Instagram’s 2025 Algorithm Update: What Creators Need to Know!

By Corey C. Walker

As we enter 2025, Instagram’s algorithm has evolved, significantly affecting how users interact with content, particularly Reels. The platform has focused on improving the user experience and making it easier for people to discover content that matches their interests. In 2025, key updates have altered how Reels are prioritized, making creators adapt to reach a wider audience.

Content Ranking

One major shift in the algorithm is the focus on user intent alongside engagement. Instagram now takes into account how long users watch a Reel or how often they revisit specific content, rather than just relying on likes, comments, and shares. This has made Reels rank higher when users engage meaningfully, shifting the emphasis from surface-level metrics to genuine interactions.

AI Recommendations Expand Reach

AI integration has also transformed content recommendations. Instagram now uses AI to analyze user behavior and serve Reels that align with a user’s evolving interests. For example, if a user interacts with fitness-related content, similar Reels will appear in their feed, even if they haven’t followed those accounts. This has enhanced the platform’s ability to predict user preferences and broaden creators’ reach.

New Key Metrics

The importance of watch time and retention has grown in 2025. Instagram now rewards Reels that keep viewers engaged for longer periods. Creators must focus on producing content that captivates audiences throughout, rather than relying on quick attention-grabbing tactics.

Authenticity Over Polished Content

Authenticity has become even more important. Instagram now favors content that feels real and relatable, while polished, promotional videos often struggle to gain traction. This shift has encouraged creators to share personal stories or behind-the-scenes content that fosters a deeper connection with viewers.

Instagram has also enhanced collaboration opportunities. With dual and multi-creator Reels, creators can expand their reach by working together and engaging each other's audiences. This feature has made collaboration a valuable tool for gaining followers.

For brands, these algorithm changes make organic reach on Reels more challenging. To stand out, brands must focus on creating engaging and authentic content that resonates with their target audience. The key to success lies in blending creativity with authenticity, ensuring content feels natural while staying true to the brand.

Adapting to Instagram’s New Algorithm

In 2025, Instagram’s algorithm has presented both challenges and opportunities for creators. The shift toward prioritizing interest, retention, and authenticity requires creators to focus on deeper engagement. By embracing these changes and tailoring their strategies, creators can continue to thrive on Instagram, especially through Reels, which remains one of the platform’s most powerful growth tools.

Written by Corey Walker, co-author of five bestselling Dummies books focused on Instagram, and social media marketing agency owner specializing in growing leads and sales for service-based businesses. Contact me today for a free 15-minute consultation!