“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,” wrote Instagram CEO Adam Mosseri in 2021 in a blog post entitled Shedding More Light on How Instagram Works. The main purpose of the Instagram algorithm is to make each user’s experience with the platform as pleasant as possible. In simple terms, the Instagram algorithm cross-references information about content (posts, Stories, Reels) with information about users (interests and behavior on the platform) to serve the right content to the right people. Based on this information, it distributes content in a way designed to ensure that users have easy access to what they are most interested in seeing. It takes metadata (including captions and alt text applied to images), hashtags, and engagement metrics into account. The Instagram algorithm analyzes every piece of content posted to the platform. It decides what content shows up, and in what order, on all Instagram users’ feeds, the Explore Page, the Reels feed, hashtag pages, etc. The Instagram algorithm is a set of rules that rank content on the platform.
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