The only 3 metrics that matter

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Instagram's 2025 Algorithm: The Only 3 Metrics That Matter

According to Instagram chief Adam Mosseri, three signals drive content reach in 2025:

1. Watch Time: Top signal regardless of content type. Even applies to carousels since they take longer to view.

2. Likes: More important for reaching current followers • Strong indicator of community relevance • Helps content spread within connected networks

3. Sends (DM Shares): Critical for reaching new audiences • Signals content deserves broader reach • Drives Explore page visibility

Key Insight: Comments aren't mentioned as a ranking factor. Focus on creating content that people watch fully, like instantly, or want to share privately.

Your 30-minute action plan:

1. Check your insights for these three metrics

2. Identify which posts perform best in each category

3. Create content that optimizes for your growth goals

Want to reach followers? Chase likes. Want to reach new audiences? Chase shares.

Read the full breakdown at Social Media Today.