If your Instagram reach has been feeling like a bad mood you cannot shake, you are not imagining things. The platform has been rolling out changes through 2024 and 2025, and artists are seeing the effects in their likes, comments, and sales.

I hear from artists every day about the frustration of chasing algorithms on top of protecting their creative work. At Edwin James IP, our fight is against counterfeiters, stopping theft and recovering earnings – but we also know these platform shifts directly shape how artists connect with fans and build their careers. Sharing what’s changing is part of standing with you, so you’re not left guessing.

This is not another “post Reels every day” pep talk. Below is what actually changed, why some artists are doing better, and what you can do now to play smart.

1) Instagram is rewarding depth, not noise

The platform is leaning harder into quality signals such as saves, shares, and genuine back-and-forth in comments. Content that people pass to friends or save for later is more likely to be shown to new audiences. Independent breakdowns and platform guidance call out shares and comment quality as stronger signals than simple likes.

• Overview of 2025 ranking factors and the push toward shares and conversation: Hootsuite
• Mosseri emphasising shareable content and “sends per reach” as a ranking driver: SMK

2) Smaller creators are getting a boost

Instagram announced ranking changes to reduce repost aggregators and give original content from smaller accounts a better shot in recommendations. Creators who publish original work are favoured over accounts that primarily repost others’ work.

• Announcement coverage and details on replacing reposts with originals: The Verge
• Further reporting on increased distribution for smaller, original creators: TechCrunch

3) Three signals Instagram really cares about right now

Instagram’s leadership has been clear about what matters most:

1. Main feed posts. Feed posts still carry the most weight for reach when crafted well, such as carousels or strong single images.
2. Direct shares. Shares in DMs and Story re-shares are now one of the strongest indicators that a post matters to people. Adam Mosseri has called this “sends per reach.”
3. Search and SEO. Instagram is investing in better discovery inside the app and beyond. Writing clear, descriptive captions and using alt text helps your work get found.

More detail is available in an interview with Adam Mosseri (Business Insider, paywall with free trial), and confirmed by SMK and Emplifi.

4) Big change for search: Instagram posts showing in Google results

As of July 2025, multiple outlets report that Google is indexing public posts from professional Instagram accounts. Meta’s statement to press indicates this capability has existed in the United States for some time and is rolling out more broadly. The practical takeaway for artists is simple: your captions, alt text, and on-image text may now help you show up in traditional search results, not just inside Instagram.

• Report on Google indexing Instagram content: Forbes
• Context from Meta via press: SmartCompany

How to work with the algorithm instead of fighting it

Design for shares and saves

• Post work that invites a reaction, such as before-and-after shots, process clips, or a punchline people want to send to a friend.
• Add a clear prompt. “Tag a friend who needs this,” “Save this for reference,” or a question that sparks real replies.

Write for search and accessibility

• Use descriptive, keyword-rich captions that name the subject, medium, and theme of the piece.
• Add alt text to images. It helps accessibility and discoverability.
• Keep your bio, display name, and highlights descriptive so people can find you for what you actually create.

Guides: Hootsuite and Forbes on indexing

Use hashtags intentionally

Current data from Later shows larger sets can still perform when they are relevant. Aim for relevance over volume, and monitor your own results. Think 5-8 intentional and relevant hashtags.

Data-driven guidance: Later

Test, then double down

• Check your insights over two to three weeks. If a format or subject consistently earns shares and saves, repeat it with small variations.
• Treat Stories as distribution support for your best feed posts rather than your only publishing outlet.

A quick reality check

Instagram’s recent changes are meant to keep people engaged with content they genuinely interact with. For artists, that means less chasing trends for the sake of it and more creating work your audience wants to talk about, save, and share. Independent artists tend to excel at that.

Bottom line. Create work you care about, make it easy to engage with, and let the system do the heavy lifting.

Sources

1. SMK: Mosseri confirms “sends per reach” is driving rankings
2. The Verge: Instagram ranking changes to favour original, smaller creators
3. TechCrunch: Update to surface more content from smaller creators
4. Hootsuite: 2025 algorithm guide and ranking factors
5. Forbes: Google indexing Instagram content
6. SmartCompany: Meta statement and rollout context
7. Later: How many hashtags in 2025
8. Emplifi: Algorithm 2025 breakdown, shares and DMs as key signals
9. Business Insider: Interview with Adam Mosseri (paywall, free trial available)

Check out our article on Protecting Your Artwork From Theft