Podcast Summary: Build Your Tribe | Episode 853

Title: The BRAND NEW Instagram Algorithm | Direct From Instagram CEO
Host: Brock Johnson
Date: October 6, 2025
Guest Referenced: Adam Mosseri (Instagram CEO)

Main Theme / Purpose

In this episode, Brock Johnson breaks down four major updates to the Instagram algorithm, all recently revealed or confirmed by Instagram CEO Adam Mosseri. Brock explains what these changes mean for business owners and creators, how to respond strategically, and what actionable steps listeners can take to maximize their growth, reach, and monetization on Instagram. The episode provides both a high-level overview and hands-on, practical advice, focusing on new opportunities to stand out, regardless of follower count.

Key Discussion Points & Insights

1. Instagram’s Massive User Base and Growth Drivers

• Instagram now exceeds 3 billion monthly active users (00:25), which Brock argues means half the people on the planet (excluding blocked countries) are using the platform.
• Growth Drivers Identified by CEO Mosseri:
  • Messaging (Direct Messages)
  • Reels (Short-form video)
  • Recommendations (Algorithmic suggestions of content from accounts users don’t follow)

Notable Quote

"In my conversation with him earlier this year, I complimented him on direct messages. And I said that I think it's Instagram's strong suit. It's a feature that Instagram has figured out better than any other platform."
— Brock Johnson (03:20)

• Messaging outpaces even feed content for shares (04:05): More content is shared in DMs daily than posted publicly.
• Advice: Focus on creating shareworthy content that prompts users to send your posts to others.

2. Reels & Algorithm Speed

• Reels are now the main feed content and the most effective way to reach non-followers (07:30).
• Instagram is improving the "speed of the algorithm" to quickly serve users more of what they engage with, similar to TikTok's responsiveness (09:12).
• Key for Creators:
  • The playing field is more level than ever: Relevance trumps follower count.
  • Niche content is essential so the algorithm "knows" who to send your content to.

Notable Quote

"If every single one of your posts is about a different topic ... you're going to confuse the algorithm. And when you confuse, you lose."
— Brock Johnson (10:48)

3. New Customizable Algorithm & App Layout

• Instagram is rolling out a customizable algorithm (13:30):
  • Users can now directly influence what they see more/less of within Reels, Home, and Explore.
  • Users can access this via settings or the Reels tab, viewing/adjusting top suggested interests.
  • Great news for niche creators: Being clear about your content focus now directly benefits your discoverability.
• App Layout Updates:
  • Instagram’s interface will soon look different, emphasizing Messaging, Reels, and Recommendations—expect some temporary confusion.

Notable Quote

"For the first time in the history of Instagram, we are now going to have a direct say in the kinds of things that are recommended and shown to us."
— Brock Johnson (14:45)

4. Instagram Stories Algorithm Update

• Past Algorithm: Fewer stories posted = more views (the "STD Strategy": Single, Text-Heavy, DM Automation).
• New Algorithm:
  • Discrepancy is less extreme. Posting one story is still best, but posting several won’t penalize you as harshly.
  • DM Automation remains crucial for higher story views.

Notable Quote

"While the single is going to be less impactful than in the past, it's still going to be more beneficial than posting multiple stories."
— Brock Johnson (17:10)

5. Trial Reels Changes

• Old "cheat code": Posting the same trial reel multiple times boosted reach.
• New Update:
  • Caps on how many trial reels you can post per day (varies by account; commonly 5).
  • Posting exact duplicates is now flagged as spam—Instagram will throttle your reach.
  • Substantial variations are now required (especially in the first 6–7 seconds visually; not just text, audio, or caption changes).

Notable Quote

"Don’t try to use trial reels to pummel the same content over and over and over."
— Adam Mosseri (as quoted by Brock) (18:10)

• For regular (non-trial) reels and feed posts, reposting content is still allowed after some time passes (typically a week or more).

6. Meta Verified & SEO

• Meta Verified (blue check mark for a fee) now boosts your chances of appearing at the top of search results for your niche or name.
• Additional benefits: Impersonation protection, exclusive support, and additional features, but the SEO boost is the most significant.

Notable Quote

"Now Instagram is going to give you a boost to your SEO if you are meta verified. Specifically, they said that if you are meta verified, your handle, your Instagram profile will show up at the top of Instagram search results."
— Brock Johnson (20:10)

Timestamps for Important Segments

| Timestamp | Topic | |-----------|---------------------------------------------------------------------------------------| | 00:25 | Instagram hits 3B users; global reach | | 02:55 | Three growth drivers: messaging, reels, recommendations | | 04:05 | Most sharing now happens via direct messages | | 07:30 | Reels as the primary content for reach | | 09:12 | Algorithm speed (comparison to TikTok) | | 10:48 | Importance of niching down for algorithm clarity | | 13:30 | Overview of customizable algorithm and how to use it | | 15:05 | Niche content benefits from customizable algorithm | | 16:50 | App layout changes on the horizon | | 17:10 | Instagram Stories algorithm update and the STD Strategy | | 18:10 | Trial reels update: caps, duplication, and required variation | | 20:10 | Meta Verified accounts now have boosted SEO | | 21:54 | (End of content, segues to unrelated ad/skit) |

Memorable Moments & Recommendations

• DM Automation is underrated but powerful:
  Brock repeatedly urges listeners to learn and utilize DM Automation for driving engagement and sales.
• Niche, niche, niche:
  Staying laser-focused on a subject or audience, even within a small account, makes it easier for Instagram’s algorithm to recommend your content.
• Change is coming—embrace and adapt:
  Brock encourages listeners not to resist UI changes and new workflows, as these often unlock new opportunities for growth.

Action Steps for Listeners

• Start using DM Automation for increased engagement.
• Double down on creating shareworthy and niche-specific content.
• Check for the customizable algorithm update and curate your interests for better recommendations.
• Continue following the STD strategy for stories, but don’t sweat posting multiple stories as much.
• Limit trial reels to 5/day, ensuring real differences among them.
• Consider going Meta Verified for added search visibility.

Notable Quotes

• "Shares are unequivocally the best form of engagement on Instagram. And they're how you get more views, they're how you go viral, and they're how you get more followers." — Brock Johnson (06:20)
• "The more that you post about one thing, the more you niche down, the more you allow Instagram to say, yup, you are the go to person for soccer highlights." — Brock Johnson (15:05)
• "If you’re not already using DM automation, you’re trying to grow on Instagram with one or maybe even two hands tied behind your back." — Brock Johnson (05:50)

In summary:
This episode empowers creators—especially those with smaller followings—to leverage new Instagram algorithm updates for accelerated growth. Key takeaways include prioritizing direct messaging, niche content, and adapting to forthcoming customizable algorithms and UI changes. Trial reels strategies must now adapt to stricter anti-duplicate rules, while Meta Verified can meaningfully impact search results. Great for business owners and creators seeking to future-proof their Instagram strategy.