Instagram Algorithms: Then & Now

Instagram is constantly evolving, and understanding how its algorithms work can make a huge difference when it comes to growing your presence on the platform. Let’s take a look at how things have changed from content formats to growth strategies so you can stay ahead of the game.

🎥 Reels Duration

Then: Reels were short and snappy, typically between 5 and 15 seconds.

Now: Reels are longer and more flexible. 30 to 90 seconds is the new norm, with the option to post Reels up to 3 minutes long. This shift reflects a wider trend towards more in-depth and engaging content.

✅ Quality vs Quantity

Then: The algorithm rewarded frequent posting, often encouraging users to prioritise quantity over substance.

Now: The focus has shifted to quality and consistency. It's more important to post content that’s valuable and well-crafted, even if that means posting less often. Choose a frequency that suits your schedule, and stick with it.

📈 Followers & Growth

Then: Organic growth came almost exclusively through Reels.

Now: Reels and carousel posts with music are driving organic discovery. If you're aiming to grow, try to post at least once per week to stay visible and relevant.

🎨 Content Style

Then: Aesthetic, minimalistic feeds were the gold standard.

Now: Audiences (and the algorithm) favour authenticity. Content that shows your personality, your voice, and your behind-the-scenes is key. Though keeping things visually appealing is still important.

📊 Content Ranking

Then: Hashtags were the main tool for discoverability.

Now: It’s all about a combination of strategies: hashtags, keywords in captions, and alt text in your posts all help your content reach the right audience.

Final Thoughts:

The Instagram algorithm has grown smarter and more nuanced. While aesthetics still matter, authenticity, relevance, and a consistent posting rhythm are what really count in 2025. Adapting to these changes doesn’t just please the algorithm. It builds a more loyal and engaged audience too.

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