Getting more likes on Instagram still moves reach, because likes are a top ranking signal
In 2026 the three ranking signals are watch time, likes, and sends, and likes matter most for people who already follow you.
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Instagram likes are one of the top three signals the Instagram algorithm uses
When your post or Reel receives likes, it signals to Instagram two things: people like this content, and which types of people like it. Instagram takes that information, along with other ranking factors, and uses it to expand the reach of your post.
The top three signals that matter most for ranking are watch time, likes and sends.
- People like this content.
- Which types of people like it.
- Look at average watch time, likes per reach, and sends per reach.
While Instagram likes are important for both, they actually matter more for connected reach
Connected reach is people who follow you. Unconnected reach is people who don't follow you. Instagram likes fall into the popularity category, along with comments, shares, and saves.
Instagram likes still matter because they're easy for your audience to do, so they do it more often.
- Likes are important for both kinds of reach.
- They matter more for connected reach.
- And while they're not the most important thing to grow, they still matter.
It's easier to get an Instagram like than a comment or share
Since likes are easier to get and faster for your audience to do, getting a lot of likes as quickly as possible after posting can be a massive signal to the Instagram algorithm that your post is high-quality content.
The average post received 513 likes in 2024, but only 19 saves and 15 comments.
- A like is easier to get than a comment or share.
- Likes are faster for your audience to do.
- A fast cluster of likes after posting is a quality signal.
What you can try now: Instagram Engagement Rate Calculator
Whether you've posted a photo, carousel, or Reel, share it from your profile to your Story
Simple and effective.
Share your latest post to your Story.
- Share a photo, a carousel, or a Reel.
- Do it from your profile.
- Check it after you share.
Carousels outperform Reels by 26% when it comes to engagement
Instagram Reels are still great, but don't sleep on the power of plain ol' Instagram photos posts and carousels. A 7-slide carousel beats a single image when you're teaching anything.
Our data from Q4 of 2024
- Carousels lead on engagement.
- Reels are still worth posting.
- A teaching post fits a carousel better than one image.
What you can try now: Free Instagram Carousel Maker
People tap the heart when they see something worth saving, sharing, or showing a friend
Open in front of a face or a result, not a logo. Faces and finished outcomes hold attention. Better lighting usually matters more than heavier editing.
Caption first frame stays on for 2 seconds minimum so muted viewers catch the hook.
- Vertical 9:16 only for Reels.
- Pick 3 colors and use them across 9 posts.
- Shoot twice. Always. The first take is rehearsal, even when it feels right.
First line is the hook: under 12 words, ending with a curiosity gap
End with a question. "Which method do you use?" invites a comment, and comments lift likes. Body uses line breaks every 1 to 2 sentences.
Don't bury the CTA past the more fold unless the hook is strong enough to earn the tap.
- The first line is under 12 words.
- The ending is a question.
- Comments lift likes.
Instagram likes won't happen if your audience never sees your post
The right time to post on Instagram for likes is the time when the majority of your current and target audience are online.
Your best time to post is calculated from your actual social media performance
- The best times to post on Instagram: 1-3 PM on Sundays and 7-9 PM on Mondays.
- That overall window is not your personalized best time.
- Post when your current and target audience are online.
What you can try now: Best Time to Post on Instagram Calculator
Your post can show up when Instagram users search for that location
Location tags are great for building relationships with nearby businesses and establishing yourself with new audiences in a local area. For local businesses, you should especially use location tags in Stories, because all tagged Stories are added to Instagram's in-app map.
If you have a physical location, tag it in all your posts.
- Tag a city or a public space.
- The post can show up in Explore when people search that place.
- Tag the location in Stories as well as posts.
This sends them a notification so they're likely to see your post
If you're not posting an official collab, you can still tag other accounts in your posts or captions. This sends them a notification so they're likely to see your post and, potentially, share it to their followers' feeds, resulting in more Instagram likes for you.
Use something from a company whose products complement yours.
- Tag them in the post or the caption.
- The tag sends a notification.
- A share from their account can bring more likes.
Hidden Instagram likes still count as likes to the app
Neither option officially impacts ranking in the algorithm. The choice to hide or not is up to you.
Hide the like count of your own posts and Reels from others, but you can still see them.
- You can hide like counts on posts from accounts you follow.
- You can hide like counts on your own posts and Reels.
- Hidden likes still count.
Look at average watch time, likes per reach, and sends per reach
If you're trying to understand why one Reel did better than another, look at average watch time, likes per reach, and sends per reach.
Monitor analytics at least monthly to see what's working and what's not.
- Compare likes per reach, not raw like counts alone.
- Keep the posts that match the stronger pattern.
- Check again the next month.