AI Search
Learn how the Instagram algorithm works in 2026, what’s changed, and how to optimize content across Feed, Reels, Stories, and Explore.
To be loved is to be seen – but when the Instagram algorithm decides how many people see you, sometimes it’s tough to get that love (or even that like).
The good news? We’re pulling back the curtain on how the Instagram algorithm works. We’ll walk you through the ranking signals that matter, plus how to optimize your Instagram content for better reach.
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The Instagram algorithm is a series of AI-powered ranking systems that decide what each person sees across the app.
The order in which you see posts, Stories, and Reels is also decided by this ranking system: Instagram will show you content that ranks highest, first.
It does this by looking at a handful of key signals, including:
Ultimately, the goal of the AI algorithm is to keep you scrolling by showing you content that feels relevant, timely, and personal. What comes up on one person’s Explore page will be different from what comes up on yours.
Instagram doesn’t run on a single algorithm anymore. Instead, it uses several AI systems to decide what to show people next.
These AI systems look at different signals, then use that info to predict what content it thinks you’ll like.
But here’s the tricky part: each part of the app — Feed, Reels, Stories, and Explore — ranks content in its own way:
Across the app, the goal is still the same: keep you scrolling by surfacing content it thinks you’ll like.
The Instagram Feed algorithm works by pulling a pool of posts it thinks are relevant to you (both from people you follow and recommended accounts). From there, it looks at a handful of signals to decide the exact order those posts should appear.
According to Meta, Instagram pays close attention to:
Based on these signals, Instagram orders your feed content on your likelihood to:
Instagram also looks at negative signals, like how often users skip a post, scroll past it quickly, or bounce after a few seconds of viewing. These give the system clues about whether a post deserves to move up — or down — the feed.
And, to keep the Feed from feeling repetitive, the algorithm limits back-to-back posts from the same creator and blends content from followed and recommended accounts.
According to Adam Mosseri, Head of Instagram, there are two main ways content reaches people:
For both, the same signals matter most: watch time, likes, and shares (or sends).
Source: Adam Mosseri
So, when checking your insights, pay close attention to your average watch time, likes per reach, and sends per reach. These signals are key to understanding how your content performs and how often it shows up in users’ feeds.
The Instagram Reels algorithm uses AI to predict which videos are most likely to entertain you. It starts by gathering a pool of potential videos, then scoring and ordering them.
The signals are similar to Feed, but with an entertainment-first lens. Instagram looks at:
Using these signals, Instagram predicts how likely you are to:
The Reels you’re most likely to enjoy get pushed higher in the lineup.
Mosseri says your Reels should hit these basics if you want to show up in recommendations:
Source: Adam Mosseri
Since Instagram Stories only come from people you follow, the AI focuses on how close you are to each creator and how often you pay attention to their content.
Here are the signals that matter most:
According to Mosseri, the top ranking factors for Stories are how likely you are to tap into a Story, like it, or reply to it. Ultimately, Stories that spark action tend to move up.
Source: Adam Mosseri
For a complete list of all the story ranking signals, go to Meta’s Transparency Centre.
On the Explore Page, most posts come from accounts you don’t follow. So, the AI relies heavily on your past behavior to guess what you might like.
It looks at what you’ve interacted with before, then pulls in similar content to test what holds your attention. (Fun fact: Explore has the most ranking signals of any surface)
Here are the ones that matter most:
For the complete list of 36 ranking signals used to build your Explore Page, check out Meta’s Transparency Center.
Schedule posts, Reels, and Stories. Answer comments and DMs, and build beautiful reports. It’s so easy.
Instagram’s AI ranking systems are constantly changing, and new features are shaping how content gets ranked and recommended. Here are the latest updates.
Launched in December 2025, Your Algorithm gives users more control of their Reels algorithm. They can review topics Instagram thinks they care about, add new ones, or down-rank the ones they don’t want to see.
Source: Instagram
What marketers need to know: Reels need to match the topics your audience actively chooses, not just whatever Instagram predicts for them. If there’s a mismatch, your content is less likely to surface, even if it’s well made.
In late 2025, Instagram rolled out AI-powered translations for Reels. The feature can translate both text and audio into Hindi, Portuguese, English, and Spanish, with more languages on the way.
What marketers need to know: In a recent video, Instagram head Adam Mosseri called out translations as a tactic for boosting reach, since more people can understand and engage with your content. Even simple, clear captions can go a long way.
Source: Adam Mosseri
Instagram is putting more weight on shares as a ranking signal. This is because the platform wants to “inspire content that brings people together.”
For example, watching a funny video and sending it to a friend tells Instagram the content actually sparked a real connection, which is a stronger signal than simply tapping “Save.”
What marketers need to know: Kwok recommends social media teams brainstorm content that incentivizes Instagram users to share. That might be a relatable meme, a genuinely funny video, or a practical tip someone might send to a coworker or friend.
In 2026 and beyond, Instagram will focus more on creativity and connection, according to Mosseri. As Instagram’s AI gets smarter, the platform wants to push content that feels fresh, original, and made for Instagram (not recycled from elsewhere… *cough* TikTok).
What marketers need to know: “The algorithm will start prioritizing and rewarding content that is original and creative,” says Eileen Kwok, Social Marketing Specialist at Hootsuite. In practice, that means leaning into formats, pacing, and storytelling that feel made for Instagram.
Last year, Instagram introduced Trial Reels, which lets you create a Reel that is shown only to non-followers. As Adam Mosseri explains in the video below, it’s a great way to test if your content ranks highly before sharing it to your audience.
Source: Adam Mosseri
What marketers need to know: If a Trial Reel performs well with cold audiences, that’s a green light to post it broadly. Use this to test hooks, formats, or new ideas without risking engagement with your main audience.
Teen accounts were launched in late 2024/early 2025 with the intent to protect young internet users: they are “automatically set to more protective teen safety settings,” according to Meta.
What marketers need to know: Jason Fung, Marketing Coordinator at Black & White Zebra, says this launch is “a great reminder to reevaluate your current social content to ensure there isn’t harmful content that may affect your algorithm effectiveness for Gen Z.”
A strong Instagram marketing strategy starts with knowing what actually moves the algorithm.
That’s why we asked Eileen Kwok (Social Marketing Specialist at Hootsuite) and Jason Fung (Marketing Coordinator at Black & White Zebra) for advice on using the Instagram algorithm to your advantage.
Engagement (both outbound and inbound) is important when it comes to a post’s ranking. Replying to positive comments on your Instagram posts – even just to say thank you – helps give your content a boost.
Source: @bkind.products
Who this is for: Brands, businesses, and creators
Why it works: Connection and community go both ways — when you engage with your Instagram followers, they’ll engage back. This will lead to more comments on your posts, and a higher ranking on the IG feed.
How to do it: Reply to every comment you can, and encourage your followers to interact with your posts. “Consider including a CTA or posing a question in your caption,” Kwok suggests.
Feed content can be passed over with a quick scroll, so it’s important to deliver value as promptly as you can. “Remember you only have a couple seconds to capture your audience’s attention,” Kwok notes.
This Reel is just a single shot with a single line of text, but it’s very effective.
Source: @dohhut
Who this is for: Brands, businesses and creators
Why it works: One of Instagram’s ranking signals is how long a user spends viewing your post. When your content is too complex or (gasp) boring, you risk losing a wider audience (and losing points when it comes to ranking).
How to do it: “Be simple with your messaging,” Kwok recommends. Create clear, concise content viewers can immediately flag as interesting, entertaining or useful.
Reels can be up to 3 minutes, but experts recommend sticking closer to a minute and a half.
This Reel, for example, is less than 20 seconds.
Source: @jlpatisserieaz
Who this is for: Brands, businesses, and creators
Why it works: Short Reels are backed by the Instagram team: “Last year, Instagram released a ‘Best Practices’ feature for IG creators, and they made notes on posting shorter Reels, also echoed by Adam Mosseri,” says Fung.
Plus, one of Instagram’s ranking signals is how many times your video was watched in its entirety (the shorter your video is, the more likely viewers will watch till the end).
How to do it: Keep a 90-second time limit in mind when shooting the majority of your Reels, and consider making a series if your content doesn’t fit within that time frame.
A viewer will often watch a looped video more than once (especially if they don’t realize it’s looped at first).
I double-duck dare you to watch this one only once.
Source: ducks_in_space
Who this is for: Brands, businesses, and creators
Why it works: Fung explains that IG relies on watch times as a ranking signal, and looping your videos “stretches that time as much as possible.”
How to do it: End your video with a phrase or shot that blends seamlessly into the beginning — for example, if your video starts with, “Looping your Reel is the best way to hack the algorithm,” it could end with, “And that’s why — ”… you get it.
“Post consistently to remain as high as possible in your audience’s feed,” Fung explains. The more you post, the more opportunities viewers will have to see your content.
Instagram tends to show accounts with Stories currently posted first in search, too.
Who this is for: Brands, businesses, and creators
Why it works: A post from Mosseri stated “creators who post to Stories often see fewer unfollows than creators who don’t, which can lead to stronger growth over time.”
How to do it: Plan ahead and schedule your Stories to make sure you’re posting consistently, and consider sharing new posts as story reposts so your audience has more channels to view your content.
Too many Instagram Stories can be overwhelming for a viewer. When the story bars look tiny (like in the example below), users may lose interest.
Kwok backs this up: “The moment your Story slide count goes over five, you’ll start to notice a dip in views and engagement.”
Who this is for: Brands, businesses, and creators
Why it works: Instagram’s Story ranking signals take into account how many times a viewer has exited or swiped past your Stories, and your Stories won’t be given high priority if your audience is getting bored and giving up.
How to do it: Strategically plan your Stories out (a social media calendar can help with this) and focus on quality, not quantity. “Try to convey your message in a couple slides,” Kwok advises.
Our experts agree that engaging content is extremely important when it comes to Instagram Story ranking. After all, “Interactions increase how far up your brand appears in the user’s Stories bar,” says Fung.
Stories that use link stickers, like the one below, are also great for driving traffic to a website, contest, or online store.
Source: @vancouvermagazine
Who this is for: Brands, businesses, and creators
Why it works: The more people engage with your story through likes, comments, or sticker interactions, the higher Instagram will rank it — and more users will see it.
How to do it: “Get creative with different Story features,” Kwok suggests. “Set up polls, questions, and quizzes to spark engagement and start a conversation.”
“Saves signal huge interest and engagement,” says Fung. “Lean into content that users would want to save for later use.”
The below post is very save-able: it’s useful and informative.
Source: @the_foodiediaries
Who this is for: Brands, businesses, and creators
Why it works: Helpful content prompts your audience to hit “save.” The more saves your posts have, the higher your content will rank on the Instagram feed.
How to do it: Think tips and tricks, checklists, life hacks, infographics, how-to tutorials — anything that viewers would want to bookmark and remember for the future.
Brands that use carousels strategically often get the best engagement and highest rankings, Kwok notes.
The below post, for example, uses a cover that prompts users to scroll to the next slide.
Source: @madovermarketing_mom
Who this is for: Brands, businesses, and creators
Why it works: When users are incentivized to scroll through your carousel, they spend more time viewing your post (and this signals a higher ranking to Instagram’s AI systems).
How to do it: “Get creative with copy that entices users to continue scrolling through your carousel,” says Kwok.
While hashtags have value, social SEO reigns supreme. “It’s extremely important to write keyword-rich content to enhance content indexing by Instagram’s AI,” says Fung.
For example, this Reel uses keywords and relevant hashtags like “beginner arm workout,” “workout for women,” and “toned arms workout” to help reach the creator’s target audience.
Source: @caitiejunefit
Who this is for: Brands, businesses, and creators
Why it works: “It’s in your best interest to ensure all aspects of your brand/content are constantly optimized,” Fung explains. Using keywords in your bio and captions helps the platform determine what your content is about and who should see it.
How to do it: Use alt text whenever you can and ensure you’re including relevant keywords in your Instagram captions and hashtags.
Going viral isn’t an excuse to sit back and relax — in fact, it’s a great opportunity to make the most of the sudden influx of attention and engagement.
A Reel posted immediately after a viral Reel will often perform better than average, as exemplified below.
Source: @williammattarlawoffices
Who this is for: Brands, businesses, and creators
Why it works: Mosseri says that posting “in the next day or two” ensures that you’re capitalizing on your virality: your high-ranking viral video will prompt Instagram’s AI to rank your next few videos highly, too.
How to do it: Replying to comments with Reels is a simple way to piggyback off of a viral post.
“The first 3 seconds of your video is important,” says Kwok. This sentiment is backed by Instagram head Adam Mosseri.
Shock value can make an excellent hook. For example, milk where it doesn’t belong.
Source: @cozycookiesdelivery
Who this is for: Brands, businesses, and creators
Why it works: Engaging your audience in the first three seconds will capture their attention and make sure they don’t scroll away.
How to do it: Start your video with something exciting, funny, or surprising, and don’t be afraid to experiment. “Test to see what lands with your audience,” Kwok advises. Hootsuite can help you make sense of your Instagram analytics metrics.
Interacting with accounts that are relevant to yours (yes, including your competitors!) aids Instagram’s AI in figuring out what your content is about — and who cares about it.
Plus, it’s a way to use Instagram marketing to connect with others. “This will not only help with algorithms pushing your content, but it’s just generally a great practice for community and engagement-building,” says Fung.
Businesses in the wedding industry are really good at this kind of interaction: florists interact with photographers and planners to build their community and reach.
Source: @oliveandbeanphoto
Who this is for: Brands, businesses, and creators
Why it works: Fung explains that engaging with accounts in your niche will “help increase visibility and attract a relevant audience through algorithm relevancy.”
How to do it: Like, comment, and share posts from other brands working in or around your industry, as well as any influencers who focus on your niche.
Instagram no longer relies on one algorithm. It uses multiple AI-driven ranking systems across Feed, Stories, Reels, and Explore to figure out what people actually want to see. For brands, that means reach depends on how audiences actually interact with your content, not posting frequency or follower count alone.
Enterprise teams win by designing content for how people behave on each surface. Short, fast-paced videos tend to perform best in Reels. Stories work well as conversation starters. Feed posts should be worth saving or sharing.
Consistent testing, high-quality creative, and posting at the best times also matter.
The strongest signals are watch time, shares, saves, likes, and meaningful interactions like comments or replies. It also looks at how quickly people engage and whether they come back for more. The stronger the response, the more likely your content is to get pushed further.
Start by looking for drops in watch time, shares, and saves. Those are usually the first warning signs. From there, audit your content format, hook strength, and posting cadence. It’s also worth checking your Account Status to make sure your content is eligible for recommendations.
AI now powers almost every ranking decision on Instagram. It constantly learns from how people behave and adjusts recommendations in real time.
You can fix your Instagram algorithm (in other words, see more of what you want to see and less of what you don’t) by interacting with content that you like — like, comment on, share or send photos, Stories and Reels that you enjoy.
You can also hit “Not Interested” on Reels you don’t like or mute accounts you don’t want to see. The AI ranking system will read these signals and alter the kind of content it serves on your Instagram account.
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Alyssa is a freelance writer, editor and illustrator based in Vancouver, BC. Her portfolio ranges from lifestyle articles to travel journalism to restaurant reviews to technical writing to editing annual reports for non-profits—she wears a lot of hats (metaphorically… in real life, she rarely wears hats).
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