If you’re using Instagram to market your small business, you need to be aware of the algorithm changes rolling out in 2023.
In this post, we’ll break down what an algorithm is, what changes were expected in 2023, and what those shifts mean for your Instagram marketing strategy.
Staying informed helps you stay ahead of the competition — and helps your content actually get seen.
So, What’s an Algorithm?
An algorithm is a set of instructions used by digital platforms to decide what content gets shown to users.
In marketing terms, algorithms help platforms:
- Determine what content a user is most likely to want to see
- Track interactions like likes, comments, saves, and shares
- Recommend content based on interests and behavior
- Automate sorting so feeds feel more personalized
Instagram’s algorithm changes regularly because the platform is constantly adjusting how it serves content — ideally showing users more of what they care about, and less of what they don’t.
What Was Changing in Instagram’s Algorithm in 2023?
Instagram’s 2023 updates focused on personalization, relevance, and engagement — which directly impacts how businesses show up in the feed.
1) More Personalized Experiences
Instagram leaned further into personalizing each user’s experience based on their past behavior and interactions with content.
2) Increased Use of Artificial Intelligence
Instagram also increased its use of AI to predict what users will find interesting and recommend content that best matches their preferences.
3) More Advanced Feed Sorting
Instagram continued improving how posts are sorted in the feed so users are more likely to see the content they want, faster.
4) Prioritizing Content From Closer Connections
In many cases, Instagram placed more emphasis on posts from accounts users interact with most — meaning close connections may appear more than posts from strangers or accounts someone rarely engages with.
5) Engagement Matters More Than Ever
Instagram gave more weight to content that receives strong engagement. Posts with high levels of likes, shares, and comments were more likely to earn visibility than posts that didn’t spark interaction.
This applies not just to feed posts, but also to:
- Stories
- Reels
- Content that earns saves and shares
What This Means for Small Business Marketing in 2023
Here’s the biggest takeaway: less is more.
In 2023, Instagram leaned away from meaningless “just post something” content and toward content that is genuinely useful, interesting, or entertaining.
That means your focus should shift to creating content that’s:
- Relevant to your audience’s needs and interests
- Engaging enough to earn comments, shares, saves, or replies
- Intentional instead of rushed just to fill a calendar
- Sticky — content people actually want to spend time with
When your content is built to connect (not just exist), the algorithm has more reason to reward it.
Final Thoughts
By understanding Instagram’s algorithm changes in 2023, you can make sure your marketing efforts stay optimized and continue reaching the right people.
As Instagram continues rolling out updates, staying flexible — and adjusting your strategy — is key to long-term results.
Reach your target audience. Drive more engagement. Build a stronger online presence.
If you want more tips on how to stay up-to-date with Instagram changes and make the most out of Instagram for your business, keep your eyes on our Buzz section for more information.
