I've been following Adam Mosseri's advices on Instagram closely, and I've compiled some of his most valuable tips for boosting your growth and visibility in 2025. These are not secrets as they have been posted on Mosseri's Instagram profile as reels and stories during his several AMA sessions. Let's get started!
1. Master the Art of the Carousel
Carousels can be your secret weapon for maximizing reach. They outperform single image posts, especially when you use the first slide to grab attention with compelling text. Think of it like a mini-blog post within Instagram – offer value, intrigue, and a clear call to action to swipe through. This keeps users engaged longer, signaling to Instagram that your content is worth showing to more people.
2. Embrace the Power of Sends
Sends are GOLD. They're a crucial signal for the Instagram algorithm, indicating that your content resonates with people enough to share it. Create content that's funny, insightful, or offers unique value – the kind of stuff people want to share with their friends. The more sends you get, the wider your reach will be, especially to new audiences.
Yes, there were some signals anticipating this trend. I wrote about it in a 2023 post.
3. Stories: Your Secret Weapon for Retention (and Indirect Growth)
While Instagram Stories might not directly bring a flood of new followers, they're absolutely essential for nurturing the audience you already have and setting the stage for future growth. Think of Stories as your direct line to your existing community – a place for authentic engagement and relationship building. They're the key to minimizing unfollows, maximizing engagement, and ultimately, growing your audience organically.
Why are Stories so important for retention? Because they foster a deeper connection with your followers. They offer a glimpse into your day-to-day life, your personality, and your creative process. This builds trust and rapport, making your audience feel more invested in your content. And the more connected your followers feel, the less likely they are to unfollow you.
Consistency is key with Stories. Creators who post regularly see significantly fewer unfollows. It's like staying top-of-mind with your audience. The more you show up in their Stories feed, the stronger the connection becomes.
Stories are also a fantastic platform for nurturing your audience
Sharing snippets of longer-form content, like your YouTube videos, in Stories can pique their interest and drive traffic to your other platforms. This cross-promotion helps build stronger relationships with your followers and can even lead to increased engagement with your Reels, which, in turn, can boost your reach to new audiences.
Remember, while Stories might not be the primary driver for new followers, they play a vital role in the overall growth ecosystem. They strengthen your relationship with your existing audience, reduce churn, and create a loyal community that's more likely to engage with your other content, like Reels. And as we know, engagement is a crucial factor in the Instagram algorithm. So, even though Stories might not directly translate into new followers, they indirectly contribute to your growth by boosting engagement and fostering a loyal audience that amplifies your reach.
Focus on providing value, being authentic, and showing up consistently in your Stories – your audience (and your overall growth) will thank you for it.
4. Reels: Optimize for Watch Time and Engagement
Reels are where the magic happens for reaching new audiences. Aim for Reels in the 30-90 second sweet spot for optimal reach. Instagram is giving the opportunity to upload videos up to 3 minutes long but it's been testing this feature on some profiles in USA at the moment. This could become a global feature in the next months, or Instagram will take a step back.
The first 3 seconds are critical – hook viewers with captivating visuals, text overlays, and clear messaging. Don't forget the audio! While some watch silently, engaging audio enhances the experience. Even if your Reel doesn't have audio, make sure it has high-quality captions and visuals. And, responding to comments is key to boosting engagement.
Also read: Top Social Media Strategies for 2025: Engage, Educate, and Entertain
5. Content Quality: Find Your Balance (and the Sweet Spot for Your Audience)
High production value isn't always the magic bullet. As Instagram's CEO has pointed out, it's not a one-size-fits-all solution. While a polished, high-production look is essential for branded content with luxury brands, it might not be the right approach for everyone.
If you're a musician, athlete, comedian, or creator focusing on authenticity, prioritize storytelling and consistent content creation over striving for a perfectly polished aesthetic. Think about it: does your audience connect more with raw, behind-the-scenes glimpses or meticulously crafted videos?
Engagement is key. While audio is a powerful tool for engagement, it's also important to remember that about 50% of content is viewed without sound. So, make sure your content is just as engaging for those watching silently by using high-quality subtitles and compelling visuals.
Consistency is paramount
Find a posting schedule you can realistically maintain without burning out. Many accounts find that posting around 10 times per month strikes a good balance between visibility and sustainability.
The key is to consistently deliver quality content that resonates with your audience, whether it's highly produced or more raw and authentic. Experiment, analyze your results, and find the sweet spot that works best for you.
These principles were clear in a 2024 Content Marketing Guide, and are still valid!
6. Ride the Wave of Trending Topics
Being the first to talk about current events can significantly increase your visibility. Keep your finger on the pulse of what's trending and find creative ways to tie it into your content. This shows Instagram that you're relevant and engaged, which can boost your ranking in search results and explore pages.
7. Video Quality Matters (But Not Everything)
While video quality is important (aim for at least 720p and 30 frames per second), it's not the only thing that matters. Ok, you have a 4k camera that brings some fantastic HDR wide-gamut color profile footage. It helps, but it's not the key factor.
Don't miss these Social Media Video Ideas: shooting styles and techniques for engaging content
Compelling content, engaging audio, and strong calls to action are equally crucial. Don't let perfect be the enemy of good – sometimes, a great idea executed with slightly lower video quality can still outperform a technically perfect but less engaging video.
In Conclusion:
These tips, based on insights from Instagram's CEO, are your roadmap to Instagram success in 2025. The key is to create engaging, shareable content that resonates with your audience. Focus on watch time, sends, and building genuine connections with your followers. Go and create!
Sources and further reading:
- Adam Mosseri's Instagram Profile
- Instagram Shares Algorithm Insights To Inform Strategy by SMT
- Instagram Growth Tips by Josh Ryan YouTube
