Welcome to the world of Instagram, where engagement is the name of the game. Even after removing the publicly visible ‘likes’ in some markets, the Instagram algorithm is still the mysterious force that determines the fate of our content.
As we navigate the ever-evolving landscape of social media, staying ahead of the game requires a deep understanding of this cryptic Instagram algorithm. If I had a dollar for every time a creator (or brand, to be fair) has asked me how they can increase their engagement rate, what hacks I know, what secret insider info I had… well then I wouldn't be starting another business would I ;)
The Instagram algorithm determines the content users see on their feeds based on so many various factors. The exact details of the algorithm are not publicly disclosed (obviously), and its updated regularly to ensure maximum eyeballs are kept on platform, to increase the ad spots that Meta can spend. That said, some of the key elements that shape how it operates are known and able to be leveraged. In 2023, the algorithm has evolved to prioritize personalized experiences for users. Here's the cliff notes:
Unveiling User Interests: Instagram's algorithm is an expert at deciphering users' preferences. It takes note of their past interactions, likes, comments, and saved posts to curate a tailored feed. By understanding your audience's interests, you can create content that resonates and maximizes engagement.
The Power of Relevance: Relevance is the golden ticket to Instagram success. The algorithm analyzes the relationship between users and creators, the timeliness of content, and its engagement levels. By crafting relevant and timely posts, you increase your chances of appearing on your audience's feeds.
Understanding Engagement Signals: Engagement signals are the lifeblood of the algorithm. Likes, comments, saves, and shares act as beacons of popularity, indicating that your content is worth spotlighting. By encouraging meaningful interactions, you boost your engagement rate and win favor with the algorithm.
My advice to increase your overall engagement on your account:
Captivate with Carousels: Get ready to make heads turn with eye-catching carousels. Instagram's algorithm in 2023 loves diversity, so create multi-image or multi-video posts that showcase different facets of your brand. Through swipes and taps, you can captivate your audience, keep them engaged, and increase interaction.
Reel in the Engagement: Reels have taken center stage, and the algorithm is here for it. Embrace the power of short, snappy videos that entertain, educate, or inspire. Jump on trends, participate in challenges, or offer quick tutorials to reel in your audience's attention and foster engagement through likes, comments, and shares.
Foster Authentic Conversations: Meaningful interactions are the currency of engagement. Don't settle for surface-level engagement; encourage your audience to delve deeper. Ask thought-provoking questions, seek their opinions, and create a space for genuine conversations. By nurturing authentic dialogues, you'll win the algorithm's heart and boost your engagement rate.
Lights, Camera, Live: The algorithm loves a good live show! Leverage the power of Instagram Live to broadcast real-time content. Host Q&A sessions, share behind-the-scenes glimpses, or unveil exclusive product launches. The sense of urgency and interactive nature of live videos can skyrocket engagement as your viewers actively participate through comments, likes, and questions.
Embrace Content Diversity: Variety is the spice of life, and Instagram craves it too. Embrace different content formats, from photos and videos to Instagram Guides, IGTV, and Stories. Use these features to offer informative guides, longer-form videos, or ephemeral story content that disappears after 24 hours. By diversifying your content, you cater to different preferences and open doors to increased engagement.
Engage in Niche Communities: Discover the power of niche communities and become an active participant. Explore relevant hashtags, seek out industry-specific content, and engage with posts that align with your interests. Leave thoughtful comments, spark conversations, and build authentic relationships within these communities
Of course, it goes without saying, like any good experiment, you should test, learn, iterate. Figure out what your audience responds to, and double down on that. And accept the fact that both what your audience likes, and the algorithm, will change over time. If I find the silver bullet to solve for that, I’ll let you know ;)