Decoding Instagram’s algorithm

Written By Alicia Vial

A social media algorithm is a set of rules and calculations that platforms, like Instagram, use to decide which content to show users and in what order. Algorithms determine the visibility of your posts.  Whether you are a content creator, business or casual user, understanding how algorithms works is essential for reaching your audience, boosting engagement and achieving your goals on social media.  In short, mastering the algorithm is key to standing out in today’s crowded media landscape.  

Instagram’s 2025 algorithm will categorize content distribution in two main categories. 

  • Connected reach – meaning content shown to your current followers 

  • Unconnected reach – meaning content shown to audiences that don’t follow you yet. 

There are three areas that affect how Instagram ranks you in their algorithm for 2025: 

  • Watch time – the longer someone spends watching your content the better it will rank. 

  • Likes – likes are still a critical metric especially for your connected reach (or users that already follow you) 

  • Sends – when someone shares your content with another user it puts your content at a higher rank. Sends which differ from shares can be a powerful driver for connecting with new users or your unconnected reach 

For followers, or connected reach, likes carry more weight whereas for non-followers, or unconnected reach, sends are the key metric. 

If growth is your priority, focus on shareable content that encourages people to send it to others. Relatable posts, memes and content worthy of a story share work well. If nurturing your community is your goal, create content that resonates deeply with your followers, encourages likes and solves their problems or teaches them something new.  For both strategies, maximize watch time by holding your audience’s attention. Start with a strong hook – using engaging visuals, sounds or words.  

Post a mix of shareable, discovery-friendly content for growth and value-driven, community-focus content for nurturing relationships. Over time, analyze what resonates most with your audience and adjust accordingly.  

Don’t focus too heavily on one metric while ignoring the others, though. For example, creating only shareable memes might help growth but neglect your loyal followers’ needs.  A balanced approach ensures sustained engagement.  

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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