# Instagram Algorithm 2024: How Brands and Creators Can Achieve Success

Let's break down the current Instagram algorithm. Here's how it works in 2024 and what you can do to use it to your advantage.

Table of contents

- [How does the Instagram algorithm work?](/content/blog/instagram-algorithm#how-does-the-instagram-algorithm-work/index.html)
- [How to “beat” the Instagram algorithm in 2024](/content/blog/instagram-algorithm#how-to-beat-the-instagram-algorithm-in-2024/index.html)
- [Revamp your Instagram strategy](/content/blog/instagram-algorithm#revamp-your-instagram-strategy/index.html)

Ah yes, the ever-changing Instagram algorithm. Just when you think you’ve figured it out, it’s changed again.

If you’re experiencing a drop in impressions or declining engagement, keep reading. We’re breaking down the key factors that determine how high your content ranks on someone’s feed — and giving you 8 actionable ways to use the Instagram algorithm to your advantage in 2024.

## How does the Instagram algorithm work?

Moving away from a chronological timeline, Instagram introduced its algorithm in 2016 to customize each user’s Instagram feed to surface the “best,” most relevant content for that individual.

While it seemed elusive for a while, in 2018, Instagram revealed the 6 [main factors that affect its algorithm](https://techcrunch.com/2018/06/01/how-instagram-feed-works/?guccounter=1&guce_referrer=aHR0cHM6Ly9hbmltYWx6LnF1aXAuY29tLw&guce_referrer_sig=AQAAABmuxVI9s7MoBMKc0U8c8MhfibFP37FEI9e7uXHj04R7ghm-WU0FuJW-AXby3GObjAPyJCjgTgRkyE1I3bs9Kui_M1lnf6rw-7ljMsymWkjhpqXWF6zBF8n0kICpfEiUCIW6EPI6DY7FRed131s8R-es2QDi58VGQa4KIW3PBwH3&utm_source=aspire.io&utm_medium=site):

1. **Interest:** This is how much the Instagram algorithm predicts you’ll care about a post, with higher ranking for content that matters to you. This factor is dependent on your past behavior with similar content.
2. **Recency:** This means more recent content will take priority on your feed. Newer posts are often more relevant, and therefore are ranked higher in the feed than older ones.
3. **Relationship:** This is a prediction of how close you are to the person who shared content, with higher ranking for people you interact with a lot on Instagram.
4. **Frequency:** This tool tracks how often you open the Instagram app, as it will try to show you the best content since your last visit.
5. **Following:** The more people you follow, the less you may see from any specific account.
6. **Usage:** This is a measure of how long you spend on Instagram, which will determine if you’re just seeing the best posts during short sessions, or digging deeper into the feed in longer sessions.

While these factors are still important to keep in mind, we’ve got some new actionable tips for you to take advantage of the Instagram algorithm to get your content in front of your desired audience in 2024.

## How to “beat” the Instagram algorithm in 2024

### 1. Post original content.
While posting original content may be a no-brainer for many brands and creators, the practice is becoming even more important starting this week.

Instagram introduced [a few new changes](https://www.theverge.com/2024/4/30/24144571/instagram-algorithm-ranking-recommendations-reposted-content) to its ranking system to better highlight original content. The change comes as Meta starts cracking down on aggregators, or accounts that download or screenshot other users’ videos and photos and repost them.

### 2. Work with creators from all “tiers.”
If you’re focused on working with macro-influencers and celebrities, it’s time to expand your influencer marketing horizon.

Historically, creators with large followings and those who frequently repost content have enjoyed the most visibility.

### 3. Get on Threads.
[Threads](https://www.threads.net/), Meta’s text-based conversation app reminiscent of Twitter, offers users the ability to share text, images, and videos.

### 4. Diversify your content format beyond Reels.
Since it launched in 2021, Reels have been heavily prioritized by the Instagram algorithm.

### 5. Make your content share-worthy.
Instagram Chief Adam Mosseri emphasized the importance of creating share-worthy content.

### 6. Be consistent with your posting schedule.
Posting often is encouraged by Instagram.

### 7. Jump on the trending audio bandwagon.
Using trending audio in your content is important for engagement and account growth.

### 8. Use hashtags — but not too many.
Adding hashtags to your post can increase your chances of reaching a wider audience.

## Revamp your Instagram strategy
While there is no one-size-fits-all solution to growing your Instagram engagement, following these tips and analyzing what kind of content performs the best will help inform your Instagram strategy for the rest of the year.