Introduction
Instagram remains one of the most powerful marketing platforms for Nigerian businesses — but it’s no secret that the algorithm keeps changing.
One year, carousels get massive reach.
The next, it’s all about Reels.
And now in 2025, Instagram has introduced a new set of ranking priorities.
If you’ve noticed that your posts aren’t reaching as many people as before, it’s not just you — it’s the algorithm.
In this post, we’ll break down:
- What’s new with the Instagram algorithm in 2025
- How it decides who sees your content
- What strategies Nigerian businesses should use now to stay ahead
How the Instagram Algorithm Works (Quick Refresher)
Instagram’s algorithm isn’t one big system — it’s a combination of multiple algorithms working across different parts of the app:
- Feed (home posts)
- Stories
- Reels
- Explore page
- Search results
Each of these sections uses different signals to rank posts.
For example:
- Feed focuses on content from accounts you engage with most
- Explore pushes trending and discovery content
- Reels prioritises entertainment value
What’s New in 2025: Key Changes
1. More Focus on “Meaningful Interactions”
Instagram now rewards posts that spark real conversations — not just likes.
Comments, saves, shares, and replies matter more than ever.
What this means for you:
Post content that invites discussion.
Example: Ask for opinions, run polls, post “This or That” questions.
2. Reels Are Still King — But With a Twist
Reels remain the fastest way to grow organically.
However, Instagram now ranks original, non-recycled Reels higher than reposted content from TikTok or other platforms.
What this means for you:
Create Reels inside Instagram’s editor or without watermarks.
3. AI-Driven Content Recommendations
Instagram uses AI to suggest content to users even if they don’t follow you — based on what they’ve liked or interacted with recently.
What this means for you:
Optimise your captions and hashtags so Instagram understands what your content is about.
4. “Consistency Score” Matters
Accounts that post regularly (at least 3–4 times a week) are prioritised in feed rankings.
What this means for you:
Batch your content and use a content calendar so you stay consistent.
5. Stories Engagement Now Influences Feed Reach
If followers engage with your Stories, Instagram is more likely to show them your posts in their feed.
What this means for you:
Use interactive Story features — polls, quizzes, sliders — daily if possible.
What Nigerian Businesses Should Do to Stay Visible
1. Post More “Conversation Starters”
Instead of posting just promotional flyers, share:
- Opinion polls about your industry
- Customer stories and case studies
- Behind-the-scenes moments
- Questions people can answer in the comments
2. Mix Your Formats
Don’t just post photos or Reels — use a mix:
- Reels for reach
- Carousels for value-based tips
- Stories for daily updates and offers
- Lives for real-time connection
3. Double Down on Reels Strategy
- Keep them short (7–15 seconds for best performance)
- Use trending audio, but ensure your content is unique
- Add captions so they’re watchable with sound off
4. Engage Before and After Posting
Instagram boosts your post if it sees you active on the app.
Spend 10–15 minutes before posting engaging with others, and another 10–15 minutes after replying to comments.
For Nigerian businesses, location tags (e.g., Lagos, Abuja, Port Harcourt) and industry-specific hashtags help reach the right audience.
6. Build Your Community
Reply to every comment, DM, and Story mention. The stronger your relationship with followers, the more likely Instagram is to push your content to them.
Tools to Help You Work With the Algorithm
- Meta Business Suite – schedule posts and track analytics
- InShot / CapCut – edit Reels
- Canva – design carousels and Stories
- Flick – hashtag research
- Notion / Trello – content calendar planning
Conclusion
The Instagram algorithm in 2025 is more about relationship-building than ever.
If you focus on creating valuable, engaging, and original content while staying consistent, your business can still thrive on the platform.
Don’t chase trends blindly — adapt them to your brand voice and audience.
And remember: Instagram rewards accounts that make people stay on the app longer and interact more.
Ready to Grow Your Business Online?
Need help building an Instagram strategy that works in 2025?
Syntax Technology offers:
- Social media content planning
- Reels and carousel design
- Engagement growth strategies
Contact us today and let’s make the algorithm work for you.