instagram-algorithm

# 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 1. **Watch time (first 3 seconds critical)** — open with the most visually compelling frame 2. **Completion rate** — keep under 30 seconds for food content; 15–22 seconds is the sweet spot 3. **Shares** — content shared to DMs or Stories gets major reach boost 4. **Audio** — trending audio gets ~2× distribution boost; use audio from the "Trending" tab 5. **Text overlay** — add captions; 80%+ of Reels are watched without sound ### Carousels 1. **Swipe rate** — slide 1 must create a reason to swipe (cliffhanger, numbered list, "swipe for the recipe") 2. **Time spent** — Instagram measures total time on the post; 7–10 slides maximises this 3. **Saves** — the highest-value signal for Carousels; write content people want to reference later 4. **Reshares** — informational or recipe carousels get shared more than promotional ones ### Stories 1. **Reply rate** — polls, questions, and sliders generate replies, which boost your Stories priority 2. **Tap-forward rate** — keep slides under 5 seconds of text; viewers tap forward if they can't process quickly 3. **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