Marketers must factor in ranking metrics to create high-ranking posts for Instagram

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2020, 7:30 AM UTC

Understanding how content on Instagram is ranked can help brands enhance engagement rates and reach.

As Instagram’s algorithms are driven by machine learning, brands must consider ranking metrics like interest, frequency, recency, and more to rank for posts on the platform. Conducting an in-depth audience analysis can help marketers determine interest metrics like comments, followers and create posts according to consumer preferences and trends.

Integrating video content with the IGTV feature can help with audience retention and boost post rankings and interactions. Posting relevant and frequent posts on Instagram can help marketers be consistent and thereby improve ranking.

Creating Instagram stories is recommended to help brands expand their discoverability on the platform and improve rankings. The article states collaborating with Instagram influencers can help marketers craft genuine and authentic posts and augment the brand’s likability and engagement.

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