Is growing a following on Instagram still worth it in 2025?
Some say followers don't matter in 2025. Others swear they're more valuable than ever.
So what’s the truth? Should you still be put in the effort to build a following - or is it all just a useless number?
By the end of this letter, you'll know exactly where to focus your energy - and whether followers still matter for success in 2025.
Let’s dive in.
1) Do followers matter for the Algorithm?
Yes... and no.
It depends.
If you post on TikTok or Threads... not necessarily.
If you upload an AMAZING post to TikTok, it can get millions of views.
And if you post a bit worse post... it might not get seen by lots of people, even if you had millions of followers.
The same thing happens on Threads.
But what about Instagram?
If we compare 2025 and 2020... yes, the followers matter less now...
But that doesn't mean they don't matter.
The CEO of Instagram, Adam Mosseri, has said that your current followers are much more likely to see your posts compared to non-followers.
Yes, that doesn't guarantee your followers will see the post...
But it's much easier to get reach, and engagement, when you have an already existing audience.
And when your followers can see the posts more easily...
The more likely it is that they'll engage.
The more of them engage, the more non-followers will see the post...
Leading to more organic reach. :)
So simply put:
For TikTok, Threads, and some other platforms... no, they don't matter that much.
For Instagram & YouTube (where the followers/subscribers) are the most valuable... yes, they matter.
Where are we headed? Well, in a few years time I don't think the followers will matter to the algorithm as much as today...
But I'd say they will still to an extent.
Mosseri said they can show posts more easily to people who have "volunteered" to see someone's posts more by following them.
Aka - Instagram has more responsibility when it comes to what posts to show to people who didn't wish to see that stuff.
Make sense?
So, on Instagram & YouTube I see this mattering in the future too.
But even if they will matter less... it comes down to the quality of your posts.
If you're amazing at making posts, you'll do well. (Assuming you have optimized your account to have a great "trust score.")
So, get better at posts, and have your account optimized, and you'll be ready for whatever happens in the future.
But as of now and probably the few years to come... the followers will still matter for the algorithm.
Credibility & Authority
But even if the algorithm would not care at all about followers... the followers still matter.
The more followers you have, the more authority you have.
And having authority is such a huge leverage.
A large following signals trust and credibility, making you appear as an expert or leader in your industry.
I mean think about it.
I'm not someone who shows my followers immediately when I chat with a new person, lol.
But IF they find out I have 150k followers... they see me differently. Immediately.
The same thing with client work.
If I wanted to do a collab with a huge company... me having 150k followers can go a long way.
They're more likely to answer my DMs.
They're more open to my pitch.
And I'm more likely to get the collab done.
When you have lots of followers, doors open that were closed to you before.
You might get brands reaching out you never thought you'd get to work with...
(For me like Sony came and reached out to me.)
Or, you might get on podcasts more easily. (Like the BBC got me to talk of Northern Lights.)
You might get higher paying jobs as you are an authority figure.
And so on.
This sounds obvious but:
The more followers you have, the more status you have.
And the higher the status you have, the easier it is to achieve what you want.
Think about it.
Cristiano Ronaldo wants to make a collab with a hotel in Finland... vs you.
Who has an easier time landing that gig?
You try to land a paid gig to photograph in Finnish lapland... vs someone who has 500k followers.
Who has an easier time getting it?
Whether we like it or not, status matters in today's world. It always has - it always will. We're humans after all.
Social proof is a strong psychological trigger - people trust people with more followers.
LIVE Shopping
TikTok's Live shopping feature has been going incredibly well.
People are making a ton of purchases through the app during a live stream.
What other industry experts & I are seeing... is that Instagram will push out the feature too, pretty likely.
I mean, Instagram has stolen:
Stories (from Snapchat)
Reels (TikTok's idea)
Carousels with music (from TikTok)
Longer carousels (TikTok)
And the list goes on, lol.
So, as this is working so well for TikTok... why would they not steal that too?
And when you have a huge following on Instagram, you can leverage this even more.
Imagine you have a huge audience.
And imagine you have a product people can easily purchase through a Live stream on Instagram, as it's integrated so well.
You have thousands of people in the stream.
People buy the product... and they mention that in the chat.
This leads to even more urgency & FOMO for others to buy it.
And you only need a tiny percentage of the live viewers to buy the product to make great money...
This can be reality soon on Instagram too.
Yes, there's been a shopping feature on Instagram for a long time - but it not a live one. It's totally a different game.
So, I'd expect there to be changes soon.
Another reason to grow your following on Instagram. :)
Ads
This is probably the most obvious point...
But the more followers you have, the higher you can charge for ads.
Now, what industry you're in matters, of course.
But as an example, when I had like 3000 followers, I made a few ads for like €80? (Way too less.)
Now, I could do one for 5-figures.
Why haven't I done ads recently? Well... because:
1) I've sold my coaching - so it's not been "needed".
2) The ads need to be relevant. (Ideally about a product I already use.)
I don't want to make a random ad - (like of skincare products) that'd just hurt my reputation. I've rejected a ton of these.
But, imagine you had 150k followers - and you know you could charge 5-figures per ad.
I'm not saying that to flex that "I'm in so good position"...
But it's possible for you too.
And heck, with 10k followers you can also charge a lot... just depends also on how you've gained followers, how they engage, and how you've built your brand.
So simply put:
The more followers you have, the more you can also make from ads... but of course from your own services too (which is how I do it currently).
Networking
This links to the status game...
But when you have lots of followers, you can connect with your idols, celebrities etc more easily.
Heck, some might just come and randomly follow you.
I'm humbled to say I'm connected with most people I looked up to in the beginning when I started photography.
I've met some in person, some I've talked with over in a call, and with some in the DMs.
Sometimes, a huge authority figure follows me from somewhere around the world.
It might be an author, a podcast host, a singer, an Olympic athlete... and so on.
Like last week, a Finnish Frisbee champion reached out to me.
And I can recall when a singer everyone knows in Finland started following me in 2023.
And whenever I feel I want advice, or help from a leading person in an industry...
I have much easier time getting in touch with them.
This is a huge pro for having followers.
You get to connect with people you look up to... and become friends with many. :)
Summary
A following on Instagram matters in 2025, and will continue to matter despite possible algorithm changes.
If you currently HAVE a following... and aren't getting good reach...
You might be making mistakes when it comes to the algorithm.
Or - (prepare for it) your posts aren't good enough, yet.
If you lack a following... then it's a matter of optimizing your profile, and making posts that Instagram loves pushing forward.
If you're interested in:
1) Getting more organic reach easily
2) Getting dream brand deals
3) Monetizing what you love
4) Connecting with people you admire
5) Have authority as an expert in what you do...
I'd definitely build a following and a brand on Instagram.
It won't get easier from here. Now is the best time to start.
If you'd like my help to stand out, build a strong brand and grow a following with my proven formulas...
Fill out an application to work with me here.
Talk soon,
Hugo
P.S. Are you still doubting is it possible to grow on Instagram in 2025?
If yes, watch this YouTube video I've made.
