Are you struggling to gain visibility on Instagram? To achieve this goal, you absolutely must understand its algorithm. Because navigating Instagram without understanding the algorithm is a bit like cooking blind. You add ingredients without knowing what will make the sauce rise…
News feed, stories, Reels, exploration… In 2025, the algorithm is no longer a simple headache. It’s a veritable conductor who decides who sees what, when and how.
Don’t panic, Casaneo, the recognized expert in affiliate marketing, has deciphered all this for you in clear language, with concrete advice on how to make the most of the machine!
What you need to understand about the global workings of the Instagram algorithm
First of all, there’s a myth to be deconstructed: there isn’t just one, but several algorithms!
Indeed, contrary to what many may think, Instagram doesn’t rely on a single all-powerful algorithm. No, it isn’t. It’s a bit like a kitchen with several pots on the stove.
Each section of the app (News Feed, Stories, Reels and the Explorer page) has its own system. According to Instagram director Adam Mosseri, the platform comprises “various algorithms, classifiers and processes, each with its own purpose”.
Each algorithm serves a specific purpose. But they all share a common goal: to offer each user the most relevant content possible, based on their past behavior.
So we’re going to break down each section to help you better understand how they work.
News feed: the hunt for commitment
The News Feed is where your subscribers see your classic publications: images, carousels, videos and Reels. It’s where the algorithm makes all the difference.
Here, the algorithm will focus on :
- Userinteraction history : Have they already liked, commented on or shared your content?
- Publication popularity: How many likes, comments or registrations? And above all, how fast?
- The relationship with the author: how often does the user interact with you?
So, if your goal is to be highly visible in the news feed :
- Aim for engagement in the first few minutes. Publish when your community is active. A good post at 6 p.m. is better than a masterpiece posted at midnight.
- Encourage private sharing. In 2025, it’s the secret weapon! Private message shares are now a strong signal for the algorithm.
- Take care of the relationship. Reply to comments, interact in DMs. Instagram loves long-lasting, reciprocal relationships.
- Make your content “saveable”. Tips, inspirational quotes, tutorials… Make people want to keep you around!
Think of the “snowball effect”. The earlier it rolls, the faster it grows!
Tip: Post when your audience is particularly active. A good engagement rate in the first 30 minutes makes all the difference.
Stories: play the proximity card
As for the stories algorithm, it’s all about proximity. Stories are ephemeral windows at the very top of the screen. Their purpose is not to recruit, but to build loyalty.
What does the algorithm favor?
- Accounts whose stories we often look at;
- Those to which we react by emoji, question, or DM ;
- Strong social ties (family, friends, close brands).
So, if you want to make it big in the world of stories :
- Publish often. A story a day keeps you from forgetting, believe it or not.
- Addinteraction. Polls, quizzes, emotion sliders… Stickers are like salt: they spice things up.
- Stimulate responses. Ask questions, ask for opinions. The aim: to create a dialogue, not a monologue.
- Create appointments. A game on Monday, a tip on Wednesday… Regularity reassures and builds loyalty.
Be the brand that says “good morning” every morning with its virtual coffee.
Tip: Successful stories mix spontaneous content, dynamic formats and calls to action. Dare to vary the types of content.
Reels: the playground to get noticed
The Reel is the TikTok of Instagram. The place where anything can happen. A good Reel can propel your brand into the stratosphere.
Its algorithm is all about discovery. What does it look for?
- What users like, comment on and, above all, share;
- If the content follows current trends (music, visual style, effects) ;
- The link between the user and the author (if any).
Want to boost your visibility with Reels?
- Jump smartly on trends. No need to reinvent the wheel. The sounds of the moment make all the difference.
- Rely on sharing. A funny, inspiring or bluffing Reel = shared in DM = boosted in the algorithm.
- Don’t overlook quality. Sharp images, dynamic editing, good lighting… It’s not Netflix, but it’s close.
- Inform by entertaining. Put emotion at the heart of your content. The winning combo? Useful content, presented in a fun way. Your Reels must make you want to come back.
Tip: Content must be captivating from the very first three seconds. Reels are like speed-dating with your audience. In less than 10 seconds, you need to leave a lasting impression.
The Explorer page: the hunt for new subscribers
The Explorer page is the best place to be discovered by people who don’t yet follow you. The algorithm here is a sleuth: it spots content that is similar to what the user has already liked.
Here, you’re faced with a curious and demanding algorithm. It is based on :
- Popularity of publications ;
- The user’s past interactions with similar content;
- Implicit preferences (types of visuals, subjects, formats).
So, if you want to win over a new audience on Explorer :
- Optimize your hashtags. Use 5 to 8 relevant hashtags, no more.
- Take care of the visual. A striking visual is as eye-catching as a lit shop window on a dark street.
- Use engaging captions. A good hook, an open-ended question… you need to grab attention from the very first line.
- Encourage recording. Offer checklists, quotes, guides… anything that makes people want to “save for later”.
Think of your post like a movie poster. It has to make you want to know more at first glance.
Tip: Try out “carousel with tips” or “before/after” visuals. These formats encourage people to swipe, save… and therefore to be highlighted.
So what are the key trends for 2025?
The Instagram algorithm isn’t a wall to break down, it’s a maze to understand. Once you’ve got the plan, you’ll move forward much faster.
The reign of the DM
For some time now, private messages have been taking precedence over likes. Instagram increasingly values content that generates private conversations. So create content that people will want to share discreetly with their friends.
Authenticity first
Gone are the overly polished feeds and frozen photos. What works in 2025 is the human element, accepted imperfection and emotion. So show your behind-the-scenes stories, your failures, your real successes. The algorithm likes what people like. And people like what’s true.
Micro-communities gain ground
Successful brands are those that create a genuine connection with their audience. You don’t have to please everyone. Better 100 engaged fans than 10,000 absent subscribers.
The winning Instagram strategy in 2025?
Don’t try to beat the algorithm. Try to please your subscribers, the algorithm will follow.
- Understand where you publish. Feeds, Stories, Reels, Explorer: each has its own rules, codes and algorithm.
- Create content designed for interaction. DM shares, comments, recordings, story responses… These are your best allies.
- Pay attention to your timing. Publish when your audience is connected to capture engagement at the right time.
- Strengthen relationships. Respond, engage, be present. Social relationships are the key to visibility.
- Test, analyze, adjust. Monitor performance, test different formats, sounds, publication times… until you find the magic formula that works for you.
Instagram’s algorithm in 2025 isn’t there to get in your way. It’s there to offer each user what they want to see. It’s up to you to understand the rules of the game, to speak its language, and to offer content that your audience will want to like, share, comment on… and, above all, review.
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