Instagram in 2025 - Adam Mosseri Unveils the Future in a Candid Chat with Chalene Johnson - Blog No. 62
.jpeg "Illustration of a futuristic Instagram interface in 2025, highlighting features like DMs, feed, search, and content creation. Abstract digital elements and glowing gradients represent algorithmic growth, creator tools, and Instagram strategy.")
In a world where the digital landscape shifts almost daily, staying ahead of social media trends isn't just a nice-to-have—it's survival. And when the Head of Instagram himself, Adam Mosseri, sits down for a heart-to-heart with Chalene Johnson on the Build Your Tribe podcast, you know it’s time to take notes.
This episode wasn’t just another social media talk—it was a blueprint for creators, marketers, and brands looking to stay relevant on Instagram in 2025. From the evolving algorithm to the importance of DMs and the rise of search, Mosseri gave us a rare behind-the-scenes look into what’s next for the world’s most visual social platform.
In this blog, we’ll break down Mosseri’s key insights in an engaging, storytelling format—perfect for anyone serious about Instagram growth in the coming year. Whether you’re a seasoned content creator, a small business owner, or a curious scroll-happy user, buckle up: Instagram’s future is fast, focused, and full of opportunities.
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A Conversation Worth a Thousand Posts
Imagine being in the room with Instagram’s top decision-maker, getting raw, unfiltered answers about where the platform is headed. That’s exactly what happened when Chalene Johnson and her son Brock brought Adam Mosseri onto the Build Your Tribe podcast.
The conversation felt less like an interview and more like a strategy session with the guy who holds the keys to the Instagram kingdom. And the best part? He didn’t hold back.
Let’s dive into what we learned.
The Feed is King (But Not the Way You Think)
If you thought Stories or Reels were the holy grail of Instagram in 2025, think again. According to Mosseri, the main feed is still the most important place to show up—but the way it works is changing.
“The feed is where people discover your content,” Mosseri explained. “It’s still the biggest source of reach.”
But there’s a twist.
While the feed matters, it’s not about flooding it with quantity. It’s about sparking connection. That’s where DMs come in—and this part of the podcast hit like a thunderclap.
Why DMs Might Be the Secret Growth Hack
If your Instagram strategy doesn’t include encouraging DMs, it’s time for a pivot. Mosseri shared that Instagram’s algorithm weighs shares through DMs very heavily—often more than likes or comments.
Think about it. When someone taps “send to” and shares your post privately, that’s the ultimate endorsement. It’s intimate, intentional, and impactful.
“DMs are a stronger signal than likes,” Mosseri said. “They indicate genuine interest.”
Actionable Takeaway: Create content that’s worth whispering about. Memes, relatable quotes, surprising stats, or personal stories tend to get shared privately. Use call-to-actions like “send this to a friend” to encourage those shares—and boost your algorithmic favor.
The Rise of Search on Instagram (and Google?)
Here’s a bombshell: Instagram is becoming a search engine.
No, it’s not trying to replace Google (yet), but Mosseri confirmed that search functionality within Instagram is improving dramatically—and so is its visibility on external search engines like Google.
“We're working on making search smarter, more semantic, and more contextual,” Mosseri explained.
And here’s the kicker: Instagram is analyzing your comments to better understand your content.
So if your caption is vague, but your comments reveal what your post is really about, that data helps surface your post in relevant searches.
SEO Pro Tip: Use keyword-rich language in your captions and encourage comments that mention those same keywords. If you’re posting a tip about indoor plants, don’t just write “Love my green babies.” Try “My top 3 low-light indoor plants that thrive without sunlight—what are your favorites?”
Originality is the New Currency
In a world of reposts and recycled trends, Instagram is leaning hard into original content. Mosseri emphasized that creators who post original work—whether it’s video, carousels, or even memes—will be rewarded with better reach.
Why? Because originality is what keeps users scrolling.
Instagram wants users to stay on the app, and unique content is what does that. The platform has even tweaked its algorithm to recognize when something is a repost—and deprioritize it.
“We want to make sure original creators get the credit and the reach,” Mosseri said.
Quick Win: Add a personal twist to trending content. Instead of reusing a viral audio clip word-for-word, make it your own. Add a new hook, change the perspective, or apply it to your niche.
Helping the Little Guys Win
One of the most refreshing parts of the podcast was Mosseri’s empathy for small creators and newcomers. He acknowledged that it can feel nearly impossible to gain traction as a small account—and Instagram wants to change that.
“We’re looking for ways to help new and smaller creators break through,” Mosseri shared.
Though he didn’t give away specific features, this focus on small creators means we may see more algorithm tweaks or features that spotlight emerging voices.
What You Can Do Now:
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Show up consistently
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Use all content types (Reels, Stories, Carousels, Lives)
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Engage with your followers (especially in comments and DMs)
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Collaborate with others to boost exposure
Algorithm Transparency: Myth or Movement?
Let’s be honest: everyone wants to know how the algorithm works.
Mosseri tackled this head-on, explaining that there isn’t one algorithm, but rather multiple ranking systems for different parts of the app—feed, stories, reels, explore, and DMs.
Each one looks at different signals, like:
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Your past activity
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Relationships with other users
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Content type
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Time spent on a post
Transparency, according to Mosseri, is a goal—but a challenging one.
“We’re trying to be more open about how things work. That’s why I do Q&As every Friday.”
So if you’re not following @mosseri on Instagram—you should be.
The Creator Economy is Instagram’s North Star
This wasn’t just a talk about metrics and algorithms—it was about people. Specifically, the people who use Instagram to build careers, share messages, and express creativity.
Mosseri made it clear: Instagram wants to be the best place for creators to thrive.
That means building better tools, clearer monetization options, and support systems that help creators turn their passion into income.
“We know creators are the future of Instagram,” he said. “They drive culture. They create connection.”
Final Thoughts: The Instagram Game in 2025
As the conversation wrapped up, it was clear that Instagram’s future isn’t just about shiny new features—it’s about authenticity, relationships, and strategic visibility.
Here’s the cheat sheet Mosseri unintentionally gave us:
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Prioritize feed content that sparks conversation and shares
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Encourage DMs—they’re algorithm gold
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Use keywords in captions and comments for better search visibility
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Post original content whenever possible
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Show up like a creator, even if you have 100 followers
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Stay tuned for updates—because Instagram is still evolving fast
How You Can Stay Ahead
So what does this mean for you?
If you’re a creator, brand, or marketer, this podcast wasn’t just background noise—it was a playbook.
✅ Audit your current content. Are you encouraging shares?
✅ Start experimenting with SEO-style writing.
✅ Focus on your unique voice.
✅ Engage in DMs and build relationships.
✅ And most of all, keep learning.
Instagram in 2025 will reward creators who adapt, innovate, and connect—not just the ones with polished aesthetics or big budgets.
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Ready to Thrive on Instagram in 2025?
Adam Mosseri laid it out plainly: the opportunities are there. Now it’s up to you to grab them.
So whether you’re launching a business, building a personal brand, or just trying to get your memes seen by more than your mom—now’s the time to go all in.
📌 Follow @mosseri for insider updates
📌 Listen to the full podcast here
📌 Bookmark this blog so you can revisit it as Instagram evolves
Let’s grow smarter. See you in the feed.
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