Instagram’s chief, Adam Mosseri, is peeling back the curtain on how its algorithms prioritize content. In a new video series, Mosseri has begun explaining the key factors influencing the platform’s algorithms, offering insights that could be game-changing for creators looking to maximize their reach.
The first episode outlines the top three signals driving Instagram’s content ranking in 2025: watch time, likes, and sends. Understanding these metrics could help users fine-tune their strategy and boost visibility.
The Three Key Signals: Watch Time, Likes, and Sends
Mosseri breaks it down simply:
- Watch time: The total time viewers spend on a post.
- Likes: A direct indicator of engagement.
- Sends: How often users forward a post to others.
He emphasizes the importance of focusing on these metrics when analyzing performance through Instagram Insights. By monitoring average watch time, likes per reach, and sends per reach, users can pinpoint what’s working and what isn’t.
Interestingly, Mosseri also highlights a subtle distinction:
- Likes carry more weight for connected content (your followers).
- Sends are crucial for unconnected content (reaching new audiences).
This division clarifies how Instagram’s algorithm adapts depending on the context of the content.
Maximizing Likes: Engaging Your Followers
If your goal is to engage your existing followers, likes are your ticket. The algorithm rewards posts that receive high engagement from your audience by extending their reach within your follower network.
- Posts with relatable trends, memes, or inside jokes tend to perform better among followers.
- Encourage engagement with call-outs or interactive content like polls and sliders in Stories.
Consistency in creating content that resonates with your audience can build a steady flow of likes, keeping your posts top-of-mind for your followers.
Boosting Sends: Reaching New Audiences
To grow your audience, focus on creating shareable content. Sends signal to Instagram that your post appeals to a broader group, making it likely to reach users outside your follower base through Explore or recommendations.
What makes content share-worthy?
- Informative posts, like quick guides or tips.
- Entertaining videos that have broad appeal.
- Posts that tap into trending topics or conversations.
A single highly shared post can dramatically increase your reach. Pay attention to what sparks curiosity or conversation, and prioritize content that encourages sharing.
Why Watch Time Matters Most
Watch time isn’t just about videos; it applies to all post types. The longer users spend on your content, the stronger the signal that it’s engaging. This is why carousel posts often perform well—they encourage users to swipe through multiple slides, increasing time spent.
- Use compelling captions to keep viewers reading.
- For video content, make your opening seconds count. Hook viewers right away.
Interestingly, comments are not explicitly mentioned in the algorithm breakdown. Mosseri suggests that comments likely contribute to watch time, as writing a comment naturally extends interaction time. However, they no longer seem to hold direct influence over content ranking.
What This Means for Creators
The shift in emphasis away from comments signals Instagram’s broader goals. Mosseri’s remarks suggest a deliberate move to de-prioritize divisive or political content, which has been a source of contention on platforms like Facebook. Instead, Instagram is rewarding content that builds positive engagement and broadens user interaction.
To sum up:
- Prioritize watch time by crafting immersive posts.
- Create shareable content to grow your audience.
- Maintain consistent engagement with followers to maximize likes.
A clear understanding of these factors can help creators refine their strategies and better align with Instagram’s goals, ultimately ensuring their content reaches the right audience.
Adapting to Instagram in 2025
As Instagram’s algorithm continues to evolve, staying informed about its mechanics is essential. Mosseri’s insights provide a roadmap for creators to improve their performance on the platform. By focusing on the metrics that matter—watch time, likes, and sends—you can work smarter and reach farther.