The Algorithm Wasn’t Always Like This: The Evolution of Instagram Reach

Remember When Instagram Was Simple?

Back in 2013–2016, Instagram was raw. Linear. Organic. If you posted, your followers saw it end of story. No reels. No explore tab dominance. No algorithmic ranking. Your reach depended on consistency and how many people cared enough to follow you.

In that version of Instagram, quality mattered—but loyalty mattered more.

The 2016 Algorithm Shift: Engagement Over Everything

Instagram dropped chronological feeds and introduced an algorithm. The new system ranked content based on:

• Likelihood of interest

• Relationship with the poster

• Recency

It was the first time brands and creators realized: you’re not just posting; you’re performing.

Suddenly, timing, captions, and engagement bait weren’t optional. They were survivors.

2018–2020: The Explore Tab Takeover

Instagram began turning into a discovery engine. You didn’t just reach followers anymore; you reached the world. Exploration became the new frontier.

The platform favored:

• Viral carousels

• Saveable posts

• Content that triggered long watch times (like short videos and tap-through stories)

It was also the start of shadowban panic and declining organic reach. Many creators saw engagement drop—even with better content.

Enter Reels (2020–2023): The TikTok-ification

To compete with TikTok, Instagram launched Reels and rewrote the rules again. The algorithm:

• Boosted native video content

• Prioritized watch time over likes

• Shifted discovery to short-form velocity

Creators who adapted to fast-paced, entertaining Reels saw reach explode. Everyone else? Ghosted.

By 2023, you had two options:

1. Entertain the algorithm.

2. Or get filtered out.

What the 2025 Algorithm Cares About Now

In 2025, the feed is more curated than ever. Instagram now blends machine learning with behavioral psychology. It favors:

• Niche relevance

• Follower stickiness (people returning to your page)

• Multi-format balance (posts + Reels + Stories)

• Subtle signals like how often someone pauses on your content or taps “Not Interested”

And still, even creators with great content often don’t grow. Why?

Because the algorithm doesn’t just surface value, it surfaces perceived value.

What You Should Do Instead

Instead of chasing the algorithm, anchor your strategy in what’s timeless:

• Become visually credible

• Look like someone worth following at first glance

• Use consistent design to prime people to trust you

• Lean into format variety, but stay on brand

If your content deserves attention but isn’t getting it, your presentation might be the missing piece. We help elevate your Instagram presence visually, so you look like an authority at first glance.