Instagram's algorithm has undergone significant changes in recent years, and understanding these changes is crucial for success on the platform. Adam Mosseri, Instagram's CEO, has provided valuable insights into how the algorithm works in 2025.
The Power of Instagram Stories
While Instagram Stories may not directly contribute to new follower acquisition, they play a pivotal role in audience retention. Mosseri himself has emphasized that creators who post stories frequently experience fewer unfollows. This retention is key to sustainable growth. If you're gaining a couple thousand followers monthly but losing just as many, your net growth is stagnant. By leveraging stories to deepen your connection with your audience, you can significantly reduce unfollows, potentially turning that zero net growth into a thousand or more new followers each month.
The Shift in Content Quality Expectations
The nature of content that performs well on Instagram has also shifted. High production value, once considered essential, can sometimes work against creators. Mosseri advises that unless you're working with premium or luxury brands, overly polished content might make you less relatable. This is particularly true for musicians, athletes, and comedians. The key is to align your content's polish with your brand story and audience expectations. There's a baseline of quality to aim for, but beyond that, focus on storytelling and idea generation rather than production value.
Maximizing Engagement Through Post Format
The Power of Carousels
In terms of post format, carousels have emerged as a powerhouse for engagement. Instagram's best practices now explicitly state that carousels typically outperform single image posts. The rationale behind this is twofold: firstly, multiple pieces of media in a single post increase the likelihood of interactions, which in turn boosts reach. Secondly, if a user doesn't engage with the first slide, Instagram often gives the carousel a second chance by automatically showing the second slide in future impressions.
To maximize this effect, it's crucial to add context through text on the first slide and ensure that your second slide is equally compelling. This strategy gives you double the chances of someone engaging with your post.
The Diminishing Importance of Hashtags
A surprising revelation from Mosseri is the diminished importance of hashtags. Once a cornerstone of content discovery on the platform, hashtags have been largely supplanted by advanced AI that can understand and categorize content based on the video itself and the caption. While they may still offer a marginal benefit, the CEO's advice is clear: your time is better spent on content creation than hashtag strategy.
The Algorithm's Prioritization of Shares
The most potent trigger in Instagram's current algorithm is shares. Mosseri explicitly stated that shares are prioritized even over saves because they align with Instagram's goal of inspiring creativity that brings people together. This doesn't mean you should abandon other types of engaging content, but it does suggest that creating shareable content, be it relatable, funny, or inspiring, should be a key focus in your strategy.
The Nuanced Approach to Watermarks
When it comes to watermarks, Instagram's stance is nuanced. While the platform actively deprioritizes content with watermarks from other apps, Mosseri clarified that using your own logo is perfectly acceptable. However, creators should be cautious and monitor their reach to ensure the algorithm doesn't mistakenly identify their logo as a third-party watermark.
Timing and Frequency: Key Factors for Success
Capitalizing on Viral Momentum
Timing your posts can significantly impact your growth trajectory. Mosseri advises capitalizing on the momentum of a viral post by sharing new content within a day or two. This strategy takes advantage of the increased interest in your content, potentially creating a cascade effect where multiple posts gain traction in quick succession.
Finding the Optimal Posting Frequency
The frequency of posting is another critical factor. While there's no one-size-fits-all answer, Instagram's best practices suggest that accounts posting around 10 times per month (roughly 2-3 times a week) see optimal results. However, Mosseri emphasizes the importance of sustainability and enjoyment in your posting schedule to prevent burnout and maintain content quality.
The Anatomy of a Successful Instagram Video
The Crucial First Three Seconds
The structure of your content, particularly in video format, can make or break its performance. Mosseri stresses the critical nature of the first three seconds of a reel, dubbing it "the hook." This isn't just anecdotal advice; data shows that viewer retention in these initial seconds is remarkably consistent across videos, regardless of their ultimate performance. The differentiation occurs after the three-second mark, with high-performing videos maintaining engagement while others see a sharp drop-off.
To capitalize on this, use text overlays (as many viewers have sound off initially) and clearly set expectations for your content. The hook should immediately communicate the video's value proposition, start with a visually striking or unexpected image, pose an intriguing question, or make a bold statement.
The Role of Audio in Content Performance
Audio usage in content is a double-edged sword. Mosseri reveals that about half of Instagram usage involves audio, making it a powerful tool for engagement. However, this also means that half of the content consumption occurs without sound, underscoring the importance of visual storytelling and captions.
Optimal Video Length for Maximum Engagement
In terms of optimal video length, Instagram's best practices now recommend reels between 30 to 90 seconds for maximum engagement and reach. Videos exceeding 90 seconds, while valuable for nurturing existing audiences, are less likely to be recommended to new viewers.
Fostering Engagement Beyond Posting
Engagement doesn't stop at posting. Mosseri emphasizes the importance of timely responses to comments, ideally within a couple of days, to maintain conversation momentum and signal to the algorithm that your content is fostering active discussions.
The Importance of Timely and Relevant Content
Lastly, Instagram is placing increased emphasis on timely content related to current events. Being among the first to cover breaking news or trending topics in your niche can significantly boost your reach and engagement. Try creating content about events as soon as they happen so that you can share your point of view in the moment.
