People want to see more original content. So does the algorithm.
In an era of AI slop, reductive memes, and constant reposting, it can feel like there’s nothing new on the internet anymore. Well, Instagram’s most recent algorithm updates represent a big step toward rewarding truly original content on the platform.
Announced in April, you may have already noticed these changes rolling out. Keep reading for everything you need to know about the most recent changes to the Instagram algorithm in 2026.
TLDR: original content is king. Focus on these three points to break through:
- Photography and video you shot: Post photos and videos that you shot yourself. Whether with a good camera or just a phone, original photos and videos will be ranked higher than reposting or stock.
- Content you designed: Originally designed how-to guides, carousels, posters, etc. If you made it, you will be rewarded.
- Content you altered in a meaningful way: Using third-party content like meme templates, popular clips, etc., is okay, IF you bring something new to it. This includes adding text that creates new meaning or context, adding graphics that offer new information, or using Instagram’s remix feature to build off others’ work.
What is the Instagram algorithm?
The Instagram algorithm is not one entity deciding what content you see when you open the app, it’s actually four separate algorithms at play: the Feed algorithm, Stories algorithm, Explore Page algorithm, and Reels algorithm. Instagram describes it as a “variety of algorithms, classifiers, and processes, each with its own purpose.”
Most important ranking signals for the Instagram algorithm, currently
As of 2026, the most important metric that signals content should get served up to you in the algorithm(s) is shares. The following factors also contribute to content rankings:
- Your activity: Users see content from topics and accounts that they’re already liking, saving, or sending.
- Information about the post itself: This includes how popular a post is proving to be – think how many people have liked it and how quickly people are liking, commenting, sharing, and saving a post – and more mundane information like when it was posted, whether location data was attached, etc.
- Information about the account posting: Most notably, people get recommended posts from users who are similar to the ones they already follow and interact with. Instagram also considers information such as how much users have interacted with the account in recent weeks.
- Your history of interacting with someone: If you’re always liking someone’s posts or frequently visiting their profile, the algorithm will consider this.
Other notable Instagram algorithm changes in 2026
- Shares are the most important metric for determining if content is served by the algorithm.
- Original content is ranked higher than reposts.
- Trial Reels let you test content with non-followers before sharing it to your own audience.
- Longer Reels (up to 3 minutes long) can now appear in Explore.
- Longer carousels support up to 20 slides.
- Reset suggested content by clearing your recommendation history to start fresh.
How to rank highly in the Instagram algorithm
- Use Instagram SEO: Use descriptive captions and keywords to help users (and the algorithm) discover your content.
- Encourage interactions:
- Use IG Story stickers like polls or Q&A to encourage engagement
- Ask open ended questions in your Reels and feed posts
- Cross promote with Instagram Collab posts with partners and creators to increase reach
- Post consistently to keep your audience engaged
- Measure: Keep an eye on analytics to see what works and what doesn’t. Keep testing and learning!
Need help making sense of it all? We’ve got you covered. HelpGood has spent over 15 years producing engaging content for nonprofits, drop us a line!
