Cracking the Instagram Algorithm: Updates Every Marketer Should Know

Instagram’s ongoing efforts to refine its platform and compete with the likes of TikTok have led to some notable algorithm changes in 2025. Recently, in a new video series, Instagram Chief Adam Mosseri outlined key updatesdesigned to help creators understand what drives successful content and how to better measure it.

Watch Time: The Leading Driver of Reach

Watch time has emerged as a primary factor in Instagram’s algorithm — mirroring TikTok’s approach. The platform is now placing more emphasis on the length of time a user spends watching a video as a signal of its quality and relevance.

For marketers and creators, this means the focus should shift toward videos that can sustain attention. Here’s how:

Start Strong: Use dynamic, engaging hooks to capture attention within the first few seconds.
Keep it Punchy: Keep the content moving to maintain interest. If you want to make something longer and more complex, look at other platforms or post types.
Time is Your Friend and Enemy: Aim for videos that are only as long as they can hold your audience’s attention. By optimizing pacing, it’s more likely viewers will stick around and boost performance across the board.

Likes: The Evergreen Engagement Metric

Likes have always been central to Instagram’s algorithm. They play a critical role in determining a post’s initial reach and visibility. The more likes a post garners (particularly within the first hour), the more likely it is to be surfaced to additional users on their feed or Explore page. This makes timing and content quality more important than ever.

To maximize likes and engagement:

Focus on Relevance: Is this something my audience wants or needs to hear? Content that meets your audience’s desires is much more likely to earn early engagement.
Post at Peak Times: Use your Instagram Insights to determine when your audience is most active and schedule posts accordingly.
Experiment with Formats: Carousel posts, Reels and even collaborative posts with influencers or partners can drive more engagement than standard images.

Sends: A Rising Star in Weighted Metrics

The “Send” function has become a key indicator of content value over time. When users share a post via direct message, it signals to Instagram that the content was something worth sharing. This behavior mirrors word-of-mouth advertising in many ways, making “Sends” an increasingly valuable metric.

But, creating content that encourages “Sends” requires a deliberate approach:

Tap into Emotions: Posts that evoke humor, nostalgia or strong emotional reactions are more likely to be shared.
Inform or Entertain: Content that educates (like quick tips or hacks) or entertains (like memes or behind-the-scenes moments) can often earn more Sends.
Relatability Wins: Posts that make people feel “seen” or understood — whether through a clever observation or a relatable moment — tend to get shared more.

For brands, prioritizing “Send”-worthy content is a shift toward fostering deeper audience connections. The more your audience feels compelled to share your content, the more Instagram will reward your posts with broader exposure.

A Focus on Quality and Engagement

Instagram’s latest updates reinforce the importance of keeping users engaged without pushing them off-platform. For brands, this means doubling down on strategies that prioritize watch time, likes and “Sends” while refining creative tactics to meet these goals.

These changes align with broader trends in social media, where platforms reward content that fosters genuine engagement and audience retention. By adjusting our approach to video pacing, hooks and overall engagement, we can ensure our content stays competitive in this evolving landscape.

Ready to strengthen your social strategy? Swanson Russell specializes in crafting content that helps brands engage audiences and drive results. Take a look at the work we’ve created, get to know our approach — then, contact us to see how we can help.