Killer Snapshot: How to Grow on Instagram in 2025 (Straight from the Top)

Insights from Adam Mosseri, Head of Instagram
As shared in a candid interview with Brock Johnson on Build Your Tribe

If you’ve ever felt stuck trying to grow on Instagram… you’re not alone. Adam Mosseri just pulled back the curtain on what’s actually working—and what’s coming next.

Here’s our “killer snapshot” of the biggest takeaways from that discussion:

1) Instagram’s 3 Priorities for Creators in 2025

Instagram is focusing on:

• Original content → Rewarding creators who make, not repost.
• Small creator growth → More discovery opportunities for new accounts.
• Faster trends → Making viral content catch on quicker.

We want to be the best place for creators, especially smaller ones.

2) Reach Is Coming from Non-Followers

And that’s intentional. Your posts are now more likely to be shown to people who don’t follow you—thanks to recommendation-based content in the feed.

💡 New Perspective: More ways to be discovered. Less pressure to chase followers.

3) Shadowbanning? Not Likely

If your reach drops, check your Account Status under settings.

✅ If you’re in good standing → Your content is eligible to be recommended.
🚫 If not → Fix the issue shown (ex: flagged content).

4) Hashtags Don’t Do What They Used To

Hashtags aren’t what they once were. You can still use them, but they won’t drive much reach. Instagram now relies more on recommendations and content context. In fact, banned or flagged hashtags won’t turn into links, and in some cases, they might stop your post from being recommended at all.
So, use hashtags if you want, but don’t expect them to make a significant impact.

⚠️ Avoid flagged or banned hashtags, which can prevent your content from being recommended.

5) What Actually Boosts Reach?

Focus on these signals:

• Shares (especially in DMs)
• Watch time
• Likes (helpful, but less weighted)

🎯 Insight: Instagram doesn’t optimize for time spent, unlike YouTube or Netflix.

“If we just optimized for time, we’d end up reducing friend connections. That’s not our goal.” – Adam Mosseri

Instagram prioritizes:

• Quick, shareable entertainment
• Real friend connections via content

6) No, Engaging Before Posting Doesn’t Help (Directly)

Engaging right before you post won’t directly boost your reach. It might help indirectly if it leads people to visit your profile, but it’s not something the algorithm tracks intentionally.

💡 Key takeaway: Be active because you care, not because you’re gaming the system.

7) The Algorithm Changes Daily (But Gently)

You’re not imagining it—things shift every day. Big drop in views? Probably seasonal, not a secret update.

What’s Coming to Instagram?

Search is About to Level Up 🚀

• Comments and spoken audio will be analyzed
• Video frames will be scanned for context
• Recommended searches will show up (like in the comments section)

When we connect the dots—caption, content, and comments—it becomes more powerful.

This means:

• Older content can resurface
• Discovery gets smarter
• Small creators win big

Have You Heard of “Blend” 🌀

Instagram’s newest feature:
Blend = A shared Reels feed between you and a friend.

• Personalized
• Private
• Social again

You’ll see Reels based on what you both like, labeled with whose interest it matched. It lives in your DMs, so it feels natural, not forced.

💡 Why It Matters: Instagram is nudging the platform back toward connection—not just consumption.

Final Thought from Adam Mosseri

Don’t just chase reach. Chase resonance. That’s where real growth comes from.

Adam encouraged creators to be clear-eyed about their goals—whether it’s building community, selling a product, or landing brand deals—and to make sure their content is both compelling and aligned with that goal. He also reminded us that Instagram offers many ways to show up, but you don’t have to use them all. Find what works for you, because trying to do everything might be too much. And, that’s okay.

🎥 Watch the Full Interview 👇
Brock Johnson asks all the right questions.

🤖 This article is grounded in our own experiences, reflections, and insights. AI tools were used to assist with the writing and publishing process, enabling us to share valuable content with you more quickly.