Instagram Algorithm: How It Works (and How to Make It Work for You) in 2025

Whether you are looking to increase engagement or reach new audiences, understanding the algorithm is key to maximising your success on Instagram. From understanding reach to mastering engagement signals, we will break it down so you can elevate your brand’s presence on this powerful platform.

Let’s explore the fundamentals and best practices to help your content stand out in 2025, despite the algorithm's ongoing evolution.

How Does Instagram’s Algorithm Work in 2025?

The Two Types of Reach

Instagram ranks content based on two key types of reach:

• Connected Reach refers to posts shown to your followers via the feed, Stories, and Highlights. Instagram prioritises content from accounts users engage with regularly, using signals like likes, comments, shares, and watch time. For luxury brands, maintaining exclusivity while driving engagement is key—consistent storytelling and aspirational content help reinforce these signals.
• Unconnected Reach (or Recommended Reach) comes from Reels, Explore, and Suggested Posts, where Instagram serves content to new audiences. Here, signals like shares and saves are especially important, as they indicate broader relevance. For luxury brands, this is an opportunity to reach aspirational consumers while ensuring content remains aligned with brand prestige.

For luxury brands, balancing both is essential—nurturing an engaged follower base while attracting high-value new audiences.

The Engagement Signals

Engagement signals are at the heart of how Instagram determines content visibility. These key metrics—watch time, likes, and shares—play a critical role in boosting your content's reach.

• Watch Time: Longer viewing times signal stronger interest. Content that keeps users engaged for extended periods is prioritised, especially for videos.
• Likes: A key indicator for connected reach, likes help content remain visible in followers' feeds, signalling relevance to an engaged audience.
• Shares: Shares are pivotal for unconnected reach, expanding your content's exposure by recommending it to users who haven’t followed you yet.

For luxury brands, optimising these signals requires creating visually striking content that invites interaction, while maintaining the exclusivity and refined image of the brand. Jacquemus’ playful post featuring a sculptural stack of butter stamped with the brand’s logo, paired with miniature golden croissants, exemplifies this perfectly. The minimal yet impactful imagery sparks curiosity and discussion, evidenced by the engagement it generated. By balancing bold creativity with subtle branding, Jacquemus successfully reinforces its identity while driving likes, comments, and shares—key signals Instagram uses to rank content.

How Instagram Ranks Different Types of Content

Instagram ranks content based on various factors, but engagement signals—watch time, likes, and shares—are the primary indicators that determine its success.

• Feed Content: In the main feed, Instagram prioritises content with high engagement from followers. Likes are a critical signal here, ensuring that posts remain visible to your established audience.
• Stories: Instagram ranks Stories based on how likely users are to engage—tapping, liking, or replying to the story. Engagement from followers is key, but Stories can also benefit from interaction with new users if shared or recommended.
• Reels: This is where the algorithm tends to favour newer, more experimental content. Reels are ranked based on watch time, likes, and shares, with a particular emphasis on watch time for content to appear on the Explore page.

For luxury brands, this means balancing visually compelling content with strong engagement while maintaining a premium feel that doesn’t compromise exclusivity. Dior’s Spring-Summer 2025 couture reel exemplifies this approach, showcasing the transformation of fabric petals into a feather-like cape—an embodiment of the collection’s theme of metamorphosis. The use of a voiceover detailing the craftsmanship, materials, and inspiration behind the piece adds depth, keeping viewers engaged for longer and reinforcing Dior’s heritage of excellence. This layered storytelling approach enhances watch time, boosts engagement, and strengthens the brand’s positioning within Instagram’s ranking system.

How to Get Your Content Featured in Recommendations

Getting featured in Instagram’s recommendations section—whether on the Explore page or in suggested content—requires optimising your content for maximum reach.

• Avoid Watermarks: Instagram favours original, unbranded content. Watermarks can hinder reach, so keep your posts clean.
• Use Audio: Adding music or audio to your content increases its likelihood of being recommended. For example, Reels with engaging audio have been shown to perform better in recommendations.
• Post Original Content: Instagram rewards fresh, unique content that hasn't been seen elsewhere. Repurposed or reposted material is less likely to reach new audiences.
• Optimise Video Length: Keep videos under 3 minutes to improve their chances of being shown to new users.
• Account Status: Regularly check your Account Status to ensure there are no issues with your account that could limit your reach.

Luxury brands should focus on creating original, captivating content with high engagement while avoiding over-promotion. These strategies can help ensure your brand is recommended to a wider audience, maintaining both exclusivity and visibility. A strong example is Hermès’ ‘Night at the Faubourg’ reel, which follows a night guard and a dog inside the iconic Faubourg store. This cinematic and playful approach resonated widely, driving high engagement through shares and watch time. By blending storytelling with brand heritage, Hermès demonstrated how luxury content can feel fresh and entertaining while remaining aspirational.

Luxury Brand Strategies for Success on Instagram

1. Prioritise Engagement Signals

Luxury brands should focus on crafting content that encourages watch time, likes, and shares—key signals that drive both connected and unconnected reach. A consistent strategy around these metrics boosts visibility and ensures content resonates with the right audience.

2. Leverage Instagram Stories

Stories are a great way to engage loyal followers with behind-the-scenes content, product reveals, and exclusive experiences. For luxury brands, Stories should highlight the exclusivity and craftsmanship that set them apart, fostering deeper connections with high-value audiences.

3. Optimise for Recommendations

To increase content reach, ensure that posts are original, visually compelling, and optimised for Instagram’s recommendation engine. Avoid watermarks, use music, and focus on creating shareable content that appeals to new users while maintaining brand integrity.

4. Monitor Insights

Regularly review Instagram insights to track engagement performance. Adjust your strategy based on what's resonating with your audience, whether that's refining visuals, adjusting posting frequency, or tweaking your call-to-action.

Mastering Instagram’s algorithm is crucial for luxury brands in 2025. By focusing on reach, engagement signals, and optimising content for recommendations, you can enhance visibility and connect with your ideal audience. These strategies will help you stay ahead in a constantly evolving digital landscape while maintaining the exclusivity and prestige that define your brand.

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