5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Strategy
Instagram algorithm tips for 2025:
Everything you need to know
The Instagram algorithm affects everyone who uses the platform. Learn
the latest ranking factors and make sure your content gets seen.

Alyssa Hirose
April 2, 2025

Also available in

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

Cookie Preferences

https://blog.hootsuite.com/instagram-algorithm/ 1/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Table of Contents
What is the Instagram algorithm?
We useInstagram algorithm
cookies to provide changes
you with for 2025
our website and
services, monitor site usage and analyze web traffic,
provideTop Instagram
enhanced algorithm
functionality ranking
and services, factors
and
personalize ourtomarketing
13 tips optimize and advertising
your content content based
for Instagram’s algorithm,
on your interests. We use our own and third-party cookies
according to the experts
for social media, analytics and advertising purposes. You
may opt-out of optional
Instagram cookies by
algorithm clicking on Cookie
FAQs
Preferences. For more information see our Cookie Notice

To be loved is to be seen. But when the Instagram algorithm determines how

many people see you, and how often, sometimes it’s tough to get that love (or

https://blog.hootsuite.com/instagram-algorithm/ 2/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

even that like).

The good news? Meta is sharing more information than ever about how
different ranking signals impact your performance on the app, and we talked
to experts Eileen Kwok (Social Marketing Specialist at Hootsuite) and Jason
Fung (Marketing Coordinator at Black & White Zebra) for advice on using the
Instagram algorithm to your advantage.

Bonus: Download a free social SEO checklist and follow pro tips for
Facebook, Instagram, TikTok, YouTube, Twitter, and LinkedIn to get your
posts seen by more people.

What is the Instagram algorithm?

The Instagram algorithm is a series of ranking factors that determines what
each user sees on the platform. Using information about what you like and
who you follow, the ranking technology makes predictions about what kinds
of Instagram posts suit you.

The order in which you see posts, Stories, and Reels is also decided by this
ranking system: Instagram will show you content that ranks highest, first.

The point of the Instagram algorithm is to give all users an experience that’s
We use cookies to provide you with our website and
totally customized.
services, Whatand
monitor site usage comes upweb
analyze on traffic,
my scrolls through Instagram Reels
(largely
provide wedding planning drama
enhanced functionality — I’mand
and services, not planning a wedding but I am
personalize our marketing and advertising content based
nosy) will be different from what comes up on yours.
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
Instagram’s
may opt-out goal is to cookies
of optional use ranking technology
by clicking on Cookie to give everyone an
Preferences. For more information see our Cookie Notice
individualized, net positive experience on the app.

https://blog.hootsuite.com/instagram-algorithm/ 3/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

How does the Instagram algorithm work?

Blog Free Trial
The Instagram team makes regular changes and updates to the algorithm to
continuously better the user experience — which can be kind of annoying
when you’re trying to research exactly how it works.

For example, in early 2025, Instagram has shifted away from the “algorithm”
altogether, and instead states that AI systems are used to determine ranking.
“Each AI system has models that enable it to make multiple predictions about
content,” Meta explains.

AKA the AI learns through interpreting input signals — data like likes,
comments, and shares — and using machine learning to decide what content
is most relevant to you.

AI and algorithms are different (an algorithm is a defined set of rules, whereas
AI will “learn” and adapt based on the user’s experience) but the fact remains
that Instagram’s ranking technology works by analyzing a user’s behaviour on
the app, then using that information to predict what they’ll want to see next.

Posts that go against Instagram’s Community Guidelines are always

downranked, so keep that in mind, too.

Read on to see how AI ranks your Instagram content.

2025 Instagram Feed algorithm

We use cookies to provide you with our website and
Asservices,
Meta explains, the
monitor site AI systems
usage used
and analyze webto determine what posts you’ll see on
traffic,
provide enhanced functionality and services, and
your feed will determine the 500 posts that are most relevant to you, then use
personalize our marketing and advertising content based
different signalsWe
on your interests. to rank those
use our 500third-party
own and posts: the posts ranked highest will be at
cookies
for social media, analytics and advertising purposes. You
the top of your feed, and the posts ranked lower will follow.
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice
Your feed content is ordered based on:

How likely you are to spend more than 10 seconds on the first post.
Signals that influence this include how much time you’ve spent viewing
https://blog.hootsuite.com/instagram-algorithm/ 4/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

the author’s posts, how many videos you’ve viewed, how many times
you’ve viewed the author’s posts, and which device platform you’re using
to view content.
How likely you are to click on the profile of a post’s creator. Signals
include how many times you’ve viewed the author’s profile and posts from
that author, how many times the author’s profile has been clicked by
followers, and how many times people have clicked on the profile of the
author.
How likely you are to click to comment on a post. Signals include how
many times you’ve clicked “View all comments” on posts and how many
times you’ve clicked to comment on posts.
How likely you are to reshare a post. Signals influencing this prediction
include:

How many posts you’ve reshared to followers out of the posts you’ve
viewed
How many times the post has been reshared
How many times you’ve shared the author’s posts externally
How many times the post has been shared externally
How many times you’ve shared a post externally

How likely you are to scroll to the next post. Signals include how many
times others have scrolled to the next post after viewing this post, how
many times you have viewed or scrolled to the next post, and how many
impressions a user spends viewing media in a specific age range (14-21
Wedays old, 1-3todays
use cookies old,
provide youand
with8-14 days old)
our website andover a period of 7 days.
services, monitor site usage and analyze web traffic,
Additionally, the number of reels a viewer has viewed over a 12-hour period
provide enhanced functionality and services, and
can impact
personalize this.
our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
Other factors include how likely you are to engage with specific types of posts,
may opt-out of optional cookies by clicking on Cookie
click on videos,
Preferences. or interact
For more withsee
information stories — find
our Cookie the full list of ranking factors for
Notice
your Instagram feed here.

https://blog.hootsuite.com/instagram-algorithm/ 5/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

According to Adam Mosseri, Head of Instagram, at a high level, there are two
types of ranking on Instagram:

Connected reach (accounts that follow you)

Unconnected reach (accounts that don’t yet follow you).

For both, the top three signals that matter most for ranking are watch time,
likes, and sends.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 6/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

mosseri and creators View profile

Original audio

We use cookies to provide you with our website and

View more on Instagram
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
53,834 likes
on your interests. We use our own and third-party cookies

mosseri
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
I’m going to break down how ranking works on Instagram in a series of videos in
Preferences. For more information see our Cookie Notice
a way that hopefully helps creators best leverage the platform.
At a high level, there are two types of ranking on Instagram:
- Connected reach (accounts that follow you)
- Unconnected reach (accounts that don’t yet follow you)
https://blog.hootsuite.com/instagram-algorithm/ 7/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

For both, the top three signals that matter most for ranking are watch time, likes
and sends. So when looking at your insights, pay close attention to average
watch time, likes per reach, and sends per reach.
One nuance: likes are slightly more important for connected content, and sends
are slightly more important for unconnected content.
Let me know what else would be helpful to unpack about ranking and I’ll try to
get to it ✌🏼
View all 2,881 comments
Add a comment...
So, when checking your insights, pay close attention to your average watch
time, likes per reach, and sends per reach. These signals are key to
understanding how your content performs with both your current followers
and new potential ones.

2025 Instagram Reels algorithm

Meta says that the AI system that handles Instagram Reels Chaining
“automatically determines which reels show up, and in what order, by
predicting what you’re most likely to be interested in or engage with.” The
system gathers about 100 reels and ranks them.

Reels are delivered to you based on:

How likely you are to comment on a Reel. Signals include which creators
have you commented on in the past and how much time viewers from
We use cookies to provide you with our website and
your country have spent on the Reel.
services, monitor site usage and analyze web traffic,
provide
Howenhanced
likely youfunctionality and services,
are to follow and of a Reel. Signals include which
the creator
personalize our marketing and advertising content based
on creators youWe
your interests. followed andand
use our own how many followers
third-party cookies the creator has received
forfrom
social this video.
media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
How likely
Preferences. For you
moreare to shareseethe
information ourReel outside
Cookie Notice Instagram. Signals include
how much time you’ve spent on Reels and how many times you’ve shared
a post externally.

https://blog.hootsuite.com/instagram-algorithm/ 8/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

How likely you are to use the audio from a Reel. Signals include how many
times you’ve clicked the audio link in Reels you’ve seen and how many
times you’ve clicked “Use audio” after clicking the audio link.
How likely you are to follow the author of a Reel. Signals include the
number of followers the author received through the Reel and which
authors you’ve followed.

Other factors include how likely you are to watch less than three seconds of
the Reel, how likely you are to click ‘Interested’ after watching, how likely you
are to click on this Reel in the Explore tab and more. For a complete list of
Meta’s AI systems for Reels chaining, read this.

Want to take your Reels up a notch and land on Recommendations? Mosseri

insists your Reels deliver on these 5 criteria:

1. No watermarks
2. Add audio
3. Make sure videos are 3 minutes or less
4. Post original content
5. Check Account Status in your profile settings to confirm that your account
is in good standing

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 9/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

mosseri and creators View profile

Original audio

We use cookies to provide you with our website and

View more on Instagram
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
49,106 likes
on your interests. We use our own and third-party cookies

mosseri
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
This is the second video in a short series where I’m breaking down key things to
Preferences. For more information see our Cookie Notice
know about ranking on Instagram. The best way to maximize your reach is to
have your content show up to people who don’t yet follow you in
recommendations, which are an increasingly important part of the app.
Please keep these five things in mind if you want your content to be eligible for
https://blog.hootsuite.com/instagram-algorithm/ 10/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know
recommendations:
- No watermarks
- Add audio, especially if you’re posting photos or carousels
- Make sure videos are 3 minutes or less
- Post original content
- Check Account Status in your profile settings to confirm that your account is in
good standing
Hope this helps ✌🏼
View all 3,500 comments
Add a comment...

2025 Instagram Stories algorithm

Similar to your feed and Reels, Instagram’s AI technology uses a variety of
signals to predict what you’ll want to see most in your stories.

Stories are ranked based on:

How likely you are to click on a story. Signals include how often you view
stories and posts from that creator, and what device you’re using IG on.
How likely it is that the creator is your personal friend or family member.
Signals include the number of DMs you and the creator have exchanged
and whether or not you are friends on Facebook.
How likely you are to tap into the creator’s profile page from the story.
Signals include the number of times you’ve gone to the creator’s profile
and how many friends/followers you have in common.
We use cookies to provide you with our website and
How monitor
services, likely you
site are toand
usage exitanalyze
the story. Signals include how many times
web traffic,
you’ve
provide closedfunctionality
enhanced a story andandhow many
services, stories you’ve viewed from the
and
personalize our marketing and advertising content based
creator.
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
Other signalsofinclude
may opt-out how likely
optional cookies you are
by clicking to respond to a story’s question, poll or
on Cookie
Preferences. For more information see our Cookie Notice
response, as well as how likely you are to like, reply to, or swipe to the next
story. For a complete list of all the story ranking signals, go to Meta’s
Transparency Centre.

https://blog.hootsuite.com/instagram-algorithm/ 11/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Per Mosseri, the most important ranking factors for Stories are:

How likely you are to tap on the Story in the first place
How likely you are to like that Story
How likely you are to send a message or reply to that Story

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 12/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

mosseri and creators View profile

Original audio

We use cookies to provide you with our website and

View more on Instagram
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
52,317 likes
on your interests. We use our own and third-party cookies

mosseri
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Talking about Stories for the third video in a series explaining ranking on
Preferences. For more information see our Cookie Notice
Instagram. For the vast majority of creators, posting to Feed is going to be the
best way to reach as many people as possible because Stories are designed to
connect people with their friends.
If you do use Stories, think of them as a way to reach your most passionate
https://blog.hootsuite.com/instagram-algorithm/ 13/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know
audience with behind-the-scenes, timely content. The most important signals
we look at when ranking Stories are the likelihood that you’ll tap on the story,
like the story, or reply with a message.
Hope this helps ✌🏼
View all 2,310 comments
Add a comment...

2025 Instagram Explore Page algorithm

Finally, there’s the Explore Page — the go-to spot to see content from creators
and businesses you don’t follow (yet). To build your Explore Page, Instagram
uses AI and input systems that, according to Meta, “are dynamic and change
frequently as the system learns and improves over time.”

In fact, the Explore Page has the most ranking signals of all (over 30). We’ll list
a few of them here:

How likely you are to follow the creator. Signals include how many follows
the post has gotten from Explore and the number of times you’ve visited
the creator’s profile lately.
How likely you are to view the post for more than five seconds. Signals
include the amount of time you’ve spent viewing this creator’s posts on
Explore and how many other people have seen the post on Explore.
How likely you are to watch 95% or more of a video. Signals include how
many other people have done this, and the amount of time you’ve spent
Wewatching
use cookiessquare posts
to provide on Explore.
you with our website and
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
For the complete list of 36 ranking signals used to build your Explore Page,
personalize our marketing and advertising content based
check out
on your Meta’sWe
interests. Transparency Centre.
use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 14/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Instagram algorithm changes for

2025
Instagram’s AI ranking systems are constantly developing and changing. Here
are a few of the platform’s most recent updates:

A focus on creativity and connection: Instagram head Adam Mosseri said

that 2025 will be all about creativity and connection, and that the platform
is enhancing AI tools to foster that. “The algorithm will start prioritizing
and rewarding content that is original and creative,” says Kwok.
Shares as a top ranking signal: “The platform is also going to be doubling
down on messaging, as it’s the primary way people share content,” says
Kwok. She recommends social media managers brainstorm content that
incentivizes Instagram users to hit “share.”
Trial Reels: In December 2024 Instagram introduced Trial Reels, which
allow users to create a Reel that is shown only to non-followers. Trial Reels
are a great way to test if your content ranks highly before sharing it to your
audience.
Recommendation Reset feature: “Meta’s launching a new feature that
allows users to reset their algorithms and ultimately rebuild their content
feed,” says Fung. Once this feature is launched, you’ll be able to refresh
your personal ranking systems — build your feed brick by brick, as they
say.

WeTeen Restriction
use cookies to provideAccounts launch:
you with our websiteTeen
and accounts were launched in late
2024/early
services, monitor2025 with and
site usage theanalyze
intentwebto protect
traffic, young internet users: they are
provide enhanced functionality and services, and
“automatically set to more protective teen safety settings,” according to
personalize our marketing and advertising content based
on Meta. If younger
your interests. We useusers areand
our own partthird-party
of your target
cookies audience, Fung points out
for social media, analytics and advertising purposes. You
that this launch is “a great reminder to reevaluate your current social
may opt-out of optional cookies by clicking on Cookie
content For
Preferences. to ensure there isn’t
more information seeharmful
our Cookie content
Notice that may affect your
algorithm effectiveness for Gen Z.”

https://blog.hootsuite.com/instagram-algorithm/ 15/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Top Instagram algorithm ranking

factors
The 3 most important ranking factors of the Instagram algorithm are:

Relationship between the creator and the viewer. Do you follow each
other? Do you message each other or leave comments? If you have a
repeated interaction history with a specific user in the past, you are more
likely to see the new content they post. (This is very important for
businesses: Active community management, including responding to
direct messages and comments, can improve a brand’s visibility on
Instagram.)
Interest. Does a user typically interact with this type of content? When the
Instagram algorithm recognizes that a user enjoys a specific content type
or format, it shows them more of the same.
Relevancy. Instagram decides how “relevant” every piece of content is. This
includes an analysis of where it fits with trending topics as well as the
timeliness factor (recent posts are considered more relevant than older
posts).

#1 for Instagram
marketing
Schedule posts, Reels, and Stories. Answer
We use cookies to provide you with ourcomments
website and and DMs, and build beautiful
services, monitor site usage and analyze web traffic,
reports.
provide enhanced functionality and services, andIt’s so easy.
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes.Start
You free 30-day trial
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 16/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

13 tips to optimize your content

for Instagram’s algorithm,
according to the experts
Instagram algorithm tips for feed posts
1. Interact in the comments
Kwok notes that engagement (both outbound and inbound) is important
when it comes to a post’s ranking. “Take the conversation further in the
comments,” she advises.

Replying to positive comments on your posts, even just to say thank-you, helps
give your content a boost.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

Source: @bkind.products

Who this is for: Brands, businesses, and creators

https://blog.hootsuite.com/instagram-algorithm/ 17/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Why it works: Connection and community go both ways — when you engage
with your Instagram followers, they’ll engage back. This will lead to more
comments on your posts, and a higher ranking on the IG feed.

How to do it: Reply to every comment you can, and encourage your followers
to interact with your posts. “Consider including a CTA or posing a question in
your caption,” Kwok suggests.

2. Be concise
Feed content can be passed over with a quick scroll, so it’s important to deliver
value as promptly as you can. “Remember you only have a couple seconds to
capture your audience’s attention,” Kwok notes.

This Reel is just a single shot with a single line of text, but it’s very effective.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 18/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Source: @dohhut

Who this is for: Brands, businesses and creators

We use
Why cookiesOne
it works: to provide you with our ranking
of Instagram’s website and
signals is how long a user spends
services, monitor site usage and analyze web traffic,
viewing your post.
provide enhanced When your
functionality andcontent is too complex or (gasp) boring, you risk
services, and
losing a wider
personalize our audience (and
marketing and losing points
advertising contentwhen
based it comes to ranking).
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
How
mayto do it:of“Be
opt-out simple
optional with
cookies byyour messaging,”
clicking on Cookie Kwok recommends. Create
clear, conciseForcontent
Preferences. viewers see
more information canourimmediately
Cookie Noticeflag as interesting,
entertaining or useful.

https://blog.hootsuite.com/instagram-algorithm/ 19/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Instagram algorithm tips for Reels

3. Keep Reels under 90 seconds
Reels can be up to 3 minutes, but experts recommend sticking closer to a
minute and a half. “Keep ’em short and sweet,” says Fung.

This Reel, for example, is less than 20 seconds.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice
Source: @jlpatisserieaz

Who this is for: Brands, businesses, and creators

https://blog.hootsuite.com/instagram-algorithm/ 20/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Why it works: Short Reels are backed by the Instagram team: “Last year,
Instagram released a ‘Best Practices’ feature for IG creators, and they made
notes on posting shorter reels, also echoed by Adam Mosseri,” says Fung. Plus,
one of Instagram’s ranking signals is how many times your video was watched
in its entirety (the shorter your video is, the more likely viewers will watch till
the end).

How to do it: Keep a 90-second time limit in mind when shooting the majority
of your Reels, and consider making a series if your content doesn’t fit within
that time frame.

4. Loop your Reels

A viewer will often watch a looped video more than once (especially if they
don’t realize it’s looped at first).

I double-duck dare you to watch this one only once.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 21/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Source: ducks_in_space

Who this is for: Brands, businesses, and creators

We use
Why cookiesFung
it works: to provide you with
explains ourIG
that website
reliesand
on watch times as a ranking signal,
services, monitor site usage and analyze web traffic,
and looping
provide yourfunctionality
enhanced videos “stretches thatand
and services, time as much as possible.”
personalize our marketing and advertising content based
on your
How interests.
to do it: End Weyour
use our ownwith
video and third-party
a phrasecookies
or shot that blends seamlessly into
for social media, analytics and advertising purposes. You
the
maybeginning — for example,
opt-out of optional cookies by if your video
clicking starts with, “Looping your Reel is
on Cookie
the best wayFor
Preferences. tomore
hackinformation
the algorithm,” it could
see our Cookie end with, “And that’s why — ”…
Notice
you get it.

https://blog.hootsuite.com/instagram-algorithm/ 22/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Instagram algorithm tips for Stories

5. Post stories often
“Post consistently to remain as high as possible in your audience’s feed,” Fung
explains. The more you post, the more opportunities viewers will have to see
your content.

Instagram tends to show accounts with Stories currently posted first in search,
too.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

Who this is for: Brands, businesses, and creators

https://blog.hootsuite.com/instagram-algorithm/ 23/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Why it works: In late 2024, a post from Adam Mosseri stated “creators who
post to Stories often see fewer unfollows than creators who don’t, which can
lead to stronger growth over time.”

How to do it: Plan ahead and schedule your Stories to make sure you’re
posting consistently, and consider sharing new posts as story reposts so your
audience has more channels to view your content.

6. But don’t post too many at once

Too many Instagram Stories can be overwhelming for a viewer. “The moment
your Story slide count goes over five, you’ll start to notice a dip in views and
engagement,” says Kwok.

When the story bars look tiny (as in the example below), users may lose
interest.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 24/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Who this is for: Brands, businesses, and creators

Why it works: Instagram’s Story ranking signals take into account how many
times a viewer has exited or swiped past your Stories, and your Stories won’t
We use cookies to provide you with our website and
beservices,
given monitor
high priority if your
site usage audience
and analyze web is getting bored and giving up.
traffic,
provide enhanced functionality and services, and
How to do it:
personalize ourStrategically
marketing andplan your Stories
advertising out (a social media calendar can
content based
on your interests. We use our own and third-party cookies
help with this) and focus on quality, not quantity. “Try to convey your message
for social media, analytics and advertising purposes. You
inmay
a couple
opt-outslides,” Kwok
of optional advises.
cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

7. Encourage interaction

https://blog.hootsuite.com/instagram-algorithm/ 25/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Our experts agree that engaging content is extremely important when it

comes to Instagram Story ranking. “Interactions will increase how far up your
brand appears in the user’s Stories bar,” says Fung.

Stories that use link stickers, like the one below, are also great for driving traffic
to a website, contest or online store.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social
Source: media, analytics and advertising purposes. You
@vancouvermagazine
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice
Who this is for: Brands, businesses, and creators

Why it works: The more people engage with your story through likes,
comments, or sticker interactions, the higher Instagram will rank it — and
https://blog.hootsuite.com/instagram-algorithm/ 26/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

more users will see it.

How to do it: “Get creative with different Story features,” Kwok suggests. “Set
up polls, questions, and quizzes to spark engagement and start a
conversation.”

Instagram algorithm tips for carousel posts

8. Create save-worthy content
“Saves signal huge interest and engagement,” says Fung. “Lean into content
that users would want to save for later use.”

The below post is very save-able: it’s useful and informative.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 27/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Source: @the_foodiediaries

Who this is for: Brands, businesses, and creators

We use
Why cookiesHelpful
it works: to providecontent
you with prompts
our websiteyour
and audience to hit “save.” The more
services, monitor site usage and analyze web traffic,
saves your
provide posts have,
enhanced the higher
functionality your and
and services, content will rank on the Instagram feed.
personalize our marketing and advertising content based
on your
How interests.
to do We use
it: Think tipsour own
and and third-party
tricks, cookies
checklists, life hacks, infographics, how-to
for social media, analytics and advertising purposes. You
tutorials — anything
may opt-out of optionalthat viewers
cookies would
by clicking want to bookmark and remember for
on Cookie
the future. For more information see our Cookie Notice
Preferences.

9. Make scrolling fun

https://blog.hootsuite.com/instagram-algorithm/ 28/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Kwok says that brands that use carousels strategically often get the best
engagement and highest rankings.

The below post, for example, uses a cover that prompts users to scroll to the
next slide.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
Source:
on your@madovermarketing_mom
interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may this
Who opt-out of optional
is for: Brands, cookies by clicking
businesses, on Cookie
and creators
Preferences. For more information see our Cookie Notice

Why it works: When users are incentivized to scroll through your carousel,
they spend more time viewing your post (and this signals a higher ranking to
Instagram’s AI systems).
https://blog.hootsuite.com/instagram-algorithm/ 29/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

How to do it: “Get creative with copy that entices users to continue scrolling
through your carousel,” says Kwok.

Instagram algorithm tips for the Explore

Page
10. Optimize your content for SEO
Fung says that while hashtags have value, social SEO reigns supreme. “It’s
extremely important to write keyword-rich content to enhance content
indexing by Instagrams AI.”

This Reel uses keywords and hashtags like “beginner arm workout,” “workout
for women,” and “toned arms workout” to help reach the creator’s target
audience.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 30/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Source: @caitiejunefit

Who this is for: Brands, businesses, and creators

We use
Why cookies“It’s
it works: to provide youbest
in your with interest
our website toand
ensure all aspects of your
services, monitor site usage and analyze web traffic,
brand/content
provide enhanced arefunctionality
constantly optimized,”
and services, andFung explains. Using keywords in
your bio andourcaptions
personalize marketing helps the platform
and advertising determine
content based what your content is
on your interests. We use our own and third-party cookies
about and who should see it.
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
How to do it:For
Preferences. Use altinformation
more text whenever
see ouryou canNotice
Cookie and ensure you’re including
relevant keywords in your Instagram captions and hashtags.

https://blog.hootsuite.com/instagram-algorithm/ 31/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

11. If you go viral, keep up the momentum

Going viral isn’t an excuse to sit back and relax — in fact, it’s a great
opportunity to make the most of the sudden influx of attention and
engagement.

A Reel posted immediately after a viral Reel will often perform better than
average, as exemplified below.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
Source: @williammattarlawoffices
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Who this is for:
Preferences. Brands,
For more businesses,
information see ourand creators
Cookie Notice

Why it works: Adam Mosseri says that posting “in the next day or two” ensures
that you’re capitalizing on your virality: your high-ranking viral video will

https://blog.hootsuite.com/instagram-algorithm/ 32/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

prompt Instagram’s AI to rank your next few videos highly, too.

How to do it: Replying to comments with Reels is a simple way to piggyback

off of a viral post.

Instagram algorithm tips for Business,

Creator and Personal Accounts
12. Use a hook
“The first 3 seconds of your video is important,” says Kwok. This sentiment is
backed by Instagram head Adam Mosseri.

Shock value can make an excellent hook. For example, milk where it doesn’t
belong.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 33/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Source: @cozycookiesdelivery

Who this is for: Brands, businesses, and creators

We use
Why cookiesEngaging
it works: to provide you withaudience
your our websiteinand
the first three seconds will capture
services, monitor site usage and analyze web traffic,
their attention
provide enhancedand make sure
functionality andthey don’t
services, andscroll away.
personalize our marketing and advertising content based
on your
How interests.
to do Weyour
it: Start use our own and
video withthird-party
somethingcookies
exciting, funny, or surprising,
for social media, analytics and advertising purposes. You
and
maydon’t beofafraid
opt-out tocookies
optional experiment. “Test
by clicking to see what lands with your audience,”
on Cookie
Kwok advises.
Preferences. ForHootsuite can help
more information youCookie
see our makeNotice
sense of your Instagram analytics
metrics.

https://blog.hootsuite.com/instagram-algorithm/ 34/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

13. Engage with similar accounts

Interacting with accounts that are relevant to yours (yes, including your
competitors!) aids Instagram’s AI in figuring out what your content is about —
and who cares about it.

Plus, it’s a way to use Instagram marketing to connect with others. “This will
not only help with algorithms pushing your content, but it’s just generally a
great practice for community and engagement-building,” says Fung.

Businesses in the wedding industry are really good at this kind of interaction:
florists interact with photographers and planners to build their community
and reach.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out
Source: of optional cookies by clicking on Cookie
@oliveandbeanphoto
Preferences. For more information see our Cookie Notice

Who this is for: Brands, businesses, and creators

https://blog.hootsuite.com/instagram-algorithm/ 35/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Why it works: Fung explains that engaging with accounts in your niche will
“help increase visibility and attract a relevant audience through algorithm
relevancy.”

How to do it: Like, comment, and share posts from other brands working in or
around your industry, as well as any influencers who focus on your niche.

Instagram algorithm FAQs

What is Instagram’s algorithm?
Instagram’s 2025 algorithm is actually a series of AI (artificial intelligence)
ranking systems. Using information like who you follow, what you like and how
you engage with other users, this ranking system decides what content you
see and in what order.

How to beat the Instagram algorithm?

To beat the Instagram algorithm, you have to join it: play into the signals that
the AI uses to rank posts. For example, engagement is an important ranking
signal — here are 17 tips for improving your Instagram engagement.

How to resetsite usagethe Instagram

We use cookies to provide you with our website and
services, monitor and analyze web traffic, algorithm?
provide enhanced functionality and services, and
personalize
Meta our marketing
announced in lateand
2024advertising
that theycontent based to be rolling out an option to
are going
on your interests. We use our own and third-party cookies
reset the media,
for social Instagram algorithm
analytics soon: purposes.
and advertising “In just aYou
few taps, you’ll be able to clear
your
mayrecommended
opt-out of optionalcontent across
cookies by Explore,
clicking on CookieReels and Feed and start fresh.”
Preferences. For more information see our Cookie Notice
This option is not yet available, but following Adam Mosseri is a good way to
keep up to date.

https://blog.hootsuite.com/instagram-algorithm/ 36/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

How do I fix my Instagram algorithm?

You can fix your Instagram algorithm (in other words, see more of what you
want to see and less of what you don’t) by interacting with content that you
like — like, comment on, share or send photos, Stories and Reels that you
enjoy.

You can also hit “Not Interested” on Reels you don’t like or mute accounts you
don’t want to see. The AI ranking system will read these signals and alter the
kind of content it serves your Instagram account.

Does the Instagram algorithm downrank

Sponsored posts?
According to Instagram head Adam Mosseri, no. He notes that it’s a common
myth that marking a post as Sponsored dooms it to receive low views and
engagement, but that that’s not true. “It’s important for creators to be able to
mark things as Sponsored without fear of downranking so that they can
comply with local laws all around the world,” he explains. So, make sure your
Sponsored posts are marked as such.

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 37/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

mosseri View profile

Original audio

We use cookies to provide you with our website and

View more on Instagram
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
12,887 likes
on your interests. We use our own and third-party cookies

mosseri
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Debunking a big misconception I hear all the time: we do not downrank content
Preferences. For more information see our Cookie Notice
that’s marked as sponsored.
View all 854 comments
Add a comment...
https://blog.hootsuite.com/instagram-algorithm/ 38/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Save time managing Instagram for business using Hootsuite. From a single
dashboard, you can create, schedule and publish posts directly to Instagram,
engage your audience, measure performance and run all your other social
media profiles. Try it free today.

Get started

Social media algorithm Social media strategy

If you're not reading The Perch...

are you even keeping up?
Get smarter about social — starting now.

Email Address

[email protected]

We useSubscribe
cookies to provide you with our website and
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
Bymay opt-out
Alyssa of optional cookies by clicking on Cookie
Hirose
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 39/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Alyssa is a freelance writer, editor and illustrator

based in Vancouver, BC. Her portfolio ranges from
lifestyle articles to travel journalism to restaurant
reviews to technical writing to editing annual reports
for non-profits—she wears a lot of hats
(metaphorically... in real life, she rarely wears hats).

Read more by Alyssa Hirose

Related Articles

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

Strategy
https://blog.hootsuite.com/instagram-algorithm/ 40/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

2025 Facebook algorithm: Tips and expert secrets to succeed

Find out how the Facebook algorithm ranks content in 2025 and learn what it takes
to get your posts seen on the platform.

February 3, 2025

Strategy
We use cookies to provide you with our website and
services,
40 monitor site
Instagram hacksusagethat
and analyze web traffic,
will grow your account in 2025
provide enhanced functionality and services, and
personalize our marketing and advertising content based
These Instagram hacks will save you tons of time and help you build a truly
on your interests. We use our own and third-party cookies
engaging brand presence on the platform.
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
February 11, 2025
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 41/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Experiments
Experiment: Does early engagement boost reach on Instagram?
See how we tested early engagement on Instagram and get seven simple tactics to
increase your post visibility on the platform.

March 19, 2025

We use cookies to provide you with our website and
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 42/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Strategy
36 Instagram Story ideas for more engagement in 2025
These ready-to-copy creative Instagram story ideas will help you fill up your content
calendar and delight your audience.

February 11, 2025

We use cookies to provide you with our website and
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 43/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

The #1 social media tool

Create. Schedule. Publish. Engage. Measure. Win.

We useTry free to
cookies 30-day
providetrial
you with our website and
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
3,000+ 5-star
Preferences. For more information reviews
see our Cookie Notice ★★★★★

https://blog.hootsuite.com/instagram-algorithm/ 44/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

About Product features

Why Hootsuite Publish
About us Engage
Careers Monitor
Leadership Advertise
Customers Analyze
Newsroom
Social impact and DEI

Pricing Guides
Professional Social Media Marketing Strategy
Team Social Media Analytics
Enterprise Social Listening
We use cookies to provide you with our website and
services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and Best Times to Post
personalize our marketing and advertising content based
on your interests. We use our own and third-partySocial
cookiesMedia Calendar
for social media, analytics and advertising purposes. You
Social Media Engagement
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice
Employee Advocacy
Social Media Monitoring
Social Media Advertising

https://blog.hootsuite.com/instagram-algorithm/ 45/46
5/1/25, 12:51 PM Instagram algorithm tips for 2025: Everything you need to know

Resources
Academy
Resource Library
Case studies
Webinars
App directory
Help center
Product updates
Integrations
Partners

English

© 2025 Hootsuite Inc. All Rights Reserved.

Legal Center Trust Center Privacy Cookie Preferences Accessibility

We use cookies to provide you with our website and

services, monitor site usage and analyze web traffic,
provide enhanced functionality and services, and
personalize our marketing and advertising content based
on your interests. We use our own and third-party cookies
for social media, analytics and advertising purposes. You
may opt-out of optional cookies by clicking on Cookie
Preferences. For more information see our Cookie Notice

https://blog.hootsuite.com/instagram-algorithm/ 46/46