Category: Digital Marketing

How Instagram Algorithm Works

Instagram Algorithm

Michael Krieger, a computer programmer, was in Mexico for a holiday in 2010.  Together with a friend, Kevin Systrom, who was a former Google employee, they have developed a location-sharing platform called “Burbn.” During that holiday, Michael thought of sharing a photo on Burbn. But Kevin protested because the photos taken from Michael’s iPhone were not standard. To convince Kevin, Michael applied some filters to standardize the images. Alas, Burbn turned into Instagram. Its main selling point is adding filters to mobile phone photos.

Instagram is an online photo-sharing social network that Facebook acquired in 2021. It is entirely a visual platform relying on images and videos with text captions. Today, there are around 1.074 billion IG users. It is one of the most influential and popular social media platforms. Instagram has also played a major role in influencer marketing. According to a digital marketing speaker Hong Kong, the Kardashian clan, K-pop enthusiasts, and a lot more loyal fan groups have made Instagram an important marketing platform. Around 500 million Instagrammer use Instagram Stories daily. This made affiliate marketing and product tagging very effective on Instagram.

Yet, a lot of brands and businesses still can’t understand how the Instagram algorithm works. Most of the time, they face the challenge of what to post on the platform. To get a better understanding of the algorithms of Instagram, we’ve got you covered here.

What Is Instagram Algorithm?

A social media agency Hong Kong defines the Instagram algorithm as using pieces of interactions to prioritize posts that Instagrammers care about. It covers a variety of classifiers and processes designed for different purposes. Using AI technology, the platform personalized a user experience in the best ways they can. Back in 2010, the Instagram algorithm depended on the chronological order of the stream of photos posted on the platform. As Instagram users grew, it became impossible for users to see everything. So, in 2016, the platform introduced a feed algorithm that ranked posts based on what a user cared about most. Little by little, Facebook added explore, feed, stories, and reels on the app. Each feature uses a different algorithm and ranks things differently.

How Instagram Feeds and Stories Algorithm Work

Feeds and Stories are places where people want to see content from the people close to them – their family and friends. Here’s how the Instagram algorithm on feeds and stories work. First Instagram ranks recently shared posts and stories. Second, Instagram Ai uses signals and they have a thousand of them. For feeds and stories, the most important signals to rank posts are the following:

  • The people who made the post. Instagram ranks family, close friends, groups, etc. on top of users’ feeds and stories. This also includes posts and stories from accounts a user has previously followed or liked. For a video marketing agency Hong Kong, the most liked Instagram Stories commonly rank on the top of an Instagram feed.
  • A user’s recent activity on Instagram. Instagram AI takes into account the number of interactions a user has in the past weeks. This includes the history of the user’s interaction with other Instagrammers and the type of posts that a user commonly engages with. From these signals, Instagram will make the posts of previous interactions more visible on a user’s feed and even the type of content the user commonly consumes.

How Instagram Reels Algorithm Work

In August 2020, Instagram launched Reels. They are 15-second music and video clips that mimic TikTok. As they are designed for entertainment and fun, the Instagram Reels algorithm differs from that of feeds and stories. Under the Reels tab, Instagram users may see posts of people they don’t follow or know. Under the Instagram Reels algorithm, the most important signals are the following:

  • Information about a Reels’ post. Instagram AI looks at the audio track, frames, and pixel of every Reels content. It also considers the popularity of a Reels content as compelling. As such, any Reel that received the highest number of comments, likes, and other interactions may rank higher on the Reels tab.
  • A user’s activity. Instagram AI looks at things a user comments, likes, or engages with. It also looks at the recent Reels and videos a user has watched. These signals rank Reels content relevant to the user’s activities.

The Bottom Line

How the Instagram algorithm works depends largely on a user’s activity. Because Instagram strongly values a user’s experience, they rank feeds, Reels, and Stories based on your interests, preferences, and usages. As an Instagrammer, you can control what you see on the platform. This is by picking your close contacts, muting accounts you would like to stop seeing, and marking recommended posts as not interesting. For brands and businesses, creating content tailored according to a user’s interests and preferences can bring your campaigns to Instagram success.


Targeting High-Value Audiences in Instagram

High-Value Audiences on Instagram

A large part of digital marketing today covers social media marketing. According to a digital marketing speaker Hong Kong, out of 7 billion people on the planet, 3.78 billion are social media users. Each day, the average time spent by a user on social media is 145 minutes. It is how they connect with the world, do online transactions, shop, and even work. Among the top four social media platforms for marketing are Facebook, Twitter, Instagram, and Pinterest. With 1 billion monthly active users, Instagram is the best choice among product-based brands. Yet a social media agency Hong Kong notes the importance of targeting high-value audiences to succeed in Instagram marketing. Here’s how!

The best way to target high-value audiences on Instagram is to determine the group’s awareness level. These can be categorized into three:

  • Top of the Funnel (TOFU) for audiences who are not yet aware of the brand.
  • Middle of Funnel (MOFU) for audiences who know the brand but need more information.
  • Bottom of the Funnel (BOFU) for audiences who already know the brand well and are ready to make a purchase.

From these three groups, brands and businesses can set the right goals according to the segmentation of the target audiences. 

Account-Based Custom Audiences

These high-value audiences are those who have engaged in a brand’s IG post, sent a message through Instagram Direct, or visited a brand’s profile on Instagram. Account-based custom audiences who engage on a brand’s IG post can be a good target for booking a demo ad. An account-based custom audience who sent a message through Instagram Direct can be a good target for brand awareness campaigns. While account-based custom audiences who visited a brand’s profile on Instagram can be a good target for conversion ads.

Events-Based Custom Audiences

Online events have boomed since the outbreak of COVID-19. Brands and businesses commonly host product launches and promotions through live broadcasts and virtual presentations. From the participants of these online events, you can build high-value audiences that can be targeted for conversion and engagement. These prospects have higher buying intent and can increase conversion. They can also offer a lot of values among brands and businesses like loyalty and recommendations.

Lead Form-Based Custom Audiences

These high-value audiences include people who subscribe to a marketing newsletter or updates. Brands can extract the said list and integrate them on an Instagram retargeting list. Through a “Consideration” objective, brands can start messaging these prospects via email, Instagram Direct, or phone to boost brand awareness.

Lookalike Audiences

This group is people who match a brand’s target persona. Brands can tap into the power of lookalike audiences by going to the “Custom Audiences” tab when creating an ad and creating a lookalike audience group. These groups can be based on any of the brand’s existing customer groups. Advertising to Instagram’s lookalike audiences is a great way to increase brand reach and retargeting campaigns. 

Saved Audiences

Most social media brands saved a list of their customers and loyal followers. These are data coming from a previous conversion or purchase. Brands and businesses can use the persona of these customers to retarget them through demographics. These include age, gender, language, and location. They can also be retargeted based on their interests, online behaviors, professional associations, etc. Saved audiences are the perfect group to achieve any goal of a brand via Instagram but can be high-value audiences on reach campaigns

Video-Based Custom Audiences

According to a video marketing agency Hong Kong, even though Instagram is popular as a photo-sharing app, it is also one of the top 3 social media platforms for video marketing. Instagram’s video-based custom audiences are very extensive. Those who have watched at least 25% of an Instagram video can be a good target for informational blog posts. Those who have watched at least 50% of an Instagram video can be paired with ads aiming to boost conversion and website traffic. 

Website Visitor-Based Custom Audiences

Brands and businesses can also leverage their website data to boost the success of Instagram ads. By offering small value to your website visitors via engaging Instagram content, you can turn them into high-value audiences through Instagram blog links, events, and specific offerings. 


Instagram offers a lot of ways for brands to expand and segment their audiences based on a brand’s marketing goal. The rule of thumb is for a brand to create the right buying persona for its Instagram ads and campaigns. By using Instagram insights from your previous ads and campaign, you can create high-value audiences that can boost awareness, consideration, conversion, engagement, and traffic. 


Facebook Ad Review

Facebook Ad Review

Facebook is the king of social media. There is no doubt about it. With 2.85 million monthly active users, the platform is the top target among brands and businesses. Yet for most social media marketers, creating a Facebook ad is somewhat a big challenge. Some may say that the process of approval takes quite so long, while others wonder why their ads are rejected. To give an overview of how to promote products and services on the platform, here’s a comprehensive Facebook ad review. 


A social media agency Hong Kong defines Facebook Ads as paid content that promotes a brand, product, or service on the platform. They appear on Facebook, Instagram, Messenger, and Audience Network. They can be seen on Facebook and Instagram user’s home feeds, news feeds, and profile tabs. The ads that appear on a Facebook profile are based on the user’s interests, preferences, and usage. Yet, Facebook assures its users that they don’t sell their private information to advertisers. There are different types of Facebook ad formats. These are the following:

Image Ads allow the promotion of products and services using an optional footer and single photo. Facebook recommends using a JPG or PNG image file with a ratio of 1.91:1 to 1:1 and a resolution of 1080 x 1080 pixels. Alternatively, you can also upload images using the following file formats: BMP, DIB, HEIC, HEIF, IFF, JFIF, JP2, JPE, JPEG, PSD, TIF, TIFF, WBMP, WEBP, and XBM.

Video Ads allow the promotion of products and services using eye-catching movements in the form of a video. Facebook recommends keeping your videos at a length of 15 seconds or less. Although Audience Network and Instagram Feed allow videos with a length of up to 120 seconds. Facebook Feed, Marketplace, and Messenger Home support allow videos with a length of up to 240 minutes. A video marketing agency Hong Kong notes that live streaming and stories are effective video formats for Facebook video ads.

Carousel Ads allow showcasing 2 to 10 images or videos in a single ad with each image having its own call to actions (CTA), headline, and link. Facebook users can click the arrow or swipe the screen to view Carousel Ads.

Collection Ads allow showcasing multiple images and videos of products and services. Facebook shoppers can browse, discover, and purchase a product or service using their mobile devices. They open as Instant Experience Ads on mobile phones. 

Instant Experience Ads are collection ads opened using mobile phones. They open as a full-screen visual of brands, products, and services.


For a digital marketing speaker Hong Kong, Facebook’s Ad review process is a common interest for brands and businesses alike. To better understand them, here’s how the process is implemented.

Facebook Ad reviews are made before all ads go live on the platform. The system relies on automation to apply Facebook’s advertising policies and community standards to the millions of ads run across Facebook’s family of apps. At some point, manual reviews are made to build and train Facebook’s ad automation technology.  The most commonly prohibited Facebook ads are the following:

  • Adult dating services, dirty magazines, or sex toys
  • Ammunition, explosives, and weapons
  • Cryptocurrency
  • Illegal drugs or drug-related products
  • Surveillance equipment like mobile phone trackers, spy cams, etc.
  • Unsafe supplements

In general, Facebook does not tolerate harmful, inaccurate, and illegal content. 

Facebook Ad review is typically completed 24 hours after a Facebook ad submission. Sometimes, the process may take longer as the ads need to be reviewed again. This can happen even if the Facebook Ad has already gone live. The results of the review dictate whether the Facebook Ad will be allowed to run or removed. An advertiser can still create a new Facebook Ad even if a previous ad is rejected. Or they can also revise the rejected Facebook Ad based on the feedback of the platform’s review. Unlike the typical Facebook Ad review process using automation, any re-review will be handled by human reviewers for better assessment. 

Beyond Facebook’s ad review process, Facebook also conducts investigations on an advertiser’s behavior. These investigations include advertising policy violations, community standard violations, and the number of rejected ads. Advertisers who violate Facebook’s advertising policies and community standards may not be allowed to run Facebook Ads. Facebook users can also report Facebook Ads that they believe to have violated Facebook’s advertising policies and community standards. Such feedback is very important to Facebook’s smooth enforcement of the ad review process. Facebook also keeps an Ad Library that is accessible to the public. Here, people can search for active Facebook Ads based on categories, demographics, and topics. 


Facebook Ad Review covers all ads before they go live and uses various steps via a fully automated process, although manual reviewers may intervene to further enhance the automation and look over any re-review request. Facebook Ad Review typically takes 24 hours or longer. There is nothing a brand can do to employ a secret runaround or trick to facilitate faster review. The only key is to strictly adhere to Facebook’s advertising policies and community standards.


The Power of Social Media Marketing in Hong Kong

Social media is one of the most effective ways to reach out to and connect with people. Major social platforms like Facebook, Instagram, Twitter, and LinkedIn are used by billions of individuals across the globe, and countless brands and businesses use social media to showcase their products and services. 

Today, both social media and digital marketing are prevalent all throughout Hong Kong. This article will be discussing the impact of social media marketing, how to check the pulse of your Hong Kong audience, and how to establish a solid social media marketing plan.

Global Social Media Statistics

53.6%, or 4.66 billion people, of the world’s overall population uses social media and has a profile on at least one social media platform. This represents over half of the global population, and this number is only expected to grow in the coming years. In fact, in the last 12 months alone, social media platforms saw an increase of 316 million new users. This is due in part to the coronavirus pandemic, as people saw social media as a way to receive news and connect with their friends and family. 

The average person is on social media for roughly 2 hours and 25 minutes each day, and at any given time they’re on a social media platform, they can come into contact with a brand or a business.

Social Media Statistics in Hong Kong

A huge percentage of the population in Hong Kong are on social media. In January 2021, an estimate of 6.44 million individuals were noted to be using at least one social media platform, and this figure accounts for roughly 85.6% of the country’s population. Social media users across Hong Kong have increased by 110,000 or 1.7%, between 2021 and 2021.

With those figures, it is no surprise that many brands and businesses have been using social media to connect with their customers and reach out to potential clients. Social media is an astonishing space – one post has the potential to be seen by thousands, in some cases, even millions of people, in a short period of time. 

Knowing Hong Kong’s Culture When Planning Out Social Media Campaigns

Hong Kong is known as a cultural melting pot. The city is densely populated, and it has people from all walks of life living in it. The key languages in Hong Kong are Chinese and English, and both are widely spoken and used in Hong Kongers’ daily lives. Local social media marketers should take this into consideration when planning out social media campaigns to ensure maximum reach and resonance. 

Because of the variety of cultures, it is crucial to get the pulse of audiences across Hong Kong. Ensure that social media marketing campaigns have content in different mediums and different languages, namely, English, Mandarin, and Cantonese.

How to Implement a Strong Social Media Marketing Strategy

You can either do your marketing in-house, or you can branch out and work with a skilled and reputable social media marketing agency. By working with a social media marketing agency, you will have access to all the best marketing strategies for your brand, establish your brand identity, and develop your online presence.

Working with a social media marketing agency comes with a ton of benefits, and they can certainly save you a lot of time and effort that you can use for other areas of your business. 

Working With a Social Media Marketing Agency in Hong Kong

To fully enjoy the benefits of social media and a strong social media marketing strategy, consider hiring a social media marketing agency in Hong Kong. Hong Kong marketers are well-versed in producing successful and efficient social media campaigns, and they have their fingers on the pulse of Hong Kongers. This means they know what they want and need, and they know how to connect, resonate, and reach out to people from all walks of life to create social campaigns that make consumers remember your brand. 

With the social media savvy of a Hong Kong digital marketing agency, you are assured that you are getting expert advice from professionals who have spent years honing their craft. They can make your brand stand out from the rest, and you can expand your market. Additionally, you get to boost your revenue.

Working with an agency is also beneficial because you get to choose who runs your marketing campaign. You can foster a strong, long-lasting business relationship where all your needs are met. You can also be assured of consistency and quality because they will offer you the best possible service.

Discover the unparalleled power of social media for your brand, and watch your social media marketing efforts fly. Unleash your brand’s potential with a social media marketing agency in Hong Kong.