Let’s be real for a second—figuring out how Instagram works can feel like trying to decode a secret language.

One minute your post is soaring with likes, and the next it’s like you dropped it into a digital black hole. (Cue the awkward tumbleweed roll through your feed.)

If you’ve ever screamed into the void, “How does Instagram even WORK?!” — same. I’ve been there, questioning my entire existence while refreshing my insights page like it owes me money.

So today, I’m breaking it all down. No fluff, no confusing tech-speak. Just real talk, helpful tips, and a side of colorful visuals because... well, that’s kind of my thing.

Instagram Canva Template of tablet pills rolling down a slope with editable text. Designed by Shamblen Studios. — *☝️ Grab this template* *here*.

So... how does Instagram work?

At its core, Instagram is basically a giant algorithm-powered popularity contest. But don’t let that intimidate you. It’s not about being famous — it’s about being relevant, consistent, and scroll-stopping.

Here’s what the Instagram algorithm really wants from you:

Content that keeps people engaged (likes, comments, saves, shares = gold)
Consistency — posting regularly without ghosting your audience
High-quality visuals that grab attention before someone scrolls by
Authenticity (yep, the internet can actually smell fake)

Basically, Instagram is your high school yearbook committee: they want you to be interesting, involved, and easy on the eyes.

Think of it this way: Instagram is a business. The Meta-gods make money through ads. The longer people scroll on social media, the more ads they can show, and therefore the more money they make. AKA… keep people on the platform as long as possible. And that’s exactly what your content should do. It’s ugly, but it’s the truth.

But what if you don’t have hours to curate a perfect feed?

Look, I get it. You’re running a small business, juggling a million tasks, and trying to remember if you actually responded to that customer email or just thought about it in the shower.

That’s exactly why I created my photo-based Canva templates. I wanted something that would make showing up on Instagram easy—without having to hire a designer or shoot a full-blown campaign every week.

You just pop your content into a drag-and-drop template, swap in your brand colors, and boom: pro-level visuals in under 10 minutes. Your audience thinks you’ve got a whole team. (But guess what: it’s just you and iced coffee.)

Editorial style Social Media template of slices of pizza with the middle sliced with flowers. Designed by Shamblen Studios. — *☝️ Grab this template* *here*.

Quick stat break 👇

Did you know that people remember 65% of visual content even three days later—but only 10% of written content?

That’s a big deal when you’re trying to stay top-of-mind with your audience. Eye-catching visuals = better brand recall = more clicks, likes, and conversions.

So yes, the algorithm matters… but so does how your content looks.

The Instagram Formula I Swear By

This isn’t an official rulebook (Instagram changes faster than a toddler’s mood), but it’s the formula I follow:

1. Hook 'em with a strong visual

You’ve got half a second to stop the scroll. Use bold, colorful images or text graphics that pop — especially for carousels or tips.

2. Say something that matters

Your captions don’t have to be deep, but they do need to connect. Tell a story, share a quick tip, or ask a fun question. You’re talking to humans, not robots.

3. Mix it up

Reels, carousels, static posts, Stories — Instagram rewards variety. Plus, different formats help you reach different types of people.

4. Keep showing up

Even if your last post tanked, the next one could soar. The more consistently you show up, the better the algorithm treats you.

Social Media template of a hand lifting a serving tray with Instagram formula tips on the paper inside the tray. Designed by Shamblen Studios. — *☝️ Grab this template* *here*.

But wait — what if your visuals aren’t quite “scroll-stopping”?

You are not alone! It’s hard to keep up with the ever-spinning wheel that is creating marketing content.

I once posted a photo of a pink donut and a planner thinking it was the cutest flat lay ever. Turns out… it looked like I was trying to schedule a dentist appointment with sprinkles.

The moral of the story? Pretty photos don’t always equal brand-ready content. That’s why I made sure every one of my templates is designed with real business goals in mind. Whether you’re launching a product, sharing a tip, or just trying to look like you’ve got it together — these are made to help you get noticed (without needing a design degree).

TL;DR: How Instagram Works in 2025

It’s powered by an algorithm, but engagement and consistency are your best friends.
Visuals are everything — seriously, don’t sleep on the power of good design and photography.
You don’t have to do it all yourself (I promise).

So if you’re feeling stuck, overwhelmed, or like your Instagram feed is a bit of a hot mess, take a deep breath. You’ve got this — and I’ve got you covered with customizable, done-for-you templates that make marketing your biz way easier (and cuter, let’s be honest).

👉 Ready to ditch the guesswork and start creating content that works? Browse my shop here — your future self (and your feed) will thank you.

How Instagram Works (Spoiler: It’s Not Magic, It’s Strategy)