What is Explore page?

The Explore page is a section of Instagram that shows each user a personalized mix of photos, videos and Reels from accounts they do not already follow.

Appearing on Explore can introduce your account to many new people who are likely to be interested in your content. Because it is built around discovery, it is one of the main ways small accounts on Instagram find new followers without paying for ads.

Instagram decides what to show on Explore based on each person's activity, such as the posts they like, save, comment on and watch. Content that is getting strong engagement and suits a viewer's interests is more likely to appear. Users can also search topics and hashtags from Explore. Instagram adjusts how Explore works over time.

There is no guaranteed way to get on Explore, but you can improve your chances by creating high-quality, original content in a clear niche. Use relevant keywords in captions, add a few useful hashtags, and post formats people engage with, such as Reels and carousels.

Example

A vintage furniture seller's Reel showing a chair restoration lands on the Explore page, bringing in new followers interested in home decor.