Too many people blame the algorithm for their problems. And I get it. The algorithm, with its ever-changing landscape, is an easy scapegoat. But here’s the truth of the matter. The reason your content is probably failing is because you aren’t making an algorithm-friendly post. It’s a hard pill to swallow. But you are the maker of the content and the success. If your content isn’t doing well, it’s probably because the post is confusing and the algorithm is having a tough time categorizing it. Let’s fix that.

What elements make an algorithm-friendly post?

An algorithm-friendly post will need to invoke a fluid interaction of:

1. The content (either picture or video)
2. The caption
3. The hashtags
4. The audio
5. The on-screen text (if applicable)
6. The location (if applicable)

We will dive into each one of these individually. And for ease of understanding, we will be assuming that the only thing you post on Instagram is Reels.

Now please be aware. Even if you make a perfect post, there are other factors that affect the algorithm and your success on social media.

If you only use social media to post and then immediately leave the app, that is not good enough.

Not being social with other accounts is also not good enough.

Or if you are posting a mocked up image that you made on Canva, that is not good enough. Something that screams “print ad” will always fail.

So make sure that when you post, you are posting high-quality, original content. And make sure your caption reflects what is happening in the photo or video. Every element of your post has to line up with the content of the video and the caption. That is how you make an algorithm-friendly post.

Here’s an example Reel of what not to do:

This is an example/fake post. Just imagine that the video above invokes a need for the viewer to want to read the caption to answer the question. But the caption does nothing to answer the question. So now you’ve confused the viewer and provided nothing to them. Additionally the hashtags are very broad when it comes to #fun and #wow. Then you have really specific hashtags, but again they don’t relate to the video with #influencerunder10k and #wherearethecuteboys.

The algorithm is going to read this the same way you do – “WTF?!”

Nothing lines up with each other. And the algorithm won’t know how to categorize this content.

Instead you need to think about every element of your content that you create as a funnel.

The content “funnel” for an algorithm-friendly post:

1. Your content topic should be clear. This is what people are visually looking at as your post. This is the biggest thing that viewers will see and thus the largest part of the funnel. So make sure that the topic of the video is specific.
2. Next go into the details with the caption. Not all of your viewers will become readers. But if you point your viewers to the caption to learn more, it is important to give context.
3. Then the hashtags. Again, not all readers will read the hashtags. But you know who does? The algorithm! Trying to be broad with your content, caption, or hashtags will not help you cast a wider net. Instead it will lead to more confusion with how the algorithm is supposed to classify your content. And it won’t help find viewers that are looking for that kind of content.

Pro tip: I have personally chatted with Instagram and can confirm that you should be using between 6-8 hashtags in your content.

4. If used, the trending audio should also align with the point you are trying to make or the feeling you are trying to invoke. (PS, not every piece of content needs something trending. It’s ok to post original audio and still be successful.)
5. If applicable, make sure your on-screen copy relates to the point of the video. Don’t ask a question on the on-screen copy if you don’t intend to answer it in the caption. Conversely, don’t share about an exclusive event in the on-screen copy and then talk about something completely different. It all has to align.
6. And lastly, if applicable, add a Location to your post. Adding a location to your post can help people find your content. Especially if it is a popular place that people are looking to explore for themselves. It can also encourage people to Save the post for later. It can even help a brand find a creator to work with. But it should only be used if your content is about that location itself. Many people add a location JUST to add a location. You should not do that.

How to properly use hashtags

Instagram has confirmed that you should only be using 6-8 hashtags. That being said, you can’t be wasting this opportunity. Here is the best practice in utilizing your hashtags:

• 2-3 hashtags should be within 1-3 million uses
• 2-3 hashtags should be within 500k-999k uses
• 2 hashtags should be within 10,000-499k uses

Everyone thinks that they should use the most common hashtags and that is wrong. Over-saturated hashtags won’t expand your reach but rather make your post get lost in the noise. Additionally, if you use under-saturated hashtags, you run the risk of no one finding your content because it’s too specific.

Lastly, you should use a variety of hashtags across your content. Every algorithm-friendly post should have hashtags that specifically relate to the content. If you only use the same 6 hashtags, you will never reach new audiences. And odds are that your content is not always about the same topic.

This is the same for small shops as well. Many people want to use the hashtags that support small creators. But do you know who is looking at and using that hashtag? Other small shops, not customers. So swap out that #smallshopsunder10k hashtag for something more specific to what you are selling.

How to properly use trending audios

Now let’s answer everyone’s biggest question – how do I use trending audios? Audios have been instrumental in making algorithm-friendly posts over the last few years. A trending audio is defined by Instagram as any audio that has been used a certain amount of times within a 24 hour timeframe. The “certain amount of times” usage rate has not been disclosed by Instagram.

Instagram is great about easily showing when an audio is trending with the small arrow next to the audio’s name. If an audio is trending, you will see this arrow next to the audio name.

Clicking the audio name will pull up the audio’s profile, showing you the videos people have posted using that audio. This is helpful if you need more inspiration on how the trend is being used by others. You can also watch content using that one audio in one spot. But more importantly it shows you how many uses that the video has. This is the biggest thing you need to pay attention to.

The fact that an audio is trending should not be the only thing considered when using an audio. Because an audio may be trending, but have 500k uses. This is too high of a use rate. Because you will now have to break through the noise of 500,000 videos already using that audio.

Instead you need to find trending audios that are under 10,000 uses. Or better around 1,000 or lower! Taking advantage of these audios when they are so new will have a massive influence on your content’s success.

Are trending audios still relevant for an algorithm-friendly post?

If I’m being honest, trending audios are becoming less and less relevant to success. More people are flocking to original content. As such, trends and the trending audios associated with them are taking a backseat. They are becoming more of a secondary to the piece of content as opposed to the primary driver of content-making.

The reason I believe this is happening is because more people are creating content. And viewers are looking for the best of the best. They’re looking for entertainment. And trending audios makes it easy for creators to make copy-cat content. Which on some level can help you if you hop on a trend early. But originality is being rewarded and is the defining factor of going viral.

So in my opinion, use trends sparingly. Don’t make it the only content that you make. And instead focus on what makes you unique to your followers.

How to properly use Location

Location has a powerful influence on your content. Especially if you are the type of person that films at different and specific locations. Do not tag a location that you were not at in the video.

If you are at the beach, tag that specific beach. If you’re in Fort Lauderdale, don’t tag an LA beach just because it’s more popular. Location is supposed to be used to help people find what that location may look like or things to do in that area. It can be misleading if you aren’t tagging the location that you are actually showing in the video.

Additionally, if you are posting something that was filmed in your home, there is no need to add the location. Locations should be added and used if you are actively talking about the location itself or believe that a viewer would want to know where you are to visit themselves.

Here is a clear posting checklist to follow for an algorithm-friendly post:

1. Content has a clear objective.
2. Caption relates to the action of the video or gives more information about what is going on in the video.
3. Hashtags relate to the video and the caption. Only use 6-8.
4. Choose a trending audio that has around 5,000 uses or fewer.
5. On-screen text should help the viewer understand why you are doing what you are doing in the video. Or it should hint to the caption.
6. Tag your CORRECT location!

The biggest thing to remember is to know when to use these extra functions of Instagram and when NOT to use these functions. Adding more hashtags, a location, or more keywords in the caption does not automatically mean that it will bring you more reach. The algorithm wants you to be specific. And it will know when you are just trying to make a mad grab for more attention.