Learn how Instagram's 2025 algorithm ranks content and how brands and creators can boost visibility.
It is common for social media marketers to find themselves needing clarification on why suddenly their Instagram posts aren't generating high engagement. Even after spending hours researching the latest relevant trend or curating a post similar to those that have led to high engagement previously. As a result, marketers must keep up with the ever-shifting Instagram algorithms to maximize their content, regardless of how challenging it can seem. However, once understood and applied, it can help marketers optimize the effectiveness of their content.
Throughout the following guide, we will answer all your questions regarding how to figure out your Instagram algorithm and set yourself up for success when planning your Instagram strategy.
TL;DR
Contrary to popular belief, there isn’t one singular algorithm that dictates what Instagram users see. Rather, Instagram uses multiple algorithms along with categories and processes that each help personalize and determine what to boost to individual feeds.
The Instagram algorithm is a formula made up of AI-powered signals that determine what appears on your Instagram feed — this applies to Stories, Reels, feed posts and anything that appears on the Explore page.
To personalize each user’s experience, the Instagram algorithm ranks content based on key engagement signals. These signals include:
Ultimately, the algorithm combines information about your content with individual user behavior, content type and platform trends to provide the right content to the people who are most likely to engage with it.
Instagram’s algorithm in 2025 is powered by multiple AI systems that constantly learn and adapt. These systems use a variety of input signals, like the content of a post, how users have interacted with similar posts and individual engagement history to predict what each person is most likely to find relevant or valuable. As users scroll, the algorithm makes real-time decisions, responsively adjusting rankings based on how content performs and how the system itself evolves over time.
Ranking is also influenced by broader patterns of engagement. If a post receives consistent positive interactions (such as saves, shares or long watch times), it’s more likely to appear higher in feeds. On the flip side, if content is flagged, performs poorly or violates community guidelines, it’s either demoted or removed. Multiple AI systems work in tandem, with some focused on content from accounts users follow and others that surface recommended posts. This helps to create a feed that blends personalized, high-interest content with platform-wide recommendations.
One of the most significant changes in 2025 is Instagram’s new partnership with Google, rolled out in July. Now, public content from creators and business accounts (personal accounts are not included in this update) can be indexed, and therefore appear in Google search results (SERPs), which expands organic reach far beyond the app. This update means that posts optimized with relevant captions, alt text and keywords can gain visibility through both Instagram’s algorithm and Google’s search engine, bringing your social content (and your brand) to users who might not be active on Instagram.
For brands, this shift reinforces the importance of strategic content planning: visuals need to engage in the feed, but also be discoverable through search. That means thinking beyond Instagram’s ecosystem and integrating social media SEO best practices into your Instagram strategy, like targeted keywords, consistent branding and valuable, searchable content. Most searches are categorized as either transactional (providing a product or service), informational (what question does your content help answer?) and navigational (what website or brand is a user looking for?). For the purpose of Instagram, most content will fall under transactional or informational — understanding your content’s purpose in a user’s search journey will help you create intentional content.
In light of understanding how the algorithm works and the factors taken into account when ranking content, let's examine how it works explicitly for different content formats on Instagram.
The algorithm for feed posts has changed to focus mainly on user interests over when it was posted. With AI now helping to drive personalized ranking, Instagram evaluates content and relevance and how it aligns with a user’s recent in-app behavior. When it comes to determining how the algorithm ranks your feed content, consider the following ranking signals:
To rank higher in the feed:
Why it matters: Feed posts are still a major touchpoint, but relevance now beats recency. If your posts regularly align with a user’s behavior and interests, they’re far more likely to be prioritized in their feed. That means the right content can keep performing long after it's published.
With Instagram Reels, users don't just see content from the people they follow but from a much broader pool of creators. AI-powered recommendations now drive Reels more than any other format, surfacing content that considers which content users find most entertaining and providing them with more of that.
The algorithm focuses on three signals:
To increase Reels performance:
Why it matters: Using Instagram Reels to grow your business offers unmatched reach on Instagram. If you align your content with entertainment trends and keep your strategy tight, your Reels can reach entirely new audiences without relying on ads or existing followers.
Instagram Stories have a 24-hour lifespan, so timeliness is less important. Consistency and regular sharing are, therefore, more critical — brands should also look for opportunities in their Story strategy to encourage interaction by including elements like questions, quizzes and polls. Stories now benefit from AI that prioritizes personal interaction history, showing your content to users you’ve built relationships with.
More than anything else, marketers need to keep their eyes on their Instagram Story insights to determine what works and what should change to stay ahead of the competition.
Why it matters: Stories are built for habitual viewing. The more often you show up and encourage responses, the more likely your content is to stay at the front of the line. The algorithm rewards relationship-building, so leverage Story features that spark meaningful interactions. Track your Story insights to refine your approach and ensure you're not missing easy wins.
Similar to how the Instagram algorithm works for feed posts, the Explore page values content that seems interesting and relevant to users. But there is a twist. The content on the Explore Page is almost entirely made up of content from accounts that the users do not follow — thus presenting a fantastic opportunity for brands to capture the attention of new audiences. And as of recently, viewers can use the search bar to enter keywords and find specific content.
Why it matters: The Explore Page is your shot at organic reach beyond your followers. Posting strategically here means your content works harder, reaching users who are already interested in what you offer — even if they’ve never heard of your brand.
Curious how to take your overall Instagram presence to the next level? While Instagram and its algorithm have evolved since its 2010 inception, ultimately, it aims to deliver personalized, relevant and engaging content to each user. With a shift from chronological feeds, brands need to rethink their approach to engagement.
Here are five tips for boosting your content in Instagram’s algorithm.
Instagram’s latest updates favor original content more than ever. Repurposed or overly promotional posts are getting deprioritized, while helpful, entertaining or educational content gets boosted. Brands should focus on creating posts that solve a problem, teach something new or entertain in a unique way.
While original, value-driven content continues to be important for Instagram visibility, this doesn’t mean brands should neglect the impact of Instagram trends. In fact, the Instagram algorithm tends to push content that incorporates trending audio or is already experiencing significant engagement — and tapping into these Instagram trends helps your content achieve higher engagement.
In 2025, Instagram’s search functionality uses natural language processing to surface posts based on caption relevance, not just hashtags. Brands should write captions that include relevant keywords users might search for (e.g., “sustainable skincare tips”), while still encouraging engagement through questions, CTAs or short storytelling. Emojis and line breaks can help improve readability without sacrificing SEO.
While likes are, and will always be, a fundamental signal that your content is doing well, it’s not necessarily the most important metric to track. In fact, Instagram’s algorithm puts more weight on saves and shares over likes and comments. Encouraging saves and shares, whether it’s because your content is entertaining, educational or offers value in some other way, is a great way to create content that users will want to reference later.
While the best time to post on Instagram depends on your industry, timezone and other factors, it’s important to identify when your audience is most active and try to share content when they are. Tools like Dash Social’s Scheduler can help you pinpoint the best time to post when your audience is online, engaged and ready to save and share.
Hashtags still help with discoverability, but they’re no longer the primary way content gets found. Instagram now relies more on keyword-based search and interest signals. That means the platform can surface posts that match a user’s behavior, even if the content doesn’t include the exact hashtag they searched for. That said, hashtags still play a supporting role:
If your content isn’t getting the reach or engagement it used to, the algorithm may no longer be recognizing your posts as relevant. The good news? You can retrain it. Here's how:
Fixing the algorithm isn’t instant, but with the right strategy, it can bounce back quickly — especially if you keep your audience at the center of your content decisions.
Instagram posting hours can vary depending on timezone, day and even depending on which industry you’re in. Generally, the global best time to post on Instagram is anytime after 10 p.m. right up until 12 a.m. local time — however, tools like Dash Social’s Scheduler can help you determine your unique best time to post so you can maximize your chances to earn the most engagement possible.