Instagram’s CEO Just Revealed How the Algorithm Actually Works in 2026

Instagram’s CEO, Adam Mosseri, has recently shared new insight into how the platform’s algorithm works and where it is heading.

For businesses and marketers, the message is clear: Instagram has fundamentally changed.

What worked even two years ago is no longer what drives reach today. The platform is prioritising content that people genuinely engage with and share.

Here are the key takeaways.

1. Shares are now more important than likes

One of the biggest signals in Instagram’s algorithm today is shares, particularly when people send posts to each other through direct messages.

If someone sends your post to a friend, Instagram sees that as meaningful engagement.

This means content that sparks conversation performs best.

Think:

• Relatable posts
• Helpful advice
• Strong opinions
• Funny or surprising content

The goal is no longer simply to get likes. It is to create something people feel compelled to pass on.

2. Watch time drives reach

For video content, especially Reels, watch time is now the most important metric.

Instagram prioritises content where viewers stay engaged for longer. If people scroll away quickly, reach drops.

That makes the opening seconds critical.

Strong hooks, curiosity and storytelling all help keep people watching.

3. Hashtags are no longer a growth strategy

For years marketers relied on hashtags to boost visibility.

Mosseri has clarified that hashtags do not significantly increase reach. Their main role now is categorisation.

Instead, Instagram is focusing more on keywords in captions.

In simple terms, Instagram is becoming more like a search engine.

4. Authentic content is outperforming polished content

Highly produced social media posts are becoming less effective.

Users increasingly respond to authentic, human content.

Behind the scenes content, founder stories, honest opinions and educational insights are all performing strongly.

This shift reflects a wider trend across social media where audiences are looking for real connection rather than perfection.

What this means for brands

The biggest opportunity for businesses is that success on Instagram is no longer about production budgets.

It is about ideas.

Content that performs well today tends to be:

• Insightful
• Entertaining
• Opinion driven
• Relatable

Brands that show personality and expertise will outperform those that simply post polished promotional content.

The bottom line

Instagram’s algorithm now rewards content that people:

• Watch
• Share
• Talk about

For businesses, the strategy should move away from simply posting attractive visuals and towards creating content people actually care about.

The brands that understand this shift will be the ones that grow.

If you want help building a social media strategy that works with the algorithm rather than against it, get in touch with the team at JJM Creative.