Did anything change in the Explore page algorithm of Instagram recently?

This article has been written by our Instagram expert who will tell you what are the most efficient strategies in your niche

What did the Explore page algorithm look like when it was first introduced, and how did it work back then?

Instagram's original Explore algorithm relied on basic collaborative filtering, showing users content from accounts similar to those they already engaged with.

The system operated on a simple "people who liked X also liked Y" principle, analyzing users' past interactions like saves and likes to suggest new content. This approach created echo chambers where users saw variations of content they'd already engaged with, limiting true discovery.

The algorithm processed minimal data points compared to today's standards, focusing primarily on direct follower connections and immediate engagement metrics. Content ranking depended heavily on recency and basic popularity signals rather than sophisticated personalization.

Geographic proximity played a significant role, with the algorithm favoring content from users in similar locations. The system lacked advanced AI capabilities and couldn't understand content context beyond hashtags and basic metadata.

This primitive approach meant that viral content spread slowly and predictably through network connections rather than the rapid, AI-driven discovery we see today.

How has the Explore algorithm changed over the years in terms of ranking signals and content prioritization?

The evolution from basic collaborative filtering to AI-driven personalization represents the most significant shift in Instagram's algorithm history.

In 2019, Instagram launched its 3-part ranking funnel capable of processing 65 billion features per second, introducing word embedding technology to understand content context beyond simple engagement metrics. This marked the transition from surface-level recommendations to deep content analysis.

The 2021-2023 period brought format-specific ranking signals, with separate algorithms for Reels, Stories, and Explore content. Instagram introduced "originality" as a core ranking factor, beginning its war against content aggregators and repost accounts.

The platform now weighs over 30 ranking factors including watch duration, profile visits from Explore, share-to-follow ratios, and save rates. Advanced AI analyzes user behavior patterns across Meta's ecosystem, creating hyper-personalized content feeds.

Recent updates prioritize authentic, relatable content over polished productions, with the algorithm actively detecting and demoting watermarked videos and engagement bait tactics.

What are the most significant updates made to the Explore algorithm in the last 12 months?

The past year has seen Instagram implement its most aggressive content quality measures, fundamentally changing how creators achieve Explore visibility.

Update Category	Specific Changes	Impact on Creators
Original Content Push	Accounts posting 10+ reposts in 30 days face algorithmic penalties	40% reach reduction for frequent reposters, increased visibility for original creators
Reels Prioritization	80% of trial Reels users gain increased non-follower reach	2-5x feed reach boost for optimized Reels content
Engagement Quality Focus	Save/share ratios now outweigh likes/comments in ranking	Content strategy shift toward shareable, save-worthy posts
Authenticity Algorithm	AI detection of "relatable and authentic" content markers	Polished brand content sees decreased organic reach
Watermark Penalties	Aggressive demotion of TikTok and third-party watermarks	Cross-platform content creators forced to create native content
Interest Reset Feature	First 3-5 posts after content reset determine new interest clusters	Strategic opportunity for niche pivoting and audience expansion
Retention Metrics	3-second retention rate becomes critical for Reels distribution	Hook quality and immediate engagement more important than ever

Did Instagram officially communicate any changes to the Explore algorithm recently, and what exactly did they say?

Instagram has been increasingly transparent about algorithm changes, with official announcements focusing on creator support and content authenticity.

In their "Shedding More Light on How Instagram Works" blog post, Instagram revealed that they use separate ranking algorithms for Feed, Stories, Explore, and Reels, each optimized for different user behaviors and content types. They emphasized that engagement bait and borderline content violating guidelines would be deprioritized.

The platform officially announced their commitment to prioritizing original content over aggregated material, stating that accounts consistently reposting content without transformation would see reduced distribution. They introduced the "recommendations reset" feature, allowing users to refresh their Explore interests.

Instagram's Creator Week presentations revealed that authentic, relatable content performs better than highly produced material, with the algorithm actively identifying and promoting genuine creator voices. They confirmed that saves and shares carry more weight than likes and comments in current ranking systems.

Recent communications emphasize their AI-powered approach to detecting content quality, with machine learning models analyzing everything from visual composition to audio patterns to determine content authenticity and user interest alignment.

What are the main differences between how the Explore page ranked content before and how it ranks content now?

The shift from engagement-driven to quality-driven ranking represents a complete paradigm change in how Instagram evaluates content worthiness.

Previously, the algorithm prioritized content with high like and comment counts, creating an environment where engagement pods and artificial inflation tactics worked effectively. Now, the system analyzes engagement quality over quantity, focusing on meaningful actions like saves, shares, and profile visits.

The old system treated all content formats equally, while current ranking heavily favors video content, particularly Reels, which receive 2-5x the reach of static posts. Carousels gain a 35% reach advantage over single images due to their higher engagement potential.

Content freshness previously meant posting frequently, but now the algorithm values content that maintains relevance over time. Posts that continue generating saves and shares weeks after publication receive sustained visibility boosts.

The modern algorithm incorporates cross-platform behavior analysis, using data from Facebook and WhatsApp to better understand user interests, while the previous version relied solely on Instagram activity patterns.

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How is AI-driven personalization currently influencing the Explore page's recommendations?

Instagram's AI processes over 65 billion features per second to create hyper-personalized Explore feeds that predict user interests with unprecedented accuracy.

The system analyzes micro-interactions like hover time, scroll speed, and partial video views to understand content preferences beyond traditional engagement metrics. Machine learning models identify patterns in user behavior that humans can't detect, creating recommendation clusters based on subtle interest signals.

Advanced computer vision technology analyzes image and video content to understand context, mood, and visual aesthetics, matching content to users based on their visual preferences. The AI recognizes faces, objects, scenes, and even color palettes to create sophisticated content matching.

Natural language processing examines captions, comments, and hashtags to understand content themes and user intent, enabling semantic matching that goes beyond keyword correlation. The system can identify trending topics and emerging interests before they become mainstream.

Cross-platform data integration allows the AI to understand user interests expressed on Facebook, WhatsApp, and other Meta properties, creating a comprehensive interest profile that informs Instagram recommendations with remarkable precision.

What types of content are currently getting more reach on the Explore page compared to last year?

Authentic, behind-the-scenes content has replaced polished brand material as the top-performing category on Explore.

1. POV (Point of View) videos - First-person perspective content that tells relatable stories receives 40% higher engagement than traditional promotional content
2. Educational carousels with save-worthy information - Multi-slide posts containing actionable tips generate 300% more saves than entertainment content
3. User-generated content featuring real customers - Authentic testimonials and reviews outperform professional brand content by 60%
4. Trend participation with original twists - Creators who add unique elements to viral trends see 250% higher reach than direct copies
5. "Day in my life" style content - Authentic lifestyle documentation performs 80% better than staged lifestyle photography
6. Quick tutorial and how-to videos - Short-form educational content under 60 seconds dominates Explore recommendations
7. Niche hobby and interest content - Specialized content for specific communities receives higher engagement rates than broad-appeal posts

What types of content or practices are now being penalized that were not penalized before?

Instagram has introduced strict penalties for content practices that previously helped creators gain visibility through algorithmic loopholes.

Reposting content without significant transformation now triggers automatic reach reduction, with accounts posting 10 or more reposts within 30 days facing 40% decreased distribution. The algorithm actively detects and penalizes watermarked content, particularly videos with TikTok logos or third-party editing app watermarks.

Engagement bait tactics like "comment your favorite emoji" or "tag someone who..." now result in immediate content suppression. The system identifies these patterns through natural language processing and user behavior analysis.

Borderline content that technically follows community guidelines but approaches policy violations receives reduced visibility. This includes content with suggestive themes, controversial topics, or potentially harmful information that doesn't warrant removal but shouldn't be widely distributed.

Hashtag stuffing beyond 5 relevant tags triggers spam detection algorithms, while using banned or shadowbanned hashtags can suppress content for weeks. The platform also penalizes accounts that frequently delete and repost content to manipulate engagement metrics.

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Are there specific content formats—like Reels, carousels, or images—that the algorithm is now favoring or deprioritizing?

Reels dominate Explore distribution with 2-5x the reach of other content formats, while static images face the greatest distribution challenges.

Content Format	Current Algorithm Treatment	Optimization Requirements
Reels (30-90 seconds)	Highest priority with 2-5x reach multiplier	Hook within 1-2 seconds, 95% completion rate target, vertical format essential
Carousels (2-10 slides)	35% reach boost over single images	High save/share ratio, educational or storytelling content, swipe-worthy design
Single Images	Lowest priority in current algorithm	Exceptional visual quality, trending topic relevance, strong caption engagement
Long-form Videos (60+ seconds)	Penalized for exceeding optimal duration	Must justify length with exceptional retention metrics
Stories Highlights	Indirect Explore influence through profile visits	Curated, evergreen content that drives profile engagement
IGTV/Video Posts	Deprioritized in favor of Reels format	Must compete directly with Reels for video content visibility
Live Video Content	Temporary boost during broadcast, limited post-live reach	High engagement during live session, strategic timing for audience availability

What trends or niche content categories are currently being pushed more heavily in Explore?

Micro-niche communities and specialized interest content receive algorithmic preference over broad-appeal entertainment.

Educational content in specific fields like personal finance, sustainable living, and mental health awareness dominates Explore recommendations. The algorithm actively promotes creators who consistently serve niche audiences with valuable, actionable information.

Behind-the-scenes content from small businesses and independent creators receives significant visibility boosts, with the platform prioritizing authentic entrepreneurship stories over corporate brand content. DIY and craft content experiences sustained growth, particularly projects under $50 that viewers can realistically replicate.

Fitness and wellness content focused on realistic, accessible approaches outperforms extreme transformation content. The algorithm favors creators promoting body positivity and sustainable health practices over quick-fix solutions.

Local business and community-focused content gains increasing traction, with geo-targeted recommendations becoming more sophisticated. Food content emphasizing affordable, practical recipes significantly outperforms restaurant promotion and luxury dining content.

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What do recent creator case studies or analytics suggest about how to best optimize for the Explore page today?

Data from successful creators reveals that authentic engagement patterns matter more than follower count for Explore visibility.

Accounts using Instagram's "trial Reels" feature—remixing and adding unique elements to top-performing content—gain an average of 56 followers daily and generate over 72,000 views within 24 hours. This strategy works because it combines proven content concepts with original creator perspectives.

The most successful creators post 4-6 times per week with a 70/30 split between Reels and carousels, avoiding single images except for exceptional circumstances. They achieve 95% video completion rates by implementing hook formulas tested across multiple posts.

Case studies show that creators who respond to comments within the first hour of posting see 23% higher reach in subsequent posts. The algorithm interprets rapid creator-audience interaction as a signal of content quality and community engagement.

Successful creators leverage the "content reset" feature strategically, using their first 3-5 posts after reset to establish new interest clusters and expand their audience beyond their original niche. This allows for controlled audience diversification without losing core followers.

What are the predicted changes for the Explore algorithm in 2026 and beyond, especially with advances in AI and user data modeling?

Instagram's algorithm evolution points toward predictive content delivery that anticipates user interests before they're consciously formed.

Cross-platform behavior analysis will expand beyond Meta's ecosystem, incorporating data from partner platforms and third-party integrations to create comprehensive user interest profiles. The algorithm will predict content preferences based on external factors like weather, news events, and seasonal patterns.

Biometric response tracking through device sensors may analyze user emotional responses to content, optimizing recommendations based on physiological engagement rather than just behavioral metrics. Instagram has filed patents for eye-tracking technology that could revolutionize engagement measurement.

Content authenticity verification through blockchain technology will become standard, with creators earning "verified original" badges that boost algorithmic distribution. AI-generated content will require disclosure and face distribution limitations compared to human-created material.

Hyper-personalization will reach individual mood and context awareness, with the algorithm adapting content recommendations based on time of day, location, recent activities, and even calendar events. Vertical video will dominate, with projections showing 90% of Explore content being vertical format by 2026.

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Conclusion

Sources

1. Recurpost - Instagram Explore Page Guide
2. Instagram Official Blog - How Instagram Works
3. Search Engine Journal - Instagram Algorithm Analysis
4. Instagram Engineering - AI-Powered Explore System
5. Meta AI Blog - Explore Recommender System
6. Hootsuite - Instagram Algorithm Guide
7. Engadget - Instagram Algorithm Overhaul
8. Stack Influence - Instagram 2025 Algorithm Analysis
9. Sprout Social - Instagram Algorithm Insights
10. Sprout Social - Instagram Trends 2025

Who is the author of this content?

NAPOLIFY

A team specialized in data-driven growth strategies for social media

We offer data-driven, battle-tested approach to growing online profiles, especially on platforms like TikTok, Instagram, and Facebook. Unlike traditional agencies or consultants who often recycle generic advice,we go on the field and we keep analyzing real-world social content—breaking down hundreds of viral posts to identify what formats, hooks, and strategies actually drive engagement, conversions, and growth. If you'd like to learn more about us, you can check our website.

How this content was created 🔎📝

At Napolify, we analyze social media trends and viral content every day. Our team doesn't just observe from a distance—we're actively studying platform-specific patterns, breaking down viral posts, and maintaining a constantly updated database of trends, tactics, and strategies. This hands-on approach allows us to understand what actually drives engagement and growth.

These observations are originally based on what we've learned through analyzing hundreds of viral posts and real-world performance data. But it was not enough. To back them up, we also needed to rely on trusted resources and case studies from major brands.

We prioritize accuracy and authority. Trends lacking solid data or performance metrics were excluded.

Trustworthiness is central to our work. Every source and citation is clearly listed, ensuring transparency. A writing AI-powered tool was used solely to refine readability and engagement.

To make the information accessible, our team designed custom infographics that clarify key points. We hope you will like them! All illustrations and media were created in-house and added manually.