If you’ve been struggling with reach, trying to figure out the algorithm, or wondering if hashtags even matter anymore—you’re not alone. Adam Mosseri, the Head of Instagram, recently joined the Build Your Tribe podcast to clear the air on how creators can thrive on the platform in 2025. He shared actionable insights, platform updates, and strategic guidance every creator should hear.
Here are the key takeaways that will shape your Instagram strategy in 2025:
Helping Small Creators Break Out
One of Instagram’s biggest goals this year is to help small creators get discovered. Unlike large accounts that already have momentum, smaller creators often struggle to gain visibility. Mosseri acknowledged this challenge and said Instagram is working on engineering solutions to make it easier for fresh voices to rise.
“Helping small creators break out is technically hard—but it’s something we’re prioritizing.”
Rewarding Original Content
Reposting or curating content might work short-term, but Instagram is shifting focus to reward original creators. Their algorithm is being trained to identify and prioritize content that originates from the person posting it. That means if you’re making your own memes, videos, or carousels—your efforts are more likely to be surfaced and rewarded.
Tip: Avoid re-uploading trending content. Instead, put your unique spin on it or start the trend yourself.
Shares Are the Strongest Signal
When it comes to what matters most for reach, shares beat everything. Whether someone sends your Reel in a DM or shares it to their Story, that human-to-human interaction tells Instagram your content is worth spreading.
“A share is one human saying, ‘I think another human should see this.’ That’s a powerful signal,” Mosseri said.
So don’t just aim for likes—create content people feel compelled to share.
Consistency Over Perfection
Not every post will perform well—and that’s okay. Mosseri emphasized the importance of looking at patterns across your posts instead of reacting emotionally to one that flopped.
“Don’t overreact to any single post. Instead, double down on what consistently works.”
Consistency, not perfection, is the real growth lever on Instagram.
Algorithm Insights
Instagram’s algorithm is tweaked daily, but these are usually small adjustments—not sweeping changes. If you notice a sudden dip in reach, it’s likely due to seasonal trends (e.g., holidays, back-to-school) or increased competition—not a hidden algorithm update.
Also important: Instagram doesn’t shadowban without telling you. Check your Account Status in settings to see if your content is being restricted.
Content Strategy & Platform Use
To grow, creators need to:
- Know what their goal is (brand deals, product sales, advocacy, etc.)
- Align their content with both their audience’s interests and their personal voice
- Use multiple content formats, not just Reels—think Stories, Carousels, and Channels
Bonus: Scheduling posts has no negative effect. You don’t need to be “active” at the time of publishing.
❌ Hashtags Don’t Help Much Anymore
Yes, you can still use hashtags—but they no longer significantly increase reach. Features like following hashtags or exploring “Recent” content by tag have been removed due to spam and abuse.
Mosseri said plainly:
“Contrary to popular belief, hashtags are not an important factor in reach anymore.”
Use them for categorization or community—but don’t rely on them for discovery.
Why Reach Might Be Declining
If you’ve noticed lower views, here’s why:
- More creators = more competition
- Time spent on smartphones has plateaued in many countries
- Instagram now has to distribute the same amount of attention across more content
This isn’t necessarily your fault—it’s supply and demand. Focus on improving your content, not chasing views.
Features to Watch in 2025
Instagram is investing in features that deepen user experience, especially around connection and monetization. A few highlights:
- Blends: A shared Reels feed with friends inside DMs—great for discoverability and engagement
- Partner Ads: Lets brands run paid ads using your creative (with your approval), offering new income streams for smaller creators
- Improved Search and SEO: Instagram is strengthening its internal search engine and aiming for more content to be indexed by Google
Final Thoughts
2025 is shaping up to be the year Instagram prioritizes original voices, authentic engagement, and smart content strategy. While reach is more competitive than ever, the tools and transparency now available make it possible for anyone to grow—especially creators who understand how the platform is evolving.
The secret? Be consistent. Be original. And most of all—make content worth sharing.
