How The Instagram Algorithm Works And Strategies in 2025

In 2025, understanding the Instagram algorithm is no longer optional, it’s a mission-critical skill for businesses and marketers looking to grow on Instagram. With over 3 billion monthly active users on the platform Instagram offers massive reach , but only if you know how to make the algorithm work in your favor.

The algorithm determines which posts get seen, which go viral, and ultimately how successful your Instagram marketing efforts will be. Staying on top of the latest algorithm changes is crucial for brands to remain visible in crowded feeds and to grow your Instagram account effectively.

Instagram’s algorithm has evolved significantly, incorporating new AI-driven personalization and placing greater emphasis on authentic engagement and video content. For marketers and businesses, this means that old tricks and generic content won’t cut it. Instead, you’ll need to leverage the latest updates, from Reels to advanced Instagram SEO, to grow followers on Instagram organically

We’re going to fully break down how the Instagram algorithm works in 2025 and share actionable strategies to boost your reach, engagement, and follower growth. By the end of this article, you’ll have a clear roadmap to winning the Instagram game in 2025 (and beyond)

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How the Instagram Algorithm Works in 2025

Instagram doesn’t use a single algorithm, but rather a collection of algorithms and ranking signals tailored to different parts of the app. The overarching goal of these algorithms is to personalize each user’s experience and keep them engaged with content they find relevant​.

In 2025, the algorithm evaluates several key factors to decide which posts you see (or don’t see) on your Feed, Explore page, Stories, and Reels. Here are the major ranking factors that drive Instagram’s algorithm in 2025:

#1. Engagement Signals

User interactions like likes, comments, shares (sends), saves, and profile clicks are perhaps the strongest signals. Content that quickly accumulates a lot of engagement is deemed interesting and is more likely to be shown widely.

Notably, Instagram’s head Adam Mosseri has revealed that “the top three signals that matter most for ranking are watch time, likes and sends.” In other words, how long people spend on your content (especially video content watch time), how many like it, and how often they share it via DMs are key metrics for visibility.

Comments still matter, but in 2025 they’re considered a secondary factor, partly because lengthy comment threads tend to correlate with longer watch time on a post​.

#2. Relevance & Interest

Instagram tries to predict how relevant a post is to each user based on past behavior. If a user often engages with a certain topic or format, the algorithm will show them more of that.

For example, if you often like fitness videos, you’ll see more fitness-related content. This personalization is powered by machine learning and AI that matches content to user interests, even identifying niche content you might enjoy.

#3. Relationship & Interaction History

Content from accounts you frequently interact with is prioritized on your Feed and Stories. Instagram gauges your “relationship” with an account by measuring interactions, if you regularly like or comment on a certain account’s posts, watch their Stories, exchange DMs, or are tagged together,

Instagram assumes you’re close and shows you more of their content. For businesses, this underscores the importance of building community and rapport with your followers.

#4. Content Type Preferences

The algorithm also learns which format each user engages with most, whether it’s short videos (Reels), carousels, static images, or Stories. In 2025, if a user tends to watch a lot of Reels, Instagram will naturally feed them more Reels.

Similarly, if carousels consistently grab a user’s attention, the algorithm takes note. This means brands should diversify content formats but also tailor content to what their target audience enjoys.

#5. Recency (Timeliness)

Freshness still counts. Newer posts are generally favored to keep content timely.The Feed in 2025 isn’t strictly chronological, but given two equally relevant posts, the newer one is likely to appear first.

Regular posting is beneficial because it increases your chances of having “fresh” content in the mix when your followers are scrolling.

#6. Content Quality & Originality

Instagram has publicly stated it rewards original, high-quality content over low-effort or duplicate posts. In fact, a 2024 update explicitly boosts unique content and may down-rank content that is reposted without added value​.

If you simply reshare memes or other people’s videos too often, the algorithm will likely give your account less visibility. Authenticity is key, content that is genuinely useful, entertaining, or inspiring to your audience tends to perform best.

How The Algorithm Applies These Factors Across Different Sections of Instagram

Now, let’s break down how the algorithm applies these factors across different sections of Instagram:

Feed Algorithm (Home Feed)

Your main feed is primarily composed of posts from accounts you follow, mixed with some suggested posts. The feed algorithm ranks posts by estimating:

1) your likelihood of interacting (will you likely like, comment, or spend time on this post?), 2) relevancy to your interests, and 3) recency of the post

For followed accounts, prior engagement is critical, posts from your friends, family, or favorite brands (whom you often engage with) will appear higher. Instagram also sneaks in “suggested posts” from accounts you don’t follow, which are chosen based on topics and formats you’ve shown interest in.

For example, if you often save cooking videos, you might see a suggested post from a new food blogger. The feed algorithm in 2025 is all about balancing content from people you know with new content you might love.

As a marketer, getting your posts to rank in followers’ feeds means generating strong engagement signals early (to show the algorithm your post is interesting) and posting when your audience is online for timely interactions.

Stories Algorithm

Instagram Stories are primarily from accounts you follow, since Stories from strangers don’t generally appear unless via ads or Explore. The Stories algorithm prioritizes accounts with which a user has the closest relationships and highest engagement. If you always watch a certain account’s Stories or frequently reply to them, their Stories will be front and center on your bar.

Key signals for Stories ranking include relationship strength, story engagement (replies, emoji reactions, story likes), and completion rate – e.g. if you consistently watch someone’s Stories all the way through, Instagram infers you enjoy them and will show them first.

Also, the type of content matters: video stories and interactive Stories (with polls, quizzes, etc.) can boost engagement, which in turn can boost their ranking. For business accounts, using these interactive stickers on your story is a great way to increase story engagement and ensure your stories appear at the top of your followers’ feeds.

Explore Page Algorithm

The Explore page (accessible via the magnifying glass icon) is Instagram’s discovery engine. It shows content from across Instagram that you don’t already follow, tailored to your interests. The Explore algorithm analyzes what you’ve liked, saved, shared, and even hovered over, to serve up a grid of posts and videos it thinks you’ll find fascinating.

In 2025, The Explore page heavily features Reels and top-performing posts related to trending topics or your personal interests. Key factors here include: interest similarity (if you liked 10 posts about digital marketing, Explore will show you more marketing content), engagement popularity (posts that lots of people are engaging with, indicating quality or trendiness, often get pushed on Explore), and visual analysis (Instagram’s AI can recognize the content of images/videos to some extent – e.g. lots of hiking photos if you engage with outdoor content).

Getting on the Explore page can be a game-changer for growing your audience, because it exposes you to non-followers. Content that drives strong engagement from your existing audience (a high like rate, many saves/shares) has a higher chance to be picked up by Explore.

Also, using relevant hashtags or keywords can help categorize your post so that it surfaces on Explore or hashtag results for interested users. We’ll talk about hashtags in a later section.

Reels Algorithm

Reels (Instagram’s short-form videos) have their own algorithmic considerations. Reels are shown in the dedicated Reels feed (the Reels tab) and also intermingled in Explore and sometimes the main feed.

In 2025, Instagram is continuing to heavily promote Reels to compete with TikTok, so the Reels algorithm is one of the most influential for reach. The algorithm for Reels focuses on entertainment value and watch time. It shows users Reels similar to ones they’ve watched to completion or re-watched.

Key signals include total watch time and completion rate (did the user watch the Reel all the way through or bail early?), replays (did they watch it again?), and engagements (likes, comments, shares on that Reel)​. Trending audio or effects also get a boost, if your Reel uses a song or trend that’s currently hot, it’s more likely to be recommended to others

Uniquely, Reels can reach a vast audience of non-followers, Instagram even launched a “Trial Reels” feature that tests showing your Reel to a small sample of non-followers to gauge its viral potential.

For marketers, creating engaging Reels with strong hook points (to maximize watch time) and using popular audio (when relevant to your brand) can greatly amplify your reach. The Reels algorithm rewards content that people find fun, inspiring, or worth sharing, the kind of video someone might DM to a friend.

Instagram’s algorithms in 2025 prioritizes content that users engage with and care about most. Engagement is king, but not all engagement is equal. Quality interactions (like shares, DMs, meaningful comments, or long view durations) weigh more than passive metrics.

Personalization means each user’s Instagram experience is unique, as a business, your task is to send the right positive signals (via great content and strategic actions) so that the algorithm connects your posts with the right audience.

Major Updates to the Instagram Algorithm in 2025

The Instagram algorithm is always shifting, but 2025 has brought several notable updates that businesses and marketers should take note of:

#1. AI-Driven Personalization

Instagram is leveraging more advanced AI to fine-tune what content to show each user. The algorithm has gotten better at predicting niche interests. For example, if someone shows a penchant for eco-friendly fashion posts, the AI might start surfacing very specific sustainable fashion content.

This AI-driven approach means your content can find its ideal audience more effectively, but also that you need to clearly signal what your content is about. One way Instagram does this is through improved image recognition and context analysis.

Another is through keywords (more on Instagram SEO later). The takeaway: make sure your content (caption, hashtags, alt text) accurately reflects your topic or niche so the AI can match it to interested users

#2. Video Content Emphasis (Reels and Stories)

Continuing the trend from previous years, Instagram in 2025 gives even more weight to video. Reels especially are a centerpiece of growth on Instagram. The platform openly encourages creators to post Reels, and the algorithm often gives Reels a boost in visibility relative to photos.

Instagram Stories, while only shown to followers, have also gained more interactive features (quizzes, polls, “Add Yours” stickers) to keep people engaged. The result: accounts that frequently post engaging videos (and use new video features) tend to have more reach.

If you’ve been camera-shy, 2025 is the year to step out of your comfort zone! Brands should incorporate short-form videos into their content strategy to stay competitive. Even simple behind-the-scenes clips, how-to demos, or dynamic product showcases can outperform static images in engagement.

#3. Authentic Engagement Over Clickbait

Instagram has tightened enforcement against artificial or spammy engagement tactics. So-called “engagement bait” – e.g. posts that beg for likes and comments or misleadingly tease users, are increasingly recognized and devalued by the algorithm​.

Also, while Instagram still denies the existence of a “shadowban,” it does limit the reach of content or accounts that violate guidelines or attempt to game the system. Notably, pods (groups that exchange likes/comments) and buying fake followers can do more harm than good. Instagram’s algorithms can flag “unnatural” patterns of engagement, leading to reduced overall visibility.

In 2025, the algorithm favors authentic engagement, meaning real interactions from genuinely interested users. For businesses, this underscores the importance of building a real community. Posts that spark genuine conversation or inspire users to share with friends will be rewarded, whereas shallow bait (“Like if you love coffee!!!”) might be quietly demoted.

#4. Original Content Rewarded

An important update in late 2024 (carrying into 2025) is Instagram’s push for original content. Instagram stated that reposted content (especially content recycled from other platforms or other users without unique input) will see lower visibility. They even added subtle labels on shared/reposted content to attribute the original creator.

If a brand page is just aggregating memes or other people’s videos, those posts will not perform as well as original content created by the brand. This doesn’t mean you can’t ever repost or curate content, but if you do, add your own spin or commentary to make it worthwhile.

The algorithm now can effectively differentiate original vs. duplicate content, and it praises unique, creative content.

#5. Introduction of Algorithm Reset Feature

Instagram has introduced a new user-side feature called “Reset Suggested Content.” This allows users to essentially wipe their content recommendation slate clean and have the algorithm relearn their preferences from scratch​.

While this feature is something users manually invoke (e.g. if their Explore page got stale or weirdly skewed), it has implications for marketers. It means that at any given time, a portion of users might be in a fresh discovery phase after a reset, making them more likely to see new content they hadn’t engaged with before.

If your target audience uses this, it could open opportunities for your content to reach them anew. In general, this change highlights Instagram’s effort to keep content recommendations fresh and relevant, giving users more control.

As a brand, it reinforces the need to constantly produce high-quality content – because if someone resets, you want your content to be the kind that Instagram’s algorithm quickly picks up for them due to strong quality signals (rather than being filtered out).

#6. Evolving Instagram Search (SEO) Changes

Although not exactly the feed algorithm, Instagram’s search function has improved in 2025, and this affects how people discover accounts. Users can now search by keywords (not just hashtags or account names) to find content in captions, bios, and even on-screen text in Reels.

Instagram’s search AI has become more semantic. For example, a user could search “best coffee shops in Tampa” in the Instagram app and might see posts or Reels about Tampa cafes even if they didn’t use those exact hashtags.

This means Instagram SEO is more important, optimizing your profile and posts for relevant keywords can increase your discoverability. If you’re a bakery, make sure your bio and captions include words like “bakery,” “fresh bread,” etc., so you appear in searches for those terms.

The major 2025 algorithm updates boil down to Instagram doubling down on personalization, video, authenticity, and better search/discovery tools. Brands that embrace these changes, using more video, fostering real engagement, creating original content, and optimizing for search, will ride the algorithm’s wave rather than fight against it.

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How to Grow on Instagram in 2025

With a solid understanding of how the algorithm works, let’s get into strategy. Growing on Instagram in 2025 means working with the algorithm to maximize your reach and engagement. Below are key strategies to optimize your content and profile for the algorithm:

Optimize Your Content for Engagement

Engagement is the currency of the Instagram algorithm. To grow, focus on content that naturally invites likes, shares, saves, and comments. This doesn’t mean you should use gimmicky engagement bait, but rather design your content to be engaging. Write compelling captions that prompt interaction, ask questions, encourage followers to share their thoughts or tag a friend who would enjoy the post.

Instagram has confirmed that posts with more comments and likes will rank higher in feeds. A simple call-to-action like “Double tap if you agree” or a question like “What’s your experience with this?” can spur people to respond. Also, consider carousel posts for educational or story content, carousels can generate multiple impressions per user (as people swipe) and often have higher engagement time, which the algorithm loves.

The key is to provide value in every post (be it entertainment, information, or inspiration) so that users want to engage. High engagement signals tell Instagram to show your posts to more people.

Leverage Reels and Video Content

As noted, video is heavily favored now. To grow, you should integrate Reels into your content mix. Aim to post Reels consistently. Many brands find success posting several Reels per week. Reels have a unique ability to go viral beyond your follower base due to the dedicated Reels feed and Explore distribution.

Hook the viewer in the first 1-2 seconds (with an intriguing question, a bold statement, or eye-catching motion) to improve watch time. Use trending music or sounds where appropriate, since the algorithm boosts Reels using popular audio.

Also, include text overlays or captions on Reels because many people watch with sound off, if they can still follow along, they’re more likely to watch fully.

Don’t neglect Instagram Stories either, while they mainly engage your existing followers, high engagement on Stories (like lots of poll votes or replies) can strengthen your relationship with followers, indirectly helping feed placement.

Use Hashtags and Keywords Wisely

Hashtags are not dead in 2025, they still play a role in categorizing your content and getting it in front of people searching or following those tags. However, the strategy is to focus on quality over quantity.

It’s often better to use a targeted set of highly 2-5 relevant hashtags than to stuff 30 generic tags. For example, if you run a vegan bakery, tags like #veganbaking #glutenfreetreats might connect you to your niche community better than #food or #yummy (which are oversaturated). Combining a few popular hashtags with a few niche ones is a good approach.

Also, consider using location hashtags or tags if relevant, such as #NYCbakery, since people often search by location. In addition to hashtags, integrate relevant keywords into your captions naturally. Instagram’s search can pick up caption keywords now. A caption that reads “Tips for marathon training and recovery 🏃‍♂️” will make that post more discoverable for someone searching “marathon training tips”.

Don’t forget about your bio either. Make sure your bio has keywords about what you do (e.g. “Travel Blogger” or “Digital Marketer”) because Instagram’s algorithm uses bio info to understand your account and recommend it to users with matching interests.

Consistency and Timing

Consistency is still key to growth. Regular posting keeps your audience engaged and signals to the algorithm that your account is active. Find a posting schedule you can sustain, whether that’s three times a week or daily.

The more you post (within reason), the more opportunities for reach you have​, but never at the expense of quality or your sanity. Consistency also applies to style and niche. Over time, being consistent in the type of content you deliver helps the algorithm understand what audience to recommend you to.

Timing matters as well, posting when your followers are active can help you garner engagement quickly after posting, which is beneficial for the algorithm. Use your Instagram Insights to see when your audience is most active, and schedule posts around those times.

Some studies suggest that within the first 30 minutes to an hour of posting is when early engagement can influence how broadly your post is shown. In 2025, there’s also talk of Instagram focusing more on “views” as a key metric​, so posting at times that maximize immediate views is wise.

Focus on Community Building

One often overlooked growth strategy is community engagement. The algorithm pays attention to how people interact with your account beyond just the like button. If lots of people are regularly DM’ing you from your Stories, or if your comment sections are active with conversations (and you reply to them), those are positive signals.

Encourage your audience to not only engage with you, but also to engage with each other. Perhaps start a challenge or a conversation in your post where followers share ideas or stories. The longer people spend interacting on your content (writing comments, reading threads), the stronger the signal to Instagram that your content is keeping users on the platform, which Instagram loves​.

Fostering a loyal community can also lead to more shares. If your followers deeply value your content, they’ll share it to their friends or story, which, as mentioned, is a top signal for reach. In short, building community = better engagement = algorithmic win.

By actively using these strategies, you’re aligning your content with what the Instagram algorithm looks to promote: engaging, relevant, and consistent posts that keep users happy. Next, we’ll get even more specific about growing followers organically and tactics especially useful for businesses and marketers.

How to Grow Followers on Instagram Organically

Organic growth is very achievable in 2025 if you combine great content with smart networking and discoverability tactics. Here are some effective methods to grow your Instagram followers organically:

#1. Engage with Your Target Community

Don’t just post and ghost. A big part of organic growth is proactive engagement. Identify accounts that have the kind of followers you want. For example, a competing brand, or a complementary business in your niche, or an industry influencer, and start interacting with their content.

Genuine comments (not spammy self-promo) on others’ posts can increase your visibility. Often, people who see your thoughtful comment will click your profile out of curiosity, potentially leading to a new follower. Engaging in your niche’s community (via comments, participating in IG Live sessions, or responding to questions in Stories) establishes your presence.

Similarly, respond to comments on your own posts and DMs promptly. When people see that an account is active and responsive, they’re more likely to follow. Instagram’s algorithm also notices when an account has a lot of two-way interactions, it could indirectly boost your content to those you interact with frequently, as it registers a relationship.

#2. Collaborations and Partnerships

Collaboration is one of the most powerful organic growth hacks on Instagram. In 2025, the Collab Post feature (which allows you to co-author a Feed post or Reel) is a must-use. When you collaborate with influencers or complementary brands, you tap into each other’s audiences.

For instance, if you partner with a like-minded brand for a giveaway or a joint live session, their followers get exposed to your account and vice versa. Collab posts literally show up as if posted by both accounts, and all the likes/comments are unified, boosting engagement.

This often leads the algorithm to push that post more, since it’s getting traction from two communities. Choose collaboration partners that have an engaged following and align with your brand values. Examples: a skincare brand collaborating with a beauty influencer on a Reel, a local cafe teaming up with a musician for an IG Live. Influencer takeovers are another form of collab. Let an influencer run your Stories for a day, which can attract their followers to your profile.

User-Generated Content (UGC) campaigns can also organically grow followers. Encourage your customers to post content featuring your product (perhaps using a branded hashtag), then reshare their best posts (with permission) on your profile. This not only provides social proof but also motivates their friends to follow you.

Collaboration in any form spreads your reach to new people without paid promotion.

#3. Create Share-Worthy Content

While “going viral” isn’t a strategy you can guarantee, you can increase your odds by making content that people want to share. As we discussed, shares are a top algorithm signal.

Think about what content in your niche tends to get shared widely, often it’s relatable memes, helpful infographics, surprising tips, inspirational quotes, or anything that draws a “OMG, so true, I need to show my friend” reaction.

For businesses, a well-designed infographic carousel full of useful stats or a funny on-brand meme can generate tons of shares. When someone shares your post to their Story or friends, it’s free exposure and often results in new people discovering (and following) you.

Another shareable format is educational threads or mini-blogs in carousel posts. If you provide high-value info, people might bookmark (save) and share it externally, increasing your post’s reach.

Always balance virality with brand relevance. You want followers who stick around for what you truly offer, not just a one-hit wonder.

#4. Maximize Instagram SEO

As mentioned earlier, Instagram’s search function now allows users to find content via keywords, which opens another pathway for organic discovery. To capitalize on this, do some basic keyword research for your niche.

What might your potential follower type in Instagram’s search bar? If you’re a digital marketing agency, perhaps terms like “social media tips”, or “how to gain followers” are things people search. Try to incorporate these phrases naturally in your profile name, bio, and post captions.

In captions, if you’re sharing a tutorial, be descriptive: “In this video, I share how to improve your Instagram engagement rate…” – a phrase like that could help surface your post for someone searching the keyword “Instagram engagement”.

Also use the alt-text feature for images (you can manually input alt text when posting) to describe the image with keywords; this is primarily for accessibility, but it might have a side benefit for SEO. Don’t stuff keywords unnaturally or spam irrelevant hashtags, the algorithm is smart and these tactics could backfire. Instead, think of SEO on Instagram as providing clear context about your content so that the right people can find you.

#5. Cross-Promote on Other Platforms

To grow your Instagram organically, leverage your presence elsewhere. Promote your Instagram on your website, email newsletters, or other social media like Facebook, TikTok, YouTube, etc.

Encourage your existing community to follow you on IG for content that might be exclusive or presented differently. For instance, a YouTuber might tell their viewers “Follow me on Instagram for behind-the-scenes photos or quick tips that don’t make it to YouTube.”

People engaging with you on one platform likely will on another, this can boost your engaged follower count (which again feeds the algorithm with good signals).

Also, if you have physical locations or products, put your Instagram handle on your packaging, in-store signage, or receipts, anywhere buyers can see it and be reminded to follow.

#6. Balanced Use of Paid Promotion

While this article focuses on organic growth, it’s worth noting that strategic paid campaigns can complement your organic efforts. Instagram ads (promoted posts, Story ads, etc.) can put your content in front of a larger or very targeted audience. Paid promotions won’t directly change how the algorithm ranks your organic posts.Instagram keeps ads separate in that sense, but they can lead to an influx of new followers or engagement that then indirectly boosts your organic performance.

If a promoted post gets you 1,000 new followers, and those followers start engaging with your next organic posts, the algorithm will take notice of the increased engagement. For businesses, a sensible strategy is to promote your very best content (maybe a high-performing Reel or a key announcement) to reach new people, and then nurture them with your ongoing organic content.

However, relying solely on ads without solid organic content is a recipe for churn. You might get followers who then leave because your feed didn’t interest them. Paid and organic should work hand in hand.

#7. Monitor Insights and Adjust Strategy

Data is a marketer’s best friend. Regularly dive into your Instagram Insights (analytics) to understand what’s working and what’s not. Look at metrics like reach, impressions, profile visits, website clicks, and of course engagement on each post.

Identify patterns: do your video posts consistently outperform photos? Did that educational carousel bring in a ton of saves? Do posts with certain hashtags do better? For example, you might find your posts with “behind-the-scenes” content got 30% more saves on average, indicating people found them valuable enough to revisit, which then suggests you should create more of that content.

Insights will also show you demographics of your followers, and when your followers are most active. Track your follower growth rate and note any spikes. What did you do around that time? Perhaps a partnership or a viral Reel drove it.

By measuring and A/B testing different content approaches, you can continuously refine your strategy. Treat Instagram like an evolving campaign where you double-down on the tactics that yield growth and dial back on those that don’t.

Wrapping It Up

Winning the Instagram game in 2025 comes down to understanding the algorithm and crafting a strategy that delivers real value to your audience. Instagram is more personalized and competitive than ever, but for those who adapt, the rewards are tremendous. You can achieve significant organic growth, strengthen your brand’s community, and drive real business results on Instagram by implementing the tips we’ve outlined.

Remember, the algorithm is not your enemy; it actually works with you if you align with its goal of providing great content to users. Instead of chasing hacks, concentrate on consistent, quality posting and authentic engagement.

Build relationships, both with your followers and with other creators or brands. Analyze your performance data and iterate. By doing so, you’ll send all the right signals to Instagram’s algorithms and keep your content surfacing at the top of feeds and in Explore pages.

Here’s to your Instagram success in 2025! 🥂

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