How to Actually Grow on Instagram in 2025

Read Time: 3 minutes 47 seconds

Hey - Robert here.

In today’s edition:

• The only metric that matters for virality

• How to streamline the content creation process

• New app that everyone should be using

Let’s be honest.

The recycled “growth hacks” from 2023 aren’t cutting it anymore.

We’ve all seen the same tired advice:

• Use 3-12 hashtags

• Post Reels with trending audio

• Use Instagram video effects

But here’s the truth:

These general suggestions might earn you a few likes…

But they won’t build you a real brand or consistent growth.

Because Instagram has changed.

And the strategies that worked 24 months ago are dead.

So, for the past 4 months, I’ve been studying and analyzing what’s actually driving growth in 2025.

And I’ve identified 3 major shifts you need to know if you want to grow in 2025.

Let’s dive in.

1. The Most Important Analytics Metric

Views no longer drive growth.

Shares do.

Because shares tell Instagram 3 powerful things:

• Your content brings people back to the app

• It starts new user sessions

• It boosts time-on-platform (aka ad revenue)

And the algorithm rewards anything that increases ad revenue.

So, here’s how virality actually works:

• You post content → people share it with friends

• Friends open Instagram → start a new user session

• Instagram sees that → pushes your content further

That’s why share rate is your #1 growth metric in 2025.

Here’s what you need to know about share rate:

1. 5%+: Predictable Virality

2. 3-5%: Strong Growth Potential

3. <3%: Average performer

To calculate it: (Total Shares / Total Views) × 100

Or you can skip the math - I’ll show you a tool that does it for you in point #3.

But how do you actually increase your share rate?

You can use this proven 3-part framework:

• Start with a unique angle

  → The viewer should perceive your content as something new or valuable

• Broaden your appeal
  → Speak to more people without losing your niche

• Create a strong opening hook and script
  → Without a strong foundation, nobody will stick around

Before you use it, you must understand one thing:

You won’t go viral every time, and anyone who promises that is selling you a dream.

But this is the formula that gives you real shots at outsized growth.

So, use it strategically.

2. Repetable Content Series

This might be the biggest cheat code for growth in 2025:

Content series that turn your posts into binge-worthy episodes.

We’re seeing creators explode by turning a single idea into a system.

Real examples from the best creators:

• Chloe Shih (hit 1M followers in less than a year)

• Mylene Mae (grew to more than 530K followers)

• Ken Tjandra (has gained more than 480K followers)

And no, you don’t need to label it as “Day 1,” “Day 2,” etc.

A series can be as simple as posting consistently around one topic, with a repeatable style and structure.

Why it works:

• Predictability builds momentum: Your audience knows what to expect and keeps coming back.

• Familiarity builds trust: The more someone sees your style, the more they trust your message.

• Reduces content fatigue: You never need to start from scratch because you’re using a proven format.

This is a great content system to avoid burnout and maximize your reach.

Here’s how to use it:

• Pick 1 strong topic: What’s something your audience would want to see every single day?

• Choose a format you can sustain: Pick what fits your style and available resources.

Here’s my advice:

You can start with a mini-series (3-7 episodes).

From there, see what sticks and if you’re able to sustain it.

Then build it into a daily or weekly series that your audience looks forward to.

3. The App Everyone’s Using Wrong

Now, this might sound controversial…

But the new Meta app, Edits, might be the most useful-yet-useless app of 2025.

Why?

Because while everyone thinks it’s just for video editing…

They’re completely missing its real value.

Sure, the editing features are fine (at best).

But where Edits truly shines?

Advanced analytics Instagram doesn’t show you

Inside Edits, you get access to key metrics Instagram keeps buried:

• Share Rate

• Viewer Retention

• Average Watch Time

• Engagement Graphs (frame-by-frame)

These are the metrics top creators use to optimize content at scale.

You can use it to:

• Compare your best vs. worst-performing posts

• Build your content strategy around data

• Research top-performing videos in your niche

Most people use Edits for quick reels.

Smart creators use it as a research lab (and I’m one of them).

If you change how you see this app…

It might become your secret weapon.

P.S. Want feedback on your page or recent post?

Just hit reply to this email and drop your IG handle.

I’ll personally review one and send you a few ideas you can test this week.

Talk soon,

Robert