Instagram continues to evolve, introducing new mechanisms to improve user interaction with content, writes IZ. The main goal of such changes remains unchanged – increasing the time people spend on the social network, which directly affects the platform's advertising revenue.
However, the balance between business and ordinary users is not always achieved without difficulty. Excessive commercialization can tire the audience, so Instagram is tightening control over advertising materials, calls to action, and financial promises. Businesses will have to adapt by changing their approach to promoting goods and services.
How will the Instagram algorithm change in 2025?
Since the beginning of the year, Instagram has been implementing a number of updates that will affect reach, content strategy, and audience engagement. It is important for business accounts and bloggers to understand these changes so as not to lose the effectiveness of their promotion.
Rejection of “Current”
Instagram has begun testing a new format: instead of “Current”, a tab with saved content will appear. Some users have already received this update, and in the future it will be available to everyone.
Regularity as the key to success
The algorithm favors accounts that are constantly active. It is important to create a publication schedule and stick to it. Sudden interruptions or chaotic posting can reduce reach.
Priority on environmental and ethical content
Instagram has begun to more actively promote posts that carry social and environmental value. These can be publications on the topic of sustainable development, charity, psychology, and personal growth.
The importance of activity in the first hours
It is important to respond to comments and interact with your audience immediately after publishing. The more activity in the first hours, the more the algorithm will promote the post.
Fewer direct calls to action
Instagram has started to demote posts with open calls to action such as “like”, “leave a comment” or using chatbots. Such mechanisms can lead to a decrease in reach.
Long-form formats receive more attention
Instagram promotes content that keeps users engaged longer. These formats include:
- Carousels — multi-slide posts that increase viewing time;
- Longreads — extended text posts with useful content.
The platform focuses on the duration of users' stay on the social network, so such content has a better chance of reaching.
Interface changes
Instagram is returning to the rectangular image format that it tested two years ago. Although the change was previously canceled due to negative feedback, the company has now announced that this is a final decision. The new format better meets mobile shooting standards, but it may affect the visual design of pages.
Support for authored content
Instagram is increasing its focus on unique content. Reposts and secondary material will receive less reach. It is important to create your own photos, videos, and texts to stay competitive.
Speed of reaction to trends
The relevance of content now plays an even greater role. Posts that correspond to current trends gain popularity faster. This means that it is worth following the news and adapting your publications according to hot topics.
A new approach to stories
Instagram has started promoting microstories — sequential stories that create a coherent storyline. Random photos and videos without context will receive fewer views.
Recommendations for promotional posts
Publications with promotional content should look as natural as possible. The emphasis should be on the usefulness of the product, not on direct advertising.
Collaborations with influencers
Posting in collaboration with popular accounts significantly increases reach. Mutual tags and joint publications help attract more attention to the profile.
Instagram continues to evolve, adapting its algorithms to modern trends. The main emphasis is on high-quality content, natural interaction, and depth of user engagement. Businesses and bloggers should change their promotion strategies, taking into account the new rules, to stay in the audience's field of vision and increase reach.
Learn more about the capabilities and features of the Chinese chatbot DeepSeek in our separate article.
