The Instagram algorithm changed again. Here's what to actually do.

One app, four algorithms

Instagram does not have a single algorithm. Meta has confirmed that Feed, Reels, Stories and Explore each use a separate ranking system that optimises for different signals. This is one of the most important things beauty brands can understand about the platform - because it changes how you should think about every piece of content you create.

A skincare tutorial that performs well as a Reel may barely reach your existing followers in their Feed. A product announcement that lands well in Stories will not necessarily surface in Explore. Each surface has its own logic, and working with that logic - rather than posting the same way across all of them - is what separates growing brands from stuck ones.

The Feed algorithm: depth over breadth

Your Feed prioritises content from accounts your followers already engage with. The key signals are saves, shares and comments - in roughly that order. Likes are the weakest signal. This matters because it changes what a "successful" Feed post looks like. A post with 200 saves and 50 comments outperforms one with 2,000 likes and nothing else.

For beauty brands, this means your Feed content should earn saves. Educational posts (routines, ingredient explainers, product comparisons), before-and-after carousels and useful reference content are the formats that get bookmarked. The question to ask before every Feed post: "Would someone save this to refer back to?"

The Reels algorithm: your best shot at new audiences

Reels are distributed to non-followers by default - they are Instagram's primary discovery surface. The most important signal is watch-through rate: how much of the video people watch before scrolling. A Reel that holds attention to the end gets pushed to wider audiences. One that loses viewers in the first two seconds does not.

The opening frame matters enormously. Beauty brands that hook viewers immediately - with a striking visual, a result, or a direct statement of what the viewer will learn - consistently outperform those that open with a logo or slow intro. Keep Reels under 60 seconds wherever possible; retention drops sharply in longer formats unless the content is genuinely compelling throughout.

One confirmed signal to know: Instagram explicitly penalises Reels that contain a TikTok watermark. If you are cross-posting from TikTok, save without the watermark first. Instagram's head of product has confirmed this publicly.

Stories: where community is built

Stories only reach your existing followers. The algorithm here rewards interaction - replies, reactions, poll responses, link taps. Tapping forward (skipping a Story) is a negative signal. Stories are your community maintenance channel: the place to show process, ask questions, go behind the scenes and give followers a reason to stay engaged between posts.

For beauty brands, Stories that consistently get high interaction (polls about product preferences, "this or that" skin type questions, skin concern check-ins) train the algorithm to prioritise your Stories for that follower. This matters for retention: followers who regularly engage with your Stories are far less likely to unfollow than passive followers.

Instagram search: captions now matter for discovery

Instagram has expanded keyword-based search beyond hashtags. Captions, alt text and your account bio are all indexed and searchable. This is a significant change - it means that writing for search, not just for engagement, is now a real strategy on Instagram.

Beauty brands should include the terms their audience searches for naturally in captions: ingredient names, skin concerns, product types, techniques. "Retinol for beginners" or "how to layer serums" as caption phrases will now surface your content in search results for those terms. This is relatively new and most brands have not adapted to it yet - which means there is an early-mover advantage for those who do.

What to do this week

• Audit your Reels: Check watch-through rate in Instagram Insights. If most Reels lose viewers in the first 3 seconds, rework your hooks.
• Review your captions: Are they keyword-rich and searchable, or generic? Update your caption templates to include relevant search terms.
• Add keyword alt text: Go to Advanced Settings when posting and add descriptive alt text to every image. Most brands skip this.
• Design for saves: Review your last 10 Feed posts. How many of them would a follower save? If the answer is fewer than 3, shift your content mix toward more save-worthy formats.
• Remove TikTok watermarks: If you cross-post, save the original from your drafts or use a tool that strips watermarks before uploading to Instagram.

Staying on top of algorithm changes is one thing. Acting on them fast enough to matter is another. Flaunt's AI agents monitor social trends and platform signals continuously, so your content strategy stays current without you having to read every platform update. Try Flaunt free or book a demo.