Instagram CEO Adam Mosseri has revealed the criteria to consider to please the algorithm in 2025.
On his Instagram account, Adam Mosseri regularly shares tips for content creators looking to improve their Instagram performance. This week, he delves into how the algorithm works and Reel visibility! Here’s a rundown of what you need to know.
The engagement factors that really matter
On Instagram, there are two types of algorithms for ranking content, based on the user’s profile:
- If a user is following your account: The key factors that will send a positive signal to Instagram are, in order, view time, likes, and shares.
- If a user is not subscribed to your account: The most important criteria are, in order, view time, shares and likes.
There is therefore a slight nuance, which can impact your strategy on the platform depending on the objectives to be achieved. To analyze your performance, 3 KPIs can be observed:
- Average viewing time: the average time spent by all users watching your content.
- Like rate vs. reach: Divide the number of likes by the total reach, then multiply the result by 100. (For example: 200 likes with a reach of 10,000 will give a rate of 2%).
- Share rate vs. reach: Divide the number of shares by the total reach, then multiply the result by 100.
5 tips for high-performing Reels
Adam Mosseri also shared some tips to improve the visibility of your Reels:
- Avoid watermarks: Instagram’s CEO advises avoiding videos with a watermark or logo—TikTok’s, for example—as these impact your reach. However, it’s worth noting that your brand logo doesn’t impact your reach, as Adam Mosseri pointed out a few months ago.
- Post Reels under 3 minutes: Instagram just extended the length of Reels to 3 minutes! This recommended format, considered short by Instagram, should help you gain visibility.
- Use dynamic music: The platform specifies that it is not mandatory to use a trendy sound, but it is important to rely on dynamic and catchy audio to capture attention.
- Publish videos regularly: Adam Mosseri points out that it is important to have a regular publishing schedule, but above all, concrete and useful videos that speak to your target audience.
- Test formats: It’s essential to test formats to find out what works best. Instagram’s boss’s advice: use the Test mode, which allows you to share a Reel with accounts that don’t follow you, to see if the video is liked or not!
