There’s an ongoing social media myth about weighted engagement metrics on Instagram - for example: a ‘save’ means more than a ‘like’ - and these actions affect the algorithm.

I'm here to tell you this is not true. Three reasons why:

First & Foremost: Update from Instagram
There has not been an update directly from Instagram about weighted engagements and/or how they affect the algorithm. The last major press conference from Instagram was in 2018 when they explained how the algorithm works.

With that said: per Instagram’s Creators in January 2020, comments, likes, reshares in stories, and video views are key engagement indicators for the algorithm’s feed ranking (it was shared by Later’s blog, which adds a major boost of credibility). However: if you take a step back and look at those metrics, that’s a majority of ways individuals can engage on Instagram… sooooo… take it as you will.

Reason 2: Understand How The Algorithm Works
The algorithm is based on your individual actions toward an another account, or “brand” as I refer to them in this article. If you like a post, then share it with your bestie, and save it for future reference, that counts as 3 interactions with the brand. If you watch a full video or Reel, or swipe through the carousel, the algorithm also picks up these actions as engagement. All which means the algorithm will make that brand’s content a growing priority in your feed.

Understanding how the algorithm works as content creators is crucial because - simply put - it means we need to create content worth that level of continuous engagement. This doesn't just happen because we think it’s the good stuff - that level of engagement happens because it connects/is relatable with, helps solve a problem, or determined as valuable by followers.

For example: I watch Dwayne Johnson’s videos, or swipe through carousels, a vast majority of the time they come through my feed - and will read whatever written content has been tapped out. Then ‘like’ the post. Rarely will I comment on, save, or share the post.

You may be asking “The Rock? Why??” Here’s the deal: I find a lot of the content relatable as a parent, the mini-BTS moments are engaging, and/or, he’s funny and seems like a decent human. Also him Hulking out on his front gate to NOT be late for work is the stuff I dream about when things are literally in my way.

Point being: I take three actions with his posts: 1) swipe through the pics or watch the watch the video, 2) tap to read all the content, and 3) ‘like’ the post. Three points of fairly consistent engagement and I’m delivered his new posts in a very consistent manner whenever I hop into the app. This is the algorithm working and working well. (And please note: no saves, no shares - just watching, reading, and liking. Basically the algorithm thinks I’m friends with The Rock - and who am I to correct that?)

With that said: Saves matter, even though they’ve been on the scene since 2017. As Instagram tests removing like counts from public view, saves will tell you a lot about what content your audience finds interesting. This test is already underway in Australia, Brazil, Canada, Ireland, Italy, Japan, and New Zealand - and many like the new system. FYI: don’t panic; creators will still be able to see the number of likes a post receives.

Reason 3: The Engagement Rate
If weighted engagements were true, how we calculate engagement rates would enter a new level of algebra gymnastics. Currently each engagement is worth ONE (1) point. To figure out the engagement rate, we take the total number of engagements, divide it by the total number of followers, then multiply that total by 100 to get a percentage (total engagements / total followers = engagement rate * 100 = ER%).

If engagements were weighted differently the formula would be completely different - (SHx4)+(SVx3)+(Cx2) = WTF*100 = GTFO% - and influencers would be screwed because the “weightier” items would be hidden from brands who may be interested in partnering with them.

Yes - it’s true. Brands can use various online tools to figure out the engagement rate of other accounts - or their competitors - but due to Instagram’s API, the depth and details of various engagements are limited. Brands can also look at the comments to gage the level of organic engagement while knowing that’s only part of a post’s overall metrics.

Ok. Myth Busted… But Now What?

Understanding the algorithm and how we individually engage with the brands we love is very crucial for those brands. Engaging with brands is one of the best ways to support their efforts online at not cost to you - especially as we’re seeing a drastic downturn of user engagement thanks to folks being understandably burned out from the massive shift in how we use social media and our devices throughout the pandemic.

Liking, commenting, and saving posts are the simplest ways to encourage the brands you love and they desperately need to hear from you. Sharing their posts in stories is the digital word-of-mouth endorsement from clients, customers, and loyalists - and help spread brand awareness. All those engagements start adding up and helps a brand determine its direction for services or products as well as understanding: 1) how engaged their audience is (aka reading their brand’s digital lobby), 2) what kind of content to produce, and 3) potential collaborations with other brands or individuals. And yes - as brands we should not solely depend on social media to reach current and potential audiences, but it is an important tool in continuing conversations and to connect with your community and followers.

All the meanwhile, thanks to your engagement, their content is popping toward the top of your feed. If you see a brand with content you love - yes! - throw them a bone and reshare it in your stories to help spread the good word about them. Like the post if it speaks to you - or you simply adore the image. Take the extra 10 to 30 seconds to read their content and leave a love note in the comments even if it’s a simple emoji just to show you were there.

And since we’re here: comments do not require three or more words to ‘count’. A comment is a comment, even if it’s an emoji.

Remember: social media is about being social. Throwing your own content out there and getting some love is always nice, so pay that warm fuzzy feeling forward. Support other brands and individuals by returning the engagement favor. (But for the love of all that is good: don’t make it a tit-for-tat situation. The Rock doesn’t return any love to my feed and that’s ok.)

So to recap: all those engagements, they're all weighted the same in the eyes of the algorithm in how content is delivered to you. However: each and every engagement means the world to fellow brands you follow.

bottom line:

If you’re ever curious about the inner-workings of Instagram, follow them on the platform of your choice (Twitter is actually great), or check out my favorite go-to tech/platform resource, TechCrunch. While the list is extensive, I also regularly read the articles available on Later and Sprout Social, go through Social Media Today’s site, and subscribe to Carney’s The Daily Carnage newsletter.

And please, go forth and engage with the brands you love.

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