By Onur Demirkol 
The Instagram algorithm decides which posts people see on Feed, Reels, and Explore. It now uses smarter tools to track what users like and deliver content they care about. For example, about 2 billion users are active each month, making Instagram one of the largest platforms today. If you want more reach, then you need to understand and work with this system.
This guide explains the Instagram algorithm, how Instagram suggests content, and what the 2025 Instagram changes mean for your strategy.
Table of Contents
Instagram made big updates in 2025. It now uses machine learning to understand each user’s interests and serve content accordingly. Before, recency was everything. Now detail matters.
Here are the key changes:
- Instagram analyzes images, videos, sounds, and text to understand context.
- It tracks user behavior beyond likes and comments.
- Reels, Stories, Feed, and Explore each follow separate ranking logic.
- Your content must be clear, original, and ready to engage quickly.
Instagram analyzes many signals to match content with user preferences. Each action tells the algorithm what someone enjoys.
Major signals include:
- Time spent viewing a post
- Visiting profiles after seeing posts
- Frequency of saves and shares
- Replies to Stories or polls
- DM sharing behavior
- Comment sentiment (positive tone gives more weight)
If a user saves more than they like, then Instagram gives suggestions based on saved content behavior.
Each content type follows its own ranking logic:
Feed ranking:
- Past interests
- Relationship with creator
- Recency of post
- Session length
- Preferred content format
Stories ranking:
- Frequency of story views
- Skip rate
- Use of interactive features
Reels ranking:
- Completion rate and replays
- Early engagement within first 30 minutes
- Use of trending audio
- Comments and shares
Explore page algorithm:
- Topics users interact with
- Content liked by similar users
- Popular content in location
- Speed of engagement
- Creator diversity
Explore is vital for growth. It shows content to those who don’t follow you yet and it’s the fastest path to reach new audiences.
Instagram now rewards authenticity and penalizes repetitive or watermarked content. Original content matters.
Notable updates:
- AI understands context without needing hashtags.
- Trending sounds are promoted faster.
- Quality comments matter more than short reactions.
- Strong Reels performance boosts visibility of other posts.
- Underrepresented creators get more algorithmic support.
Also note that nearly 38.5% of Instagram feed content now comprises Reels.
Ranking logic by format:
- Feed posts: Reach depends on engagement in the first hour.
- Stories: Regular viewers and use of stickers help ranking.
- Reels: Completion and rewatch matter most.
- IGTV: Longer watch duration improves placement.
- Carousels: Swipe-through rate boosts visibility.
Since Instagram engagement rates dropped, repost risk has increased.
Universal tips:
- Ask engaging questions in captions to spark conversation.
- Use new tools like polls, sliders, quizzes.
- Post consistently to stay active in the algorithm.
- Reply to comments and DMs to build community signals.
- Always create original content; reposts have less priority.
Instagram tracks subtle behaviors to personalize content. These include:
- Viewing time on posts
- Visiting profiles after seeing content
- Watching patterns (e.g., fitness in the morning, food at night)
- Interaction timing and frequency
- Story and Reel completion rates
These signals shape your exploration suggestions. For instance, if someone watches cooking videos nightly, Explore will offer similar content personalized for them.
| Myth | Reality |
| There’s a “best time to post” | Consistency matters more than any perfect time |
| Max hashtags gets reach | A few relevant hashtags work better |
| Links reduce reach | Only low-quality posts underperform |
| Business accounts lose reach | Quality content decides reach, not account type |
| Buying likes increases visibility | Fake engagement triggers algorithm penalties |
No. Instagram ranks based on engagement relative to follower count. A small account with high engagement often outperforms a large one with low interaction. This gives creators of any size a chance to grow.
To stay competitive:
- Integrate Reels, Stories, and Carousels
- Write captions that invite responses
- Use interactive features regularly
- Commit to niche content themes
- Track performance weekly and refine what works
For the new algorithm, consistent, authentic content wins every time.
Instagram now uses deep learning to shape Explore results:
- Understands content themes visually and textually
- Detects early viral potential
- Sets low-quality filters automatically
- Matches specific user interests
To benefit, focus on making your content clear, contextual, and engaging from the first frame. Meta research shows viewers decide to keep watching within 1.7 seconds, so retention in the first three seconds now matters significantly.
The Instagram algorithm is smarter but transparent. When you understand how Instagram suggests content, how Instagram content ranking works, and know the 2025 Instagram changes, you can grow and reach more people.
Use relevant statistics:
- Over 2 billion active users get exposed to the ecosystem
- Around 29% of users purchase directly via Instagram
Focus on your community, stay strategic, and post content that resonates. That balance turns the algorithm from a barrier into a booster. The creators who win focus on meaningful, consistent output and let the algorithm amplify their genuine voice.