Instagram Ranking Factors in 2025: How to Maximize Your Reach
If you’ve ever wondered why some of your Instagram posts get tons of engagement while others seem to disappear into the void, you’re not alone. Instagram’s ranking system is always evolving, and Adam Mosseri, Head of Instagram, recently broke down exactly how the algorithm works.
At a high level, Instagram ranks content in two ways:
Connected Reach – Content from accounts you already follow.
Unconnected Reach – Content from accounts you don’t follow (like Explore and the Reels tab).
Understanding how Instagram ranks your posts can help you optimize your strategy for more engagement, visibility, and growth. Let’s dive into the key factors and how to make them work for you!
What Matters Most for Instagram Ranking?
Watch Time – The most important factor for both connected and unconnected reach. The longer people watch your videos, the better they’ll rank.
Likes – Slightly more important for content from accounts your followers already follow. If your audience engages with your posts, Instagram is more likely to show them more of your content.
Sends – More important for reaching new people! If users send your content to friends, Instagram sees it as highly valuable and expands its reach.
To maximize reach, your content should encourage watch time, likes, and shares. But how can you actually make that happen?
Tips to Boost Your Reach on Instagram
For Unconnected Reach (Recommendations & Explore Page)
Your content can be recommended to new audiences if:
✔️ It has no watermarks (avoid reposting TikToks with the logo!).
✔️ You add audio (music or voiceover helps boost engagement).
✔️ Videos are under 3 minutes long (shorter, high-retention videos perform best).
✔️ It’s original content (not reposted from other creators).
✔️ Your account is in good standing (check your Account Status in settings).
Pro Tip: If Instagram pushes your post to people who don’t follow you, shares and watch time matter most! Create content that people will send to their friends or watch all the way through.
Instagram Stories: How to Get More Views
Posting to Feed Helps Stories Rank Better
Instagram prioritizes accounts that post both Stories and Feed posts. If you want more Story views, make sure you’re also active in the main feed.
How Instagram Ranks Stories:
- How likely someone is to tap on your Story.
- If they’ll like or react to it.
- Whether they’ll reply or send you a DM.
Since Stories are shown to your most engaged followers, focus on content that builds loyalty and conversation.
Engagement Tip: Use polls, stickers, and Q&A features to encourage replies—this signals to Instagram that people care about your content!
Final Thoughts: Make the Algorithm Work for You
Instagram’s ranking system is always evolving, but one thing is clear—watch time, engagement, and shares are key to success.
- Post engaging short-form videos without watermarks.
- Encourage shares if you want to reach new audiences.
- Keep your account in good standing to show up in recommendations.
- Use Stories strategically to keep your audience engaged.
By understanding these ranking factors, you can tweak your content strategy and get more views, engagement, and growth on Instagram.
