Understanding Instagram’s 2025 Ranking Process: What It Means for Your Content
Deborah Raley 
Breaking it down and giving you examples for your Direct Sales business
If you’ve ever felt like you’re shouting into the void on Instagram, wondering why your posts aren’t reaching the right people, you’re not alone. With Instagram’s constant algorithm updates, it can feel overwhelming to keep up. Luckily, Adam Mosseri, head of Instagram, recently broke down the platform’s 2025 ranking process, shedding light on how content is prioritized and shared. Let’s explore what’s new, how it affects your strategy, and, most importantly, what you can do to grow in this new era of content ranking.
The 2025 Instagram Ranking System: A Quick Overview
Instagram’s 2025 ranking process revolves around four key factors:
- Relevance of Content: Instagram prioritizes content that aligns with a user’s past behavior. This means your posts need to be laser-focused on your audience’s interests.
- Engagement Predictions: The algorithm evaluates how likely someone is to interact with your post based on their habits.
- Content Type Preferences: Instagram now ranks content differently depending on whether it’s a photo, video, carousel, or Story, depending on what the user prefers.
- Timeliness: Recent content is prioritized, but evergreen content still holds value if it gets consistent engagement.
Let’s break down each factor and how you can adapt.
1. Relevance of Content: Know Your Audience’s “Why”
Relevance is the name of the game. Instagram’s new ranking process uses AI to assess how closely your content aligns with a user’s demonstrated interests.
How This Impacts You
If you sell kitchen tools, for example, and your audience engages most with quick recipes, a post about how to make a 5-minute pasta dish using your tools will perform better than a generic product shot.
What You Can Do
- Survey Your Audience: Use polls, question stickers, or engagement posts to ask your followers what they want to see.
- Analyze Insights: Pay close attention to which posts get the most saves and shares. These are clues about what resonates most.
2. Engagement Predictions: Quality Over Quantity
Instagram’s algorithm evaluates how likely someone is to interact with your content, whether by liking, commenting, saving, or sharing.
How This Impacts You
Mass-posting generic content is no longer effective. A single high-quality post with a clear call to action (CTA) will outperform five low-effort ones.
What You Can Do
- Create Relatable CTAs: For example, if you’re a Pampered Chef consultant, try a CTA like, “What’s your favorite quick dinner hack? Share below!” For Park Lane Jewelry, use something like, “Which sparkle fits your vibe best? Comment your favorite!” For Jordan Essentials, you could say, “What’s your go-to self-care ritual? Let us know!”
- Encourage Saves: Posts like “5 Easy Meal Prep Hacks” for Pampered Chef, “How to Layer Jewelry Like a Pro” for Park Lane, or “5 Steps to a Perfect Skincare Routine” for Jordan Essentials encourage users to save your content for later.
3. Content Type Preferences: Cater to What’s Trending
Different audiences prefer different types of content. The 2025 update gives users more control over their experience, allowing them to prioritize videos, photos, carousels, or Stories in their feeds.
How This Impacts You
If your audience loves videos, but you’re only posting static images, your content might not make it into their feed.
What You Can Do
- Experiment with Formats: Test Reels, carousels, and Stories to see what gets the most traction.
- Repurpose Content: Turn a popular blog post into a Reel, or a successful Story into a carousel. For example, a Reel showing “3 Ways to Use a Multi-Directional Peeler” can be repurposed into a carousel with step-by-step visuals for Pampered Chef. For Park Lane Jewelry, create a Reel showcasing “How to Style Statement Earrings”. For Jordan Essentials, share a Story demonstrating “3 Uses for Magnesium Spray”.
- Optimize for Accessibility: Always add captions to videos and alt text to images to make your content more inclusive.
4. Timeliness: Stay Relevant and Consistent
While the algorithm favors newer content, it also rewards posts that continue to garner engagement over time.
How This Impacts You
Your evergreen content, like tutorials or lists, can continue to perform well if you reshare or repurpose it strategically.
What You Can Do
- Use Scheduling Tools: Consistency is key. Tools like Meta Suite can help you maintain a steady posting schedule.
- Create a Content Calendar: Plan a mix of time-sensitive and evergreen posts. For example, post seasonal recipes in November but reshare “Knife Skills 101” throughout the year for Pampered Chef. For Park Lane Jewelry, reshare “Jewelry Cleaning Hacks” regularly. For Jordan Essentials, evergreen tips like “Benefits of Natural Deodorant” can be reposted as needed.
Real-Life Application: Crafting Content for the 2025 Algorithm
Scenario 1: Boosting Engagement for Jewelry Sellers
If you’re a Park Lane consultant, highlight your jewelry’s versatility. Create a Reel titled, “3 Ways to Style the Same Necklace for Work, Date Night, and Sunday Brunch,” and ask viewers to comment on their favorite look.
Scenario 2: Adapting for Kitchen Tool Consultants
Instead of showcasing a product like the Pivoting Peeler in isolation, post a Reel showing how it simplifies holiday prep. Pair it with a recipe and ask followers to share their favorite holiday dishes.
Scenario 3: Engaging Boutique Owners’ Audience
If you’re in the clothing business, create a carousel post showing “5 Must-Have Winter Accessories.” Use a caption like, “Swipe to see which ones double as perfect gifts!”
Scenario 4: Connecting with Jordan Essentials Customers
Highlight how your products integrate into everyday routines. For example, post a Story showcasing “How to Create a Relaxing Bath with Our Essential Oils” or a Reel demonstrating “3 Quick Ways to Use Lotion Bars On-the-Go.”
Pro Tips to Maximize Your Reach
- Leverage Instagram’s Features: Take advantage of tools like stickers, polls, and link options to make your Stories more interactive.
- Collaborate with Influencers: Team up with micro-influencers who align with your brand for a mutually beneficial reach boost.
- Engage Meaningfully: Respond to comments and DMs promptly. Instagram rewards accounts that foster genuine interactions.
The Takeaway
Instagram’s 2025 ranking process prioritizes relevance, engagement, preferred content types, and timeliness. While the changes might seem daunting, they’re a golden opportunity to refine your strategy, create more meaningful connections, and grow your reach organically. By understanding your audience’s preferences and crafting high-quality, engaging content, you’ll be set up for success in 2025 and beyond.
Now, it’s your turn. What changes will you make to your Instagram strategy? Share in the comments or tag us in your next post—we can’t wait to see your creativity in action!