Insta watch: How Instagram's algorithm works in 2025 - Metrics and tips
Mar 21, 2025
Understanding how algorithms work at any given point is an ongoing job for digital professionals or creators, whether aspiring or established. Every once in a while, we all have to refresh our knowledge on how the mechanisms may have evolved and what the latest practices are. Some of the most frequent questions I get from people taking their first steps in promoting their business or work on Instagram is: 'What is the difference between Reels and Stories?', 'What do I need to be aware of when creating my posts?', and 'How often should I post'?
Thankfully for all of us, the Head of Instagram himself, Mr. Adam Mosseri has been frequently sharing insights into how Instagram ranks content and advice to creators on how they can optimise their posts. Here’s a breakdown of what he shared in his videos (links at the end of this post):
Connected vs. Recommended Reach
Instagram has two types of reach:
Connected Reach: This applies to content shown to people who already follow you.
MOST IMPORTANT METRIC: How much of a video they are likely to watch, whether they’ll like it, and whether they’ll send it to a friend. Likes are slightly more important in this case.Recommended Reach: This applies to content shown to people who don’t follow you yet. It’s Instagram’s way of expanding reach to new audiences.
MOST IMPORTANT METRIC: Here, shares (sends) are slightly more important than likes.
To track how your content is performing, check your insights and focus on these key metrics: average watch time, likes per reach, and sends per reach.
How ranking works for reels
Reels are a major driver of growth on Instagram, especially for reaching new audiences. If you want your Reels to show up in recommendations, follow these five key rules:
No watermarks – Videos with visible logos (such as TikTok watermarks) will be deprioritized.
Use audio – Especially important for photos and carousels.
Keep videos under 3 minutes – Shorter videos perform better.
Ensure originality – You can remix others' content, but it must be significantly transformed (e.g., adding a green screen and commentary).
Maintain a good account status – Check your account status in settings to ensure eligibility.
Tips for more successful reels
Want to maximize engagement? Here’s what you should keep in mind:
Avoid watermarks and logos – This will increase your reach.
Use trending or dynamic audio – Engaging audio helps boost visibility.
Post regularly and consistently – At least once a week, and keep a clear theme.
Experiment – What works today may not work in a few months. Try different formats and styles.
Use trial Reels – This feature lets you post a Reel to only non-followers before deciding to show it to your audience.
How ranking works for stories
Stories function differently from feed posts. They are primarily meant for connecting with people who already follow you, not for reaching new audiences.
The most important factors for ranking Stories are:
How likely someone is to tap on your story
How likely they are to like your story
How likely they are to send a message or reply
Since Stories engage your most loyal followers, they’re great for behind-the-scenes content, raw and authentic moments, and time-sensitive updates.
How ranking works for the feed and what are the most important metrics?
Feed posts are ranked based on how much people engage with them. Instagram looks at:
How much time people spend on a post
How likely they are to like or comment
How likely they are to share it with others
While feed posts are no longer the primary way to grow, they still help build connections with your audience.
Tips for your profile
Your profile is often a first impression for new visitors. Here’s how to optimize it:
Choose a clear profile picture – Ideally, your face should be visible and text should be avoided.
Write a strong bio – Include keywords about what you do to improve searchability.
Pin key posts – You can pin up to three posts (Reels, photos, or carousels) to the top of your grid.
Don’t stress too much about perfection – Most people will engage with your content in-feed or via Stories, so focus more on sharing than curating.
Key metrics to track
To measure success on Instagram, pay attention to these metrics:
Average watch time – The longer people watch, the better.
Likes per reach – A good engagement indicator.
Sends per reach – Important for recommendation ranking.
Profile visits – Helps you understand how many new people are discovering you.
Follower growth – A sign that your content is reaching new audiences.
By following these best practices and keeping up with Instagram’s evolving algorithm, you’ll have a much better chance of increasing your reach and engagement.
For more details, check out Adam Mosseri’s original videos: