Instagram remains a powerhouse in social media marketing, with roughly 50% of U.S. adults using the platform. It’s especially dominant among younger users: 50% of U.S. teenagers use Instagram at least daily, and 86% of Instagrammers say they use it because it’s entertaining. Much of this engagement comes through discovery tools like the Explore page, where users find new content they don’t already follow. Landing on the Explore page can dramatically expand your reach and engagement rate, exposing your posts to new audiences. In this guide, we’ll explain the Instagram Explore algorithm and share expert tips on how to get on Instagram Explore page to grow your account.
Table of Contents
What is the Instagram Explore page
The Instagram Explore page is a personalized discovery feed of photos, videos, and Reels from accounts a user doesn’t already follow. It’s essentially a grid of new content tailored to each user’s interests. Instagram’s algorithm analyzes your past activity what posts you’ve liked, saved, commented on, or shared and then serves similar content in Explore. For example, if you frequently interact with cooking posts, Explore will show you other cooking-related content. Getting on the Explore page means “cutting through the noise” by creating content that resonates with people who aren’t in your current audience. This page is constantly evolving with new topic categories and is a key way for users to find fresh accounts and ideas.
Why it matters for reach and engagement
Appearing on the Explore page can significantly amplify your reach. With millions of users scrolling Explore daily, your content can rack up views far beyond your follower base. JungleScout notes that getting your content on Explore is “a fantastic way to grow your following and increase engagement”. In practice, when Instagram deems a post worthy of Explore, it can be shown to thousands of new users. Buffer reports that, thanks to the current algorithm, the average account reaches about 50% more people than under the old chronological feed. In other words, the algorithm is designed to reward engaging content with wider visibility.
This broader exposure often translates into higher engagement rates. For context, Sprout Social found that the average influencer post on Instagram got about a 1.8% engagement rate in 2024, while Reels hit around 2.08%. If your post makes it to Explore, you tap into many more potential likes, comments, saves, and follows. In short, the Explore page is a gateway to new audiences: it can spark viral growth if your content appeals to many people at once.
Sources: Authoritative reports and studies (2024–2025) from Hootsuite, Later, Buffer, Sprout Social, and Jungle Scout were used to gather the latest insights in this guide. All statistics and claims are backed by these referenced sources.
How the Explore algorithm works
Instagram’s Explore algorithm is complex, with dozens of ranking signals guiding what appears to each user. According to Meta (Instagram’s parent company), the system uses AI to dynamically select content as it “learns and improves” over time. Some key factors include:
- Post popularity: How quickly and how many people like, comment on, save, or share the post. In Explore, these popularity signals matter even more than in the regular feed. A post that gains thousands of likes or shares rapidly will rank higher.
- User activity: Instagram looks at the specific user’s past interactions. If a user frequently engages with a certain topic or creator, Explore will show more of that type of content.
- Interaction history: If a user has ever interacted with your account before (liked a past post or commented), your new posts have a better chance of appearing in their Explore.
- Content type and watch time: For videos, how long users watch your content (especially reaching 95% of the video) is a signal. One algorithm overview notes that longer average watch times boost ranking. Short videos that keep viewers engaged throughout are favored.
In practice, this means Instagram is constantly trying to predict what you’ll find interesting. As explains, if a post is popular and aligns with a user’s tastes, the algorithm will surface it on Explore. A helpful example from Instagram (via Buffer) showed that if you liked several posts from one creator, Instagram might look at who else is interested in that creator and suggest those related accounts on your Explore.
Instagram measures success through interactions. The more immediate likes, shares, and saves your post gets, the more it signals to the algorithm that your content is valuable. Instagram even confirms that shares (like sending a post via Direct Message) are a top ranking factor. In other words, if people are tagging friends or messaging each other your post, it’s viewed as high quality. This is why you’ll often hear advice to include a call-to-action like “tag a friend” in your captions. Every like, comment, and save pushes your post up the Explore ladder. Encouraging these actions early right after you post maximizes your chance of Explore placement.
Optimize your profile and niche
Even before you post, make sure your Instagram profile signals who you are and what you do. Use a clear profile picture and write a concise, keyword-rich bio. Including relevant terms (e.g. “fitness,” “travel,” or your profession) helps Instagram index your account. Instagram SEO is real: a Hootsuite study emphasizes that “keyword-rich content” is extremely important for Instagram’s AI to index your posts. By writing relevant keywords into your bio and captions, you improve discoverability in search and the Explore page recommendations.
Also, stick to a specific niche or theme. Accounts that consistently post around one topic tend to perform better. For example, if you sell an ocean-themed product, focus your content on beach and boat imagery (not just product shots) so that your theme is clear. JungleScout shares that accounts saw more traction by providing valuable niche-related content rather than constant self-promotion. This consistent theme signals to Instagram’s algorithm and your audience what to expect, making it more likely similar-content consumers will find and follow you. In short, have a strong content strategy: define what your account is about and make everything align with that.
Post high-quality, engaging content
If you’re exploring how to use Instagram for business, one of the most important strategies is to consistently post high-quality, engaging content. Your content’s quality and appeal are crucial. High-resolution images, eye-catching graphics, and well-edited videos stand out in the feed and on Explore. Create posts that provide real value: education, inspiration, or entertainment. Instagram’s algorithm rewards content that people spend time on. Buffer notes that in Explore, they look at “how popular a post seems to be” by how quickly interactions happen. Rapid early engagement tells Instagram your post is interesting.
Focus each post on hooking the audience immediately. A bright photo of a great meal, a catchy short video, or an informative infographic will naturally earn more likes and saves. Ask questions or include a call-to-action in your caption to prompt comments. As JungleScout points out, adding simple CTAs like “tag someone who would love this” can significantly boost engagement. Remember: providing value goes further than hard selling. Accounts that filled their feeds with product ads actually turned people off. Instead, entertain or inform.
Practical tip: use carousels (multi-photo posts) or videos that encourage swiping and viewing all slides, since each swipe/view is an interaction. Polls and quizzes in Stories also drive engagement. All these interactions contribute to a higher engagement rate, which signals to Instagram that your account is active and interesting. The platform favors posts that spark conversation and shares. By consistently delivering quality and engaging content, you increase the odds that Instagram will pick up your posts for Explore.
Use Reels effectively
Short-form videos, aka Reels, are one of the best ways to capture Explore traffic. Instagram heavily promotes Reels as a discovery tool for new accounts. In fact, Reels have the highest engagement rates on Instagram “Buy Instagram Reels Likes“: about 2.08% for influencers, compared to ~1.8% for images. That means Reels not only reach more people, they also prompt more reactions.
To leverage this, create Reels that are visually compelling and concise. Experts suggest 15–30 second clips, even though Instagram allows up to 3 minutes. The key is a strong hook in the first few seconds, since many viewers watch without sound. Use trending music or sounds, and keep your content aligned with popular themes or challenges. For example, a dance trend or a seasonal tag can instantly broaden your audience.
Make your Reels look professional: good lighting, clear audio, and crisp edits go a long way. Avoid using Instagram apps that leave watermarks (like TikTok), as Instagram’s own algorithm may downrank videos with third-party logos. Finally, post Reels consistently. Adam Mosseri (head of Instagram) has noted that when one Reel takes off, posting another within the next day or two can capture that momentum. In short, use Reels as a tool to showcase your niche creatively, and the algorithm will reward you by pushing them onto the Explore feeds of interested users.
Craft strong captions with keywords
Text matters too. Think of each post’s caption as an opportunity to use relevant keywords (words people might search for). Instagram’s search and Explore rely partly on text matching now. Hootsuite notes that while hashtags still help, keyword-rich content is extremely important for Instagram’s AI. Rather than stuffing in hashtags blindly, write descriptive captions. For instance, if you post a photo of Italian pasta, include terms like “pasta recipe,” “Italian cooking,” or “homemade pasta” in your caption and alt text. This practice, often called Instagram SEO, helps your post show up when users search or explore related terms.
Also optimize your profile’s searchability: include niche terms in your bio (e.g. “Fitness Tips | Healthy Recipes”). Later’s guide on the Instagram algorithm emphasizes writing strong captions with keywords and niche hashtags to optimize for Explore potential. In short, treat Instagram as a search engine: make your content easy to find by using clear, topic-focused language. This will not only improve your visibility on Explore but also in Instagram’s search results.
Use smart hashtag strategy
While keywords are king, hashtags still have a role. Instagram tweaked hashtag follow and weight in 2024, so hashtags aren’t the powerhouse they once were for reach. Users can no longer follow hashtags, and Instagram now emphasizes content indexing over mass tagging. That said, hashtags can still expand discoverability. Use a few highly relevant tags (3–5 per post) that match your niche. For example, if you posted a photo of coffee, use tags like #coffee, #coffeetime, or a location tag like #SeattleCoffee. Buffer advises keeping hashtag use concise to avoid spammy appearance.
Also take advantage of location tags. As one tip points out, tagging the location of your photo makes it more likely to appear on Explore for users browsing that area. For instance, a restaurant post tagged with a city name can get extra exposure to locals or travelers. Lastly, use branded or campaign-specific tags sparingly to encourage community use.
Balancing hashtags and keywords is a smart content strategy. In practice, Instagram now “reigns supreme” on search, so keyword-optimized captions are the priority. But when used judiciously, hashtags still help Instagram categorize and show your posts in related feeds or searches.
Engage meaningfully with your audience
Building an active community is essential. Instagram’s algorithm values the relationship between you and your audience. Accounts that frequently interact with their followers tend to rank higher. For example, if you follow someone, exchange DMs, or regularly comment on their posts, Instagram is more likely to show each other’s new content.
So, interact genuinely: reply to comments on your posts (even a simple “thanks!”), answer DMs, and use interactive features like polls or question stickers in Stories. Hootsuite recommends replying to every positive comment you can, as this gives your content a ranking boost. In your captions, ask questions or invite feedback to spark conversation. Including a clear CTA like “What do you think? Let me know below!” can encourage comments.
These efforts increase your engagement rate and signal to Instagram that you’re building a community. When followers see that their input leads to a response, they’ll engage even more creating a virtuous cycle. Remember JungleScout’s tip: explicitly prompt interaction by saying “tag a friend who’d enjoy this” or “follow us for more tips”. All these meaningful interactions comments, tags, replies feed into the algorithm’s relationship signals, improving your chances of being surfaced on Explore.
Time your posts for maximum impact
When you post can affect how quickly your audience engages. To get on Explore, you want strong early engagement, so publish when most of your followers are active. Use Instagram Insights or analytics tools to find your peak hours. For instance, teens (a large Instagram demographic) report heavy usage in late afternoon and early evening, so posting around 6–9 PM might capture that crowd.
Consistency is key too. Instagram rewards accounts that post regularly. JungleScout emphasizes that sporadic posting makes the algorithm less likely to feature you. Aim to post at least once a day or a few times a week on a schedule. This tells Instagram you’re an active creator worth promoting.
Finally, be strategic with timing: if a campaign or trend is happening, join in ASAP. Trending hashtags or timely content get extra attention. Combined with consistent posting, this ensures that when your followers are online, they engage quickly — which in turn sends positive signals for Explore.
Collaborate with other creators
Don’t underestimate the power of collaborations. Working with other creators or brands exposes you to their audience, creating new engagement signals. For example, co-hosting a Live session, doing a joint giveaway, or simply tagging each other in posts puts your content in front of related followers. When users who follow a collaborator see you and engage, Instagram notices the shared interest. Buffer’s Explore example illustrates this: if fans of one account also like your content, Instagram may start recommending you to them.
This social crossover is like having a built-in endorsement. When a related creator shares your content, you tap into their community’s trust. It also generates more engagement: their followers will comment and like, adding to your momentum. Essentially, collaborations weave your content into new interest networks, boosting your chance to appear on diverse Explore feeds.
Also consider influencer shoutouts in Stories or Reels; even a mention can drive a surge in visits and follows. The key is to collaborate authentically within your niche: choose partners whose audience aligns with yours, and create content that benefits both sides. These joint efforts can be a fast track to new Explore viewership.
Encourage shares and saves
Finally, explicitly invite two of Instagram’s strongest engagement signals: shares and saves. Instagram’s own guidance highlights shares (sending posts via DMs or Stories) as a top ranking signal. If people are sharing your content with friends, that tells Instagram your post is valuable. In your captions, encourage it: say “share this if you found it helpful!” or “send this to someone who needs to see it.” This can significantly increase the shares your post receives.
Similarly, getting users to save your post is a strong sign of interest. For how-to content, recipes, or educational posts, add a CTA like “save this for later reference.” A high number of saves indicates lasting value, which Instagram rewards. Buffer’s algorithm guide notes that popularity metrics like saves and shares push posts farther in Explore. In practice, even phrasing like “bookmark this” can lead to more saves.
Combining these tactics engaging captions, collaboration, consistent posting, and leveraging Reels – will maximize your Explore potential. By continuously encouraging actions that signal value (likes, comments, shares, saves), you align with Instagram’s, making it far more likely that your content lands on other users’ Explore pages.
Conclusion
Getting on the Instagram Explore page doesn’t happen by chance. It requires a mix of great content and strategic engagement. In summary: optimize your profile with clear niche keywords, post high-quality images and Reels, use smart captions and hashtags, and build community by replying and collaborating. Encourage shares and saves, and post consistently when your audience is active. Follow these steps to improve your chances of appearing on Explore and dramatically growing your reach.
If you found these tips helpful, let us know in the comments! We’d love to hear about your experiences how to get on Instagram Explore page or any other strategies that worked for you. For more social media marketing advice, follow us on Instagram and subscribe to our newsletter. We share the latest Instagram insights weekly – don’t miss out!
FAQ
What is the Instagram Explore page?
It’s a personalized feed of photos, videos, and Reels from accounts you don’t follow. Instagram curates it based on each user’s past likes, comments, and interests. It’s where users discover new content.
How can I increase my chances of appearing on the Explore page?
Create engaging, relevant content that encourages interaction (likes, comments, shares, saves). Optimize your profile with niche keywords and use Reels. Engage with your audience and collaborate with others in your niche. These actions signal to Instagram’s algorithm that your content deserves a wider audience.
Do hashtags help me get on the Explore page?
Hashtags have value but are no longer the primary driver of reach. Instagram now focuses more on content SEO (keywords in captions and profiles). Still, using a few relevant hashtags (3–5) can aid discovery. Pair them with strong keywords and location tags for the best results.
How many hashtags should I use?
Experts recommend using a limited number of targeted hashtags. Buffer suggests 3–5 very relevant hashtags per post. This avoids spammy tag lists and helps the algorithm categorize your content without diluting focus.
How long do I need to wait before I see if a post made it to Explore?
There’s no exact timeframe, but initial engagement (within the first hour or so) is critical. Posts that quickly receive high likes, comments, and shares are most likely to be pushed to Explore. Use Instagram Insights to check the breakdown of reach sources: if you see a large percentage of “Discovery” or “Explore” impressions, you’ve likely hit the Explore page.Why isn’t my post showing up on Explore? There’s no guaranteed formula, but common issues are low early engagement or inconsistent posting. Ensure your content is high-quality and shared at optimal times. Also check that you haven’t violated any Instagram guidelines (sometimes shadowbanning can limit visibility). Focusing on the tips above better content, engagement, and SEO will improve your chances over time.
