What you need to know
This year, Instagram introduced several significant changes to its algorithm. It is crucial for businesses and content creators to be aware of these changes, as they directly impact brand visibility on the platform. The changes continue to build on Instagram’s core algorithm principles, which focus on delivering users the most relevant and engaging content.
At Purple Giraffe, we are constantly working on social media for ourselves and our clients, so we are across all the latest developments and are experts in the Instagram algorithm. This article will explain how the Instagram algorithm works and outline the critical updates you need to incorporate into your Instagram strategy this year.
What is the Instagram algorithm?
The Instagram algorithm, a sophisticated system, is heavily influenced by user behaviour. It determines which content appears in a user’s feed, including Stories, Explore pages, and Reels. This influence, along with factors like content popularity and timeliness, ensures the delivery of the most engaging content to each user. This system constantly evolves, making it crucial for businesses to stay up to date with its workings, empowering them to influence their content’s visibility and ensuring the best performance of their content.
How does the Instagram algorithm work?
The algorithm prioritises content based on three key factors:
- User relationships: The algorithm favours content from accounts that interact frequently. This means fostering consistent engagement with your audience, which is vital for your content to be shown more often.
- User interest: If users regularly engage with content similar to yours, they’re more likely to see your posts. This underscores the importance of understanding your audience’s preferences and crafting content to match those interests.
- Post relevancy: Instagram assigns each post a relevancy score, significantly influencing its visibility. Factors such as trending topics and content timeliness are crucial in determining this score.
Key 2024 Algorithm Changes
Here’s what you need to know about the latest algorithm updates:
Reels dominate reach
Reels are the most effective way to increase your content’s reach, which is no surprise as video has always been popular. Instagram’s preference for video content remains strong, as videos are more interactive and engaging. We recommend producing shorter Reels (under 90 seconds) as they are particularly favoured. They tend to be replayed more often, signalling higher engagement to the algorithm.
Carousels gain importance
While videos are a strong form of content, photos are still necessary for the platform. Instagram is refocusing on its photographic roots, giving photos more prominence in user feeds. Carousels, which allow users to swipe through up to 20 images or videos in a single post, are especially effective. They offer multiple opportunities for engagement as the algorithm may serve different images from the same carousel in a user’s feed.
Reshares as engagement signals
With significant Instagram engagement happening in direct messages (DMs), reshares have become a crucial signal to the algorithm. Content that gets reshared, especially in DMs, is seen as valuable, and Instagram is pushing it higher in visibility across the platform.
SEO’s growing influence
Instagram’s increasing use of search engine optimisation (SEO) principles to rank content is a game-changer. By strategically using SEO keywords in your bio, captions, and even your handle, you can influence how your content appears in search results. This opens new avenues for smaller businesses and creators to gain visibility by optimising their profiles and posts with relevant keywords.
What does this mean for your Instagram strategy?
Adapting your content strategy to these algorithm changes is a necessity to maximise the your social media presence and performance and reach a wider audience on User’s news feeds.
- Leverage reels: Focus on creating short, engaging Reels that will likely be replayed. This can significantly boost your content’s reach.
- Utilise carousels: When posting photos, consider using carousels to maximise engagement opportunities. They also allow you to share multiple pieces of content in one post.
- Encourage reshares: Create content that sparks conversation and is likely to be shared, especially through DMs.
- Optimise for search: Incorporate relevant keywords in your bio, captions, and hashtags to improve your chances of appearing in search results.
- Post consistently: The algorithm favours accounts that post regularly and engage with their audience. Consistency and community management is key to maintaining your visibility on the platform.
Understanding and adapting to these 2024 algorithm changes is crucial. It ensures your Instagram content remains visible and engaging, helping you connect with your audience and achieve your marketing goals.
If you are still looking for support with social media marketing, get in touch! We are experts in outsourced marketing and are here to help.
