The Instagram algorithm in 2025 is smarter, faster, and more behavior-driven than ever before. Success on the platform is no longer just about how often you post, how many posts you have, or how many likes you get. It’s about how your content makes people interact. If you’re still relying on outdated strategies, you’re probably leaving reach and engagement on the table.
This year, Instagram is doubling down on Reels, quality engagement, and content that keeps people watching. Understanding how the IG algorithm works (and how to work with it) can mean the difference between a quiet post and one that gains serious traction. Let’s break down what really matters in 2025 and see exactly how to build content that the algorithm loves.
Saves and Shares Are Better than Likes
As of late, there’s one thing that the Instagram algorithm updates have made very clear: not all engagement is equal. While likes and comments still matter, they no longer carry the same weight they once did. Today, when it comes to Instagram algorithm ranking factors, it’s all about the saves and shares.
Why? Because these actions signal real value. When someone saves your post, they’re sending the signal that it’s worth revisiting. When they share it, they’re telling you it’s worthy of sharing it with others. Both of these actions are stronger indicators of quality and relevance than a like that takes a second to execute (and could even be done on accident.)
What’s the takeaway here? If you want to grow, your content can’t just be entertaining. You need to have useful, relatable, or emotionally compelling content. You can also boost engagement by adding a simple call to action to your Instagram posts. Tell viewers to “save this for later” or “share with a friend” to encourage them to interact.
Bonus Tip: Want to know what type of content is working for your competitors or influencers in your niche? Use our Profile Analyzer to analyze Instagram profiles and spot patterns in post types, engagement metrics, and target audience behavior so you can easily reverse-engineer success.
Need help using the tool? Check out our quick YouTube tutorial on how to use our Profile Analyzer to uncover content ideas, best posting times, and more.
The First 60 Minutes Matter the Most
You may be surprised to know just how quickly the Instagram algorithm works. Believe it or not, how your content performs in the first 30 to 60 minutes can make or break its success. This is because the algorithm relies on that initial performance spike to decide whether to show your content to more Instagram users or quietly bury it in the feed.
This process applies across most content types, but it’s especially crucial for Instagram Reels. So how can you better your post’s chances of taking off? Here are some tips:
- Build momentum for your post by priming your audience through Instagram Stories or pre-scheduled clips. Tease your main content to spark anticipation in your followers.
- Use Instagram Insights to verify when your followers are most active and post at that time.
- Engage quickly with early comments to spark back-and-forth interaction. You have to give some to get some back.
Reels Above All Else
If you’re still treating image posts like your main growth vector, it might be time for a mindset shift. These days, Instagram Reels reign supreme thanks to a hard push by the algorithm.Reels are what Instagram pushes to new users. They get the most real estate in the user’s feed, dominate the Explore page, and have the highest chance of going viral. This isn’t to say that traditional Instagram feed posts like images and carousels don’t have their place, but you need to understand what that place is. From now on, treat them as further interaction for your brand, not growth tools.
Put another way: feed posts are now more like your digital storefront. They help visitors understand who you are once they land on your profile, but they rarely bring in new eyes on their own. Reels, on the other hand, are the vehicle for attracting new visitors.
Meaningful Interactions Drive Reach
How to get more reach on Instagram? It’s an age-old question, but we have the answer, so take notes. With recent updates, the Instagram algorithm no longer pays attention to the simple actions users do when they land on your page. Instead, it looks at how much engagement your Instagram content sparks. Simply put, likes and one-word comments don’t cut it anymore.
Instead, the algorithm rewards real back-and-forth communication; things like comment threads, replies to replies, DMs that stem from a post, and ongoing interactions between you and your Instagram followers.
What sparked the Instagram algorithm change? The platform wants to keep users on the Instagram app longer, and nothing does that better than a conversation. When someone comments and you reply (and they reply again), it sends a strong signal that your content is building community, not just broadcasting.
Instagram Shows Users What They Already Like
You’ve probably heard someone joke before that it seems like Instagram can read minds. It’s funny to think about, but there’s actually a shred of truth to this observation.
In the latest chapter of “how does Instagram algorithm work?”, the platform focuses heavily on behaviors of its users. This means that it records and studies what you watch, pause on, scroll past, rewatch, and save. From there, it builds a profile of your preferences, which it then uses to show you more content that matches your behavior.
Let’s explore an example so you can see what this type of profiling looks like in action: Imagine a user watches a lot of skincare tutorials, including longer-form content. Now let’s say that you happen to have a 10-minute product breakdown of your favorite foundation. If your Instagram content looks and feels like what the user already engages with, your post may be the next video they see.
Timing Still Matters, But You Have to Be Specific
Content is king, no doubt, but when you post still plays a big role in how well it performs. As we mentioned previously, the Instagram algorithm is more responsive than ever to early activity. So what happens if you drop a Reel when your followers are offline? Sadly, you’ve likely missed your best chance at it getting traction.
Generic advice like "post in the morning" or "evenings work best" still hold some truth, but sticking to a one-size-fits-all strategy isn’t your best bet. Instead, use tools like Instagram Insights to determine exactly when your followers are online. Posting when your audience is scrolling is the best way to get immediate engagement. That early spike tells the algorithm that people like what you’ve posted and prompts it to show it to more Instagram users.
Reels Live or Die in the First 2 Seconds
Does that sound a bit dramatic? The simple fact is that a user’s attention is what Instagram’s algorithm is closely monitoring. It wants to know whether your content stops the scroll or gets swiped away.This means that the first few seconds of your Instagram Reels are the most important part. A couple of seconds is all it takes viewers to decide whether they’ll stay and watch or scroll past without a second thought. If your hook grabs attention, the algorithm is more likely to keep showing your content to others. If it doesn’t, your reach ends before it even begins.
Strong Stories Keeps Viewers Watching
Once your hook grabs attention, the next challenge is holding on to it. This is where curiosity-driven storytelling makes all the difference.
To understand why this matters, first consider what the Instagram algorithm is looking at. It pays attention to things like average watch time, completion rate, and even rewatches. That means the longer someone stays with your content, the more likely Instagram is to push it further. And one of the best ways to keep people watching? Pique their curiosity! Build a story that leaves them wanting more.
Conclusion: Work With the Algorithm, Not Against It
The IG algorithm isn’t a scary monster or some entity trying to trick you. All it does is respond to how people behave. It’s been designed to reward content that captures attention quickly, holds it with purpose, and sparks meaningful interaction.
Once you understand the inner workings of the algorithm (that is, how does the Instagram algorithm work?), you’re ready to make it work for you. Develop content that feels valuable and relevant to real people and schedule Instagram posts when your viewers are most likely to interact with them, and you’re sure to see a leap in discoverability and engagement.
FAQ
How often should you post to keep the Instagram algorithm happy?
Wouldn’t life be simpler if there was a specific, perfect number of posts? Alas, that’s not how the algorithm works. Instead, it rewards consistency and quality more than frequency. Remember: the algorithm won’t reward spam, so posting poor content for the sake of posting won’t win you any points. Instead, focus on posting content your audience actually wants to engage with.
Do relevant hashtags still help in 2025?
Sadly, hashtags aren’t as powerful as they once were. While they used to drive reach, they’re mostly used these days for categorizing your content and improving searchability. Use them as a way to insert relevant keywords into your posts. Just don’t rely on them in an effort to go viral; it won’t work anymore.
