Instagram's algorithm is constantly evolving, and as we enter 2025, it’s more important than ever to understand how it works. If you don’t want to get left behind and lose visibility on the platform, it’s crucial to tweak your social media strategy to align with Instagram’s new priorities. In this blog, I will break down what Instagram’s 2025 algorithm focuses on, and how you can optimise your content to grow your audience.
Two Types of Reach: Connected and Unconnected
Instagram has two main types of reach:
Connected Reach – This refers to the people who already follow you. These are your core audience, and Instagram will show your posts to them based on their engagement.
Unconnected Reach – This is the reach to potential new followers who haven’t discovered your account yet. This is where Instagram recommends your content to others, typically in their Explore feed.
Both of these reach types prioritise different factors, but there are three main criteria that decide whether your post appears on someone’s feed.
Here’s how you can optimise for each:
Key Factors Instagram’s Algorithm Prioritises
1. Likes and Engagement
If your followers aren’t engaging with your content, Instagram assumes they aren’t interested, and it becomes harder for your future posts to show up in their feed. To prevent this, create content that resonates with your audience. Using the right formats is crucial – for example, study confirms that carousels consistently have the highest engagement, making them perfect for keeping your followers interested.
2. Shares
Shares are a powerful factor in reaching new people. If your followers share your content with others, Instagram takes it as a sign that your content is valuable and will push it to other users, both on their feeds and in the Explore section. So, create content that’s shareable, like helpful tips or entertaining videos, to boost your unconnected reach.
3. Watch Time
Watch time is the most important metric for 2025. If users watch your content all the way through, Instagram will prioritise it in their feed and recommend it to new audiences. Keep in mind that this applies to both video and carousel content. In short: if you want your content to perform well, focus on creating engaging videos that hold people’s attention to the end.
Are Reels Still Worth It?
Absolutely. While there’s been some decline in Reel interactions, Reels still have the widest reach on the platform. If your goal is to attract new followers, Reels should still be a key part of your content plan.
To maximise your Reels reach:
Avoid watermarks from other platforms (like TikTok) – Instagram doesn’t want recycled content.
Keep your Reels under 3 minutes – short, snappy content tends to perform better.
Make sure your content is original or transformed enough to feel fresh for viewers.
Ensure your account is in good standing. Instagram loves creators who follow the rules. Check your account status in your settings to make sure there are no penalties.
Boosting Reach with Carousels
In addition to Reels, regular posts and carousels are also powerful tools for attracting new followers, especially when people share these posts. Here’s a pro tip: you can add audio to your carousels to increase their visibility. This feature is still relatively new, and Instagram is pushing posts with audio, so now’s the time to take advantage of it.
What About Instagram Stories?
While Stories won’t necessarily help you reach new audiences, they’re a fantastic way to keep your existing community engaged. Instagram prioritises stories based on:
How likely someone is to click on your story
How likely they are to like it
How likely they are to reply or send a message
The key to boosting engagement with Stories is interactivity. Use features like polls, Q&A sessions, and stickers to encourage your audience to engage. This will help your stories show up higher in followers’ feeds.
Conclusion: Strategy is Key
Each content format – Reels, carousels, regular posts, and stories – serves a different purpose, and using them all strategically will help you stand out on Instagram. The key is to create engaging, high-quality content that resonates with your followers and attracts new ones.
If your goal for 2025 is to grow your following and increase engagement, make sure your content strategy aligns with Instagram's algorithm priorities. Start incorporating these tips into your Instagram strategy today, and watch your reach and engagement soar!
Is Your Mind Blown With This Info? Need Help With Your Social Media Strategy?
At Creative Core Marketing, we specialise in creating tailored social media strategies that align with the latest trends and algorithms. If you want to optimise your Instagram strategy for 2025, reach out today for guidance and support!
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