How Does the Algorithm for Reels Work in 2025?

Instagram Reels have become a powerhouse for reach and engagement, but cracking the Reels algorithm can feel like a mystery. In 2025, Instagram has shed more light on how Reels get ranked and recommended – and the findings are game-changing for creators. If you’re a micro-influencer, content creator, or an e-commerce entrepreneur (looking at you, Amazon sellers!), understanding how the Reels algorithm works is key to getting your videos seen. The biggest takeaway from recent updates? Average watch time, likes per reach, and sends per reach are the three most important metrics for boosting your Reel’s visibility. In other words, to have your Reels surface to more people (including those who don’t follow you yet), you need to keep viewers watching, engaging, and sharing. Let’s break down exactly how the Instagram Reels algorithm works and how you can make it work for you.

What Is the Instagram Reels Algorithm?

Instagram’s Reels algorithm is essentially the platform’s way of deciding which short videos are worth showing to users – often beyond just a creator’s own followers. Reels are Instagram’s answer to TikTok, and their algorithm is designed to maximize entertainment value. Instead of one monolithic “Instagram algorithm,” there are multiple algorithms for different content types (Feed, Stories, Reels, etc.), each with its own signals. The Reels algorithm specifically looks at several key factors:

• • User Activity

How viewers interact with Reels – likes, shares, comments, and general engagement on Reels content. If a user frequently likes or comments on fitness videos, for example, Instagram’s AI takes note and will show them more of that.

• • Interaction History

Your past interactions with the creator. If you’ve engaged with a creator’s content before, you’re more likely to see their new Reels.

• • Reel Information

The content of the Reel itself – things like the audio track used, any visual effects or filters, and the Reel’s popularity (views, likes) so far. Using trending sounds or cool effects can help the algorithm identify your Reel as entertaining.

• • Account Popularity

The overall engagement level of the account posting the Reel. Creators with a history of high engagement might see a boost in reach for new posts. (Don’t worry, even new or “micro” creators can go viral if their content hooks people – more on this later!)

Instagram’s goal is to serve Reels that each user will enjoy and engage with. This means the algorithm doesn’t just consider what a Reel contains, but also who is watching and how they behave. It operates on two levels of reach: Connected Reach (your followers) and Unconnected Reach (recommendations to people who don’t follow you). Interestingly, watch time is the top signal in both cases, but likes carry more weight for your followers’ feeds, while shares (“sends”) carry more weight for reaching new audiences in the Explore/Reels tab. In short, Reels that keep people watching and encourage them to like or share are the ones the algorithm loves to boost.

The Top 3 Ranking Factors: Watch Time, Likes, and Sends

It turns out that not all engagement is equal on Reels. Instagram has confirmed that the three metrics creators should watch closely are Average Watch Time, Likes Per Reach, and Sends Per Reach (i.e. how often people share your Reel). These signals tell Instagram that people not only enjoyed your video enough to watch it fully, but also found it appealing (likes) and valuable enough to share with others. This is a shift from the old days when raw likes or view counts were king – now it’s about quality of engagement. For example, a Reel with fewer total views but a high watch-through rate and lots of shares can outrank a Reel with tons of views that people skim and ignore.

Why are these three factors so crucial? Let’s briefly explain each:

• • Average Watch Time

This measures how long, on average, viewers watch your Reel. It’s perhaps the most important factor. If people watch your 30-second Reel all the way through (or even replay it), that’s a strong positive signal. A high average watch time tells the algorithm your content is captivating from start to finish. In fact, Instagram’s AI now heavily prioritizes retention – it predicts how likely a viewer is to stick for at least 3 seconds or more. Creators have mere seconds to hook viewers, so content that immediately grabs attention and holds it will be rewarded with more reach. On the flip side, if viewers consistently swipe away after 2 seconds, the algorithm will bury that Reel, even if the creator has a big follower count.

• • Likes Per Reach

Instead of total likes alone, Instagram looks at how many people liked your Reel out of the people who saw it. This essentially gauges content quality and relevance. If 100 people viewed your Reel and 30 of them tapped the heart, that 30% like-rate signals that your Reel resonated well. A high likes-per-reach ratio (which is like an engagement rate) shows your content appeals strongly to those who see it. This is especially important for content shown to your followers – if your followers are consistently liking your Reels, Instagram knows you’re delivering content they enjoy, and it will keep showing your posts to them (and possibly promote it further out).

• • Sends Per Reach

“Sends” refers to shares via direct message (the paper plane icon on Instagram). This metric tracks how often people share your Reel with others, relative to how many viewed it. If a large portion of viewers felt compelled to DM your video to a friend, that’s a huge thumbs-up. It indicates your Reel is shareable and provides value (humor, inspiration, information, etc.) that people want others to see. Instagram’s algorithm views shares as a “value-driven engagement” – content that people deemed worth personally recommending to someone else. This is super important for unconnected reach: a high shares-per-view rate suggests your Reel has broader appeal, so Instagram will be more confident showing it to users who don’t follow you yet.

Tips to Make the Reels Algorithm Work for You

• • Hook Your Audience in the First 3 Seconds (Boost Watch Time)

Grab attention immediately with a strong hook. Instagram’s data shows you have about 1–3 seconds before a viewer decides to keep scrolling. Use eye-catching visuals or text and get to the point fast. For example, start with a bold statement or an intriguing question (“You won’t believe this recipe hack…”) instead of a slow intro. Keeping the pace snappy (quick cuts, no dead air) will help ensure viewers stick around, which improves your average watch time. Remember, if you can get people to watch your Reel all the way through, or even replay it, Instagram will notice and give your content a ranking boost.

• • Use Trending Audio and Effects

Don’t underestimate the power of sound and visuals. Using a trending audio track or popular effect can give your Reel an edge. Instagram has hinted that Reels using popular songs or AR effects often get a leg up in reach. Why? Trending audio is already proven to engage users (think of all those viral dances tied to one song). By hopping on a trend – as long as it fits your content – you increase the chance of your Reel being deemed entertaining. For a content creator or micro-influencer, this could mean using the latest catchy sound that’s blowing up, or a funny filter that’s making rounds, to ride that wave of popularity. It’s a quick way to signal to the algorithm, “Hey, this Reel is fresh and fun!”

• • Make Content Relatable and Shareable

Reels that strike a chord with viewers are the ones that get shared like crazy. Think about content that people want to tag their friends in or send via DM. Often, humor and relatability are winners here. For example, a micro-influencer might poke fun at a common everyday struggle (“POV: When your online order arrives two sizes too small… 😅”). This kind of relatable snippet can prompt viewers to tag a friend with “This is so us!” in the comments or share the Reel with someone who would laugh at it. Calls-to-action can help too – e.g., “Tag a friend who needs to see this” or “Share this with a fellow coffee lover!”. The more your audience shares or tags others, the more sends per reach you’ll earn – which, as we know, is gold for the algorithm. Bottom line: create Reels that are either useful, inspiring, or entertaining enough that people feel compelled to pass them along.

In addition to these tips, Instagram itself has given guidance on what kind of Reels are most likely to succeed. Instagram’s head, Adam Mosseri, shared a checklist of best practices for Reels to maximize their reach in recommendations. According to Mosseri, your Reels should strive to meet these five criteria:

1. 1. No Watermarks: Avoid reposting content directly from other platforms (like TikTok) with a watermark. Instagram downranks Reels that have visible watermarks from other apps – they want original content, not recycled videos with a competitor’s logo floating around.
   2. Add Audio: Make sure your Reel includes sound – whether it’s a popular song, a voiceover, or original audio. Reels with audio (especially trending music or your own original sound) tend to perform better in the algorithm. Silence is less engaging, so spice it up with sound.
   3. Keep it Short (3 minutes or less): Mosseri suggests keeping videos under 3 minutes. Most Reels are much shorter than that anyway (15–90 seconds is common), but the point is: don’t post overly long videos as Reels. Shorter videos that people will watch in entirety are preferred. If you have a longer piece, consider trimming it or splitting it into parts.
   4. Post Original Content: Originality is huge. Instagram will favor your Reel if it’s something new or unique that you created, rather than a repost of someone else’s content. In 2025, Instagram even went so far as to say if their system detects two accounts posting the same video, they’ll only promote the original and may not recommend the copycat at all. So focus on making your own videos – your own spin on trends, your own stories. (Bonus: original content also builds your personal brand authenticity.)
   5. Check Your Account Status: Ensure your account is in good standing with Instagram’s guidelines. If you’ve had any strikes or violations, your content might be less likely to be widely distributed. Keeping your content compliant with community guidelines and avoiding policy violations will prevent any hidden downranking. Essentially, play by the rules and your Reels have a fair shot.

By following the above tips and official guidelines, you’re aligning your content with what the algorithm wants to see. Now, let’s talk about how different kinds of creators and brands can leverage this – particularly micro-influencers, Amazon sellers, and the power of UGC.

Conclusion to How Does the Algorithm for Reels Work in 2025?

The Instagram Reels algorithm in 2025 ultimately rewards one thing above all: content that people find genuinely interesting. If you focus on delivering value – whether that’s entertainment, education, or inspiration – the key metrics (watch time, likes, shares) will follow naturally. Remember that quality of engagement beats quantity. Ten people re-watching and sharing your video can have more impact than a hundred people who half-watch it and scroll on. So as a creator or brand, aim to create Reels that make viewers stop, watch, and react. By applying the tips above – hooking viewers early, using trending audio, encouraging interactions, and staying original – you’re essentially aligning your strategy with how the algorithm works. This means the algorithm isn’t your enemy or some random hurdle; it’s a reflection of real audience behavior and preferences.

In summary, the Reels algorithm works by trying to serve great content to the right people. To “hack” it, you don’t need any shady tactics – just focus on creating engaging, shareable videos that delight your audience. Micro-influencers and small brands have more opportunity than ever to explode their reach by understanding these principles. Keep an eye on your analytics (watch time, like rate, share rate) to see what’s resonating, and double down on what works. With consistency and creativity, you can turn Instagram’s algorithm changes into an advantage. Now get out there and start making some awesome Reels – the world (and the algorithm) is waiting! 🚀