If you manage a music-focused Instagram page, particularly for underground artists or small labels, you’ve probably encountered a frustrating paradox: Your high-quality posts seem to fall flat, while a random, unpolished clip can go viral. Well, Instagram’s CEO, Adam Mosseri, has finally peeled back the curtain on the platform’s algorithm in a recent interview with ‘Build Your Tribe‘, offering much-needed clarity about why this happens and what content truly drives reach on Instagram in 2025.
Shares Are the Most Important Signal
Gone are the days when likes or comments ruled the algorithm. According to Mosseri, shares are now the most important metric for content reach. Whether it’s someone sending your post to a friend or sharing it in a direct message (DM), this kind of interaction drives Instagram’s distribution process. Mosseri emphasized that even if a post receives a high number of saves, shares will always outperform other interactions because they lead to direct, personal recommendations.
For DJs, producers, and anyone promoting underground music, this means your content needs to pack a punch. It’s not just about high production value; it’s about making your audience want to share it. Posts that make people think “You’ve got to see this!” are far more likely to reach a broader audience than perfectly polished but unremarkable content.
Unconnected Reach > Follower Count
Another big shift in Instagram’s algorithm is the focus on what Mosseri calls “unconnected reach”—the reach of content shown to people who don’t follow you. While the old model was more about getting your followers to engage, Instagram’s new approach prioritizes content discovery, similar to YouTube’s model where most views come from non-subscribers.
For smaller accounts, this could be a double-edged sword. If your unconnected reach is low, it’s usually a sign that Instagram doesn’t understand who your content should reach. This doesn’t mean you’re being penalized; it simply means the system isn’t sure who to show your post to. Therefore, your posts must be clear about what they represent and who they’re for.
No Shadowban—Just Confusion
One of the most commonly feared phenomena among Instagram users is the “shadowban”—the idea that the platform is suppressing your posts without warning. Mosseri cleared up the confusion, stating, “It’s not a shadowban. If the content isn’t getting recommended, it’s usually because the algorithm can’t tell what it is.”
So, if you’ve ever wondered why two nearly identical posts can perform so differently, it’s likely not about algorithm manipulation but about the system’s ability (or lack thereof) to interpret your content. Timing, context, and just the randomness of Instagram’s ecosystem can all influence performance.
Original Content Is (Finally) Being Prioritized
For years, repost pages have dominated Instagram’s algorithm, overshadowing original creators. But Mosseri revealed that the platform is actively working to give more visibility to original content creators, stating, “Aggregators… get a disproportionate amount of value relative to what they create.” This change is significant for independent artists and labels, as it means original clips, exclusive tracks, and behind-the-scenes moments will now get the attention they deserve.
What About Hashtags, DM Automation, and Posting Time?
Hashtags, once the cornerstone of Instagram growth, are now largely irrelevant. Mosseri confirmed that hashtags no longer significantly impact reach, although they’re not harmful. As for post timing, it matters, but not always in the way people think. If a post does well one day and flops another, the algorithm hasn’t necessarily changed—it’s more about the natural fluctuation of interest.
One area to watch closely: DMs. More content is being shared in DMs than in Stories, making posts that spark conversation or reactions highly valuable. Instagram is shifting towards private, personalized sharing over public engagement.
Instagram Wants You to Train It
Perhaps the most crucial takeaway from Mosseri’s interview is that creators are no longer just playing the game of algorithms—they’re actively training it. By posting consistently and clearly, you teach the algorithm who you are, what your content represents, and who it should be shown to.
This doesn’t mean you have to post identical content constantly. Rather, it’s about creating a recognizable theme or “throughline” for your content. Being clear and consistent in your messaging is now more important than ever.
For DJs, producers, and independent labels, this means that the algorithm rewards content that has direction. It’s not about chasing the latest trend or copying bigger accounts. It’s about being genuine, creating something worth sharing, and letting the algorithm work in your favor.
Conclusion
Instagram‘s CEO has shed light on the algorithm in ways we’ve never seen before. For DJs and artists navigating the platform, focusing on shares, unconnected reach, and original content is key to boosting visibility in 2025. Consistency and clarity are crucial, as the algorithm is now more about the audience’s connection with your content than ever before. Understanding this can make all the difference for underground artists trying to cut through the noise. So, as Mosseri puts it, train the algorithm, and make your content share-worthy. It’s time to roll the dice and see where it takes you.
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