How Does the Instagram Algorithm Work in 2026?
Did you know that in 2023, Instagram published a blog post in which its head, Adam Mosseri, said that the platform uses different algorithms, systems and processes for different purposes. These systems help Instagram show each user the content they are most likely to enjoy.
The Instagram algorithm is not a single rule that decides which posts become popular. Instagram uses different ranking systems for the feed, Reels, stories and the Explore page. These systems look at signals such as watch time, likes, sends, viewing history and the relationship between users.
This guide explains how Instagram ranking works, what has changed and what creators can do to improve their chances of reaching the right audience.
What Is the Instagram Algorithm?
The Instagram algorithm refers to the systems Instagram uses to decide which content people see and the order in which it appears. It considers how people use the app, including what they watch, like, comment on, share, and interact with. These signals help Instagram predict what content may be relevant to each person. Meta explains that its AI systems make multiple predictions about how valuable a piece of content may be, rather than relying on a single signal.
Instagram does not use the same ranking system across every feature. Feed, Reels, Stories, and Explore have different goals, so each uses different signals.
Did you know?
Instagram’s head, Adam Mosseri, said the three main ranking signals are watch time, likes and sends. For creators, this means that getting people to watch and share content can matter more than simply collecting likes.
How Does the Instagram Algorithm Work in 2026?
Instagram follows several steps to rank and recommend content. First, it identifies content that could be relevant to a user. It then uses ranking signals to predict which content the person is most likely to find useful or interesting.
For example, if someone often watches skincare Reels to the end and sends them to friends, these actions can signal an interest in similar content. Instagram can then use those signals when ranking or recommending other skincare Reels.
Recommendations also help content reach people who do not follow the creator. This gives creators an opportunity to reach new audiences beyond their existing followers.
How Does the Instagram Feed Algorithm Work?
The Insta feed shows content from accounts people follow as well as recommended content from accounts they may not follow. In the feed section, the Instagram algorithm looks at signals such as:- How often someone interacts with the creator.
- Whether they usually like, comment on or share similar posts.
- How popular the post is.
- How recently the content was published.
- How likely the person is to spend time viewing it.
How to Improve Your Reach in the Instagram Feed
Create posts that give people a reason to stop, read or watch. Use a clear first line. Make the image or video easy to understand. Give useful information instead of posting only to stay active. Most importantly, make content that people want to share. A useful tip, funny moment or helpful checklist can give people a reason to send your post to a friend.
Pro tip:
Do not judge a post only by its likes. Check watch time, shares and other engagement signals in Instagram Insights.
How Does the Instagram Reels Algorithm Work?
Reels are built for discovery. This means Instagram can also show your video to people who do not follow you. The new Instagram algorithm considers signals such as watch time, likes, sends and the interests of the viewer. It also looks at information about the Reel itself. A Reel that holds attention and gets shared can have a better chance of reaching new people. Here are some tips to increase the reach of your Reels:1. Build on Existing Momentum
When a Reel gets a good response, use the information to guide your next post. For example, if a short tutorial gets strong watch time and shares, you should create another useful tutorial around the same topic. This does not mean copying the same video. Build on what your audience clearly enjoys.2. Create Content for Different Users
Not everyone uses Instagram in the same way. Some people watch videos without interacting. Others like posts, save them or send them to friends. So, create content for the people you want to reach. Think about what would make them stop scrolling, watch and share.3. Avoid Logos and Large Watermarks
Avoid adding logos or watermarks from other platforms to your Reels. The Instagram algorithm favours original content for recommendations. The best practice is to create your video for Insta rather than simply downloading it from another platform and uploading it again.How Does the Instagram Stories Algorithm Work?
Stories work differently from Reels. Insta mainly uses your relationship with an account and past interactions to decide which Stories appear first. Key signals include viewing history, engagement history and closeness. Insta can also predict whether someone is likely to tap or reply to a Story. Here are some tips to increase the reach of your Stories:1. Create Interactive Stories
Use features that encourage people to take action. Try Instagram features like:- Polls
- Questions
- Emoji sliders
- Quizzes
- Replies
- Story links
2. Share Fresh and Relevant Content
You should post Stories that are useful and connected to what your audience cares about. You can share a new product, behind-the-scenes content, a quick tip or a response to a common question. Remember, do not post random stories just to fill the day.3. Share User-Generated Content
User-generated content can make your Stories feel more real. For example, you can share a customer’s product photo or a review with their permission. It also gives your audience a reason to interact with your brand.How Does the Instagram Explore Page Algorithm Work?
The Explore page is designed to help people discover content and accounts they do not already follow. The Instagram algorithm looks at what a person has interacted with before. It then tries to find similar content that may interest them. A post that receives strong engagement can have a better chance of appearing on the Explore page, but there is no guaranteed formula. Here are some tips to feature on the Explore page:1. Use Trending Audio
Trending audio can help your Reels to fit into current trends on Instagram. However, trending audio alone does not guarantee reach. Your content still needs to give people a reason to watch and interact.2. Keep Reels to 90 Seconds or Less
Short videos can be easier to watch and get the attention of the viewer, especially when the idea is simple. But do not make every video short just because you think length is a ranking trick. The best video length depends on the content. The Instagram algorithm looks at viewer behaviour, so focus on keeping attention rather than hitting an arbitrary number.Best Practices to Work With the Instagram Algorithm in 2026
Understanding the Instagram algorithm is useful, but you do not need to chase every small change. You should only focus on creating content that people genuinely want to watch and share. Here are some best practices to work with the Insta algorithm.1. Stay Consistent
Post on a regular basis so your audience knows when to expect content. Consistency does not mean posting several times every day. Choose a schedule you can maintain without reducing the content quality. A smaller number of useful posts is often better than filling your profile with weak content.2. Create Original Content
Original content plays a key role in getting better reach on Instagram. The Instagram algorithm makes originality even more important for creators who want recommendation reach. Do not simply copy another creator’s video. Add your own ideas, experience, examples or useful information. Adam Mosseri has previously said Instagram wants to give more credit to content created from scratch than content reshared from elsewhere.3. Embrace the Latest Features
Instagram regularly adds new tools. Some examples include reposts, the Friends tab in Reels and new ways to connect with other users. Meta introduced these features in 2025. Using a new feature does not guarantee higher reach. But learning new tools can give you more ways to create and connect.4. Vary Your Post Types
Do not depend on one format. Use Reels when video can explain your idea in a better way. Use carousels for step-by-step information. Use Stories for quick updates and interaction.5. Post At the Best Times For You
There is no single best posting time for every Instagram account. Your audience may be active at different times from another brand’s audience. Check your Instagram Insights to see when your followers are most active, then test different posting times.Example: How Does the Instagram Algorithm Work?
Consider a small skincare brand that normally posts its product photos but wants to increase its reach. To increase reach, the brand creates a short Reel in which it shows three simple ways to use its toner. The video starts with a clear problem, gives the solution and ends with a useful tip.
The brand then checks its results, like:
Suppose the Reel gets more sends and watch time than the brand’s normal product photos, so now the brand has a useful clue. Instead of making random content, it can create more educational videos around the same audience need. This approach fits what Instagram has said about ranking. Watch time, likes and sends are important signals, while original content is increasingly common in recommendations.
The lesson from this example is to use your own data to find what your audience wants.
Conclusion
The Instagram algorithm is not something you need to “outsmart”. It is designed to predict what each person is most likely to find useful or interesting. In 2026, creators should focus on original content, strong watch time and meaningful content. Different parts of Instagram also use different ranking signals. The Instagram algorithm is therefore less about one secret trick and more about understanding your audience. Create useful content, keep people watching, give them a reason to share and test different formats. Then use your insights to learn what works. Still struggling to grow your Insta account? Don’t worry. At Xoom Plus, our digital marketing experts help you create original, engaging Instagram content designed to improve reach and connect with your target audience.Want to improve your Instagram reach?
Contact us and let us create an Instagram strategy that works with the algorithm and helps your content reach the right audience.
FAQs
To succeed on Instagram, prioritise DM shares over likes, use Instagram SEO keywords instead of hashtag blocks, and post concise, high-retention Reels and carousels 3 to 5 times a week.
To understand the Instagram algorithm, focus on how Instagram ranks different content types, such as Feed posts, Reels, Stories and Explore content. Pay attention to signals such as watch time, likes, shares and audience interactions. Use Instagram Insights to see which content performs best and adjust your strategy based on the results.
To increase your views on Instagram, focus heavily on Reels, optimise for DM shares and watch time rather than likes and grab attention with a 3-second visual or text hook.
Yes. Original content is an important part of Instagram's current recommendation approach. Meta reported that 75% of recommendations in the US came from original posts in Q4 2025.
Create original content that people want to watch and share. Pay attention to watch time, likes and sends, then use Instagram Insights to improve future posts.