What Instagram’s Chief Revealed About Growing Your Following in 2025?

Instagram Chief Adam Mosseri Shares Key Insights for Creators in 2025

Looking to boost your Instagram growth this year? You’re in luck. Instagram head Adam Mosseri recently sat down with podcaster Brock Johnson to share fresh insights into platform updates, algorithm shifts, and creator tips for 2025. Here’s what you need to know to stay ahead.

Instagram Usage Trends: Where People Are Hanging Out

Mosseri explained that Instagram’s main feed is no longer the go-to for everyday users. Today, more photos and videos are shared in DMs than in Stories, and far more content is posted to Stories than to the main feed. Regular users are now favoring private sharing over public posting. However, for creators, the main feed remains a powerful tool for reach and discovery.

According to Mosseri, “Your average creator reaches way more people in feed.” Instagram’s AI-recommended content system ensures creators get seen by a wider audience, even among users who aren’t connected to them.

Algorithm Changes: Smaller, Frequent Tweaks

Worried about algorithm updates messing with your reach? Mosseri reassured creators that major algorithm changes are rare. “Small changes go out every day,” he said, suggesting that sudden engagement dips are more likely due to external events like holidays rather than platform overhauls.

Boosting Content Discoverability on Instagram and Beyond

Instagram is working hard to improve content discovery both within the app and on external search engines like Google. Enhanced visual and caption recognition technology will make it easier for users to find relevant content—a move that could help Instagram better compete with TikTok’s powerful recommendation engine.

Instagram vs. TikTok: What Makes IG Different?

Mosseri also differentiated Instagram from TikTok, emphasizing that IG is focused not just on entertainment but also on fostering connections between friends. Unlike platforms that purely optimize for screen time, Instagram aims to balance short-form video consumption with social interaction.

Still, with 50% of feed content coming from accounts users don’t follow, it’s clear that discovery is a major priority for Instagram.

Posting Tips: Does Being Active Help?

Is there a secret to boosting post reach? Mosseri confirmed that while actively engaging with users around the time you post can indirectly help—by encouraging profile visits—there’s no direct algorithmic boost tied to real-time activity.

Shadowbans and Content Penalties

Addressing “shadowbans,” Mosseri clarified that Instagram does penalize certain content but tries to notify creators whenever possible. True shadowbanning, where accounts are restricted without explanation, is rare.

Hashtags Are No Longer the Magic Bullet

Think spamming hashtags will skyrocket your reach? Think again. According to Mosseri, “Hashtags are no longer a primary way to increase your reach on Instagram.”

New Features to Watch: Blend and Branded Content Tools

Mosseri also hinted at upcoming features like “Blend,” designed to enhance the way users discover content with their friends, alongside expanded branded content partnership tools.

Takeaways for Creators

• Prioritize feed posts for reach, but use Stories and DMs for engagement.
• Don’t stress over daily algorithm changes; big swings often reflect external factors.
• Focus on creating searchable, high-quality content.
• Don’t rely heavily on hashtags for reach.
• Build authentic interactions to support growth.

Instagram’s evolving landscape means creators need to be nimble, but opportunities for growth are still abundant in 2025.