Instagram’s head, Adam Mosseri, has posted a series of videos on his own profile explaining how the platform decides what to show people. The practical takeaway for you: he says results come from testing different kinds of content, and from posting as much as you can manage without burning out. No secret trick, but it is the platform’s own boss telling you where your time is best spent.
Testing beats a fixed formula
Trends change, Mosseri says, and something that is interesting one week may not resonate the next. So his advice to creators is to experiment with different content and different approaches instead of settling into one format that worked once. He suggests trial Reels can help with this kind of testing.
On volume, he describes creators posting as much as they can to raise their chances of a hit, while managing the time they have so they avoid burnout. For a business account that is run by you or by one person on your team, the second half is the part that matters. Pick a posting rhythm you can hold for months, then use the slots to try things, rather than pushing hard for three weeks and going quiet.
You can shape your own feed
Mosseri also points out that you can influence what Instagram shows you by using direct feedback tools, such as the favorites list, the “Not interested” option on posts, and Your Algorithm, which lets you add or remove the topics the system has decided you are interested in. If you use Instagram to watch your market or your competitors, that is worth a few minutes of setup.
One caveat. Most of what he shares is fairly generic and will not be new to anyone who has been running social accounts for years. Treat it as confirmation of where to put your effort, not as a new tactic.
