Instagram Algorithm Changes 2025
Instagram's algorithm underwent significant changes in 2025, with the most impactful being: (1) "Interested" button testing to replace traditional Likes, shifting focus from vanity metrics to genuine interest; (2) AI-recommended content now comprising 50%+ of Explore feed, making it easier for small accounts to reach non-followers; (3) Reels extended to 90 seconds from 60 seconds; and (4) Creator Marketplace launch connecting brands with creators directly in-app.
These updates fundamentally change how creators should approach content strategy in 2025. This guide breaks down each major change, explains the impact, and provides actionable adaptation strategies.
Major Instagram Algorithm Changes in 2025
"Interested" Button Replacing "Likes" (Testing Phase)
What Changed:
Instagram began testing an "Interested" button to replace the traditional "Like" heart icon in select markets (starting January 2025). Instead of simply "liking" content, users signal they're "interested" in seeing more of this type of content.
Why Instagram Made This Change:
Adam Mosseri (Head of Instagram): "We want to shift focus from vanity metrics to meaningful engagement. 'Interested' tells us you genuinely want more of this content, which is a stronger signal than a passive like."
The Problem with Likes:
- Users often like posts out of politeness (social obligation)
- Likes don't necessarily mean "show me more of this"
- High likes but low time-on-post = weak signal
The Solution with "Interested":
- More intentional action (requires conscious decision)
- Stronger signal for algorithm ("I want more content like this")
- Helps Instagram understand genuine preferences vs social niceties
Impact on Creators:
Positive:
- Content quality matters MORE than popularity
- Niche content that resonates deeply will outperform generic content
- Small accounts with engaged audiences benefit
Negative:
- "Like" counts may decrease initially (users hesitant to click "Interested")
- Vanity metrics harder to showcase
How to Adapt:
- Create highly targeted content for your specific audience (not broad appeal)
- Optimize for saves and shares (already more valuable than likes, now even more critical)
- Focus on engagement rate instead of absolute "Interested" count
- Educate your audience via Stories: "Tap 'Interested' if you want more content like this!"
Long-term strategy: Build a smaller, deeply engaged audience rather than large, passive following.
AI-Recommended Content Dominates Explore (50%+ Distribution)
What Changed:
Instagram's Explore page now shows 50%+ AI-recommended content from accounts you DON'T follow and haven't interacted with—a significant increase from 30% in 2024.
How AI Recommendations Work:
Instagram's AI analyzes: Content you've engaged with, accounts you follow, time spent viewing different content types, and content your similar users engage with.
Then shows you: Content with similar characteristics from accounts you've NEVER heard of, based purely on predicted interest.
Impact on Creators:
Massive Positive:
- Small accounts can go viral without followers
- Content quality > follower count
- Reaching non-followers easier than ever
- Viral potential increased 2-3x vs 2024
Example:
- 2024: Account with 2,000 followers, viral post reaches 20K-50K (10-25x followers)
- 2025: Account with 2,000 followers, viral post reaches 100K-200K (50-100x followers)
Challenge:
- MORE competition (everyone can reach non-followers now)
- Content must stand out in AI-curated feed
- Follower loyalty matters LESS (users discover new creators constantly)
How to Adapt:
- Create "save-worthy" content — Tutorials, guides, infographics. Content users want to reference later. High save rate = AI distributes broadly
- Use consistent visual branding — Color schemes, fonts, layout so users recognize your content
- Double down on Reels — AI heavily recommends Reels over static posts
- Leverage trending topics — AI recognizes trends (but add unique perspective)
Key metric: Track "Reach from Non-Followers" in Insights. Target: >40% for Reels, >15% for Feed posts.
Reels Length Extended to 90 Seconds
What Changed:
Instagram increased maximum Reel length from 60 seconds (2024) to 90 seconds (December 2024/January 2025).
Why Instagram Made This Change:
Instagram competing with TikTok (which allows 10-minute videos) and YouTube Shorts (60 seconds). Longer Reels enable:
- More complete storytelling
- Tutorials that don't feel rushed
- Reduced need for "Part 2" follow-ups
Impact on Creators:
Opportunity:
- Tell more complete stories (setup, conflict, resolution)
- In-depth tutorials (previously required cutting corners)
- Less need to split content into multiple Reels
BUT: Longer ≠ Automatically Better
- Completion rate still matters MOST
- 90-second Reel with 40% completion < 15-second Reel with 80% completion
- Risk of viewer drop-off increases with length
How to Adapt:
- Use 90 seconds strategically (not default):
- Quick tips: 7-15 seconds (maximize completion rate)
- Tutorials: 30-60 seconds (detailed but concise)
- Storytelling/Vlogs: 60-90 seconds (if story demands it)
- Front-load value — Hook in first 3 seconds, payoff by 30 seconds
- Track completion rate religiously — <40% = Too long, 40-60% = Average, 60%+ = Good
- Test different lengths — 15s vs 30s vs 60s vs 90s. See what works for YOUR audience
Rule of thumb: Use shortest possible length that delivers full value. Don't pad to 90 seconds just because you can.
Creator Marketplace Launched (Monetization Expansion)
What Changed:
Instagram launched Creator Marketplace (October 2024, expanded January 2025), an in-app platform connecting brands with creators for sponsored content partnerships.
How It Works:
- Brands search for creators by niche, audience size, engagement rate
- Creators showcase portfolio, rates, past partnerships
- Deals negotiated and managed entirely in Instagram
- Instagram facilitates payment (takes small fee)
Who's Eligible:
- 10,000+ followers (currently, may expand)
- Professional account (Creator or Business)
- Meet community guidelines + content quality standards
Impact on Creators:
Major Positive:
- Easier to find brand partnerships (no third-party platforms needed)
- Transparent pricing and negotiation
- Built-in payment processing (no invoicing headaches)
- Algorithm may boost creators in Marketplace (incentive to join)
Considerations:
- ⚠️ Instagram takes percentage of deal (similar to Upwork/Fiverr model)
- ⚠️ More competition for brand deals (easier for brands to find creators)
- ⚠️ Sponsored content disclosure rules strictly enforced
How to Adapt:
- Join Creator Marketplace if eligible (10K+ followers) — Set up professional portfolio, showcase best-performing content, set competitive rates
- Create brand-friendly content — High-quality visuals, niche expertise (brands seek specialists), engaged audience (not just follower count)
- Disclose partnerships properly — Use Instagram's Paid Partnership tag, protects legally, algorithm doesn't penalize proper disclosure
Monetization tip: Even if under 10K followers, create brand-worthy content NOW so you're ready when eligible.
Other Notable Instagram Updates in 2025
5. Notes Feature Expansion
What it is: Short text-based updates (up to 60 characters) that appear at top of DMs.
2025 Update: Instagram expanded Notes to include likes and replies (previously just replies), location tags, and music sharing.
Why it matters: Notes are a lightweight way to stay top-of-mind with close followers without creating full Stories.
How to use: Share quick thoughts, questions, or updates daily. High engagement on Notes = stronger relationship score = better Feed visibility.
6. Collaborative Collections
What it is: Shared saved post collections with other users.
2025 Update: Collaborative Collections allow multiple users to add posts to shared "boards" (like Pinterest).
Use cases: Create resource collection with audience ("Best Home Workouts 2025"), collaborate with other creators (co-curated inspiration boards), behind-the-scenes planning with team.
Why it matters: Encourages saves (Instagram's most valuable metric) and builds community.
7. Enhanced Video Insights
What changed: Instagram added granular video analytics:
- Average watch percentage (not just views)
- Loop/replay count (for short Reels)
- Drop-off points (where viewers stop watching)
Why it matters: You can now see EXACTLY where viewers lose interest and optimize accordingly.
How to use: Check drop-off points on Reels. If 50% drop at 5 seconds → Your hook is weak, improve first 5 seconds. If high loop count → Content is rewatchable, create more of this.
8. Search Function Improvements
What changed: Instagram search now includes:
- AI-powered semantic search (understands intent, not just keywords)
- "Search by vibe" (find content based on aesthetic/style)
- Location-based search improvements
Example: Search "cozy coffee shops" → Shows cafes with warm, inviting aesthetics (not just keyword match).
Why it matters: Hashtags matter LESS, content quality and visual consistency matter MORE.
How to adapt: Develop consistent visual brand (AI categorizes by "vibe"), use descriptive captions (AI reads and categorizes text), less reliance on hashtags (still useful, but not critical).
What Stayed the SAME in 2025
Not everything changed. Core algorithm factors remain:
- Engagement is still king (saves, shares, comments > likes)
- Relationship scores still matter (interact with followers = they see your content)
- Posting time still critical (first-hour engagement determines reach)
- Reels still have highest reach (nothing beats Reels for visibility)
- Quality > quantity (one great post > three mediocre posts)
Bottom line: The 2025 updates are additive (new features, tweaks), not revolutionary. If your strategy worked in 2024, it will work in 2025 with minor adjustments.
How to Adapt Your Strategy for 2025
Daily Actions:
- Post during peak hours
- Create content optimized for "Interested" button (value-first, niche-focused)
- Track completion rate on Reels (aim for 60%+)
- Use Notes daily to stay top-of-mind with close followers
- Respond to ALL comments within first hour
Weekly Actions:
- Post 3-4 Reels (highest reach potential in AI-recommended Explore)
- Analyze video insights (check drop-off points, optimize)
- Test different Reel lengths (15s vs 30s vs 60s vs 90s)
- Engage with followers' content (like, comment, DM)
Monthly Actions:
- Audit "Reach from Non-Followers" metric (should increase with AI recommendations)
- Review Creator Marketplace opportunities (if eligible)
- Refresh content strategy based on what's performing
- Test new features as Instagram releases them (early adopters often get algorithm boost)
Final Recommendation
The 2025 Instagram algorithm rewards QUALITY, NICHE EXPERTISE, and GENUINE ENGAGEMENT more than ever. The "Interested" button shift and AI-recommended content increase mean:
- Small accounts can compete with large accounts
- Niche content outperforms generic content
- Engagement rate matters MORE than follower count
- Viral potential is higher (AI distributes great content broadly)
Your 2025 strategy:
- Create highly targeted content for your specific niche
- Optimize for saves and shares (not just likes)
- Post Reels 3-4x/week (AI heavily recommends Reels)
- Track "Reach from Non-Followers" (target: 40%+ for Reels)
The algorithm is MORE favorable to quality creators in 2025 than ever before. Focus on value, engagement, and consistency—and the algorithm will amplify your content.