Instagram Algorithm in 2025: What Creators Need to Know

A) Watch Time (View Duration)

How long users spend on your content is critical. This is especially true for video (Reels/IGTV) as the algorithm watches the first 3 seconds closely. If people stick past those first moments, your content gains traction; if they scroll away immediately, reach plummets.

Average watch time and completion rates are primary metrics to monitor. Aim for high retention. e.g., a Reel with 70%+ viewers watching to the end is likely to explode in reach.

B) Engagement Type & Quality

Not all engagement is equal. In 2025, comments, shares, and saves are “heavy” interactions, whereas likes are a lighter signal. A post with 50 saves and 20 shares can outrank one with 200 likes but 0 shares.

Comments indicate interest too (and keep conversations on-platform). Instagram itself has confirmed that comments and likes are important for feed ranking, as they’re signals that people care about the content.

But remember the hierarchy: a quick double-tap is great, a comment is better, and a save or a share is best. Ideally, create content that inspires all of the above.

Pro Tip: A simple call-to-action in your caption like “Tag a friend who needs to see this” or “Save this for later” can encourage these behaviors.)

C) Shares & DMs

As noted, shares (particularly via Direct Message) are golden. The platform is “doubling down” on private sharing because it’s how a lot of users engage now. Content that people send to friends in DMs gets an algorithmic thumbs-up.

In the words of a social media strategist, “The platform is going to be doubling down on messaging, as it’s the primary way people share content,” so brainstorm content that people want to share. Also, engaging with those incoming DMs (when someone responds to your Story or shares your post back to you) can foster stronger relationship signals, helping your future posts.

D) Saves (Bookmarks)

When a viewer hits that “save” icon, it’s a strong signal of value. Instagram’s algorithm interprets a save as “user wants to come back to this,” which often correlates with educational, inspirational, or highly relatable content. “Saves signal huge interest and engagement,” says Instagram expert Christine Fung, and indeed the more saves a post has, the higher it tends to rank on others’ feeds.

In data from early 2025, carousel posts (which often contain informative multi-part content) generated the highest number of saves on average which is not a coincidence, since carousels pack value.

E) Profile Visits and Follows

If content leads someone to tap your profile, that’s a positive indicator of interest. Instagram tracks profile views coming from a post or Reel. And of course, if a user actually follows you after seeing your content, that’s the ultimate goal as the algorithm gave them something they liked enough to subscribe.

Content that converts viewers into followers (especially on Explore or Reels) gets a boost. One ranking factor for Explore is how many times you’ve visited the creator’s profile or how many follows the creator gained from that post.

So, a tip: optimize your profile bio and grid so that when a curious viewer checks you out, they’re more likely to hit “Follow.”

F) Content Format & Features 

Instagram wants you to use its features. In 2025, format plays into distribution: Reels are favored for reaching new users (Instagram has been very clear about pushing Reels to compete with TikTok).

Carousels often perform well for engaging existing followers (swiping keeps people on your post longer). Also, using newer features like Collabs posts (co-authoring a post with another account) can extend reach by tapping two networks.

The algorithm notices when you utilize features that drive engagement (for instance, adding a poll sticker in Stories increases the chance people will engage rather than just skip, which in turn helps ranking). On the flip side, content that goes against platform preferences, e.g., horizontal videos with black bars or reposted memes that dozens of other accounts shared, may not get as much love.

F) Consistency & Community

Consistency isn’t a formal “signal” like a like or view, but it has an effect. Creators who post regularly (say, multiple times per week) and interact with their audience tend to build momentum.

Instagram’s algorithm notices if an account is often producing engaging content, as it can build a sort of reputation. Consistency also conditions your audience to engage; if you disappear for weeks, followers may forget to interact when you come back, hurting your initial engagement velocity. Consistency builds authority in your niche and keeps you in the algorithm’s rotation.

G) Freshness & Trend Relevancy

As mentioned under Feed/Explore, newer = better when it comes to content surfacing. If you’re posting about a trend or timely topic, doing it while it’s hot will net more reach than catching the tail end days later.

The algorithm also looks at content relevancy to current interests and trends. This doesn’t mean every post must be a trending meme, but consider integrating relevant topics or using trending audio in Reels to get an extra edge.

Also, “originality” is heavily emphasized now, as Instagram in 2025 has been prioritizing original content over recycled memes and aggregator posts. They even label and down-rank obvious reposts. So, keep it fresh in both timing and originality.

H) Account Health (Good Standing)

If you’ve violated guidelines recently (e.g., had posts removed or gotten flagged for spam), your overall reach can suffer. Always check your Account Status in settings to ensure you’re in good standing.

Being shadowbanned (Instagram not officially acknowledges this term, but it effectively means your content won’t show except to followers if you trip certain spam/violation filters) will tank your reach. No algorithm tips can help if your account is restricted, so follow the rules and avoid spammy behavior (like spam-following, comment pods, etc.).