Life

Joana Jamil, Strategic Partner Manager, Global Partnerships – META, on how the Instagram algorithm changes when you travel.

Talk us through your background.

I was born to Syrian parents and spent my childhood between Aleppo and Moscow in Russia. This unique upbringing gave me a deep appreciation for Middle Eastern culture and exposed me to European influences. As I grew older, I
moved to Dubai, where I’ve been living for over a decade. The city’s diverse cultural landscape has added to my background, shaping who I am today.

Does Instagram/Facebook actually know when you’re travelling? How does the algorithm detect location changes?

Yes, Instagram and Facebook can detect when you’re travelling. They use various signals such as IP addresses, location tags, and check-ins to infer your location. This information helps them tailor content and ads to your current location.

When a user travels, how does their feed and explore page begin to shift? Is it purely location-driven or are there other signals involved?

When a user travels, their feed and explore page on platforms like Instagram and Facebook begin to shift based on a combination of location-driven data and other signals. The platform uses geolocation, location tags, and check-ins to determine the user’s current location. Additionally, it analyses user behaviour, browsing history, and search queries to understand preferences and interests. As the user interacts with the platform, the feed and explore page are updated in real time to display content that is relevant to their location and interests. The platform continuously learns from user behaviour to enhance personalisation, making the content more engaging and relevant.

How much do local trends or regional hashtags influence what shows up on a travelling user’s feed?

Local trends and regional hashtags can influence what shows up on a travelling user’s feed, but they’re not
the only factors at play. When I’m travelling, I might see content from local influencers or businesses that are popular in that region, especially if I’ve interacted with similar content before. I’d say that local trends and regional hashtags can account for around 20-30 percent of the content I see on my feed when I’m travelling. However, other factors like my user behaviour, interests, and interactions also play a big role in determining what appears on my feed. It’s all about finding that balance between showing me content that’s relevant to my location and interests, while also keeping my feed fresh and engaging.

From your personal experience at META, what’s one travel destination where you noticed your own feed completely change in a way that surprised you?

From my personal experience at META, I haven’t noticed any dramatic changes in my feed when travelling. My feed consistently reflects my interests, but it does adapt based on my searches and interactions, especially when it comes to food and restaurants. As a big foodie, I love exploring new places to eat in the countries I visit, and my feed often highlights local culinary spots that align with my interests.

What role does search behaviour while travelling play?

Search behaviour while travelling plays a significant role in shaping the feed. For example, when you search for local restaurants, attractions, or activities, your feed adapts to show you more relevant content from those places, helping you discover new experiences and making travels even more enjoyable.

When a user travels, how does their feed and explore page begin to shift? Is it purely location-driven or are there other signals involved?

When a user travels, their feed and explore page begin to shift based on a combination of location-driven signals and other factors. While location plays a role, it’s not the only factor–interactions, searches, and interests also influence what you see on your feed and explore page.

This is The Summer Escape Issue – where do you plan on travelling to this Summer?

I’m looking forward to escaping to the South of France, my all-time favorite destination, with my loved ones this summer. It’s a chance to unwind and recharge before the September rush.

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