11 Things the Head of Instagram Just Told Us (And What That Means for Your Content)

How to Grow on Instagram in 2025

Updated September 2025

Adam Mosseri, Head of Instagram, just laid out the actual rules of the algorithm in 2025, from how Reels are ranked to why your reach is dropping. And, it’s not shadowbanning.

Here’s what’s changed and what you should be doing to grow on Instagram.

1. What’s the real reason your reach dropped?

If your numbers crashed, the algorithm isn’t punishing you. It’s reacting to everything else your audience is seeing.

Mosseri said the algorithm changes daily based on human behavior—not big dramatic updates.

Reach dips are usually tied to:

• Holidays or seasonal spikes

• Trending news cycles

• Shifts in user attention (e.g., TikTok surges)

So don’t panic. Instead of blaming the algorithm, ask: What else is happening on the platform right now?

2. Instagram is using AI to “read” your videos

Your videos aren’t just getting watched—they’re getting scanned.

Instagram’s algorithm now analyzes each frame of your Reel, along with the transcript, to understand the topic.

That means:

• Captions and visuals affect how you’re ranked

• Background items (like books, gear, tools) signal niche relevance

• The clearer your content focus, the more discoverable it becomes

Treat your Reels like visual SEO. (Read our blog about Instagram SEO and how to make your content discoverable.)

3. Trial Reels are now your #1 growth tool

If you have 1,000+ followers, you now qualify for Instagram’s Trial Reels system.

These Reels are only shown to non-followers. If the engagement is strong, they get pushed to more new viewers—making them a built-in visibility test.

• Repost high performers 

• Test 3-second hook variations 

• Use visual consistency to train the algo

Trial Reels = growth without guessing.

4. You should be reposting 50% of your content

This is not laziness, it’s strategy.

Most people seeing your content are seeing you for the first time. Reposting your top performers or remixing them in new formats increases exposure and eases your creation load.

Options include:

• Republish past Reels (no watermark)

• Reframe old carousels with new captions

• Pull a strong line or insight into a new format

Visibility isn’t always about new. It’s about showing up again.

5. Structured series train the algorithm to understand you

Instead of random one-off posts, create content that lives inside a recognizable theme or system.

Series content works because:

• It signals your niche clearly

• It builds audience habit

• It increases session time + post stacking

Skip “Part 1/Part 2” if it feels tired. Just show up with consistency—same format, tone, or setup.

6. Stories aren’t dead. You just have to work them right.

Instagram Stories are getting a quiet but massive boost—if you use them strategically.

Here’s what works now:

• Space your stories out (every 1–3 hours) to stay top of feed

• Let stories reset (take 24 hrs off if views drop)

• Use reply-worthy stickers to trigger DMs (Instagram’s top signal)

This is how you stay visible without burning out.

7. Shareability > Watch Time

Instagram is deprioritizing long videos that no one shares.

Two formats win:

• Under 15 seconds with full watch-through

• Over 45 seconds only if retention is high

But either way—what matters most is what people do with it:

• Send it to a friend

• DM you about it

• Save it for later

Make content that sparks a reaction—not just a scroll.

8. Metadata is the new SEO

Instagram now uses your captions, hashtags, and visual cues as metadata.

That means the wrong hashtags or vague captions can confuse your visibility—and attract the wrong audience.

What to do instead:

• Use short, searchable captions with natural language

• Avoid spammy or banned hashtags

• Choose 5–10 niche-relevant tags that describe the post, not just the brand

This is visual content SEO. Treat it that way.

9. DM Automation Is Safe—If Done Right

If you’ve been nervous about using DM flows, here’s the green light:

You can use automation tools—as long as they’re approved by Meta.

YES: Tools like Manychat or Minihat (API-based)

NO: Tools that ask for your login (not safe or compliant)

Smart DM flows = better engagement and protection from burnout.

10. Your follower list doesn’t matter

Who you follow has zero impact on your reach.

The algorithm builds your audience based on:

• What you post

• How people engage with it

• What niche it fits into

Stop trying to “train” your feed with follows. Focus on clear content signals instead.

11. Instagram is rewarding small, original creators

Yes, it’s still noisy out there. But Mosseri made it clear: “Big creators are overpaid. Small creators are undervalued.”

That’s your edge.

You don’t need 100,000 followers—you need strong content that’s consistent, clear, and share-worthy.

IG is finally moving in your direction. Meet it halfway.

Final Take: Visibility on IG is no longer about guessing. It’s about clarity.

If your content has been underperforming, the answer isn’t to chase trends or start over.

It’s to refine what’s already working.

Treat your content like an ecosystem, not a slot machine. Show up with structure. Prioritize shareability. Use visual SEO. And build trust in real time.

Instagram’s not dead. It’s just smarter now.

If you want a system that actually works with the new Instagram—not against it—Imagine Social can help. We build clarity-first content engines designed for trust, not trends. Book a mini-discovery call and let's talk.

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About the Author

Michele Biaso is President and CEO of Imagine Social Media and founder of the Girl’s Guide to AI. With over 20 years of experience in digital marketing and AI strategy, Michele helps businesses leverage technology and social media for sustainable growth and standout branding. Connect with her on TikTok, LinkedIn and Instagram.

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FAQ: Instagram Growth FAQ

What are Trial Reels on Instagram, and how do they work? 

Trial Reels are a new Instagram feature that shows your content only to non-followers. If you have 1,000+ followers and post a public Reel, Instagram tests it with a fresh audience. If it performs well, it gets pushed further. It’s designed to grow your reach—especially if you repost high-performing content or test multiple hooks.

Should I repost my Instagram content in 2025, or will that hurt reach?

Reposting is now part of the strategy. Instagram has confirmed that 50% of your content can be reposts—including your own past posts. This isn’t lazy; it’s efficient. Most viewers are seeing you for the first time, so bringing back strong content (without watermarks) actually helps exposure and algorithm training.

What’s more important now—watch time or shareability?

Instagram now prioritizes shareability over watch time. That means content that gets DMed, saved, or reacted to performs better than long-form videos people don’t finish. Aim for short, clear, reaction-worthy posts—especially Reels under 15 seconds or above 45 seconds (if you can keep retention high).

How is Instagram using AI to understand my content? 

Instagram uses AI to analyze your videos frame-by-frame and transcribe your audio. It reads your content visually and contextually, so things like your background, on-screen text, and captions help determine how your content gets categorized and recommended. Treat your videos like visual SEO assets.

Do hashtags still help with reach on Instagram in 2025? 

Hashtags now function as metadata, not magic. Using 5–10 niche-specific hashtags can help Instagram understand your content’s context. Banned or irrelevant tags won’t tank your reach, but they do confuse the algorithm and make your content less discoverable by the right audience.

Is it true that who I follow on Instagram doesn’t impact my reach? 

Correct. Mosseri confirmed that who you follow has no impact on your content distribution. Your reach is based on what you post, how people interact with it, and whether Instagram understands your niche. You don’t need to game the system with your follow list. Just focus on clear, consistent content signals.

How should I optimize Instagram Stories for better engagement? 

To get more views and engagement on Stories, space your posts 1–3 hours apart to stay top-of-feed. Let your story reset if views drop (take 24 hours off), and use reply triggers—like polls or questions—to spark DMs. DMs are now the strongest signal for visibility on Instagram.

What’s the biggest mistake creators are making with Instagram in 2025? 

Chasing reach without relevance. The algorithm might show your content to 100,000 people but if they’re not your people, it won’t convert. Instagram is moving toward niche clarity, not vanity metrics. Your strategy should prioritize alignment and shareability, not just views.

Can I use DM automation without getting flagged?

Yes, if you use Meta-approved API tools like Manychat or Minihat. These are safe, compliant, and powerful when used to deliver value (like lead magnets or FAQs). Never use tools that ask for your login credentials. That’s a violation of Meta’s terms and a red flag for shadowbanning.

How do I train the Instagram algorithm to understand my niche? 

Post consistent, structured content that clearly signals your focus. Series content, visual repetition (format, setting, tone), and strong metadata (captions, hashtags, background cues) all help Instagram categorize your work. The goal is to become reliably recognizable, by both humans and the algorithm.

Do I need 1,000 followers to grow on Instagram in 2025?

No, you can grow at any stage. But hitting 1,000 followers unlocks Trial Reels, a new feature that shows your content to non-followers only. If you're above that threshold, use it to your advantage. If not, focus on building shareable, clear, niche content. That’s what drives real growth.

Should I stop scheduling my Instagram content?

No, but don’t rely on scheduling alone. Real-time content (like reactive Reels and behind-the-scenes Stories) still performs best. Use your content calendar to stay consistent, but leave space for what's timely, personal, and in-the-moment. That’s what builds connection and trust.

Is it okay to repost your own content on Instagram?

Yes, and it's now a smart strategy. Instagram has confirmed that reposting your own high-performing content is encouraged, especially since most viewers are new. Reposts help boost reach without reinventing the wheel. Just avoid watermarked or recycled third-party content.

Is Instagram actually prioritizing small creators now?

That’s the direction they’re moving. According to Mosseri, the algorithm is shifting toward original content from small, niche creators, not just high-follower accounts. It’s not fully there yet, but relevance, clarity, and originality now matter more than follower count alone.