Navigating Instagram’s algorithm in 2025 requires a mix of understanding the platform’s priorities and leveraging your unique content. As both a business owner and a personal user, I’ve had my fair share of experimenting with what works—and what doesn’t. This year, Instagram continues to evolve, and creators must adapt to stay relevant. Here’s a breakdown of the latest algorithm updates, how they impact your strategy, and lessons I’ve learned from blending personal and business content on my profile.
Instagram’s algorithm is doubling down on originality in 2025. The platform wants to reward creators for producing unique content rather than reposting others’ work. This means businesses and influencers alike need to focus on showcasing authentic, creative, and original posts.
From personal experience, I’ve noticed my personal content—like family vacations, restaurants I’ve visited, or clips from my kids’ hockey games—tends to get far more reach than business-focused posts. It’s a reminder that people connect more with real, relatable stories. However, while personal posts drive reach, they don’t necessarily grow my lead database. That’s why it’s crucial to strike a balance between personal and business content.
Even if business posts don’t garner the same level of engagement, don’t let that discourage you. They play a vital role in positioning your expertise and converting followers into leads. Instead of creating a separate account for business, I recommend blending personal and professional content on one profile. Use your insights to gauge what resonates most with your audience and adjust your strategy accordingly.
Instagram’s AI continues to refine how it recommends content, tailoring suggestions to each user’s preferences. The more personalized your content feels, the more likely it is to show up in feeds and Explore pages.
I’ve found that periodically checking my insights helps me understand what’s working and what isn’t. Surprisingly, photos often outperform reels in terms of user engagement on my account. This bucks the trend of prioritizing video content, showing that the algorithm isn’t one-size-fits-all. For 2025, I’m planning to double down on what’s working for me—high-quality photos with a personal touch—while experimenting with reels to see if there’s a way to make them more engaging for my audience.
Remember, Instagram’s AI is constantly learning from your audience’s behaviour, so it’s essential to analyze your performance metrics regularly. Tailor your content to align with their interests, but don’t be afraid to stick with what works for you.
Interactive features like polls, quizzes, and stickers in Stories continue to play a significant role in engagement. The algorithm favours content that sparks conversations and interactions, so using these tools is a must for creators and businesses alike.
While my personal content often gets more reach, I’ve noticed that the business posts that do well tend to be highly specific and problem-solving. For example, posts addressing a pain point or offering a solution for a niche audience generate higher-quality engagement than broad, hot-take content. This aligns with Instagram’s focus on meaningful interactions rather than vanity metrics like likes.
In 2025, it’s less about the quantity of followers and more about their quality. A smaller audience of engaged, targeted followers will always outperform a larger, disengaged one. Using interactive elements in your Stories or posts is a great way to build that connection and filter out followers who align with your goals.
One of the biggest lessons I’ve learned is that personal content drives reach, while business content drives results. Finding the right mix between the two is key. By sharing moments from my life—like vacations or my kids’ hockey games—I’m able to keep my audience engaged and build rapport. But to turn that engagement into leads, I also need posts that focus on my expertise, my services, and how I can solve problems for my audience.
For anyone managing a single Instagram account for both personal and business purposes, the key is balance. Let your personal content bring in the reach, and let your business content convert that audience into leads. Use your insights to stay on top of trends, and don’t be afraid to experiment.
Instagram’s algorithm rewards originality, meaningful interactions, and personalized content. By focusing on these three pillars and adapting to your audience’s preferences, you can stay ahead of the curve. For me, that means leaning into personal content for reach, doubling down on problem-solving posts for leads, and keeping an eye on my insights to refine my strategy.
In a platform as dynamic as Instagram, success isn’t about following trends—it’s about understanding your audience and creating content that resonates. Whether it’s through photos, reels, or interactive Stories, the key is authenticity and consistency.
Is Instagram a platform of focus for you in 2025? Let’s connect on Instagram! Drop me a DM as I’d love to follow your journey.
Co Founder of Merged Media & Co Owner of Chatello.ai
He is the co-founder of Merged Media, an award-winning digital marketing agency specializing in AI-powered strategies. A sought-after speaker and educator, Jason teaches "Leading Change in Digital Tourism" at George Brown College and has presented at major events like Affiliate World and AdWorld. From his unique journey as a Japanese rockstar to building a successful agency, Jason combines creativity and innovation to help businesses worldwide scale their growth and achieve transformative marketing results.