Top 10 tips to beat the Instagram algorithm in 2025

Master Instagram’s AI-Driven Feed
Instagram’s feed now ranks the 500 most relevant posts for each user. To land at the top, focus on watch time, shares, and profile clicks. Make users pause, not scroll past.

Optimise for Watch Time
The longer someone watches your video or post, the better it ranks. Aim for content that grabs attention in the first 3 seconds and holds it for at least 10.

Shares Are the New Superpower
Shares now matter more than likes. Content that gets shared in DMs or externally is prioritised across Feed, Reels, and Explore. Build for shareability.

Design Reels to Perform
To appear in Reels recommendations, keep videos under 3 minutes, avoid watermarks, use trending audio, and post original content. Reels without these are downranked.

Use Trial Reels to Test Reach
Trial Reels, a new feature in 2025, lets you post Reels visible only to non-followers. Use them to experiment before posting to your audience.

Build Real Relationships
Instagram rewards accounts with strong viewer-creator connections. DMs, replies, and comment threads boost your visibility. Talk back, often.

Refresh Your Explore Strategy
Explore rankings are based on 30+ signals, from video completion rates to profile visits. To grow reach, optimise your content for both watch time and engagement.

Post Relevant, Timely Content
Instagram prioritises newer posts that align with trending topics. Tie your content to what’s current—news, culture, or seasonal moments.

Reset and Rebuild with Recommendation Reset
New in 2025, Meta’s Recommendation Reset allows users to wipe their algorithm history. Creators can use this shift to reintroduce themselves with smarter, high-impact content.

Focus on Human Connection
Head of Instagram Adam Mosseri says 2025 is the year of creativity and connection. AI now favours original ideas, authentic storytelling, and content that makes people care.