2025 INSTAGRAM CONTENT PLAYBOOK

Summary from the TLDR Marketing newsletter

An analysis of 700M IG posts from January to June 2025 showed that posting frequency is the strongest predictor of account growth across all follower tiers. Reels drive reach for smaller accounts under 50K followers, while carousels outperform Reels in engagement for larger accounts, with the gap widening for accounts over 500K followers. Optimal posting is 8 PM on Wednesday and Friday. Trial Reels allow safe testing, scheduling maintains consistency, and influencer collaborations generate three times more engagement than brand posts.