Don’t Miss Instagrams Algorithm Updates In 2025
Don’t blink – you might miss Instagrams algorithm updates! ♡
Remember last year when split toe shoes had a quick moment? If you don’t remember, count your luck, because they were all the rage, strange or not. And even though fashion trends change quickly, social media trends are cycling even quicker.
That’s exactly why I’m here to share Instagram’s algorithm updates in 2025!
Because, let’s face it. If you’re still playing to last years algorithm and trends, welp, you’re still in the era of the split toe shoe. *cringe*
But hey, even though trends change quickly and it can be overwhelming to keep track of, the algorithm isn’t your enemy—it’s your highest opportunity. ↓
The Algorithm Isn’t Your Enemy – It’s Your Biggest Opportunity
I could scream this from the rooftops—the algorithm isn't fighting against you.
Algorithms are merely the reflection of consumer interest. And our consumers keep strolling when social media content is entertaining, uniquely informative, and emotion-driven.
I was talking to someone recently who mentioned how Instagram is penalizing small business owners. He feels as though the new algorithm is wasn’t created for his brand, and he has fallen victim. But I’m here to promise you that the changing algorithm isn’t being created for or against your brand.
Social media algorithms are designed for the end user.
And while social media has certainly become more difficult to manage for small businesses, it’s important to remember that Instagram’s algorithm isn’t necessarily controlled by some mystical figure in the background. As with all AI tools, Instagram’s algorithm is so much more advanced than even the smartest engineer can comprehend.
The algorithm is changing every day, every minute, every second.
Each like, share, follow, and swipe on social media is making micro adjustments to the algorithm.
While you could sit here and say that the algorithm and consumer habits are frustrating, you certainly cannot blame the algorithm. After all, the algorithm is based on YOUR interests as well.
But here’s the opportunity. While other business owners are falling victim to the algorithm, you have a distinct opportunity to use the latest updates and trends to your advantage. Pay attention to trends, get creative, pivot as needed, and keep a close pulse on your analytics.
You may have heard the general sentiment, “life either happens to you or it happens for you.” It’s all a shift in perspective—and it also applies to the changing algorithm.
Right now, I’m inviting you to challenge your preconceived idea of social media. Embrace that algorithm changes can happen FOR your business and your benefit, not against you.
Lean in.
Instagram’s Algorithm Updates In 2025
If you’re ready to start creating content that plays to trends and leans into algorithm changes, your first step is diving into “the latest”.
Here are seven algorithm updates in 2025 that can help steer your strategy ↓
#1. Instagram Is Redistributing Impressions
Small creators, rejoice. It’s your time to shine.
Adam Mosseri, Head of Instagram, announced at the beginning of May that Instagram will be redistributing impressions to give smaller creators a greater likelihood of being discovered.
In this same video, Adam Mosseri also explains how the algorithm works.
Here’s what this means for you:
Follower count isn’t the end all, be all.
Even with low followers, you know have a higher chance of being seen on the gram!
Reels are the best way to be discovered, especially with this update. Lean in.
This image from Instagram gives a great summary of the algorithm ↓
#2. Reels Dominate
Instagram used to be alllll about the photos, but things have certainly shifted. Videos offer movement, sound, and easily play to emotions, making them the superior kind of content across social media platforms.
While Instagram technically allows you to post Reels of up to 15 minutes long, shorter is better. The Instagram team recommends Reels under 90 seconds to help with distribution! Our advice? Go for less than 20 seconds if you can, quality over quantity.
Think about it – shorter Reels are more likely to be watched from beginning to end, and then replayed, signaling to Instagram that your Reel has high engagement.
But, if you’re going the photo route, go for a carousel. ↓
#3. But Photos Aren’t Dead! Post A Carousel.
When you post a carousel, your post will oftentimes show up in the feeds of your audience for a second time, then a third time, and so on. Every photo you add into your carousel creates another opportunity for discovery!
#4. SEO Optimization Is In
Younger generations prefer social media over Google as their go-to search engine. Not only that–only 64% of Gen Z use search engines for brand names compared to 94% of Baby Boomers.
Oh, and Instagram + TikTok captions and profiles show up on Google now as well. The link between social media and SEO is unavoidable!
These three areas are the “bare minimum” of SEO optimizing your profile:
Handle + profile name
Bio + location
Ongoing caption optimizations
#5. Low Quality, Watermarks, And Reposts Have Negative Consequences
Instagram loooooves high quality, creative, unique content.
And on the other hand, they’re adamantly rejecting content that is low quality, has watermarks from other platforms, and has been obviously reposted.
That said, while Adam Mosseri has noted that reposts aren’t the way to go, we’re still noticing incredible results for reposts. The key? Download your content without watermarks using a free tool like SnapInsta.
#6. Authenticity Continues To Reign
You already know that perfect & polished content is on its way out, but what’s the replacement?
♡ User generated content (UGC).
♡ Transparency.
♡ Authenticity.
Consider Taco Bell’s new campaign, photographed in a way to look as though friends were snapping photos after a night out. It’s relatable and it’s authentic.
And it was also a multiple six figure project. Yup — ALL of that budget to make the shoot look as authentic as possible. Why? Because it’s effective and it’s the future of marketing.
If you’re the face of your business, use this as your excuse to tone down the filters, editing, and production. If you aren’t the face of your business, invest into influencer marketing and UGC content creation to bring your brand to life with authenticity in mind.
#7 Embrace Your Uniqueness
You might remember the good old days when you could post a stock photo and copy-and-pasted caption and grow followers. It really was that easy. But let’s also remember, only a handful of businesses were on social media at that time.
That’s a FAR stretch from the ## daily posts and stories that are now published every single day. Yup, that’s a __x change in the last 10 years. With that kind of growth, of course competition is going to increase in unison.
The best way to stand out is to embrace your uniqueness.
Is your team hilarious? Do you have a heartfelt origin story that captivates an audience? Do you have a unique “hot take” approach that nobody talks about? That’s your secret sauce.
And Those Are The Most Recent Instagram Algorithm Updates…. For Now
Staying ahead of Instagram's evolving algorithm requires a proactive and adaptive approach. Remember, it's not about battling the algorithm but embracing it to enhance your social media presence. By staying informed and agile, you can turn these changes into opportunities for growth and engagement. So, get creative, stay authentic, and keep your audience entertained and informed!
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Ready to elevate + streamline your social media presence? At Scott Social, we're here to help you navigate these algorithm changes with ease. Let's create content that not only resonates but also drives results. Connect with us today and let's make your brand shine on Instagram!
WRITTEN BY:
Chelsea Evans-Flower
Founder + Social Media Strategist