Instagram’s Growth Strategy for 2025

Overview

• Instagram’s Chief shares tips on Instagram Growth Tips about How to Grow Your Profile in 2025
• House of Marketers’ breakdown of key highlights and their implications.
• There are new Instagram features and tools to look out for.
• Advice for TikTok creators migrating to Instagram. 

Creators are constantly chasing reach, engagement, and relevancy, and yet growing on Instagram in 2025 remains as challenging—and confusing—as ever. With more users, more content, and more competition than ever before, creators often find themselves asking the same question: What actually works?

To cut through the noise, Instagram Head Adam Mosseri recently sat down with podcaster Brock Johnson for a wide-ranging interview addressing the platform’s biggest creator questions. From the algorithm and discoverability to new tools and growth myths, Mosseri offered a rare, behind-the-scenes look into how Instagram really works—and what matters most for success today to share Instagram growth tips. 

Here’s a full breakdown of the most important takeaways for creators navigating Instagram in 2025.

Why Instagram’s Feed Has Changed—and What It Means for You

Instagram is no longer just a feed of your friends’ best photos. In fact, the way people use the platform has changed dramatically—and that shift is driving much of Instagram’s evolution.

“There are more photos and videos shared in DMs than in Stories, and way more in Stories than in Feed,” Mosseri explained.

As a result, regular users are engaging less with the main feed—and more with private content. For Instagram to keep the feed relevant, especially for creators, it’s had to introduce AI-driven recommendations that help surface content beyond what users already follow.

This means that while everyday users may not be sharing to the feed, it’s still the most powerful tool for creators seeking exposure.

“Stories are awesome, but your average creator reaches way more people in Feed,” Mosseri said. “Recommendations were our way of helping people discover creators they didn’t even know they’d love.”

The Algorithm is NOT Working Against You

For many creators, it can feel like the algorithm is working against them. 

One day their posts are booming, the next they’ve disappeared from view. But according to Mosseri, these fluctuations are rarely due to big changes in Instagram’s backend.

“Small changes go out every day. Huge swings in your reach? That’s more likely due to the world changing […] not the algorithm itself.”

His advice is clear: don’t overreact to individual post performance. Instead, look for trends in your content types over time and optimise based on what works consistently.

How to Reach New Audiences on Instagram?

One of the most important concepts Mosseri touched on is the idea of “connected” versus “unconnected” reach. In 2025, creators now get a significant share of their reach from users who don’t follow them—thanks to AI-powered discovery in the feed.

For creators, this shift means new eyes on their content, more opportunity for growth—and a strong incentive to make content that appeals to broader interest groups.

Taking a Break? Don’t Expect Hashtags to Save You.

If you’ve stepped away from Instagram or are still relying on hashtags to drive reach, it’s time to reset expectations.

 According to Mosseri, creators returning after a break may see lower performance simply because the platform has less recent engagement data to inform content ranking. 

Similarly, hashtags no longer significantly impact reach—they’re now more useful for organisation than discovery. While neither practice will hurt your profile, they’re no longer growth levers in the way they once were.

So What Does Boost Reach in 2025?

If hashtags are out, what should creators focus on? According to Mosseri, there are three key metrics that drive visibility in today’s Instagram:

3 Metrics That Matter Most for Reach on Instagram

1. Shares – The strongest signal of value. Whether it’s a DM or Story repost, shares show your content is worth spreading.
2. Watch Time – Instagram prioritises how long people watch, not just how much they complete. More time spent = stronger performance.
3. Meaningful Engagement – Comments, likes, and real interactions drive visibility. Activity around posting helps—but only if it leads to engagement.

 

Instagram is Evolving to be a Search Engine

 

Instagram is also working hard to improve how users discover content—both inside the app and across external search engines like Google.

“Our tech is getting better at analysing everything—frames from videos, captions, audio transcripts—and even the comments.”

This new wave of search prompts is beginning to show up at the top of comment sections, helping users connect the dots between trending posts and broader context.

Creators should know that everything from their captions to the spoken audio in videos is being analysed. Understanding this can help in creating content that’s easier to surface via search.

Features to Watch Out For

Beyond the algorithm, Instagram is rolling out several new tools designed to help creators connect, collaborate, and monetise their work.

Instagram is also investing in partner ads—a system that allows brands to boost creator content as ads, with full permission and measurement capabilities.

Instagram is also introducing longer shorts content, testimonial ads, and grid editing features. 

Message for TikTok Creators Transitioning to Instagram

With ongoing uncertainty around TikTok’s future, many creators are looking to Instagram as a backup—or a new home entirely. Mosseri had a clear message:

“Be clear on your goals. Are you trying to sell a product? Build a brand? Evangelise a cause? Once you know that, create content that’s both aligned to your goals and compelling to your audience.”

He also encouraged creators to explore all Instagram formats—from Stories and Reels to Channels and carousels—and find the tools that suit their style and audience.

 

Growth Takes Strategy, Not Just Content

While many creators may feel frustrated by declining reach or shifting trends, Mosseri insists that Instagram remains deeply committed to supporting the creator economy.

“We want to be the best platform for creators—and that means giving you the tools, transparency, and opportunity to succeed.”

From algorithm insights to new monetisation paths, Instagram in 2025 offers a broader toolkit than ever. But success still depends on strategy, consistency, and making content that resonates—both with your audience and with Instagram’s evolving systems.

At House of Marketers, we help brands and businesses navigate these shifts, ensuring their content strategies align with platform trends and audience behavior. 

Want to stay ahead of the latest Instagram shifts? Whether it’s leveraging Reels, optimising for discovery, or integrating influencer marketing, our team of experts is here to help. Contact us today to begin planning your next reel campaign!