Since January 1, 2025, Meta has introduced updated terms of use for Instagram. They are reviewing key aspects such as how your content is used, how data is processed, and what now influences the visibility of posts and even the risk of account suspensions.
We’ve already explored the most important changes to save you time. In this article, we briefly outline the key things you need to know and do to avoid angering algorithms in the new year.
Why You Might Face Restrictions or Bans
Recently, there have been widespread reports on social media about new prohibited actions for which Instagram will reduce reach or even block accounts. Let’s be honest: we haven’t found an official document from Meta confirming these reports, so there’s no need to panic. The data is still unverified. But it’s better to be cautious. Below, we’ve gathered the key points about what to avoid in the new year to ensure that Instagram continues to promote your posts.
Instructions for Liking, Commenting, and Following
“Like if you agree,” “Subscribe to not miss new posts,” “Comment below your thoughts”—these types of calls to action have previously been standard practices to increase engagement. However, from next year, everything may change. Instagram is expected to reduce the visibility of posts that encourage users to take action.
Why? In general, there is logic behind this. The platform seeks to create a more organic and authentic communication environment. Calls to action are perceived by algorithms as artificial activity that clutters the feed and decreases interest in the platform. Instagram wants users to like and comment on content because they genuinely like it, not because of requests from the author.
What Account Owners Should Do
To avoid reduced reach and restrictions, review your strategies.
- Create content that prompts responses without reminders. Provocative questions, interesting stories, and useful tips work better than asking for support.
- Master the art of storytelling. Well-told stories with tension, climax, and resolution attract more comments than direct requests.
- Add subtle calls to action. For example, a suggestion to subscribe can be disguised as “Don’t miss our next collection.”
Instagram is becoming more demanding about content quality, so now it’s our job to inspire, not ask.
Usage of “Forbidden” Words
Instagram has decided to seriously limit the use of certain words and expressions that users have actively used to capture the audience’s attention. The following words are banned:
- Money
- Income
- Free
- Discount
- Guarantee
- And similar terms related to quick profit.
Why? The platform has long been working towards creating a safer and more comfortable environment for its users. When the feed is full of constant intrusive advertisements, it diminishes user experience. Instagram wants to ensure that content isn’t seen as an attempt to exploit users or lure them into fraudulent schemes.
What Account Owners Should Do
To avoid restrictions and continue to achieve high reach:
- Use alternative expressions. For example, replace “free” with “we’re offering.”
- Create an emotional connection with your followers. Ordinary human expressions are better received than tired marketing clichés.
- Be creative with style and presentation. You can discuss offers in different ways, not just through text.
Using Code Words for Lead Magnets
A lead magnet is a free product or service that brands offer in exchange for user contact information or profile activity. Previously, brands often used tricks like inviting followers to comment a certain phrase in exchange for a prize. Unfortunately, this may now be considered a reason for reduced reach.
Why? Code words are seen as artificial ways to boost activity that don’t provide real value to users. Instagram wants users to leave diverse, genuine comments, not just engage for profit.
What Account Owners Should Do
If you want to continue using lead magnets without violating the new rules, try:
- Use easier methods. Invite users to follow you through your website or another external platform.
- Use official tools. Enable action buttons in your profile to allow users to message you with one click.
- Encourage interaction with your audience. Invite users to leave genuine comments, share their opinions, or experiences.
Mass Activities
Instagram is tightening up measures against mass followers and masking activities used to attract free subscribers. The site sets limits on the number of actions based on the account’s age.
Why? Instagram wants to create a healthy ecosystem where interactions happen organically. Mass activity generally doesn’t provide real benefits, as it fills the feed with content just for the numbers and reduces user experience quality.
What Account Owners Should Do
Review your promotional methods:
- Focus on content quality. If your content is engaging and visually appealing, users will follow you organically.
- Avoid using third-party services for fraudulent activities. These can lead to account suspension.
Non-Targeted Followers
Instagram is beginning to focus not just on the number of followers, but their quality. If you have a lot of inactive or spam accounts, this can seriously affect your reach and visibility.
Why? Instagram is focusing on organic and genuine interaction. Fake or passive followers hinder your ability to create real value for users and reduce the trust in the platform.
What Account Owners Should Do
To protect your reach and engagement:
- Clean your follower list regularly. Remove inactive or suspicious followers.
- Avoid suspicious mechanisms. Buying followers no longer works and damages your account.
- Focus on your target audience. Engage with followers through quality content and honest interactions.
Hashtag Abuse
A few years ago, using a large number of hashtags was the go-to method to attract an audience. However, Instagram is now cracking down on excessive hashtags, and using them improperly can lead to reduced reach or account restrictions.
Why? The platform wants to clean up the content displayed in the feed and search results from misleading content. When hashtags are used incorrectly, users can’t find the content they’re looking for, which harms the platform’s reputation.
What Account Owners Should Do
To avoid this issue:
- Use relevant hashtags. Link them to the content and your audience.
- Change your hashtag sets. Avoid using the same hashtags repeatedly across different posts.
- Create unique hashtags. Develop your own branded hashtags for easier navigation and differentiation.
Giveaways
Contests that encourage users to follow multiple accounts or take mass actions can now lead to reduced reach, temporary blocks, or even bans.
Why? Instagram is committed to improving the user experience. Giveaways often attract non-target followers who aren’t interested in your content, which harms engagement rates.
What Account Owners Should Do
If you’re hosting or participating in giveaways:
- Avoid mass mechanisms. Instead of attracting followers through multiple third-party accounts, adopt a more personal approach.
- Host targeted giveaways. Offer prizes that appeal specifically to your audience.
- Adjust the rules. Don’t ask users to follow multiple accounts or comment on every post.
Algorithm Changes
We have already discussed why Instagram may limit your account in 2025. But there’s good news: the platform’s algorithms are not only becoming stricter but also smarter, which means that the right actions can get you more coverage than ever before. Let’s take a closer look at what those actions should be. We’ve picked out five key innovations that can turn Instagram’s algorithms into your allies:
Carousels Are Rising to the Top Starting in early 2025, Instagram is giving special priority to carousel posts in recommendations. While Reels were previously the primary focus, now static posts with a selection of photos have become just as powerful tools for attracting new audiences. Platform representatives say that multi-page posts can hold users’ attention longer, meaning they are perfect for the new algorithm strategy of showcasing the most engaging content.
To make the most of this trend, create carousels with a wow factor. These could be:
- An interesting and compelling story
- Useful content in the “10 tips” format
- Comparisons or progressions (“before and after”, “how it works”), which are fun to watch until the end.
You need to intrigue users right from the start. The first frame should catch the eye, the second should pique their interest, and the last should create that “wow” effect, motivating them to like, save, or share the post.
And don’t forget about auxiliary features—add trending music to your post and tag your location. The more functionality you add, the greater the chances that Instagram’s algorithms will feature your carousel in recommendations.
Reposts Are the Key Promotion Metric Instagram is making an important change. Reposts are gradually becoming the main metric that influences content promotion. Previously, the main indicators of engagement were likes and comments, but now reposts show how valuable your content is to your audience.
This can be easily explained: the platform benefits from engaging as many people as possible with its content. Of all the ways to interact with a post (likes, comments, saves), reposts allow the social network to increase the number of active users and the time they spend on the platform.
Here’s how you can encourage your audience to share your posts:
- Create content people want to save or share with friends, such as checklists, inspiring quotes, or life hacks.
- Encourage actions directly or indirectly, but in a way that avoids restrictions.
- Focus on evoking emotions. Posts that make people laugh, surprise, or inspire are more likely to be shared.
For many of us, reposting will soon become a great way to organically grow your audience and show the algorithms that your content is more accessible. Focus on content people want to share.
Fewer Stories, More Views Starting in the new year, Instagram is changing its approach to Stories. Now, less is more. The algorithms are less likely to promote accounts that flood their audience with dozens of monotonous stories. Users are tired of long warm-ups, and the platform understands that.
Instead of posting 10+ daily stories, it’s better to publish 2-4 vibrant, engaging stories that grab attention from the first second and maintain the maximum viewer count until the end.
How to make your stories more effective:
- Grab attention immediately: Don’t waste energy on background stories and start engaging with your followers right from the first moment.
- Tell engaging stories: Instead of a collection of random frames, create a logical and intriguing chain of events.
- Add interactivity: Polls, quizzes, or response buttons are more engaging than just text or video.
In general, our new motto is “fewer stories, more benefits.” Reduce quantity, increase quality, and your audience will happily watch your stories from start to finish.
Keywords Over Hashtags Instagram continues to develop its internal SEO by focusing on the behavior of younger users. The buzzer audience (which makes up the majority of the platform’s users and a large portion of online shoppers) is increasingly turning to Google, preferring to search for the information they need directly on social networks. If you want to get organic traffic, you now need to thoughtfully write your post descriptions using relevant keywords.
Instagram’s algorithms analyze the text of posts and identify keywords that match users’ queries. These aren’t specific phrases, but rather specific words from your field that users most often use to search for content similar to yours. If you naturally and authentically include such words, your content will be suggested to audiences interested in that topic.
What should you do to get your content found?
- Use keywords relevant to your niche.
- Weave them naturally into the text: algorithms easily distinguish organic text from promotional expressions.
- Learn your audience’s language: Use the language they might type into search to get more views.
- Add details: The text description of posts is still actively read, but it’s important for it to be concise and engaging rather than formulaic.
By the way, SEO is developing not only on Instagram but also on TikTok and YouTube. Soon, social media search engines will be used for everything, so the better you understand your audience, the more likely they are to find you in the future.
Focus on Naturalness and Spontaneity The platform is increasingly focusing on live content—dynamic, sincere, and natural. Users are tired of perfect photos, studio shoots, and memorized texts. Today, authenticity, realness, and genuine emotions are trending (thanks in no small part to TikTok). So if you want to understand how to best grow on Instagram today, analyze the videos that get the most visibility on TikTok.
How to create live content:
- Shoot without complex settings: Simple, yet high-quality smartphone photography looks more familiar and natural to viewers than studio photography.
- Be honest: Avoid memorized texts and speak to your audience as you would in real life—it sounds more authentic.
- Share your failures and unpleasant sides: Talk about your mistakes or challenges along the way, giving your audience the feeling that you’re “on the same wavelength” with them.
- Show emotions: Genuine joy, sadness, or surprise—these things make the content come alive and help build a connection with your audience.
- Be flexible: Don’t be afraid to experiment by showing different sides of your business or project.
Apparently, the trend toward naturalness has been around for a while, so we can break free from the habit of perfectly framed shots. Whatever you do, don’t be afraid to be yourself—authenticity always wins over perfection.
Instagram is clearly committed to clearing out formulaic content and artificial activity from its feed, so it’s time to rethink its approaches and give followers more reality, more value, and more creativity.