Understanding the Instagram Algorithm Ranking Signals in 2025

If you are a creator on Instagram, one of the questions you may have in mind is how the Instagram algorithm works in 2025. This is an important question, as your content can easily get lost among millions of others if you don't understand the intricacies of the algorithm. The Instagram algorithm uses machine learning to determine the content that users are most likely to be interested in.

This is a good thing as it means that the business's content is expected to be seen by its target audience. If you are creating relevant, engaging, and timely content, the Instagram algorithm is expected to favor you. More people will see your content compared to when the algorithm was chronological. This article provides you with everything you need to know about the Instagram algorithm in 2025.

What is the Instagram Algorithm?

The Instagram algorithm is a system used by the social media platform to determine the order in which content is shown. Unlike what many creators think, social media algorithms aren't a single concept, but rather a variety of algorithms, processes, and classifiers, all serving different purposes. 

The Instagram algorithm has one primary goal: to keep you on the platform longer by delivering the kind of content you are most likely to find interesting and relevant. While the algorithm changes regularly, five factors determine the content the Instagram algorithm uses to decide what users see. 

Top 5 Pillars of the Instagram Algorithm

Here are the top pillars that the Instagram algorithm considers when ranking content:

Interest

As noted earlier, the Instagram algorithm tends to serve users the content they are most likely to be interested in. That means it shows content to users depending on the account they interact with. When considering the post interactions, Instagram considers several interaction factors such as:

• Posts liked
• Posts commented on
• Posts shared
• Posts tagged

Instagram uses these factors to determine the accounts users see and the subjects they are interested in. It then determines the content to show you. That means any marketer on Instagram can use this to their advantage by: 

• Creating engaging content that drives engagement, like likes, comments, and shares.
• Encouraging their followers to tag their friends in the comments.
• Regular posting enables users to interact with content and demonstrate their interest in it.

Relationship

The second pillar of the Instagram algorithm is Relationship. Instagram categorizes the accounts you follow into two: Your favourite accounts and your not-so-favourite accounts. For instance, you might have a higher interest in the accounts of your mom and your best friend. On the other hand, you might not have so much interest in the account of the 2022 winner of American Idol or that of a shoe brand.

While this information may look inconsequential and you may wonder how it affects the algorithm, it's essential to Instagram. The platform will consider the users you interact with more to get a clearer picture of those with whom you have the strongest relationships. It will consider the accounts you search for and your relationship with them. The platform will then display additional content similar to this. 

It will also monitor your interaction with the post. Over time, the platform will learn about your closest people and the type of content they should display to you.  

So, what should businesses do about this pillar of the Instagram algorithm? While building a relationship with customers may not be easy, several steps can be taken by companies to facilitate this process. These are: 

• Creating interaction-driven posts.
• Encouraging them to DM their issues or questions.
• Creating posts that drive user interaction.

Timeliness

Timeliness is also a crucial factor that the Instagram algorithm takes into account. Following complaints from users about outdated posts, the platform now prioritizes fresh content. This means the platform prioritizes the most recent post and will not show you posts that are a week or even a few days old. By providing you with the latest content, Instagram ensures that you can engage with your best friend’s post. 

If you are a marketer wanting to rank on Instagram, it means you can do the following to benefit from this pillar: 

• Understand when your Instagram audience is most active on the platform and post there.
• Consider audiences in different time zones and post the content during its peak usage time.
• Post regularly to provide your followers with more content options to engage with.

Frequency

The fourth pillar of the Instagram algorithm considers the usage frequency. People who log into Instagram multiple times a day are more likely to see posts appear in chronological order, compared to those who use the platform less frequently. This is because the Instagram algorithm also considers the timelessness of content.

Since the app aims to display the most recent posts, regularly scrolling will ensure that your content appears in chronological order. On the other hand, if you only use the app once a week, you will be shown posts based on various factors, such as interest and relationship, rather than in chronological order.

As a marketer or content creator trying to rank on Instagram, it can be challenging to leverage the frequency pillar. You might think that encouraging users to open their apps more often is a good idea. However, when you do so, there is still no guarantee that your content will appear at the top of the feed. Therefore, it is better to focus on the other algorithm pillars.

Following

The fifth pillar of the Instagram algorithm is the number of followers an account follows. Accounts that follow hundreds or even thousands of other accounts are likely to see fresh content more frequently because the algorithm has more options. However, if you follow only a few accounts, the algorithm may show you old content.

Also, there isn't much that marketers can do to take advantage of this pillar, and they are better off focusing on the pillars they have control over. 

How Instagram Ranks Different Sections

In the previous section, we explained a general overview of how IG ranking works. However, it's essential to note that the various sections of Instagram have distinct ranking signals.

The Instagram Feed Ranking

Since the feed is the first thing that people see when they open the Instagram app, it is the most commonly discussed. The feed consists of a combination of content, such as videos, photos, and carousels (posts comprised of multiple videos or pictures). While there are thousands of signals used to rank content on the Instagram feed, here are some of the most important signals that determine the content ranking: 

• Content you engage in. If the Instagram algorithm notices that you like, share, comment on, or save specific posts, it interprets that as a sign that the content resonates with you. 
• Content performance. The algorithm also considers the popularity of the content by examining factors such as the number of likes, engagement rate, and information about the post, including posting time and location tags. 
• Post creator’s details. Instagram will also examine the details of the person who posted, including the number of people who interacted with the post in the previous week. This provides them with an idea of how interesting the user may find the creator.
• Relationship history. As noted earlier, Instagram will consider the relationship between the creator and the person viewing their content. It will look at how often they comment on each other's posts. This enables them to determine the people who would like to see more of their content.

Instagram uses the above factors to determine whether a user is likely to interact with a post on the feed.

How to Improve Your Instagram Feed Reach

If you're marketing your business on Instagram, you want to know how to make your posts reach more people on the feed. If you observe the factors we have discussed that IG considers when creating content on IG, one of the things you will notice is that the algorithm prioritizes genuine engagement. To drive engagement on your IG posts, use the following tips:

Create More Carousel Posts

Instead of posting several posts or videos differently, consider posting them as carousel posts. Instagram allows you to include a maximum of 20 videos or photos in a carousel post. When a user views your carousel visuals but doesn't swipe to the end, the algorithm considers the unseen images as new content and will show the user again. 

This increases the chances of carousel posts receiving higher engagement. That’s why carousel posts tend to receive higher engagement than single videos or images. 

Consider Using Audio

Unlike what some creators think, audio shouldn't be used only on videos. Instead, it's possible to add soundtracks to carousels and even single image posts. While this isn't an Instagram requirement, it can be a good way to capture the attention of users who have the sound on while scrolling through the Instagram feed. It could, therefore, result in more post engagement. Additionally, carousels with audio can appear on the Reels feed.

Use the Right Image and Dimension Size

The post dimensions and sizes can help your image to stand out. This is why it is recommended to ensure that your pictures are of the recommended Instagram image sizes. With such photos, you won't need to crop or deal with pixelation issues. This will provide you with polished-looking content, resulting in higher engagement rates.

Instagram Stories Algorithm

Instagram Stories are beneficial to creators because they appear on the user’s feed immediately the app is opened. Therefore, you should leverage Instagram stories to create a sense of urgency. However, brands can find it challenging to appear in this section, as people often focus on posts from their closest friends and family. The Stories algorithm considers different factors such as:

• Viewing history. The Instagram algorithm is likely to show stories from the accounts you view often. 
• Engagement history. If you previously engaged with an account through DM, commenting, or liking their story, Instagram is likely to show you more of such a story. Therefore, brands need to understand the top Instagram DM sales scripts to utilize.
• Relationship. Instagram will show you more stories of the people you are related to, such as family and friends. 

Instagram will use these signals to make predictions about the stories it considers valuable and relevant. For instance, it will consider your likelihood of engaging with the story—by responding to it or swiping to the next. 

From these factors, it's clear that Instagram Stories are best suited for reaching your family and friends, and may not be the best choice for reaching new people. On the other hand, they help creators form deeper connections with their existing followers.

Instagram Stories will enable you to engage your community, as they will see your content immediately when they open the app. To increase engagement on your Instagram stories, you can

Create Interactive Stories

Instagram provides creators with a range of tools to enhance engagement on their stories. These include polls and question stickers that will cause people to keep tapping, looking, and sharing the stories. Once the algorithm notices that someone is engaging more with your story, it will show them more of your stories. You can also turn the question stickers into AMA events, allowing you to create follow-up stories.

Consider a New Content Angle

Ensure that you put some thought into your stories by providing them with fresh content. For instance, if you create cooking content, instead of constantly posting your ingredients, you can provide them with a behind-the-scenes view of the cooking procedure. You can also list your ingredients in stories. 

Leverage User-Generated Content

Nowadays, social media users are seeking genuine and authentic content. There is nothing that offers you that more than UGC content. Additionally, studies indicate that  they trust content created by other users as much as they trust content created by brands. Therefore, when someone tags you about how much they like the shoes they bought from you, tag them with a brief thank you note. 

When you leverage user-generated content as social proof, it can help encourage people who are not yet your followers to trust your brand and even buy from it. Additionally, when others see that you are tagging other creators, you can encourage them to share as well.

Understanding the Instagram Reels Algorithm

To access the Instagram Reel, tap the video icon located at the bottom of your feed. This is probably the best way for brands to market their products or services, as it recommends content that falls outside of what they typically follow. When ranking reels, Instagram considers various factors such as:

• User activity. If there are reels you liked, commented on, shared, saved, or even engaged with, Instagram will show you more of such reels.
• Interaction between the creator and the user. If there is an account you engage with a lot, either through likes, comments, and shares, the algorithm will interpret that as a signal that you would like to see more of such content. 
• Real information. The Instagram algorithm considers factors such as the visuals of the reel, its audio track, and the popularity when determining how widely it should distribute the reel. 
• Creators information. The algorithm will also consider information about the person who posted, such as their number of followers and their engagement level, to share content from different creators.

With this in mind, there are several factors you can use to increase the visibility of your IG reels. These include:

Leverage Momentum

When you see that one of your reels has taken off, don’t be in a hurry to post another similar reel. Instead, wait for a day or two to post another one. This is important as the Instagram algorithm considers the recency of engagement received from your videos. If your video goes viral, it's a sign that people are interested in your content, meaning your next post is also likely to gain traction.

Have Different Users in Mind

About 50% of all Instagram videos are watched without sound. That means if you want to grab your viewers' attention, you need to begin with a strong hook. This will enable you to catch the attention of the people who prefer to watch videos without sound. 

For instance, to help viewers understand what your reel is about, add some text on the first frame to inform them of the reel's content from the start. Add a theme or title at the top throughout, encouraging your viewers to understand from the beginning what they will be listening to. 

Avoid Using Large Watermarks and Logos

One fact that is now clear is that if a reel has a watermark, Instagram tends to push it down the algorithm. While your brand logos aren't a problem, posting reels with TikTok's logo will push them down, and those with a watermark from the video-sharing app may also be affected. Therefore, if you are creating videos to post on various platforms, ensure that you save a version of the video before adding platform-specific elements.

The Instagram Explore Page Algorithm

The Explore page is another excellent option for brands and creators targeting people who don't follow them. This enables people who don't follow you to find you. To access the Explore page, you can tap on the magnifying glass located at the bottom of your Instagram app. 

The Explore page features a grid-style layout of videos and photos that users are likely to be interested in, based on posts they have previously liked, saved, or shared. The Explore page considers different factors such as:

• Post information. Just like the Instagram feed, the algorithm will also consider the popularity of the post, the number of likes, shares, and saves it receives, as well as the frequency at which these actions occur. In fact, the Explore Page is where post popularity matters more than even in the stories or the Explore section. 
• Explore the user's page activity. The IG Instagram will also observe the content the user engages with and how they interacted with the Explore page post previously. If someone engages with a particular type of post, the more such posts are likely to appear.
• How the user interacts with the poster. As noted earlier, the content shown to users on their Explore page is often from accounts they don't follow or haven't even seen before. However, if you have already interacted with an account before, Instagram will interpret this as a sign that you are likely interested in seeing more content from that account. 
• Creator’s information. Instagram will consider the frequency of your interactions with the account over the past few weeks. 

To enable your content to get in front of more people, you can use the following tips:

Use Trending Audio

Instagram pays attention to trending audio, thus videos that use these sounds are likely to be recommended more. However, don't try to force trending audio on your reels, even if it doesn't match.

Post Reels Less Than 90 seconds

If an Instagram user doesn't follow a creator, they will usually be shown reels that are a maximum of three minutes long. However, the shorter ones generate more interest, especially when they are between 30 and 90 seconds long. This is the sweet spot that enables you to capture important details and keep users engaged. 

Consider the Number of Shares

Another key factor that Instagram's algorithm considers heavily is the number of shares through DM, especially when these come from accounts that do not follow you. This is because it shows that the algorithm recognizes the user's affinity for the content, prompting them to share it with their friends. Therefore, the platform considers this as a sign of quality content. 

You can go to the post and tap on View Insights to get a good idea of the posts receiving the highest number of shares. When you see patterns in your highly shared content, you can then focus on creating more of such content. Remember that the search function is also located on the Explore page; therefore, this is where you should optimize for Instagram SEO. Consequently, you should utilize SEO tools to enhance your digital marketing strategy.

Final Thoughts

If you're trying to grow your Instagram account, it's essential to understand how SEO works. The good news is that, unlike many platforms, Instagram provides a lot of information on how it ranks content. By understanding what Instagram is looking for, it becomes easier to create content that will rank high. In our detailed steps above, we have provided all the necessary insights you need to know to rank highly on Instagram.