With over a billion active users, Instagram is a great place to connect with friends, family, and businesses. But many people don’t realize that Instagram has a complex algorithm that determines which posts appear in a user’s feed.
The New Instagram algorithm takes into account a variety of factors when determining what content to show users. This includes things like the time of day, the user’s activity, and the type of content that was posted. Based on these factors, the algorithm will decide which posts to show and in what order.
Businesses must be aware of this when creating content for their page. They should focus on creating quality content that will encourage users to like, comment, and share. Otherwise, their posts may get buried in the feed, and they’ll miss out on potential customers or followers.
The Instagram algorithm is a set of rules that decides which posts show up in your feed, the Explore page (FYP), and Reels. It determines the visibility of content based on different factors like relevance, engagement, timeliness, and more. But it’s not just a single algorithm—Instagram uses multiple algorithms across different features (like Feed, Explore, and Reels), and each has its own set of ranking signals.
Clearly mentioned in Instagram’s official guidelines for creators – “No one algorithm decides what you see, because each part of the app — Feed, Explore, Reels — has its own ranking system based on how you use it.”
Now, you might wonder why does this matter for you? Because understanding how the algorithm works can help you create better content, which is more engaging, more discoverable, and ultimately, more successful.
Instagram’s algorithm keeps evolving over the years, but in 2025, it’s primarily driven by artificial intelligence (AI) and machine learning.
These technologies allow Instagram to analyze user behavior in real-time and personalize content accordingly. Here’s a breakdown of the key ranking factors that influence how your content is shown:
Engagement is perhaps the most important factor in the Instagram algorithm. When people engage with your posts—by liking, commenting, sharing, or saving—Instagram takes it as a sign that your content is valuable. The more engagement your post gets, the more likely it is to show up in your followers’ feeds and even on the Explore page.
However, engagement doesn’t just mean likes and comments. Instagram also tracks how long people watch your videos, whether they tap through your Stories, and even how they interact with your posts in DMs or saves. So, it’s all about creating content that encourages user interaction.
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Instagram uses AI to predict how relevant your content is to each individual user. It looks at factors like their past behavior, interests, and interactions with similar content. For example, if someone frequently likes your car-related posts or watches your Reels on travel tips, Instagram will prioritize your content for them in the future.
To optimize for relevance, think about your audience’s interests and what they’re likely to engage with. Is your content tailored to their preferences? Do you use hashtags and captions that resonate with your target audience? The more relevant your posts are to your followers, the more likely Instagram will prioritize them.
Instagram places a high emphasis on relationships. If someone interacts with your content regularly—whether by liking, commenting, or engaging with your Stories—Instagram will assume that they have a stronger relationship with you and will prioritize your content in their feed. This is why personal interactions and community-building matter so much.
Timeliness is still an important ranking factor, although it’s not as significant as it once was. The algorithm used to prioritize the most recent posts, but now it focuses more on showing relevant content, even if it’s a bit older.
That said, posting when your audience is most active can still give you a boost in terms of visibility.
Instagram now supports a variety of content formats, including photos, carousels, videos, and Reels. Each content type is treated a little differently by the algorithm, but overall, video content—especially Reels—gets more reach than other formats.
The algorithm favors content that’s engaging and keeps people on the platform for longer periods.
The algorithm looks at how users interact with your content and adjusts accordingly.
For example, if someone spends a lot of time watching your Reels, Instagram will show them more of your Reels in the future. Similarly, if someone consistently engages with your posts, they’ll be more likely to see your future content.
Instagram is continuously refining its algorithm to keep up with changing user preferences and trends. So, what’s new in 2025?
In 2025, Instagram’s algorithm is even more reliant on AI and machine learning. These technologies enable Instagram to analyze user behavior in real-time and deliver a more personalized experience. This also means the algorithm can adapt and change more quickly based on shifting trends and user interactions.
Instagram has made it clear that video content is king in 2025. With the rise of Reels, video has become the go-to format for creators looking to reach a wider audience.
In fact, Reels now accounts for the majority of organic reach on the platform. The algorithm prioritizes Reels that are engaging, shareable, and creative.
Instagram is doubling down on e-commerce features, allowing businesses and creators to sell products directly through the platform.
In 2025, the algorithm is heavily integrated with shopping and product discovery. This means if you’re a business or influencer promoting products, Instagram will prioritize posts that drive commerce.
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Instagram has a few different ways of ranking content in people’s feeds, on their Stories and Reels. Instagram’s new algorithm uses a variety of factors to determine what someone might want to see, and they’re constantly tweaking the algorithm to try and show people the best content possible.
When it comes to ranking content in feeds, Instagram looks at a variety of factors. For example, they consider how often you interact with the person who posted the content, whether you’ve liked or commented on similar posts in the past, and how recently the content was posted. They also consider how many other people have engaged with the post – so if it’s something that’s being shared widely by your friends and followers, it’s more likely to show up higher in your feed.
For Stories, the Instagram algorithm updates again look at factors like how often you interact with the person who posted the story and whether you’ve viewed or interacted with similar stories in the past. They also look at how long ago the story was published and whether it contains any popular hashtags or mentions among your followers.
Finally, for Reels, Instagram looks at a mix of engagement factors (like how often you view or interact with similar Reels) and popularity factors (like how many people have liked or commented on a Reel). Hashtags and mentions also play a role here – so if you’re following many accounts that use a specific hashtag, you will likely receive similar reels when you scroll along.
As we all know, Instagram is constantly changing its algorithm to improve the quality of content on its platform. So to ensure that your content is in line with what the new Instagram algorithm will favor in 2025, here are some best practices to follow.
According to the new Instagram algorithm update, If you want to stay ahead of the curve on Instagram, you must post regularly. In addition, the algorithm favors accounts that post frequently, so if you want your content to be seen by as many people as possible, you need to post regularly.
Ideally, you should be posting at least once a day. But if that’s not possible, try to post at least a few times a week. And make sure that your posts are high-quality and engaging. If you can do those things, you’ll be in good shape regarding the algorithm.
Instagram has been increasingly favoring videos and stories in its algorithm, so it’s essential to ensure that you’re incorporating these types of content into your strategy. Videos perform exceptionally well on Instagram, so if you can create engaging and informative videos, you’ll likely see a boost in your reach and engagement. Stories are also a great way to connect with your audience on a more personal level, so don’t be afraid to utilize this feature.
Hashtags and geotags are great ways to ensure your content is discoverable by those interested in what you have to offer. According to the new Instagram algorithm, when using hashtags, use relevant, popular hashtags that are specific to your niche. Don’t overload your posts with hashtags – a few well-chosen ones will do the trick. As for geotags, they can also help increase your reach since people often search for content based on location.
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If you want your content to be seen by more people on Instagram, make sure it’s eye-catching. Use high-quality photos and videos and exciting captions and hashtags.
Also, consider using Instagram Story highlights to showcase your best content. It should be relevant to your business to give viewers an idea of what you are trying to convey.
As per the new Instagram algorithm, businesses should promote their posts in the following ways:
As Instagram Live becomes increasingly popular, businesses are finding new and innovative ways to use the platform to connect with their audience in real time.
· Use hashtags to promote your live stream.
· Go live at least once a week.
· Engage with your audience by asking questions and responding to comments.
· Keep your live streams short – no more than 20 minutes.
· Make sure your live stream is high quality – use a stable internet connection and good lighting
Not getting the content you want on Instagram? The algorithm adapts to your activity, but sometimes, it needs a reset. If your feed feels off, you can quickly retrain Instagram to show you better content.
In the video below, you’ll learn a simple method to reset your Instagram algorithm in less than 30 seconds! Watch now and take back control of your feed:
Regarding Instagram, best practices and keeping up with the latest algorithm changes are essential for businesses wanting to get noticed on the platform. With the best practices, we hope that you understand better how to be successful in 2025. Also, make sure to explore more strategies like creating unique visuals and investing in influencer marketing, as these can help propel your business forward even further!
Siddharth built two bootstrapped companies from the ground up: Vaizle and XOR Labs. He’s personally managed over Rs 100cr in ad budget across eCommerce, D2C, ed-tech, and health-tech segments. Apart from being a full-time marketer, he loves taking on the challenges of finance and operations. When not staring at his laptop, you’ll find him reading books or playing football on weekends.
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