on Post Popularity: Create engaging Content That Gets Reactions

📌 Example: Instead of posting a generic beach photo with the caption “Sunsets are beautiful”, make it engaging:

• Storytelling Caption: “This hidden beach in Bali took 3 hours to find… and it was worth every step! Who’s up for an adventure? 🌊✨”
• Call to Action (CTA): “Tag your travel buddy who NEEDS to visit this place!”
• Engagement Booster: Include a poll in Stories: “Would you rather visit Bali or Greece? 🇮🇩 🇬🇷”

💡 Why it works: Posts with high engagement (likes, comments, shares, and saves) are more likely to be featured on Explore.

2) Leverage User Activity: Tap Into Past Engagement Patterns

📌 Example: If your sunset photos always get more likes and comments, lean into that trend:

• Recreate your best-performing posts with different angles or locations.
• Engage your audience in the comments: “Which sunset spot should I visit next? Drop your recommendations below!”
• Reshare in Stories: Boost engagement by adding a “Vote for your favorite” sticker.

💡 Why it works: Instagram prioritizes content that aligns with user interaction history, showing them more of what they already engage with.

3) Strengthen Interaction History: Build Relationships with Your Audience

If followers engage with your travel tips, keep them coming:

• Post an engaging Reel: “5 travel hacks I swear by! ✈️”
• Encourage DMs: “Need a budget travel itinerary? DM me ‘PLAN’ and I’ll send you my free guide!”
• Reply to comments & DMs: Instagram rewards consistent interaction with followers.

💡 Why it works: Accounts with strong interaction history appear more frequently in Explore for engaged users.

4) Boost Account Popularity: Use Trending Hashtags & Keywords

📌 Example: Instead of using #travel, which is too broad, use:

• Niche Hashtags: #SoloTravelTips #HiddenGemsBali #BackpackerLife
• Geotags: Tagging locations makes your posts more discoverable in Explore.
• Trending Keywords: “Best travel hacks for 2025” in your captions and alt text.

💡 Why it works: Instagram uses hashtags, keywords, and geotags to categorize and recommend content to interested users.

Instagram Reels Algorithm

 

Reels are Instagram’s answer to TikTok, with an algorithm designed to maximize entertainment value. The key ranking signals are:

• User Activity: Likes, shares, comments, and engagement.
• Interaction History: Past interactions with the creator.
• Reel Information: Audio, visual effects, and post popularity.
• Account Popularity: Accounts with high engagement have better reach.

Tips to Optimize Reels:

• Focus on watch time—keep viewers engaged till the end.
• Use trending audio and effects.
• Create shareable, relatable content.
• Keep Reels as long as necessary for the story—no fluff.

Example: How to Optimize Your Instagram Reels Ranking

Let’s say you’re a fitness creator who wants to increase engagement and visibility on Instagram Reels. Here’s exactly how you can apply the Reels Algorithm to maximize your reach:

Step 1: Focus on Watch Time—Keep Viewers Engaged Until the End

You’re posting a 30-second fat-burning workout Reel. Instead of jumping straight into exercises, you hook viewers with:

• Strong Introduction: “🔥 Want to burn 500 calories in 5 minutes? Let’s go!”
• Quick Cuts & Fast-Paced Edits: No long pauses—keep the energy high.
• Progress Countdown: “Almost there! Don’t stop now! 💪”

💡 Why it works: Instagram prioritizes Reels that people watch till the end, so keeping the content dynamic boosts performance.

Step 2: Use Trending Audio and Effects

You notice that a viral workout remix is trending. Instead of using generic music, you:

• Select a trending high-energy song for your workout.
• Sync exercise transitions with beat drops to keep viewers engaged.
• Add captions & animations to highlight key moves.

💡 Why it works: Instagram boosts Reels that use popular sounds and effects, helping you reach a wider audience.

Step 3: Create Shareable & Relatable Content

Instead of posting a generic workout, you make it relatable:

• “The struggle of getting through leg day…😂” (Funny skit)
• “Tag a friend who needs to try this killer core workout!” (Encourages sharing)
• “POV: You said ‘just one set’ but now you’re on your third round 😅” (Relatable moment)

💡 Why it works: People share Reels that are funny, useful, or relatable, which increases sends per reach, a key ranking factor.

Step 4: Keep Reels as Long as Necessary—No Fluff

You’re sharing a beginner-friendly HIIT workout. Instead of dragging it out, you:

• Stick to 30-45 seconds for maximum engagement.
• Remove unnecessary pauses and keep instructions clear & concise.
• Use on-screen text for quick step-by-step guidance.

 

💡 Why it works: Instagram rewards engaging, well-paced Reels—longer isn’t always better!

Winning on Instagram in 2025

1. Embrace the Fundamentals

Success on Instagram comes down to the fundamentals:

• Create can’t-miss ideas that drive engagement.
• Use strong hooks (visual, audio, storytelling).
• Align content length with the story’s needs.
• Showcase emotional benefits of your brand.

Real-Life Instagram Example: Gymshark @gymshark (Fitness Apparel)

Gymshark is a perfect example of embracing Instagram fundamentals to drive engagement and build a loyal community. Here’s how they apply these strategies:

1️⃣ Create Can’t-Miss Ideas That Drive Engagement

Gymshark posts interactive fitness challenges like: “Can you hold a plank longer than our athlete? Tag a friend and try it!”

• This encourages comments, tags, and shares, which boosts engagement.

2️⃣ Use Strong Hooks (Visual, Audio, Storytelling)

Instead of a basic workout video, they use:

• Fast cuts & engaging visuals to grab attention in the first 3 seconds.
• Trending audio that makes viewers stop scrolling.
• Captivating captions, e.g., “This workout will change your leg day forever. Try it now!”

3️⃣ Align Content Length with the Story’s Needs

Gymshark posts different types of content tailored for impact:

• Reels (15-30 sec): Quick, engaging workouts or transformation stories.
• IGTV/Longer Videos (1-3 min): In-depth athlete interviews or workout tutorials.
• Carousels: Step-by-step exercise guides with visuals.

4️⃣ Showcase Emotional Benefits of the Brand

Instead of just promoting clothing, they highlight:

• Real transformations: Sharing customers’ fitness journeys.
• Community impact: Featuring Gymshark athletes supporting each other.
• Empowering messaging: “Your progress is YOURS. Keep pushing.”
  
  

2. Diversify Your Content

Instagram favors creators who use all its features. Incorporate a mix of:

• Reels for reach and engagement.
• Stories for intimate connections.
• Feed posts for brand storytelling.
• Carousels for high-value content.

Real-Life Instagram Example: Nike @nike (Sportswear & Lifestyle)

Nike is a powerhouse when it comes to leveraging all of Instagram’s features to maximize reach, engagement, and brand storytelling. 

1️⃣ Reels for Reach & Engagement

Nike posts high-energy, short-form videos showcasing athletes and motivational moments.

• Reel Title: “No Excuses. Just Do It.”
• Trending audio + fast cuts to grab attention.
• Call to Action (CTA): “Tag someone who needs this motivation today!”

2️⃣ Stories for Intimate Connections

Nike uses Stories to engage followers daily with:

• Behind-the-scenes content (e.g., athlete training clips).
• Polls & Q&As (e.g., “Which sneaker drop are you most excited for?”).
• Countdowns for product launches.

3️⃣ Feed Posts for Brand Storytelling

Nike shares inspiring athlete journeys and impactful campaigns through high-quality images and videos.

• Post Title: “Serena Williams: Greatness doesn’t ask for permission.”
• Captivating captions that tell a deeper story.
• Emotional connection with their audience.

4️⃣ Carousels for High-Value Content

Nike posts step-by-step training guides in carousel format.

• Slide 1: “Master Your Sprinting Technique 🏃‍♂️”
• Slide 2-5: Breaks down key drills with visuals & text overlays.
• Slide 6: “Save this for later & share with a teammate!”

3. Leverage Data & Insights

• Use Instagram Insights or platforms like Influencity, which help you track engagement trends.
• Identify high-performing content and replicate its success.
• Test different content types and formats.

Real-Life Instagram Example: Sephora @sephora (Beauty & Cosmetics)

Sephora is a prime example of how leveraging data and insights can optimize Instagram content strategy and boost engagement. 

1️⃣ Use Instagram Insights or Platforms to Track Engagement Trends

Sephora regularly analyzes Instagram Insights to see what types of content get the most engagement.

• Findings: Tutorials, product swatches, and influencer collaborations get the highest interactions.
• Action: They create more of these high-engagement posts while reducing content that underperforms.

2️⃣ Identify High-Performing Content & Replicate Success

A Reel featuring a makeup transformation using a trending eyeshadow palette goes viral.

✅ What worked?

• Fast-paced, engaging editing.
• Trending audio to increase discoverability.
• Before-and-after transformation for a wow factor.

✅ What they did next:

• Created similar transformation Reels for other trending products.
• Encouraged influencers to recreate the look.
• Featured user-generated content (UGC) of customers using the same palette.

3️⃣ Test Different Content Types & Formats

Instead of relying only on product shots, Sephora experiments with:

• Reels: Quick makeup tutorials & trend-based content.
• Carousels: Step-by-step beauty guides.
• Stories: Polls & Q&A about skincare routines.
• Live Streams: Expert beauty Q&As and product launches.

Real-Life Instagram Example: Glossier @glossier (Beauty & Skincare)

Glossier is a master at leveraging Instagram data and insights to optimize content, engage their audience, and boost brand loyalty. 

1️⃣ Use Instagram Insights to Track Engagement Trends

Glossier frequently analyzes which posts get the most engagement (likes, comments, shares, saves).

• Findings: Product tutorials and user-generated content (UGC) perform best.
• Action: They double down on tutorial Reels and customer reviews.

2️⃣ Identify High-Performing Content & Replicate Success

Glossier noticed that a Reel featuring their "Cloud Paint" blush tutorial went viral.

✅ What worked?

• Short, engaging format (10 seconds).
• Trendy audio + aesthetic visuals.
• Simple, step-by-step application guide.

✅ What they did next:

• Created similar Reels for other products (lip gloss, serums, etc.).
• Turned the concept into a Carousel for in-depth product breakdowns.
• Shared user-generated versions of the tutorial in Stories.
  
  

3️⃣ Test Different Content Types & Formats

Instead of relying only on product photos, Glossier experiments with:

• Reels: Quick tutorials & product showcases.
• Carousels: Before-and-after skincare results.
• Stories: Polls & Q&A for real-time engagement.
• Live Streams: Behind-the-scenes looks at product launches.

5. Optimize Posting Times

• Find when your audience is most active using analytics.
• Post at optimal times to increase reach.

Real-Life Instagram Example: Starbucks @starbucks (Coffee & Beverages)

Starbucks is a prime example of how optimizing posting times can maximize engagement and reach. 

1️⃣ Find When Your Audience is Most Active Using Analytics

Starbucks analyzes Instagram Insights to determine when their audience is most engaged.

• Findings: Their followers are most active in the morning (7-10 AM) and mid-afternoon (2-4 PM)—when people typically grab coffee.

✅ Action: They schedule posts to align with these time frames.

2️⃣ Post at Optimal Times to Increase Reach

Starbucks times their content strategically based on behavior trends:

• Morning (7-10 AM): Posts featuring coffee & breakfast pairings to engage early risers.
• Afternoon (2-4 PM): Posts about seasonal drinks or discounts to attract mid-day coffee drinkers.

6. Stay Authentic & Consistent

Authenticity drives engagement. Stay true to your brand and post consistently to keep your audience engaged.

Real-Life Instagram Example: Patagonia @patagonia (Outdoor Apparel & Environmental Activism)

Patagonia is a perfect example of how staying authentic and consistent builds a loyal Instagram following.

1️⃣ Authenticity Drives Engagement

Instead of just promoting products, Patagonia focuses on storytelling and environmental activism, aligning with their core values.

• Post Example: A powerful image of a hiker in nature with the caption:
• “The planet needs us. We’re donating 100% of today’s sales to grassroots environmental groups. #ProtectOurHome”
• Why it works: Their audience connects deeply with their mission-driven content, leading to high engagement and shares.

💡 Lesson: Authenticity fosters trust and brand loyalty—people engage more when they believe in your message.

 

2️⃣ Stay Consistent to Keep Your Audience Engaged

Patagonia posts regularly with a mix of:

• Reels: Adventure footage, behind-the-scenes sustainability efforts.
• Stories: Customer testimonials and action-driven campaigns.
• Feed Posts: Stunning outdoor photography + strong social impact messages.

Instagram Algorithm FAQs: How to Optimize Your Content for Maximum Reach

Here are some frequently asked questions to help you navigate the platform effectively:

1. Does Instagram Prefer Photos or Videos?

Instagram does not inherently favor photos over videos or vice versa. The algorithm tailors content based on individual user preferences. If a user engages more with videos, their feed will feature more video content, and the same applies to photos. However, studies have shown that videos often receive higher engagement rates compared to photos.

2. Do Instagram Stories and Live Videos Impact Content Ranking?

Using features like Stories and Live videos can enhance your overall presence on Instagram. While these formats have their own algorithms, engaging content in Stories and Live sessions can lead to increased interactions, which may positively influence your content's visibility across the platform.

3. Are Business and Personal Accounts Treated Differently by the Algorithm?

Instagram's algorithm does not prioritize content from business accounts over personal accounts. Switching between account types does not inherently affect your content's reach. Focus on creating engaging content and fostering interactions to improve visibility.

4. How Does the Algorithm Determine the Order of Story Viewers?

Initially, Instagram lists story viewers in chronological order. After a certain number of views, the order shifts based on factors such as interactions and engagement history. Users who frequently engage with your content are more likely to appear at the top of the viewer list.

5. What Are 'Suggested Posts' and How Are They Chosen?

'Suggested Posts' are recommendations that appear in your feed based on your interactions, such as likes, comments, and follows. The algorithm analyzes your activity to present content from accounts you don't follow but might find interesting. This feature aims to enhance user experience by introducing relevant content.

6. How Can I Optimize My Content for Better Reach?

To improve your content's reach, consider the following strategies:

• Engage Your Audience: Create content that encourages likes, comments, shares, and saves.
• Use Relevant Hashtags: Incorporate hashtags that align with your content to increase discoverability.
• Post Consistently: Maintain a regular posting schedule to keep your audience engaged.
• Leverage New Features: Utilize Instagram's latest features, such as Reels and interactive stickers, to boost visibility.

7. Will Posting Too Frequently Affect My Content's Ranking?

Posting frequency does not directly lead to a decrease in content ranking. Instagram aims to keep users' feeds diverse and may distribute posts from the same account to prevent redundancy. Maintaining a consistent posting schedule can help keep your audience engaged without overwhelming them.

Conclusion

Instagram’s algorithms prioritize quality content that fosters engagement. Rather than trying to "hack" the system, focus on creating content that is entertaining, valuable, and shareable. If you get the fundamentals right, the algorithm will work in your favor.

Fundamentals, just fundamentals.