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Happy Wednesday, social pros and content creators!
Understanding the Instagram algorithm has always been a struggle. For years, they left us guessing on what the platform actually values to drive more views, engagement, etc.
But that seems to be changing. Over the past few months Instagram’s Creators account, and Adam Mosseri himself, have been opening the book for all of us. Mosseri’s videos over the past few weeks have been pretty insightful, so I’m going to dive into what he’s shared so we can all level up our Instagram game in 2025.
But before we get into it, this week’s newsletter is brought to you by:
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Maximizing Your Instagram Reach in 2025: Insights from Adam Mosseri's Latest Update
Instagram's algorithm can feel like a mystery, but thanks to Instagram chief Adam Mosseri's new video series, we now have clear insights into what drives content visibility on the platform. Let's break down these key factors and develop a strategy to boost your Instagram performance in 2025.
The Three Pillars of Instagram's Algorithm
According to Mosseri, three signals carry the most algorithmic weight:
Watch Time - How long users engage with your content
Likes - The number of people tapping that heart icon
Sends - How often your content is shared via DM
What's particularly interesting is how these factors vary depending on your audience:
Likes matter more for connected content (reaching your existing followers)
Sends are more important for unconnected content (reaching new audiences)
Strategic Approach for Instagram Growth
For Deeper Follower Engagement:
Create Like-Worthy Content: Focus on resonating with your existing audience
Track Likes Per Reach: This metric shows how compelling your content is to your followers
Develop Community-Specific Content: Inside references and relevant trends that your specific audience will appreciate
For Reaching New Audiences:
Prioritize Shareable Content: Create posts that people want to forward to friends
Monitor Sends Per Reach: This indicates your content's appeal to broader audiences
Focus on Universal Appeal: Content with general interest is more likely to be shared beyond your follower base
Maximizing Watch Time (Critical for Both):
Utilize Carousels: These rank higher because they take longer to view
Create Story-Driven Content: Content with a narrative arc keeps viewers engaged longer
Optimize Video Length: Not too short to limit watch time, not too long to lose interest
Practical Implementation Tips
Content Audit: Review your top-performing posts from the past few months. Which ones generated the most likes vs. sends? What was the average watch time?
A/B Testing Strategy: Create two versions of similar content - one optimized for likes (follower-focused) and one optimized for sends (broader appeal). Track performance to refine your approach.
Scheduled Content Mix: Plan a balanced content calendar with:
40% follower-focused content (to boost likes)
40% shareable content (to increase sends)
20% experimental content (to test new approaches)
Watch Time Optimization: For videos, place key information and hooks in the first 3 seconds, but create a narrative that encourages complete viewing. For carousels, make your first slide compelling enough to encourage swiping.
What's Missing: The Comment Factor
Interestingly, Mosseri doesn't mention comments as a key metric. This suggests that Meta might be moving away from prioritizing discussion-generating content, possibly to reduce the impact of divisive conversations. However, comments likely contribute to watch time since writing a comment requires spending more time on a post.
Measuring Success
Focus on these key metrics in your Instagram Insights:
Average watch time per post
Likes per reach (not just total likes)
Sends per reach (not just total sends)
By understanding these new algorithm insights and adapting your strategy accordingly, you can significantly improve your Instagram performance throughout 2025. Remember that quality content that genuinely resonates with your audience will always perform better than content created solely to game the algorithm.
Social Media Platform Updates
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This Week’s Social Media Meme
Is Twitter/X Still Worth It for Brands?
Remember when Twitter was the digital town square where brands could casually mingle with customers over witty 280-character exchanges? Then Elon Musk swooped in, renamed it X, and turned the once-predictable platform into social media's most fascinating chaos experiment.
The New Wild West
Let's be honest: X feels like a completely different animal now. Some user groups have headed for the digital exits while others have become more vocal than ever. What once reliably went viral now sits unnoticed, while previously niche conversations explode into trending topics. It's as if someone reshuffled the deck and dealt an entirely new hand.
Walking the Tightrope
Brand safety? That's the elephant in the boardroom. Musk's "free speech absolutism" means your carefully crafted campaign might appear sandwiched between political firestorms and controversial hot takes. Several major advertisers hit the pause button faster than you can say "reputational risk," though X has scrambled to provide safety guardrails. It's like being invited to a dinner party where you can't control who sits next to you.
Do the Numbers Still Add Up?
The ROI question keeps CMOs up at night. Tech, finance, and media brands still find their people amid the noise. Their audiences haven't just stayed—they're deeply engaged in the platform's real-time information exchange. For others, it's like throwing marketing dollars into an increasingly unpredictable wind.
Playing Smart in Uncertain Times
The savviest brands aren't making all-or-nothing decisions. They're doing reconnaissance: Is their audience still hanging out on X? Does the platform's current vibe clash with their carefully cultivated image? Can their content strategy adapt to this new environment? Many are treating X as one instrument in their orchestra rather than the solo performer it once was.
The Bottom Line
X remains a paradox wrapped in a blue bird's legacy. It still offers unparalleled real-time engagement and cultural relevance that other platforms can't match. But it demands a clear-eyed assessment of alignment with your brand values and audience needs. The question isn't simply whether X is worth it—it's whether you've found your particular sweet spot in this transformed landscape. The brands that thrive aren't the ones clinging to yesterday's playbook or abandoning ship entirely—they're the ones nimble enough to dance with the platform's new rhythm while keeping their own balance.
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