Instagram’s Latest Algorithm Updates: What You Need to Know

If you’ve been wondering how Instagram’s algorithm works in 2025, you’re in the right place! Over the past few weeks, Adam Mosseri, Head of Instagram, has shared key insights into ranking, Reels strategies, and how often you should be posting. Here’s everything you need to know to stay ahead.

Instagram Ranking in 2025: How It Works

Instagram’s ranking system now focuses on two types of reach:

• Connected Reach – Content shown to people who already follow you.

• Unconnected Reach – Content shown to new audiences who don’t follow you yet.

For both types, Instagram prioritises these three signals:
✔ Average Watch Time – How long people watch your video.
✔ Likes Per Reach – How many people like it based on how many saw it.
✔ Sends Per Reach – How often the post is shared.

If you want to boost performance, have a look at your Insights and analyse these metrics. Mosseri also pointed out that shares are more important for unconnected reach, while likes matter more for connected reach. But at the end of the day, watch time is the #1 factor for both signals.

Reels Tips & Tricks for Maximum Reach

To make sure your Reels perform well, follow these guidelines:
1️⃣ Avoid watermarks & logos – Instagram deprioritises reposted content (like TikToks with watermarks).
2️⃣ Keep it under 3 minutes – Shorter Reels tend to get better reach.
3️⃣ Use music or dynamic audio – It doesn’t have to be trending, but engaging sound helps.
4️⃣ Post consistently – At least once a week, with a clear theme, so people know what to expect.
5️⃣ Experiment with content – What works now may not work in a few months. Stay flexible!

How Instagram Recommendations Work

If you want your content to reach new people (a.k.a. unconnected reach), make sure it meets these five criteria:

✔ No watermarks
✔ Add audio (especially for photos & carousels)
✔ Keep videos under 3 minutes
✔ Post original content
✔ Maintain a good account status (check this in your profile settings)

How Often Should You Post?

More posts = more chances to grow. However, Instagram recommends focusing on quality over quantity.

• If you post too infrequently, increasing your posts dramatically could feel overwhelming to your audience.

• If you’re testing more frequent posts, use “Trial Reels”—a feature that shares content only with non-followers before deciding whether to publish it to your profile.

New Instagram Insights Updates

Instagram has rolled out fresh analytics tools to help you understand your performance:
📌 New Rate – The % of viewers who watched past the first 3 seconds. Since watch time is key, this is a must-watch metric!
📌 Views Over Time – Track how your post performs compared to your usual average views. You can also see the split between followers vs. non-followers.
📌 Performance Tips – Instagram will now highlight if your content is doing better or worse than normal, giving you real-time feedback.

New Editing App: “Edits”

Instagram has introduced a brand-new editing app called “Edits,” which seems to function similarly to CapCut. Since Instagram often favors native tools, it’s likely that Reels edited with this platform will get a boost in reach. If you’re serious about growing, it’s worth testing out when it launches!

Final Thoughts

Instagram is making watch time, engagement, and originality more important than ever. By following these insights, experimenting with content, and staying consistent, you’ll be in the best position to grow in 2025.