| name | instagram-algorithm |
| description | Instagram ranking signals and format decisions for F&B brands — Carousels vs Reels vs Stories, optimal cadence, engagement triggers |
| version | 1.0.0 |
| tier | community |
| category | platform-mastery |
| author | 12eat AI Lab |
| license | MIT |
| min_plugin_version | 0.5.5 |
Instagram Algorithm — F&B Playbook
Instagram uses separate ranking algorithms for Feed, Reels, Stories, and Explore. This skill covers what signals matter most for F&B accounts and how to structure content decisions accordingly.
When to Use
Apply when planning Instagram content format (Carousel vs Reel vs static image vs Story) and when scheduling posts. Use alongside the core scheduling and content-types skills.
Format Ranking Overview
| Format | Reach potential | Engagement signal | Best for F&B |
|---|
| Reels | ⭐⭐⭐⭐⭐ (highest) | Watch time + shares | New dish reveals, behind-the-scenes, trending audio |
| Carousels | ⭐⭐⭐⭐ | Swipe rate + saves | Step-by-step recipes, multi-dish showcases, "5 reasons" |
| Static image | ⭐⭐⭐ | Likes + comments | Product hero shots, quote cards, announcements |
| Stories | ⭐⭐ (followers only) | Replies + taps forward | Daily specials, polls, team moments |
Default recommendation for F&B: Lead with Reels for reach, Carousels for saves, Stories for daily touchpoints.
Key Ranking Signals by Format
Reels
- Watch time (first 3 seconds critical) — open with the most visually compelling frame
- Completion rate — keep under 30 seconds for food content; 15–22 seconds is the sweet spot
- Shares — content shared to DMs or Stories gets major reach boost
- Audio — trending audio gets ~2× distribution boost; use audio from the "Trending" tab
- Text overlay — add captions; 80%+ of Reels are watched without sound
Carousels
- Swipe rate — slide 1 must create a reason to swipe (cliffhanger, numbered list, "swipe for the recipe")
- Time spent — Instagram measures total time on the post; 7–10 slides maximises this
- Saves — the highest-value signal for Carousels; write content people want to reference later
- Reshares — informational or recipe carousels get shared more than promotional ones
Stories
- Reply rate — polls, questions, and sliders generate replies, which boost your Stories priority
- Tap-forward rate — keep slides under 5 seconds of text; viewers tap forward if they can't process quickly
- Consistency — posting to Stories daily keeps you at the front of the Stories bar
F&B Content Cadence
Weekly posting floor (minimum for growth):
Reels: 2× per week
Carousels: 2× per week
Stories: 5–7× per week (daily)
Static: 1× per week (optional filler)
Optimal posting windows (general):
Weekdays: 11am–1pm, 7pm–9pm (local time)
Weekend: 10am–12pm
Hashtag Strategy
- Use 3–5 hashtags (Instagram's own data shows this outperforms 20–30)
- Mix: 1 broad (
#chinesefood), 2 niche (#charsiu, #dimsumlover), 1–2 local (#torontofoodie)
- Location tag: always add — improves local discovery by ~15%
- Do NOT use banned or overloaded hashtags (check via Instagram search for "Recent" tab activity)
Engagement Triggers
Use at least one per post:
- Question in caption — single, easy-to-answer ("Chopsticks or fork?")
- "Tag a friend" — only when the content is genuinely shareable, not as a demand
- Save prompt — "Save this for your next order" (natural, not forced)
- Poll/slider in Stories — easiest way to get a reply signal
Notes
- Algorithm weights shift quarterly; verify these signals are current before major campaigns
- Instagram suppresses posts that use the word "follow" or "like" in overly direct ways
- For ZH audience content on Instagram, English captions still outperform ZH-only for reach on this platform
- Collab posts (tagging another account as co-author) can double reach — use for supplier or neighbourhood collaborations
