The Instagram Reels Algorithm 2025: The Most Important Changes and Success Strategies

The Instagram Reels Algorithm 2025: The Most Important Changes and Key Ranking Factors

Since the end of January 2025, Adam Mosseri, CEO of Instagram, has been providing regular insights into how the Instagram algorithm works in a video series. These updates are of great importance to creators and businesses, as they largely determine how content is distributed on the platform. In this article, we summarize the most important changes and show how you can optimize your content. We will focus on the Instagram Reels algorithm specifically along with how the Instagram algorithm works for Reels and what you should look out for to improve your performance.

Connected Reach vs. Unconnected Reach – How Content is Distributed

Mosseri explained that the algorithm distinguishes between two types of reach:

  • Connected Reach: The reach that a post achieves among an account’s existing followers.
  • Unconnected Reach: The reach that a post achieves among users who do not yet follow the account. These users may see the content as a recommendation in their feed or on the Explore Page, for example.

The 3 Most Important Ranking Factors in 2025

How does the Instagram Reels algorithm work, and what should you pay attention to? According to Mosseri, three key ranking factors play a crucial role in maximizing both types of reach: watch time, likes per reach, and shares per reach.

While the number of likes has a greater influence on visibility within one’s own followers, shares are considered the more important criterion for reaching new users.

In terms of optimizing for the Instagram Reels algorithm, you should pay attention to watch time, which is the deciding factor for maximizing both types of reach. It shows how long users engage with a reel. The higher the watch time, the more likely it is that Instagram will recommend the reel. It is therefore more important than ever for creators and companies to optimize the watch time of their reels through exciting storytelling, visual incentives, and a clear structure.

Relative Watch Time vs. Absolute Watch Time

The shorter a reel is, the higher the relative watch time tends to be, as users are more likely to watch a short clip to the end. After the announcement of the new ranking factors, there were concerns that longer reels could be disadvantaged by the emphasis on watch time as the most important ranking criterion.

Mosseri clarified that the algorithm takes into account both relative watch time (percentage of video viewed) and absolute watch time (length of time spent in seconds).

While the exact weighting of these metrics remains unclear, the recent increase in the maximum length or a reel from 90 seconds to three minutes suggests that longer Reels may not automatically be disadvantaged, even if they have lower completion rates. Since it can only be beneficial for Instagram if users take advantage of this new feature, absolute watch time will remain an important factor.

Trial Reels – Test New Content Risk-Free

Instagram also introduced the Trial Reels feature at the end of 2024, offering businesses and creators a new way to test content:

  • Trial Reels bypass the Connected Reach ranking and are only displayed to non-followers.
  • This allows new content formats to be tested without confusing your existing audience.
  • If a Trial Reel achieves good results within the first 24 hours, you can also make it available for your existing followers.

Mosseri points out that Trial Reels tend not to perform as well as ordinary reels because they are always displayed to a new audience. Therefore, users should only compare the performance of their Trial Reels with other Trial Reels, but not with other reels that have already been published.

Pro tip: Trial Reels aren’t just for trying out new formats or content. You can also use this feature to show your best-performing reels to new audiences, without alienating existing followers with repeat content.

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Instagram Optimization: How to Increase Your Unconnected Reach

To be eligible for Instagram recommendations, your content must meet some basic requirements:

  • No watermarks from other platforms (e.g. TikTok or CapCut)
  • Add music or audio – not only for reels, but also for carousels and photos
  • Do not exceed the maximum length of 3 minutes
  • Post original content – no copied or recycled content

In addition, Instagram recommends the following strategies to maximize the reach of reels in feed recommendations and on the Explore page:

  • Post consistently – Both your posting frequency and your thematic focus should remain constant.
  • Create content that works on its own – Every reel should be understandable for new users without additional context.
  • Choose audio carefully – It doesn’t always have to be a trending sound. It is more important that the audio fits the reel’s atmosphere.
  • Experiment with new content formats on a regular basis – Content that works well today may be less effective in the future.
  • Expect unpredictability – The potential reach of a reel is difficult to predict whenever it is displayed to a new audience.
A phone showing a Reel with a megaphone and two people talking besides it.

Strategies for Increasing Watch Time and Reach

In addition to the official recommendations related to the Instagram algorithm for Reels, there are proven methods for sustainably increasing reach and maximizing watch time:

1 – Targeted storytelling
A well-structured story captivates viewers. Suspense, surprising twists and emotional elements keep interest high. Targeted use of visual elements, sound and emotions can convey a brand message even more clearly.

2 – Grab attention with strong hooks
The first moment decides whether a user continues to watch or scrolls away. Open your reels with provocative questions, present surprising information, or use eye-catching visual effects. Phrases like “Did you know that…?” or “You’ve never seen that before!” can spark curiosity. Use hashtags like #hookideas to get inspiration for more exciting hooks.

3 – Use the loop effect
Reels that can be played seamlessly in a loop are more likely to encourage users to watch them several times in a row, thus increasing watch time.

4 – Emphasize creativity and originality
Stand out from the crowd with unique content and develop your own style. Find out what resonates best with your target audience and experiment with POV videos, green screens or interactive Q&A formats to get your community more involved.

5 – Optimize technical quality
High-quality videos with good lighting, clear audio and professional editing create an appealing aesthetic. Use quick cuts and creative transitions to keep interest high.

6 – Use trends and templates to your advantage
Instagram offers a variety of templates for reels with popular sounds and effects, that are easy to use. Keep an eye on current trends, for example by following Instagram’s Creators account, and always adapt trends to your niche.

7– Add subtitles and text
Many users watch reels without sound. Subtitles or text captions help get your message across and increase watch time. You can visually emphasize particularly important words or key phrases to attract even more attention.

Combining these strategies can effectively increase watch time, which in turn increases the chances of greater organic reach.

Conclusion: Long-Term Success Through Strategic Adjustments

The Instagram Reels algorithm of 2025 focuses on watch time, likes and shares as the decisive factors for reach. With new features like Trial Reels, Instagram is giving businesses and creators the opportunity to test new content formats risk-free. Those who follow the latest recommendations, regularly experiment with new formats and rely on compelling storytelling have the best chance of long-term success.

The key is not just to follow short-term trends, but to continuously produce high-quality content. Algorithms are constantly changing – but valuable content with real added value will always prevail in the long term.

Do you want to analyze the performance of your reels? Then try Fanpage Karma for free  for 14 days. With the all-in-one social media tool, you can not only measure your own performance, but also examine your competitors’ reels, and discover the latest trends. Try Fanpage Karma today and take your social media game to the next level!

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