Photo, carousel, Stories, Reels: the social network Instagram has evolved enormously since the beginnings of the platform. But, businesses still have a huge playground to showcase their brand. They just need to know the rules of the game, which is fierce.

At Agence Middle, we help companies find their way on Instagram and stay up to date with the latest trends. So here’s what you need to know in 2025 about the Instagram algorithm.

What is the Instagram Algorithm?

The algorithm is a series of instructions that the computer uses to highlight content likely to interest each user. Instagram will therefore analyze your behavior on the platform to propose content that captures your attention and generates engagement.

The platform’s goal is simple: keep the user active as long as possible. Knowing this, it is therefore essential to create effective hooks to capture the user’s attention in less than 3 seconds, whether it is on carousels, Reels (vertical videos), or Stories (ephemeral videos).

How Does the Instagram Algorithm Rank Content?

The algorithm will rely on four key factors to decide which content to highlight:

• User relationships: The algorithm analyzes your history, like your likes and comments, to identify content that interests you.
  Post timing: Recent content is favored. Post when your followers are active to maximize visibility.
  Interest center: Instagram observes the type of content you consume (Reels, carousels, photos) to propose more similar posts.
• Content relevance: The algorithm looks at the hashtags you use (yes, it’s important, especially on this platform), the location you tag, and the caption of the post.

Also note that likes, shares, and average viewing time of a post are elements that will highlight your content.

How Stories Strengthen Your Presence

Stories are often underestimated by businesses because they do not directly generate new followers. But what companies don’t think about is that they can bring you closer to your community.

Stories allow you to share spontaneous content, behind-the-scenes moments of your business, or interactive moments. If used well, Stories can humanize your brand.

The algorithm takes into account the number of views, likes, and messages sent to decide if your Story is highlighted on the platform.

Our Tips for Instagram

Video is still always a good tool for Instagram. Reels are well valued, which can give you excellent visibility for your posts.

Effective use of hashtags is also essential. You must choose hashtags that are relevant and that Instagram users look at to expand the reach of the post and attract people who are not following your account.

The aesthetic uniformity of your posts should not be neglected. Instagram is, at its core, made to be visually beautiful, so it strengthens your brand’s visual identity. Users may be more likely to spend longer on your profile, which could have advantages for your reach.

Finally, use the correct format for your posts (photo or carousel). It may seem silly, but did you know Instagram changed how previews appear on your profile? The square 1:1 format (1080 x 1080) has been replaced by portrait 4:5 (1080 x 1350). With this information, you know you must adapt to the platform if you want to keep your account aesthetic and more easily attract users’ attention.

Work with an Agency That Simplifies the Management of Your Social Media!