Instagram Updates 2025: What Businesses Should Know

Saves & Shares Over Likes

The latest algorithm update (October 2025) doubled down on prioritizing value-driven content over vanity engagement metrics like likes or follows. Instagram’s new AI model gives 2x more reach to posts that are saved or shared frequently.

This means brands that post educational, useful, or emotionally resonant content like how-tos, templates, infographics, and quick tips will outperform those relying on visuals alone.

‍The “Creativity + Connection” Era‍

According to Instagram’s head, Adam Mosseri, recommendations are now driven by creativity and connection. The algorithm rewards original content rather than reposts and recycled memes. In fact, if two accounts post the same thing, only the original creator is eligible for recommendation on the Explore or Reels tabs.

Meta has rolled out AI identifiers to detect originality and make sure that creators (not curators) get rewarded.

‍Reel View Time

Back in August, Instagram added Reel view time to the retention metric. This chart showed how long viewers watched a Reel and at what point they decided to skip it.

Now, depending on the amount of time a user spends on your reel, Instagram will recommend it to others. 

‍Meaningful Interactions
Instagram is also doubling down on authentic interactions.

Generic comments like “🔥” or “Nice one!” won’t move the needle anymore. The algorithm now prioritizes meaningful comment threads and story replies that show genuine interest or start conversations.

How to Align with the Instagram Algorithm

Create Relatable, Save-Worthy Content

Focus on creating content that adds value to the viewers. These could be posts that pique their curiosity, help them learn something new, or guide them on how your product or service can benefit them.

Rhode is known for their Instagram feed. Whenever they launch a new product, their entire grid subtly shifts; the logo, background palette, and visuals align perfectly with the new product. But that’s not all; they also feature videos on how their products can be used together. 

Prioritize Attention-Holding Video Content

Unlike LinkedIn, Instagram is a channel people use to relax and consume content as entertainment. So don’t be afraid to think out of the box. Humor is your best bet to increase shares and engagement.

Take Duolingo, for instance. Their “Duo is dead” post broke the internet, with over 11.4k comments and 312k shares. The best part about this campaign is that various brands came together to express their condolences in the comments. 

Engage Through Comments, DMs, and Stories

Every comment reply or DM strengthens your “relationship score” with followers, a core factor in Instagram’s 2025 ranking logic. Prompt responses keep your content visible to those users and encourage repeat interactions. Actively engaging with your followers can also help you build a community.

When you strengthen your relationship with your audience through consistent engagement, they won’t hesitate to join your broadcast channel.

People love Wendy’s not just for their food but also for their funny comment responses. Some even follow the brand just to engage in a witty conversation. 

4. Use CTAs That Drive Action

Calls to action (CTAs) are powerful tools that guide your audience toward meaningful interactions that the Instagram algorithm values most in 2025. Clear, direct CTAs help convert passive viewers into active engagers.

Here’s how to craft CTAs that inspire action:

Encourage Saving: Use phrases like “Save this post for later,” “Don’t forget to save this checklist,” or “Bookmark this tip to use next time.” Saves signal to Instagram that your content offers ongoing value, increasing its visibility over time.

Prompt Sharing: Encourage users to share with friends who may benefit. Examples include “Share this with someone who needs this,” “Tag a friend who would love this,” or “Send this Reel to your workout buddy.”

Drive Comments: Spark conversation with questions or prompts such as “What do you think about this? Comment below!” or “Tell us your favorite tip in the comments.” Asking open-ended questions invites thoughtful responses that the algorithm favors.

Boost DMs and Story Replies: Invite direct interaction with CTAs like “DM us if you want the full guide,” “Reply to this story with your answer,” or “Send us a message to learn more.” These one-on-one engagements deepen connections and signal strong community health.

How Instagram DM Automation Can Help Businesses adapt to the Algorithm changes

With Instagram’s algorithm prioritizing authentic engagement over vanity metrics, businesses need to rethink how they communicate with their audiences. That’s where DM automation steps in. It is a smart way to keep conversations alive and relevant.

Here’s how businesses can use it effectively:

Instant Responses That Keep You in the Algorithm’s Good Books

The faster you reply, the stronger your “relationship score.” Automated DMs help brands instantly acknowledge new followers, respond to FAQs, or send quick links without making users wait.

Lead Qualification Without Manual Effort

You can use automated keyword triggers (“pricing,” “demo,” “discount”) to segment users and route them to the right offers or team members. This makes every DM conversation purposeful, converting chats into potential sales.

Encourages Action Beyond the Feed

Automated messages can encourage followers to save a guide, share a post, or join a broadcast channel. These actions feed directly into the new ranking signals.

Personalized Shopping Experiences

DM bots can recommend products based on user inputs or recent activity—like “Show me lip tints under $80.” This merges eCommerce and chat seamlessly, creating a smoother path from discovery to purchase.

Maintains Consistent Engagement During Campaign Peaks

During product launches, BFCM campaigns, or influencer collaborations, engagement spikes can overwhelm teams. DM automation ensures no lead or follower interaction goes unnoticed. It keeps engagement steady while freeing your team to focus on strategy and creativity.

Collects Insights for Better Targeting

Automated DMs can gather valuable data like user preferences, frequently asked questions, and purchase intent. These insights can refine your content strategy, helping you create posts that are more relevant and more likely to be saved or shared.

In essence, DM automation is the bridge between connection and scale. It helps brands maintain the personal touch Instagram’s algorithm rewards while managing the volume of modern social engagement.

Instagram’s 2025 updates mark a major shift from vanity to value.

The brands that will thrive are the ones that focus on creating content worth saving, sparking genuine interactions, and building relationships through conversation, not just content.

When you blend authentic storytelling, meaningful engagement, and smart DM automation, your brand can stay visible, relevant, and truly connected in the ever-evolving Instagram ecosystem.

At ZEPIC, we are working on something exciting to level up your Instagram marketing. Follow us on LinkedIn and Insta to find out more!

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