More than ever, Instagram’s recommendation algorithms are valuing original, highly engaging content – just like its competitor, TikTok.
Instagram works to tailor content to app users’ interests, behaviours, locations and connections. The goal is to serve them with content that will keep them engaged. The app also works to keep its creator community happy by valuing their original content.
To help you craft an Instagram strategy that effectively connects with your brand’s ideal audience in 2025, here’s what to consider:
1. Whether your content aligns with a user’s interests and in-app behaviours
Instagram will match your content to users who are likely to engage with your content based on what – and how – they have engaged previously on the app.
Recommendation: Know the audience you want to reach, and what they engage with on Instagram. Also consider how they like to engage. Do they like to start conversations in the comment section? Do they like to share with their friends?
2. Your content’s engagement response
If your content is spreading like wildfire with shares, comments, likes and saves, Instagram will notice and recommend it to a larger audience.
Recommendation: Analyse your content that achieves high engagement and use that as a guide for future content.
3. Whether the content is original
To support creators, Instagram has made efforts to value original content over duplicates. Reposting content from other platforms (like TikTok videos with watermarks) can hurt reach, as Instagram may view it as less valuable or “duplicate” content. However, content that uses other media for remixes or edits is still considered acceptable and original.
Recommendation: Keep it original and authentic. You may need to get creative if you have time and budget constraints, but it will be worth it. Our digital team can help, too.
4. Whether your brand authentically engages on the app
The interactions your brand has on Instagram are all taken into consideration – whether it’s a post, a response to a comment or DM, or a comment on another post.
Recommendation: Make your brand act like a human. As your audience engages with you, engage back.
Interested in seeing what original and engaging Instagram content could do for your brand? Our digital team are more than happy to chat.