What exactly is the Instagram algorithm?

The Instagram algorithm consists of a set of instructions that determine when and how specific content is displayed to individual users. It takes into account numerous factors such as user history, location, profile, device, trends, relevance, popularity, and more. Algorithms play a vital role in deciding which content reaches the intended audience, from search engine optimization to social media platforms.

Since algorithms are constantly evolving, yesterday’s marketing tactics may not be as effective in the future. It’s crucial to adapt your strategy on each platform accordingly. While regularly posting with relevant hashtags is important on Instagram, it doesn’t guarantee reaching your target audience every time.

So, how does the Instagram algorithm work in 2025?

The Instagram algorithm determines the order in which users see posts while scrolling through their feeds. Based on specific signals, it prioritizes the best posts, pushing the most relevant ones to the top for maximum visibility, while others are placed further down.

Although the algorithm is subject to change, the following three key ranking factors can guide your Instagram strategy:

Relationship with the user: If a user has interacted with your past Instagram content, they are more likely to see your future posts. Therefore, fostering continual engagement is crucial for building a loyal audience.

User’s expressed interest: The algorithm analyzes whether a user interacts with similar posts and accounts while exploring Instagram. Users who engage with similar content are more likely to see your posts.

Post relevancy: When you publish a post on Instagram, the algorithm assigns it a relevancy score, which influences its visibility in the feed.

Consider the following general factors as well:

• High competition if users follow numerous accounts.
• Lower odds of visibility if users spend less time on Instagram or infrequently open the app.
• Business and creator accounts don’t face disadvantages in terms of organic reach compared to personal accounts.
• Instagram enforces community guidelines and may remove posts or suspend accounts for repeated violations.
• Misinformation labels are applied to posts containing false information, and repeated offense may lead to decreased visibility for the user’s content.

Instagram Feed and Stories

The majority of what users see on their feed and in Stories are recent posts from the accounts they follow. The algorithm further customizes the order of these feed posts and Stories based on various signals:

Basic information about the post or story: This includes factors such as likes, posting time, and location tags.

Data on the account behind the post: The algorithm considers how many people have interacted with the account recently, gauging its popularity and the likelihood of user interest.

User activity: Instagram tracks the number of posts liked, shared, and saved to predict which posts will interest the user.

User’s interaction history with the account: This involves measuring the user’s engagement with the account’s posts, including comments, likes, saves, and visits to the account’s profile page.

By analyzing this data, Instagram makes educated guesses about the content that should be presented on each user’s feed.

In March 2022, Adam Mosseri, the head of Instagram, introduced two features that allow users to customize their feed:

Following: This feature displays posts from followed accounts in chronological order.

Favorites: This feature prioritizes posts from accounts with the most interactions and allows users to view them chronologically.

However, the Instagram algorithm still personalizes the main feed based on the aforementioned signals.

Instagram Explore

The Explore page algorithm on Instagram aims to help users discover new content. It uses the same signals as the feed and Stories to curate and rank engaging content for individual users. User actions like likes, saves, and shares play a significant role in the Explore algorithm.

For example, if a user is a fan of Avengers movies, Instagram may present popular Marvel content or even superhero content from other franchises like DC or Image on their Explore page.

To increase your chances of being featured on users’ Explore pages, utilize strategic hashtags and engage with recent trends. Leveraging hot topics and news stories can boost your posts’ ranking on users’ Explore pages.

Instagram Reels

Similar to Explore, Reels are usually seen by users who don’t follow the accounts posting them. The Instagram algorithm applies similar signals as it does for Explore but emphasizes content that entertains the user. It focuses on predicting whether a user will watch a Reel till the end.

To enhance the visibility of your Reels, share them on your feed first, accompanied by hashtags and a location tag. Additionally, engage with Reels that appeal to your target audience. Reels are designed to help users discover you, so it’s important to develop a strategy to maximize your Reel content as soon as possible.

Now that we’ve covered how the Instagram algorithm works, let’s explore different ways to adapt your approach and reach more customers.

Tips for working with the Instagram algorithm in 2025

Consider the following tips to leverage the Instagram algorithm for your business:

Focus on relationships, not just reach: Audience loyalty and continual engagement are more crucial than ever for earning top spots in your followers’ feeds. Foster relationships with your audience through tactics such as posting user-generated content on your Stories and sharing Reels.

Comment on posts from relevant users and brands: Engage with potential customers, influencers, and related businesses by leaving thoughtful comments on their posts. Be genuine, add value, and avoid generic responses or sales pitches.

Respond to comments promptly: Replying to comments, particularly while your post’s reach is at its peak, boosts social proof and encourages further engagement. It can spark conversations and increase the reach of your current and future posts.

Utilize hashtags effectively: Choose hashtags that your target audience actively searches to discover content and users. Engage with posts that use relevant hashtags, and click through to explore and interact with the content.

Repost past content to Stories: Repurposing previous posts ensures your best content receives additional visibility. However, avoid excessive repetition and keep your feed fresh by pruning repeated content.

Encourage engagement on your Stories: Use hashtag stickers with your branded hashtag, share user Stories, and employ interactive stickers like polls and questions to foster engagement, which can translate into higher reach for your static posts.

Share Instagram posts to Stories: Maximize your social media strategy by sharing your most important posts, such as new product announcements, to your Stories. This increases the chances of reaching your followers.

Consider paid options: If organic reach is limited, consider Instagram ads or influencer marketing to boost your visibility. Set a budget and monitor your spend to remain in control.

Monitor your results: Track your progress using Instagram Insights. Look beyond follower count and examine metrics like accounts reached, accounts engaged, and total followers to understand the impact of your Instagram marketing efforts.

Remember, while the Instagram algorithm may change, building and nurturing relationships with your audience remains essential. By adapting to algorithm updates and engaging with users both inside and outside your posts, you can find new ways to reach your intended audience on Instagram.

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