Instagram Algorithm Changes 2025 and 2026: What You Need to Know to Stay Ahead
(7 minute read) | Essential reading for content creators, marketers and business owners who want to grow on Instagram in 2025 and 2026
The Instagram algorithm is evolving fast. If you are still using tactics from even six months ago, you might already be falling behind. In a recent update directly from Instagram’s head, Adam Mosseri, four major algorithm changes were revealed that will impact how your content is seen, shared and surfaced on the platform.
This blog breaks down each of the new Instagram algorithm updates, what they mean for your content strategy, and what you need to start doing now if you want to grow your brand or business on Instagram in 2025 and 2026.
Instagram is doubling down on DMs, Reels and Recommendations
Adam Mosseri made it clear. The three biggest drivers of Instagram’s growth are:
Direct messages
Reels
Algorithmic recommendations
These are now the pillars of Instagram’s future. Expect the layout of the app to reflect that, with even more focus on private messaging and short form content.
What this means for your growth strategy:
Focus on creating shareable content that is worthy of being sent in a DM
Prioritise short form video content like Reels
Make sure your posts align with a clear theme or niche to get recommended to new users
Instagram now recommends more content from accounts users do not follow than ever before. If your content performs well, it has the potential to reach thousands of people beyond your existing audience.
Direct messages are becoming the most powerful engagement tool
Instagram has confirmed that more content is now shared via DMs than posted on the feed. That is a huge shift in user behaviour.
To grow in 2025 and 2026, you need to start seeing direct messaging as a primary engagement channel.
What you can do:
Use call to action stickers and stories to invite replies
Offer lead magnets, downloads or exclusive content in exchange for a keyword reply
Introduce simple DM automation workflows to deliver fast responses and boost reach
Ask questions in captions that encourage DM responses instead of just comments
If Instagram sees your account driving message activity, it will reward you with more visibility across the platform.
Reels still dominate, but trial reels are being restricted
Reels remain the most powerful format for visibility and reach. They consistently outperform all other types of posts for attracting non-followers.
But there is a catch.
Trial reels, which previously allowed you to re-upload the same content multiple times for fresh reach, are now being limited.
The new rules:
Instagram is capping the number of trial reels you can post per day (some users are limited to five)
Duplicate content is being penalised. Minor tweaks like changing captions or music are no longer enough
Reels with identical intros or visuals will likely be throttled by the algorithm
What to do now:
Vary the first five seconds of every trial reel you post
Refilm or re-edit your hooks for each version
Focus on visual variation — not just text, captions or audio
Instagram wants originality. Repetition is now viewed as a spam signal, not a strategy.
Instagram SEO is getting smarter and more personalised
One of the most exciting changes is the introduction of customisable algorithm preferences. Users will now be able to tell Instagram what they want to see more of, and what to avoid.
This is a massive opportunity for creators and business owners.
Instagram is shifting from follower-first to interest-based content distribution. Your content will be shown to people based on relevance, not just your existing reach.
Key actions to improve your Instagram SEO:
Post consistently around a clear niche so Instagram knows how to categorise your content
Use keywords in your bio, captions, on-screen text and reel descriptions
Create content that aligns with search intent and topic discovery
Consider using Meta Verified — verified accounts now appear higher in search results inside the app
If someone adds a term like “puppy training” or “outdoor cooking” to their preferences, and you consistently post about that subject, you increase your chances of being discovered.
Stories performance is now more balanced - here’s how to make the most of it
For years, accounts were seeing better results when they posted just one story per day. That’s now changed.
Instagram has confirmed that the algorithm has been updated so that posting multiple stories per day no longer reduces your reach.
What this means:
Your first story still matters most — make it impactful
Posting more stories will not harm your performance, but don’t post for the sake of it
Story views are driven by engagement and relevance, not just frequency
Here is a simplified strategy we now recommend:
Start strong — your first story should have a clear hook or visual that grabs attention
Add context — use text and overlays that invite the viewer to reply, react or tap through
Include a DM prompt — stickers, keywords or swipe ups that lead into a direct message flow
This combination of strong storytelling, relevance and interaction is what keeps stories visible and engaging.
Final thought: followers are no longer the goal - relevance is
The most important takeaway from these updates is this:
The algorithm cares more about relevance than follower count.
Your goal should be to create content that:
Speaks clearly to one niche or audience type
Encourages sharing and saves
Aligns with topics Instagram can recognise and recommend
In 2025 and 2026, growth comes from clarity. Clarity in your messaging, your niche and your content type.
Whether you are a creator, coach or business owner, these changes represent a huge opportunity. The playing field is more level than ever.
Bonus tip: Your hooks matter more than ever
If you want your Reels to succeed under the new algorithm, your first three seconds matter more than ever. We created a free, actionable guide with 35 hook templates and over 70 real examples to help you grab attention fast.