Whether you’re a savvy social media marketer or a business owner reluctantly juggling your brand’s Instagram, growing your following in 2025 can feel like trying to nail jelly to a wall. The algorithm’s always changing. Audiences want more video, more value, and preferably yesterday.
What worked two years ago? Probably not today. And posting every day “just to stay visible” won’t cut it anymore.
At Born Social, we’ve helped brands across Australia and the U.S. go from ghost town to growth engine without spammy tactics or gimmicks. This guide shares what’s working now to grow Instagram followers organically—with practical strategies rooted in today’s trends, not yesterday’s hacks.
Let’s get into it.
Key takeaways:
1. Followers don’t come from posting more. They come from posting smarter.
2. Reels and Collab posts are your best friends in 2025.
3. Consistency still beats perfection.
4. Community > vanity metrics.
5. Track performance, test often, and optimise.
The Algorithm Has Changed – So Should You
Gone are the days when a well-curated grid could carry your entire Instagram strategy. In 2025, the algorithm rewards relevance over aesthetics. That means content that sparks real interaction (saves, shares, and meaningful comments) is what gets pushed.
Reels are still king. They’re fast, engaging, and reach beyond your current audience. But it’s not about dancing anymore (unless that’s your thing). Think quick tutorials, authentic behind-the-scenes moments, and snappy storytelling, all paired with trending audio and on-screen captions.
Collab posts are your organic reach cheat code. Co-authoring content with creators, clients, or even team members helps you tap into their audience while doubling your credibility.
Not sure where to start? Use your Instagram Insights to spot what content drives the most action, then do more of that.
For more smart tips that align with the algorithm, check out our guide on how to increase Instagram post impressions.
Build a Community, Not Just a Following
Chasing followers is tempting, but building a community is where real results come from.
In 2025, Instagram’s algorithm favours content that creates conversations. That means the more your audience engages, the further your reach. But you have to give them something worth responding to.
Reply to comments. React to Stories. Like and share your followers' content. These small actions build trust and make your brand feel human, not just another business in the feed.
Use engagement tools like:
• Polls, quizzes, and sliders in Stories
• Live Q&As to show the face behind the brand
• Collab posts that bring in shared audiences
The goal? Create content that invites a response, then show up to continue the conversation.
Need help building a community-driven Instagram strategy? Work with our Instagram experts and grow organically.
Plan Your Content, Then Test Everything
Posting randomly isn’t a strategy, it’s a guess. And in 2025, guesswork won’t cut it.
Start with a content calendar. Tools like Meta Business Suite, Metricool, or Later make it easy to map out content that aligns with your goals. But don’t stop at planning. Testing is where growth happens.
Test different:
• Captions (short vs. long, question-led vs. value-packed)
• Cover images (especially for Reels and carousels)
• Posting times (your audience may have changed their habits)
Even something as simple as changing the first line of a caption can impact reach and engagement.
The key? Review your analytics weekly. Double down on what’s working, and tweak what isn’t.
Want expert support to build a smarter, more strategic content plan? Talk to our Instagram team and we’ll help you optimise for growth, not just likes.
Focus on Reels, Not Just Static Content
Still relying on grid photos alone? You’re missing Instagram’s biggest discovery tool.
In 2025, Reels remain the top format for organic reach, especially when paired with trending audio and snappy storytelling. Reels are short, fast, and easily shareable. They’re how users discover content outside their feed.
Make your Reels count by:
• Hooking viewers in the first 3 seconds
• Using on-screen text for accessibility
• Adding music that’s trending in your niche
• Delivering a takeaway—educate, inspire, entertain
Collab Reels are even better. They allow you to share audiences with a partner brand, creator, or customer. It’s an organic growth multiplier that doesn’t cost a thing.
Not sure where to start? Repurpose your top posts into video format and use Reels to test what resonates.
Hashtags, Geotags, and Alt Text – Use Them Wisely
Hashtags may not be the silver bullet they once were, but when used strategically, they still matter.
In 2025, think of hashtags as part of your content's metadata. They help Instagram understand and categorise your posts. Use a smart mix of:
• Branded hashtags (e.g. #BornSocial)
• Niche-specific tags (e.g. #MelbournePhotographer)
• High-volume, relevant tags (e.g. #SocialMediaTips)
But don’t stop there.
Geotags improve visibility for local businesses and make posts more discoverable in area-specific searches.
Alt text isn’t just for accessibility. It also boosts searchability. Write short, descriptive alt text for each post to improve indexing and support visually impaired users.
Need inspiration for what hashtags to try? Check out our list of the Top 10 E-commerce Hashtags for Instagram (especially helpful for retail and online stores!).
Track What’s Working, Then Do More of It
Forget guesswork. Your Instagram Insights and Meta Ads Manager are goldmines for understanding what’s resonating.
Look beyond likes. Track:
• Saves (content worth revisiting)
• Shares (content worth spreading)
• Follows (content converting browsers to fans)
• Reach (content gaining visibility)
Group your content into performance themes, such as educational, entertaining, behind-the-scenes, and double down on what drives real engagement.
If a Reel with a “before/after” hook worked once, try it again in a different format. If a poll in Stories spiked responses, make it a weekly habit.
And most importantly? Be patient. Organic growth takes time, but with smart testing and iteration, you’ll build a stronger, stickier following.
Need help translating your data into growth? Explore our Instagram services. We help brands turn insights into impact.
Conclusion: Want Organic Growth That Actually Works?
There’s no magic wand for building a loyal Instagram following in 2025, but there is a method.
Focus on content that connects. Use Reels and Collabs to spark discovery. Optimise your bio, test your content, and most importantly, stay consistent!
Need help tightening up your bio to make the most of new traffic? Here’s how to write the perfect Instagram bio for your brand.
Whether you're a brand juggling it all in-house or a marketer looking to scale smarter, the key is strategy, not hustle. And if you need a partner to help you put that strategy into action?
Get in touch with Born Social. We help businesses across Australia and the U.S. turn scrolls into sales.
FAQs
1. What’s the best time to post on Instagram in 2025?
It varies by audience, but evening hours (6–9 PM local time) tend to perform best. Use Instagram Insights to test and refine based on when your followers are most active.
2. Do hashtags still work?
Yes, but they’re not everything. Use 5–10 relevant hashtags per post, mixing high-traffic, niche, and branded tags. Combine with keyword-rich captions, geotags, and alt text.
3. Are Reels better than Stories?
Both serve different goals. Reels drive reach and discovery, while Stories build engagement and trust with existing followers. Ideally, use both, but prioritise Reels for growth.
4. How long does it take to grow an Instagram following organically?
With consistent posting (3–4 times per week), clear branding, and community-building, you’ll typically see meaningful growth within 3–6 months.
5. Should I still use Collab posts?
Absolutely. They’re one of the most effective (and underused) ways to grow in 2025. Collabs let you reach new audiences with built-in trust, without spending on ads.