The more opportunities on Instagram the more questions. The service team is constantly improving applications adding all new functions: publishing various photo and video format Stories plus special features for business account owners. We found out what questions about Instagram and a business account people most often ask in search engines. We give the answers in this article and along the way we figure out why and how to use the business account for the online store. Instagram uses machine learning to remember and analyze the user's actions and then form an individual output for him in the feed. Thus, even if two users are subscribed to the same accounts, each will have its own feed - depending on the interaction of each user with the application. Instagram predicts a user's interest in a particular publication based on past behavior. Publications similar to those already liked by the user are more likely to appear in the feed. How to use it: analyze the statistics of views of your publications to find out which content your subscribers like more.