Social Media Platforms: Instagram (part 2)

Last week, we reviewed Instagram’s demographics to help us understand the platforms audience in the new year. This week we’re going to discuss Instagram’s algorithm factors, 2025 updates, and content trends.

Grab your caffeine, put on your comfy clothes, and let's dive in.

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Instead of having one main algorithm across the platform that helps score posts, stories, reels, etc. Instagram has several distinguished algorithms that are content dependent. However, there are 3 main factors across Instagram’s algorithm that factor into content success.

Relationship

What is the user relationship like?

• Do both accounts follow each other?
• Do accounts regularly interact through comments, DM’s, shares, likes, and saves?

Interest

Does the user interact with this type of account and format?

• Does the user like, comment, and follow accounts with similar content?
• Does the user like, comment, share, and save that content format?

Relevance

Is this content relevant to the user?

• When was the content posted? (time/date)
• Is this a “trending” topic or information?
• How relevant is the content posted on the entire Instagram account?

?Now let’s look at updates to Instagram’s algorithm and tips for mastering its’ changes in 2025!

Balanced Content

In 2022-2023, Instagram’s algorithm placed a large emphasis on Instagram Reels and accounts that posted video-only content. This change was meant to keep up with the rise of TikTok and shift in content preferences among viewers. However, with that algorithm shift came feedback that Instagrams users surprisingly preferred the platforms mix of content rather than suggested content being mainly Reels. While emphasis on Instagram Reels remains, in 2025 Instagram’s algorithm will now boost accounts that publish balanced content. This means the algorithm will boost accounts that post consistently with a mixture of Reels, carousel images, single images, Stories, etc.

Original content

Similarly to balanced content, Instagram’s algorithm will now place a large emphasis on original content. This means the algorithm is going to boost content that is created specifically for Instagram, without watermarks from other apps. This algorithm update emphasizes content that is platform specific, not reshared or repurposed. Consider creating and editing in Instagram directly or other related editing tools. Be sure to include Instagram specific best practices (hello, social seo!) ?to help content stand out and play to the algorithm.

Interactive Content

Interactive content through stories and posts will now be boosted in Instagram’s algorithm. Features such as gifs, location tags, and hashtag stickers will now have emphasis in the algorithm as it relates to visibility. Consider creating posts that use the platforms features and encourage engagement. When posting to Instagram stories, create polls, tag locations, and use hashtag stickers to play to the algorithms emphasis on interactive content.

New year - new terms of service! As we briefly discussed in our Facebook deep dive, Meta has updated their terms of service that include changes to content ownership, privacy and data usage, and speech policy. Namely, Meta announced their speech policy that allows for more content – less monitoring. I highly recommend reading this article from Business Insider to understand how user feeds will change.

Instagram Stories

Instagram Stories are a great way to increase visibility, show authenticity, and even run ads. According to a SocialInsiders study, posting up to 5 stories a day ensures a customer retention rate of 70%. ?With the changes in algorithm emphasis, Instagram stories not only boost visibility, but are a great way to create interactive content. Be sure to create story highlights so your audience can view the story long after the content is gone (24 hours).

Stickers

Stickers are another great way to increase your visibility and play to the algorithm in 2025. Stickers, which are a great use of interactive content, can be used in Instagram Stories and Instagram Reels (some can used on posts). Stickers include Location, @ Mention, Add Yours, Frames, Hashtags, Captions, Question stickers, GIFs, Music, Cutouts, Links, AI stickers, Polls or Emoji slider, Quizzes, Donations, Countdowns, Product tags, Time and weather.

Hashtags

We’ve discussed social SEO and how important platform specific best practices are critical in 2025. For Instagram users, hashtags and captions are main algorithm factors for both the explorer pages and Instagram Stories. Create content that is authentic to your audience through hashtags and captions that are relevant

Instagram is one of the most impactful social platforms for small businesses and large brands alike. What kind of presence do you have on Instagram? What are you currently practicing and what are you experimenting with?

Talk next week!

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