Instagram Algorithm

The Instagram algorithm ranks content across Feed, Stories, Explore, Reels, and Search using machine learning models tuned for each surface. Since 2016, Instagram has not been strictly chronological by default. Optional Following and Favorites views provide chronological alternatives for Feed.

Ranking signals (typical)

Relationship and prior interactions (likes, comments, shares, DMs)
Interest prediction based on your behavior and similar users
Recency and session time/context
Content type and watch/retain rates (especially for Reels)
Safety and integrity signals

Visibility reductions

Instagram down‑ranks content for policy, safety, or quality reasons (e.g., reshared content without original context, clickbait/engagement bait, borderline content). Creators often refer to non‑transparent reductions as "shadowbanning." See also: Shadow banning.

Creator considerations

Use clear, original content and accurate tagging/captions
Avoid engagement bait and misleading overlays
Favor native formats (e.g., Reels dimensions, captions, accessibility)
Monitor Insights to learn what your audience actually watches/reads