Instagram’s Algorithm in 2025: What You Need to Know

Instagram just dropped some major insights into how their algorithm will work in 2025, and we’re here to break it down for you. Understanding these changes will be essential for maintaining and growing your presence on the platform. Here’s what we know.

The Two Pillars of Instagram’s Content Organization

Instagram’s algorithm now operates around two primary categories:

Connected Reach: Content shown to your existing followers.
Unconnected Reach: Content shown to audiences who don’t follow you yet.

This distinction is key because it impacts the metrics that matter most for your content strategy.

The Top 3 Ranking Metrics

If you want to make the most of Instagram in 2025, keep these metrics in mind:

Watch Time

The more time someone spends engaging with your content, the better it will perform. This signals to Instagram that your content is valuable and engaging.

Likes

While likes have been around forever, they’re still a vital metric, especially for reaching your existing audience.

Sends

This is the ultimate discovery metric. The more people share your content, the more likely it is to reach new audiences.

The Nuances of Reach

For connected reach (your followers), Instagram places more emphasis on likes. It’s a sign that your audience is enjoying and engaging with your posts.

For unconnected reach (non-followers), sends take center stage. Shares demonstrate that your content is resonating with people and is worth spreading beyond your immediate circle.

5 Tips to Ensure Your Content is Recommendation-Ready

Want your posts to be eligible for Instagram’s recommendations? Follow these best practices:

Avoid Watermarks: Instagram prioritizes original content. Reposts or content with watermarks may be penalized.
Add Audio: Even for photos and carousels, incorporating audio can boost your content’s visibility.
Keep Videos Short: Videos under three minutes perform better in the algorithm.
Post Original Content: Duplicated or recycled content won’t do you any favors.
Check Your Account Status: Make sure your account is in good standing. You can verify this in your profile settings.

So what does this mean for your strategy? It’s great to see Instagram giving us this level of transparency. It empowers Social Media Managers and Creatives to fine-tune strategies and confidently explain why we prioritize specific metrics.

If growth is the main priority, focus on creating highly shareable content that encourages your audience to send it to others. (Think relatable posts, memes, anything you’d send to a friend or put on your Story.)

To nurture current communities, prioritize content that resonates deeply and encourages ‘likes.’ (Like alleviating pain points or teaching them something new, for example.)

And for both? Hold your audience’s attention and get your watch time up. Start with a good hook, including visuals, sounds and words.

How We Can Help

We specialize in creating data-driven strategies to ensure your content shines on platforms like Instagram. From crafting scroll-stopping visuals to optimizing for discovery, we’ll help you stay one step ahead.

Ready to level up? Contact us today to learn more about our social media services.

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