Since 2016, Instagram has operated with an algorithm-based feed for displaying content. Over time, Instagram's algorithm has continued to evolve, prioritizing factors like content relevance, user preferences, and, more recently, original content over reposts. Instagram’s algorithm changes have significantly impacted how content is distributed and consumed on the platform.
Working with an understanding of the algorithm, creators, influencers, and businesses can still achieve meaningful exposure with the right strategy and raise engagement on their Instagram accounts. So, how do you beat the Instagram algorithm? Let's explore how to grow on Instagram in 2025 and beyond.
How does the Instagram algorithm work?
The Instagram algorithm — which is actually a collection of algorithms, classifications, and processes – analyzes thousands of data points, called ranking signals, based on a user’s browsing pattern and interaction history. There are four ranking signals that the algorithm uses to rank content that is visible in your account. The four ranking signals are:
Information about the post
Information about you (the user who creates the post)
Your audience’s activity
Your audience’s history of interacting with you
These ranking signals, in turn, define:
The ranking order of posts in your newsfeed
The posts featured on the Explore page
The ranking order of content in Stories, Reels, and carousel posts
Recent updates have introduced changes to how the algorithm ranks content – such as prioritizing original content over reposts and balancing focus across Reels, photos, and carousels.
The Instagram algorithm controls the reach of your organic content.
How can you beat the Instagram algorithm?
Naturally, you want to take advantage of these evolving insights to get more exposure on Instagram. Here’s how:
Build relationships: Create resonant content and focus on human relationships.
Keep an eye on post timing: Share when your audience is most active.
Engage super users: Foster loyalty with your most interactive followers.
Use a hashtag strategy: Use relevant tags to increase post reach.
Tune up the visual appeal: Create striking, on-brand images.
Create captivating captions: Encourage interaction with engaging text.
Prioritize Reels: Focus on short-form videos with captions.
Run contests: Boost engagement through interactive promotions.
Respond to DMs: Build loyalty through personal interactions.
Partner with influencers: Expand reach through strategic collaborations.
In the next sections, we’ll explore each of these 10 drivers of Instagram algorithm success in depth.
1. Build a relationship and set expectations
The best way to beat the algorithm is by winning your audience's hearts. Whatever your Instagram key performance indicators (KPIs) are – awareness, conversions, emails, or follower count – success comes from creating content that resonates with your audience. The type of content that works best will depend on your niche, audience, and business goals.
Start by building a clear customer persona for your brand. Research what successful competitors in your niche are doing and identify which of your past content has performed well. Use this research to determine the type of content you want to create. Your ultimate goal should be to make your account a destination – a place your audience wants to visit, regardless of whether your content appears in their feed.
User-generated content (UGC) remains one of the most effective ways to engage your audience. UGC refers to content created by customers or users and shared with their permission, often through social media. This type of content already exists in your customers' posts and camera rolls – you just need to find and showcase it. Start by exploring your brand mentions, engaging with your biggest fans, or using a content curation platform to streamline the process.
For example, Delta Airlines frequently reposts travel photos from its customers, inspiring followers and showcasing real experiences. This strategy not only promotes conversation in the comments but also builds excitement and loyalty among its audience – followers see themselves reflected in the brand. Even as Instagram's algorithm evolves, Delta’s audience actively seeks out this type of relatable and celebratory content. You can cultivate a similar connection with your audience by creating content that makes them feel valued and seen.
2. Post at the right time
Another straightforward way to optimize your reach is by posting content when your audience is most active. Timing matters because even the best content can get lost if your followers aren’t online to see it.
To determine the best times to post, start by reviewing your Instagram analytics. Emplifi can help you analyze your audience's activity patterns on Instagram, showing when they’re most likely to engage. Once you have this data, run tests to identify which posting times consistently generate the highest engagement.
Keep in mind that optimal times can vary by audience and content type, so revisit your analytics regularly to ensure you’re staying aligned with your audience’s habits and adapting to any Instagram algorithm changes.
3. Identify super users
To grow your Instagram following, focus on engaging with your super users – those who consistently like, comment on, and interact with your content. These individuals are your most loyal fans, and building relationships with them can significantly enhance your organic reach and help you beat the algorithm.
There are several ways to engage your super users. For example, invite them to join a community where they gain access to exclusive content and connect with others who share their interests. While not everyone will respond to your invitations, those who do are likely to deepen their connection with your brand and become even more engaged.
A great example is cosmetics brand Revel Nail, which identifies its most passionate customers on Instagram, acknowledges their content, and asks permission to feature their UGC for brand purposes. This simple yet meaningful interaction fosters community and loyalty. Users often show enthusiasm when recognized by a brand, setting it apart from competitors who simply post content without meaningful engagement.
To maximize the impact of these relationships, ensure you’re consistently engaging with your audience. Respond to comments and feedback, and use tools like online community platforms to amplify your content. Encouraging super users to comment on, save, and share your posts not only strengthens your community but also signals to Instagram’s algorithm that your content is valuable.
By taking the time to build authentic connections with your audience, you’ll stand out on a platform where many creators focus solely on growing their numbers.
4. Use hashtags correctly
Using relevant hashtags in each post increases the reach of your posts. Posts with hashtags receive more engagement than those without. You must use appropriate hashtags – don’t just dump a bunch in the Instagram caption and risk losing your audience by appearing scam-like or getting shadow banned by the platform itself.
Here’s an example: The brand Nulo Pet Food shares UGC from a happy customer and his furry friend, using both petcare and brand-related hashtags in the caption.
In order to use hashtag marketing effectively, you should create a list of relevant hashtags for your business and start measuring hashtag analytics. This can help you understand how the Instagram hashtag algorithm affects your content's visibility.
5. Use platform-friendly images
Ranking higher in your followers' feeds goes hand in hand with creating "great content." While this can be subjective, the most successful content on Instagram tends to be visually striking and aesthetically pleasing. Consistency with your overall profile style is also key to standing out.
Take Milani Cosmetics’ Instagram feed, for example. Their use of bright colors and shimmery undertones not only conveys the brand’s identity but also catches the eye of users scrolling through their feeds.
Keep in mind that Instagram is a channel for aesthetics first, and selling second. The content you share should match that. Seamlessly integrating into your audience’s feed with relatable yet striking content that adds value to the user’s feed will help you beat the algorithm.
6. Add value with your captions
Engagement is the most critical factor in the Instagram algorithm. Fun, intriguing captions or those that ask a direct question can encourage your audience to interact with your content.
On Instagram, you should encourage interaction. Athletics apparel brand HYLETE always encourages engagement by resharing customer photos to celebrate the brand community, quoting the original post, and asking a question at the end of the caption.
Using question-based captions, for example, can encourage people to engage. Conversations promote connectivity, which will help you build and grow your community.
7. Prioritize Videos (with Captions)
Videos are more likely to stop a user from scrolling past a post. If you’re looking to boost engagement and convey more information in a short amount of time, you should prioritize short-form videos on Instagram. Instagram Reels are especially effective – they allow you to post videos up to 90 seconds long, giving you the opportunity to share dynamic and appealing content. These videos stay in your feed and the Reels tab, making them accessible anytime and expand your audience as users scroll through Reels.
While Reels are a powerful tool, balancing them with other formats like carousels and photos can help maintain audience engagement. When creating Reels, consider using trending audio to increase discoverability, but add your own creative spin to stand out.
Instagram Stories, on the other hand, can run for as long as 15 seconds and disappear after 24 hours. They’re a great way to share more casual or time-sensitive content.
8. Host a social media contest
In addition to posting quality content, hosting social media contests is an effective way to drive engagement. Contests don’t have to be complicated – for instance, you can post an interesting picture and ask users to comment on it. Alternatively, you could encourage your fans to share photos of themselves doing a specific activity, visiting a certain location, or interacting with your product. This not only boosts engagement but also provides excellent UGC for your brand.
Gardening brand Breck’s frequently encourages users to share photos of their gardens in exchange for a gift card. This strategy celebrates customers, gives your brand authentic marketing material, and fosters engagement in a meaningful way.
Your prize doesn’t have to be costly. For smaller brands, a feature on your Instagram page can serve as an effective incentive. Other low-cost options include free samples, discounts, or exclusive access to products or events.
9. Reply to DMs
Responding to direct messages is an excellent way to boost audience engagement and build loyalty. When you take the time to reply to your followers individually, it shows that you value them, fostering a stronger connection with your audience. This often translates into increased brand loyalty and more people organically promoting your account.
Keep your responses simple and genuine. If someone compliments your brand, a quick "Thank you!" is enough. If they raise an issue about a product, acknowledge their feedback, thank them for bringing it to your attention, and let them know you’ll escalate the matter. Be sure to follow up once there’s a resolution. Even casual messages like "Good morning" can be met with a friendly response like "Good day!"
People like to feel heard and appreciated. By responding thoughtfully to their messages, you create a positive impression that encourages them to stay engaged with your brand and recommend it to others.
10. Invest in influencer marketing
Another effective way to get your content in front of a larger audience is by partnering with influencers. When influencers post about your brand, their followers are introduced to your products or services, often resulting in significant reach and engagement. While mega-influencers with millions of followers can provide massive exposure, micro-influencers often offer a more cost-effective option. These influencers typically have highly engaged, niche audiences that align closely with specific interests, making their endorsements feel more authentic and impactful.
To maximize the benefits of influencer marketing, it’s essential to choose influencers whose audience interests align with your brand. Working with the wrong influencer can lead to wasted exposure – you may gain views but not the meaningful engagement or conversions you’re aiming for. Effective influencer discovery is key to finding partnerships that fit your brand and goals.
For example, just one post and mention from Instagram foodie Alexa Matthews (@eatingnyc) exposes Levain Bakery’s gooey cookies to over 300,000 food lovers, creating buzz and driving engagement.
While metrics like reach and engagement are important, the foundation of Instagram success remains the same: creating content your audience wants to see. By establishing authentic relationships with your audience and delivering high-quality, relevant content, you can ensure your posts continue to resonate and perform well.
Mastering the Instagram algorithm
By implementing the strategies discussed – from building genuine relationships and creating engaging content to leveraging tools like Reels and influencer partnerships – brands can effectively navigate Instagram's algorithm changes and boost their visibility.
Ultimately, beating the Instagram algorithm isn't about gaming the system. It's about creating value for your audience, fostering authentic connections, and consistently delivering high-quality, relevant content. By doing so, you'll not only satisfy the algorithm's ranking signals but also build a loyal community that engages with your brand regardless of algorithmic fluctuations.
As you implement these strategies, keep experimenting, analyzing your results, and refining your approach. With persistence and creativity, you can master how to beat the Instagram algorithm and achieve lasting success on this dynamic platform.
It’s important to note that the Instagram algorithm is not a static entity; it's constantly evolving. What worked yesterday might not work tomorrow, so it’s important to stay informed about Instagram algorithm updates. Staying abreast of changes will help you grow your presence on the platform in the long term.
