How the instagram algorithm works in 2026
Last week I made my fourth annual pilgrimage to Social Media Conference Cymru and it was as excellent as ever. I might share more of my learnings with you, but for now I really wanted to share a load of tips about how to use Instagram, which came directly from one of their employees, Dan Biddle.
Before we dive in, it's worth thinking about where Instagram, and Facebook, sit in your marketing strategy or plan. Are you a business that encourages, and relies on, repeat business from followers? Or is yours more of a one-off service and therefore you always need more new customers?
Knowing this will help you work out how best to use Instagram (and Facebook).
Dan talked us through all the various formats on Instagram on this very handy slide. Let's go through each one.
TRial reels - great way of testing to your non-followers
Trial Reels - this is just for your non-followers. A great way to test content on non-followers before rolling it out your followers. Or if you only ever want new customers then this could be perfect for you!
Reels - the 'grand-daddy of reach'
Reels - reels are a huge part of Instagram and is very much focused on growth and non-followers. A healthy account's reels should be getting about 70-80% non-followers on their reels - because your content is THAT good that the algorithm knows that other people will like it.
How to create a great reel? How to stop the scroll?
You need a great hook, great visuals and great captions. You need to 'reel' people in, in 3 seconds.
'View longevity' matters too - don't hook them in but mislead them, you need to hook them in and get them to watch the whole reel. If you stop the scroll, but then they swipe on, the algorithm sees your content isn't worth people's time, so duration time is key.
Someone sharing a reel is such a powerful signal to the algorithm. You want people to watch it and share it e.g. 'This is so us'. Are your reels relatable? Interesting?
In terms of the algorithm, it's looking at what people do at the end of your reel. Do they swipe to the next one, or watch it again? Ideally the latter - that will send strong signals to the algorithm.
A really useful point was made about the use of end frames. Most brands use a branded end frame, with a call to action - but do these cause people to swipe away? Could you consider not using an end frame?
carousels - add music to get into reels
"Carousels are having a moment right now"
Carousels - I learnt a lot in this section. Carousels are 'having a moment right now'. A great way to tell a story though multiple images/graphics.. and this was news to me....
If you add music to your carousel, then it can enter the 'Reels' ecosystem and algorithm. So again, carousels can become a great way of reaching new audiences and non-followers, who knew!?
Also with carousels, if someone 'likes' the first image, the algorithm will likely serve them the second image, so you get another 'bite of the cherry'
And while end frames can be detrimental on reels, they're ok on carousels because of the story telling element. This makes them more strategic in terms of being able to have a call-to-action, carousels should be another weapon in your armoury.
Single image posts -great for engagement
Single images - the old bread and butter of Instagram. Still great, but they mostly get seen by your followers. So use these for engagement, get your followers interacting with you on these posts.
We've moved from reach and non-followers, to engaging with your existing followers and now we're moving to conversion.
Insta stories - use them sparingly
Stories - stories are great for conversions, because you can easily add links in this format. But they only distribute to followers.
As with the other formats, the algorithm is looking at what you do next - are you swiping off your stories? With that in mind, Dan suggested using Stories sparingly - just 1 or 2 a day. If you post too many, and people get annoyed, it might get harder for your Stories to get served next time.
Insta Live - great way to maximise on engagement
Live - mostly used by retailers but could be used by so many other sectors. Dan made a great suggestion where if you post in the morning (e.g reel/image) and it's getting great engagement and interaction, lots of debate and questions, then announce you will be 'live' later on that day for a Q&A.
And last, but not least...
broadcast channels - for your 'ride or die' hardcore fans!
Broadcast - these are for your 'ride or die fans'. These people will buy from you immediately!
Should you cross-post between instagram and Facebook?
In the Q&A, Dan was asked about cross-posting. He said there was 'no detriment of cross-posting, but think contextually...'
There's usually only about 1% cross-over between Facebook and Instagram followers.
Think about both platforms and audiences - on Facebook you're competing with family updates etc. Consider using different copy and CTA (call to action) even if the content is the same.
Hope you found this useful :) You might like to read this blog post with social media tips from last year's conference. If you're stuck with social media - don't know where to begin or maybe hit a lull, why not book a power hour - that's enough time to come up with a loose plan and some ideas to get you started.
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