How does the Instagram algorithm work in 2024?
Posted: Mon Jan 20, 2025 5:44 am
In Spain, for example, the number of KOLs with more than 5,000 followers on Instagram increased by 10% in 2023 compared to 2022, according to data from Kolsquare. Similar growth rates were observed in France and Germany (+9% and +9.7%, respectively), while the number of KOLs in the United States and the United Kingdom increased by 5.7% and 5.5%, respectively.
"It's like the engagement rate: the stronger the community, the lower the rate. The same goes for performance: the more creators there are, the harder it is to stand out. And this is very true today when you see that most creators are making the same content," says Bonafé.
The growth of the social media and influencer marketing landscape creates a tough competitive environment. Whether it’s the number of KOLs entering the market, the volume and variety in the types of content being published, or the budget brands are willing to spend to intervene in consumers’ purchasing decisions.
Read also: Top 10 Instagram Influencers
This growth also extends to the weight of newer platforms such as TikTok or Twitch, which have disrupted the market status quo and diverted users' attention. Globally, people aged 16 to 34 have accounts on at least seven social networks and spend an average of 2.5 hours a day on social media.
"I don't think there's a particular decline in Instagram's performance, I just don't think it's keeping up with TikTok," says Abraham 'AB' Lieberman, CEO and founder of US-based influencer agency TikTok Clicks Talent.
"It's all about what you compare it to. A few years ago we were comparing Instagram to Facebook or Snapchat, and compared to that it was on the rise. Today, TikTok is extremely bigger and more successful in terms of numbers, metrics, rewards and potential, so it makes Instagram seem much less."
The fact that more influencers are publishing more content across the various digital channels has had a significant impact on performance metrics. The increased volume of content means that competition to appear on consumers’ homepages via platform ranking systems is much tougher than in the past.
On the other hand, users are beginning to interact with social media differently, feeling less and less attracted by the avalanche of content advertising branded products and services.
A recent Gartner study, for example, found that 50% of users would abandon or quality directors email database significantly limit their interactions with social media by 2025, and 53% of them believed that the current state of social media had declined compared to the previous year or five years ago.
While the competition to maintain high engagement is increasingly fierce , regardless of whether it is the profile of a microinfluencer, macroinfluencer or megainfluencer, as a brand it is necessary to understand the keys to how the Instagram algorithm works in 2024, in order to obtain a better return on investment . For this reason, below, we share with you some fundamental aspects that you should consider in your marketing campaigns with influencers on this social network.
User Engagement: How quickly followers interact with a post is a priority for Instagram’s algorithm. This identifies and prioritizes content that receives quick interactions, such as comments, within the first few seconds of posting. It also rewards accounts that respond quickly to these comments.
Compliance with community standards: It is essential to respect the guidelines set by Instagram when sharing content, whether in the form of Reels, posts or stories. Posting political, controversial, sensitive or low-quality material can also be one of the reasons for less content distribution.
Timing of posting: Choosing the right times to post may seem like a simple advertising strategy, but it can significantly impact the reach of your content. We recommend posting during the hours when your audience is most active to reach as many people as possible.
Creator-Follower Relationship: Instagram values the interaction between content creators and their followers, regardless of whether it is a small or large community. The more followers interact with an account, the more likely that the account's content will appear in their feeds , as the platform interprets that there is a mutual interest.
Time spent on the social network: The amount of time users spend browsing their Instagram accounts also influences the visibility of content. The longer the time spent on the social network, the more exposure the content will have in users’ feeds , which can increase its overall visibility.
"It's like the engagement rate: the stronger the community, the lower the rate. The same goes for performance: the more creators there are, the harder it is to stand out. And this is very true today when you see that most creators are making the same content," says Bonafé.
The growth of the social media and influencer marketing landscape creates a tough competitive environment. Whether it’s the number of KOLs entering the market, the volume and variety in the types of content being published, or the budget brands are willing to spend to intervene in consumers’ purchasing decisions.
Read also: Top 10 Instagram Influencers
This growth also extends to the weight of newer platforms such as TikTok or Twitch, which have disrupted the market status quo and diverted users' attention. Globally, people aged 16 to 34 have accounts on at least seven social networks and spend an average of 2.5 hours a day on social media.
"I don't think there's a particular decline in Instagram's performance, I just don't think it's keeping up with TikTok," says Abraham 'AB' Lieberman, CEO and founder of US-based influencer agency TikTok Clicks Talent.
"It's all about what you compare it to. A few years ago we were comparing Instagram to Facebook or Snapchat, and compared to that it was on the rise. Today, TikTok is extremely bigger and more successful in terms of numbers, metrics, rewards and potential, so it makes Instagram seem much less."
The fact that more influencers are publishing more content across the various digital channels has had a significant impact on performance metrics. The increased volume of content means that competition to appear on consumers’ homepages via platform ranking systems is much tougher than in the past.
On the other hand, users are beginning to interact with social media differently, feeling less and less attracted by the avalanche of content advertising branded products and services.
A recent Gartner study, for example, found that 50% of users would abandon or quality directors email database significantly limit their interactions with social media by 2025, and 53% of them believed that the current state of social media had declined compared to the previous year or five years ago.
While the competition to maintain high engagement is increasingly fierce , regardless of whether it is the profile of a microinfluencer, macroinfluencer or megainfluencer, as a brand it is necessary to understand the keys to how the Instagram algorithm works in 2024, in order to obtain a better return on investment . For this reason, below, we share with you some fundamental aspects that you should consider in your marketing campaigns with influencers on this social network.
User Engagement: How quickly followers interact with a post is a priority for Instagram’s algorithm. This identifies and prioritizes content that receives quick interactions, such as comments, within the first few seconds of posting. It also rewards accounts that respond quickly to these comments.
Compliance with community standards: It is essential to respect the guidelines set by Instagram when sharing content, whether in the form of Reels, posts or stories. Posting political, controversial, sensitive or low-quality material can also be one of the reasons for less content distribution.
Timing of posting: Choosing the right times to post may seem like a simple advertising strategy, but it can significantly impact the reach of your content. We recommend posting during the hours when your audience is most active to reach as many people as possible.
Creator-Follower Relationship: Instagram values the interaction between content creators and their followers, regardless of whether it is a small or large community. The more followers interact with an account, the more likely that the account's content will appear in their feeds , as the platform interprets that there is a mutual interest.
Time spent on the social network: The amount of time users spend browsing their Instagram accounts also influences the visibility of content. The longer the time spent on the social network, the more exposure the content will have in users’ feeds , which can increase its overall visibility.