In 2025, Instagram remains one of the most influential social media platforms for businesses, creators, and marketers. However, navigating its algorithm can be challenging, especially with frequent updates. Understanding how Instagram ranks content and how to optimize posts for maximum reach is crucial for success.

To provide the most accurate and actionable insights, we analyzed expert recommendations from Later, Shopify, Buffer, Instagram Creators (official), and ShortStack. Each of these sources offers unique strategies for improving Instagram performance, ranging from organic growth hacks to paid advertising techniques. In this guide, we compare their insights and provide a well-rounded strategy to help you maximize engagement and visibility in 2025.

Understanding the Instagram Algorithm: What You Need to Know

Instagram’s algorithm is a complex system designed to personalize content for users based on their behavior, interests, and engagement patterns. Unlike a single, unified algorithm, Instagram employs multiple algorithms tailored to different sections of the app: Feed, Stories, Explore, and Reels. Each section has its own ranking criteria, influencing which posts appear and in what order. Understanding these ranking factors is key to optimizing your content strategy.

How Instagram Ranks Content in Different Sections

Here’s a breakdown of how Instagram determines the visibility of content across different features:

• Feed Algorithm: The Feed algorithm prioritizes posts based on a user’s past interactions, engagement history, timeliness, and relationship with the content creator. Posts from accounts that a user frequently engages with—such as liking, commenting, or sharing—are given higher priority. The algorithm also factors in post recency and relevance to the user’s interests.

• Stories Algorithm: Stories are ranked based on closeness, viewing history, and engagement. Instagram favors Stories from accounts that users interact with most often, whether by watching, reacting, or replying. Interactive elements such as polls, emoji sliders, and Q&A stickers boost engagement, making Stories more likely to appear at the front of a user’s Story tray.

• Explore Algorithm: The Explore page is designed to help users discover new content. The algorithm analyzes a user’s past activity, engagement trends, and interactions to suggest posts that align with their interests. Content that receives high engagement—likes, shares, and saves—within a short time frame is more likely to be featured on the Explore page.

• Reels Algorithm: Reels are prioritized based on their entertainment value, completion rate, and shares via Direct Messages (DMs). Instagram favors videos that keep users watching until the end, as well as those that are widely shared. Using trending audio, popular effects, and engaging visuals can increase the chances of a Reel going viral.

Key Ranking Factors That Influence Visibility

While each Instagram feature has its own algorithm, they all share common ranking signals:

1. User Activity: The algorithm assesses what content a user engages with the most and prioritizes similar posts.

2. Engagement Metrics: Posts with higher engagement (likes, comments, shares, saves) are ranked higher.

3. Relationship with the Creator: Users see more content from accounts they frequently interact with.

4. Post Popularity: If a post gains traction quickly, it is more likely to be shown to a larger audience.

5. Content Relevance: The algorithm determines whether the content aligns with the user’s interests based on past behavior.

6. Timeliness: Recent posts generally receive higher visibility compared to older content.

Why Understanding the Algorithm Matters

Mastering Instagram’s algorithm is essential for increasing reach, engagement, and brand visibility. By tailoring your content strategy to align with ranking factors, you can improve post performance and maintain a consistent presence on users’ feeds. Whether you’re a business looking to drive sales, an influencer aiming to grow your audience, or a brand seeking to enhance visibility, leveraging these insights will help you maximize your impact on Instagram.

Comparing Expert Insights: What Do the Top Sources Say?

1. Later: Growth Hacking with Organic Strategies

Later provides a data-driven approach to mastering the Instagram algorithm with an emphasis on organic engagement strategies. Their 7 essential tips for boosting visibility include:

• Utilizing Instagram SEO by incorporating keywords in captions and bios for better search discoverability.

• Enhancing engagement through Stories stickers (polls, emoji sliders, and questions) to prompt interactions.

• Writing compelling captions that encourage followers to comment and share posts.

• Using 5–10 niche hashtags rather than generic ones to increase reach.

• Focusing on views as Instagram now values video plays more than likes.

• Cross-promoting content across different features, such as posting Reels on the Feed or using Collabs.

• Leveraging analytics to refine content strategy based on engagement trends.

Strengths: Later’s guide is highly practical, focused on organic growth, and rich in actionable insights that any creator or brand can implement.

Limitations: The guide does not cover paid advertising strategies, which might be necessary for larger brands aiming for faster growth.

2. Shopify: Business & Paid Growth Approach

Shopify takes a balanced approach, incorporating both organic and paid strategies to optimize Instagram content. Their methodology includes:

• Building strong audience relationships by engaging with followers and encouraging user-generated content (UGC).

• Using paid ads and influencer marketing to expand reach beyond organic limits.

• Reposting top-performing content to Stories to extend engagement and visibility.

• Engaging outside your profile by commenting on relevant industry accounts.

• Monitoring Instagram Insights to fine-tune content and posting schedules.

Strengths: Shopify’s guide is excellent for businesses looking to drive sales through Instagram. It covers a mix of organic tactics and paid growth strategies, making it a well-rounded resource for brand marketers.

Limitations: It assumes users are interested in business-focused strategies, which may not be ideal for personal brands or influencers who prioritize organic engagement.

3. Buffer: Sustainable, Long-Term Engagement

Buffer emphasizes a strategic and sustainable approach to Instagram growth, discouraging short-term algorithm hacks. Their key recommendations include:

• Using Instagram’s newest features early (Reels, Notes, Collabs) to gain more exposure.

• Mixing content formats (Reels, Stories, carousels, and Lives) to reach different audience segments.

• Optimizing posting times based on audience insights rather than generic best-time recommendations.

• Developing a strong hashtag strategy with community-focused and branded hashtags.

• Prioritizing authentic engagement by replying to comments, DMs, and sharing user-generated content.

Strengths: Buffer’s guide is highly credible, backed by Instagram’s own official statements. It provides long-term strategies that ensure consistent growth rather than short-term spikes.

Limitations: It does not focus on paid promotions, making it less suitable for businesses looking to scale quickly through Instagram Ads.

4. Instagram Creators (Official Guide): Algorithm Myths & Best Practices

Instagram’s official guidance clarifies many misconceptions and provides a straightforward roadmap for content creators. Key takeaways include:

• Instagram does not favor business over personal accounts.

• The “only 10% reach” myth is false—content visibility is based on engagement, not a fixed percentage.

• Consistency and content quality matter more than format (photos vs. videos are ranked based on user interaction, not format preference).

• Engagement through likes, shares, and saves is crucial for better visibility.

Strengths: This is the most credible and authoritative source, as it comes directly from Instagram.

Limitations: The guidance lacks in-depth strategies and does not offer specific growth tactics beyond general best practices.

5. ShortStack: Quick Wins & Growth Hacks

ShortStack focuses on immediate engagement-boosting tactics, including:

• Posting frequently to increase chances of appearing in followers’ feeds.

• Using video content like Reels and Stories to improve visibility.

• Leveraging Instagram Live to send follower notifications and boost engagement.

• Running contests and giveaways to encourage shares and comments.

• Encouraging followers to turn on post notifications to stay updated with new content.

Strengths: The guide provides quick, actionable growth hacks that can boost engagement instantly.

Limitations: Some tactics, such as frequent posting and contests, may require more resources and are not always sustainable.

Actionable Instagram Growth Plan for 2025

Step 1: Understand Your Audience

• Use Instagram Insights to identify high-performing content.
• Analyze engagement trends to refine posting times and formats.

Step 2: Optimize Your Content

• Use a mix of Reels, Stories, and carousels to appeal to different audience segments.
• Implement SEO-friendly captions and hashtags to enhance discoverability.
• Engage with followers authentically by responding to comments and DMs.

Step 3: Experiment & Track Results

• Conduct A/B tests on different post formats and timings.
• Use Instagram Analytics to track performance and refine strategy.
• Stay updated with new Instagram features to maximize reach.

Final Thoughts: Work With the Algorithm, Not Against It

Instagram’s algorithm is designed to reward engagement, relevance, and quality content. Instead of trying to “hack” the system, focus on consistent content creation, leveraging Instagram’s latest features, and engaging with your audience authentically. Whether you follow Later’s organic strategies, Shopify’s business-oriented tactics, Buffer’s engagement-first approach, or ShortStack’s quick-win techniques, the right mix of strategies will help you stay ahead in 2025. By implementing these insights, you can create a winning Instagram strategy that ensures maximum visibility, engagement, and growth.