LESSON 2: INSTAGRAM ALGORITHM

Instagram’s algorithm determines which content appears in users’ feeds, Explore page, Reels, and Stories. It aims to show users the most relevant and engaging content based on their interests and interactions. Here are the key factors that influence the instagram algorithm:

1. Interest:
   • Prediction of User Interest: Instagram predicts how much a user will care about a post based on their past behavior (likes, comments, shares, and saves).
   • Content-Type: Users see more of the content type they interact with the most (photos, videos, carousels).
2. Relationship:
   • Interaction History: Posts from accounts that a user frequently interacts with (through comments, DMs, and tags) are prioritized.
   • Direct Engagement: Accounts that are directly engaged with, such as friends and family, are shown more often.
3. Recency/Timeliness: More recent posts are prioritized over older ones, ensuring users see up-to-date content.
4. Frequency/User Activity: How often a user opens Instagram impacts the content they see. Frequent users see more chronological posts, while infrequent users see prioritized content.
5. Following/Volume of Accounts Followed: Users following many accounts see a more diverse array of content but from fewer posts per account.
6. Usage/Session Length: The length of time a user spends on Instagram affects how much content they see. Longer sessions result in more content being shown.

BEST PRACTICES FOR INSTAGRAM MARKETING

To leverage Instagram’s algorithm and maximize your reach and engagement, follow these best practices:

1. Post High-Quality Content:
   • Use professional photos and videos that are visually appealing.
   • Maintain a consistent aesthetic that reflects your brand identity.
   • Use editing tools and apps to enhance the quality of your content.
2. Engage with Your Audience:
   • Respond to comments and direct messages promptly.
   • Like and comment on posts from your followers and relevant accounts.
   • Use interactive features in Stories, such as polls, quizzes, and question stickers.
3. Leverage Instagram Stories:
   • Post regularly to stay top-of-mind with your audience.
   • Use Stories to share behind-the-scenes content, promotions, and real-time updates.
   • Create engaging and interactive Stories to encourage viewer participation.
4. Utilize Hashtags and Geotags:
   • Use relevant and popular hashtags to increase discoverability.
   • Create a mix of broad and niche hashtags to reach a wider and more targeted audience.
   • Geotag your posts and Stories to attract local followers.
5. Post Consistently:
   • Develop a content calendar to plan and schedule your posts.
   • Post at optimal times when your audience is most active.
   • Maintain a consistent posting frequency to keep your audience engaged.
6. Use Instagram Reels:
   • Create short, engaging videos with trending music and effects.
   • Share tips, tutorials, behind-the-scenes, and fun content.
   • Take advantage of the algorithm’s favorability towards Reels for higher visibility.
7. Collaborate with Influencers:
   • Partner with influencers who align with your brand and have a genuine following.
   • Collaborations can increase your reach and credibility.
   • Use influencer-generated content to add variety and authenticity to your profile.
8. Utilize Instagram Shopping:
   • Set up an Instagram Shop to allow users to browse and purchase products directly.
   • Tag products in your posts and Stories for easy shopping.
   • Use Shopping Ads to promote your products to a wider audience.
9. Monitor and Analyze Performance:
10. • Use Instagram Insights to track metrics like engagement, reach, and follower growth.
    • Identify which types of content perform best and adjust your strategy accordingly.
    • Experiment with different content formats, posting times, and hashtags.

Example: Consider a Nigerian fashion brand on Instagram:

1. 1. High-Quality Content: The brand posts professional photos of its latest clothing collections, ensuring each post aligns with its aesthetic and brand identity.
   2. Engagement: The brand actively responds to comments and DMs, likes and comments on followers’ posts, and uses interactive Story features like polls and question stickers.
   3. Stories: The brand posts daily Stories showing behind-the-scenes footage of the design process, customer testimonials, and flash sales.
   4. Hashtags and Geotags: Each post includes a mix of popular fashion hashtags (#NigerianFashion, #AnkaraStyles) and geotags relevant to the location (Lagos, Abuja).
   5. Consistency: The brand follows a content calendar, posting new content every day at peak times when its audience is most active.
   6. Reels: The brand creates engaging Reels featuring styling tips, fashion shows, and influencer collaborations.
   7. Influencer Collaborations: The brand partners with local fashion influencers to promote new collections, increasing its reach and credibility.
   8. Instagram Shopping: The brand has an Instagram Shop set up, with products tagged in posts and Stories for easy shopping.
   9. Performance Monitoring: The brand uses Instagram Insights to track engagement, reach, and sales, adjusting its strategy based on what performs best.

By implementing these best practices, the fashion brand can effectively utilize Instagram’s algorithm to maximize its reach, engagement, and overall success on the platform.