Train the Instagram Algorithm to Hype Up Your Content

How do we get the algorithm to be your hype man? You make it easy for the algorithm to know exactly who to show your content to. I’m breaking down how the algorithm actually works and sharing practical tips so you can train it to be your ultimate hype man. We’ll talk about how Instagram’s shift toward interest-based content is shaping what you see in your feed, why keywords and identifiers are more powerful now than ever, and how using strategic hooks, hashtags, and local references can get your posts seen by the audience who really wants them. With a few simple tweaks, you’ll be equipped to make the algorithm work for you. 

In this episode we’ll be covering:

• Understanding the Instagram algorithm shift from relationship-based to interest-based content delivery.
• How to train the Instagram algorithm to become your personal hype man, getting your content in front of more right fit people.
• Using identifiers and keywords to find and connect with your ideal audience.
• Leveraging SEO strategies (keywords, hashtags) to help Instagram categorize and serve your content.
• Real-time examples showing how Instagram algorithm recommendations reflect user behavior and interests.

Featured content in this episode:

• Nataliembode: Fall wardrobe upgrades
• Inourhouseandhom: One sentence response
• Saraparkerdesign: Your interior design style
• Shannonmckinstrie: The thing people won’t tell you

Recommended episodes:

• Episode 064: POV: They’re hitting follow… Immediately.
• Episode 067: The Importance of Belonging on Social Media
• Episode 069: Why Slow Summer Vibes and 90’s Nostalgia are Stopping the Scroll This Summer
• Episode 081: Your Next Powerful Piece of Content is Already on Your Phone

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Transcript

Shannon McKinstrie [00:00:00]:
I am your host, Shannon McKinstrie. Welcome to Good Content, the podcast where I remove the never ending content creation, guesswork and overwhelm so that you can actually enjoy being on social media again and growing your business with what has always worked. Good content. All right, let's talk about it. The big spooky algorithm. It is spooky season, so let's talk about it.

Shannon McKinstrie [00:00:28]:
First, I just want to say you can absolutely get the algorithm. The Instagram algorithm specifically is what we're talking about today. TikTok's algorithm is different. LinkedIn, right? They're all different. But I'm going to talk about Instagram today because I'm more of an expert on the Instagram algorithm than others. Now what I will say with the rise of TikTok, right, everyone knows TikTok's algorithm is top notch. It is an interest based algorithm. Okay.

Shannon McKinstrie [00:00:53]:
And Instagram has shifted more into that as well. Instagram's used to be more like back in the day before reels, it was more relationship heavy. Like, okay, Instagram knew who my best friend was. Instagram knew who my husband was. Instagram knew who my friends were and that's who I would see content from. We know that. Same with Facebook. Now when you go on Facebook, it's a lot of interest basis, a lot of ads, right? It's changed.

Shannon McKinstrie [00:01:13]:
So the algorithm that a lot of people were coaching four or five years ago, it's completely different. But you can train the algorithm to be your hype man. And I'm going to tell you how to today because the algorithm, while, sure, there's definitely some days where I'm like, the algorithm is tripping, right? There's sometimes that Instagram, but it's usually when you see those random like major dips and you're like, what the heck just happened? Yeah, they might be shifting something. But at the end of the day, the Instagram algorithm is not changing as much as these experts want you to think it is so that you buy their courses right now. This is not me being mean, this is just being truthful. The algorithm at the end of the day, no matter what changes they make or adjustments they're doing. And again, when we usually see those dips, what I was going to say is it's typically something they're doing on the back end. Maybe they're rolling out a new thing or whatever.

Shannon McKinstrie [00:01:59]:
It's usually something like that, as when stuff starts glitching and being crazy. There's also sometimes just certain seasons where there's more ads. There's also certain seasons where the world is on fire, right? Like, sometimes there's not only a shift in the algorithm, a shift in the people in your community. So just know that not always is it you. It's usually user behavior again when everyone's like, oh my God, my content's trash. I used to get da, da, da. I'm like, are you using I and my. And me? Are you doing that major shift that everyone's doing in their content that's blowing up people's accounts? Well, no.

Shannon McKinstrie [00:02:28]:
Okay, we'll do that. And guess what? Every time I tell someone, the numbers go up sometimes it's not the algorithm. And I hate to tell you that because it'd be so easy for me be like, oh, yeah, it's the algorithm here and buy my course and I'll solve it for you. No, it's user behavior typically, like, I would say 97% of the time, because the algorithm is mainly interest based. And that's why Instagram has made a few changes, because people can't put TikTok down. When we're bored of an app, we're gonna put it down. They lose money. So Instagram is wanting to show content that keeps you on the app.

Shannon McKinstrie [00:02:59]:
So think of it like this. And I think I've told this analogy before and I heard this on the Today show and I wish I could tell you what the reporter's name was, but it was a really good analogy. It's like if walked into the grocery store, let's say it's Publix, my favorite grocery store, and Whole Foods. I just, those are my happy places. You walk in and everything you want that's on your shopping list that you've been thinking about eyeing or every pain point you have in your life that you don't even know you have. All those products were right when you walked in. That's what the algorithm is trying to do. And even if you think about like, you know, the window displays and in Macy's and stuff like that, they're trying to lure you in based on a vision, right? Based on who you want to be.

Shannon McKinstrie [00:03:37]:
So when it comes to retail, that's why they spend so much time on the displays of the mannequins and the windows, to lure you in. Same with content. Your content has to lure them in. They either need to feel like they belong instantly or it's something they've been looking for. It's a pain point. They need to see themselves in the content. I talk about it all the time. That's what you need to focus on first rather than focusing on the algorithm.

Shannon McKinstrie [00:03:56]:
But when it comes to the algorithm, how do we get the algorithm to be your hype man? Easy. You make it easy for the algorithm to know who to show your content to. So if we think interest based, think right now what you're interested in. One thing that almost everyone across the globe is interested in is things happening local to them. Okay? So if you are a local business, this is really good news for you. So how do you help the algorithm hype up your content? Hype me up, right? This is what you do. You make sure if you're doing a reel or carousel, that that first slide, that hook, that title, whatever you want to call it, mentions the state, the city, something, right? My perfect three day itinerary for Dallas Fort Worth, something like that, right? And that would be the carousel cover or the hook. And then the reel or the carousel would continue to tell you those places.

Shannon McKinstrie [00:04:41]:
Right? The itinerary. Or let's say you own a coffee shop or a boutique or a brewery, right? That hook could just say something pov you find the best bottomless brunch in Memphis for you and your girlies? I don't know, something like that. That right there helps the algorithm know that this content is about that area and they're going to show it to people in that area. Because that we know no matter what, wherever we are, geographically, we're interested in content about our area we desire. Right? So that's one thing. But on, so on that note, in addition, you're like, well, Shannon, I'm not local. It doesn't matter. Perfect.

Shannon McKinstrie [00:05:13]:
Like I just said, those words need to knock people out when they see them, they need to see themselves. So how can you do that? Right? And I did a whole carousel on this. It will be in the show notes. And people are loving it because I just call them identifiers. I don't know if there's like a technical term, but that's what I call them. Meaning if you're a fashion blogger, you're not just a fashion blogger. Are you petite and in your 40s? Like petite moms in your 40s, this outfit, right? It needs to scream that way. Algorithm knows anyone engaging with content with petite size clothes in their 40s, they're going to try to push that reel out to them.

Shannon McKinstrie [00:05:49]:
And if they start liking it, they're going to push it out to more people. That's literally how the algorithm works. And I don't want it to be complicated because it's really not that Complicated. So again, when you're scrolling Netflix, if you just watched a true crime documentary, it's going to say, here's some others for you. That's why content we love. Like, hey, if you love reading Harry Potter, here's some other books you should check out. We're going to grab it. We're going to grab that reel or that carousel.

Shannon McKinstrie [00:06:10]:
We're going to save it with a quickness, because I see myself in that. I'm going to go, yeah, that's me. Now, again, I've never read Harry Potter, so I would scroll past that and the algorithm would see that and not show me more Harry Potter content. You see what I mean? So what you need to do, either go to ChatGPT, listen to some podcasts in your niche, go to Pinterest, find those words that make you stop, and you're like, yeah, so again, if you have a gym and you're local, make sure. What. What kind of gym is it Pilates? Is it really intense workout? What is it? You need to have those words. And that's gonna help the algorithm. The algorithm is going to thank you and bless you and throw your content to people it needs to see.

Shannon McKinstrie [00:06:46]:
The other place to put these keywords is obviously in your caption, right? That's why I. And I also use hashtags. Hashtags still help categorize your content, no matter what anyone says. Do they help you blow up your reach like they used to? No, but they still serve a purpose. They're a form of SEO, and until they're gone, I will continue to use them. And I love me some hashtags. So think of it this way. When I.

Shannon McKinstrie [00:07:08]:
And actually, let's. Let's have some fun. I'm going to scroll my algorithm just for a second, and I'll tell you why it's showing me certain content. This is like the second, you know, as I scroll Fall rich girl wardrobe, when I say identifiers, that is it. You don't just say fall wardrobe for who? And that says the swaps that make you look expensive. Now, why am I seeing this? Because I've been absorbing a lot of fall outfit content because I've had speaking engagements, so I have literally been in Instagram searching fall outfits speaking. So this is perfect. This is literally a perfect example of how she trained the algorithm to show it to me.

Shannon McKinstrie [00:07:44]:
And I've never seen this creator before. Her name is Natalie Bode, and as I'm scrolling through more of her content, I'm like, yeah, that content's perfect for Me, right? Because that's the season of life I am in right now. It's fall. I have events coming up where I need to look. Not like this. If y' all watch on YouTube, you already know. Every day I'm in a hoodie and some biker shorts, and that's what I call a day. On the weekends, I'll typically try.

Shannon McKinstrie [00:08:06]:
But if I'm speaking, if I'm showing up, I want to look like a baddie. Okay, the next one. The next time your child doesn't clean up after themself, try this one sentence response. Now, why did I see that? Because I have a sassy little four year old and the algorithm knows that. Because another thing I engage with all the time is parent content. So there you go. And why did this reel go crazy? Over 3000 likes, almost a thousand shares. The next time your child doesn't clean up after themselves, try this one sentence response.

Shannon McKinstrie [00:08:33]:
Now, one sentence response is another thing I want you to write down. If you are in therapy, coaching, if you're anything where you help people say the right words. One sentence response. That's crazy. Good for a hook, because what it does to your brain, what did that even do to your brain when I said it? And if I say, here's the one hook that helped my client go viral, that reel I shared a couple weeks ago is still going crazy. It feels doable. It's one thing. So there you go.

Shannon McKinstrie [00:08:55]:
And the reason that I saw it, because the word child and obviously another thing to help the algorithm. So on that note, you kind of see where I'm going with this, right? You need to have those identifiers. Oh, my gosh, this is insane. Here's the last one. I'll share with you your interior design style based on your childhood bedroom. And in the background on her green screen is everything I used to own. Lisa Frank, everything. Right? So there you go.

Shannon McKinstrie [00:09:18]:
The algorithm knows. What do they know about me from that? That I'm a millennial. So the fact that. Oh, yep, there it is. And she's using hashtags, hashtag, nostalgic design, hashtag y2k. So the algorithm knows this content. I'm going to eat it up. Because I am a millennial and that was my childhood bedroom.

Shannon McKinstrie [00:09:35]:
So with that said, this is what your job is today. Do not worry so much about the algorithm. Yes, you need to make sure you are using the right keywords, hashtag, all that stuff to make sure the algorithm goes. Thank you, Fred. Thank you, Julie. Whatever you just spouts, it just pushes it out to the right people. And once people start liking it and commenting on it, the algorithm will push it out to more people. That's just how it works.

Shannon McKinstrie [00:09:57]:
So your job, because I want you to think like a marketer with this podcast, right? Because I want the algorithm to hype you up. You deserve your content to be seen, and there's people out there dying to see your content. They are, I promise. And just a few tweaks, friend. A few tweaks and it will go crazy. Promise. Happens all the time. Okay, so is focus on again, learning those identifiers, okay? What do they call themselves? What? Go look at that carousel.

Shannon McKinstrie [00:10:23]:
It'll be in the show notes. Go look and really think about what are those demographics about them? What are those trendy sayings? Or maybe not so trendy sayings that they say? What do they consider themselves? I consider myself a millennial mom. Right? I consider myself mid size. I consider myself a marketer, a businesswoman, a toddler mom, all those things. A Raleighian, right? Or I don't even know what we call Raleighites. I don't know. I've only lived here five years. I don't know what they call us here.

Shannon McKinstrie [00:10:48]:
I'm a North Carolinian. I'm an Outer Banks girly. I'm Virginia Tech Hokey. Any of that stuff the algorithm is going to show me anything, North Carolina, Virginia Tech, motherhood, fall fashion, obviously, Millennial humor, I'm gonna see it. Or at least the algorithm wants me to see it. Because as you know, as I continue to scroll, I'm gonna see it. And then, you know, now I'm gonna see all the Christmas stuff because now I'm searching Christmas decor. So now the algorithm is gonna start showing me Christmas decor.

Shannon McKinstrie [00:11:13]:
So anyone that's out there that do interior design or anything like that, you better be creating that Christmas content now. And I know it sounds crazy, but yes, even when I'm watching tv, earlier Christmas commercials. So this is the time, and we all know we've heard it. The Ralph Lauren Christmas is the new trend for 2025. Hop on that. It's all over my TikTok. It's all over my Instagram. Know the phrases, know the identifiers, and the algorithm will actually be your hype man.

Shannon McKinstrie [00:11:38]:
Love you, friend.