instagram-algorithm

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.

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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.

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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.

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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

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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

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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)

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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

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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