The Instagram algorithm, one of the most popular social networks in Latin America, has evolved significantly over the past few years. By 2025, the tool became even more sophisticated, providing a personalised experience based on the user’s behaviour and preferences.
If you’ve ever wondered why some posts appear in your feed while others don’t, or how to improve the visibility of your content, we’ll explain everything behind it.
Topics we’ll cover:
- Understanding the Instagram algorithm
- Key factors that influence the algorithm
- The new content guidelines
- Tips for boosting visibility and engagement on Instagram
But what exactly is the Instagram algorithm?
The algorithm is an intelligent system that uses machine learning to decide which content appears in each user’s feed.
It analyses various factors to personalise the experience, ensuring that you see the most relevant posts for your profile and interests. In other words, it tries to predict what you will like and engage with, based on your actions within the platform.
Main factors influencing the Instagram algorithm in 2025
The Instagram algorithm is complex, but it’s not a mystery. It follows a few key principles that determine post visibility. Here are the most important factors:
Engagement
Engagement remains one of the most important aspects for the algorithm. Likes, comments, shares, and saves are clear indicators that people are interested in the content. The higher the engagement, the more likely a post is to be shown to more people.
Content relevance
Instagram analyses each user’s interaction history to understand what they enjoy consuming. For example, if you often like posts about cooking, you’re likely to see more content related to recipes and gastronomy, especially in the ‘Explore’ section.
In addition, the platform recommends what’s currently going viral, considering not only what the user typically consumes, but also what’s generating many interactions.
The ‘Explore’ section also shows many reels from local influencers, as what’s successful in one country doesn’t necessarily have the same impact in others. These videos take into account cultural behaviours and moods.
A good tip is to get to know your audience well and create content aligned with their interests, also observing which influencers and pages engage them. This increases the chances of your posts being considered relevant by the algorithm.
Viewing time
This factor became even more significant in 2025. The time a user spends viewing a post, known as ‘dwell time,’ indicates to the algorithm whether the content is interesting.
Although there is no set minimum time, the longer someone spends on a piece of content, the more relevant it will be to the platform, which will not only promote it to more people but also adjust its strategy to display similar posts that generate the same level of attention.
Recency
Although Instagram does not follow a strict chronological order, more recent posts still take priority. This means new content has a higher chance of being shown in the first few hours after publication.
The reason for this is the relevance of current news, topics, and memes. Numerous pieces of content are created daily, many of which are based on recent events.
Instagram knows that people’s current behaviour is geared towards staying updated with the latest news and jokes, so having a platform that delivers this information immediately creates satisfaction.
Initial engagement is also crucial: the higher it is, the more likely Instagram is to recommend the post, as it shows that it is sparking interest among more people.
Older posts may still be recommended but typically get lost in the feed or appear only after many scrolls.
However, don’t just focus on trending content, as it tends to lose relevance fast. While newsjacking, a popular PR strategy, can help, it’s not enough to build your brand identity or keep people truly engaged with what you offer. Building a genuine connection is what really matters.
Content formats
It’s no secret that attention spans have shrunk, making it essential that content grabs attention straight away. If a post doesn’t intrigue us immediately, we’re likely to search for another.
This behaviour, known as the ‘TikTok-isation of attention,’ has been observed for years. Researches shows that people’s attention span on a single screen dropped from 2.5 minutes to 47 seconds in 2021.
For this reason, posts that deliver entertainment right away are more likely to be boosted by the platform, which values video formats such as reels and stories.
These formats allow for greater creativity and innovation, and also lead to higher user engagement, justified by the increased involvement and attention with the post.
New content guidelines: what’s changed?
Instagram is not only focused on engagement, but is also working to create a healthier and safer environment for users. With that in mind, several important guidelines have been implemented:
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Combating misinformation: The platform penalises content that spreads false or misleading information. The aim is to ensure users have access to reliable and trustworthy information.
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Promoting positive content: Posts that encourage well-being and mental health are being prioritised. This reflects a growing concern about the impact of social media on people’s lives.
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Diversity and inclusion: Instagram is striving to promote diverse voices and perspectives. Creators who address topics of inclusion and representation may gain greater visibility in users’ feeds.
View this post on Instagram
How do these changes impact users?
The updates not only affect content creators but also influence the overall user experience on the platform.
As a result of these changes, feeds are becoming more personalised and aligned with how society behaves today, shining more light on topics that resonate across different social groups.
Additionally, users are becoming more aware of the content they consume and how it affects their emotions and perceptions in daily life. This evolution reflects a search for balance between popularity and meaning within the social network.
Let’s go over a few tips again
To succeed on social media, it’s essential to understand your audience and their interests, producing content that resonates with them.
Investing in quality over quantity is key, as posts that engage directly with the audience attract more attention and generate higher engagement. However, maintaining consistent communication is also important, by posting regularly to maintain an active presence.
Exploring new formats, such as reels, stories, and videos, is an excellent strategy, as Instagram values these formats.
Engaging with your followers is vital: reply to comments, run polls in stories, and maintain an open dialogue with your community. These practices help build relationships and ensure your posts are recognised by the Instagram algorithm.
The post Behind the scenes of Instagram’s algorithm in 2025 appeared first on Sherlock Communications.
