Cracking the Instagram Code: Adam Mosseri’s 2025 Playbook for Creators
At Branding & Buzzing, we’re all about serving up the freshest insights to keep your brand sizzling. When Instagram’s head honcho, Adam Mosseri, dishes out the latest on how to thrive on the ‘Gram in 2025, you bet we’re taking notes—and now, so can you.
We watched the full interview on the Build Your Tribe podcast so you don’t have to. But if you’re curious, here’s the full interview:
Partner Ads: Amplify Your Reach
Instagram’s Partner Ads feature allows creators to collaborate with brands by granting them permission to promote their organic posts as ads. This means your content can reach a broader audience without you having to create separate ad content. Mosseri highlights:
“Partner Ads are a way to amplify creators’ voices by leveraging brands’ advertising budgets.”
To utilize this feature, creators can generate a unique code to share with advertisers, enabling them to boost their content, including archived posts into partnership ads.
The Feed: Still Prime Real Estate
While Stories and DMs are the daily bread, don’t underestimate the power of the main feed. It’s where discovery happens. Mosseri emphasizes:
“The feed is the most important place for creators.”
Keep your feed fresh and engaging to attract both loyal followers and curious newcomers.
DMs: The New Engagement Currency
Direct Messages aren’t just for chit-chat. They’re a strong signal to the algorithm that your content matters. As Mosseri notes:
“If you send me something and say, ‘I think you’d really like this,’ that’s a much stronger signal.”
Encourage your audience to share your content in DMs to boost its reach.
Originality Over Everything
Reposting is out; originality is in. Instagram’s algorithm favors content that brings something new to the table. Mosseri advises:
“If you’re remixing, you need to add significant value.”
Be authentic, be unique and let your brand’s personality shine through.
Reels: Short, Sweet and Strategic
Reels continue to be a powerhouse for growth. Keep them under three minutes, use original audio, and avoid logos and watermarks. Mosseri’s pro tip:
“Use the Trials feature to test content without spamming followers.”
Experiment to see what resonates with your audience.
Hashtags: Less Is More
The hashtag era is waning. Instagram has removed the “Recent” tab in hashtag searches, focusing more on top-performing content. Mosseri puts it plainly:
“Hashtags are (basically) dead.”
Focus on creating compelling content rather than relying on hashtags for discovery.
Shadow Banning: Myth vs. Reality
Concerned about shadow banning? Mosseri clarifies:
“In connected ranking, we do not limit reach. We want to make sure that as much of your content reaches as many of your followers as are interested in it.”
However, using banned hashtags or violating community guidelines can impact visibility. Regularly check your “Account Status” to stay in the clear.
SEO: Beyond the App
Instagram is enhancing content discoverability both within the app and on external search engines like Google. Mosseri acknowledges:
“We’re trying to make Instagram creators’ content show up better in search results on Google and other search engines.”
Optimize your content with clear descriptions and relevant keywords to boost visibility.
Algorithm: Evolution, Not Revolution
Instagram’s algorithm undergoes daily tweaks rather than massive overhauls. Mosseri explains:
“Small changes are rolled out every day. It’s very rare that there’s a massive change in how we do things.”
Stay adaptable and focus on consistent, quality content to navigate these subtle shifts.
Account Health: Monitor and Maintain
Your account’s standing affects content reach. Mosseri recommends:
“Check your Account Status in settings to ensure compliance with Instagram’s guidelines.”
Regular audits can help maintain optimal visibility.
Community Building: Engage and Grow
Fostering a loyal community is more valuable than chasing virality. Engage with your audience through meaningful interactions, respond to comments and create content that resonates with your niche.
Blend: Personalized Sharing in DM
Instagram’s new “Blend” feature allows users to share and compare their Reels feeds with friends directly within the DM section of the app. This feature enables friends to see each other’s personalized video streams, fostering connection through shared content and commentary. Blend taps into the phenomenon of “mythical reel pulls”—bizarre or cringe-worthy videos that users delight in sharing as algorithmic oddities.
Prioritizing Small Creators
Instagram is focusing on helping smaller creators break out, recognizing their role in driving engagement and innovation on the platform. Mosseri emphasizes:
“Helping small creators break out is technically hard—but it’s something we’re prioritizing.”
Initiatives are underway to assist up-and-coming creators in gaining traction and building their presence on the platform.
Emphasis on Original Content
The platform is enhancing its algorithms to favor original content, encouraging creators to produce unique and authentic material. Mosseri advises:
“We want to be the best place for creators, especially smaller ones.”
Avoid re-uploading trending content. Instead, put your unique spin on it or start the trend yourself.
Shares: The Strongest Signal
When it comes to what matters most for reach, shares beat everything. Whether someone sends your Reel in a DM or shares it to their Story, that human-to-human interaction tells Instagram your content is worth spreading. Mosseri notes:
“A share is one human saying, ‘I think another human should see this.’ That’s a powerful signal.”
So don’t just aim for likes—create content people feel compelled to share.
Consistency Over Perfection
Not every post will perform well—and that’s okay. Mosseri emphasized the importance of looking at patterns across your posts instead of reacting emotionally to one that flopped.
“Don’t overreact to any single post. Instead, double down on what consistently works.”
Consistency, not perfection, is the real growth lever on Instagram.
At Branding & Buzzing, we believe in staying ahead of the curve. By aligning with Instagram’s evolving landscape, you can ensure your brand remains relevant and resonant. Ready to elevate your Instagram strategy? Let’s connect and craft content that captivates.
