Instagram is always evolving, and keeping up with its algorithm is key to staying relevant. Whether you're an influencer, brand, small biz owner or a casual creator, understanding how Instagram ranks content can make or break your engagement.
In 2025, the focus is on originality, interaction, and strategic posting—so if you want to stay ahead, you need to adapt to these changes.
1. Post Content Made By You
Instagram favors original content over reposted or AI-generated material. Instagram CEO Adam Mosseri announced that accounts filled with reposted content are going to be pushed down in the algorithm, removing them completely from Instagram’s recommendations.
With that being said, users who consistently create and share authentic, high-quality content are more likely to see their posts reach a wider audience. This can include behind-the-scenes clips, personal stories, and unique visuals to help establish a genuine connection with your followers, keeping them engaged.
For instance, Recess is a beverage company that posts recipes using their drinks.
2. Utilize Reels and Stories
Short-form video content is still one of the most effective ways to gain traction on Instagram. Reels are prioritized in the algorithm, so using them regularly can help boost your reach. Stories, on the other hand, are great for keeping your audience engaged through interactive features like polls, questions, and live updates.
3. Engage With Your Followers
Instagram rewards accounts that foster real engagement with their audience. Replying to comments, reacting to DMs, and interacting with posts in your niche help build stronger connections. The more engagement you generate, the more likely your content will be pushed to a wider audience through the algorithm.
4. Don't Underestimate Instagram SEO
Searchability on Instagram has improved significantly, making Instagram SEO a must-have strategy. Using relevant keywords in captions, hashtags, and even your profile bio increases your chances of being discovered. Additionally, adding geotags and optimizing alt text helps Instagram categorize your content for better visibility.
5. Post at the Right Time
Timing matters more than ever in 2025, as Instagram prioritizes fresh content when users are most active. Reviewing insights and posting during peak engagement times can dramatically improve your content’s performance. Sticking to a consistent posting schedule helps signal to the algorithm that you’re an active creator worth promoting.
Alkai can help you come up with a regular posting schedule by automating the entire process of content ideation, creation, and scheduling!
6. Partner with Influencers
Collaboration with influencers is an effective way to expand your reach and build credibility. The algorithm favors content that sparks conversations, and influencer partnerships often drive high levels of engagement. Whether it’s through shared Reels, giveaways, or cross-promotions, working with influencers can open your brand to a broader audience.
7. Use Audio in All Post Types
Instagram increasingly favors content that incorporates audio, even in static images and carousel posts. This shift means that using background music or voiceovers can enhance a post’s chances of being recommended to non-followers. To maximize reach, businesses should:
Add trending music or original sound to static posts and carousels. Even a simple background track can make a post more discoverable.
Use voiceovers in carousel posts to tell a story. This approach works well for product showcases, tutorials, or brand messages.
Ensure captions match the audio theme. Engaging captions that reference the sound can further boost engagement.
How the Instagram Algorithm Works
Instagram uses multiple algorithms across different areas of the platform to determine what content users see. Each algorithm considers various factors, such as engagement, user activity, and content relevance. Here's a breakdown of how Instagram ranks content in different sections:
1. Feed Algorithm
The Feed Algorithm prioritizes posts from accounts you follow, ranking them based on your past interactions and the content's relevance. Key factors influencing the feed include:
Your activity: Posts from accounts you frequently like, comment on, or share are given priority.
Post details: The algorithm considers engagement levels (likes, comments, shares, saves), post timing, and media type (photo or video).
Your relationship with the poster: Accounts you regularly interact with—via DMs, tags, or comments—will appear more often in your feed.
Example for small businesses: A local bakery that consistently interacts with its customers through comments and DMs will have its posts appear more frequently in their followers' feeds. Encouraging customers to engage by asking questions in captions can help maintain visibility.
2. Stories Algorithm
Instagram Stories work similarly to the feed but focus more on real-time engagement. The Stories Algorithm ranks content based on:
Interaction frequency: Stories from users you engage with most (via DMs, emoji reactions, or replies) appear first.
Viewing habits: If you consistently watch someone's Stories, Instagram will keep showing them to you at the top of your Stories feed.
Timeliness: Newer Stories are prioritized over older ones, encouraging frequent posting.
Example for small businesses: A boutique clothing store can use daily Stories to showcase new arrivals, limited-time offers, or behind-the-scenes footage. By using interactive stickers like polls or Q&A, they can boost engagement and ensure their Stories remain visible to their audience.
3. Reels Algorithm
Instagram's Reels Algorithm is designed to entertain users with engaging short-form video content, even from accounts they don’t follow. Ranking factors include:
User activity: Reels similar to what you’ve watched, liked, or commented on will be recommended.
Video popularity: The number of likes, comments, shares, and replays impact a Reel’s reach.
Creator interactions: If you've engaged with a creator before, their Reels may appear more often in your feed.
Video details: Elements like trending audio, video resolution, and length influence how Instagram promotes a Reel.
Example for small businesses: A handmade jewelry brand can create Reels showcasing the making process, packaging orders, or styling tips. Using trending audio and hashtags can help their videos appear in more users' recommendations.
4. Explore Page Algorithm
The Explore Page Algorithm helps users discover new content based on their past interests and interactions. It ranks content using:
Engagement metrics: Highly liked, shared, and commented-on posts have a better chance of appearing in Explore.
User behavior: If you often engage with a particular niche (e.g., fitness, travel, tech), Instagram will suggest similar content.
Account relationships: While most Explore content is from new accounts, Instagram may prioritize posts from accounts that are similar to ones you already follow.
Example for small businesses: A home decor brand can create visually appealing posts with engaging captions and hashtags. If their content receives a high level of engagement, Instagram may feature it on the Explore page, helping them reach potential customers beyond their followers.
Understanding these different Instagram algorithms allows you to optimize your content strategy, ensuring better reach and engagement across various platform sections.
Instagram's algorithm determines which content appears on users' feeds, Explore pages, and Reels based on several key factors. It prioritizes posts that generate meaningful interactions, such as comments, shares, and saves, while also considering user preferences and behavior. The algorithm evaluates three main areas:
Feed and Stories: Prioritizes content from accounts users frequently engage with, ensuring they see more relevant posts.
Explore Page: Surfaces content based on user interests, previous interactions, and trending topics, helping new audiences discover your profile.
Reels and Video: Pushes highly engaging, original videos to a broader audience, with a preference for fresh, high-quality content that keeps users watching.
By understanding these ranking factors, creators and businesses can optimize their content strategy to increase visibility and engagement.
FAQs on Instagram's Algorithm
How often does Instagram update its algorithm?
Instagram frequently updates its algorithm to improve user experience and content discovery. While major updates happen a few times a year, smaller tweaks occur regularly, so staying informed and adapting your strategy is essential.
Why does my Instagram reach fluctuate?
Reach can vary due to factors like algorithm changes, posting times, content relevance, and audience engagement. Monitoring insights and experimenting with different content types can help maintain consistent reach.
Does using the same hashtags repeatedly affect my post performance?
Yes, Instagram may limit the reach of accounts that use the same hashtags repeatedly, as it may be considered spammy behavior. Mixing up your hashtags and using relevant ones for each post can improve discoverability.
Can I grow on Instagram without using Reels?
While possible, it's much harder to grow without Reels since Instagram prioritizes short-form video content. Reels offer a significant boost in visibility and engagement, making them one of the best tools for organic growth.
Conclusion
Succeeding on Instagram in 2025 requires an adaptable strategy that focuses on originality, engagement, and SEO optimization. By consistently posting high-quality content, using Reels and Stories, and staying updated on algorithm changes, you can maximize your reach.
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