Instagram continues to evolve, and so does the Instagram algorithm works. As the platform grows and introduces new features, understanding how the algorithm functions is essential for users and businesses who want to increase engagement and visibility. In 2025, the Instagram algorithm works differently than it did in the past, focusing more on personalized content, interaction, and user behavior. In this research, we’ll break down how the Instagram algorithm works in 2025, what changes you need to be aware of, and how you can optimize your content to increase your chances of gaining more Instagram likes and followers.
Knowing the Instagram Algorithm in 2025
The Instagram algorithm works by determining which posts are shown to users in their feeds and on the Explore page. Unlike the chronological feed that was used in the past, the algorithm now uses machine learning to predict what users want to see based on several factors. It prioritizes content based on engagement, relevance, and relationships with users.
Key Factors that Influence How the Instagram Algorithm Works:
User Engagement:
The more you engage with user content, the more likely you are to see their posts. Likes, comments, shares, and DM all contribute to how the Instagram algorithm works.
Content Type:
Instagram gives more visibility to the type of content you engage with most. For example, if you frequently watch Reels, Instagram will prioritize Reels content in your feed.
Relevance:
The Instagram algorithm works by analyzing user interests. It looks at the content you’ve liked, shared, or saved in the past and tries to predict what you’ll be interested in.
Relationship:
The algorithm gives preference to content from accounts that users interact with the most, such as close friends, family, or favorite brands.
Changes to the Instagram Algorithm in 2025
Instagram has made several changes in 2025 to improve user experience and increase content discoverability. Let’s take a look at some of the key changes:
Increased Focus on Personalization
The Instagram algorithm works more personalized than ever before. It now uses advanced AI to analyze not just what you engage with, but how long you spend interacting with certain types of content. This helps Instagram better understand your interests, allowing it to show you more of what you like. For example, if you spend more time watching makeup tutorials, Instagram will start showing more beauty-related content on your feed.
What This Means for You:
To benefit from this change, create content that aligns with your audience’s interests and engages them in ways that encourage longer views, comments, or shares. If you run a business, understanding your target audience’s behavior will be key to creating personalized posts that resonate.
Emphasis on “Likes” and Reactions
In 2025, Instagram likes still matter. While the platform has shifted its focus toward engagement metrics like comments and shares, likes still play a role in determining content visibility. When a user likes your post, it tells Instagram that your content is worth showing to more people.
What This Means for You:
Encourage users to engage with your posts by creating content that invites action. For example, ask your audience questions in the caption or prompt them to react with a like if they agree with your statement. This can help increase the likelihood of your post being seen by a larger audience.
Greater Weight on Video Content
With the rise of short-form videos, the Instagram algorithm works to promote video content, especially Reels. Instagram has made Reels a primary focus since it competes with platforms like TikTok, and this trend is continuing in 2025. Video content is being prioritized in users’ feeds, and Instagram is more likely to show videos to users who engage with video-based content.
What This Means for You:
Incorporating Reels or other video content into your strategy can increase the chances of your content being discovered. If you haven’t already, start using videos as part of your regular content mix. Share behind-the-scenes footage, product demonstrations, or tutorials—anything that gets your audience engaged with video content.
Improved Explore Page Algorithm
In 2025, the Instagram algorithm works to enhance the Explore page experience, making it more personalized. It looks at a user’s past interactions with content, the time they spend on posts, and the types of accounts they follow to deliver relevant content on the Explore page. The more users interact with your posts, the more likely your content is to appear on their Explore page.
What This Means for You:
To appear on the Explore page, it’s essential to post content that encourages interaction. The more people interact with your post, the more likely Instagram is to recommend it to others. Encourage engagement by asking questions in your captions or running interactive polls or quizzes.
Stronger Push for Niche Communities
In 2025, the Instagram algorithm works to create a more community-focused experience. Instagram is pushing for niche groups, communities, and creators to have a more direct impact on the content that appears in users’ feeds. This helps the platform show users content that they’re more likely to connect with.
What This Means for You:
If you belong to a specific niche, such as fitness, fashion, or travel, you can gain more visibility by engaging with others in that community. Building a community around your account can significantly impact how often your content is shown to users who are interested in your niche.
How to Optimize Your Content for the Instagram Algorithm in 2025
Now that we’ve covered how the Instagram algorithm works, let’s dive into some strategies you can use to increase engagement and gain more Instagram likes and followers in 2025.
Post Consistently
Consistency is key when it comes to Instagram in 2025. Posting regularly keeps your account active and helps you stay top-of-mind for your Instagram followers. It also signals to the algorithm that you’re an active creator, which can increase the chances of your content being shown.
How to Implement:
Create a content calendar to plan out your posts and ensure you’re posting consistently. Whether it’s daily or weekly, sticking to a schedule will help keep your content fresh and engaging.
Engage with Your Followers
Engagement is a two-way street. To improve how the Instagram algorithm works in your favor, you need to engage with your audience just as much as they engage with you. Responding to comments, liking posts, and engaging with other accounts in your niche shows the algorithm that you’re an active participant on the platform.
How to Implement:
Take the time to respond to comments on your posts and comment on other users’ posts. This will improve your visibility and help foster relationships with your audience, increasing your chances of getting more Instagram likes and followers.
Use Hashtags Wisely
Hashtags remain an important tool for content discovery. In 2025, Instagram is focusing more on niche-specific hashtags to deliver relevant content to users. The more targeted your hashtags are, the more likely your content will be discovered by people who are interested in your niche.
How to Implement:
Use a mix of popular and niche hashtags in your posts. Research trending hashtags in your industry or create your own branded hashtag to help build your community.
Create High-Quality, Engaging Content
The Instagram algorithm works to prioritize high-quality content that people engage with. This means that posts with compelling visuals, interesting captions, and engaging content will get more exposure. Make sure your content is visually appealing and encourages users to engage.
How to Implement:
Invest in high-quality images and videos, and focus on creating content that aligns with your audience interests. Use captions that encourage users to like, comment, or share.
Analyze Your Insights
Instagram provides valuable insights that can help you understand how your content is performing. These insights allow you to see which posts are getting the most engagement and help you optimize future content.
How to Implement:
Regularly check your Instagram Insights to identify which types of content perform best. Use this data to guide your future content strategy and improve engagement.
The Instagram algorithm works differently in 2025, with a greater emphasis on personalization, video content, niche communities, and user engagement. To succeed on Instagram, you need to create content that resonates with your audience, engage actively with your followers, and stay consistent in your posting schedule. By understanding how the Instagram algorithm works, you can optimize your content strategy to get more Instagram likes and followers, helping you grow your presence on this ever-evolving platform.