Social media algorithms, in essence, are systems of organizing content based on how relevant they are to a user as compared to when they are posted. Back then when giants like Facebook, Twitter, and Instagram were on the rise, contents were arranged chronologically.
Algorithms are constantly changing. Whether you are a content creator or a casual user, this bit should be on your mind. You see, through the years, people began to scroll through their feeds so much that reaching the previous day’s content --which they have already seen --was normal already.
This severely impacted the on-screen time of people since they would simply leave once they start seeing the posts that they have seen already. Things had to change, but why exactly?
THE MAIN GOAL OF INSTAGRAM
Instagram is, first and foremost, a business. Much like any profitable app out there today, Instagram makes money through ad revenues.
"The more people present on the platform, the more revenue the platform gets from advertisers. More than that, the longer the people are on the platform, the more ads."
This is where the algorithm enters the picture. By customizing the content that people see, you make the feeds more interesting and less time-bound. It keeps people engaged and happy all while Instagram gets their influx of income from the volume of people.
HOW THE ALGORITHM WORKS
As we mentioned, the main goal of the algorithm is to systematically categorize which content is good and which content is not fit for a certain user.
This makes platforms smarter and more clever when it comes to showing content to people.
The Instagram Algorithm determines whether a post is interesting based on four metrics: saves, shares, comments, and likes. We’ll dive into this later on.
For now, just know that these are the main “senses” of Instagram to get a picture of how a post is doing.
Once you post a picture, Instagram automatically shows it to a certain number of your followers --most likely the ones you interact with the most. If the post is received well because it showed good numbers on the factors we mentioned in the last paragraph, it gets shown to another audience. As long as it keeps getting good numbers, Instagram will continue showing it to more users, and that’s how the algorithm produces a viral post.
This is the case for Instagram posts. IGTV Videos, Stories, and other content types have their own world but the principle behind their algorithms are the same. As long as they show increasing numbers, they will be shown to others.
ANATOMY OF AN INTERESTING POST
An interesting post is not determined by its contents, at least that’s the case for Instagram. A post or content will only be interesting in the eyes of Instagram if it has great numbers for saves, shares, comments, and likes.
Saves are the ones you should be aiming for if you want to be viral. The Instagram Algorithm prioritizes saves more than the other three factors. If a post is getting saved a lot of times, it means that it has tons of value with the possibility of long-term engagement.
Feel free to check your saved posts right now to see what we mean.
Next up in the hierarchy are shares and comments. These two are a little equal when it comes to prioritization. If a post is getting shared a lot of times, it goes to show that it is relevant. If it gets a lot of comments, it means it’s generating buzz --which is something that Instagram wants. Note, however, that when the algorithm tallies comments, they only count those with three words or more. Lastly, we have the likes. Likes are good for the ego but Instagram has learned to disassociate this particular measure with interest. Liking is the easiest thing to do on Instagram so it’s really more of a surface level determinant of reach more than a contributor of virality.
GETTING ON INSTAGRAM'S GOOD SIDE
To end this, let me give you a couple of tips to get on Instagram’s good side. To put it simply, these are some of the things you need to do in order to look good in the Algorithm’s eyes.
First up, work with the latest features. If Instagram is promoting a new avenue for content, jump onto it and try it out. Second, post consistently but not constantly or too much to be tagged as a spammer. Lastly, interact with who you follow and interact with your followers. This gives the algorithm an idea of how active you are and believe me, you will get rewarded for that one way or another.
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