How to Get on the Explore Page (2026 Algorithm Guide)

The Explore page is Instagram's most powerful discovery surface—it's where non-followers find you. But getting there in 2026 is fundamentally different than it was even a year ago. The old tactics (hashtag optimization, engagement pods, posting at "optimal times") have been replaced by a system that's obsessed with one thing: keeping users on the platform longer.

This guide breaks down exactly how the Explore algorithm selects content, what signals actually matter, and the concrete tactics that get accounts onto Explore consistently.

How Explore Works: The Two-Stage Process

Instagram's Explore algorithm operates in two distinct phases:

Stage 1: Candidate Pool Generation

Instagram's AI systems constantly analyze your engagement history to build a model of what you might like. When you open Explore, the algorithm:

• Identifies topics and creators similar to those you've engaged with
• Finds content that's performing well within those topic clusters
• Assembles a candidate pool of 500-1000+ posts that might interest you

What this means for creators: Your content needs to be clearly categorized into a topic for Instagram to know which audiences to show it to. Niche down rather than going broad.

Stage 2: Ranking and Display

From the candidate pool, Instagram ranks content based on predicted engagement. The algorithm asks: "How likely is this specific user to engage with this specific piece of content?"

Top-ranked content appears first in Explore. Content that performs well with initial viewers gets shown to more people. Content that underperforms gets dropped from the pool.

The 6 Ranking Signals for Explore

1. Watch Time (Highest Weight)

For video content (Reels, video posts), watch time is the most important signal. Instagram measures:

• Average watch percentage – What portion of your video do viewers watch?
• Replay rate – Do viewers watch again?
• Loop completion – For short Reels, how many full loops?

Target benchmark: 60%+ completion rate for Explore consideration. 80%+ for strong distribution.

2. Saves

Saves indicate that content has lasting value. High save rates signal to Instagram that content is worth recommending because users want to reference it later.

What drives saves: Educational content, tutorials, checklists, actionable tips, reference material, inspirational quotes, recipes, how-tos.

3. Shares (Especially DM Shares)

When someone shares your content—particularly via DM—it's the strongest signal that your content is worth spreading. Instagram tracks:

• Share to Story
• Share to DM (highest weight)
• Share to other platforms (via share sheet)

4. Engagement Velocity

How quickly your content gains engagement in the first 30-60 minutes heavily influences Explore distribution. Fast early engagement signals that content is resonating.

Implication: Post when your audience is most active to maximize initial velocity.

5. Topic Relevance

Instagram's AI categorizes your content based on:

• Visual elements (what's shown in the image/video)
• Audio (music, speech, keywords)
• Text (captions, on-screen text, alt text)
• Hashtags (minimal impact but helps categorization)
• Your account's established topic history

Content that clearly fits a topic gets distributed to audiences interested in that topic. Ambiguous content struggles.

6. Creator Authority

Your account's history affects Explore eligibility:

• Posting consistency (regular activity signals active creator)
• Past Explore performance (success breeds more distribution)
• Account age and health (no restrictions or violations)
• Follower engagement rate (engaged audience signals quality)

Content Types That Win on Explore

Reels (Dominant)

Reels receive preferential treatment on Explore. In 2026, approximately 60-70% of Explore content is Reels. Short-form video that hooks immediately and delivers value quickly wins.

Best performing: 7-15 second Reels with high completion rates, or 30-60 second Reels with strong retention through storytelling.

Carousels (Strong Performer)

Carousels that encourage swiping generate strong signals. Each swipe increases time-on-content, which the algorithm rewards.

Best performing: 5-10 slides with a hook on slide 1, value in middle slides, CTA on final slide.

Static Images (Limited)

Single images rarely perform on Explore unless they're exceptionally shareable or save-worthy. The lack of engagement depth (no swiping, no watch time) limits algorithmic favor.

The Explore Optimization Playbook

1. Hook in the First Second

Explore users scroll fast. You have less than 1 second to stop the scroll:

• Movement immediately (no static opening frames)
• Visual surprise or curiosity gap
• Text overlay that creates urgency
• Direct eye contact or close-up face

2. Optimize for Completion, Not Length

A 10-second Reel with 90% completion outperforms a 60-second Reel with 30% completion. Only make content as long as you can keep viewers engaged.

Test approach: Start with shorter content (7-15 seconds). Only extend length when your completion rates support it.

3. Design for Saves and Shares

Create content that viewers want to reference later or share with friends:

• Educational content: "How to do X in 3 steps"
• Relatable content: "Tag someone who does this"
• Useful content: Templates, checklists, frameworks
• Emotional content: Inspiration, motivation, humor

4. Establish Clear Topic Authority

Instagram needs to know what your account is "about" to distribute your content effectively:

• Post consistently within your niche
• Use on-screen text with relevant keywords
• Write captions that include topic-related terms
• Engage with other accounts in your space

Jumping between unrelated topics confuses the algorithm and reduces Explore eligibility.

5. Maximize Initial Engagement Velocity

The first hour after posting is critical:

• Post when your audience is most active (check Insights)
• Engage with your community before posting to "warm up"
• Respond to comments immediately after posting
• Share to Stories to notify followers

6. Maintain Consistency

Explore favors accounts that demonstrate consistent activity:

• Post at least 3-4 times per week minimum
• Avoid gaps longer than 5-7 days
• Maintain regular posting schedule (same days/times when possible)

Common Explore Killers

Inconsistent Posting

Posting 10 times in one week then disappearing for two weeks destroys your Explore momentum. The algorithm rewards steady, predictable activity.

Off-Topic Content

If you're a fitness account that suddenly posts about crypto, Instagram doesn't know which audience to show it to. Stay in your lane or create separate accounts for different topics.

Low-Quality Hooks

Slow intros, title cards, or "hey guys" openings cause immediate scroll-past behavior. This tanks your completion rate before the content even starts.

Watermarked Content

TikTok logos or other app watermarks signal repurposed content. Instagram actively suppresses this in favor of original content.

Engagement Bait

"Like if you agree" or "Comment YES" captions are penalized. Instagram's systems detect these patterns and reduce distribution.

Shadowban Triggers

Any account restrictions immediately remove you from Explore. Check Account Status regularly and avoid policy violations. See our complete shadowban guide for detection and recovery.

Tracking Your Explore Performance

Monitor these metrics weekly:

• Reach from Explore – In Insights, check what percentage of reach comes from Explore
• Non-follower reach – Should be 30-50%+ for content hitting Explore
• Completion rate – For Reels, track average watch percentage
• Saves per reach – Higher save rates correlate with Explore distribution
• Profile visits from Explore – Indicates your content drives interest

The Explore Flywheel

Once you start hitting Explore consistently, it becomes a self-reinforcing cycle:

1. Content reaches Explore → more views from non-followers
2. More views → more potential engagement
3. Higher engagement → algorithm confidence increases
4. Higher confidence → more future content reaches Explore

The hardest part is breaking in initially. Once you're in the flywheel, maintaining it becomes easier—as long as you stay consistent.

The Bottom Line

Getting on Explore in 2026 is about creating content that keeps people watching and drives saves and shares. The algorithm doesn't care about your follower count, your posting schedule hacks, or your hashtag strategy. It cares about whether your content makes people stay on Instagram longer.

Focus on strong hooks, high completion rates, and content worth saving or sharing. Establish clear topic authority so Instagram knows who to show your content to. And stay consistent—the algorithm rewards creators who show up regularly.

Want to know where your Explore performance stands? Run a free audit and we'll break down your content signals.