Instagram’s 2025 Algorithm: What Creators & Marketers Need to Know
If you're a creator or social media marketer, Instagram just threw a curveball your way, but in a good way! The platform’s algorithm is evolving (again), and understanding how it ranks content is the key to getting your posts in front of more eyeballs.
In 2025, Instagram is doubling down on three major ranking factors: Watch Time, Likes per Reach, and Sends per Reach. These elements determine how your content performs, whether you're reaching your loyal followers or attracting new audiences.
At the beginning of February, the CEO of Instagram, Adam Mosseri, explained a little bit about this change on a reel.
Let’s break it all down and, more importantly, talk about how you can use these changes to your advantage.
Instagram’s 3 New Ranking Priorities (And Why They Matter)
1. Watch Time: Keep ‘Em Watching!
Instagram now cares more than ever about how long people spend watching your content. The longer they stay engaged, the more the algorithm sees your post as valuable.
Here’s the catch: it’s not just about total watch time, it’s also about the percentage of the video watched.
If someone watches 10 seconds of your 1-minute video, it carries the same weight as someone watching 10 seconds of a 10-second clip.
If people consistently drop off early, Instagram takes that as a signal that your content isn’t engaging enough.
How to Win at Watch Time:
Hook viewers in the first 3 seconds.
Use captions to keep people engaged (most users watch on mute).
Keep your videos concise and straight to the point.
2. Likes per Reach: Engagement is Everything
Gone are the days of vanity metrics. Instagram now looks at how many people actually like your post compared to how many see it.
This means a post with 10,000 views but only 50 likes? Not great. A post with 500 views and 100 likes? Goldmine.
How to Get More Likes per Reach:
Create content that resonates emotionally, joy, humor, inspiration, or surprise work best.
Write captions that encourage likes (“Double tap if you agree!”).
Use clear, high-quality visuals that stand out in the feed.
3. Sends per Reach: Shares Are the New Currency
Instagram now loves content that gets shared. The more people send your post via DMs, the better.
This is especially important if you're trying to reach new audiences. Instagram prioritizes posts with high share rates, meaning your content is more likely to land on Explore pages and in recommendations.
How to Get More Shares:
Post relatable content that people want to share with friends.
Use trending topics and memes that encourage conversation.
Share tips, hacks, or valuable insights that make people say, "I need to send this to someone!"
How Instagram Treats Followers vs. Non-Followers
Now, here’s where things get really interesting. Instagram weighs these ranking factors differently depending on who’s seeing your content.
For Your Followers → Likes matter more than shares.
For New Audiences → Shares matter more than likes.
Translation? If you want your current followers to keep seeing your content, focus on getting more likes. But if you’re trying to grow your audience, you need more shares.
How to Adapt & Boost Your Content in 2025
Now that we know how Instagram’s new algorithm works, let’s talk strategy.
1. Optimize Your Watch Time
Open with a strong hook—stop the scroll!
Get to the point fast—attention spans are short.
Use jump cuts, text overlays, and fast pacing to keep viewers engaged.
2. Encourage Likes & Shares
Ask direct questions in your captions.
Use interactive elements like polls and emoji sliders in Stories.
Create content that sparks conversation (controversial opinions work wonders!).
3. Make Your Content Share-Worthy
Post valuable, snackable content, quick tips, hacks, or bite-sized info.
Use humor, memes, and relatable content to encourage DMs.
Stay on top of trends and challenges that people love to reshare.
Other Important Instagram Changes in 2025
Besides these algorithm updates, Instagram has also made a big shift in its analytics.
Views Are Now the Primary Metric
Instead of focusing on likes and comments, Instagram is now using views as the key performance indicator for all content - Reels, Stories, and even Photos.
Why? Because views show real engagement. Someone might not double-tap your post, but if they watched it all the way through, Instagram considers that valuable.
What This Means for You:
Track your views more than anything else.
Keep experimenting with content formats to see what gets the most views.
Double down on video content, since it naturally drives higher view counts.
Final Thoughts: The Instagram Playbook for 2025
Instagram’s 2025 algorithm is all about engagement, not just who sees your post, but how they interact with it. If you want to win on Instagram this year, focus on:
Keeping people watching (watch time)
Encouraging more likes per view
Getting more shares and DMs
This isn’t about gaming the system, it’s about creating content that truly connects with people. And when you do that, the algorithm will reward you with more reach, more engagement, and more growth.
So, what’s your next move?