Instagram’s algorithm in 2025: what you need to know and how to adapt to it

Alongside the rise of sharing and saving as engagement factors, we’re also seeing a shift in the way content is discovered. Whereas Instagram used to revolve around following accounts, users now increasingly rely on the algorithm to discover new content. This means that having a large number of followers is less important than ever, and that even small accounts can achieve a significant organic reach.

A ‘pretty’ feed is no longer enough

For brands, this means that an effective content strategy no longer needs to revolve solely around attractive images and a perfect-looking feed. Content must offer value, whether in the form of entertainment, education or inspiration. Posts that users want to save or share are therefore most likely to rank highly in the algorithm. This calls for a creative approach. Behind-the-scenes content, relatable situations and interactive formats: these are all examples of content that users actively want to share or save. By using these, you can cleverly capitalise on the updated algorithm.

How we are responding to these developments ourselves

As standard, our experts closely monitor developments in the digital landscape and ensure that brands can proactively respond to changes, rather than having to react to new trends after the fact. This enables us to develop well-founded content plans and choose the right formats, timing and channels to make the most of the algorithm. In addition, we continuously analyse data to determine which content performs best, test new formats and optimise campaigns based on real-time insights. In this way, we ensure that our clients are not caught off guard by updates, but instead use them to their advantage.

Do you want your brand to stand out in the ever-changing media landscape?

Get in touch with DRIIVN and find out how we can take your social media strategy to the next level.