The Instagram algorithm of 2025 offers a collection of tools to get your brand or company in front of the users who want your content the most.
As complex as the concept of an algorithm is, understanding the signals and influences that you control and those that are at the hands of users will help you master the art this year.
In this article, we are going to walk through the best practices of Instagram Reels algorithms, feed algorithms, and algorithm ranking factors. We're not just reading the tea leaves; our advice comes from experience, successes, and Instagram leaders.
What is the Instagram algorithm?
Instagram's algorithm is a complex, evolving, and intricate system that determines which posts reach your target audience through different content formats.
Instagram's algorithm acts as a matchmaker, matching the content your target audience wants with the brands, companies, or individuals who provide exemplary or popular forms of that content.
The calculation also examines compelling content’s format (e.g., Reels, Stories, or posts), timing, and quality, pairing it with what the audience typically interacts with, such as topics, hashtags, or format.
It's also important to note that Instagram freely admits that a user's feed, Explore page, and Reels feed all have separate ranking algorithm factors.
Success lies in tailoring your future posts to match your audience’s interests and habits, all while keeping an eye on Instagram analytics to see the payoff or areas of improvement.
The impact of Instagram's algorithm on your visibility
In 2025, Instagram will influence your visibility through a mix of personalization and discovery. Don't think the algorithm is working against you. It's actually trying to connect you with what your current audience is interested in, or their past interactions, mixed with what new Instagram users want to see.
Consistency, creativity, and meaningful engagement are key to staying visible to both new and existing followers while exploring the cocktail of content options.
In fact, the most important thing to know about the Instagram algorithm is that signals matter. That means looking for trends over the past few weeks at any given point and seeing what Instagram posts or Reels are performing well.
Instead of pivoting and thinking you've got that part covered, you “lean into” the signal and the algorithm.
How does the Instagram algorithm work?
The Instagram algorithm works by analyzing what your audience interacts with most — likes, comments, shares, and saves — to determine what content gets prioritized in their feeds and on Explore.
As far as social media platforms go, Instagram is surprisingly transparent about when and why it makes algorithm changes and how creators can maximize those tweaks.
Algorithm shifts aim to create a better user experience and help increase user engagement.
For example, in April 2024, Instagram's algorithm focused less on big brands and more on “chances to break through.” This adjustment also rewards creators for unique content.
In addition, there isn't just one algorithm for Instagram. It functions slightly differently for each type of content. No algorithm fits every sector.
How the Instagram feed works
The Instagram feed algorithm relies on building a list of content a particular person will not only like but also engage with.
As much as signals determine what you see, they are also created by user engagement.
When looking for Instagram algorithm signals in the feed posts, four ranking factors stand out.
- User engagement: Likes, shares, saves, and comments add to the signal of interest for individual users.
- Post popularity: Each post gets weighed for authority and popularity based on how quickly interactions are adding up.
- Poster appeal: It's not just about the content. The Instagram algorithm also weighs the potential for future appeal between a user and the person who posted the content.
- Interaction history: Another key signal for the Instagram algorithm is the frequency of interaction and engagement between a user and another account.
The special sauce of the Instagram algorithm recipe isn't finished there. The next step is for the mathematical process to balance letting other users see people they like without seeing too many posts, while also offering suggested posts without alienating favorite accounts.
How the Instagram Stories algorithm works
The main difference in how the Instagram Story algorithm works versus posts is that Stories will only include your existing audience and paid ads.
Whether it's video content, graphics, photos, or text, Instagram Stories largely appear for people who are close to your brand or business accounts in one of three Instagram algorithm ranking factors.
- Relationship: Instagram works to prioritize friends and family in Stories.
- Engagement: You can also add how often you engage with a Story from a particular account. It could be as easy as tapping to “like” a Story or sending a direct message to a creator.
- Interaction history: Even without touching a like button, the time users spend viewing a Story will factor into the Instagram algorithm. Whether they watch a full video or just a few seconds of it, it matters.
Once again, Instagram's specially tailored algorithm for Stories is designed to create engaging content that people can't resist consistently interacting with.
Instagram's Explore page content algorithm
The Explore page is the magnifying glass icon at the bottom of the Instagram app. Here, users discover personalized content based on their interests, engagement, and trending topics. A big part of a brand's Instagram presence should focus on making it to the Explore page, where users purposely discover new content to follow.
The Instagram Explore page algorithm is like a matchmaker for content and curiosity. It studies what people engage with — likes, saves, shares, and even what they pause to watch — and then serves up content it thinks they'll love.
The algorithm picks up on trends, popular hashtags, and successful formats like Reels, promoting them to new viewers through the Explore page.
Here’s the thing, though: it’s not just about making it onto Explore — it’s about building connections. Content that drives real engagement has a higher chance of showing up. This also weeds out spam, clickbait, and other annoying forms of content.
How the Instagram Reels algorithm works
If Instagram posts, Stories, and the Explore page are the main courses of the social media meal, then the Reel feed is the after-dinner entertainment.
Instagram is open about how the Reels algorithm works. The math behind Instagram Reels focuses on exposing users to Reels that they will watch, interact with, share, or can't resist creating new content with the audio track.
The Reel World Update
Something to try in 2025 is Instagram's “Trial Reels.” This puts your Instagram content in front of an audience of non-followers to see the potential to go viral or go bust.
How user behavior affects the Instagram algorithm
User behavior is at the heart of Instagram’s algorithm. Every action — likes, comments, shares, even how long someone lingers on feed posts — tells the platform what’s engaging and worth showing more of.
If your audience loves short, snappy Reels or consistently saves carousel posts, the algorithm picks up on it. It’s not about tricking the system; it’s about creating content that resonates and will encourage engagement.
The more your Instagram feed posts, Reels, or Stories align with users' interactions, the better their chances of staying visible in feeds, landing on the Explore page, or appearing as customized content. Focus on connecting with your audience, and the algorithm will follow.
Instagram algorithm tips to improve your account
Now that we know more about how to look for signals and insights into the page algorithm, it's a good time to revisit the strategy of your Instagram accounts.
Follow the community guidelines
Learning the community guidelines of Instagram will also help your Facebook and Threads accounts.
First, you should know what content is not allowed as far as images, videos, and Instagram captions are concerned. While obvious topics like violence, hate speech, and bullying aren't allowed, it's not all so crystal clear.
Here are the top five things that might catch a content creator off guard:
- Hashtag risks: Hashtags can get banned for a litany of reasons, and it's not always clear why. Usually, it's tied to misuse or inappropriate content. Using them can hurt your reach without warning. As a trick, tap a hashtag to see the results. If nothing shows up, it's likely (permanently or temporarily) banned.
- No nudity: In general, stay away from nudity (full or partial) unless there is an obvious medical or artistic justification.
- Copyright issues: Don't clip movie scenes or lay a track of popular music on content unless you have copyright permission. Trending audio on IG is generally okay under a license agreement, but business accounts might run into trouble.
- Don't bait users: Instagram shuts down inauthentic engagement tactics. Don't directly ask or trick people into engaging.
- Unexpected item bans: Promoting alcohol, tobacco, or supplements can violate the rules, even if those items are legal.
Instagram restricts visibility for potentially sensitive content, even if it doesn't directly violate policies.
Complete your profile information
A complete Instagram profile isn’t just for looks — it actually helps the algorithm figure out where to place your content.
Help Instagram help you. By filling out your bio, adding a profile picture, and including relevant links or contact information, you’re making it easier for the platform to understand who you are and who might want to see your content.
A clear and relevant bio also signals to the Instagram algorithm that your account is active and valuable, increasing your chances of appearing in searches, on the Explore page, and in followers' suggested posts.
Use relevant keywords in your bio
In 2025, the Instagram algorithm increasingly relies on relevant keywords in your bio to categorize your account and connect you with the right audience.
Unlike hashtags, which are post-specific, keywords in your bio act as a constant signal to the platform about your niche or focus.
As a best practice, consider focusing on keywords in your bio and relevant hashtags in your Instagram posts.
Create unique content
Going into 2025, the Instagram algorithm not only appreciates original content. It rewards it. Better yet, that same original content will benefit the creator even when other accounts share it.
Instagram explained in the April 2024 algorithm update that creation and distribution should praise unique, creative content. In addition, shared content now includes a label that sends users back to the creator's page.
On the other hand, feed posts that contain too much shared content can now penalize the brand or person who posted them. Look back on the past few weeks of posts and see how much you shared versus how much you created.
Bottom line? Don't share content you aren't improving or taking artistic liberties with more than nine times every 30 days.
In fact, focus more on a consistent, unique creation strategy that poises you for success.
Share content regularly
One of the top questions about the Instagram algorithm is how many posts to do in a day, week, or month. For this answer, we go right to Instagram CEO Adam Mosseri, who posted a Reel addressing this “how many posts”-question directly and honestly.
“Though there's no one perfect answer, two things are true. One is, the more you post, in general, the more reach you're going to get.
The other is if you commit to too much Instagram content creation, you're going to burn out because creator burnout is a real thing,” Mosseri said, adding, “My advice is to try to come up with a schedule Instagram post strategy that you can sustain over the long run, and you can continue to enjoy. Pick some pace that is sustainable for you.”
Morsseri also went on to suggest finding a mix of content that is easy and more turnkey, like how he highlights creators every few weeks or does Instagram algorithm FAQs regularly.
Motivate users to engage
On Instagram in 2025, great content isn’t always enough. You can create stunning visuals or share valuable insights, but without encouraging engagement, your post might just sit there.
Motivating engagement is key — the person who posted content should ask questions in captions, use interactive tools like polls or quizzes in an Instagram Story, or share something that sparks a reaction without getting into the murky waters of community guidelines-banned topics or engagement bait.
Try Stickers on your Stories
Spend some time looking at the sticker options for Instagram Stories. It seems like the list grows more powerful each week.
Sure, there are options like polls and the emoji slider, but that's just the beginning. Here are three more to test:
- Add yours: This sticker feature allows you to interact with others by writing and posting a prompt. Viewers can then respond by replying to your story, posting their response or opinion to their own story. This can be a great starting point for meaningful discussions.
- Reveal: This engaging Story format blurs the content you post and asks viewers to respond to see the result. You don't need to read the DM before users watch the Story reveal. The payoff is immediate, and you also get an interaction boost.
- Frames: Faster than Outkast can sing, “Shake it like a Polaroid picture.” You can post a Story in a frame that requires users to shake their phones or tap (aka interact) “Shake to Reveal.” Then, the photo comes into focus.
Add relevant hashtags to your posts
Using relevant hashtags helps categorize content and allows it to appear on the hashtag pages.
Like the Explore page, hashtag pages are discovery tools. The Instagram algorithm considers not only the hashtags you use but also how well your content performs — engagement, quality, and relevance all play a role.
Understanding how to use hashtags strategically can help social media managers dominate these pages.
It also helps to understand what a “relevant” hashtag means. For example, if you're a dumpling chef in San Francisco, you don't want to post just #dining or #dumplings. Try #BayAreaEats or #SanFranciscoFoodie.
Include your location in the post
Location tagging is a small detail, but it can make a big difference in getting your posts discovered. Tag the location on posts or Instagram Stories to help the Instagram algorithm work in your favor.
When you include a location, your post appears on that location’s page, giving it a chance to be seen by people exploring that area. Keep in mind, these are people who might not otherwise see your content.
Plus, location tagging tells the algorithm your content is relevant to a specific set of users.
Resetting the Instagram posts for Reels, Explore, and Stories
As promised, here's a great new tool social media managers should know about. Instagram now lets users reset algorithm recommendations.
The tool is technically called “Reset Suggested Content,” allowing a fresh start for personal accounts as the algorithm learns preferences from scratch based on what users interact with now.
Why the ability to reset the algorithm is a game changer
For starters, Instagram's algorithm reset option means that millions of users have the opportunity to get rid of things they don't want to see in their Instagram Reels, Explore, or Stories. This puts brand content in a better position to connect with people who are interested now.
Companies and brands can reset the algorithm with calculated steps to follow accounts that could lead to more potential customers or keep an eye on the competition.
How to reset the Instagram algorithm
As with any app change, the Instagram algorithm reset will roll out at intervals. Here's how to find it.
Open the Instagram app and go to your profile by tapping your picture in the bottom-right corner.
- Tap the three horizontal lines (menu) in the top-right corner and select “Settings.”
- Scroll down and tap “Content Preferences” under the “What You See” heading.
- Choose “Reset Suggested Content” and confirm your selection.
**NOTE: If you don’t see the option, it just means the feature hasn’t rolled out to your account yet.
Instagram CEO Adam Mosseri posted a Reel showing that even he had been caught in an algorithm riptide, adding, “Explore, for instance, can be really tippy. I had looked at some old soccer highlights, and all of a sudden, there were just ALL soccer highlights, and I just didn't love it anymore.”
Frequently asked questions
Let's do some rapid-fire Instagram algorithm FAQs to help you plan for 2025 and beyond.
How does Instagram choose what to display in your feed posts?
The Instagram algorithm works differently for each content sector (feed posts, Explore, Stories, Reels, and so on). As noted earlier, there isn't one algorithm.
What appears first in a user's feed depends on the user's past interactions, such as likes, comments, and shares.
If two people followed the same accounts, they would still not see the same Instagram feed posts because so much of it hinges on those past interactions and relationships.
How does Instagram’s algorithm use likes and comments?
Instagram’s algorithm uses likes and comments to measure the engagement of a post. While both are important, comments typically carry more weight since they require more effort. Also use that knowledge to boost your brand in the comment sections of accounts you follow.
A thoughtful comment shows more engagement than a quick double-tap, so posts that spark conversation are more likely to be boosted in feed posts or on Explore. For creators, don't chase likes. Encourage meaningful discussions with questions or talking points, and always engage with people who respond.
How does Instagram determine which accounts I see most?
Instagram decides which accounts you see most based on how you interact with them. If you consistently like, comment, save, or DM someone’s content, the algorithm wants to give you more of what you like. (Although this can backfire, as noted in the IG algorithm reset explainer.)
In addition, use this knowledge for your own purpose to strategically plan what you'll see in various content spots. Did someone make you laugh? Give them a like. Are you seeing too many panda videos? Stop liking every single one of them.
Landing on Instagram’s Explore or hashtag section is great for reaching new audiences, but staying visible in your followers' feeds is just as important.
How does the algorithm use hashtags to rank content?
The algorithm uses hashtags to understand what your content is about and match it with users interested in those topics. When you include relevant hashtags, your post gets a chance to appear in hashtag sections or in Explore, where people are actively searching for that content.
As we discussed earlier, a hashtag is only as good as its relevancy to the user.
Using the right hashtags boosts your discoverability, but engagement ultimately drives your ranking.
Can I see how my content is performing with the algorithm?
Instagram Insights, available on Instagram mobile or through the Meta Business Suite, shows true data about your site's performance regardless of what signals are firing in the algorithm.
Metrics like reach, impressions, and engagement peel back the layers of what's working, what's not, and what's missing. You can also sort those Instagram insights by video content, posts, Reels, or Stories.
Instagram Insights also reveals your audience’s activity patterns, helping you optimize for when they’re most active and making it easier to align your content with the algorithm's values.
Insight analysis is another reason to avoid too many posts, as you can get lost in the data if you don't have the staff to spend that much time crunching data.
That's a wrap
While we'll never know the exact magic formula for the Instagram algorithm, we now know more about how to read signals and appeal to Instagram users.
As important as Instagram ideation is, remember to create content that is unique and tailored to your audience while relying on the metrics provided by insights and the current algorithm signals.
By comparing trends, new tools, and Insights, you'll be ready to read those signals no matter how much the algorithm adjusts in the coming year.
