How the Instagram Algorithm Works in 2025: A Deep Dive for Brands and Businesses

Introduction

Undoubtedly, the instagram algorithm has always been a buzzing topic among social media managers, D2C brands and even content creators. It is crucial to keep up with Instagram’s ever-changing ranking system. In 2025, Instagram continues to evolve its approach and ranking system using AI-driven personalization, prioritising authentic engagement and rewarding high-quality content.

The key here is to understand deeply about how Instagram ranks content across different features, such as Feed, Reels, Explore Page and stories. This way, you can maximise your reach and engagement with minimal efforts. In this blog, we will break down Instagram’s latest 2025 algorithm, highlight updates from Instagram’s statements, and provide actionable strategies to ensure your content gets visibility.

The Truth About the Instagram Algorithm

A common misconception that brands and creators believe in, is Instagram controlling everything with one single algorithm. However, Adam Mosseri, Head of Instagram, has recently clarified in in his blog post that Instagram utilizes multiple algorithms, classifiers and processes, each fine-tuned for different sections of the app.

Here is a simple breakdown of each Instagram section:

• Feed prioritizes content from accounts that users interact with most.
• Reels focuses on entertainment, surfacing engaging short videos from both followed and new accounts.
• Explore curates trending content based on user interests and preferences.
• Stories prioritize updates from close connections and frequent interactions.

Search ranks content based on relevance, keywords, and past activity.

The Most Important Ranking Factors in 2025

Although Instagram’s ranking system relies on thousands of signals, the most critical ones include,

1. User Activity and Engagement

Instagram mainly tailors content based on what users interact with. Therefore, the platform mainly tracks the following metrics,

• Likes, comments, and shares: More engagement signals higher interest.
• Watch time: Longer watch durations automatically boost content ranking.
• Saves: Saved posts are seen as highly valuable and relevant, further pushing them higher.

2. Post Popularity

This is probably the most obvious point, but super important for businesses and creators trying to grow on Instagram. A post that receives a high amount of engagement quickly will rank higher. Therefore, the role of your followers’ interaction naturally affects your reach with non-followers.

For instance, if a reel gains considerable shares in the first hour, Instagram will get signalled and further amplify its reach to non-followers.

3. Relationship Between the Creator and Viewer

Content that has been posted from an account that a user interacts frequently will be prioritized first in their feed and stories. This form of interaction can be comments, DMs and saves. Therefore, tracking engagement metric is far more important than checking your reach, impressions count or likes.

4. Content-Type Preferences

Instagram also notes and acts upon the type of post that a user interacts with. If a user majorly interacts with reels, they will be shown more reels in their explore section and feed. On the other hand, a user who engages more with carousel posts will be shown more carousels.

Understanding Instagram’s Algorithm for Each Feature

Feed Algorithm

Gone are the days when the Instagram feed used to just provide updates and posts from followed accounts. In 2025, feeds have been designed to evolve as per users’ interests and preferences. It has started recommending new content based on what it predicts users will like and engage with. The main ranking factors here include,

• Your previous interactions with an account
• Popularity of a post (engagement within the first few hours)
• Format preferences (photos vs. videos)

Tip: To maximise your reach, ensure that you interact within the first 30 minutes of posting. You can simply reply back on your previous comments, engage with first 20 accounts in your niche, or answer existing DMs.

Reels Algorithm

Reels have evolved to be Instagram’s topmost priority for growth. Mosseri, in a recent update, has highlighted the three biggest signals for Reels ranking:

• Watch time: The longer a Reel holds attention, the better it performs.
• Likes per reach: A high like-to-reach ratio signals quality and relevance.
• Shares per reach: If users share a Reel via DMs or their stories, it’s more likely to trend.

Tip: Optimize reels by creating highly engaging, short-form videos that capture audience attention within the first 3 seconds. A strong hook and compelling storytelling is the key to win your audience in 2025.

Explore Algorithm

Let’s come to one of the most important sections of Instagram: Explore, which is meant for content discovery. Instagram ranks posts here on the basis of how likely users are to interact with them. Thus, posts that perform good on Feed and Reels are often pushed into the Explore section.

Tip: Leverage trending audios, hashtags, and collaborations to increase the chances of being surfaced in the Explore section.

Stories Algorithm

Have you ever noticed that some of the accounts always appear first in your Instagram stories section? This is primarily because of how Instagram ranks them based on engagement history. For instance, if a user frequently reacts to or watches your stories, they will continue seeing them at the top.

Tip: Nobody likes watching promotional or boring Instagram stories in 2025. Ensure that you use interactive stickers (such as, polls Q&A, countdowns) to boost your engagement.

AI’s Role in the Instagram Algorithm

The role of AI in impacting social media has become increasingly stronger, especially when it comes to personalizing content distribution. Instagram’s learning models mainly analyze the following aspects:

• User behavior trends to predict what content they’ll engage with.
• Sentiment analysis to determine if content is positive or engaging.
• Virality potential based on early engagement metrics.

How AI Helps Creators

AI-driven social media management tools like Deepsolv are now helping brands optimize their content in real-time by:

• Boosting engagement for brands by automating their DMs and comments
• Providing detailed and actionable data-based insights
• Maintaining authentic & robust re-engagement through retargeting

Curious to know more about how Deeosolv can become a part of your Instagram’s glow-up journey in 2025? Schedule a limited discovery call with us.

Practical Tips to Rank Higher on Instagram in 2025

1. Encourage Saves and Shares

Optimize content to attract saves and shares, as these are now more powerful ranking signals than likes. Example: Make "save-worthy" infographics or instructive carousels.

2. Use SEO Strategies for Instagram Search

Instagram now uses SEO principles to rank posts. Follow these simple and actionable tips to make your content more effective:

• Use keywords naturally in captions (e.g., “Instagram engagement tips for 2025”).
• Add alt text to images for increased discoverability.
• Optimize your profile bio with relevant keywords, but don’t clutter them excessively.

3. Leverage Instagram’s New Features

Instagram gives new features first priority in order to increase adoption. To increase reach, make use of AI-generated suggestions, interactive stories, and reels.

4. Post at Peak Engagement Times

Early engagement is maximized when you post when your audience is engaged. To determine the best time to post, use analytics tools.

Common Instagram Algorithm Myths (Debunked)

Myth: Business Accounts Get Less Reach

Fact: As reported by TechCrunch, Instagram does not suppress business accounts in the Feed. In fact, personal and business accounts have similar potential to rank higher and gain visibility.

Myth: Instagram Hides Posts That Don’t Get Likes Fast

Fact: While early engagement is important, average watch time and saves matter more than immediate likes.

Myth: Switching to a Personal Account Increases Reach

Fact: Instagram’s ranking is based on engagement, not a particular account type.

Conclusion

Instagram's 2025 algorithm places a strong emphasis on AI-driven ranking variables, interaction, and personalization. For organizations and creators hoping to expand their audience, it is essential to comprehend these signals and adjust their content accordingly.

By leveraging authentic engagement strategies, AI-powered tools, and SEO optimization, you can ensure your content remains highly visible, no matter how the algorithm evolves.