What’s Actually Working on Instagram in 2025

And how to stop posting into the void

If you’ve been posting consistently and still feel like you’re talking to yourself, you’re not alone. Instagram is changing fast, and the same content that used to hit last year probably isn’t hitting anymore. The algorithm is working differently, the audience is scrolling faster, and the platform is prioritizing new signals every few months.

We’ve been testing and tweaking across client accounts at Juming Delmas Studios, and here’s what we found:

Content That Gets Shared > Content That Gets Liked

According to Instagram head Adam Mosseri, shares are now one of the top metrics the algorithm looks at when ranking posts in the feed. That means if people aren’t passing your content around, it’s not going to move.

So while it’s still nice to get likes and comments, what really matters now is:

• Is this worth sending to a friend?

• Does this say something I’ve been thinking but didn’t know how to say?

• Would someone repost this to their Story?

Source: @mosseri on Threads

Reels Still Run the Show

But not all Reels are created equal. In 2025, short Reels (under 15 seconds) that have either a surprising hook, a clear tip, or something funny are getting the most reach. Long, chatty videos without a punchline? Not so much.

Pro tip: Start your Reel with movement or a strong visual. Instagram autoplay doesn’t favor a talking head unless something’s happening on screen.

Also, Mosseri confirmed that Instagram is working to separate Reels you follow vs. Reels you might like. This means even more opportunity to land on someone’s “For You” tab, if your Reel grabs attention fast.

Carousels Still Work, But Use Them Right

Carousels aren’t dead. In fact, posts with multiple slides still have great engagement. But users are tired of vague “swipe for value” promises. If you're going to use a carousel, make sure:

• Slide 1 and slide 2 clearly states what they’ll get

• Each slide adds real info (not fluff)

• The last slide has a CTA like “save this” or “send to a friend”

Examples that perform well:

• Step-by-step breakdowns

• “Things I wish I knew before…” posts

• Visual before-and-after stories

Captions Matter Again

Instagram’s algorithm is now reading your captions more closely. That means what you say and how long people pause to read it can help boost your post.

Opt out of the aesthetic look of captions. Instead, write how you talk.

• Storytelling

• Honest takes

• Direct questions

If your caption sounds like a conversation instead of a quote from Pinterest, you’re already ahead.

Niche Content Wins

Generic content gets ignored. Specific content gets saved. Instagram is leaning hard into niche recommendations now. If your post helps solve a problem for a specific kind of person, the algorithm knows how to find them.

This means:

• Talk directly to your ideal follower

• Stop trying to “please the algorithm” and start pleasing the people

• Use keywords naturally in your caption

Want proof? Go to your Explore page. Almost everything is tailored to your past behavior. That’s not an accident.

Timing Isn’t Everything, But It Still Helps

Post when your audience is online, but don’t stress about finding a “magic hour.” According to Later, the best windows in 2025 are still between 9am and 11am, and 6pm to 8pm, local time.

We recommend testing your own timing with insights. Look for when your followers are most active, but more importantly, focus on what you're saying and who you’re saying it to.

The Bottom Line

Instagram in 2025 isn’t about chasing trends. It’s about getting clear on who you’re talking to and why they should care.

At Juming Delmas Studios, we help creators and brands figure out what their audience actually wants, then build content that shows up in their feed and gets saved in their head. We don’t guess. We test, review, and coach. All with one goal in mind: help your content show up and get meaningful engagement.

Want to stop shouting into the void and start speaking to your people? Let’s build your audience together. Book a free consultation here to get started.