Writer : Dudung

The new algorithm prioritizes friends over followers. We’ll show you how brands can hack this shift.

Remember when the “For You Page” was a cultural moment, a new way to discover content? Now, Instagram is pivoting back to what made it famous in the first place: friends. 

With declining organic reach and average engagement rates dropping to 0.50% in 2025, the old playbook of traditional ads and follower counts simply isn’t working anymore.

The New Algorithm: Why Friends are the Best Algorithm

Instagram’s new features are a clear signal of this change. The Friends Map allows users to discover content based on their friends’ locations, while the repost feature lets them amplify content they genuinely love. 

This isn’t just about sharing; it’s about peer-to-peer endorsement. We’ve found that word-of-mouth marketing drives almost 5x more sales than paid ads. 

With 93% of marketers agreeing that user-generated content (UGC) is more trusted than brand-created content, this is the future of brand discovery.

Instagram Friends-Era Framework
This is what the discipline looks like visually! 

Actionable Strategies for Your Brand

To thrive in this new landscape, brands must stop acting like broadcasters and start becoming participants in culture. It’s time to create content that people want to share with their friends.

• Become Repost-Worthy: Create content that is genuinely helpful, funny, or inspiring. 

• Embrace the Hyperlocal: Use the Friends Map to host location-based events and collaborate with local creators to drive real-world foot traffic.

• Invest in Micro-Communities: Collaborating with them can spark a chain of authentic word-of-mouth marketing.

In the Instagram marketing 2025 landscape, your brand’s success is more about what others say about you. What will you do to adapt?

For a tailored influencer marketing strategy 2025 that leverages real consumers and authentic storytelling, explore our services at Eden Creative Network.