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How Instagram’s algorithm works


Instagram users were missing 70 percent of all posts and 50 percent of their friends’ posts before the app ditched the reverse chronological feed for an algorithm in July 2016. Despite backlash about confusing ordering, Instagram now says relevancy sorting has led to its 800 million-plus users seeing 90 percent of their friends’ posts and spending more time on the app.

Yet Instagram has never explained exactly how the algorithm chooses what to show you until today. The Facebook-owned company assembled a group of reporters at its under-construction new San Francisco office to take the lid off the Instagram feed ranking algorithm.

Instagram product lead Julian Gutman explains the algorithm

Instagram’s feed ranking criteria

Instagram relies on machine learning based on your past behavior to create a unique feed for everyone. Even if you follow the exact same accounts as someone else, you’ll get a personalised feed based on how you interact with those accounts.

Three main factors determine what you see in your Instagram feed:

  1. Interest: How much Instagram predicts you’ll care about a post, with higher ranking for what matters to you, determined by past behavior on similar content and potentially machine vision analyzing the actual content of the post.

  2. Recency: How recently the post was shared, with prioritisation for timely posts over weeks-old ones.