The Impact of Instagram Algorithm on Marketing

Instagram is one of the key networks in the online marketing strategy of many eCommerce businesses. That is the reason why it is mportant to stay up-to-date with the latest developments around it.

We are talking about features that have been progressively incorporated (stories, reels) and, as in this case, changes in their algorithms. These may seem less appealing at first glance, but they are crucial because they determine the reach of our posts.

Let's get into the details, but above all, let's discover what we can do to improve our positioning on Instagram as an eCommerce business.

Like Google and other online platforms, Instagram uses an algorithm specifically designed to show personalized content to each user based on a series of variables and signals.

This algorithm works somewhat differently within different parts of the network. Depending on the section, it uses various signals to determine the optimal content.

When we access the feed or timeline, we see a set of posts from the accounts we follow, combined with others that the system determines are relevant to us.

The signals it uses to establish this ranking are related to:

Although in this case, Instagram only shows content from accounts we follow, the algorithm works similarly to those of other platforms. It uses different variables to determine which stories appear and in what order.

Reels, which some accuse of being a TikTok clone, are increasingly popular among Instagram users. Here, users look for a lot of content and recent content.

So these are the signals Instagram uses:

And if we talk about trends and novelties, the Explore tab is where users go to discover content and creators outside of those they usually follow.

Here, two variables take precedence:

Actually, it still uses the same ranking factors, only it has started to weight them differently, and above all, there are certain types of content that it is beginning to show less.

Positive signals, as we have mentioned, relate to the ability to generate interaction, the time spent viewing each video, the frequency of posting (it values consistency and high frequency), and the originality of the content (this is fundamental).

Therefore, the ideal content in the eyes of the algorithm must meet these variables.

The main novelty is that the size of your audience or the number of followers you have will no longer matter as much, so any account can go viral if their content deserves it.

In this sense, it once again "draws inspiration" from how TikTok works, one of its best features being the ability to achieve significant reach with small accounts.

On paper, this is a very interesting move because, after many years of seeing the natural reach of posts decline, the new algorithm could make Instagram organically interesting again for many brands.

Let's be specific with a quick list of tips that can be very useful to get the most out of the new Instagram algorithm:

Now that we understand how the content should be, it is almost equally important to know what does not work and even what practices or types of content can penalize your account's performance.

@Coconutbowls is a company that sells kitchenware made from coconuts. It is sustainable, ethical, and handcrafted.

Why is it going well for them? They have embraced reels, in short formats, technically and artistically polished, and provide an extra for their community by including a healthy recipe in each post that can be enjoyed in one of their bowls.

Of course, all the content is original and created specifically for their channel.

The Instagram profile of the online store @bedbathandbeyond, although it already has a significant number of followers, has everything needed to rise rapidly thanks to this algorithm change.

Their content is fresh, well-crafted, and often manages to make you smile. Their "trick" is knowing their audience very well, so all their videos and photos are thoughtfully planned.

Pay special attention to the editing of their videos; they have many stimuli, transitions, effects... the narrative is fast-paced to keep the user's attention.

This is not only a current trend but will continue to grow because social media users need an extra incentive to watch videos fully and not skip to the next one.

Since we are talking about content focused on its audience, we cannot miss the opportunity to recommend the Instagram account @flamingueo.

Products for such a young audience, like their decor items and accessories, require an Instagram strategy that guarantees high interaction.

Especially in stories, where they hold many contests to ensure engagement. Very recommendable to keep them on your radar.