Instagram Growth in 2025: Top Secrets from Head of Instagram Adam Mosseri

Secrets straight from the top

Growth on Instagram can feel like a mystery wrapped in an algorithm. If you've ever wondered whether you're shadowbanned, why your reach is down, or how to actually get seen in 2025—this blog delivers answers directly from the top. Adam Mosseri, Head of Instagram, pulled back the curtain in a recent interview. with Brock Johnson, sharing transparent insights on what really matters for creators this year.

Instagram’s 2025 Priorities for Creators

Mosseri emphasized that Instagram is laser-focused on becoming the best platform for creators. Here’s what’s getting top priority in 2025:

• Helping Small Creators Break Out
• The platform is working on improving discoverability for smaller creators—though it’s tricky from an engineering perspective, it’s on the roadmap.
• Rewarding Original Content
• Reposting recycled content won’t cut it anymore. Instagram wants to boost the actual originators.
• Surfacing Trends Faster
• Instagram is lagging behind TikTok when it comes to trend momentum. Expect changes here to help creators capitalize on what’s hot—faster.

What Drives Growth in 2025?

Forget the myths. Here’s what Mosseri says truly moves the needle:

• Shares Are King
  Sharing a post—especially in DMs—is considered the strongest signal of interest. Shares to stories and timelines matter, too, but DMs are often more personal and powerful.
• Watch Time > Watch Rate
  Total time spent watching your video (not just completion rate) is a major indicator of quality and relevance.
• Consistency
  Long absences hurt. If you stop posting for months, the algorithm has less recent data and your content may not perform well when you return.

SEO, Search, and Discoverability

Instagram is evolving into more of a discovery engine:

• Expect better in-app search features.
• Instagram is working to surface its content on Google searches.
• New features like comment-based search prompts will help users explore context faster.

Algorithm Updates: Small but Constant

Big algorithm overhauls are rare. Instead, Instagram tweaks things daily to refine the user experience. Most massive swings in reach? They’re often tied to seasonal behavior (think holidays or Mother’s Day), not algorithm changes.

DM Automation: Yes, It’s Allowed

DM automation is allowed—but only through trusted, approved partners using Instagram’s API. Mosseri made it clear: if someone asks for your password, run.

If you’re looking to simplify automated responses, giveaways, or lead capture through comments and DMs, platforms like Stampede Social (approved and secure) are built exactly for this. (we added that, Adam didn't' mention us but it is our blog, am I, right?)

Hashtags: Not the Growth Hack You Think

Yep, it’s official. Hashtags do not significantly impact reach anymore. Instagram removed features like hashtag following and the “recent” tab due to spam and abuse. Focus instead on creating content people want to share.

What About Shadowbanning?

Good news:  if your content isn’t being recommended, you’ll see it in your Account Status. Instagram is aiming for transparency. Unless you’ve crossed major community or recommendation guidelines, there’s no hidden “shadow” at play.

Why Your Reach Might Be Down

Mosseri addressed declining reach metrics head-on:

• More Competition: With more creators posting, supply outweighs demand.
• Avoid "Eggs in One Basket": Cross-platform growth is key—don’t rely solely on Instagram.

New Features to Watch

• Blends: A shared Reels feed between you and a friend or group chat based on mutual interests.
• Partner Ads: Creators can approve their content to be used in brand ads, enabling better monetization—especially for smaller creators.
• Improved Search & Comment Context: Surfacing relevant comments and content based on context is getting better and smarter.

The Creator Advantage

Mosseri’s biggest advice? Know your goal. Whether it’s brand deals, selling products, or building community—be intentional. Then, overlap that goal with content that’s:

• Compelling
• True to you
• Useful to your audience

Final Takeaway: What You Can Do Now

• Double down on shareable content. Prioritize emotional resonance and value.
• Stay consistent. Even a brief break can cost you momentum.
• Focus on original ideas. Reshared content doesn’t get the same love.
• Use all formats. Reels, Stories, Carousels—Instagram favors well-rounded engagement.
• Stay educated. Keep tabs on your Account Status and adapt accordingly.

2025 isn’t about gaming the algorithm—it’s about working with it.

Be original, stay present, and aim to connect deeply. The platform is evolving, and if you evolve with it, growth will follow.

🚀 TL;DR: How to Grow on Instagram in 2025 (Straight from the Top)

 ✅ Shares are the most important metric
✅ Original content beats reposts
✅ Small creators are getting more support
✅ DM automation is allowed 
✅ Hashtags won’t boost your reach
✅ Consistency > breaks
✅ Instagram is NOT shadowbanning you
✅ New tools like Blends & Partner Ads are coming

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