How to Grow Your Instagram in 2025 (and Why Your Posts Don’t Show Up in Real Time)
If you’ve ever posted something to Instagram and stared at your phone waiting for likes… you’re not alone.
But here’s the thing: Instagram in 2025 doesn’t work the way it used to. It’s no longer a real-time feed where posts show up immediately and chronologically for your followers. Instead, Instagram is powered by a series of smart algorithms that decide what to show, to whom, and when.
So if you’re wondering why your content isn’t reaching everyone who follows you — and how to grow on Instagram this year — we’ve got answers.
Let’s break it down.
First Things First: Instagram Isn’t Chronological Anymore (And That’s Okay)
A few years back, Instagram ditched the classic “scroll in order” feed in favor of a ranked feed. This means the platform decides what’s most relevant to each user and shows them that content first — even if it was posted hours (or days) earlier.
Why? Because it wants to show people the content they’re most likely to enjoy and interact with — even if it’s not brand new.
So no, your post didn’t “flop” because it didn’t get 100 likes in five minutes. It might still be working its way through the algorithm’s rollout.
Here’s How It Works: Content Gets Pushed Out in Phases
When you hit “post,” Instagram doesn’t blast your content out to your entire follower list at once.
Instead, your post gets shown to a small group of your followers first — usually people who regularly engage with your content (like, comment, save, share, DM you, etc.).
Then Instagram watches what happens:
- Do people spend time on the post?
- Are they liking, commenting, saving it?
- Are they sharing it via DM?
If engagement is strong, the platform expands the reach. More followers will start seeing it. If engagement continues, your post might even make its way to the Explore page or Reels feed, reaching non-followers too.
If engagement is weak, it may get deprioritized in the feed.
Think of it like a ripple effect: The more interaction your post gets early on, the more it gets pushed out to a wider audience.
Your Followers vs. Non-Followers: How Reach Actually Works
Let’s talk about who’s seeing your posts — and who isn’t.
👥 Followers
Just because someone follows you doesn’t mean they’ll automatically see every post. Harsh, we know. But the algorithm takes into account:
- How often they engage with your account
- What type of content they interact with (Reels, carousels, photos, etc.)
- How recently you’ve posted or interacted with them
So if someone hasn’t liked or commented on your posts in a while, your content may not show up in their feed. That’s why consistent posting and engagement are so important — it keeps your content visible to your existing audience.
🌍 Non-Followers
Want to grow? You’ve gotta reach people who don’t follow you — yet.
That’s where Reels and the Explore page come in. These are discovery tools designed to introduce users to content from new creators.
Reels, especially, are where brands and businesses can explode their reach. Instagram’s algorithm serves Reels to users based on:
- What they’ve engaged with recently
- Audio trends they like
- Visual themes they watch
- Reels they’ve shared or saved
Creating Reels with strong hooks, trending audio (when relevant), and share-worthy content is key to showing up for non-followers in 2025.
So, How Do You Actually Grow on Instagram in 2025?
Glad you asked. Here’s what we’re seeing actually work this year:
1. Be Consistent (Not Constant)
You don’t need to post every day, but you do need a rhythm. Whether that’s 3 times a week or 5 — pick a schedule and stick to it. Instagram rewards consistency.
2. Use Multiple Formats
Mix it up: Reels, carousels, Stories, Lives, static posts. Each format plays differently with the algorithm, and using a variety helps you show up in more places.
3. Prioritize Engagement
Respond to comments. Start convos in your captions. Use polls and stickers in Stories. The more back-and-forth you have with your audience, the more the algorithm favors you.
4. Optimize for the Algorithm
- Add keywords in your captions (yes, Instagram SEO is real now)
- Use clear, catchy hooks in the first line of your post
- Include a CTA (even a subtle one) to encourage interaction
- Use 3–5 relevant hashtags — not 30 random ones
5. Watch What’s Working
Use your Insights (or Sprout Social, like we do for our clients) to monitor what content is performing best. Look at shares, saves, and DMs — not just likes.
Final Thoughts: Don’t Chase the Algorithm — Understand It
Instagram isn’t trying to hide your content. It’s just trying to give people the best experience possible. When you create content that’s engaging, authentic, and valuable to your audience, the algorithm wants to push it out.
At the end of the day, growth on Instagram in 2025 is less about hacks and more about habits. Show up consistently. Get to know your audience. Lean into what’s working. And most importantly — keep it human.
Because likes are nice, but community? That’s where the magic really happens.
Need help with strategy, content planning, or analytics? That’s what we do — and we’d love to help. But no pressure, just keep doing your thing (and tag us if this post helped!).