Instagram’s CEO Reveals 3 Powerful Keys to Unlock More Reach in 2025

Instagram’s CEO Reveals 3 Powerful Keys to Unlock More Reach in 2025

In the ever-evolving landscape of social media, Instagram’s algorithm has undergone a major shift in 2025 and it’s no longer about just going viral or getting likes. In a recent conversation with Business Insider, Instagram CEO Adam Mosseri laid out three definitive strategies creators and brands must focus on if they want to increase visibility and reach on the platform today.

1. Prioritize Posting on the Feed

Mosseri emphasized that Instagram’s main feed remains the most powerful tool for content visibility. While Stories are great for maintaining daily engagement with followers, the feed is still where discovery begins. “If you're trying to reach new people, the feed is the way to go,” Mosseri explained. This applies especially to Reels and static posts the algorithm prioritizes feed content when surfacing new creators to users.

2. Get Shared in DMs (Direct Messages)

According to Mosseri, DM shares are now the strongest signal of high-value content. When users forward your post to someone via a private message, it tells the algorithm your content is meaningful, relevant, or entertaining. This form of “dark sharing” has now surpassed likes and comments in importance. In fact, content that drives conversation in the inbox not just in public is rewarded more heavily with reach. So the new mantra? Create content that’s worth sharing privately.

3. Optimize for Search & SEO

Instagram is leaning into search discoverability, both inside the app and externally through platforms like Google. Mosseri revealed that Instagram is working on indexing comments and captions more thoroughly, which means creators should begin thinking more like bloggers using searchable keywords naturally in their posts, profiles, and captions. The aim is to make content more discoverable even outside traditional follower networks.

These three focus areas feed visibility, shareability in DMs, and SEO optimization are now the pillars of success on Instagram in 2025. While many creators continue to rely on outdated tactics like excessive hashtag stacking or high post volume, Mosseri made it clear: what matters most is the quality and clarity of signals your content sends to Instagram’s various algorithms.

For small accounts struggling to grow, this is good news: growth isn’t about follower count or flashy production anymore  it’s about creating consistent, meaningful content that’s easy to share, search, and see.

If you haven’t already, consider aligning your content strategy with this 2025 algorithmic shift. Want to keep up with Instagram's evolving vision?

Follow Adam Mosseri- https://www.instagram.com/mosseri?igsh=MWk0czcwMml5Zmoydw==