Instagram CEO Adam Mosseri reveals the essential strategies for boosting account growth in 2025. Between the dominance of video content, the new landscape of interactions, and the central role of the news feed, Instagram is transforming into a land of opportunity for creators and brands. Dive into his exclusive advice and master the essential levers to make your presence shine on the platform this year.
Growth on Instagram today relies on a deep understanding of its evolution and internal workings. Adam Mosseri, an influential digital figure, shares strategic recommendations and crucial trends to maximize the impact of each post. This article examines Mosseri's role, analyzes the platform's changes, and offers concrete actions to transform your account into a true influencer, whatever your goals.
Adam Mosseri, architect of Instagram and instigator of its major directions
To understand winning strategies on Instagram, it's essential to take a look at Adam Mosseri, the platform's longtime conductor. Holding a leading role, Mosseri not only embodies Instagram's vision, but also profoundly influences its strategic and technological choices. A former Facebook executive, he took the helm at a critical juncture, transforming the app into a true social engagement and visual storytelling powerhouse.
His decision-making power extends across the entire Instagram ecosystem, from the algorithm governing the news feed to the integration of new features. Mosseri has notably been a driving force behind the rollout of Reels, the strengthening of private messaging tools, and the rise of artificial intelligence to personalize user feeds.
Based on feedback from users, experts and specialist agencies such as ValueYourNetworkMosseri's transparent communication on algorithm changes has helped dispel many myths and misunderstandings, such as the issue of shadowbans or the real reach of hashtags. At a time when competition between social platforms is intensifying, his words remain eagerly awaited and followed by a whole generation of creators, community managers and brands looking to optimize their performance on Instagram.
Here are the major missions and significant decisions carried out by Mosseri:
- Evolution of the news feed to give more visibility to creators and less to simple passive timelines.
- Strengthening video, particularly via Reels and the development of new tools for the production and editing of dynamic content (see also the article Tips to become a video editing pro on Instagram).
- Increased openness to search, both internal and on Google, to better promote posts from influencers and brands (read the analysis on Instagram algorithms 2025).
- Support for transparency regarding penalties, with communication on behaviors that may result in a restriction of visibility.
Adam Mosseri's impact extends beyond day-to-day management. He shapes Instagram's culture, brand image, and user experience, propelling the app to the heart of social and marketing trends. Several initiatives, such as the integration of the Blend feature and the refocusing on user security, were designed to anticipate the expectations of both audiences and advertisers.
| Strategic decision | Effect on users | Challenges for brands |
|---|---|---|
| Optimized news feed | More creator content highlighted | Increased opportunity for organic visibility |
| Highlighting Reels | Quick user adaptation to video | Creativity in brand communication |
| Improvement of the SEO internal/external | Easy access to the content you are looking for | More efficient SEO, optimal positioning |
| Transparency on restrictions | Increased confidence among creators | Risk management around campaigns |
One of Adam Mosseri's recent warnings concerns the snowball effect of direct messages on reach: sharing a post via DM demonstrates genuine interest, stronger than a simple like or share in a story. This strategic toolkit opens the door to the 2025 trends that will transform the way we post and engage on Instagram.
Instagram Trends 2025: Video, Algorithm, and Authentic Content Under the Microscope
The Instagram landscape in 2025 is marked by rapid and sometimes confusing changes to its algorithm. Several trends are emerging for those looking to boost their account, according to Adam Mosseri. Among them, the dominance of video content, particularly Reels, and the rethinking of old practices like the systematic use of hashtags for reach. To stay ahead of the curve, it's important to carefully analyze these areas of transformation.
1. The pillars of the new Instagram algorithm
- Prioritize video content: Reels are emerging as the king of formats, offering significantly higher engagement and virality rates than photo posts. Creators and brands that leverage video are reaping increased visibility.
- Advanced engagement metrics: Messages shared privately, interactions in comments, and direct shares in DMs influence content ranking in the feed more than ever (Instagram activity summary).
- Enriching internal SEO: Instagram is investing heavily in semantic and contextual research to better surface relevant content, including through discussions in comments and a detailed analysis of the context of each post (Instagram and automated replies).
- Increased authenticity and storytelling: Users are favoring sincere, vulnerable, and personal content, transforming posts into true life or brand stories. This movement fosters closeness and loyalty.
2. False beliefs to forget for 2025
- Hashtags no longer guarantee reach: Contrary to what has long been held, hashtags have become secondary to reaching a wide audience. The algorithm now gives them much less weight.
- Reach fluctuations: Mosseri emphasizes that large fluctuations in visibility are often linked to external events (holidays, vacations) rather than a massive algorithm change (Instagram reach analysis).
- Penalty and transparency: Shadowbans exist, but Instagram strives to provide as much information as possible to affected creators, except in extreme or highly sensitive cases.
An iconic example: the brand case of the micro-enterprise "L'Atelier Suzette." By focusing on creative Reels and authentic posts about their daily life in the workshop, this French brand saw its number of followers double in four months. Their engagement rate jumped from 5 to 9, demonstrating the effectiveness of the new dynamic recommended by Mosseri.
| Key trend | Before 2025 | Since 2025 |
|---|---|---|
| Video weight | Stories and IGTV on the rise, photos favored | Priority Reels, Ubiquitous Video |
| Role of hashtags | Essential for increasing range | Incidental value, reduced effectiveness |
| Algorithm | One-off updates, not very transparent | Minor adjustments, continued guidance from Mosseri |
| Authenticity | Brand content majority | Personal stories, preferred vulnerability |
Optimize your strategy by integrating Instagram trends for 2025
To integrate these changes, it is necessary to rethink communication in depth. This involves:
- Work on brand consistency: base each post on the same visual universe and a stable tone.
- Favor short, impactful formats: maximize the value of every second of video.
- Engage the audience through questions, calls to action, quizzes in stories or reactions in comments (discover the new Instagram editing tools).
- Share key content in private messages with ambassadors or loyal customers to amplify their virality.
Some trends cross over with those of other platforms, as shown in this Instagram vs Snapchat comparison 2025, confirm the network's strategic shift, focused on video snacking and the creation of intimacy even in large communities. For in-depth monitoring, the podcast The Marketing Chronicle offers frequent analyses on the developments to anticipate.
Adam Mosseri's Practical Tips and Tools to Maximize Instagram Engagement
Faced with increased competition and the growing sophistication of the Instagram algorithm, proven techniques are emerging to boost growth, directly inspired by Adam Mosseri's recommendations. Between polished content, active interaction, and optimizing each post, the key lies in adaptability: testing, analyzing, modifying. These guidelines apply equally to the budding influencer and the manager of a business account.
Publishing strategies: frequency, timing and content type
Regularity in publishing remains a major lever. Diversifying formats helps capture the attention of different audience segments:
- Post 3 to 5 times per week to maintain presence in the news feed without saturating.
- Favor suitable time slots: according to the latest analyses, the best posting times range from 8-9am to 7-9pm, depending on the target and time zone.
- Combine Reels, Stories, and classic posts to meet the diverse preferences of subscribers.
- Use clear calls to action to increase interactions (question, survey, link to a product).
Example: A lifestyle content creator sees an increase in collaboration requests after starting to post her Reels on Wednesday and Sunday evenings, following her audience's peak target audience. Here, data meets intuition, thus optimizing its awareness campaigns.
Maximizing Engagement: Tips for Effective Interaction
The algorithm values content that generates conversations and sharing. Here are some key points for action:
- Respond to every comment to strengthen the feeling of closeness.
- Pin the best comments to promote quality interactions.
- Launch challenges, Q&As, and thematic live events to create real community gatherings.
- Establish cross-collaborations with other designers or brands, like the Instagram Blends.
Observing conversations via Insights allows you to adjust your editorial line (see analyzing the performance differences between Facebook and Instagram). A tracking table allows community managers to measure the progress of these interaction KPIs.
| Strategy | Expected result | Tool/Action |
|---|---|---|
| Interactive stories | +30 % commitment over the week | Quizzes, surveys |
| Responses to DMs | Increased loyalty | Personalized automatic messages |
| Creative Reels | Expanded visibility | Musical trends, quick edits |
| Insights Analysis | Optimization of editorial strategy | Statistical dashboards |
Optimizing the use of hashtags and geotags
While hashtags may no longer have the reach they once did, they still help categorize content. Mosseri advises:
- Limit usage to 3–5 relevant hashtags per post.
- Avoid generic, overly competitive hashtags and prefer those specific to your niche or a specific event.
- Systematically associate geotags when it makes sense, especially to reinforce the local or event dimension.
For example, combining a geotag with a hashtag related to a regional event tripled the visibility of a post about a trendy restaurant in Lyon. Internal analytics tools now allow for detailed traceability of traffic origins.
For professionals wishing to delve deeper into the mechanics of the platform, the guide Mechanisms and benefits of Instagram details the benefits of an analytical approach to digital communication.
Collaborating with the community, continuously adjusting the frequency and form of content, and prioritizing authenticity are a winning combination to see your Instagram account explode in 2025. To take your brand strategy further or work on long-term consistency, it is recommended to develop a detailed action plan, integrating analyses from the platform's native and external tools.
Since 2016, ValueYourNetwork has been supporting brands and creators in the success of their social media campaigns. With hundreds of activations completed, our team helps you connect your content to the right audiences, innovate on formats, and build an engaged and loyal community. To benefit from our expertise in influence marketing, contact us and discover how to boost your visibility on Instagram and beyond.
FAQ: Adam Mosseri Shares His Secrets to Boosting Your Instagram Account in 2025
Who is Adam Mosseri and why are his Instagram tips considered essential in 2025?
Adam Mosseri is the CEO of Instagram, recognized for shaping the platform's algorithm and guiding its major directions. His advice is essential because it draws on an intimate understanding of visibility drivers, allowing for the optimization of Instagram strategies and results in 2025.
What are the new Instagram trends for 2025 that Adam Mosseri recommends following?
Instagram 2025 emphasizes video content, direct message interactions, and authentic storytelling. Adam Mosseri advises prioritizing Reels, fostering quality conversations, and making each post more personal to increase engagement.
How does Adam Mosseri explain the evolution of the Instagram algorithm in 2025?
Adam Mosseri says the algorithm is evolving through small daily adjustments, placing more weight on actual engagement, such as sharing in private messages or reactions in comments, rather than just views or likes.
Are hashtags still effective on Instagram in 2025, according to Adam Mosseri?
In 2025, Adam Mosseri clarifies that hashtags are no longer the primary way to increase reach on Instagram. Their usefulness remains in categorizing content, but they must be chosen wisely and sparingly.
What are Adam Mosseri's tips for increasing Instagram engagement?
Increasing engagement requires human interaction: consistently responding to comments, encouraging private messaging, and using authentic content is key, according to Adam Mosseri.
What posting strategies work best on Instagram in 2025?
Winning strategies favor video formats like Reels, a frequency of 3 to 5 posts per week, and careful timing. Adam Mosseri also suggests cross-collaborations and the use of the platform's interactive tools.
Why is Instagram's feed at the center of strategies in 2025?
The News Feed is the public meeting point between creators and the public, according to Adam Mosseri: it determines who sees content, so taking care of your posts and their interaction guarantees greater reach.
How to track your content performance according to Adam Mosseri's recommendations?
It's recommended to leverage Instagram's built-in analytics tools, such as Insights, to understand what's working and adjust your strategy: tracking engagement rates, analyzing traffic sources, and adapting content.
What does the data say about the impact of DMs and private interactions in 2025?
DMs indicate a very high level of interest: the Instagram algorithm now values these private shares more than likes or simple views, thus favoring accounts that encourage these interactions.
How to Adapt a Brand Strategy on Instagram with Mosseri's Secrets
Defining a strong visual identity, maintaining a consistent message and capitalizing on authenticity, while leveraging new formats like Reels, helps meet Adam Mosseri's recommendations for 2025.