🎧 Listen to this blog post as a Podcast instead - How the Instagram Algorithm Really Works in 2025 (for Handmade Business Owners)

Hey handmade boss 👋

Feeling like you’re doing all the right things on Instagram but still not getting the reach or engagement you hoped for? You’re not alone — and you’re definitely not doing anything wrong 💛

In this episode, I’m lifting the lid on how the Instagram algorithm actually works in 2025... in simple, no-fluff terms, just for makers like you. Whether you sell on Etsy, your own website, or at markets and fairs, this is the behind-the-scenes peek you’ve been waiting for 🔍✨

We’re chatting about:

📌 What Instagram is focusing on right now

🚫 Why some posts flop (and how to turn it around)

💥 The biggest mistakes handmade sellers make

📈 Easy, feel-good tips to boost your visibility without the stress

This isn’t about chasing trends or burning yourself out. It’s about working with the algorithm so your beautiful creations can shine in front of the right people 🌟

You’ve got this — and I’ve got you 💕

👉 Want ready-made content support each month?

Check out Social Media Sidekick — your done-for-you content plan, made just for handmade business owners:

🔗 Join Social Media Sidekick → https://www.handmadebosses.com/sms 
🔗 Follow on Instagram → @handmadebosses https://www.instagram.com/handmadebosses/

Feeling Stuck on Instagram? Here’s What the 2025 Algorithm Wants You to Know 

Let’s be honest — Instagram can feel like a full-time job. One week your reels are flying, the next week it’s like you’ve been shadow banned (again).

If you’ve been feeling like the algorithm is working against you, you’re not alone. But the truth is, the algorithm isn’t out to ruin your reach — it just has a very specific job. And when you understand what it’s trying to do, you can start to use it to your advantage.

In this blog (and this podcast episode), we’re breaking down how the Instagram algorithm actually works in 2025, and what you can do to grow your handmade business with less guesswork and more ease.

What Even Is the Algorithm? 

The Instagram algorithm is basically a matchmaking tool. Its job is to get the right content in front of the right people — the stuff they’re most likely to watch, like, comment on, share, or save.

It looks at a few things to decide who sees your content:

 • What your post is about (your caption, hashtags, text on screen, keywords in your audio)

 • How people interact with it (views, likes, comments, shares, saves)

 • How your audience has interacted with you in the past

 • What kind of content your audience usually engages with

So if your people tend to save tips, your tip-style posts are more likely to get pushed out. If they love relatable reels, Instagram will try to serve them more of that from you.

What the Algorithm Loves in 2025 

Here’s what’s performing well right now, especially for handmade product-based businesses:

1. Short, Punchy Reels 

Reels under 10 seconds with a clear hook are still one of the best ways to get seen by new people. Especially if you pair it with a trending sound or a relatable moment.

2. Carousel Posts 

These are great for educational, inspirational, or storytelling content. Instagram sees people swiping as engagement, and the more they engage, the more your post gets shown.

3. Saveable + Shareable Content 

Think: “5 Mistakes Handmade Sellers Make” or “Packaging Tips for Small Shops.” If it’s helpful, relatable, or inspiring, it’s more likely to get shared or saved — and that tells the algorithm your content is worth spreading.

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How to Make the Algorithm Work For You 

You don’t have to dance. You don’t have to post three times a day. But here’s what does help:

✅ Be Consistent 

You don’t need to post every day — but pick a rhythm you can stick with. Whether it’s 3 times a week or 5, the algorithm rewards consistency over chaos.

✅ Use Captions That Start Strong 

The first line of your caption needs to hook your audience in. Think of it like the subject line of an email — it needs to make them want to read more.

✅ Lean Into What Works 

Use your insights. See which posts are getting saves, shares, or profile visits — and create more content like that.

✅ Mix Your Content 

Use a balance of reels, carousels, single image posts, and stories. Different people engage with different formats, and the algorithm notices when you give variety.

What About Hashtags? 

Hashtags still help, but they’re not everything. Focus more on the content itself, and use hashtags that are specific to your audience and niche.

For example:

 • Instead of #handmade, try #handmadeweddinggift or #ceramicplanteruk

 • Use a mix of niche, location-based, and audience-focused tags

One Final Thing — Don’t Make It All About the Algorithm 

You’re not here to please a robot. You’re here to connect with real people who will love what you create.

So yes, post with purpose — but also post with heart. Your energy, story, and passion matter just as much as your strategy.

🎧 Want to hear the full chat? 

Listen to the episode: How the Instagram Algorithm Really Works in 2025

Need help staying consistent on Instagram without the burnout? 

If you’re in Social Media Sidekick, your templates are designed to tick all the algorithm boxes and connect with your audience — so you don’t have to figure it out on your own.

Love Steph & Team HB xox

👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you! 

🧡 I'll help you to start an Etsy shop, Etsy ads, show you how to sell more on Etsy, get to grips with Etsy SEO, Etsy branding, Etsy product ideas, finding your target market, identifying your niche and many many more.

🛍️ If you have an Etsy shop or your own website selling handmade products, or want to start one, this is THE channel you need to be subscribed to!

💰 I help makers start, run and scale their handmade businesses. Turning them from an expensive hobby to profitable businesses making 4 and 5 figure months on Etsy and your own website.

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✨ Work with us for deeper transformative results

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That’s all for now! Be sure to subscribe and follow us on IG for announcements of new videos, workshops, content and more.