How the Instagram algorithm works in 2026

The Instagram algorithm decides what appears in Feed, Reels and Stories. Instagram doesn't publish an exact formula, but from behavior and updates we can infer principles – and what helps reach.

When it's relevant

• You want to understand why a post gets or doesn't get reach – Matching the algorithm helps you make better decisions.
• Planning a content strategy – Knowing how Feed, Reels and Stories work helps you choose formats and tactics.
• Account not growing – Understanding the algorithm helps identify what to improve. Why your account isn't growing.

How the algorithm works – principles (2026)

1. Engagement – Likes, comments, shares, saves and Story replies. The more people engage, the more the algorithm treats content as relevant and expands reach.

2. Time and retention – In Reels: how many viewers stay until the end. In Feed: how long people spend on a post. Content that holds viewers gets a boost.

3. Relationships – Instagram favors content from accounts you engage with, save or watch a lot. Same with your followers – if they engage with you, they're more likely to see your next content.

4. Freshness – New content gets a chance. If it gets engagement quickly – reach expands. If not – it drops.

5. Reels vs Feed – Reels are shown to people who don't follow you (Explore/Reels). Feed is more influenced by followers and engagement with them. How to make Reels on Instagram.

Common mistakes

• Thinking there's one "trick" – The algorithm is complex. Consistency, quality and engagement matter together.
• Buying likes or comments – Hurts credibility and can reduce reach.
• Ignoring retention – In Reels especially, watch-through rate is critical.

Summary

The Instagram algorithm is based on engagement, watch time and retention, relationships with followers and freshness. Reels get broader reach; Feed is more focused on followers. Invest in content that sparks response and stays consistent.

Next steps

• How to get more followers on Instagram – growth
• Common mistakes that hurt reach – what to avoid
• How to make Reels on Instagram – Reels basics