Instagram and TikTok Algorithms in Mid-2025: What Brands Must Know

If you’ve noticed your social media posts are getting fewer likes or reaching the wrong audience, you’re in good company. The Instagram and TikTok algorithms have evolved again, and brands need to understand what’s changed to stay visible and competitive.

In this article, we break down what’s new with the algorithms on these platforms as of mid-2025, what it means for your business, and how to adjust your strategy for better engagement and growth.

Why Algorithms Matter for Your Brand

The algorithm on platforms like Instagram and TikTok determines who sees your content, when they see it, and how often. In essence, it’s the gatekeeper between your brand and your audience.

Understanding how these algorithms work helps you: 

• Improve organic reach 

• Get your content seen by the right people 

• Drive higher engagement 

• Convert more views into followers, and followers into customers 

Instagram’s Algorithm in 2025: Key Updates 

Instagram has shifted even more towards personalised content discovery. Instead of just showing users content from people they follow, it’s leaning harder into its Explore and Reels tabs to serve up fresh, relevant posts. 

What’s New: 

• AI-Powered Feed Prioritisation: Instagram now uses a blend of AI and user interaction data to deliver hyper-personalised feeds. It studies everything from watch time to save behaviour. 

• Reels-First Strategy: Reels are being prioritised over static posts in terms of visibility and discovery. 

• Smarter Hashtag Use: Hashtags are still useful, but now their function is enhanced by Instagram’s improved visual and audio recognition tools. Context matters more than quantity. 

Tips to Win on Instagram: 

• Focus on video-first content, especially short-form Reels. 

• Use on-screen text and closed captions to boost accessibility and watch time. 

• Encourage saves and shares. They now have more weight than likes. 

• Post when your audience is most active; timing still plays a big role. 

Read more: Leveraging Social Media to Attract and Retain Clients in E-Commerce 

TikTok’s Algorithm in 2025: What’s Changed 

TikTok remains a discovery-driven platform. Unlike Instagram, TikTok doesn’t rely heavily on who you follow. Instead, it thrives on showing users new and engaging content on their For You Page (FYP). 

What’s New: 

• Longer Videos, More Context: TikTok now favours longer videos (more than 3 minutes) that tell a story or provide value. 

• Creator Quality Score: TikTok ranks content based on the creator’s consistency, originality, and audience engagement over time. 

• Trend Layering: TikTok’s algorithm now rewards brands that creatively blend trending audio with niche-relevant storytelling. 

Tips to Win on TikTok: 

• Jump on trends quickly but make them relevant to your niche. 

• Keep your audience retention high. The longer people watch, the better. 

• Engage in the comments section. TikTok monitors how much back-and-forth your post generates. 

• Use the first 3 seconds to grab attention. Your hook matters more than ever. 

Read more:  How to Run High-Converting Facebook & Instagram Ads 

The Algorithm Overlap: What Both Platforms Reward 

Despite their differences, Instagram and TikTok are both leaning into similar trends: 

• Authenticity: Overly polished brand content is being replaced by more relatable, behind-the-scenes or lo-fi storytelling. 

• Engagement Signals: Comments, saves, shares, and longer watch times influence how widely your content is distributed. 

• Consistency: Posting regularly (ideally 3-5 times per week) helps build algorithmic trust. 

• Native Features: Use platform tools like Instagram stickers or TikTok voiceover. They signal active, engaged content creation. 

Need Help Keeping Up? Let the Experts Handle It 

We know it’s not easy to keep up with the ever-changing rules of social media. That’s why our digital marketing team at Digitezz specialises in helping brands craft algorithm-friendly content that gets seen and drives results. 

Whether you need short-form video production, trend-based campaign strategy, or help growing your community on Instagram and TikTok, we’ve got you covered. 

Let us take the guesswork out of your social media marketing. Get in touch today to start winning with content that works in 2025. Remember, algorithms are not your enemy. They’re a roadmap.