How to make the instagram algorithm work for your business!

What Exactly is an Algorithm?

Firstly let's discuss what an algorithm is. In short, an algorithm is a coded process, or a set of instructions, which sorts data to solve a problem. Instagram's algorithm is a process which ranks user-generated content by how popular it is. It then shows that popular content more often in timelines or feeds. Instagram also shows users recommended content that they may enjoy based on existing content they've interacted with or liked, which is a way of targeting users through personalised content.

So Why Does Instagram Need an Algorithm?

As a business, Instagram largely relies on user-generated content for generating revenue. The algorithm sorts content by popularity, meaning the most interacted with or viewed content, and shows you this content in addition to recommending content you might like to keep you using the app for longer. The longer you're using the platform, the more likely you are to click on an advert or make a purchase. This, in turn, makes the platform more desirable for businesses to advertise on and therefore creates more revenue for Instagram, which earns money from advertisers who promote products and services on the site. This algorithm business is, well, seriously big business.

Why Should You Be Using Instagram?

So you may now be asking yourself, if Instagram is out to make money for itself, what are the benefits in using the platform to market your own business? Using algorithms to define content and audiences is pretty standard across most marketing channels. It is not seen as underhanded, but instead as a savvy marketing method. The algorithm itself can be beneficial as it enables you to find your competitors more easily, as well as your intended audience. Here, the use of hashtags also comes into play. You can use hashtags for search on the platform, but also for growing and taking part in an online community associated with both your values and your brand. Instagram itself has grown enormously, with the social platform boasting over one billion users. Additionally, Instagram is popular because it allows for creative freedom and is often referenced in popular culture. With such a high number of users and this level of popularity, there's a great opportunity for your business. Keep in mind that the algorithm interprets, tracks and optimises all content. So the more your business account helps Instagram achieve its aims, getting people to stay on the site for as long as possible, the higher your post will appear in users' feeds. This is a huge benefit, as the more people you reach, the more your audience, and therefore your consumer base, grows.

How to Make the Instagram Algorithm Work for Your Business

You can make the most of the Instagram algorithm by curating content that works in line with its guidelines. This includes:
- Set up a business account so you can use insights to track trends and optimise your content strategy.
- Create quality content that is of value to your customers to maximise engagement and develop a user relationship.
- Post regularly and consistently, at least once a day, for optimum impact. If you post less often, your posts are shown for less time to your followers, so the algorithm encourages you to post more often.
- Test your post frequency and what types of content have the highest levels of engagement, then create more of this.
- Although Instagram Stories are excluded from the algorithm, using Stories to develop a relationship with your followers will help with overall engagement.

Final Thoughts

Hopefully this has given you a detailed insight into the Instagram algorithm and given you the tools to create an Instagram content strategy to boost your business. It's important to understand how the Instagram algorithm works and to use that knowledge to your advantage. Once you've grasped the basics, it should be easy to add some of the above user tips into your existing social media plan.