A GUIDE TO THE INSTAGRAM ALGORITHM IN 2025

Since its release in 2010, Instagram has grown from a simple photo-sharing app into one of the most influential social media platforms.

Today, it’s a powerful tool for creators and businesses alike, offering countless opportunities to reach and engage with audiences.

However, the sheer number of people using the app can mean it’s more difficult to stand out amongst the masses. In this article, we’ll explore strategies to help you work with the Instagram algorithm and grow your presence as a content creator.

 

How does the Instagram algorithm work?

The Instagram algorithm organizes content based on what it predicts users will enjoy most. The algorithm considers similar content a user has interacted with in the past. It also looks at the relationship between content creator and user, including the most recent way the user has engaged with them.

The algorithm is made even more difficult by the fact that each section of Instagram has a unique algorithm. This means that Reels, Stories, Explore, and the feed all need content that's tailored to them.

For example, Reels prioritize viral, shareable, and engaging video content. A creator posting a Reel might focus on trending music, concise storytelling, and visuals. All these will help grab attention in the first three seconds.

This could be a lifestyle creator posting a reel of a quick "morning routine" montage, set to upbeat music. This would highlight the relatable and aspirational moments.

The Instagram story algorithm, on the other hand, works best for spontaneous, interactive, and more personal content. A creator might share a behind-the-scenes look at their day, using stickers like polls or Q&A to engage with their audience directly.

This could be a fitness coach posting a short clip of their meal prep with a poll asking, “What’s your go-to lunch?”. This informal, interactive approach strengthens follower connections and builds trust.

By tailoring content to the strengths of Instagram’s different algorithms, creators can increase their visibility and engagement across Instagram.

Why does the Instagram algorithm matter for content creators?

For content creators, the Instagram algorithm is key to growing an audience and achieving success on the platform.

Understanding the algorithm can make all the difference in reaching follower milestones and securing brand deals. For some, it can even lead to content creation becoming their full-time career.

The algorithm determines how your content is shown to others, and working with it can help creators build a strong follower base. A good following signals that an individual is credible within their particular niche. This makes it more likely for brands to notice them and opens up other ways to monetize their content.

Some of the most successful content creators now have businesses, merch lines, podcasts, and YouTube shows. Their growth offers inspiration and ideas for newer creators looking to take their content to the next level.

Does the Instagram algorithm change?

One of the challenges of Instagram is that the algorithm is always changing. For creators, this means strategies that worked last year might not deliver the same results today.

For example, the Instagram algorithm in 2023 saw the introduction of the ‘explore’ section. This shifted how users discovered trending content, moving away from hashtags. Instead, the focus became engagement factors like video length and views from non-followers.

The Instagram algorithm in 2024 also saw changes. These included tighter content restrictions for teen accounts, alongside a renewed focus on regular posts, Stories, and Reels.

As the platform evolves, staying informed about these shifts is crucial for creators looking to adapt and succeed.

 

What’s trending for 2025?

Social media is always evolving, and Instagram in 2025 will be no exception. Creators should expect at least one new Instagram algorithm change to arrive in 2025, although there could be even more. To stay ahead, here are the Instagram trends to keep in mind for 2025.

• Sonic branding: Sound is playing a bigger role in how creators express their identity online. From short jingles to custom audio tracks, sonic branding helps content stand out and stick in people's minds.

• NFTs and cryptocurrency: NFTs will continue to open doors for creators looking to offer unique, collectible content. From exclusive digital art to once-in-a-lifetime experiences, creators will use Instagram's NFT marketplace to foster closer connections with their followers.

• Interactive stories: Instagram Stories are becoming more interactive, with tools like comments on stories and the reveal sticker giving creators new ways to engage. From gathering instant feedback to building excitement with blurred reveals, these features offer fresh opportunities to spark conversation and connect with followers.

• Community engagement: Creators should look to deepen connections with their audience by prioritising two-way interactions. Through polls and Q+A stickers on their own content, or interacting directly with a comment on a follower's video, fostering closer relationships should still be the focus.

 

Make 2025 the year for your best content

Now is the time to sit and plan out how you’ll elevate your Instagram content in the year ahead. Staying ahead means planning for changes, tracking key metrics, and being ready to adapt your strategy to what works best for your audience.

Focusing on your niche, prioritizing engaging content, and maintaining a consistent posting schedule will set you up for success. Creators who combine creativity with thoughtful planning are more likely to thrive in an ever-changing algorithm landscape.

If music is missing from your strategy, it might be time to explore its potential to captivate your audience. By signing up for a Creator subscription at Universal Music for Creators, you gain access to over 50,000 new tracks, and over 200,000 SFX sounds. These offer endless possibilities to bring the hook you need to reel viewers in and keep them coming back for more.