INSTAGRAM: ALGORITHM CONSIDERATIONS FOR CONTENT GROWTH IN 2025
Jordana Ripp | 1/26/25
Instagram *cue push notification ding*, the Madonna of digital platforms, constantly evolving and reinventing itself to keep us all on our toes. It’s no secret that the Instagram of today is a far cry from its early days of framed sepia-toned images capturing blurry nights out or polaroid filtered #OOTDs. Jump ahead a year or so and brands started to bleed into the landscape, experiencing the influence Instagram had on their consumer for the first time. Next, a marked shift towards glow up status and content suddenly became sponsored, highly curated, and aspirational. Followers were the key metric, and growth was straightforward: the more followers you had, the more visibility your posts received. And the way to get followers was to be featured on brand pages in the aspirational setting.
This continues on for another 5 years or so then the pandemic hits, which increased the daily reliance on digital, which increased digital production accessibility, which lead to oversaturation (an oversimplification but…), which lead to the Instagram of today. At its basic roots, the platform actually looks a little like a version of its younger self, just with an audience of strangers rather than friends and a bazillion tools at your disposal instead of a couple framed filters. It’s like when the 90s came back in style but instead of unearthing your neon bike shorts and oversized windbreaker, you opted for a more modern version of muted skims bike shorts and an oversized white tee because that’s what’s trending.
The shift back to those more relatable, imperfect moments—blurry photos, no-makeup selfies, and raw, POV-centric storytelling is a response to the connection people craved during the pandemic and has now become an accepted and celebrated form of strategy. Viewers now gravitate to the creators and brands who feel like and extension of themselves—not ones who seem untouchable. In an oversaturated world of creators, the only way to truly stand out is by being you. While anyone can post from a yacht in Italy or a runway in New York, no one else can share your unique perspective on that experience. It’s your individuality and voice that make content memorable and meaningful.
It’s been a hard pill to swallow for most brands that have built empires on aspiration but this new content evolution reflects broader changes in audience preferences, creator approaches, and to a bigger degree, Instagram’s god-like “chicken or the egg” approach to algorithm development.
THE ALGORITHM SHIFT: WHAT MATTERS NOW
Given this content push for relatability, it’s little wonder that the Instagram algorithm of 2025 prioritizes engagement, relevance, and watch time over vanity metrics like follower count. Here’s what you need to know:
Key Identifiers of Quality Content
Shares: Content that people want to share with friends signals high value to the algorithm.
Saves: Posts that users save for later indicate relevance and utility
Engagement: Comments, likes, and interactions in Stories (polls, questions, etc.) play a significant role.
Watch Time: For Reels, the longer users watch (ideally to completion), the better.
What Doesn’t Matter as Much
Follower Count: The shift from a follower-centric algorithm means your reach isn’t limited to your audience.
Likes Alone: While likes still contribute to engagement, they’re no longer the most critical metric for reach.
CONTENT CREATION TIPS FOR TODAY’S ALGORITHM
To create content that thrives on Instagram, keep these principles in mind:
Start Strong with a Hook
They say the first 3 seconds of a Reel or the first line of a caption should grab attention, but in my experience you really only have 1 second to hook with a visual or caption and the next 2 seconds to convince that the viewer is going to be getting something of interest. Whether it’s humor, intrigue, or a question, you need to stop the scroll.Creator Example: @hairby.lexie - Hooks you with “I accidentally ordered dark hair extensions…” with a visual of her very blonde client. Viewer is likely to stop the scroll to see what happens next and how she navigates the awkward situation. Lexie’s content marketing approach involves storytelling around this idea that she’s just “winging it” as a hairdresser when in fact she’s a very good one. Combining her relatable humour with her polished outcomes makes for a good hook.
Leverage Music
Trending sounds are a cheat code for boosting your Reels. The algorithm pushes content with popular audio tracks, so stay updated on what’s trending.Brand Example: @liquiddeath - Utilizes a trending sound to enhance the relatability of the moment that encompasses their product.
Focus on Authenticity
Forget over-polished perfection. Show your personality, share real moments, and don’t be afraid to embrace imperfection.Creator Example: @storiesofcz - Unapologetically himself has he navigates the world around him and often says out loud what most of us are thinking. Relatable and authentic.
Brand Example: @lego - Lego consistently finds new and fun ways to infuse authenticity and relatability into their brand. This particular example of a “failed podcast segment” with the human host interviewing a lego character for advice on diverse investments and relationships, is a comical way to integrate their brand tenants into a relatable format.
Optimize for Shareability
Create content that makes viewers think, “I have to send this to my friend!” Relatable humor, insightful tips, or emotional stories often do the trick.Creator Example: @tokithetoothofficial - This cartoon creator takes everyday situations and turns them into relatable skits that promote shareability and a common sense of community in its intent to entertain.
Encourage Interaction
Use interactive stickers in Stories/Reels or ask questions in your captions to prompt conversation will help drive engagement and signal to the algorithm that this is a quality post. Instagram has launched the ability to now add polls and prompts to your comment section, which I haven’t seen utilized much as yet, but would be a good way to kick start conversation in relation to your post.
CONTENT FORMS
All content forms have their place in the marketing mix but some are ranked higher by the algorthim than others:
Reels - Highest ranking form and has the ability to reach further towards prospective new audiences
Carousels - With the ability to upload up to 20 images and videos, this format gives you the opportunity to hook your viewer not once but twice. If the first image doesn’t get the viewer scrolling right and taking action, then the algo will give you a second chance by serving the viewer another image from the collection at a later time.
Stories - These are only viewed by your audience or anyone who navigates to your page manually. These are great for serving your existing community and keeping them interested and engaged
Lives - The main benefit is real-time engagement with your audience which the algo will highlight at the top of your followers feed. If the Live starts to kick off in a significant way, it may be pushed to the discover page which will then help to attract new viewers.
VANITY METRICS: DO THEY STILL MATTER?
Vanity metrics (likes, followers, etc.) have taken a back seat to actionable metrics like shares and saves. However, they’re not entirely irrelevant:
Likes: Indicate surface-level approval and can still boost visibility.
Followers: Signal trust and authority, but they don’t guarantee reach.
What matters most is how your content makes people feel—and whether they’re compelled to interact, share, or spend time on it.
RELATABLE IS HERE TO STAY
Instagram’s evolution reflects a larger cultural shift toward valuing connection over perfection. The algorithm supports creators and brands who prioritize relatability, authenticity, and engagement. By leaning into these trends and understanding the algorithm’s priorities, you can thrive on the platform in 2025 and beyond.