How to Grow Your Instagram Profile: Insights from the Chief

Are you aiming to enhance your Instagram following in 2025?

This article might provide valuable insights.

Recently, podcaster Brock Johnson engaged in a conversation with Instagram’s chief, Adam Mosseri, where they discussed the latest updates to the platform, its evolving algorithm, and current usage trends. The discussion aimed to address some of the most frequent inquiries raised by Instagram creators.

During their conversation, Mosseri shared several intriguing observations. While much of the information was not revolutionary, it provided valuable insights and practical advice that have relevance for users and creators alike.

To begin with, Mosseri highlighted the current Instagram usage trends and the increasing reliance on AI-generated recommendations within the main feed.

According to Mosseri:

“When analyzing how users share content on Instagram, excluding creators, we see that a greater volume of photos and videos, without accompanying text, are transmitted via direct messages than are shared in Stories on a daily basis. Furthermore, significantly more photos and videos are uploaded to Stories compared to the main feed. Therefore, while the feed serves as a platform for average users to showcase images and videos they cherish, only a small fraction of typical users actually post to the feed on any given day. In contrast, for creators, this posting frequency is much higher, indicating that the feed is evolving into a public domain, whereas Stories and DMs remain more intimate spaces for interactions among friends.”

As Mosseri has emphasized previously, it is clear that average users are not utilizing the main feed as frequently, prompting Instagram to pivot towards recommended content to maintain its relevance and engagement.

Additionally, Mosseri pointed out that creators are now achieving greater reach through the main feed:

“While Stories are an excellent feature, your average creator typically reaches a larger audience through the feed. The introduction of recommendations is designed to sustain and enhance the importance of the feed on Instagram. Our goal is to assist users in discovering creators and other accounts that may pique their interest, even if they are not yet familiar with them. This strategy has been implemented, and I have advocated strongly to ensure that users can differentiate between their ‘connected’ and ‘unconnected’ reach.”

The evolving usage trends highlight a decline in the main feed’s priority for general users; however, for creators, it continues to serve as a vital mechanism for extending their reach to a broader audience. Nevertheless, for direct engagement among typical users, Stories and DMs are now experiencing a significantly higher volume of activity.

Mosseri also elaborated on the frequency of algorithm updates:

“Minor adjustments are implemented on a daily basis. Major changes in our operational methods are a rarity; it is far more common for us to strive for incremental improvements each day. If you observe a significant fluctuation in what is happening, it is likely not due to a substantial change in how we rank content. Instead, it may be a result of a significant change in external circumstances [and] such as a holiday, where everyone is posting pictures of their moms [For example] or if your audience primarily consists of younger individuals, and school is out, you might notice an increase in social media usage during holidays. Similarly, when individuals are not at work, they tend to spend more time online. Thus, when there is a noticeable change on a particular day, it is more plausible that external factors have influenced it.”

This explanation may seem somewhat dismissive regarding fluctuations in reach. Mosseri’s assertion is that Instagram does not frequently undergo major algorithm updates. Therefore, if you experience a decline in reach, that is likely not the underlying cause.

Additionally, Mosseri discussed Instagram’s initiatives to enhance visibility for creators and their content on search engines like Google, as well as improving search functionalities within the Instagram platform itself. He emphasized that the technology Instagram employs to analyze content—including videos and captions—is advancing significantly, which will yield improved results in the foreseeable future. This is noteworthy, especially considering that TikTok’s visual recognition capabilities currently surpass those of Instagram, which could be a contributing factor to TikTok’s highly engaging algorithm.

It remains to be seen if Instagram will eventually enhance its competitiveness in this aspect.

In relation to TikTok, Mosseri made an intriguing comparison between the two platforms:

“Our goal is not to maximize time spent on the app. This is a common misconception; many platforms aim for increased user engagement time. However, that is not our primary focus. If you observe other platforms like Netflix, they optimize for time. YouTube and TikTok do the same, while also considering originality and engaging content. Our platform is aimed at providing entertainment and enabling users to explore their interests, but it is equally important for us to facilitate connections between friends. If we solely optimized for time spent, users would see an influx of longer videos, which could mean missing out on numerous posts from others, including their friends. Therefore, we maintain a focus on shorter videos.”

Mosseri is suggesting that the social connections inherent in Instagram are a more significant draw than they are on TikTok. Consequently, Instagram is prioritizing showing users more content aligned with their interests based on their social circles, rather than simply keeping users glued to the app for extended periods.

While this assertion may be debatable, as Instagram would likely benefit from the same level of engagement as TikTok, it is nonetheless intriguing that Mosseri is attempting to differentiate the two platforms by emphasizing the importance of friend connections.

It is worth noting that approximately 50% of the content displayed in your main feed comes from accounts you do not follow, which contradicts Mosseri’s claim (though he acknowledges that this was a necessary change). Nonetheless, it is indisputable that maintaining connections with friends is a more significant consideration on Instagram compared to TikTok.

While this may not be a primary differentiator, it is certainly an interesting perspective to consider.

Mosseri further addressed the notion that increased activity while posting can enhance reach. He indicated that engaging with your audience at the same time as posting could indeed lead to more traffic to your profile, but clarified that there is no direct correlation established within their system.

Moreover, Mosseri explained the concept of “shadowbans.” He emphasized that Instagram does impose certain penalties on specific content; however, creators are informed about these penalties as much as possible, except in extreme circumstances. Therefore, this should not be interpreted as a “shadowban” in the traditional sense as many assume.

Furthermore, the topic of hashtags was discussed:

“Hashtags are no longer a primary method for boosting your reach on Instagram. Contrary to popular belief, they do not significantly enhance your visibility on the platform.”

Mosseri also touched on topics such as branded content partnerships, the upcoming “Blend” feature, and various myths and inquiries related to creators.

These insights are certainly noteworthy, and you can watch the complete interview here.