Instagram is updating their algorithm constantly. Thanks to their AI engine, their recommendations are getting more and more relevant. How do you “hack” the system? How do you ensure that your content gets seen by your current audience, as well as new followers?
We won't cover any black-hat tactics. Rather, we will focus on concrete steps that can help you succeed in the long run.
First things first. Instagram is taking these six factors into consideration when looking at your content:
Later did a great job describing these factors in their post. For podcast lovers, here is Buffer's session on how the algorithm works.
We promised seven simple ways to hack the algorithm – while not using any black hat tactics. Let's get started.
1. Create Valuable Content For Your Followers
Hold on. We know this is a vague suggestion. But answer a few questions for yourself, first:
Can you describe your audience – their interests, habits, values, desires and headaches? Do you know exactly what content drives your audience?
If not, your content cannot appeal to them. Knowing your followers and being able to create content they're truly passionate about is the key.
Your reward will, needless to say, be better content ranking, a higher organic reach and (genuine) engagement.
2. Know When Your Followers Are Active
Timing is one of the key factors. Make sure to dig into your analytics and see when your audience spends time on Instagram. You may find plenty of general tips on when to post. Forget about them. Make decisions based on your own data. To save time, use tools that help you schedule posts and automate your work.
📖 Read more about the best social media scheduling tools for 2020.
3. Engage With Your Followers Like No One Else Would
Engagement is everything. We cannot stress this enough. Relationship, the second most important factor for the Instagram algorithm, is about giving your followers reasons to interact with you.
By answering comments, giving personalised tips and warm thank you messages, you ensure people will lead a conversation, rather than passively consume what you serve.
4. Build Alliances With Other Content Creators
Collaborating with other content creators in your field may help you get higher exposure Thus, you can engage with more people and not only grow your followers, but also increase your reach and engagement.
The more people you attract, the better it is for your ranking on Instagram. Alliances with other influencers and creators can be of great benefit – for all parties. Inviting hosts to your live streams is one example of such a tactic.
5. Get Other Accounts to Publish Your Content
The history of the account matters. Find accounts that have been in the game for some time, reach out to them and offer your unique and engaging content. If they find value in what you do, they may use your content for their own post or story and publish it (while tagging you). Thus, your content gets in front of many people, you grow your followers and you outsmart the algorithm by leveraging other Instagram accounts.
There is one important thing that hasn't been said yet. The partnered account must speak to your audience about you. If there is no correlation, success won't come.
Here is how Lee Ryan took advantage of the size of Adidas' audience by having his post shared.
6. Use New Instagram Features to Rank Higher
Instagram regularly rolls out a plethora of new features. These features – like it was with Stories a few years ago – are preferred by the algorithm in some cases. Using the newest features can help you get the most out of the system. This is something that needs to be tested and may not be applicable for all accounts.
Instagram launched an official profile called @Creators where they suggest tactics and answer frequently asked questions on how the algorithm works. Check that out for inspiration.
7. Behave Like a Personal Profile
Instagram – as well as Facebook – prefers connections between friends and family. Brands have been sidelined. To take advantage of it, try to behave like a personal profile. One of the tactics you can use is sending voice messages to your followers. Not a spam message, always think of the value, of course. But by doing so, you give signals to Instagram that you engage with your followers like personal profiles do – most businesses don't do that. The results should be an increased organic reach of your content… Test it out.
