I’m sure I’m not alone in saying the Instagram algorithm is getting me down at the moment, it really is. I pour so much time and effort into my posts and at the moment I’m seeing them get sometimes half the amount of likes they were receiving 8-10 months ago. So why is this happening and what can we do about it?
What is the Instagram algorithm?
To start with, there isn’t a single algorithm that controls Instagram, but many. The algorithms are the reason you see X posts on your feed, the reason your post reaches X audiences and the reason you find the new accounts you do on the explore page.
Why isn’t the Instagram algorithm in chronological order?
This is something I see a lot of users complaining about, and actual, I don’t think it should be in chronological order. With so many users, a newsfeed being based on time posted would mean your post would have a very short shelf life, similar to Twitter. Instagram themselves have worded it best:
“When we first launched in 2010, Instagram was a single stream of photos in chronological order. But as more people joined and more was shared, it became impossible for most people to see everything, let alone all the posts they cared about. By 2016, people were missing 70% of all their posts in Feed, including almost half of posts from their close connections. So we developed and introduced a Feed that ranked posts based on what you care about most.” [Source material]
Why is the Instagram algorithm making my posts perform differently?
The Instagram algorithm is constantly changing and adapting to suit the majority of its users. Despite what most people may think/have experienced, the algorithm wants to help creators. Instagram has said this themselves, “We want to make the most of your time, and we believe that using technology to personalize your experience is the best way to do that”, [source material]. This is a system they have set up to benefit users, however, it is a trial and error process which is why users will see their content’s engagement fluctuate.
Instagram is always trying new things and even admit themselves they need to “make fewer mistakes”. So whilst it may seem they’re trying to do everything to prevent your content from being seen, it’s probably the opposite. It’s a tricky platform to master and balance with so many users, so they try new things often and this is why we see changes in our posts.
Am I shadowbanned if I’m not getting the same amount of likes as I used to?
The likelihood of you being shadowbanned is slim unless you’re posting content that goes against Instagram’s guidelines. The rumours of using the same hashtags in multiple posts causing shadowbanning are just that, rumours. Instagram makes it very clear that what users refer to as ‘shadowbanning’ is them protecting the community from content they deem harmful.
But what is the explanation for what you think may be shadowbanning? Instagram have this to say:
“We can’t promise you that you’ll consistently reach the same amount of people when you post. The truth is most of your followers won’t see what you share, because most look at less than half of their Feed.”
It does seem that a lot of the time it can be down to luck, timing and previous work on the platform. But rest assured that if you’re following the platform’s guidelines, you’re unlikely to be banned. Instagram also informs you if this has happened, so it would be something you’d know about.
How can I create content to suit the Instagram algorithm?
Instagram take into account four key factors from their users:
- Information about the post: how many likes, is there a location tagged, how long is the post if it’s a video, what time/day was it posted.
- Information about the creator: how relevant is this user to you and your interests on the platform, have you interacted with them recently?
- Activity: this logs what users are interested in, how many posts they’ve liked etc and shows them content based on this.
- History of interaction with users: this is just down to whether or not you comment on specific users’ posts and how interested the algorithm thinks you are in seeing their content.
The performance of your posts is determined initially by these four things. To put it into simpler terms, your contents future engagement will be based on how successful your previous posts have been, how relevant you are to other users, how active online they are and how engaged other they have been with you in the past. It probably sounds like your fate is in the hands of other people, but there are things you can do to help:
- Create content that is relatable and fun, something that will reach the audiences Instagram deems relevant.
- Keep up with trends, be on top of what is happening and make sure your content is included within it.
- The best way to get engagement on your own posts it to engage with users first. This shows you want to talk with them and you care about them and their content, therefore they are more likely to do the same for you and yours.
- Spend time on the platform, don’t just post and leave. Show the algorithm you’re here to engage, as I’ve said above, but also take the time to do audience research and find new accounts within your niche.
I hope this post has been helpful to shed some light on some of the issues you may be facing on Instagram at the moment. I wrote this because I’m seeing these issues myself too. Where once I was hitting 2-3k on some posts, I’m now seeing a massive drop in this to below 1k for some posts. I know a lot of people say likes don’t matter, but that’s easier said than done for many reasons. When you put time and effort into creating something, it’s nice to see it performing well (and I stress here we all have different expectations for our post’s performance, what may be a low level of engagement for one user, could be higher for another). It’s also important when working with brands because sometimes they expect X level of engagement and you want to be able to deliver that. Of course, comments and saves are also a great way to see how your posts are engaging too and with more insights on offer, we can really understand more about our content’s performance.
