Instagram’s algorithm is often seen as an elusive, ever-changing force that determines which accounts flourish and which fade into obscurity.
The idea that the algorithm primarily favors large accounts has sparked debates across the creator community.
But is this claim factual, or is it a myth that needs debunking?
In this article, we’ll take a deep dive into how Instagram’s algorithm really works, whether it truly favors big accounts, and what smaller creators can do to boost their visibility.
Understanding Instagram’s Algorithm
Instagram’s algorithm decides what content is shown to users based on a variety of factors. It applies to every aspect of the platform, including:
- Feed posts
- Stories
- Reels
- Explore page recommendations
The main goal of the algorithm is to show users content they are most likely to engage with. This engagement-driven system has led to the perception that only large accounts, with already sizable followings and high engagement rates, benefit from it.
But is that really the case?
Myth: Instagram Only Favors Big Accounts
The notion that Instagram’s algorithm favors big accounts comes from the visibility larger accounts often have. With thousands or even millions of followers, big accounts naturally garner more likes, comments, and shares, making them appear more dominant in the feed and on the Explore page. However, this does not mean the algorithm is rigged in their favor.
Here’s why:
- Engagement Matters More than Follower Count The algorithm prioritizes posts that generate high engagement, regardless of the size of the account. If a small account consistently produces content that users engage with (likes, comments, saves, shares), it can perform just as well, if not better, than content from larger accounts.
- Personalized Feeds Instagram curates each user’s feed based on individual preferences and past behavior. So, a user who frequently engages with smaller creators or niche topics is likely to see content from similar accounts, regardless of their size.
- Content Relevance The platform aims to show users the most relevant content, which means even smaller accounts can appear in the feed or Explore page if their content is relevant to the user’s interests and behaviors.
How the Algorithm Works for Different Instagram Features
Let’s break down how the algorithm works for each section of Instagram and see if size really matters:
1. Feed
The algorithm ranks posts in the main feed based on four key signals:
- Engagement: How much interaction a post receives
- Relationship: How often you interact with the account posting
- Recency: When the post was shared
- Content Type: The format, such as image, video, or carousel
Larger accounts may naturally receive more engagement because of their reach, but the algorithm doesn’t penalize smaller accounts. Posts from smaller creators can still rank highly in a follower’s feed if they generate engagement or if followers interact with the account regularly.
Takeaway: Focus on engagement-driven content and fostering relationships with your followers, regardless of size.
2. Stories
Instagram Stories appear at the top of users’ feeds and are influenced by similar signals to feed posts. Stories from accounts a user frequently interacts with, whether large or small, will show up first.
Interestingly, smaller accounts often have higher engagement rates on Stories, as they can create more personalized and intimate content, making users feel more connected.
Pro Tip: Use interactive features like polls, quizzes, and question boxes in Stories to boost engagement, even as a smaller account.
3. Reels
Reels have become a powerful discovery tool for both large and small accounts. The Reels algorithm prioritizes entertaining, engaging, and original content. Interestingly, Reels tend to reward creativity over follower count, allowing smaller accounts to go viral if they create engaging content.
Reels is a space where small accounts can compete on an equal footing, as the algorithm prioritizes watch time, shares, and saves rather
than account size.
Pro Tip: Focus on creating original, engaging, and entertaining Reels to tap into the potential for viral growth, even if your follower count is modest.
4. Explore Page
The Explore page is where Instagram users discover new content, and it can be a goldmine for smaller accounts. The algorithm curates posts based on individual user preferences, showing them content similar to what they’ve previously engaged with. Posts from smaller accounts can easily land on the Explore page if they are relevant and highly engaging to a particular audience.
Takeaway: Consistently posting niche-specific, engaging content can increase your chances of appearing on users’ Explore pages, regardless of your account size.
Challenges for Small Accounts
While the algorithm doesn’t explicitly favor big accounts, smaller creators do face unique challenges:
- Limited Reach: Larger accounts naturally have a bigger reach due to their follower base, giving them an advantage in visibility.
- Slower Growth: Smaller accounts may experience slower organic growth, especially in the early stages when they’re trying to build a dedicated following.
- Engagement Rates: While large accounts often have high engagement numbers, smaller accounts can struggle to consistently achieve the likes, comments, and shares needed to boost algorithmic ranking.
However, these challenges don’t mean small accounts are doomed. In fact, many smaller creators successfully break through by following some strategic approaches.
How Small Accounts Can Compete with Big Accounts
There are several strategies that smaller accounts can adopt to level the playing field and increase their visibility:
1. Prioritize Quality Over Quantity
Focus on high-quality, engaging content rather than constantly pushing out posts. This means investing in strong visuals, captions that encourage interaction, and value-driven content that your audience wants to engage with.
2. Engage with Your Audience
The algorithm rewards meaningful engagement. Smaller accounts can build stronger relationships with their followers through personal interactions. Replying to comments, sending direct messages, and engaging with followers’ content can boost your post visibility.
Action Step: Spend time each day engaging with your audience, rather than just posting content. The more engaged your followers are, the more the algorithm will reward your posts.
3. Utilize Instagram’s Features
Instagram offers a variety of features that can help boost engagement and visibility. Use Reels, Stories, polls, and question stickers to foster interaction. Since Reels and Stories don’t rely on follower count to go viral, these features are particularly useful for small accounts.
4. Post Consistently
While quality is key, consistency also matters. Posting regularly helps build momentum, keeps your audience engaged, and signals to the algorithm that your account is active.
5. Leverage Hashtags and Location Tags
Using relevant hashtags and location tags can help your posts reach a broader audience. Research trending hashtags in your niche and incorporate them into your content strategy to increase discoverability.
6. Collaborate with Other Creators
Partnering with other creators, even if they’re of a similar size, can expose your content to a new audience and increase engagement. Collaborations such as shout-outs, joint live sessions, or guest posts can be powerful growth tools.
The Reality: The Algorithm is Designed to Keep Users Engaged
Ultimately, Instagram’s algorithm doesn’t explicitly favor big accounts. Instead, it favors engaging, relevant, and timely content that keeps users on the platform longer. While larger accounts may naturally have an advantage due to their established following, small accounts can absolutely thrive by focusing on content that sparks interaction.
Myth Debunked: Smaller Accounts Can Succeed, Too
The belief that Instagram only favors big accounts is more myth than reality. Smaller creators can succeed if they understand how the algorithm works and strategically produce content that drives engagement. The key is not to feel discouraged by follower count but to invest time in creating valuable, engaging content that resonates with your audience.
Your Turn: Have you experienced challenges as a small account on Instagram? What strategies have worked for you to increase engagement and visibility? Share your experiences in the comments below!