Instagram details its algorithm
Adam Mosseri publishes "Shedding More Light on How Instagram Works", explaining that Instagram uses several distinct algorithms across surfaces (Feed, Stories, Explore, Reels).
Key points
- Adam Mosseri clarifies that Instagram does not have a single algorithm but several systems depending on the surface: Feed, Stories, Explore, Reels.
- Each surface has its own signals: the Feed values relationships and interest, Explore values discovery, Reels values entertainment.
- The main signals cited: information about the post, about the author, user activity and interaction history.
- Instagram publishes these details to answer criticism about opacity and shadowban.
Analysis
This official post establishes that an effective content strategy on Instagram cannot be uniform: what works in the Feed (proximity, saves, view time) does not necessarily work in Explore (novelty, broad appeal) or in Reels (retention, shares).
For a brand, the stake is to map its objectives per surface: retain the existing audience via the Feed and Stories, capture new audiences via Explore and Reels. Understanding the signals makes it possible to align format, frequency and calls to action.
What to do
- Define a distinct content strategy per surface (Feed, Stories, Reels, Explore) instead of a single editorial line.
- Prioritize strong signals: saves and shares in the Feed, retention and shares in Reels.
- Analyze Instagram statistics surface by surface to reallocate effort toward the best-performing formats.
Each format has its own ranking signals. The content strategy must adapt surface by surface.