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Struggling with Instagram? Here’s What You Actually Need to Know About the Algorithm

Writer: Morgan BurleyMorgan Burley
Feb 113 min read

Instagram is constantly changing, and if you feel like your posts aren’t getting seen, you’re not imagining it. The algorithm — Instagram’s behind-the-scenes decision-maker — determines who sees your content and who doesn’t.

For small business owners, this can be frustrating. You put time into creating a post, only for it to reach a handful of people. Meanwhile, someone else posts a blurry selfie, and it gets hundreds of likes. So, what’s the deal?


The good news is, once you understand how the Instagram algorithm works, you can start using it to your advantage instead of feeling like you’re working against it. Thanks to an infographic from Borjan Marketing (and Social Media Today for their newsletter), we now have a clearer picture of how Instagram decides which posts get pushed out and which ones don’t.


Here’s a straightforward breakdown of what’s happening behind the scenes and how you can make Instagram work for your business.



Morgan from MJ Communications creating Instagram content for a client. The photo shows a smartphone mounted on a stabiliser, recording two men having a discussion at a white table in a modern office setting. The focus is on the phone’s screen, capturing the interview-style conversation as part of a professional social media content creation session.
Here at MJ Communications, we pride ourselves on creating high-quality content that tells our client's story.


How the Instagram Algorithm Works

When you hit “post” on Instagram, your content doesn’t automatically show up for all your followers. Instead, Instagram runs it through a series of filters to decide if it’s worth showing to more people.


Here’s the process in simple terms:

  1. Instagram scans your post.

    It checks for things like:

    • Is this a high-quality image or video?

    • Is there a TikTok watermark or recycled content?

    • Does this look spammy or misleading?

    If your post gets flagged as low-quality, it won’t be pushed out further.


  2. Instagram tests your post.

    Your post is shown to about 20% of your followers.


  3. Instagram tracks engagement.

    The platform watches how people react to your post. Good engagement means more people will see it.

    • Good engagement (likes, comments, saves, shares) → Instagram boosts your post to more people.

    • Low engagement (people scroll past without interacting) → Instagram stops showing it.

It’s as simple as that. If your audience engages with your post, it will be shown to more people. If they don’t, it won’t.





How to Get More People to See Your Posts

You don’t need to be an Instagram expert to make the algorithm work for you. Here are three simple things you can do to give your posts the best chance of reaching more people.

1. Create Clear, Engaging Content

Instagram is a visual platform, which means your post needs to catch attention quickly. If people scroll past without stopping, the algorithm assumes your post isn’t interesting and won’t show it to more people.

Here’s how to make your content more engaging:

✔ Use high-quality images and videos

✔ Keep text-based posts easy to read

✔ Get straight to the point — your message should be clear at a glance

People don’t need to read every word of your post to understand its value. Make it easy for them to stop, absorb, and engage.


2. Encourage Interaction

Instagram wants people to spend more time on the platform, and one way they measure this is through engagement. The more interactions your post gets, the more Instagram pushes it out.

Simple ways to increase engagement:

  • Ask a direct question in your caption

  • Encourage saves by sharing valuable tips or reminders

  • Use Instagram Stories to create easy interactions through polls or Q&As

You don’t need to overthink this — just make it easy for people to engage with your content.


3. Be Consistent, Not Perfect

Many business owners worry they need to post every day to stay relevant, but that’s not true. Quality over quantity. Authenticity is key — give your audience something they will actually care about, and not spam.

Posting once or twice a week with content that resonates with your audience is far more effective than posting daily just for the sake of it.

A well-thought-out post that people engage with will always perform better than multiple rushed posts that don’t add value.



A behind-the-scenes photo of Morgan from MJ Communications kneeling at a table, using a ring light and smartphone to create engaging social media content at the Oakey RSL. The setting features framed certificates on the wall, a plated meal, and a glass of wine on the table, capturing the process of crafting professional, visually appealing posts for small businesses.
The key to enabling the platforms to work in your favour is by creating engaging and high-quality content.

Is Instagram the Right Platform for Your Business?

Not every business needs to be on Instagram. Before you spend time trying to beat the algorithm, ask yourself:

  • Are my ideal customers actually on Instagram? If they spend more time on Facebook, LinkedIn, or even offline, that’s where your focus should be.

  • Am I seeing any results from Instagram? If Instagram isn’t driving enquiries, sales, or brand awareness for your business, it may not be the best use of your time.


Instagram is a great tool — but it’s just that, a tool. If it works for you, fantastic. If not, don’t waste time forcing it.

And if you’d rather not figure it all out yourself, that’s where I come in. Whether you need help with content creation, engagement strategies, or full social media management/marketing, I can take Instagram off your plate so you can focus on running your business.




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