Instagram Algorithm 2025 (Explained by Adam Mosseri)

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TLDR / Key Summary:

• Instagram ranking is based on Connected Reach (followers) and Unconnected Reach (non-followers).
• The top 3 ranking factors for all content: watch time, likes, and sends.
• Likes matter more for followers; sends matter more for non-followers.
• To maximize recommendation reach, follow these 5 rules:
  1. No watermarks (avoid reposted TikToks)
  2. Use audio (important for photos and carousels)
  3. Keep videos under 3 minutes
  4. Post original content (remixes must add significant value)
  5. Maintain a good account status (check in profile settings)
• Bonus tip: Use the Trials feature to test content without spamming followers.

Instagram’s 2025 Ranking System: What You Need to Know

Instagram CEO Adam Mosseri recently explained how Instagram’s ranking system works in 2025 and how creators can get more reach and engagement. He broke it down into two main types of ranking:

• Connected Reach: Content shown to people who already follow you.
• Unconnected Reach: Content shown to new audiences through Instagram’s recommendations.

Both types use the same three key ranking factors:

• Watch Time: How long people watch your videos.
• Likes per Reach: The percentage of viewers who like your post.
• Sends per Reach: How often people send your content to others.

Likes vs. Sends: What Matters More?

• If you’re targeting followers, likes are slightly more important than sends.
• If you want to get discovered, sends are more important than likes.
• Watch time is the #1 signal for both. If people don’t watch, your content won’t rank well.

Action Tip: Check your Instagram Insights and compare watch time, likes per reach, and sends per reach for your posts. The stronger these numbers, the better your content will perform.

How to Get Your Content Recommended to New Audiences

The best way to grow on Instagram is through recommendations. This is when Instagram shows your content to non-followers. Mosseri outlined five key rules to make sure your content is eligible for recommendations.

The 5 Rules for Maximum Instagram Reach

1. No Watermarks

• Avoid reposting content with TikTok or CapCut watermarks.
• Instagram deprioritizes videos that look like recycled content.

2. Use Audio (Even for Photos & Carousels)

• Instagram wants content to be engaging.
• Adding music or a voiceover helps boost ranking.

3. Videos Must Be Under 3 Minutes

• Instagram prioritizes short-form video.
• Videos over 3 minutes won’t get recommended (Recently upgraded from 90 seconds)

4. Post Original Content

• If you use someone else’s content, transform it (e.g., green screen reactions).
• Simply reposting won’t get recommended.

5. Check Your Account Status

• Go to Profile → Settings → Account Status.
• If your account is not in good standing, your content won’t be recommended.

Pro Tip: Use Instagram’s Trials feature to test content without spamming followers. This lets you bypass the connected ranking system and go straight to recommendations.

How to Grow on Instagram in 2025

If you want to increase reach and engagement, follow these steps:

1. Focus on watch time: Hook viewers early to keep them watching.
2. Encourage shares: Create content people want to send to friends.
3. Optimize for recommendations: Follow the 5 key rules for eligibility.
4. Test content with the Trials feature: Avoid overwhelming followers while experimenting.
5. Check your Instagram Insights: Use watch time, likes per reach, and sends per reach to measure performance.

Instagram’s algorithm in 2025 rewards content that keeps people engaged. If you understand how ranking works, you can use it to your advantage and grow faster than ever.

Now go create! Trial and error baby! Make it happen for video at a time!

Here's the two videos Adam Mosseri published that we summarized:

Video 1: 

Video 2: