Instagram reveals how its algorithm will work in 2025

Instagram has provided a level of transparency for marketers, for the year ahead on how its algorithm will work in the near future. 

First on the list was how content will be organised, with the app moving to two different primary categories: Connected Reach and Unconnected Reach. With the latter allowing content to be shown to audiences who don’t follow you yet, the potential opportunity to reach new customers organically has never been within reach (literally). 

With this content being ranked, Instagram has determined the three key metrics that will influence its place:

• Watch time – the duration someone watches your content for
• Likes – a metric holding value
• Sends – the chance to reach new audiences via your engaged audience

Combining the key metrics and the new categories, likes will play a larger part in pushing Connected Reach, and sends will drive the Unconnected Reach.

The level of transparency from Instagram should allow marketers to effectively plan content with the above in mind, as they prepare to utilise the platform to grow both their engaged and new audiences.

We spoke to Annie-Mai Hodge, Founder of Girl Power Marketing, about her opinion on Instagram’s algorithm in 2025:

Expert Opinion

Annie-Mai Hodge, Founder of Girl Power Marketing

"Instagram are pretty good at keeping their audience in the loop with algorithm updates and any changes to ranking factors — regardless of how you feel about the actual algorithm and how it works. If anyone has told you that likes are just a vanity metric and they don’t matter, well, it’s time to throw that out of the window as it’s a key metric in ensuring more of your followers see your content. If you want more reach, and to connect with people who aren’t following you yet, then you need to be looking at sends, which sends a signal to Instagram’s algorithm that your content is likely to be sent to a friend. Data is EVERYTHING here, and you can find all the data you need in your insights within the Instagram app -- as long as you have a business or creator account. Use this data to inform your strategy, and watch your content fly."