Understand Instagram Ranking in 2025

• #How To
• #Instagram
• #Social Media

This is how the algorithm really works

Why does one post go through the roof and another is a total flop? Instagram is one of the most important social media platforms if you want to increase your reach organically, make your brand visible or build a strong community. At the same time, the algorithm always raises big question marks: Why does one post suddenly work really well and another, despite a lot of effort, fails to live up to expectations? Especially if you want to use Instagram strategically, it is crucial to understand how the ranking works. The better you know the rules of the game, the more targeted you can create content that is actually seen and shared. If you want to stop guessing why things work and why they don’t, and start using Instagram specifically for your growth, read on. Do you want the Instagram ranking to finally reward you in 2025 and make the algorithm work for you?

There are two types of reach

Before you optimise your strategy, you should understand the basic structure of the algorithm. Instagram distinguishes between two types of reach:

1. Connected Reach

This is the reach within your existing community, i.e. the content shown to your followers. The relationship is already there, the contact has been made. Your posts end up in the feeds, stories or reels of those who follow you.

2. Unconnected Reach (Recommendations)

This is where it gets exciting. Instagram shows your content to users who don’t yet follow you, e.g. in the Explore tab or in the Reels feed. This is the area where you can grow organically.

This distinction is key because Instagram rates your content differently depending on whether you already have a connection to the person or not. And that brings us to the really important factors.

The three most important signals for your ranking

Whether your content is shown to your followers or new people, Instagram uses three main signals to assess how visible your content is:

1. Watch time

How long do users watch your video on average? The longer, the better. Watch time is the strongest indicator that your content is relevant and engaging.

2. Likes per reach

How many users like your post in relation to the number reached? This signal shows whether your content is emotionally or substantively convincing.

3. Sends per reach

How often is your post forwarded or shared in a DM? This is a strong signal for reels in particular, especially in the unconnected area.

→ By the way:

For connected reach (followers), likes are weighted slightly more heavily, while sends are more important for unconnected reach (recommendations). But above all, watch time is the decisive factor.

Insider tip: Use the ‘Trials’ feature strategically

Want to post several rolls a day without overwhelming your followers? Then it’s worth taking a look at Instagram’s Trials feature. This feature allows you to test reels in the recommendations section first, showing them only to users who do not follow you. This allows you to try out content ‘risk-free’, analyse its performance and then decide whether to make it visible on your profile or to your followers. It’s a great tool for anyone who produces a lot of content and wants to test what works and what doesn’t without flooding their community with content.

How do you end up in recommendations?

Instagram only wants to show its users content that is of high quality, relevant and original. For your content to appear in the recommendations (Unconnected Reach), you must fulfil these five criteria:

1. No watermark
   Content with the TikTok logo or repost markings is automatically devalued.
   
2. Use audio
   Especially with photos and carousels, you should add music or sound, this increases your chances of being recommended.
   
3. Video under 3 minutes
   Longer content will not be included in the Reels feed. Stick to crisp, concise formats.
   
4. Quality counts
   Content that you have created yourself or changed significantly (e.g. through comments, green screen, remix) is favoured.
   
5. Good account status
   In your profile settings under ‘Account status’, you can see whether your account is approved for recommendations. Violations of community guidelines will result in your reach being restricted.

Stories: no reach, but a big impact

Many creators underestimate stories or use them incorrectly. This is because, unlike reels, it is not about maximising reach, but about engagement and proximity. Stories are primarily shown to those who are already actively interacting with you. They are your direct mouthpiece to your loyal community. Authenticity counts here, not perfectionism. Instagram evaluates stories primarily based on these three factors:

• How often is your story tapped?
  
• Is it liked?
  
• Do users respond with a message?

What works well in stories?

• Behind-the-scenes insights
  Show what normally remains hidden: Your work process, your set-up, your planning or little mishaps in everyday life. People love to take a look ‘behind the scenes’. It creates closeness and trust.

• Personal thoughts or routines
  Whether it’s a morning ritual, your path to creativity or honest thoughts on a current topic. Content like this makes you tangible and authentic. They invite your community to get to know you not just as a brand, but as a person.

• Current, spontaneous content
  Share what is currently happening in your life. An event, a launch, an idea that has just occurred to you. Authenticity beats perfection! And spontaneous stories are often more honest than perfectly staged posts.

• Q&A rounds, opinion polls, mini-series
  Interactive formats such as ‘Ask me anything’, small surveys or even multi-part stories with a continuous story not only ensure engagement, but also that your followers keep coming back. The more interactions, the more visible you will be in the future.

Shadowbanning: Does it even exist?

Few things cause as much uncertainty as the term ‘shadowban’. The fear behind it is that Instagram is secretly restricting your reach. But what’s the truth? The clear answer from Instagram: There is no secret shadowban system. But there are restrictions, especially in the area of recommendations. If your content violates the guidelines or your profile contains too much problematic content, your content will no longer be shown in the recommendations. As a rule, nothing will change for your followers (Connected Reach).

What to do if your range suddenly drops?

One reel is going great, but the next one suddenly doesn’t work at all. What can you do? Here is a clear 5-step plan:

1. Check account status
   In your settings, you will find the item ‘Account status’. There you can find out whether there are any restrictions.
   
2. Analyse insights
   Take a look at watch time, likes per reach and shares. Where are there deviations?
   
3. Check guidelines
   Does your content comply with all recommendations? No watermark, original, under 3 minutes?
   
4. Test something new
   What worked last week may be out this week. Stay flexible and creative.
   
5. Don’t overreact
   Instagram changes the algorithm in small details every day. Major upheavals are rare. If something suddenly goes badly, it is often due to external influences, e.g. public holidays, weather or news.

Conclusion

Success on Instagram 2025 is not about luck or trends, but about strategy, understanding and constant adaptation. Focus on high-views content, follow the recommendation rules, use Stories to nurture your community, keep your account status clean and regularly test new ideas with the trials feature. And above all, don’t get distracted by short-term changes. The algorithm is not an uncontrollable puzzle, but a learning system that you can understand and use to your advantage. Use this knowledge, analyse, optimise and the algorithm will work for you.