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How does the Instagram algorithm work in 2026?

Learn what the Instagram algorithm is, how it works, and how to influence it.

Alec Chillingworth

• 10 min read
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TL;DR: The Instagram algorithm is an AI-powered group of systems that select, rank, and deliver content to users. Creators and businesses can improve their chances of ranking by appealing to the algorithm’s various signals, which decide if a piece of content is relevant to a specific user.

We’ll cover:

What is the Instagram algorithm?

The Instagram algorithm is a group of ranking systems that personalize every user’s experience across the platform’s Feed, Stories, Explore, and Reels functions. Based on behavior from the user, their followers, and those they follow, Instagram suggests content they’ll likely enjoy and engage with. Instagram calls this behavior “signals.”

There is a pretty big misconception about the Instagram algorithm, though: it’s not one algorithm. Instagram uses various algorithms and thousands of signals to deliver different content across users’ Feed, Stories, Explore, and Reels. Each of these functions has its own unique set of algorithms, but for ease, we’ll refer to the collective algorithms as “the algorithm.”

What are the most important Instagram ranking signals in 2026?

“What is your Instagram algorithm based on?” is a tricky question to answer, as each Instagram algorithm is different. However, they all use AI to select, rank, and deliver content based on how relevant it is to the user. This means that signals like user behavior, post engagement, and watch time play significant roles.

Instagram algorithm 2026: Has it changed?

Toward the end of 2025 and into 2026, Instagram rolled out the “Your algorithm” feature. This lets users choose what they want and don’t want to see in Explore and/or Reels. To access this feature, open the Instagram mobile app, head to Explore/Reels, and click the “two hearts” icon in the top-right corner. 

This opens “Your algorithm,” which displays an AI-summarized list of content categories currently ranking in your Explore/Reels algorithm. You can add new categories, or remove content you don’t want to see anymore.

You can also add custom tags for content you want to see less of or not at all. If you want to review specific preferences for sensitive and political content, click the three-dot menu in the top-right corner. Users can also share a summary of their algorithm via Stories by clicking the paper-airplane icon in the top-right corner.

“Your algorithm” is still in the testing phase, meaning different users may have different access benefits based on things like location.

Beyond this feature, Instagram constantly tweaks its algorithm. This helps the platform keep up with content trends, shifts in user behavior, and technological advances. 

How does the Instagram algorithm work?

As we touched on before, each part of Instagram flexes a different set of ranking signals. Here’s how the algorithm works for Feed, Stories, Explore, and Reels.

How does the Instagram Feed algorithm work?

The main Instagram Feed contains a healthy mix of video, photo, and carousel content from users’ favorite accounts, suggested new accounts, and ads. The algorithm tries to serve a balance of content from accounts users already follow with fresh accounts it thinks they’ll want to follow.

Let’s look at the main groups of ranking signals for the Instagram Feed algorithm, in descending order of importance:

  1. User behavior: Likes, shares, and comments help Instagram understand what users have engaged with before, and are likely to chime with in the future. These signals cover everything from the subject matter to the format itself — if a user mainly scrolls through carousels of adorable puppies, Instagram will recognize that.
  2. Details about the post: This takes into account both the popularity and finer details surrounding a post. Instagram notes how other people engage with content, while also logging where and when it was published. 
  3. Details about the posting account: This helps Instagram measure how likely users are to engage with an account, considering things like how often other users interact with said account.
  4. A user’s history with the posting account: If a user has interacted with an account before, the algorithm may favor it when dishing out new content.

From here, Instagram sorts through content and serves it based on more signals. There are roughly twelve, but the most valuable are based on how likely users are to:

  • Spend a few seconds on a post
  • Comment on a post
  • Like a post
  • Share a post
  • Click an account’s profile photo
Water droplets on a table

How does the Instagram Stories algorithm work?

The Instagram Stories algorithm ranks content from accounts users already follow, plus relevant ads. Here are the core ranking signals for Stories:

  1. Viewing frequency: If a user frequently watches an account’s stories, the algorithm will prioritize that account.
  2. Engagement history: This looks at how often a user engages with a story, either by sending a like or a DM. 
  3. General closeness: The Instagram Stories algorithm assesses how close a user is to the account in question. This could relate to engagement outside of Stories, or if the two accounts are genuinely related by family, social group, and so on.

How does the Instagram Explore algorithm work?

The Explore algorithm is more recommendation-based than Feed and Stories, helping users find new accounts and content. Once Instagram looks at previous content a user has liked, shared, saved, or commented on, rankings are based on four main criteria. They are:

  1. Details about the post: This is similar to how the Feed algorithm analyzes a post, but with higher priority. That’s because Explore is weighted on finding content from accounts a user’s not seen before, meaning said accounts do most of the heavy lifting. Likes, shares, comments, and saves are crucial here.
  2. User behavior: If a user has liked, shared, commented on, or saved a post, the Explore algorithm looks for similar content.
  3. A user’s history with the posting account: Most Explore content comes from accounts users have never heard of. However, if they have seen the account before, the algorithm considers how successful that account and its content will be.
  4. Details about the posting account: This helps Instagram measure how likely users are to engage with an account, considering things like how often other users interact with said account.

How does the Instagram Reels algorithm work?

Instagram Reels’ algorithm works similarly to Explore: it finds videos users should like, then ranks them based on interest levels. Key predictions are made based on how likely someone is to watch the entire reel, like it, comment on it, or head to the audio page. That last one is worth remembering, as it suggests that users will make their own reel.

Tattooed person DJ-ing

The category splits for Instagram Reels’ algorithm in 2026, from most to least important, are:

  1. User behavior: This covers factors like which reels a user has liked, shared, saved, and commented on.
  2. A user’s history with the posting account: Like Explore, most reel suggestions come from unknown accounts. However, if both user and poster have interacted in the past, the algorithm has a better handle on if the user will like what’s on offer.
  3. Details about the reel: This covers everything from the visuals and music to how popular the content is.
  4.  Details about the posting account: While popularity and followers factor in here, the Instagram algorithm tries to give everyone a shot. If the content’s good and has potential to resonate with users, the algorithm doesn’t count it out. 

How to change your Instagram algorithm

If you want to shake up your Instagram algorithm, you can include and exclude content with “Your algorithm,” set up chronological browsing, or flag content you don’t like.

Include and exclude content with “Your algorithm”

We mentioned “Your algorithm” earlier, which uses AI to include and exclude content across Explore and Reels. Click here to freshen up. 

Use chronological browsing

If you used Instagram in the early days, you’ll remember that it operated without an algorithm. It was just the newest photos first, stretching down your Feed.

To activate chronological browsing, head to your Feed in the Instagram app. Click “For you” at the top of the page, and toggle the setting to “Following.” This only displays content from accounts you follow, in chronological order, across your Feed and Stories.

Flag content you don’t like

Want to see less of something? Mute the account or flag the content with “Not Interested.”

How to reset the Instagram algorithm

You can clear your Instagram algorithm by heading to “Your algorithm,” clicking “More content preferences” from the three-dot menu, then selecting “Reset suggested content.” This refreshes your algorithm and can’t be undone.

How do to “beat” the Instagram algorithm: 10 tips and tricks

You can’t “beat” the Instagram algorithm. It’s a complex set of rules that pair the right content with the right people. That doesn’t mean you can’t lean into the algorithm, though. 

If you’re a creator or business looking to get your content in front of more users, understanding and following the Instagram algorithm’s playbook is a solid start. Here are 10 tips and tricks to keep in mind when creating Instagram algorithm-friendly content.

1. Stick to the Community Standards

If you go against what Instagram deems acceptable, you won’t receive a boost from the algorithm. In fact, the platform deprioritizes content that spreads misinformation. Brush up on Instagram’s Community Standards here.

2. Use Reels

Reels is newer than Stories, Feed, and Explore, and is often favored by Instagram’s algorithm. Plan reels into your content calendar, and keep the vertical format in mind when shooting video or taking photos.

3. Tag locations

Location sometimes plays into the Instagram algorithm. Even if it’s not super important to contextualize your content, it doesn’t hurt to let Instagram know where you’ve been.

4. Post consistently

Following a schedule lets users know you’re reliable, and they can always come back for fresh content. Posting when your main demographic is online may also give your content an initial bump. In turn, this fuels the Instagram algorithm, which will notice the engagement and recognize that you’re trustworthy.

5. …but avoid back-to-back posting

Back-to-back posting might feel a little spammy to users, and the algorithm may come to the same conclusion. 

6. Appeal to a niche

The most-followed Instagram accounts have broad, near-universal appeal. Most other accounts don’t have that, and that’s fine. Instead, focus on your audience’s favorite topics and niches. Quality, not quantity, lets the algorithm know that your content’s landing — tap into what your audience loves with Instagram SEO.

7. Create interactive content

You’ve seen how much emphasis Instagram’s algorithm places on engagement. Include polls, stickers, emoji sliders, and more to give people the chance to connect. Actively ask users to comment during your content, and make sure you reply to them.

8. Use hashtags

You can include up to five hashtags in your Instagram captions. Use this space to help the algorithm understand your content’s context, intent, and target audience.

9. Avoid watermarks

While it’s tempting to reshare viral TikTok content, CapCut edits, or other content from third-party platforms, be mindful. Instagram’s algorithm deprioritizes content containing watermarked logos.

10. Be careful when posting duplicate or trending content

Posting duplicate content can be perceived as spam or clickbait. However, Instagram’s algorithm has evolved, and appreciates the power of sharing content that brings people together — think of global events like the World Cup or Eurovision. If you want to give someone else’s content your own spin, you can always use the “Remix” tool.

Whether you’re a solo influencer or part of a wider brand team, the Instagram algorithm helps get your content to the right users. To draw those people in and keep them there, you’ll need elite-tier content — everything from the visuals to the captions, the filters to the music. 

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Wrapping up with some FAQs

Now we’ve covered how the Instagram algorithm works in 2026, let’s finish with some frequently asked questions. 

Will the Instagram algorithm register a view from a follower if I view my own post?

No. Instagram will know this is you. Viewing and refresh-viewing your own content won’t help the Instagram algorithm rank your content, as the only audience for those views is you, rather than other users.

Can I use the timed posting feature to schedule content without affecting Instagram’s algorithm logic?

Instagram’s algorithm doesn’t downrank scheduled content. As long as said content has an audience and plays into the algorithm’s core signals, it’s no different from manually posted content.

Writing “link in bio” in your captions doesn’t affect how the Instagram algorithm views and ranks your content. As long as you’re not spamming people, you’re good to go.

Do longer reels perform well?

Watching ten seconds of a one-minute reel is the same as watching ten seconds of a five-minute reel. The Instagram algorithm works like this to avoid penalizing longer videos.

Does Instagram penalize reposted content?

The Instagram algorithm doesn’t downrank you for reposting your own content. Rather than reposting, it’s often more valuable to head into the comments of an old video to like comments and reply to users who’ve already engaged.

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