Head of Instagram, Adam Mosseri, has been breaking down how ranking works on the platform in a short video series. Understanding Instagram’s ranking system is crucial for creators looking to maximize their reach and engagement. Here’s what you need to know:

Two Types of Ranking

Instagram categorizes content reach into two main types:

1. Connected Reach – Content shown to accounts that already follow you.
2. Recommendations (Unconnected Reach) – Content surfaced to accounts that don’t follow you yet.

The Three Key Metrics for Ranking

‍Regardless of whether your content is reaching your followers or new audiences, Instagram’s ranking algorithm prioritizes three essential engagement metrics:

• View Rate – How long someone watches your video.
• Likes – How much engagement your content receives (more crucial for connected reach).
• Sends – How likely users are to send your video to others (more crucial for unconnected reach).

The most important metric for both types of ranking is average watch time—the longer people stay engaged, the better your content will perform.‍

Boosting Your Reach with Trail Reels

‍If you’re worried about over-posting or fatiguing your followers, Instagram’s Trail Reels feature allows you to bypass your connected audience and target new viewers directly, making it a powerful tool for growth.

‍How to Get Your Content Recommended

‍For your content to be eligible for Instagram’s recommendation system, it must meet these five criteria:

1. No watermarks (avoid reposting TikTok content with visible logos)
2. Add audio (especially for photos and carousel posts) 
3. Videos must be 3 minutes or less
4. Ensure your content is original 
5. Maintain good account status (Check by going to Profile > Account Status)

How Instagram Ranks Stories

‍Unlike feed posts and Reels, Stories are primarily designed to reach your existing followers. They are ranked based on:

• How likely people are to like or engage with your story
• How likely someone is to reply or share your story

Stories are best used to engage your most passionate audience with behind-the-scenes content, timely updates, and direct interactions.

‍Stay Tuned for More Updates

‍This series is still ongoing, and we’ll continue to update this post as Mosseri shares more insights. Want more tips on growing your reach? Sign up for our weekly newsletter for insights into social media trends and strategy!