How does Instagram's algorithm actually work, and why does it matter for artists?

Think of Instagram as a massive freeway with millions of lanes, each representing a different interest or topic. When you only post your art, the algorithm puts all your content in one or two lanes—the ones for people interested in that specific art style. You’re missing 99.99% of potential viewers. When you post about other interests—dogs, cooking, gardening, music, hobbies—the algorithm recognizes each topic and places your content in different lanes, exposing you to entirely new audiences. These people discover you for a shared interest, then learn you’re also an artist. This dramatically expands your reach and brings more diverse viewers to your profile who can then explore your art.

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Asked by an artist confused about Instagram algorithm · Answered by Patrick Shanahan · art-marketing-podcast · 2025-08-20