Research the algorithm
To make sure your Instagram content reaches the most people possible, you’ll need to know how the algorithm works. Based on users’ interests, behaviours and interactions, Instagram shows them content they’re likely to engage with. The 2025 Instagram algorithm updates include a new ranking input intended to give smaller creators more visibility, and showing original content rather than reposts as recommendations.
For the Explore section, Instagram analyses users’ likes, comments, shares and saves, as well as factors like which posts they spend more time on and which they interact with. The algorithm works similarly for Reels.
Use the power of Reels
Video is dominating on Instagram – and everywhere else. When you open the app, you’ll see how many of the first posts are Reels. Users love short form video, no matter the platform (see the popularity of YouTube Shorts). It’s necessary for brands and content creators to focus on video.
On Instagram, short form content is more popular than ever, with Reels accounting for 30% of usage. The content of Reels is diverse, so there’s plenty of opportunity for various industries, businesses, and content creators. Reels are capped at 90 seconds, but the Instagram app lets you trim your video if it runs over. Creators should think about what they’re trying to communicate, whether it’s a quick fact, anecdote, or humorous content designed to build a bigger following.
Know your goal
When you’re managing a brand, the goal is to appear in users’ Explore section. This means you’ll be reaching people who haven’t come across your brand yet. Using text relating to your niche is key – the algorithm works using keywords and if your text is right, you could have better results in the Explore section.
Watch the trends
It’s now more common for social media managers to act as the face of their brand. Whereas once brands would often hire someone outside of the company to deliver a message, now the people who really know the company are the ones in front of the camera. This can help humanise your brand.
Another trend is POV videos. These don’t actually always follow the strict “point of view” perspective, but many of them are filmed from the creator’s perspective. They’re often focused on a certain situation.
Another notable is brands using the caption of “Send this to…” This phrase is often used on Reels and encourages more shares, comments, and likes. Chipotle is among the many brands to use this trend with great success.
Resetting the algorithm
If you’re an Instagram user and not happy with your Instagram feed, you can effectively reset the algorithm. You can select “Not interested” on certain posts, unfollow users that you’re no longer interested in, delete your search history, and clear your cache on the app.
Takeaways
If you want to optimise your brand’s Instagram content, make sure to research the algorithm, use the power of Reels, keep in mind the goal of appearing in users’ Explore section, and keep up to date with new trends.