The Latest Update to the Instagram Algorithm in 2025

Trying to understand the algorithm is like trying to work out why Parramatta are so bad at Rugby League - near impossible 🥴

Lucky for you, I spend all day every day thinking and learning about the algorithm (and Parramatta 🥴).

Over the past 6 months, there’s been a noticeable shift to showing Reels to more non-followers.

You can check this info in your insights 👀

This tells me a few things:

🥪Insta wants you to find new accounts to watch and follow. This will mean you spend more time on their platform, which is good for their business.

🥪For you, there’s HUGE opportunity for finding new followers, if you can get your content right

🥪On the flip side, your follower reach will probably dip as a result of this 😭

My biggest advice - aim to make your Reels relevant for both followers AND anyone who doesn’t follow you (yet).