Instagram boss Adam Mosseri posted a run of algorithm explainers, rounded up by Social Media Today. He named four principles. Originality: Instagram favours the original creator over reposts. Recency: newer posts get more exposure. Breaking content: Instagram shows posts from small creators to non-followers to test how people react. Model size: Instagram now runs bigger AI models that weigh more signals across more posts.
He also said the feed runs roughly in chronological order because recency carries so much weight, and that creators chasing reach should watch engagement rate over raw views or likes. Trial Reels, which go to non-followers first, came up as a way to test ideas.
This backs up how we run organic. Treat it as a testing lab: post original work often, try different angles, then put paid money behind the outliers. Reposting other people's videos or recycling the same clip will cost you reach. Your B.R.A.I.N.™ should hold the list of angles to test, so you never run out of original ideas.