# Instagram Algorithm & Content Strategy

## Ranking Signals

Instagram uses separate ranking systems per surface:

### Feed & Explore
1. **Interest** — predicted relevance based on past behavior
2. **Relationship** — interaction history with the account
3. **Timeliness** — recency of post
4. **Session context** — what the user has been engaging with
5. **Account credibility** — content quality history

### Reels
1. **Watch time / completion rate** — #1 signal
2. **Shares** — highest-weight engagement (shares > saves > comments > likes)
3. **Rewatch rate** — users who loop back
4. **Audio usage** — trending audio boosts reach

### Stories
- Ranked by relationship closeness + viewing history
- Less algorithmic, more social graph driven
- Polls/questions/stickers boost interaction signals

## Format Strategy

| Goal | Best format | Why |
|------|-------------|-----|
| Maximum reach | Reels | Algorithm pushes reels to non-followers via Explore |
| Deep engagement | Carousel | Highest save rate, time-on-post increases ranking |
| Community building | Stories | Direct interaction, builds relationship signals |
| Evergreen discovery | Single image + SEO caption | Found via search and Explore |
| Brand credibility | Feed posts | Curated grid aesthetic signals quality |

## Content Patterns That Perform

### Carousel Hooks (Slide 1)
- "Stop doing X" — contrarian
- "X things I wish I knew" — experience gap
- "You're doing X wrong" — knowledge gap
- "{Number} {Timeframe} {Result}" — specific promise
- "This changed my X" — transformation

### Caption Structure
1. **Hook** (first line, visible before "...more"): Question, bold claim, or number
2. **Value** (body): 3-5 key points, keep paragraphs short
3. **CTA** (end): "Save for later", "Tag someone", "Drop a [emoji] if..."
4. **Hashtags** (in caption or first comment): 5-15 relevant tags

### Hashtag Strategy
- **Large** (1M+ posts): 2-3 for category (e.g., #coffee #coffeelover)
- **Medium** (100K-1M): 3-5 for niche (e.g., #pourover #specialtycoffee)
- **Small** (10K-100K): 3-5 for specificity (e.g., #pouroverbrewing #v60coffee)
- **Branded**: 1-2 (#yourbrandname)
- Place in caption (not comments) for SEO benefit

## Distribution Suppressors

Avoid:
- **Watermarks** — Other platform logos (TikTok, etc.)
- **Low-resolution images** — Below 1080px width
- **Engagement bait** — "Like if you agree" without substance
- **Excessive text overlay** — Instagram prefers visual-first content
- **Reposted content** — Original content is heavily favored
- **Banned/spammy hashtags** — Check before using niche hashtags
- **Link-in-bio spam** — Excessive promotional CTAs reduce engagement

## Posting Cadence

- Feed posts: 3-5 per week
- Reels: 4-7 per week (algorithm heavily favors consistent reels)
- Stories: Daily (maintains relationship signals)
- Carousel: 2-3 per week (highest save-to-impression ratio)

## Niche Audience Profiles

| Niche | Primary audience | Content style | Peak engagement |
|-------|-----------------|---------------|-----------------|
| Food | 25-45, female-leaning | Recipe videos, plating shots | Lunch/dinner hours |
| Fitness | 18-35, even split | Transformation, routines | Early morning, evening |
| Fashion | 18-34, female-leaning | Outfit grids, GRWM | Mid-morning, evening |
| Tech | 20-40, male-leaning | Tutorials, reviews, tips | Lunch, late evening |
| Travel | 22-40, even split | Photo dumps, guides | Weekends, evenings |
| Business | 25-45, even split | Value carousels, quotes | Weekday mornings |
| Art/Design | 18-35, even split | Process videos, final pieces | Evenings, weekends |