Instagram recently revealed significant changes to its algorithm for 2025. In a series of short videos shared on his Instagram profile, CEO Adam Mosseri explained how the algorithm works and provided valuable insights into how content is ranked and distributed.

This article serves as a guide for content creators and social media managers looking to optimize their strategies. To make it easier for you, we have compiled and analyzed all the key details in this article.

I. How Instagram Distributes Content

Instagram has disclosed that the platform now categorizes content distribution into two separate approaches

1. Connected Reach

• Focuses on content shown to existing followers.
• Prioritizes engagement through likes.
• Aims to nurture established community relationships.

2. Unconnected Reach

• Targets potential new followers.
• Emphasizes content sharing and discovery.
• Helps expand audience reach.

Each distribution type is influenced by different metrics, meaning you need to adjust your strategy depending on whether you want to engage your current followers or attract new ones.

II. The Most Important Instagram Metrics

Mosseri highlighted three key metrics that determine content performance in 2025:

1. Watch Time

• The most important metric for both connected and unconnected reach.
• Longer watch time improves content ranking.
• Engagement quality matters more than quantity.
• The more time users spend on your content, the higher it ranks.

2. Likes

• A traditional engagement metric that still plays a key role.
• Carries more weight for connected reach (existing followers).
• Indicates how well your content resonates with your audience.
• Likes still matter, especially for engaging your current followers.

3. Shares

• Essential for content discovery.
• Strongly influences unconnected reach (reaching new audiences).
• Helps organic content distribution.
• Shares are crucial for expanding your audience and reaching new users.

III. Which Metric Matters Most for Each Distribution Type?

• Connected Reach (current followers): Likes carry more weight.
• Unconnected Reach (potential new followers): Shares are more important.

How to Reach Non-Followers

In the second video of this series, Mosseri also shared best practices for unconnected reach, meaning how your content can appear as a suggestion to non-followers. Here are his five tips:

• Avoid watermarks (content with visible watermarks, like from TikTok, will not rank well).
• Add sound (especially for photos and carousels).
• Keep videos short (ideally under three minutes).
• Ensure originality (you can use other people’s content, but it must be uniquely transformed).
• Maintain good account standing (check your account status under profile settings).

IV. How Instagram Ranks Stories

In the third video of this series, Mosseri discussed Instagram Stories, a feature designed to help users connect with their closest audience. Stories can be a powerful tool for engaging loyal followers through behind-the-scenes content and time-sensitive updates.

1. How Does Instagram Rank Stories?

The algorithm prioritizes content based on the likelihood that users will:

• Tap on your Story.
• Like your Story.
• Reply to your Story.

Tip: If you use Stories, focus on interactive and engaging content that encourages reactions and conversations.

2. How to Apply These Insights in Practice

• Prioritize shareable content If you want to increase unconnected reach, create content that people want to share with their friends or repost in their stories. Example: Memes, informative posts, and quick tips work well.
• Connect with your followers To maintain strong relationships with your current audience, focus on content that resonates with them. Content that addresses pain points, educates, or entertains is more likely to receive likes.
• Focus on content quality Engaging content that holds viewers’ attention is crucial for increasing engagement and growing your audience. Design content that people want to share, not just scroll past.
• Follow best practices for unconnected reach If your goal is to appear in suggested content, follow Mosseri’s five tips—ensure originality, use sound, avoid watermarks, and adhere to Instagram’s guidelines.

Conclusion

The Instagram algorithm plays a crucial role in determining the success of your content strategy. By applying these insights and understanding how Instagram ranks content, you can enhance your post performance and expand your audience reach.

For more tips on brand growth through social media, visit SO9.io. Wishing you success in your content strategy!

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