If you’ve been wondering why your Instagram posts aren’t reaching as many people as they used to, or maybe you’re just starting out and trying to crack the code, you’re not alone.
Luckily, Instagram’s head, Adam Mosseri, just dropped some fresh and surprisingly practical insight on what actually works right now.
In a recent conversation with social media coach Brock Johnson, Mosseri laid out the top three things creators should focus on to increase their reach in 2025.
Here’s Why You Shouldn’t Ignore The Main Feed
While everyone’s been obsessed with Reels and Stories (and for good reason), Mosseri reminded us that the main feed is still where the magic happens.
This is the first place people land when they find your profile, and it’s where the algorithm makes most of its decisions about what to show others.
Unlike Stories that disappear after 24 hours or Reels that spike quickly and fade, feed posts have staying power. They linger, they resurface, and they’re more likely to get recommended if they perform well.
Think of it like your digital storefront. If someone visits your page and sees a messy, rushed post, they’re likely to bounce.
But if your grid is thoughtfully curated, with meaningful captions or carousels that tell a story, you’re already ahead of the game. So yes, Reels might be flashy, but if you want lasting reach, don’t sleep on your feed.
Shares in the DMs Are the New Superpower
One of the most interesting things Mosseri said, which really changes the game, is that content shared through DMs is one of the strongest signals to the algorithm.
If someone sees your post and sends it to a friend privately, Instagram considers it highly valuable and is likelier to push it out to others.
Why? That kind of sharing suggests the content resonated deeply it was funny, relatable, informative, or emotionally moving. That’s what Instagram wants more of.
So, the big takeaway here is this: start creating content that people want to share with their inner circle.
Maybe it’s a relatable meme, a bold opinion, a hot take, or even a beautifully designed tip carousel that solves a real problem.
You can also gently encourage this behavior “Send this to someone who needs it” is a simple nudge that can go a long way. Likes are nice, but shares are what the algorithm truly loves right now.
Instagram is Becoming Searchable Like Google, But Make It Visual
You may not have expected that Instagram is heavily pursuing SEO (Search Engine Optimization). That’s right. They are trying to improve search within the app and want your content to be discoverable via Google.
Mosseri admitted their in-app search isn’t great, but they’re actively working on it. This means your captions, comments, and even profile info will play a bigger role in finding your content.
So, if you’re still writing one-word captions or using only emojis, it’s time to level up. Consider the keywords someone might search for and start building your posts around those.
Instead of “Sunday vibes,” try something like “Cozy Sunday morning routine with coffee and journaling;” it’s more searchable, descriptive, and engaging. Treat your captions like mini blog posts, and you’ll start showing up in more searches both inside and outside the app.
Engagement Runs Deeper
Now, let’s discuss what actually matters to the algorithm regarding engagement. Mosseri divided it into watch time, likes, and shares.
Watch time is huge, especially for videos and Reels, because it tells Instagram that people are sticking around.
If someone watches your Reel all the way through (or, even better, on loop), it sends the algorithm a big green flag.
Likes still matter, but they’re not the only thing to chase. As we mentioned earlier, shares, especially private ones, are the most valuable.
So,, if you’re looking at your metrics and only celebrating likes, you might miss the bigger picture. Take a closer look at how long people are engaging with your content and whether it inspires sharing or saving. That’s where the real growth is hiding.
Hashtags Are Overrated
For years, we’ve been told that hashtags are the key to discovery. But according to Mosseri, that’s not true anymore.
Hashtags are no longer a major driver of reach. They help with categorization to some degree, but Instagram now relies more on context clues from your content, the words you use, how people engage with it, and who’s interacting.
So instead of wasting energy cramming 30 hashtags under every post, focus on writing clear, keyword-rich captions and sparking real conversations in your comments.
That’s not to say you should ditch hashtags entirely; using a few niche ones that align with your content is still a good idea. But don’t expect #explorepage to work miracles anymore. The algorithm has gotten smarter.
Early Adopters of New Tools Always Win
If there’s one consistent pattern with Instagram (and most social platforms), it’s this: they reward creators who use new features early. Mosseri hinted at some cool things in the works, like a video editing app called “Edits,” which is meant to rival tools like CapCut.
They also improve remix tools, boost collab posts, and deepen integration with Threads. Every time Instagram drops something new, there’s a window where using it gives you a visibility edge.
So don’t wait for everyone else to start using a new feature; be one of the first. Even if it’s initially clunky or imperfect, the algorithm favors early adopters. Think of it as Instagram saying, “Thanks for trying this out we’ll show your content to a few more people.”
At the end of the day, Mosseri’s advice is to make meaningful content that people want to share and spend time with.
That’s it. No gimmicks. No growth hacks. No chasing fleeting trends. Instagram is trying to elevate the kind of content that sparks genuine interaction, whether that’s someone saving your post for later, sharing it with a friend, or watching your video on repeat. And if you create with that kind of intention, the algorithm will meet you halfway.
So put more care into your captions, focus on value-driven posts, don’t underestimate the main feed, and never forget that behind every view is a real person who either scrolls past or says, “Ooh, I need to send this to someone.” Make them choose the second one.
