By Jodine McIntyre 
Ever feel like Instagram’s algorithm is out to get you? One post does well, the next tanks – and there’s no clear reason why. You’re not alone.
Thankfully, we’ve just been handed some insider insight. Adam Mosseri, Head of Instagram, recently sat down for a rare, in-depth interview on the Build Your Tribe podcast. I took notes, watched the whole thing, and pulled out the most useful bits for you.
Here’s what you need to know about the Instagram algorithm 2025, direct from the horse’s mouth.
Top Takeaways at a Glance:
- Shares are one of the strongest signals – especially sending posts via DM
- Reach from non-followers is growing – focus on discovery-friendly content
- Hashtags are no longer a major factor in reach
- Instagram search is improving – so your content could have more longevity
- Taking a long break hurts reach – be consistent, even if it’s light
- Partner Ads could unlock new income streams for smaller creators
- Shadowbans aren’t real – check your Account Status if you’re unsure
- You don’t need to post manually – scheduled posts are totally fine
Big Questions – Straight Answers from Adam Mosseri:
Why is my reach mostly coming from people who don’t follow me?
Instagram’s main feed was getting quieter. Fewer people were posting, and usage was dipping. So Instagram leaned into recommendations to surface more content from creators – which means your posts now reach a lot more non-followers by default.
How often does the Instagram algorithm change?
Tiny updates happen daily. Big changes are rare. Major swings in reach are usually due to real-world events (like holidays), not sudden algorithm overhauls.
Is DM automation allowed (like ManyChat’s ‘comment a word for a DM’)?
Yes – but only through approved tools. Never give out your password. If a tool is asking for that, it’s likely shady.
What’s the future of Instagram as a search tool?
They’re working on both:
- Improving how Instagram content appears in Google Search
- Improving Instagram’s own search (especially for finding content, not just accounts)
What should creators and businesses focus on to increase reach on Instagram
Three main things:
- Shares (especially DMs to friends – person-to-person shares matter most)
- Saves
- Time spent watching content (actual seconds, not just completion rate)
Do hashtags still help with reach?
Not really. Adam was very clear on this: hashtags are no longer a major way to grow. Many features tied to them have been retired. You can still use them if you want, but they won’t make much difference to reach.
What if I use a banned hashtag?
It just won’t turn into a link. That’s it. It’s not a strike. But it might slightly limit visibility – especially if the hashtag is linked to unsafe content.
Can the algorithm punish me for certain words or topics?
There’s no public list of “bad” words, but content that’s aggressive, borderline offensive, or too close to the edge (like suggestive images) might not get recommended to new audiences. You’ll still reach your followers, though.
Is shadowbanning real?
No. Instagram now shows your account’s recommendation status inside Settings. If your content isn’t being recommended, you’ll see it there – unless it’s an extreme safety case (which 99.9% of people won’t fall into).
Does being active around the time I post help?
Not directly. But if your activity drives people to engage with your content, that can help performance. It’s not something the algorithm specifically rewards, but it can still make a difference.
Does taking a break hurt?
Yep. If you go quiet for a month or more, Instagram has less recent data to go off, so your return post might not perform well. Not ideal, but also not personal – it’s just how the system works right now.
What’s coming in 2025?
A few exciting things:
- Partner Ads – Brands will be able to run ads using your content (with your permission). This could open up more income for smaller creators.
- Blends – A shared Reels feed between friends or group chats. You’ll see content curated just for the people in that thread.
- Better Search – Instagram’s working on improving its search features, both on the app and in external search results (like Google).
What You Should Focus on Now:
- Make content people want to share. Shares (especially DMs) are the strongest signal to the algorithm.
- Don’t stress about hashtags. They’re not what moves the needle anymore. Focus on context – captions, visuals, and clarity.
- Post consistently. If you need a break, take it – but know you may need to rebuild momentum when you return.
- Keep your content original. Reposting or copying others too often can work against you in the algorithm.
- Use the features that make sense for your style – Reels, Stories, Channels. You don’t have to do everything, but explore what works.
Final Thoughts:
Instagram’s always changing, and that can be frustrating. But it’s also an opportunity.
If you understand what the platform values – original content, engagement, and shareability – you can stop guessing and start creating with confidence.
And if you want help turning updates like this into content that actually works? Come join us in the Social Smarty Society. It’s where we keep up with the changes, together.
This post is based on insights shared by Adam Mosseri, Head of Instagram, in the Build Your Tribe podcast interview.