Instagram is powered by a smart algorithm that trending and personalizing content based on user behavior and watch time, saves, and shares. Unlike regular posts, Reels have the potential to go viral and gain sudden spikes in views, since they’re shown not only to your followers but also to a wider audience via the Explore page and main feed. With built-in tools like effects, music, and smart timing features, Reels make it easy for creators to produce trendy, creative videos that align with what’s currently popular.
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How Instagram recommends me a Reel?
The Reels you see on Instagram are heavily influenced by the type of content you tend to engage with most. But it’s not just about what you watch and Instagram takes several factors into account, like how long you view a video, whether you like, save, share, or comment on it, and even how you interact with the creator.
For example, if you’re tagged in a post, send a Reel to someone, or frequently engage with a specific creator, the algorithm takes note. Instagram prioritizes your interests first, then combines them with trending video formats and popular content to serve you Reels that feel relevant and engaging.
Note that this process is dynamic. It means if your viewing habits change, the types of Reels shown to you will adjust pretty quickly. Instagram’s algorithm is always learning and evolving to match your current preferences.
Do you think that Instagram hears your whispers?
Many people are surprised by how accurately Instagram seems to “know” what they want to see but it’s not magic. It’s all based on your behavior: the way you browse, what you engage with, and how you interact in the app. The more you use Instagram, the better it gets at recommending content that feels just right for you.
At the end of the day, the Reels you see on Instagram aren’t random at all because they’re carefully tailored to your recent interests and behavior. Instagram’s algorithm is constantly analyzing what you do on the platform: which videos you watch all the way through, what you like or save, and even which Reels you pause on for a few extra seconds.
All of this data helps Instagram figure out what content is most likely to catch your attention. In other words, your behavior directly shapes the kind of content that gets recommended to you. You’re basically training the algorithm whether you realize it or not.
The good news is that users actually have control over the kind of content they’re shown. By simply changing the way they use Instagram, they can influence what Reels appear in their feed. If someone wants to see different types of content, all they need to do is start watching and engaging with new videos.
The algorithm behind Instagram recommendations
Instagram’s recommendation algorithm likely employs a Two Tower approach to handle its massive content scale. One tower processes user signals (accounts followed, engagement history, session behavior) while the second tower encodes content features (visual elements, captions, creator metadata, hashtags).
When serving recommendations for Explore, Reels, or your feed, Instagram only needs to compute your current user embedding (based on recent activity), then efficiently retrieve pre-computed content embeddings that best match your interests. This architecture enables Instagram to rapidly surface relevant content from billions of posts while maintaining personalization.
Explore only followed content
Instagram provides a way to filter your feed to show only content from followed accounts, giving you more control over your experience. This option bypasses the recommendation system’s Two Tower architecture entirely, showing posts in chronological order rather than ranked by predicted engagement.
Here’s how to switch to the following-only view:
- Open Instagram
- Tap the Instagram logo at the top left of your home feed
- Select “Following” from the dropdown menu
This switches your feed from the algorithm-driven default to a chronological view showing only posts from accounts you follow.
For an even more focused experience, you can also create a “Favorites” list of priority accounts by tapping the star icon in your feed and adding your most important connections.
What about ads between reels?
Instagram shows ads based on your activity across other websites and apps through Meta’s cross-platform tracking. When you browse online stores, use other apps, or visit websites with Meta Pixel, this data gets linked to your Instagram profile via email, phone, or device identifiers.
You’ll see ads for products you viewed elsewhere, services you researched, or similar content. Instagram combines this off-platform data with your Instagram behavior to predict which ads you’ll engage with.
You can limit this in Instagram’s “Ads” settings, though complete elimination requires broader device-level privacy changes.
Conclusion
Instagram’s algorithm responds quickly to these changes and adjusts its recommendations accordingly. It means the content you receive in your hands on the platform just uses your past behavior to guide its suggestions to make a delightful experience for you while using Instagram app.
