- Instagram does not have a single algorithm, but four different ones for Feed, Stories, Explore, and Reels.
- The three main ranking criteria are watch time, likes per reach, and sends per reach.
- As of April 2026, accounts that mostly upload other people’s content are removed from recommendations.
The Instagram algorithm is the system that decides who will see the post you just uploaded. According to the head of the platform, Adam Mosseri, it works by using data to predict what interests each user. Instead of showing everything in chronological order, it evaluates every post by calculating the chances of interaction.
In Greece, according to NapoleonCat, active users reach about 5-6 million in 2026. Half the country’s population is on the platform. For a gym in Heraklion or a hair salon in Kalamaria, understanding this system determines whether their work will reach a potential customer’s screen or get lost among thousands of other posts.
How the Instagram algorithm works in practice
There is no single algorithm. Mosseri explained in May 2023 that Feed, Stories, Explore, and Reels evaluate content differently. The platform separates the accounts you already follow from those you do not know.
In the Feed, the platform looks at your activity and your history with the specific account. It predicts five actions: time spent, comment, like, share, and profile visit. Stories, on the other hand, exclusively show accounts you follow. According to the September 2025 system card, view history and the relationship with the creator matter there. The system calculates if you will tap, reply to a question, or swipe away.
In Explore and Reels, you mostly see recommendations from unknown accounts. In Explore, the details of the post itself matter more. In Reels, Instagram examines the video and the creator to guess if you will watch to the end, share or like it, and visit the audio page.
The 3 criteria that determine your reach
In January 2025, Mosseri revealed the three main ranking criteria. These are watch time, likes, and sends in DMs. Comments are missing from the top three.
“pay close attention to average watch time, likes per reach, and sends per reach.”
Adam Mosseri, Head of Instagram
The “per reach” ratio is crucial for small businesses. The percentage of people who saw the content and reacted matters more than the absolute number of likes. A tavern in Naxos with 1,000 followers outperforms an account with 50,000 followers if 10% of its audience likes the video, while only 1% reacts on the large account. Mosseri clarified that likes are slightly more important for connected content, and sends are slightly more important for unconnected content.
Reels, carousels, and the rule of originality
Data shows which formats perform best. An analysis by Socialinsider for 2025 shows that the engagement rate for carousels remains at 0.55% and for Reels at 0.52%, while single images dropped to 0.37%. These percentages explain why the engagement rate on Instagram requires content that keeps the user on the screen.
Carousels and Reels maintain the highest engagement rate, while single images lag significantly.
Since August 2024, views and their replays have been the primary metric for all formats. In April 2026, the platform added share rate and skip rate to Insights, showing creators how many people skip their Reels for businesses.
The strictest change came on April 30, 2026. Accounts that systematically repost other people’s content are removed entirely from recommendations. Originality is now mandatory. At the same time, accounts with over 1,000 followers use Trial Reels to test videos exclusively on non-followers.
The myths you need to ignore
Baseless advice circulates around the algorithm. The biggest myth concerns the power of sends. Articles claim that a send counts 3 to 5 times more than a like, but Instagram never published such a multiplier. Mosseri simply said that sends are slightly more important for non-followers.
Hashtags are another source of misunderstanding. Users used to fill captions with 30 tags. On December 18, 2025, Instagram set a limit of five hashtags for Instagram per post. Mosseri made it clear:
“Contrary to popular belief, hashtags are not a way to get more reach.”
Adam Mosseri, Head of Instagram
They only serve to categorize the post and for search. Finally, the quest for the “perfect posting time” is futile. Major studies disagree: Buffer suggests 15:00 and 18:00, while Later points to 05:00. They only agree that weekdays perform better than weekends.
Practical advice based on official announcements from Adam Mosseri and Meta.
- Focus on watch time and sends
- Use up to 5 relevant hashtags per post
- Original content and testing with Trial Reels
- Expecting comments to skyrocket ranking
- Using 30 hashtags (the limit has decreased)
- Systematic reposts (more than 10 in 30 days)
Important limits and metrics every content creator should know.
How to reset your feed recommendations
In November 2024, Instagram introduced the “Reset suggested content” feature. Mosseri warned that this move makes the feed less interesting at first, until the system relearns your preferences. You can clear your recommendations through the settings:
- Go to your profile and tap the three lines in the top right.
- Select “Content preferences” (or “Settings and activity”) and then “Reset suggested content”.
- Read the terms, review the list of people you follow, and tap “Reset suggested content” again.
This feature clears suggested posts in Explore, Reels, and Feed, building recommendations from scratch.
1Go to your profile and tap the three-line icon in the top right corner.
2From the settings menu, select Content preferences.
3Tap Reset suggested content and confirm the full restart.
Swipe for the next steps →
For milder adjustments, tweak “Your Algorithm”. Open the Reels or Explore tab and tap the icon in the top right (two lines with hearts). There you can see the topics Instagram thinks interest you, and you can remove or add categories.
If you constantly see posts that do not concern you, tap the three dots and select “Not interested”. This action trains the algorithm faster than simply scrolling past.
Frequently asked questions
What changed in the Instagram algorithm in 2026?
The biggest change is the strict penalty for unoriginal content. Since April 30, 2026, accounts that systematically upload material from other creators are removed from suggested posts. Also, new statistics were added to Insights, such as share rate and skip rate.
How do I reset the Instagram algorithm?
Go to your profile, tap the three lines, select “Content preferences”, and then “Reset suggested content”. This action deletes your previous preferences and resets your recommendations.
What is the best time to post on Instagram?
There is no single ideal time for everyone. Studies disagree, although weekdays perform better than weekends. The system pays attention to when your specific audience is active, so you need to check your own Insights.
Do comments matter for the Instagram algorithm?
They count, but they are not among the top criteria. The head of Instagram clarified in January 2025 that the three most important signals are watch time, likes per reach, and sends per reach.
Managing social media requires consistency and time that a small business rarely has to spare. If you want an active presence without dealing with posts every day, InstaBot provides the solution. It connects to your site, learns your style, and creates posts, reels, and carousels. Through the Autopilot feature, it publishes the material at the best times per post type.
Sources
- Keywords Everywhere – Instagram Algorithm Updates
- Kompozy – Mosseri ranking signals guidance
- CreatorFlow – Instagram Algorithm 2026
- Fridai – Instagram Algorithm 2026
- UNILAD Tech – Instagram boss explains how algorithm works
- ALXO – Instagram ranking in 2026: the signals that are on the record
- TechCrunch – Instagram will soon let you reset your recommendation algorithm
- Instagram – Control Your Instagram Reels Algorithm
- We Are Digital Diplomacy – Are Hashtags Still Relevant?
- Socialinsider – 2026 Instagram Organic Benchmarks
- NapoleonCat – Social media users in Greece
