In 2025, Instagram algorithm updates are all about smarter AI and sharper ranking systems. If you’ve noticed shifts in your Instagram account reach, this guide breaks down what’s new — and how to stay visible.

What’s new in Instagram's 2025 algorithms?

Instagram has officially moved away from a single "algorithm" and now uses advanced AI models to rank content. These systems track how users behave — what they like, share, save, or skip — and serve content accordingly.

This means creators need to better understand how the Instagram engagement algorithm works across different areas like Feed, Reels, Stories, and Explore.

What’s changed in the Instagram Feed algorithm in 2025?

The Instagram feed algorithm now filters over 500 posts per user and ranks them based on:

  • Time spent on a post
  • Profile clicks
  • Comments and shares
  • Likelihood of scrolling past

The top ranking signals are watch time, likes per reach, and sends per reach — all vital for boosting your reach on Instagram.

PRO tip: Track your insights weekly and optimize posts that drive the most engagement. Focus on posts that are shared or saved more often.

What’s new in the Instagram Reels algorithm in 2025?

The Instagram Reels algorithm now prioritizes content that gets:

  • Comments and shares
  • External shares
  • Follows gained through Reels
  • Audio clicks or usage

Instagram’s AI gathers around 100 Reels and ranks them based on how likely you are to engage. The more your content is watched and shared, the higher your Instagram Reels reach.

PRO tip: Want to know how to increase Instagram reach with Reels? Keep them under 90 seconds, add original audio, and avoid watermarks.

What’s changed in the Instagram Stories algorithm?

Instagram story visibility depends heavily on:

  • Profile interactions
  • Direct messages (DMs)
  • How often users tap into or exit your Stories

Stories from accounts you interact with most will show up first. The algorithm now rewards consistent posting and engaging stickers (polls, questions, quizzes).

PRO tip: Post fewer but more interactive Stories. Aim for 3–5 slides max to avoid drop-off.

How does the updated Instagram Explore page algorithm work?

The Instagram search algorithm for Explore is more complex than ever, with over 30 ranking factors, including:

  • Profile visits
  • Watch duration (especially 95% of a video)
  • Content interactions

Explore now favors content that’s relevant and trending — so using keywords and creating Instagram content visibility optimized for SEO is key.

PRO tip: Add alt text, include target keywords in captions, and write clear descriptions to boost content discovery.

What are the most important Instagram updates in 2025?

Here are the key Instagram changes this year:

  • Trial Reels allow creators to test Reels on non-followers.
  • Recommendation Reset lets you clear your feed and start over.
  • Shares are now a top-ranking signal.
  • Instagram rewards original content and penalizes duplicate posts.
  • Teen Restriction Accounts have launched for safer browsing.

These new changes to Instagram are meant to make the platform more personalized while emphasizing creativity and relevance.

Tips and recommendations to help increase your reach and visibility

Here’s how to beat the Instagram algorithm and improve performance organically:

  • Engage with comments. This signals community activity to Instagram’s AI.
  • Use strong hooks. The first 3 seconds of a video determine user retention.
  • Loop Reels to maximize watch time.
  • Create save-worthy content. Carousels, how-tos, and checklists rank well.
  • Interact with similar accounts to help the algorithm understand your niche.
PRO tip: Consistency is key. Posting regularly — especially in Stories and Reels — increases your overall Instagram visibility.

Instagram algorithm FAQs

Is it possible to reset the Instagram algorithm and how to do it?

Yes, Meta is introducing a Recommendation Reset. You’ll be able to clear your suggested content and rebuild your feed manually — ideal if your interests or strategy have changed.

How can you fix or improve the performance of your Instagram algorithm?

To improve your performance, interact more with content you like and remove content you don't. Tap "Not Interested" on unwanted posts and mute irrelevant accounts. This tells the Instagram ranking factors to adjust your feed based on your updated behavior.

Does labeling posts as “Sponsored” affect their reach and visibility?

No. According to Instagram head Adam Mosseri, marking posts as “Sponsored” does not harm your Instagram visibility. It's a myth. Feel confident labeling paid content — it won’t lower your account reach.