Adam Mosseri’s latest strategy shifts the spotlight from volume to value, with a focus on smart, shareable content that actually connects. From prioritising saves over likes to designing remixable posts that spark conversation, Instagram’s future is clear: be intentional, not impulsive.
May 15, 2025
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Social media trends move fast but Adam Mosseri’s Instagram Strategy is built to last.
In 2025, he’s shifting the focus from trend-chasing to smart, intentional content which actually connects. So what’s working now?
Let’s break it down.
Gone are the days of mass-posting just to stay relevant. According to Mosseri, creators and brands alike should now be focusing on quality, not quantity. The algorithm in 2025 rewards content that’s genuinely engaging, not just frequent. That means crafting posts with care — whether it’s an insightful carousel, a personality-led Reel, or a clever meme that’s got shareability written all over it.
The golden rule? Don’t post for the sake of it. Post because you’ve got something worth saying.
Likes might be the vanity metric of the past, but in today’s social climate, it’s all about deeper forms of engagement. Mosseri points out that “sends per reach”, a stat that tracks how many people are sharing your content, is a strong signal of how valuable your posts really are.
In other words: the more your content is passed around in group chats and shared to Stories, the more the algorithm pays attention. So when planning content, ask yourself: Would I send this to a mate?
Reels continue to dominate Instagram’s landscape, and Mosseri has been vocal about their impact on platform growth and engagement. But here’s the catch it’s not enough to just post a video for the sake of it. You’ve got to hook your audience in the first few seconds, and give them a reason to watch through to the end.
Use captions, storytelling, and quick cuts to keep things moving. And if the video has replay or share value? Even better.
A huge part of Instagram’s evolution in 2025 is about community and collaboration. Mosseri encourages creators to make their content easy to interact with whether that’s through the Collabs feature, remixable Reels, or encouraging responses in comments or DMs.
Think about ways to invite participation: “Add yours” stickers, question prompts, or trends people can join in on. If your content opens a conversation or inspires a follow-up post, you’re on the right track.
Video might steal the spotlight, but carousels quietly keep audiences hooked. They’re great for storytelling, tips, and visual journeys and Instagram’s algorithm loves them. If someone skips the first slide, the platform might resurface the next. Use that to stay in their scroll.
With the rise of AI tools in content creation, there’s growing concern about losing the human touch. Mosseri's message is clear: transparency matters. Instagram now encourages users to label AI-generated content, and audiences are increasingly seeking out creators who show up as themselves.
At its core, social media is still social. And that means your content should feel like it’s coming from a real person, not a chatbot.
Adam Mosseri’s 2025 strategy isn’t about reinventing the wheel, it’s about refocusing on what matters: creating content that connects on a human level. It’s a timely reminder for brands and creators to prioritise purpose over trends.
At Serotonin, we take a strategic, insight-led approach to content. We craft campaigns that resonate, decode performance metrics to uncover what works, and help brands build communities that last.
Looking to build a strategy that delivers real results? Let’s start the conversation, get in touch today.
