Cracking the Code: How the Instagram Algorithm Really Works in 2025

If you’ve ever felt like Instagram’s algorithm is working against you, you’re not alone. Because the platform is constantly rolling out new updates, it can feel difficult to keep up. But the reality is that Instagram’s algorithm isn’t a mystery — it’s a system designed to keep users engaged. 

According to Instagram head Adam Mosseri, Instagram isn’t controlled by a single algorithm. The platform has “a variety of algorithms, classifiers, and processes, each with its own purpose” to ensure that users see the content that is most relevant to them. 

This is because user behavior tends to vary in the different areas of the app. For instance, people use Stories to keep up with their close friends, the Explore page to discover new content and creators, and Reels to find entertainment. 

By understanding how the various algorithms work and tailoring your strategy, you can increase reach, build stronger connections, and grow your brand. So today, we’re breaking down the content signals that influence what users see on their Feed, Stories, Reels, and Explore Page. Let’s get started.

Feed Algorithm

TL;DR ​​— The Instagram Feed shows content that users are most likely to engage with or spend time on. Focus on early engagement and timing when posting.

The Instagram Feed is the main area of the platform where users scroll through to find posts from accounts they follow, including images, carousels, and Reels, along with recommended content. While thousands of signals are taken into account, the Feed algorithm mainly prioritizes: 

• User’s past interactions: Posts the user has liked, shared, saved, or commented on
• Post popularity: How quickly a post receives engagement (i.e. likes, shares, comments), as well as more information about the content itself (i.e. time it was posted, location, etc.)
• User’s history with the poster: How often the user has interacted with the account

What does this mean for marketers? 

• Engagement is key. Focus on creating content that encourages likes, comments, and most importantly, shares. Because more people now engage within DMs than with feed posts, Instagram prioritizes private shares. Focus on creating inspiring, relatable, or positive posts that people will want to share via DMs for better reach.
• Timing matters. Post when your audience is most active to maximize early engagement.
• Encourage repeat engagement. Building long-term audience relationships — through DMs, replies, and consistent posting — will increase visibility. 

Stories Algorithm

TL;DR ​​— Instagram Stories tend to highlight more intimate connections and frequent interactions. Post consistently and use interactive features to encourage engagement.

Instagram Stories are displayed at the top of the Feed and focus on content from accounts the user engages with most. The Stories algorithm prioritizes:

• Viewing history: How often a user watches a specific account’s Stories
• Engagement history: Likes, shares, and reactions to Stories
• Relationship closeness: Stronger relationships (i.e. friends and family) lead to higher visibility in the Stories tray

What does this mean for marketers? 

• Post consistently. Daily Stories keep your brand at the top of your audience’s feed. 
• Use interactive features. Stickers, polls, and Q&As encourage engagement, which boosts ranking. 
• Leverage direct messages. More replies will signal stronger relationships, so spark conversations with engaging content.

Reels Algorithm

TL;DR ​​— Instagram Reels focuses on content discovery and reaching new audiences beyond followers. Lean into trends and focus on creating shareable content.

Instagram Reels refers to the short-form video feature aimed at helping users discover new content. The Reels algorithm works by considering: 

• User engagement: Reels that the user has engaged with recently (i.e. likes, comments, saves), and most particularly, shared via DMs.
• User’s history with the poster: The user’s interaction history with the creator
• Reels popularity: High engagement and trending content (i.e. audio or visuals)

What does this mean for marketers? 

• Lean into trends. Use trending audio and effects to increase the chances of getting recommended. But ensure your influencers comply with audio usage rights when posting sponsored content.
• Create highly shareable content. Just like Feed posts, the more people share your Reel via DMs, the more the algorithm will push it.
• Focus on entertainment. Reels that inform, entertain, or inspire have a better chance of reaching new audiences.

Explore Page Algorithm

TL;DR ​​— Instagram's Explore page helps users discover fresh content and creators based on their preferences. Optimize your content for discovery, using hashtags and eye-catching visuals.

The Explore page is designed to introduce users to new content from accounts they don’t follow. The Explore page algorithm considers:

• Post popularity: Posts with high engagement, similar to the Feed and Reels
• User’s activity: Likes, saves, comments, and shares on past Explore content
• User’s history with the poster: The user’s interaction history with the creator
• User’s interests: Content similar to what the user has engaged with in the past

What does this mean for marketers? 

• Create content with high engagement potential. The more interactions a post gets early on, the more likely it is to appear on Explore. 
• Optimize for discovery. Use relevant hashtags, strong captions, and eye-catching visuals to attract new audiences. When using hashtags, stick to 5-8 relevant hashtags (no more, no less) in your captions to expand reach, avoiding overly generic or excessive tagging.
• Encourage saves and shares. Posts that get saved are more likely to show up in Explore.

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