Instagram Algorithm: How It Works for Reels, Stories & Feed

Instagram's algorithms determine which posts, Stories and Rails gain reach and get recommended. In 2025, the way they work has changed, and new strategies are needed for greater reach.

This article contains only proven information about how algorithms work. Let's find out what affects the reach of reels, posts and stories, how to adapt content to new requirements and why algorithms can hide publications or comments.

The main reach factors are viewing time, likes and reposts

In 2025, Instagram's algorithms evaluate content based on three key metrics:

• Average watch time - the longer users watch a video, the higher its chances of being included in recommendations.
• Likes - not only is their total number important, but also the percentage of people who have given a like out of those who saw the post. This shows the level of audience engagement.
• Reposts - sending posts to Direct or Stories helps the content reach new audiences.

If these metrics are high, algorithms find the content interesting and increase its reach. Analyze statistics and focus on what works.

Riles' first three seconds decide his success

Instagram's algorithms take into account how quickly and actively viewers engage with content. This is especially important for reels, where the first three seconds of a video are crucial. If viewers linger, finish the video, or interact, the algorithms will move the video forward.

"Some of the best hooks I've seen are the ones where the text immediately lets you know what the video is going to be about, and makes you interested to see it through to the end. Experiment with different formats to see what works best for you." - Adam Mosseri Head of Instagram.

Music in carousels increases reach

Carousels with music can now go into the Reels tab, giving them more reach and a chance to be seen by a new audience. This update makes the carousel format even easier to promote.

"Carousels often get more attention than posts with single photos. Adding music to carousels now allows them to be displayed in the Reels tab, helping to maximize reach." - Adam Mosseri Head of Instagram.

How to use music for promotion:

• Add popular tracks. Check what audio tracks are trending right now and use them in your posts.
• Experiment with author's sounds. Original content is always appreciated more.
• Don't forget about photo carousels. They can now get extra reach through the Reels tab.
• Keep an eye on copyrights. Use audio from Instagram's official library to avoid being banned.
• Using music in carousels and photos is an easy and effective way to increase content visibility and attract more viewers.

Likes increase reach among subscribers and reposts increase reach among new audiences

Instagram content ranking works by two main types of reach: basic and viral.

• Basic reach is the reach of your subscribers. Average view time and likes are important here. The more likes your content gets from subscribed users, the more likely it is to be shown to other subscribers.
• Viral reach is the reach of users who are not yet subscribed to you. The key factor here is the number of submissions (reposts). The more often your content is sent to friends, the more likely it is to be shown in recommendations to a new audience.

Likes help spread to subscribers, while reposts help increase reach to new audiences. To maximize your reach, it's important to keep both aspects in mind - work to engage your followers and encourage them to share your content.

Instagram is reducing the reach of watermarked content

If you post photos or videos from other apps (such as TikTok) that have logos on them, the algorithms may limit their visibility. We recommend using original files or cropping logos before publishing.

"Do not post videos with watermarks or logos - this reduces their visibility to users." - Adam Mosseri Head of Instagram.

Shadow ban exists

Instagram's algorithms can limit the reach of content that potentially violates the social network's rules.

"Sometimes we do limit the reach in recommendations so that we don't show content that may be inappropriate." - Adam Mosseri Head of Instagram.

Manipulation of engagement can lead to a ban

Some obvious reasons for being blocked on Instagram are for violating Instagram's rules. But there are also less obvious things that your account can get restricted for.

Content that can lead to a ban:

- Engagement manipulation:

• Clickbait headlines: “You won't believe what happened!”.
• Calls to like, comment and share a post to get something in return.

- Gray marketing and harmful advice:

• Posts about “miracle” weight loss pills or beauty treatments with no medical evidence.
• “Risk-free” investment schemes or suspicious financial offers.

- Contests with questionable terms and conditions:

• No contest deadlines or deadlines for announcing winners.
• Prizes that are linked to the purchase of goods or services, such as a commitment to make a purchase in order to enter the contest.

All of these can result in a shadow ban and, in rare cases, account lockout.

Algorithm hides comments to protect against violations and spam

Sometimes Instagram hides comments for a variety of reasons, and it can be a bit confusing. Here are some real-life examples:

• Violation of rules. If your comment contains something offensive, like aggression, the algorithm will likely hide it. And even if you don't think it's such a serious statement, the algorithm may see it as a violation.
• Spam. Comments with links to dubious sites or those that look like mass mailings can get hidden. For example, if you write the same thing too often or use a lot of emoji, it can look like spam.
• Instagram filters. Instagram has automatic filters that hide comments with certain words or phrases that may be inappropriate, even if they seem harmless. For example, you might accidentally use a word that is not offensive in context, but the filter lists it as taboo.
• Failure to engage. If comments don't maintain a positive atmosphere or may disrupt normal discussion, the algorithm may hide them, even if they seem neutral at first glance.
• So sometimes your comments may be hidden for one of these reasons, even if you had no malicious intent.

6 myths about how algorithms work

• Myth #1. Instagram's algorithms lower the visibility of content labeled as sponsored. Reality: Instagram does not lower rankings for sponsored posts.
• Myth #2. Saving a post in drafts before publishing will lower reach. Reality: Saving in drafts does not affect content distribution.
• Myth #3. Likes are the only metric that affects reach. Reality: In addition to likes, average view time and number of reposts are also important, especially for attracting new audiences.
• Myth #4. Account verification offers advantages over algorithms. Reality: A blue checkmark confirms the authenticity of a profile and increases trust, but does not affect reach, recommendations, rankings or search visibility.
• Myth #5. Instagram algorithms always prioritize videos over photos. Reality: Algorithms show content based on a user's preferences, for example, if they interact with videos more often, there will be more video content in the feed, and vice versa.
• Myth #6. If you don't use an account for a long time, Instagram will stop promoting it. Reality: Instagram does not impose restrictions on accounts that have not been active for a long time. Just start posting content, and as soon as the profile becomes active again, the algorithms will start promoting it.