How the Instagram Algorithm Works in 2026 (The Ranking Signals Instagram Shares)

The Instagram algorithm isn't really one algorithm. It's several ranking systems, one for each part of the app. Your Feed, Reels, Stories and Explore page each rank posts in their own way and weigh signals differently.

PostEverywhere schedules your Instagram posts, Reels and trial reels at the times your audience is online, so you can put this guide into practice. See how it works.

In January 2025, Instagram head Adam Mosseri named the three signals that matter most for ranking: watch time, likes and sends. Understanding how each surface ranks content, and which signals it leans on, is the difference between posts that reach hundreds and posts that reach hundreds of thousands.

This guide explains how each algorithm works in 2026, the ranking factors that matter (and the ones that don't), and the tactics that move reach and engagement. It also includes our own data on how each Instagram format performs, from posts scheduled with PostEverywhere.

TL;DR#

• Instagram uses separate algorithms for Feed, Reels, Stories and Explore. There's no single "algorithm" to hack
• Mosseri's top three ranking signals: watch time, likes per reach and sends per reach
• Sends matter most for reaching new people. Mosseri has said send rates correlate with reach more than anything else
• Instagram stops recommending accounts that mostly repost other people's content, and from April 2026 that covers photos and carousels as well as Reels
• In our data, Reels and carousels did 13-14% better than the same account's usual post; single images did slightly worse
• Hashtags help Instagram understand a post but don't boost reach, and posts are capped at 5 hashtags
• Post on a steady rhythm you can keep up. Use a social media scheduler to stay consistent

Instagram Doesn't Have One Algorithm#

The biggest misconception about Instagram is that a single algorithm controls everything you see. In reality, Instagram runs separate ranking systems for different parts of the app. In Instagram's own words in Instagram Ranking Explained, there isn't "a singular algorithm".

The four main surfaces, each with their own algorithm:

• Feed: mostly posts from accounts you follow, ranked by what you're likely to be interested in
• Reels: mostly recommendations from accounts you don't follow, ranked by what you're likely to enjoy
• Stories: from accounts you follow, ordered by how often you view and engage with them and how close you are
• Explore: mostly recommendations from accounts you don't follow, where how popular a post is matters most

Instagram ranks each part of the app separately

Feed, Stories, Reels and Explore each have their own ranking, so the same post can do well in one place and poorly in another.

• Mostly who you followFeed
  • Your activity
  • Information about the post
  • Information about who posted
  • Your history with that account
• Accounts you followStories
  • Whose Stories you view
  • Your engagement with them
  • How close you are to the author
• Mostly new accountsReels
  • Your activity
  • Your history with who posted
  • Information about the reel
  • Information about who posted
• Mostly new accountsExplore
  • Information about the post, above all how popular it is
  • Your activity in Explore
  • Your history with who posted

The distinction that matters most is connected reach vs. unconnected reach. Connected reach is how your content performs with people who already follow you (Feed, Stories). Unconnected reach is how it performs with people who don't follow you yet (Reels, Explore).

Mosseri has said likes matter slightly more for connected reach, and sends slightly more for unconnected reach.

For connected reach, your history with your followers matters most. For unconnected reach, content signals like watch time and sends carry more weight, because Instagram has little relationship data to go on.

Meta's engineers have written that Instagram's recommendation system includes over 1,000 machine learning models. Each surface narrows posts down in stages: it gathers a large pool of candidates, then ranks them in an early stage and a late stage, with each stage handling fewer posts and more expensive checks.

How Instagram picks what you see

Every ranked surface narrows posts down in stages. Each stage handles fewer posts with more expensive checks, and Instagram runs over 1,000 models to do it.

1. SourcingInstagram gathers a large pool of posts that might suit you.
2. Early-stage rankingThe pool is scored and only the most promising posts move on.
3. Late-stage rankingMore detailed models score the few that remain, predicting several of your possible actions at once.
4. Your screenThe top results fill your Feed, Reels, Stories or Explore.

This is why a strategy that works for Feed growth might not work for Reels, and why your Stories might reach a different part of your audience than Explore does. Each surface needs its own approach.

The 3 Ranking Factors (Confirmed by Adam Mosseri)#

In a January 2025 video, Mosseri said: "The top three signals that matter most for ranking are watch time, likes and sends," as reported by Social Media Today. He pointed creators to three numbers in their Insights: average watch time, likes per reach and sends per reach.

1. Watch Time#

Watch time measures how long people spend with your content, whether that's watching a Reel, swiping through a carousel or pausing on a photo. It's one of the three signals Mosseri named for every surface.

For Reels, the opening seconds decide whether people stay. If viewers scroll away straight away, the Reel has little watch time to show for itself, and Instagram has less reason to show it to more people.

Watch time is about retention, not just length. A 15-second Reel that people watch to the end, then replay, sends a stronger signal than a 60-second Reel that most viewers leave after a few seconds.

2. Likes Per Reach#

Likes per reach is the share of people who saw your post and liked it. It's a ratio, not a raw count: a post with 50 likes from 500 views (10%) is doing better than one with 200 likes from 10,000 views (2%).

Mosseri has said that "the rate is more important than the count".

This signal matters slightly more for connected reach, meaning content shown to your existing followers. It tells Instagram whether your followers find your latest post worth their time. For the ratios worth watching in your own account, see the ratios worth tracking.

3. Sends Per Reach (Most Powerful for Growth)#

Sends per reach is the share of viewers who send your post to someone by DM. It's the signal to focus on for reaching new audiences. In a 2024 Q&A, Mosseri said that "sends per reach correlate more, in my experience, with overall reach than anything else", and that send rates matter more than watch time or like and comment counts, as Social Media Today reported.

The logic is simple. When someone sends your post to a friend, they're personally recommending it. That's a stronger signal than a quick double-tap.

If you want to grow beyond your existing followers, making content people want to send to a friend matters more than chasing likes.

How the Feed Algorithm Works#

Your Instagram Feed is mostly a connected reach surface. It shows posts from accounts you follow, ranked by how likely Instagram thinks you are to be interested in each one.

The Key Signals#

Instagram lists four groups of Feed signals, in this order:

Your activity. The posts you've liked, shared, saved or commented on tell Instagram what you're interested in.

Information about the post. How popular it is (how many people are liking, commenting, sharing and saving it, and how quickly), plus details like when it was posted.

Information about the person who posted. How many people have interacted with that account recently.

Your history with that account. Whether you comment on each other's posts, for example. The more you interact with an account, the more of its posts you're likely to see.

Because how quickly a post picks up engagement counts, posting when your followers are online helps a Feed post get going. Our own data on the best time to post on Instagram shows which days and hours did best across thousands of accounts.

Content type preference also plays a part. If someone tends to engage more with carousels than single photos, Instagram learns that and shows them more carousels.

How to Optimize for the Feed#

• Post when your followers are most active (Instagram Insights shows your followers' active hours)
• Create content that people want to save and send, not just like
• Engage with your followers' content to strengthen your relationship with them
• Use Instagram scheduling to keep a consistent posting rhythm
• Write captions that invite conversation (questions, opinions, "agree or disagree?")

How the Reels Algorithm Works#

Reels is Instagram's main discovery engine. Unlike the Feed, most of what you see in Reels comes from accounts you don't follow, which makes it the most important surface for reaching new people.

How Reels Distribution Works#

Instagram ranks Reels on four groups of signals, in this order: your activity (which Reels you've liked, saved, reshared, commented on and engaged with recently), your history with the person who posted, information about the Reel itself (including its audio and visuals), and information about the person who posted.

Because most viewers don't follow you, how the first people who see a Reel respond matters a lot. If they watch, replay and share it, Instagram has good reason to show it to more people like them. If they scroll past, it has little reason to.

For testing Reels on non-followers without showing them to your followers first, Instagram built trial reels.

The Signals That Matter#

Watch time is one of the three signals Mosseri named. A Reel that holds people's attention past the opening seconds has the best chance of being shown more widely.

Sends per reach matters most for reaching people who don't follow you. When people DM your Reel to friends, Instagram treats it as a strong endorsement.

Replays and watching to the end add to watch time, so short Reels that people rewatch tend to do well.

What Hurts Reels Performance#

Instagram lists the things that can make a Reel less visible in recommendations:

• Watermarks, including logos from other video apps. See our guide on posting TikTok to Instagram Reels without the watermark to clean files before reposting
• Low-resolution video. Upload at 1080x1920. See our guide to the right dimensions for every format
• Muted Reels, borders, or Reels that are mostly text
• Content that has already been posted on Instagram, which is why reposts struggle

Original Audio#

Information about a Reel's audio is one of the signals Instagram uses. Original audio (your own voiceover, music or sound) also fits Instagram's wider push to reward original creators over reposters.

Trending audio can still work, but a Reel built around your own sound is clearly yours.

The first people who see a post help decide how far it goes. PostEverywhere schedules your Instagram posts, Reels, carousels and Stories for the exact times you choose, and suggests times from your own results where the platform shares them. See the Instagram scheduler.

To schedule Reels in advance, use our Instagram scheduler.

How the Stories Algorithm Works#

Stories run on a relationship-first algorithm. The order of Stories in the tray at the top of the app depends on how close Instagram thinks you are to each account.

The Key Signals for Stories#

Instagram lists three Stories signals:

Viewing history. How often you view an account's Stories, so Instagram can put the ones you don't want to miss first.

Engagement history. How often you engage with an account's Stories, for example by liking them or sending a DM in reply.

Closeness. Your relationship with the author, including whether you're connected as friends or family.

Stories Best Practices for the Algorithm#

Interactive stickers like polls, questions, quizzes and sliders give people an easy way to engage, and engagement is one of the signals Instagram uses for Stories.

Replies by DM count as engagement and build the relationship signal between you and your followers. End Stories with a question people can answer.

Close Friends lets you share Stories with a smaller group who chose to be close to you, which suits more personal updates.

Consistency matters for Stories. Posting regularly keeps you in your followers' trays and gives them chances to view and reply, which feeds the viewing and engagement history Instagram uses. Learn how to batch and schedule Stories in advance with our Instagram scheduler.

How the Explore Page Algorithm Works#

The Explore page is Instagram's most discovery-focused surface. Almost everything you see on Explore comes from accounts you don't follow, picked because Instagram predicts you'll find it interesting.

How Explore Ranking Works#

Instagram lists four groups of Explore signals, in this order:

1. Information about the post: above all, how popular it is (how many people are liking, commenting, sharing and saving it, and how quickly)
2. Your activity in Explore: the posts you've liked, saved, shared and commented on there
3. Your history with the person who posted: often none, but it counts if you've interacted before
4. Information about the person who posted: how many people have interacted with them recently

Popularity matters much more in Explore than in Feed or Stories, according to Instagram. With little relationship data to go on, how a post is doing with other people carries the decision.

Why the First Hours Matter#

Because Instagram looks at how quickly a post is picking up likes, comments, shares and saves, the first hours after you post matter. A post that gets a strong response early has more to show Explore's ranking than one that starts slowly.

This is why posting time matters: publishing when your followers are online gives a post its best early response.

AI-Driven Personalization#

Explore is highly personal. Two people who both like fitness content can see completely different Explore pages, depending on whether they engage more with weightlifting or yoga. Instagram's ranking uses information about each post, including what's in it, alongside each person's own activity.

To help your content surface on Explore, try our hashtag generator to find relevant topic tags, and use the engagement rate calculator to benchmark your performance.

The Original Content Advantage#

Since 2024, Instagram has steadily shifted recommendations toward original creators and away from content aggregators. This is one of the most significant ranking changes in the app's history.

What Changed#

In April 2024, Instagram said accounts that repeatedly post content they didn't create or enhance would be removed from recommendations, and that reposted content would get a label linking to the original, as TechCrunch reported.

In April 2026, Instagram extended the rule. Accounts that "regularly repost content they didn't create, or primarily share other people's work as photos and carousels" are no longer recommended anywhere in the app, according to TechCrunch. Their followers still see their posts.

What Counts as Original#

Instagram hasn't published figures for how much reach aggregators lost or originals gained, so be wary of anyone quoting precise percentages. What Instagram has said is what counts as original:

• Original: content you created yourself or that reflects your own perspective, and content you've materially edited, such as a meme with real commentary or context
• Not original: low-effort edits like adding a watermark or changing a video's speed, and screenshots of someone else's post, even with their username credited

What This Means for Your Strategy#

• Film your own content instead of reposting others' work
• If you curate content, add real value (commentary, editing, your own perspective)
• Use original audio on Reels where you can
• Create your own graphics and carousels rather than screenshotting other people's posts
• If you need visuals, use tools like our AI image generator to create original assets

The message from Instagram is clear: create, don't aggregate.

What Actually Works in 2026#

Here's what our own data shows about Instagram formats, from posts scheduled with PostEverywhere, plus what Instagram itself has said.

Content Format Performance#

We compared each Instagram post with the same account's usual post across all its formats, using engagement. Comparing an account with itself means a big account can't skew the result.

Based on more than 14,000 Instagram posts scheduled with PostEverywhere between December 2025 and October 2026. The takeaway: Reels and carousels both lift engagement by a similar amount, and a single image is the format most likely to fall below an account's usual result.

Posting Frequency#

Instagram doesn't publish an ideal number of posts. A steady rhythm you can keep up with, at a quality you're happy with, beats bursts of posting followed by silence. A reasonable starting point for most accounts:

• Feed posts: a few per week, mixing carousels and single images
• Reels: a couple per week, since consistency matters more than volume
• Stories: most days, to stay in your followers' trays

Posting a lot more without keeping quality up tends to lower how each post does, so add volume only when you can sustain it.

Hashtags vs. Keywords#

Mosseri has said that he "wouldn't try to think of hashtags as a way to get more distribution". Hashtags help Instagram understand what a post is about, but they aren't a growth lever. Use a few relevant ones.

Captions do more work. Clear, descriptive words in your caption tell Instagram, and searchers, what the post is about. If you need help writing captions, try one of these caption tools.

What this looks like in practice:

• Instead of: "#fitness #gym #workout #fitfam #gains" in your caption
• Write: "This 3-move dumbbell workout builds shoulder strength in 15 minutes, no gym required"

The second version tells Instagram clearly what the post is and who would find it useful.

The First 24-48 Hours#

Popularity, including how quickly people respond, is one of the signals Instagram uses, so a post's first day or two matter. A strong early response gives it the best chance of being shown more widely.

To make the most of this window:

• Post when your audience is most active (use Instagram Insights or a scheduling tool with analytics)
• Reply to comments early to keep the conversation going
• Share your post to Stories to send your followers to it
• Use a strong first line in your caption to stop the scroll. Our AI caption generator can help you write hooks

Let your AI agent do the scheduling. Ask Claude or ChatGPT to draft a week of Instagram posts and schedule them with PostEverywhere, at your best times. Connect your AI agent.

For a complete content planning system, check out our guide on batching a month of posts in an afternoon.

10 Instagram Algorithm Myths Debunked#

Misinformation about Instagram's algorithm spreads fast. Here's what's actually true, based on what Instagram has said.

Myth 1: "You have to post every day or the algorithm punishes you"#

Reality: There's no daily posting requirement. Each post is ranked on its own signals. Quality and how people respond matter more than raw frequency, and a steady rhythm you can sustain beats posting every day for a week and then nothing.

Myth 2: "Business accounts get less reach than personal accounts"#

Reality: Instagram's ranking explainer describes no separate rules for business or personal accounts, and it says Instagram doesn't suppress content to encourage people to buy ads. Business and creator accounts also get Insights and Account Status, which shows whether your content can be recommended.

Reach differences usually come from the content itself: promotional posts tend to get less engagement.

Myth 3: "Scheduling tools hurt your engagement"#

Reality: Instagram provides an official API for publishing, which approved scheduling tools like PostEverywhere use. Nothing in Instagram's ranking signals looks at how a post was published, so a scheduled post is ranked on the same signals as one posted by hand.

The "scheduling hurts reach" myth dates from the days of unofficial automation tools. What can hurt is Instagram's old auto-share-to-Facebook setting posting badly formatted copies to your Page. See how to stop Instagram from auto-posting to Facebook and use a proper cross-posting workflow instead.

Myth 4: "Instagram only cares about Reels now"#

Reality: Reels have the most potential to reach people who don't follow you, but they aren't the only format that works. In our data, carousels lifted engagement almost exactly as much as Reels: 13% against 14% above the account's usual post.

Each format is ranked within its own surface, and a great carousel will beat a weak Reel. Use a mix.

Myth 5: "More hashtags means more reach"#

Reality: More hashtags don't mean more reach, and Instagram now caps posts at 5 hashtags anyway. Hashtags help Instagram understand a post; they're not a distribution trick. For help choosing the right tags, try one of the best AI hashtag generators.

Myth 6: "Shadowbanning is real"#

Reality: Instagram says there isn't one shared definition of "shadowban", and that it's not its intention to limit content without telling you. What people call shadowbanning is usually one of: (1) content that isn't eligible for recommendations because of a guideline issue, (2) a normal dip because a post got a weaker response, or (3) changes in what your audience engages with. Account Status in the app shows whether your content can be recommended, and lets you appeal.

Myth 7: "Saves are more important than shares"#

Reality: Saves are a good signal, but Mosseri has said that sends per reach correlate with overall reach more than anything else. Saves show a post was useful to one person; sends show they wanted someone else to see it. For growth, aim for content people want to send.

Myth 8: "Engagement pods work"#

Reality: Engagement pods, groups that agree to like and comment on each other's posts, create interaction from the same small circle every time. That says little about whether new people would enjoy a post, which is what recommendations depend on, and it risks breaking Instagram's rules on inauthentic behaviour.

Your time is better spent on content people send to friends.

Myth 9: "Hashtags boost your reach"#

Reality: Hashtags categorise your content. They tell Instagram what your post is about, which can help it appear on hashtag pages. But Mosseri has said not to think of them as a way to get more distribution. Think of hashtags as labels, not amplifiers.

Myth 10: "The algorithm is working against you"#

Reality: The algorithm has no agenda against individual accounts. It predicts what each person will enjoy. If your reach is falling, the cause is almost always one of these: your content or its relevance has shifted, your audience's behaviour has changed, or Instagram has changed how it weighs certain signals.

There's no hack, just content people want to watch, save and send.

Spend your time on posts worth sharing, not on posting them. PostEverywhere publishes to Instagram and every other top platform from one calendar. Start your 7-day free trial. Plans start at $9 a month.

Recent Algorithm Updates (2025-2026 Timeline)#

Instagram's algorithm isn't static. Here are the key changes that affect your strategy today.

December 2025: "Your Algorithm" Control Feature#

Instagram launched Your Algorithm for Reels in the US in December 2025. It shows people the topics Instagram thinks they like and lets them ask for more or less of each.

Instagram said it plans to bring it to Explore and more places in the app, which means audiences can tell Instagram more directly what they want to see.

Late 2024: Recommendation Reset#

Instagram announced in November 2024 that people could reset their recommendations across Explore, Feed and Reels, and the option rolled out over the following months. It clears what Instagram has learned about someone's interests and starts again.

For creators, it's a reminder that each post has to earn its engagement.

August 2024: Views as Primary Metric#

Instagram made views the main metric across formats, including Reels, photos, carousels and Stories, replacing the mix of reach, impressions and plays that used to vary by format. Repeat views now count, as replays always did for Reels.

2024-2026: Originality Priority Shift#

Instagram has kept pushing toward original content since 2024, and in April 2026 extended its rules on aggregators from Reels to photos and carousels (see The Original Content Advantage above).

December 2024: Hashtag Following Removed#

Instagram removed the ability to follow hashtags in December 2024, citing spam, another sign that discovery now runs on recommendations rather than hashtags.

Overall Trend: Declining Engagement Rates#

Engagement is harder to earn than it used to be. Socialinsider's benchmarks put Instagram's average engagement rate at 0.48%, down 24% year over year. For a full breakdown of current platform benchmarks, see our 2026 benchmark roundup, and for Instagram-specific figures, our complete Instagram statistics roundup.

The takeaway: engagement is harder to earn, which makes understanding the algorithm more important than ever.

Use our cross-posting feature to get more from every piece of content across platforms.

For the latest platform changes, see our trends guide.

For exact dimensions and format specs, see our Instagram image sizes guide.

Instagram Algorithm Updates in 2026#

The main ranking-related changes in 2026 so far:

• "Your Algorithm" controls. The tool started on Reels, and Instagram plans to bring it to Explore and more of the app, so people can tell Instagram what to show more or less of. Your content needs to earn genuine interest.
• Aggregator rules extended (April 2026). Accounts that mostly repost other people's photos and carousels are no longer recommended, as already applied to Reels.
• Views as the shared metric. Views remain the main number across formats in Insights, alongside sends per reach and the other rates Mosseri points creators to.

How PostEverywhere helps with the Instagram algorithm#

Every algorithm in this guide rewards the same habits: posting consistently, posting when your audience is online, and making each post fit the platform. PostEverywhere is built for that:

• Schedule feed posts, carousels of up to 10 images, Reels with a cover, Stories and trial reels, so you can test ideas on non-followers first (how trial reels work)
• Publish when your audience is online: best-time suggestions learn from when your own Instagram posts do best
• Write and adapt captions with AI Studio, and keep a steady rhythm with the posting queue
• Let your AI agent do it: ask Claude or ChatGPT to draft and schedule a week of posts through PostEverywhere (connect your AI agent)

See the PostEverywhere Instagram scheduler, or start a 7-day free trial; plans start at $9 a month.

FAQs#

Does the Instagram algorithm penalize scheduling tools?#

No. Instagram provides an official publishing API that approved scheduling tools use. Posts scheduled through tools like PostEverywhere are ranked on the same signals as posts made by hand, because none of Instagram's ranking signals look at how a post was published.

How often should I post on Instagram in 2026?#

Instagram doesn't set a number. Post on a steady rhythm you can sustain: a few Feed posts and a couple of Reels a week, with Stories most days, is a sensible starting point. Consistency matters more than volume. Use a content calendar to plan ahead.

Do hashtags still matter on Instagram?#

Hashtags help Instagram understand your content but don't boost reach, and posts are capped at 5. Use a few relevant, specific hashtags, and put clear, descriptive words in your caption. Try our hashtag generator to find relevant tags.

What's more important: likes or shares?#

Shares (sends by DM) for reaching new people. Mosseri has said sends per reach correlate with overall reach more than anything else, while likes matter slightly more with your existing followers. Create content people want to send to a friend.

How do I get on the Instagram Explore page?#

Create posts people respond to quickly, because popularity matters most on Explore. Post when your audience is active, make content worth saving and sending, use clear captions and keep a consistent schedule. A strong response relative to views matters more than raw numbers.

Can I reset my Instagram algorithm?#

Yes. Instagram lets you reset your recommendations across Explore, Feed and Reels, from Settings, then Content preferences, then Reset suggested content. It clears what Instagram has learned about your interests.

As a creator, you can't reset how your own posts are judged: that depends on how people respond to them.

What's the ideal Reel length in 2026?#

There's no single ideal length. Instagram allows Reels up to 3 minutes, and watch time and replays matter, so make each Reel as long as it needs to be and no longer.

Short Reels that people watch to the end and rewatch tend to do well. To schedule Reels, see our Instagram scheduler.

Does posting time actually matter for the algorithm?#

Yes. Instagram looks at how quickly a post picks up likes, comments, shares and saves, so posting when your audience is active gives it a better start. Use Instagram Insights to find your audience's active hours, or a scheduling tool with timing suggestions.

Our best times to post Instagram Reels come from our own data.

Want to put these algorithm insights into practice? Read our complete guide to getting more Instagram followers for 15 growth strategies built on the ranking signals covered above.

Next Steps#

Understanding the algorithm is step one. Publishing good content consistently, at the right times, is what turns that knowledge into results.

Here's how to put this guide to work:

• Schedule ahead and post at your best times. Batch your Feed posts, Reels and Stories with PostEverywhere's Instagram tools and let each one publish on time
• Map a full month in one sitting. Our free content calendar template lays out Feed, Reels and Stories side by side
• Stop guessing your timing. Our own data on when Instagram posts do best shows the days and hours that came out ahead
• Draft hooks and captions faster with the AI content generator
• Reach beyond Instagram. Cross-post in one click to TikTok, YouTube Shorts and LinkedIn without re-uploading anything
• See how other feeds rank. The same signals play out differently on TikTok and Facebook

How the other platform algorithms work#

Every platform ranks content differently, and optimising for one can actively hurt you on another. These break down the rest.

• How the YouTube algorithm works
• How the X (Twitter) algorithm works
• How the LinkedIn algorithm works
• How the Threads algorithm works
• How the Pinterest algorithm works
• How the Bluesky algorithm works

The wider algorithm picture#

Instagram is one system among many: how social media algorithms work covers the shared mechanics, this year's algorithm changes tracks what shifted in 2026, and TikTok SEO covers the search side of discovery. If your numbers just fell, start there.

And for the feature Instagram built specifically for testing content on non-followers, see what trial reels are.

Sources#

Every outside fact in this article comes from the pages below. Our own figures come from posts scheduled with PostEverywhere, as explained where they appear.

• Social Media Today: Instagram shares algorithm insights (2025)
• Instagram: Instagram ranking explained
• Engineering at Meta: Journey to 1000 models: scaling Instagram's recommendation system
• Social Media Today: Instagram chief says share rates are a key driver of reach
• TechCrunch: Instagram is updating its ranking systems to surface more content from smaller original creators
• TechCrunch: Instagram restricts reach of content aggregators in new crackdown
• Hootsuite: Hashtags don't affect reach
• Meta for Developers: Guides: Content publishing
• Meta: Using hashtags on Instagram
• TechCrunch: Instagram's new 'Your Algorithm' tool gives you more control over the Reels you see
• TechCrunch: Instagram will soon let you reset your recommendation algorithm
• Social Media Today: Instagram updates metrics to focus creators on views
• Socialinsider: Social media benchmarks: Instagram
• Social Media Today: Instagram's removing the option to follow hashtags