How to Get Your Content Seen: Giving Instagram’s Algorithm the Information it Needs

“Want your content seen by the right people on Instagram? Here’s why giving the algorithm plenty of information can boost your visibility!”

As a small business owner, you’re likely no stranger to the challenge of standing out on Instagram. With constant changes in the platform’s algorithm, it can be tough to get your content seen by the right audience. But what if you could turn this to your advantage? By understanding how Instagram’s AI-based algorithm works, you can make it easier for the platform to match your content with people who are genuinely interested in what you offer.

Instagram’s algorithm is designed to prioritise content that keeps users engaged. It uses AI to analyse a range of factors, from what viewers watch and like to what they skip over. So, if you want your posts to appear in users' feeds, you need to provide the algorithm with plenty of relevant information.

Adam Mosseri, Head of Instagram, recently explained why the platform continues to emphasise an algorithm-defined feed over a chronological one. Mosseri noted that algorithmic recommendations keep users engaged longer by showing them content they’re likely to enjoy. By “feeding” the algorithm more information, you help it understand exactly what your content is about, making it more likely that Instagram will show it to users who will appreciate it.

To maximise your reach, you need to make your content algorithm-friendly. Here’s how:

1. Text on Screen
   Use text overlays to highlight key points in your video or image. Not only does this make your content more accessible, but it also provides the algorithm with additional context. Think of it as adding keywords to a blog post; the clearer and more specific you are, the better the algorithm understands your content.

2. A Good Hook
   Your first few seconds matter! A strong hook captures viewers’ attention and tells the algorithm that your content is engaging. For example:

• Good Hook: “Today, I’m making 200 candles to prepare for Christmas!”

• Bad Hook: “Today turned out to be so busy.”

The good hook is specific and creates intrigue, which encourages viewers to stick around. The more viewers engage with your content, the more the algorithm sees it as valuable.

3. Voiceover
   Adding voiceover provides even more context and helps keep viewers engaged. If your audience is sticking around longer, that’s a positive signal to the algorithm, which means your content will likely be shown to more users.

Your captions aren’t just for storytelling—they’re also crucial for helping the algorithm categorise your content. By using relevant keywords, you can boost your discoverability. Let’s look at an example:

• Keyword-Rich Caption: “🎄✨ Prepping for the holiday season with our handmade, all-natural soy candles! 🎁 Let’s make 200 of them together. These cozy scents are perfect for Christmas gifts and creating a festive atmosphere. 🌲

• Bad Caption: “Getting ready for a busy holiday season! 🎄 Can’t wait for you to try these!”

The keyword-rich caption uses terms that potential customers might search for, like “Christmas gifts” and “soy candles,” and includes targeted words to help Instagram categorise the post. The bad caption, on the other hand, is vague and doesn’t tell the algorithm what the post is really about.

Why does all this matter? Instagram’s algorithm is modelled after platforms like TikTok, which prioritise content based on AI recommendations rather than your social network. Instagram shows users about 50% of their feed content through algorithmic recommendations, so if you want to reach new audiences, you need to help the algorithm understand what makes your content relevant and engaging.

While Instagram does offer some control over what you see, like the “Following” feed or the option to “Snooze” recommendations, the platform relies on its AI-driven recommendations to maximise engagement across the board. This means that the more information you provide, the better Instagram can connect you with users who are likely to engage with your content.

By giving Instagram’s algorithm the right information, you’re more likely to get your content seen by those who will value it. Text overlays, strong hooks, voiceover, and keyword-rich captions all play a role in helping the algorithm understand what you’re sharing. And remember, the more your audience engages, the more likely Instagram is to recommend your content to even more users.

Ready to put these tips into action? Leverage Instagram’s algorithm by feeding it the information it needs, and watch as your reach expands and your audience grows!