Trying to keep up with the Instagram algorithm is hard, right? You find something that works and start to make progress, but then the goalposts move. And then they move again.
As social media professionals, we’re used to this, but it doesn’t stop us from raging every time we have to take stock and reset our strategies!
Don’t worry - you can overcome the challenges of keeping up with the algorithm and growing your Instagram account. Here are eight curated tips to hack the algorithm, making Instagram a powerful platform for brands and creators alike in 2025.
Table of Contents
Hack #1: Prioritize Original Content
A major shift in Instagram’s algorithm over the last year is the prioritization of original content. That means that accounts that share reposted content or recycled material are now less likely to appear in recommendations. As a result, it's more important than ever to create fresh, high-quality content.
Whether you're a creator or a brand, the algorithm rewards posts that offer something new. Not only does this help you stay in users' feeds, but it also boosts your chances of appearing in Explore pages and suggested content sections.
For example, adaptogen drinks brand Recess does this by providing mocktail recipes made with their products.
“Earlier this year, (Instagram head Adam) Mosseri announced that accounts sharing reposted content are going to be removed from Instagram’s recommendations, and therefore were going to be deprioritized in the algorithm,” explains Later’s Social Media Manager, Chantal Hermetz.
“That was a big step in Instagram taking a stance against spam accounts and prioritizing original content, from both brands and creators.”
Actionable Tip: Spend time regularly brainstorming new ideas and ways to deliver fresh content to your followers. Show behind-the-scenes videos, launch new product teasers, or create Instagram-exclusive content that can't be found anywhere else.
Hack #2: Optimize for Instagram SEO
Instagram SEO isn’t new, but in 2025, it’s becoming increasingly important. Keywords matter more than ever. Instagram’s search function allows users to discover posts, profiles, and even products based on the words you use in your bio, captions, and alt text.
For brands, this means using the right keywords across all areas. Incorporating relevant search terms like your product category, location, or industry phrases can make it easier for potential customers to find your profile when searching within Instagram.
It's not just about hashtags anymore; keyword-rich bios and captions are becoming essential tools for discoverability.
Actionable Tip: Review your bio and recent posts to ensure they include relevant, searchable keywords. Use natural language and make sure to add keywords to alt text for images.
Hack #3: Post Instagram Reels and Stories
Short-form content remains one of Instagram’s most powerful tools. In 2025, Reels and Stories will remain important for reaching more users, with Reels in particular continuing to see a huge push from Instagram.
The platform’s algorithm favors content that keeps users engaged, and views have now become one of the most important metrics, especially when it comes to Reels. Meanwhile, Stories will keep your profile at the top of followers’ feeds, increasing your visibility.
Whether you’re using Reels to showcase your brand’s personality, highlight a product, or create educational content, you’ll want to captivate users in the first few seconds. And as Instagram’s algorithm is constantly promoting new features, make sure you experiment with interactive elements like stickers and polls in Stories to keep your audience engaged.
Actionable Tip: Post Reels and Stories regularly to stay in front of your followers, but make the content worth sharing. Use quick, eye-catching visuals that capture attention in the first few seconds to maximize views and engagement.
Stay consistent by pre-scheduling Instagram Reels and Stories using Later Social. Plan your content, automatically schedule during your custom best time to post, and analyze performance – all in the Later platform.
Hack #4: Encourage Meaningful Engagement
Engagement remains one of the biggest signals to Instagram that your content is valuable. Posts that receive comments, shares, or saves are often served higher than those that only receive passive interactions (such as likes).
Shopify does this well here, showing real customers and asking users to comment and share their milestones.
Use your captions to prompt engagement. For example, you could ask your audience for their opinions, encourage them to share their experiences, or just to tag a friend. When users spend more time interacting with your posts, the algorithm is more likely to push your content to a wider audience.
Actionable Tip: Create opportunities for conversation by asking questions in your captions. You can also use features like polls, quizzes, and question stickers in Stories to interact with your audience in real time. Then, calculate your engagement rate using Later’s Instagram engagement rate calculator to see how you stack up against the competition.
Hack #5: Post at Optimal Times
While Instagram’s algorithm has shifted towards more personalized feeds, showing you posts based on your interests, posting at the right time is a strong tactic to get more eyes on your content.
Instagram shows users content that’s most relevant to them, but timing still affects whether or not your posts are seen while your followers are online. The more interactions your post gets in the first few hours, the better it will perform.
Actionable Tip: Use Later’s Instagram Scheduler to track your custom best time to post and adjust your posting schedule accordingly. This simple optimization can make a huge difference in your engagement and visibility.
Hack #6: Adapt Quickly to Algorithm Changes
The Instagram algorithm is always evolving, and not all changes are publicly announced. However, some key updates, like Mosseri’s announcement about reposted content, offer crucial insights into what Instagram values.
“The best way to stay on top of Instagram algorithm changes we’ve found is to follow Adam Mosseri, Head of Instagram, @Mosseri on Instagram and stay up to date with his official video announcements,” says Chantal Hermetz.
“Typically, if an algorithm change gets announced, we’ll adjust our content strategy to sway more towards the algorithm's good side.”
When algorithm shifts do occur, be ready to adjust your strategy quickly. This could mean testing new types of content, experimenting with different formats, or changing the frequency of your posts. Flexibility is your friend for staying ahead of these changes and ensuring your content continues to perform well.
“That being said, it’s not uncommon that certain algorithm changes don’t get publicized - and it's something the social media industry will just kind of figure it out on our own, “ adds Chantal.
Actionable Tip: Follow key figures in the Instagram community for the latest updates, and monitor your engagement metrics closely after any significant changes to the platform.
Hack #7: Focus on Views
Views have become the new key metric for success on Instagram. As we mentioned above, engagement matters, but the number of views can make or break a post’s visibility.
The algorithm favors content that keeps users watching, so your goal should be to grab attention right from the start. In fact, Mosseri himself outlined the importance of Views recently.
You’ll want to focus your content strategy on creating content that’s designed to be watched all the way through. Whether it’s a Reel or a Story, start with a hook that makes viewers want to stick around. Use Instagram Analytics to see what’s working, and what needs work.
Actionable Tip: Use engaging visuals, catchy music, and snappy editing to increase your chances of capturing (and keeping) viewers’ attention from the very first second.
Hack #8: Collaborate with Influencers
Influencer marketing continues to be a highly effective way to boost engagement and reach new audiences.
In 2025, Instagram’s algorithm will favor content that sparks conversation, and influencer collaborations are a surefire way to generate this type of engagement.
However, instead of focusing solely on influencers with large followings, consider working with micro-influencers with authentic, highly engaged communities.
Olipop collaborated with micro and nano influencers at their pop-up event, Lake Olipop, this summer and posted pictures of the event on their Instagram to build hype.
Collaborating with influencers with an audience that aligns with your brand helps expand your reach and provide credibility to your content.
Actionable Tip: Seek out influencers who share your brand’s values and have strong engagement with their followers, rather than simply looking for those with the biggest audiences.
Until the next major shift of the Instagram algorithm, these tips will help bring you more success on social media.
As an extra boost, try out the features and tools from Later Social. By scheduling posts, creating clever content, and digging into your analytics, you’ll have more time to focus on growing your brand. Start your free trial today!
