Instagram Explore: How to reach a wider audience in 2025

The Instagram Explore page is an array of public photos, videos, Reels, and Stories chosen uniquely for each user from accounts they don’t follow, based on interests and past interactions.

Separate from the Instagram algorithm that drives what you see on the main Instagram homepage, the Explore page is solely focused on showing you things you haven’t seen before.

For brands, appearing on the Explore page can lead to potential spikes in reach, impressions, and sales. It’s one of the final frontiers for organic reach in an increasingly ad-driven social media landscape.

Read on to learn about the latest Instagram Explore page updates and the right way to land on it.

Bonus: 14 Time-Saving Hacks for Instagram Power Users. Get the list of secret shortcuts Hootsuite’s own social media team uses to create thumb-stopping content.

Instagram Explore in 2025: What’s new?

Social media algorithms and platforms are constantly evolving, but these are the biggest Instagram Explore changes in 2025 so far.

• Followers can now add you to their Favorites, which shows your latest content at the top of their feed. This expands your reach and can help you make it onto the Explore page.
• Confirmed: Reels with watermarks or logos from other apps (such as TikTok, CapCut, etc) are downranked, says Head of Instagram, Adam Mosseri. You can still create in other apps, but make sure your finished video doesn’t contain watermarks.
• Instagram now supports 3:4 aspect ratio for photo and carousel posts, as well as the old 1:1 and 4:5. Since poor photo quality can turn viewers off, resize to a maximum 1080px wide before sharing to avoid any Instagram compression.
• Edits, Instagram’s Reels editing app, now has keyframes for precise animation control for overlays, plus new effects. Fine-tuned animations and effects can drastically improve engagement, making it more likely you’ll get on the Instagram Explore page.
• Trial Reels let you test new ideas without fear. Reels that don’t perform well disappear from your feed while popular ones stay. Some creators have used them to triple their following in months.
• See your view rate past three seconds for Reels, meaning how many people watched more than three seconds, a key ranking signal in the Instagram Reels algorithm.

How the Instagram Explore page algorithm works

Find the Instagram Explore page by tapping the magnifying glass icon at the bottom of the screen.

The main Explore page shows an assortment of posts, Reels, and Stories.

Source: Instagram

When you search for something, you can filter by account name, Reels, audio, hashtags, or locations. Although by default, Instagram Explore shows search results in the “For you” tab.

Source: Instagram

Tapping a post in the Explore feed opens the full post, plus a continuous, scrollable feed of content related to that post from other accounts you don’t follow.

In this way, the Instagram Explore page is like a giant rabbit hole full of portals to more feeds, each one more topic-specific and focused than the last.

Core ranking signals

According to Instagram, content on the Explore page is chosen based on:

1. Accounts you follow.
2. Content you’ve previously liked or interacted with.
3. Your connection on Instagram.

While not specifically talking about the Explore page, Mosseri recently advised that if you’re trying to optimize for reach in 2025 these are the three most important metrics:

1. Average watch time (for Reels)
2. Like rate (the percentage of likes vs. people reached)
3. Send rate (percentage of sends vs. people reached)

Based on sends being more important than likes for “unconnected content” — content shown to people who don’t follow you — we hypothesize that sends are a stronger ranking signal than likes for the Explore page.

View this post on Instagram

A post shared by Adam Mosseri (@mosseri)

Other important ranking signals for the Instagram Explore page algorithm include:

1. How likely are you to spend more than five seconds viewing a post? This is calculated in part by how many others have seen the post in Explore and your time spent viewing posts by the same author.
2. How likely you are to watch more than 95% of a video. Informed by how many others have done so, your time spent on Explore, and your time spent on posts from the same author.
3. How likely you are to view more than x posts in media chaining, where x is the 80% percentile of number of posts per session in media chaining. A.K.A a nerdy way of proving “I got sucked into the algorithm.” This prediction uses signals like how much time you’ve spent on the Explore page recently and overall viewing habits to rank and sort recommendations in the hopes of keeping you scrolling longer.

For more details on all 30+ Instagram Explore page ranking signals, check Meta’s official list.

User behavior and machine learning

Contrary to popular belief, there isn’t a single Instagram algorithm. “The algorithm” is actually a set of machine learning tools that together make up how Instagram recommends content.

The Instagram feed, Explore page, and Reels each have unique algorithms that work separately, yet also as part of a larger whole.

The Explore page algorithm uses AI and machine learning to adapt and adjust its content recommendations. No two users’ Explore pages will be the same, and each time you refresh the Explore page, it will yield different results.

How the Instagram Explore page algorithm differs from the main feed

The Instagram Explore page relies heavily on the Instagram algorithm, but it isn’t the actual algorithm itself. Like TikTok’s FYP (For You Page), there is no single Explore page — the Instagram algorithm creates a different Explore page for each user.

The most obvious difference is that you only see content from accounts you don’t follow on the Explore page, while the main feed is a mix of content from accounts you follow and suggested posts.

Meta describes the Instagram Explore algorithm as having three stages:

1. Retrieval: Instagram selects candidate posts (about 1,500 posts) relevant to a user’s interests. It chooses posts based on several techniques, including how similar these candidate posts are to a user’s previous engagement history.
2. Early stage ranking: This stage narrows down those 1,500 posts to about 100 using a neural network to measure the similarity between the media and the user.
3. Late stage ranking: This is what makes it to the Explore page. It uses a complex machine learning model to assess how likely a user is to engage with the short list of 100 posts, primarily concerned with likes and saves, and passes through the highest ranking content to the final Explore page view.

All of this machine learning and ranking happens almost instantly. You can refresh the Explore page as many times as you want and will always see new results.

Why is getting on Instagram Explore so important to brands?

Given that 45% of U.S. adults use Instagram to interact with brands, getting on the Explore page could be your ticket to reaching a highly valuable audience.

Organic reach beyond followers

The Explore page specifically helps people discover new content about the things they’re interested in from accounts they don’t already follow. Besides running ads, the Explore page is one of the most effective ways to get in front of new people — and it’s free.

There are now over two billion monthly active users on Instagram, and getting on the Explore page puts you in front of a ton of them.

Increased engagement

Content on the Explore page is shown to a wide audience of people who are interested in it. As a result, if your post or Reel makes it there, you’ll likely see an engagement spike.

Increased conversions

Having the right calls to action in your posts and Reels will help convert new eyeballs into paying customers. For ecommerce sellers, ensure you’ve set up Instagram Shopping tools and use product tags in your posts, Reels, Instagram Stories, and ads to maximize conversion opportunities.

Bonus: Save time and post at the best time on Instagram by scheduling content with Hootsuite. You can even add product tags to scheduled posts.

Reaching more ideal customers

Since Instagram tries to match content on the Explore page with people who will be interested in it, getting on the Explore page is like a direct line to your target market.

If your content is compelling enough, many new people who see you on their Explore page will check out your profile and, ideally, start following.

Pro tip: Optimize your bio and highlight covers for a good first impression.

How social marketers use Explore for top-of-funnel growth

There isn’t a one-size-fits-all way to appear on the Instagram Explore page.

However, the good news is that doing things that promote growth elsewhere on Instagram — creating high-quality content, posting at the right times, following Instagram best practices — will get you there too.

Unlock rapid growth with “ad-like” Trial Reels

Creator Chelsea Anderson rapidly grew her Instagram account to over 450,000 followers in two months by using Trial Reels creatively.

She figured since Instagram pushes out Trial Reels primarily to non-followers — including on the Explore page — she would differ from her usual content and create hyper-targeted Reels designed to convert those viewers into followers.

Her Trial Reels immediately hooked relevant viewers by asking a specific question, followed by a call to action to follow her for more content related to her parenting advice niche.

View this post on Instagram

A post shared by Chelsea Anderson (@chelsea_explains)

Prioritize originality and shareability

Mosseri says “rewarding creativity” is one of Instagram’s main priorities in 2025.

View this post on Instagram

A post shared by Adam Mosseri (@mosseri)

“The algorithm will start prioritizing and rewarding content that is original and creative,” says Eileen Kwok, Social & Influencer Marketing Strategist at Hootsuite.

As mentioned earlier, sends (shares in messages) are a major ranking signal for the Explore page algorithm. Creating original content that connects with your audience will encourage people to share it.

Spend more time on generating ideas to stand out with original, engaging content rather than making the content itself. You can still use AI content creation tools to make what you imagine possible as long as your underlying idea is creative and unique.

10 proven strategies to get on the Explore page

If you’re aiming for the Explore page, these 10 tactics can give your posts a real boost.

1. Create content that drives interaction

We’ve already covered how originality and creativity are central to Instagram growth, but even the most creative idea will fall flat unless it inspires action.

To grow on Instagram — and appear on the Explore page — your photos, carousels, Reels, and Stories need to make viewers like, comment, save, or share.

Before creating content, plan for getting engagement on it and work that into your call to action. Start a conversation in the comments by asking a question, or ask follow up questions in your replies.

View this post on Instagram

A post shared by Evie Magazine (@eviemagazine)

2. Use keywords strategically

Keywords are much more important than hashtags on Instagram and have been for awhile. Our experiment back in 2022 showed keyword-optimized Instagram posts got more reach vs. hashtags, and it’s even more true in 2025 with improved AI-powered search.

Instagram keywords are words and phrases that help Instagram categorize your content and increase its discoverability. Keywords play a big part in what shows up on each user’s Explore page.

For all the places you can use keywords and how to use them effectively, check our guide to Instagram SEO in 2025.

3. Post at the right time

Posting at the right time on Instagram means posting when your audience is most likely to see and interact with it. The best time isn’t absolute: factors such as your industry, local events, culture, and more impact what your best time to post is.

That said, Hootsuite partners with data science agency Critical Truth to comprehensively study the best times to post on social media.

The overall best times to post on Instagram in 2025 are:

• 3 pm to 9 pm on Monday
• 5 am to 8 am and 3 pm to 7 pm on Tuesday
• 5 pm to 7 pm on Thursday

PSA: For the best times to post on Instagram broken down by industry and more, check out our full research report.

Finding your personalized best time to post on Instagram is as easy as using Hootsuite Analytics.

Hootsuite analyzes your real audience data over the last 30 days to calculate the best time to post for each of three goals:

• Get more reach and visibility
• Build brand awareness
• Increase engagement

Take the guesswork out of when to post and make everything you do on social media easier and more impactful with Hootsuite.

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Start free 30-day trial 4. Post content types favored by the algorithm

The most important thing is for your content to resonate with your audience. That said, our research shows that so far in 2025, carousels are outperforming photos and Reels for most accounts.

Posting content the algorithm is looking for makes it easier to get on the Explore page.

No matter the type of content you’re making, keep visuals eye-catching. Spend time making carousel and Reels covers that communicate value right away.

While all the below posts are visually appealing, notice how the ones with descriptive captions and covers stand out:

For carousels, think of the first slide as the “book cover” of your post. Make it answer what’s in it for the viewer and motivate them to tap and swipe through.

Take a look at this recipe carousel targeted to busy people:

View this post on Instagram

A post shared by Kate Pope: Mother-Baby & Toddler Nutrition (@wildnutritionist)

Check your analytics at weekly to see which formats get the most engagement and adjust your strategy accordingly. (Don’t forget to experiment too!)

5. Develop an active community

The easiest way to build community on Instagram is to reply to as many comments as you can. Truly engage with your audience because you want to learn from them, not just to please the algorithm.

Creating a genuine community on Instagram takes time and patience, but it yields valuable returns that go beyond sales. However, it can be difficult to measure the true impact of your social media community because there isn’t a single KPI or metric to “prove” its worth.

But marketers who use social listening are more confident in the ROI of their efforts and are able to prove the value of their social media strategies.

Having hard numbers to demonstrate the real business outcomes being driven from social media makes reporting to your boss a breeze. Plus, it helps you earn credibility and budget to grow even more.

Hootsuite’s advanced social listening tools help you:

• Find and act on trends before anyone else.
• Summarize millions of conversations, images, video, web, and audio sources with AI to understand your brand awareness and key insights in seconds.
• Understand your customers with sentiment analysis (about you, competitors, or a specific topic), key demographics, and interests.
• Find relevant, powerful influencers for your next campaign.
• Protect and manage your brand reputation in real-time.

Plus, it’s so easy to use,learn how to do all of the above in just five minutes:

6. Add a location

Besides keywords and ranking signals like watch time, location is another way to land on the Explore page.

People can search for locations and stumble upon your post, or tap a location tag to see all the recent content taken there, including yours.

Source: Instagram

And yes, you can add a location when scheduling Instagram posts or Reels in Hootsuite, too.

7. Learn from past performance

Track progress toward your social media goals, map KPIs to business outcomes, and include social listening insights in your analytics reports to add context.

Look for trends and patterns in your analytics reports. Do carousels consistently get more engagement for you than Reels? If there was a big spike in new followers last week — where did they come from? (A podcast mention, an influencer’s post, etc?)

For more on making sense of analytics, check out our list of the social media KPIs every marketer should be tracking.

8. Try paid Explore ads

Yes, getting on the Instagram Explore page can be as simple as running an ad… sort of.

The posts a user sees when first opening the Explore page are all organic, but Instagram Explore ads appear once someone taps through to a post and starts scrolling, similar to ads in the regular home feed.

Simple, yet effective.

Source: @frames_magazine

9. Avoid “shadowbanned” hashtags

While Instagram has repeatedly said “shadowbanning doesn’t exist,” there are things that can reduce your reach.

Some Instagram hashtags become hidden due to bot activity, spam, or reports of inappropriate content. If you use one of these hashtags, your content could be associated with that spam and not appear on the Explore page, or elsewhere on Instagram.

Check hashtags before posting by searching them on Instagram. If you see this message, don’t use it.

Source: Instagram

10. Follow community standards

Last but not least, always follow Instagram’s Community Standards for your best shot of appearing on the Explore page.

Instagram can and does penalize accounts that don’t follow the rules, leading to possible lower content rankings or even account suspension.

How to reset the Instagram Explore page if you don’t like what you’re seeing

Is your Explore page full of things you’re not interested in? Here’s how to reset your Explore page to better align with the real you.

1. Go to settings

From your profile in the Instagram app, tap the menu icon at the top right to get into settings.

2. Go to content preferences

Scroll down and tap on Content preferences in the “What you see” section.

3. Tap Reset suggested content

You can either toggle on Snooze suggested posts for 30 days, or continue to reset everything by tapping Reset suggested content.

4. Follow the prompts to adjust or reset your suggested content

Instead of resetting everything, you can choose to unfollow accounts or see less ads about specific topics.

If you want to reset all your content suggestions — including ads, the Explore page, and everywhere else on Instagram — tap the Reset suggested content button.

Use Hootsuite to make everything you do on Instagram, and all your other social platforms, easier. Schedule posts, engage your audience, outsmart competitors, measure ROI, and more from one simple dashboard. Try it free today.

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