Breaking: Major Algorithm Shift
Instagram has officially abandoned the single "algorithm" approach and moved to advanced AI systems. The biggest change: "Sends per reach" is now the #1 ranking signal, confirmed by Adam Mosseri himself. This fundamentally changes how automation should work in 2025.
The End of "The Algorithm" - Welcome to AI Systems
In early 2025, Instagram has officially moved away from discussing "the algorithm" and now openly states that multiple AI systems are used to determine content ranking. This isn't just semantic—it represents a fundamental shift in how content is evaluated and distributed.
What Changed and Why
Old System (2024 and earlier):
- Single algorithm: One system ranked all content
- Universal signals: Same ranking factors applied everywhere
- Predictable patterns: Consistent ranking methodology
- Easier to game: Automation could exploit known patterns
New AI System (2025):
- Multiple AI models: Different systems for Feed, Stories, Reels, Explore
- Context-aware ranking: Signals weighted differently based on context
- Dynamic adaptation: AI learns and adjusts in real-time
- Harder to manipulate: Sophisticated detection of artificial patterns
Sends Per Reach: The New King of Ranking Signals
Adam Mosseri, head of Instagram, recently revealed that "sends per reach" is now Instagram's most important algorithmic signal. This metric measures how often people share your content via direct messages relative to your total reach.
Official Statement from Instagram
"For both connected and unconnected reach, the top three signals that matter most for ranking are watch time, likes, and sends. When checking your insights, pay close attention to your average watch time, likes per reach, and sends per reach."
— Adam Mosseri, Head of Instagram
Why Sends Per Reach Matters So Much
Quality Indicator:
- Genuine engagement: Sharing requires more commitment than liking
- Content value: People only share content they find truly valuable
- Network effect: Each share exposes content to new potential followers
- Relationship signal: Shows content creates meaningful connections
Automation Implications:
- Cannot be easily gamed: Authentic sharing behavior is hard to automate
- Content quality focus: Forces creators to make genuinely shareable content
- Long-term thinking: Sustainable growth requires real value creation
- Community building: Emphasizes building genuine relationships
The Top 3 Ranking Signals for 2025
1. Sends Per Reach (Most Important)
What it measures: (Number of DM shares / Total post reach) × 100
Why it matters: Mosseri confirmed this carries the most weight for ranking
Optimization strategy:
- Create content people want to share with friends
- Use engaging captions that spark conversations
- Post relatable, funny, or highly valuable content
- Include clear calls-to-action encouraging sharing
2. Watch Time (Video Content)
What it measures: How long users watch your video content
Why it matters: Indicates content quality and engagement level
Optimization strategy:
- Hook viewers in the first 3 seconds
- Create content that encourages rewatching
- Optimal Reel length: Under 30 seconds for maximum reach
- Use engaging visual effects and transitions
3. Likes Per Reach
What it measures: (Number of likes / Total post reach) × 100
Why it matters: Shows immediate positive response to content
Optimization strategy:
- Post at optimal times when your audience is active
- Create visually appealing, high-quality content
- Use relevant hashtags to reach interested audiences
- Engage with your audience to encourage reciprocal engagement
Game-Changing Features Rolled Out in 2025
Trial Reels Feature
What's new: Instagram now shows your Reels to non-followers as part of the initial test audience
How it works:
- New Reels get shown to a sample of random users first
- If they engage well, the Reel gets broader distribution
- This happens before your followers even see the content
- Performance with strangers determines overall reach
Automation Impact:
- Content must appeal to broader audiences, not just your niche
- Initial engagement patterns become even more critical
- Hashtag strategy becomes more important for discovery
- Quality over quantity is now absolutely essential
Original Content Prioritization
What's changing: Instagram is actively deprioritizing reposted content in recommendations
New measures:
- Adding labels to identify reposted content
- Linking reposted content back to original creators
- Removing content aggregators from recommendations
- Boosting original creators in the algorithm
Implications for automation users:
- Higher risk: Reposting detection is more sophisticated
- Quality requirements: Need tools like Ecstasy Spoofer for safe reposting
- Original content focus: Shift strategies toward creating original content
- Attribution tracking: Instagram now tracks content origins more effectively
Support for Smaller Creators
The update: New ranking system gives smaller creators equal chances to break through
How it helps:
- Algorithm no longer heavily favors accounts with large followings
- Quality content from small accounts gets broader reach
- Engagement rate becomes more important than follower count
- New accounts have better chances of going viral
Automation opportunities:
- New account strategy: Fresh accounts may perform better than established ones
- Quality focus: Small accounts with great content can compete
- Niche targeting: Specialized content gets better distribution
- Authentic engagement: Real interactions matter more than follower count
Recommendation Reset Feature
What it does: Users can now clear their entire recommendation feed and start fresh
User benefits:
- Clear unwanted content from their feed
- Rebuild recommendations based on new interests
- Reset the algorithm's understanding of their preferences
- Start over if their interests have changed
Impact on automation:
- Audience volatility: Users' feeds can change dramatically overnight
- Targeting challenges: Previous audience data may become irrelevant
- Opportunity for discovery: Fresh feeds create new discovery opportunities
- Content strategy: Need broader appeal as audiences reset preferences
How to Adapt Your Automation Strategy
Content Strategy Evolution
Old approach (2024):
- Focus on posting frequency and consistency
- Optimize for likes and comments primarily
- Use popular hashtags for maximum reach
- Repost trending content for quick engagement
New approach (2025):
- Quality over quantity: Create fewer, higher-quality posts
- Shareability focus: Ask "Would someone DM this to a friend?"
- Original content priority: Create unique, valuable content
- Community building: Focus on building genuine relationships
Automation Tool Adjustments
Engagement automation:
- Quality targeting: Focus on accounts likely to share your content
- Slower growth: Reduce automation speed to appear more natural
- Content curation: Use tools like Ecstasy Spoofer for safe reposting
- Authentic interaction: Prioritize meaningful engagement over volume
Content creation automation:
- Template variation: Create multiple unique versions of successful content
- Trend adaptation: Quickly adapt trending formats to your niche
- A/B testing: Test different versions to optimize sends per reach
- Personalization: Tailor content to specific audience segments
Updated Best Practices for 2025
Optimal Posting Times (Based on 2025 Data)
General best times:
- Overall best time: 5 AM (high engagement across all days)
- Daily peak window: 3 AM to 6 AM shows highest engagement
- Reels specific: 8 AM to 12 PM Monday through Thursday
- Weekend posting: Saturday and Sunday 12 AM to 6 AM
Important note: With the Trial Reels feature, initial performance matters more than timing
Content Types That Drive Shares
High-share content categories:
- Relatable memes: Content that resonates with shared experiences
- Useful tips: Actionable advice people want to save and share
- Inspirational quotes: Motivational content with visual appeal
- Behind-the-scenes: Authentic glimpses that feel exclusive
- Educational content: Quick tutorials or interesting facts
Caption strategies for sharing:
- "Tag someone who needs to see this"
- "Send this to your [specific person type]"
- "Share if you agree"
- "Who else can relate to this?"
Hashtag Strategy Updates
2025 best practices:
- 5-8 hashtags maximum: Quality and relevance over quantity
- Mix of sizes: 2-3 large (1M+ posts), 3-4 medium (100K-1M), 2-3 niche (<100K)
- Context matters: Hashtags should relate directly to content
- Avoid banned tags: Research hashtags before using them
Strategic approach:
- Create hashtag sets for different content types
- Monitor performance and adjust based on reach data
- Use hashtags that your target audience actually follows
- Include location tags for local discovery
Risks and Opportunities
Increased Risks
Algorithm sophistication:
- Better bot detection: AI systems can identify automated behavior more accurately
- Content authenticity checks: Harder to repost content without detection
- Behavioral pattern analysis: Unnatural engagement patterns flagged faster
- Account correlation: Linked accounts detected more easily
New Opportunities
Level playing field:
- Small account advantage: New creators get equal ranking opportunities
- Quality content rewards: Great content gets better distribution regardless of following
- Niche opportunities: Specialized content can find its audience more easily
- Authentic engagement premium: Real interactions are valued more highly
Conclusion: Thriving in the New Algorithm Landscape
The 2025 Instagram algorithm changes represent both challenges and opportunities for automation users. The shift to AI-based ranking and the emphasis on sends per reach require a more sophisticated, quality-focused approach to content and engagement.
Key takeaways:
- Sends per reach is now the most important ranking signal
- Quality and shareability matter more than posting frequency
- Original content gets prioritized over reposts
- Smaller creators have better opportunities than ever
- Automation tools need to focus on authenticity and value creation
Stay Ahead with Professional Automation
Ecstasy's automation tools are constantly updated to work with Instagram's latest algorithm changes. Our platform adapts to prioritize quality engagement and content that drives shares, keeping your accounts safe while maximizing growth in the new algorithm landscape.