As a property professional, you understand the importance of social media in building your brand and connecting with potential clients. With its vast user base and visual appeal, Instagram has become a go-to platform for showcasing your properties and services. However, the elusive Instagram algorithm is often misunderstood and muddied by so-called ‘experts’. We know first-hand that it leaves business owners, including property professionals, puzzled about how it works and how it affects the visibility of their content. In a recent update shared by Adam Mosseri, head of Instagram in June 2023, he shed light on Instagram’s algorithm and how it works. Let’s dive into the details and unravel the mysteries behind the algorithm.
The Instagram algorithm unveiled
Contrary to popular belief, Instagram doesn’t have a single algorithm that governs what users see on the platform. Instead, it utilises a complex system of algorithms, classifiers, and processes tailored to different features like Feed, Stories, Explore, and Reels. Understanding this multi-faceted approach is vital to maximising your content’s reach and engagement.
The Feed algorithm
Your (and your audience’s) Instagram feed is the stream of content you see when you open the Instagram app. Primarily accounts you follow, along with some recommended content, it is where users spend a significant amount of time scrolling through posts. To ensure your content appears high in your audience’s feed, it’s crucial to comprehend how the feed algorithm works.
Instagram considers various factors to determine what posts users see. These factors include:
- The user’s activity (posts they’re liked, shared, saved or commented on in the past)
- Information about the post to indicate how popular it is
- Information about the account that posted to determine how interested the user might be in that account
- The user’s history of interacting with the account
The algorithm uses this information to predict how likely the user is to interact with the post. Essentially, it looks at the chances of them reading, liking, commenting, sharing or saving the post. The more likely your audience is to do this on your content, the more likely it will appear in their feed.
So long story short, make your content engaging in one or more ways.
To optimise your content for the Feed algorithm, focus on engaging your audience and sparking meaningful interactions. Encourage users to like, comment, and share your posts by creating valuable and visually appealing content. Utilise popular hashtags and geotags related to your niche to increase discoverability. The more users interact with your content, the higher the chances it will appear in their Feeds.
The Story algorithm
Instagram Stories provide an excellent opportunity to connect with your audience more personally. The Stories algorithm prioritises content from accounts users frequently engage with, allowing you to deepen relationships with your followers. To make the most of Stories, share captivating and authentic content that resonates with your audience. Use interactive stickers, polls, and question boxes to encourage viewers to interact.
Instagram has confirmed that viewing history, engagement history and ‘closeness’ are the factors it looks at when considering whether to show your stories to any given user.
The Explore algorithm
Explore is a goldmine for reaching new audiences. The Explore algorithm curates content tailored to each user’s interests and preferences. By understanding how the algorithm works, you can increase the chances of your content featuring on Explore (a.k.a. A whole heap of new eyeballs on your content).
Instagram considers various factors to determine what posts appear in a user’s Explore page. These factors include:
- Information about the post to indicate how popular it is
- The user’s activity in Explore (posts they’re liked, shared, saved or commented on from Explore in the past)
- Information about the account that posted to determine how interested the user might be in that account
Focus on creating high-quality, engaging posts that align with your target audience’s preferences. Utilise relevant hashtags, geotags, and engage with posts and accounts related to your niche to enhance your visibility.
The Reels algorithm
Instagram’s short-form video feature Reels presents a unique opportunity to showcase your properties and services creatively. The Reels algorithm ranks content based on engagement signals such as likes, shares, and comments. To boost visibility, create entertaining and informative Reels that capture your audience’s attention. Utilise trending audio and hashtags to align your content with popular trends.
Don’t worry too much about the Instagram algorithm
Yes, it’s important, but you shouldn’t build your entire strategy around trying to appear in someone’s Explore. This will happen naturally when you create engaging and entertaining content your target client loves.
Plus, the intricacies of Instagram’s algorithm are overwhelming, so remember that the platform’s primary goal is to provide users with a personalised and enjoyable experience. By focusing on creating valuable and engaging content, fostering meaningful interactions, and understanding how each feature’s algorithm works, you can enhance your visibility, expand your reach, and connect with potential clients effectively.
The Instagram algorithm is not set in stone and continues to evolve. Stay up-to-date with industry news, follow Instagram’s official announcements and updates, and adapt your content strategy accordingly. Continuously monitor your performance metrics and adjust your approach based on user feedback and engagement patterns.
