Instagram Unveils Game-Changing 2025 Social Media Algorithm

This is BIG NEWS for social media.

If you are a marketer, creator, or someone who just wants to understand what is going on over on Instagram, here’s a breakdown of what Adam Mosseri, Head of Instagram, shared:

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At a high level, there are two types of ranking on Instagram:

• Connected reach - content shown to accounts that follow you
• Unconnected reach - content shown to accounts that don’t yet follow you 

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For both, the top three metrics that influence ranking are:

• Watch Time – The more time someone spends on your content, the better
• Likes – The day-one metric that still holds value
• Sends – The key to reaching new audiences and driving discover

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So when looking at your insights, pay close attention to average watch time, likes per reach, and sends per reach. Likes are slightly more important for connected content, and sends are slightly more important for unconnected content.

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Now here's where things get a bit more detailed:

• Connected Reach (Content shown to your existing followers) - likes carry more weight
• Unconnected Reach (Accounts that don’t yet follow you) - sends are more important

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So what does this mean for your social media strategy?

If your goal is growth, prioritise crafting content that's highly shareable and motivates your audience to pass it along to others—think relatable posts, memes, or anything they'd share with friends or add to their story. To strengthen your existing community, focus on creating content that truly resonates and drives likes, such as addressing pain points or sharing valuable insights.

Want to excel at both?

Keep your audience engaged and boost watch time. Start strong with an attention-grabbing hook—whether it's visuals, sounds, or compelling words. We appreciate Instagram's transparency - it enables social media managers to refine strategies and clearly communicate why certain metrics are being prioritised. Hearing directly from the CEO about upcoming features and having the chance to share feedback in the comments makes us feel more connected, almost like part of the IG team.

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Key takeaways to encourage further engagement: 

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Instagram's Two Types of Ranking:

• Connected Reach: Content shown to your existing followers, where likes carry more weight.
• Unconnected Reach: Content shown to accounts that don’t yet follow you, with sends being more important.

Top Three Metrics Influencing Ranking:

1. Watch Time: The longer someone engages with your content, the better.
2. Likes: Still valuable, especially for connected reach.
3. Sends: Critical for unconnected reach and driving discovery.

Strategic Insights:

• For growth, create shareable content (e.g., relatable posts or memes) that encourages your audience to send it to others.
• To nurture your community, focus on resonant content that drives likes by addressing pain points or providing valuable insights.
• For both goals, prioritize engagement and watch time with strong hooks, compelling visuals, and attention-grabbing sounds.

Instagram's Transparency:

• The platform’s openness empowers marketers to fine-tune strategies and confidently prioritise specific metrics.
• Insights from the CEO foster a sense of collaboration and connection with the Instagram team.

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Relevant links/references:

Click here to listen to Adam Mosseri explaining Instagram ranking himself. https://www.instagram.com/mosseri/reel/DFFyRp-pINJ/ 

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Ready to elevate your Instagram campaigns?

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