Organic vs Paid Growth on Instagram: What’s Changing
Instagram has always been one of the most powerful platforms for brands, creators, and businesses. But over the last few years, the way growth works on the platform has changed dramatically. The traditional approach of simply posting consistently and using hashtags is no longer enough. Algorithms have evolved, user behavior has shifted, and Instagram itself has introduced new features that change how people discover content. Today, both organic and paid growth strategies look very different compared to the past. Understanding what’s changing—and how to adapt—is essential for anyone looking to grow effectively on Instagram in 2025 and beyond.
The Shift in Organic Reach
Organic reach on Instagram has been declining for years, but the reasons behind this trend have changed. Initially, it was due to algorithmic updates prioritizing meaningful connections and high-quality content. Now, the shift is deeper: Instagram wants you to use more types of content and engage longer on the platform. So the platform rewards creators who diversify their content formats rather than relying on standard posts.
Reels have become the primary driver of organic growth. The Reels discovery feed pushes content to non-followers, giving accounts more visibility than regular posts ever could. Still, the competition for attention is intense. Users scroll faster, expect more entertainment, and want content that either solves a problem or provides instant value. Carousel posts have also made a comeback, especially when they deliver bite-sized education or storytelling. Meanwhile, stories continue to be powerful—but mainly for engagement and community building, not reach.
Most importantly, Instagram’s algorithm now heavily favors watch time, saves, shares, and repeat views rather than likes or follower count. This means accounts with highly engaging micro-niche content can outperform larger pages simply by creating content users love to revisit and share. Organic growth today is less about posting everything and more about posting what people actually care about.