In the fast-paced world of social media, Instagram remains a dominant platform for businesses and individuals alike. With over a billion active users worldwide, the competition to stand out on Instagram is fierce. One of the most critical factors in growing your Instagram presence is understanding how the platform’s algorithm works. But with constant updates and tweaks, staying on top of the latest changes can be challenging.

So, what is Instagram’s latest algorithm, and how can it help you grow your Instagram account?

The Evolution of Instagram’s Algorithm: What’s New?

Instagram’s algorithm has evolved significantly over the years. Initially, posts were shown in chronological order. However, as the platform grew, showing posts in the order they were shared wasn’t the most effective way to keep users engaged. Instagram’s algorithm started focusing on personalizing content based on user interactions, behaviors, and preferences.

Fast forward to today, the Instagram algorithm is powered by artificial intelligence and machine learning, which help it decide which posts appear on a user’s feed and in which order. The goal is simple: to create a more personalized and engaging experience for users.

Key Factors of Instagram’s Latest Algorithm in 2025

In 2025, Instagram’s algorithm continues to evolve, with key factors that dictate how your content performs on the platform. Understanding these factors can help you create a strategy that boosts your reach, engagement, and growth.

1. User Engagement (Likes, Comments, Shares, and Saves)
   Engagement remains one of the most crucial elements of the Instagram algorithm. If your followers engage with your content (by liking, commenting, sharing, or saving it), Instagram sees your post as valuable and will likely show it to more users.Pro Tip: Encourage meaningful interactions in your posts. Ask questions, start conversations, or run polls in your stories to spark engagement. It’s not just about the number of likes anymore—quality interactions are what matter most.
2. Relevance and Content-Type
   Instagram uses machine learning to understand the type of content that resonates most with individual users. If a user frequently interacts with video posts, Instagram will prioritize more video content for them. Similarly, if someone engages with photo posts or carousel images, their feed will feature more of those.Pro Tip: Diversify your content. Mix up your Instagram strategy by posting a variety of content, from photos and videos to carousels and reels. Keep track of what works and tailor your content accordingly.
3. Recency of Posts
   Although Instagram doesn’t show posts in strict chronological order, recency still plays a significant role. The algorithm prioritizes fresh content, so posting regularly is essential to staying visible in your followers’ feeds.Pro Tip: Consistency is key. Posting regularly (without spamming) keeps you top of mind with your audience. Develop a content calendar to maintain a steady flow of posts.
4. Relationship with Followers
   The algorithm also prioritizes content from accounts that users interact with most frequently. Instagram wants to create a more personalized experience, so the platform tends to show posts from people users engage with the most (through likes, comments, and direct messages).Pro Tip: Build and nurture genuine relationships with your followers. Respond to comments, reply to DMs, and engage in authentic conversations. Don’t just focus on promoting products—focus on building a community.
5. Hashtags and Discoverability
   Instagram’s use of hashtags plays a significant role in increasing the discoverability of your posts. By using relevant and trending hashtags, you can reach a broader audience beyond just your followers. However, the algorithm now favors hashtags that are specific and directly related to the content.Pro Tip: Research and use hashtags strategically. Don’t overuse generic hashtags like #love or #instagood. Instead, opt for niche hashtags that align closely with your content and audience.
6. Video Content and Reels
   With the rise of TikTok, Instagram has heavily pushed video content, especially Reels. The platform’s algorithm gives Reels more visibility in users’ feeds, making them one of the best ways to increase your reach.Pro Tip: Leverage Instagram Reels to tell your brand story creatively. Since they are given more priority in the feed, short-form videos are a fantastic way to capture attention and gain more followers.
7. Time Spent on Instagram
   The longer a user spends on Instagram, the more content the algorithm will show them. It uses this data to understand what keeps users hooked and engaged.Pro Tip: Create engaging content that encourages people to spend more time interacting with your posts. Whether it’s through captivating captions, interactive stories, or shareable videos, the goal is to keep your audience on your page longer.

How the Algorithm Helps You Grow Your Instagram

Now that we understand the core factors of Instagram’s algorithm, let’s explore how this helps you grow your Instagram business and personal brand.

1. Better Targeting and Reach
   By focusing on user engagement, the algorithm ensures that your content reaches people who are genuinely interested in it. This means that your posts are more likely to be seen by users who are already engaging with similar content or topics. As a result, your reach grows organically.
2. Increased Engagement and Interaction
   The algorithm rewards content that sparks interactions, meaning that the more engaged your followers are, the more visibility your posts will get. This creates a positive feedback loop: the more interaction you get, the more Instagram shows your content, leading to even more engagement.
3. More Opportunities for Discoverability
   Instagram’s algorithm gives businesses and influencers the opportunity to be discovered by new audiences. With the right use of hashtags, location tags, and Reels, your posts can reach beyond your current followers, leading to organic growth.
4. Improved Content Strategy
   Understanding how the algorithm works helps you make data-driven decisions. You’ll know which content formats work best, when to post for maximum engagement, and how to connect with your audience in meaningful ways. This ensures your efforts aren’t wasted on ineffective strategies.
5. Fostering Community and Loyalty
   Instagram’s algorithm rewards authentic engagement, meaning that by interacting with your followers and building genuine relationships, you can foster a loyal community around your brand. When users feel valued and seen, they’re more likely to engage with your content long-term.

Final Thoughts

The Instagram algorithm in 2025 is designed to prioritize relevance, engagement, and authenticity. For businesses and influencers, understanding these changes and adapting your content strategy can lead to significant growth on the platform.

Remember, it’s not just about chasing likes or followers. The real secret to growing your Instagram lies in creating content that resonates with your audience, encourages genuine engagement, and builds lasting relationships.

By focusing on the key algorithm factors—engagement, content diversity, video, hashtags, and relationship-building—you can set your Instagram account up for success. Stay authentic, keep learning, and embrace the ever-changing landscape of social media.