The Instagram algorithm is the engine that drives content visibility on the platform. In 2025, it has evolved to become more sophisticated than ever, placing a strong focus on engagement, personalisation, and meaningful interactions. Brands that do not adapt will struggle to gain traction, while those who understand the system will accelerate ahead.

If your content strategy is still stuck in 2024, now is the time to shift gears. Here’s what you need to know about the Instagram algorithm in 2025 and how to optimise your posts to maximise reach and engagement.

Key Changes in Instagram’s 2025 Algorithm

Enhanced Personalisation Through AI

Instagram’s AI-driven content curation has become even more advanced. The algorithm analyses user behaviour, including likes, comments, shares, watch time, and direct messages, to determine what content should appear in each user’s feed. The more relevant your content is to a specific audience, the better your chances of being prioritised.

Prioritisation of Video Content

Video continues to dominate, with reels, stories, and live videos receiving greater exposure than static posts. Instagram wants users to spend more time engaging with content, and video naturally encourages longer interactions. Brands that do not invest in video content will see their reach decline.

Emphasis on Meaningful Interactions

In 2025, comments, shares, and saves carry more weight than likes. Instagram is rewarding content that sparks real conversations. A post with multiple comments and responses will be shown to more people than one with passive likes alone.

Direct Messages Influence Feed Rankings

Instagram has acknowledged that private conversations are a strong signal of user interest. Content from accounts users interact with via direct messages is more likely to appear higher in their feed. Encourage audience interaction through DMs can improve visibility.

Transparency and User Control

Instagram has introduced tools allowing users to reset their content recommendations and take greater control over their feeds. This means brands must remain consistently relevant and engaging to maintain their audience’s interest.

How to Optimise Your Content for Instagram’s 2025 Algorithm

Focus on Video Content

Reels, stories, and live videos should be a core part of your Instagram strategy. Short, engaging videos will keep users watching and signal to the algorithm that your content is valuable. High-quality, well-edited videos with captions and on-screen text perform best.

Encourage Conversations

Simply posting content is not enough—your posts must invite discussion. Ask open-ended questions, include call-to-action prompts, and respond to comments quickly to keep the conversation going.

Leverage Direct Messages

Encourage followers to engage with your brand through direct messages. Whether through polls, Q&As, or exclusive offers, building a connection in DMs increases the chances of your content appearing higher in their feed.

Use Strategic Hashtags

Hashtags still play a role, but relevancy is key. Instead of using dozens of generic hashtags, focus on targeted, niche hashtags that align with your content and audience.

Post Consistently at Peak Times

The algorithm favours content that gains traction quickly. OTM utilises software such as Vista Social, to gain insight into the best times to post, separating the times on each channel and ensuring maximum engagement. Posting at the times when your audience is most active ensures better engagement in the crucial first hour after publishing.

Create Shareable and Save-Worthy Content

Educational posts, infographics, how-to guides, and engaging carousels encourage users to save and share content. These interactions signal high value to the algorithm, increasing the likelihood of your posts being prioritised.

Why You Need to Act Now

The Instagram algorithm in 2025 is evolving rapidly. If you are not actively adjusting your strategy, your content could be losing visibility and engagement. Staying ahead of the curve means leveraging video content, fostering genuine interactions, and making sure your posts are optimised for the latest ranking factors.

Final Thoughts

Understanding how the Instagram algorithm works is essential for brands looking to grow their presence. In 2025, the platform is focusing on engagement, video dominance, meaningful conversations, and AI-driven recommendations. If your content strategy is not aligned with these updates, you risk falling behind.

To keep your Instagram performance at full throttle, invest in interactive content, encourage discussions, and make data-driven adjustments. If you need help fine-tuning your social media strategy, OTM is ready to get your brand in pole position.

Key Takeaways

• The Instagram algorithm in 2025 prioritises video content, engagement, and meaningful interactions.
• Reels, Stories, and live videos outperform static image posts.
• Comments, shares, and saves carry more weight than likes.
• Direct messages influence what users see in their feed.
• Posting at peak times and creating shareable content boosts reach.

Need expert help? Contact OTM to refine your social media strategy