Instagram Growth in 2025: Top Secrets from Head of Instagram Adam Mosseri

Growth on Instagram can feel like a mystery wrapped in an algorithm. If you've ever wondered whether you're shadowbanned, why your reach is down, or how to actually get seen in 2025—this blog delivers answers directly from the top. Adam Mosseri, Head of Instagram, pulled back the curtain in a recent interview. with Brock Johnson, sharing transparent insights on what really matters for creators this year.

Instagram’s 2025 Priorities for Creators

Mosseri emphasized that Instagram is laser-focused on becoming the best platform for creators. The platform’s current direction supports social media growth by improving visibility and engagement opportunities—especially for smaller accounts.

Here’s what’s getting top priority in 2025:

Helping Small Creators Break Out

The platform is working on improving content discovery for creators with smaller followings. Although tricky from a technical standpoint, it’s on the roadmap.

Rewarding Original Content

Reposting old or recycled content won’t get you far. Instagram is giving preference to creators who produce original, high-quality content. It’s a key driver in the Instagram algorithm 2025.

Surfacing Trends Faster

Instagram is lagging behind TikTok when it comes to trend momentum. Expect new tools designed to help you capitalize on trends quickly and enhance your Instagram growth strategies.

What Drives Growth in 2025?

Forget the myths. Here’s what Mosseri says truly moves the needle:

Shares Are King

Sharing a post—especially in DMs—is considered the strongest signal of interest. Shares to stories and timelines matter, too, but DMs are often more personal and powerful.

Watch Time Beats Watch Rate

Total time spent watching your video (not just completion rate) is a major indicator of quality and relevance.

Consistency

Long absences hurt. If you stop posting for months, the algorithm has less recent data and your content may not perform well when you return. Regular posting will improve organic reach.

SEO, Search, and Discoverability

Instagram is shifting toward SEO for Instagram by improving in-app search features and even working to surface content on Google. New features like comment-based search prompts will also help users explore content in more intuitive ways.

Algorithm Updates: Small but Constant

Big algorithm overhauls are rare. Instead, Instagram tweaks things daily to refine the user experience. Most massive swings in reach? They’re often tied to seasonal behavior (think holidays or Mother’s Day), not algorithm changes.

DM Automation: Yes, It’s Allowed

DM automation is allowed—but only through trusted, approved partners using Instagram’s API. Mosseri made it clear: if someone asks for your password, run.

If you’re looking to simplify automated responses, giveaways, or lead capture through comments and DMs, platforms like Stampede Social (approved and secure) are built exactly for this. (we added that; Adam didn't mention us but it is our blog, am I right?)

Hashtags: Not the Growth Hack You Think

Yep, it’s official. Hashtags do not significantly impact reach anymore. Instagram removed features like hashtag following and the “recent” tab due to spam and abuse. Focus instead on creating content people want to share.

What About Shadowbanning?

Good news:  if your content isn’t being recommended, you’ll see it in your Account Status. Instagram is aiming for transparency. Unless you’ve crossed major community or recommendation guidelines, there’s no hidden “shadowbanning” at play.

Why Your Reach Might Be Down

Mosseri addressed declining reach metrics head-on:

• More Competition: With more creators posting, supply outweighs demand.
• Avoid "Eggs in One Basket": Cross-platform growth is key—don’t rely solely on Instagram.

New Features to Watch

Blends: A shared Reels feed between you and a friend or group chat based on mutual interests.

Partner Ads:  Creators can approve their content to be used in brand ads, enabling better creator monetization—especially for smaller accounts.

Improved Search & Comment Context:  Surfacing relevant comments and content based on context is getting better and smarter.

The Creator Advantage

Mosseri’s biggest advice? Know your goal. Whether it’s brand deals, selling products, or building community—be intentional and focus on Instagram engagement hacks. Then, overlap that goal with content that’s:

• Compelling
• True to you
• Useful to your audience

Final Takeaway: What You Can Do Now

• Double down on shareable content. Prioritize emotional resonance and value.
• Stay consistent. Even a brief break can cost you momentum.
• Focus on original ideas. Reshared content doesn’t get the same love.
• Use all formats. Reels, Stories, Carousels—Instagram favors well-rounded engagement.
• Stay educated. Keep tabs on your Account Status and adapt accordingly.

2025 isn’t about gaming the algorithm—it’s about working with it.

Be original, stay present, and aim to connect deeply. The platform is evolving, and if you evolve with it, growth will follow.

🚀 TL;DR: How to Grow on Instagram in 2025 (Straight from the Top)

✅ Shares are the most important metric

✅ Original content beats reposts

✅ Small creators are getting more support

✅ DM automation is allowed 

✅ Hashtags won’t boost your reach

✅ Consistency > breaks

✅ Instagram is NOT shadowbanning you

✅ New tools like Blends & Partner Ads are coming

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Frequently Asked Questions

1) What’s the most important engagement metric on Instagram in 2025?

Shares, especially in direct messages, are now the strongest signal in the Instagram algorithm. When someone sends your post to a friend, it tells Instagram the content is meaningful. To improve your organic reach, focus on creating content that is emotional, useful, and shareable—content people want to talk about.

2) Do hashtags help with reach anymore?

Not really. Instagram has scaled back hashtag influence due to spam and low-quality engagement. Features like hashtag following and the “recent” tab have been removed. For your Instagram growth strategies, consider investing more time in content discovery tactics like keywords and storytelling.

3) How can I grow as a small creator on Instagram?

Instagram is working to improve discoverability for small creators by surfacing fresh, original content. To grow in 2025, stay consistent, focus on engagement, and take advantage of tools like DM automation, AI assistance, and post-level insights from Stampede Social!

4) Is it better to focus on video content or static posts?

Video content engagement is significantly stronger in 2025. Reels, in particular, help with retention and discoverability. But don’t ignore carousels or high-quality stills; they’re great for storytelling. Use both, and track what earns the most shares, saves, or DMs.

5) How do I know if the algorithm is hurting my content?

Instagram’s Account Status now gives visibility into recommendation limits. If you're not being featured, it could be due to guideline violations or repetitive low-performing content. Review your metrics, vary your formats, and look at comment sentiment. Stampede Social’s AI tools can help you understand where and how to pivot.