The tactics that worked on Instagram in 2024 are no longer as effective. With a major algorithm update, Instagram has shifted its priorities, reshaping user behavior and changing the game for influencer marketing.
So, what’s different, and how should brands adjust their influencer marketing strategies? Let’s break it down.
Instagram’s 2025 Algorithm: What Changed?
If you’ve noticed a drop in engagement across influencer campaigns, you’re not alone. Instagram’s latest update has changed how content is ranked and distributed.
Here’s what’s new:
1. The Feed Is Even More Personalized
Instagram’s enhanced AI now analyzes user behavior in real-time to curate hyper-personalized content based on “signals.” The platform ranks content using data such as:
- Past interactions with a creator’s posts
- Overall engagement patterns
- The popularity of the post
- Interactions with other users on the platform
This means influencer content must be hyper-relevant to their audience to gain visibility. Before briefing creators, analyze which past posts have performed best and develop content that aligns with those insights.
2. Video Content Dominates (Again)
Instagram has been shifting towards video-first content for years, but the 2025 update solidifies this trend. Reels and Stories receive the highest organic reach.
Meta has even offered six-figure deals to TikTok influencers to lure them into creating exclusive Reels. Instagram is betting big on video and will continue prioritizing it in its ranking system.
To stay visible,** brands must integrate video-first strategies into their influencer campaigns.**
3. Engagement Metrics Have Changed
Instagram now prioritizes deep engagement metrics—comments, shares, saves, and DMs—over vanity metrics like likes and follower counts.
Why? Because these actions indicate that content is genuinely resonating with audiences. A post saved 10,000 times is far more valuable than one with 100,000 likes but no meaningful interactions.
Brands should evaluate influencers based on engagement quality, not just follower count.
4. Carousels & Long-Form Content Are Thriving
While Reels are the dominant format, carousels are making a strong comeback. Instagram is rewarding informative, story-driven carousels—especially those that educate or provide insights—with higher distribution rates than static image posts.
For influencer campaigns, a mix of video and carousels can maximize engagement. A compelling story told across multiple slides? That’s the kind of content that keeps users engaged longer, which the algorithm rewards.
5. Instagram is Penalizing Recycled Content
Repurposing old content or cross-posting videos from TikTok without adjustments can hurt reach. Instagram favors original, platform-specific content and actively demotes anything that appears repurposed.
This means influencer campaigns must be designed specifically for Instagram, with custom content optimized for its unique audience.
What This Means for Influencer Marketing
For brands, these updates mean influencer campaigns must be more strategic, engaging, and tailored to platform preferences.
It’s no longer just about choosing influencers with big audiences – it’s about collaborating with creators who drive meaningful engagement and conversations.
Nano and micro-influencers (1,000–100,000 followers) are more valuable than ever because their content generates higher engagement rates. Their audiences trust them, making them a powerful asset under Instagram’s new ranking system.
Brands should prioritize storytelling over hard selling. Instead of a simple product showcase, influencers should tell a compelling story about how the product fits into their lives.
👉 For example, if you’re marketing a skincare product, don’t just have an influencer hold the bottle. Have them create a transformation video, showing how the product fits into their daily routine. Content that sparks conversations in the comments is what Instagram now rewards.
How to Adapt Your Influencer Marketing Strategy in 2025
Find the Right Influencers (It’s Not Just About Follower Count Anymore)
It’s easy to assume that working with big-name influencers guarantees success. But under the new algorithm, engagement quality is more important than audience size.
Instead of focusing on follower count, brands should assess influencers based on:
- Save & share rates – Indicators of content that deeply resonates
- Comment quality – Are followers actively engaging, or just leaving emojis?
- Reel & Story performance – Since these formats receive algorithmic preference, influencers who perform well in them will offer better reach
Take, for example, a micro-influencer in fashion with 15,000 followers. If their Reels consistently receive hundreds of saves and shares, they are far more valuable than an influencer with 200,000 followers but low engagement.
To streamline this process, brands can use Companion to analyze influencer engagement, audience insights, and content performance. Try it here.
Leverage Video Content (Because Instagram Is Pushing It Hard)
Instagram has made it clear: if you’re not prioritizing video, you’re invisible.
Reels, in particular, receive algorithmic boosts over other formats, making them essential for influencer marketing success.
However, not all video content performs well. Brands should guide influencers to create highly engaging short-form videos by:
- Hooking viewers in the first 3 seconds
- Using subtitles, since many users watch on mute
- Encouraging interaction by asking questions or using polls
- Leveraging trends, but making them relevant to the brand
For example, in the beauty industry, instead of a simple before-and-after shot, an influencer could create a mini tutorial in Reels, showing how to apply the product in real life.
This educational approach increases engagement—which Instagram’s algorithm now prioritizes.
Focus on Engagement-Driven Content
Brands must rethink influencer content strategies to encourage audience interaction.
Consider these two approaches:
🚫_ "Love my new wireless earbuds! Great sound quality. #Ad"_
✅ "These wireless earbuds claim to have the best noise cancellation—so I tested them in a crowded café. Honest review: they blocked out 90% of the noise, but I could still hear distant conversations. Have you tried them yet? What’s your go-to brand for noise cancellation?"
The second post invites discussion, leading to more comments and shares. Since Instagram prioritizes content that fosters engagement, this type of post will reach more people._
Revamp Creative Briefs
Brands should give influencers creative freedom instead of rigidly scripted briefs.
Effective briefs should:
- Encourage storytelling – Let influencers speak authentically to their audience
- Specify video requirements – Make Reels and Stories the focus
- Prioritize interaction – Ask influencers to include questions, polls, and calls to action
For example, instead of saying, “Post a picture with our protein shake,” a brand could say:
"Create a Reel showing how you make your morning protein smoothie and ask followers how they take their post-workout nutrition."
This type of engaging, interactive content aligns with Instagram’s updated algorithm.
Final Thoughts: Winning in Influencer Marketing in 2025
Instagram’s 2025 update has reshaped the influencer marketing landscape.
To succeed, brands must:
✅ Partner with influencers based on engagement, not follower count
✅ Prioritize Reels and Stories for maximum organic reach
✅ Encourage interaction and storytelling to spark conversations
✅ Use analytics tools like Companion to track and optimize influencer performance
Companion helps brands connect with the right influencers, track engagement, and optimize campaigns for success. Try it today.