The 2018 Instagram algorithm update sent shockwaves through the marketing community, with organic reach for business accounts plummeting by over 50% in some cases. Unlike the chronological feed of the past, Instagram’s new algorithm prioritized content based on user relationships, timeliness, and engagement patterns. Brands that adapted quickly turned this challenge into an opportunity for more meaningful audience connections.

Key Algorithm Factors Revealed

  1. Relationship Status
    • Content from accounts users interacted with most appeared higher
    • Comments held 2x more weight than likes (Instagram, 2018)
  2. Engagement Velocity
    • Posts that gained quick traction in first 60 minutes got boosted
    • The “golden hour” became critical for visibility
  3. Content-Type Preferences
    • Video posts received 38% more engagement than images (Quintly, 2018)
    • Carousel posts generated 3.1x more reach than single images

Proven Strategies for Algorithm Success

  1. Engagement-Baiting Done Right
    • “Tag a friend” prompts increased comments by 1,200%
    • Poll stickers in Stories boosted reply rates by 15x
  2. Strategic Posting Times
    • Best times shifted to:
      • Weekdays 10-11am (after morning commute)
      • Weeknights 7-9pm (leisure browsing hours)
  3. Hashtag Optimization
    • Using 8-12 hashtags generated maximum reach
    • Mix of:
      • 3 popular hashtags (500k+ posts)
      • 5 mid-range hashtags (50k-500k posts)
      • 4 niche hashtags (<50k posts)

Case Study: National Geographic’s Content Strategy

NatGeo maintained dominance by:

  • Focusing on high-quality, educational content
  • Encouraging staff photographers to engage with comments
  • Leveraging user-generated content from explorers
    Result: Maintained 90%+ engagement rate despite algorithm shifts

Tools for Adaptation

  1. Iconosquare – Best times to post analytics
  2. Preview App – Hashtag performance tracking
  3. Later – Visual content calendar planning

Future-Proofing Your Strategy

Instagram confirmed plans to deprioritize “low-quality” content (defined as reposts with watermarks, overly promotional posts, and engagement bait). The brands that thrived focused on:

  1. Original Content Creation
  2. Authentic Community Engagement
  3. Story & Reels Adoption (early movers gained advantage)

Key Takeaways

  • Quality engagement trumps vanity metrics
  • First-hour performance determines long-term reach
  • Diversify content across Feed, Stories, and IGTV

References

  1. Instagram Press (2018). Algorithm FAQ Update
  2. Quintly (2018). Instagram Content Performance Study
  3. Hootsuite (2018). Instagram Algorithm Whitepaper
  4. Social Media Today (2018). NatGeo Case Analysis