Instagram has been rolling out a slew of new features and updates to keep the platform fresh and engaging. For businesses aiming to enhance their online presence, staying updated with these changes is crucial. Let’s dive into some of the most noteworthy updates shaping the Instagram experience in 2025.
1. Edits: Instagram’s New Video Editing App
In response to the evolving landscape of short-form video content, Instagram introduced “Edits,” a standalone video-editing app designed to enhance the creative capabilities of its users. This app offers a comprehensive suite of tools, including AI-powered animations, generative captions, and a variety of overlays like text, sound effects, filters, and stickers. Users can craft videos up to 10 minutes long, providing ample space for creativity. Additionally, “Edits” features a dedicated tab for trending audio and inspiration, as well as analytics for Reels, allowing creators to fine-tune their content strategies. As of now, “Edits” is available for free pre-order on the App Store, with an expected launch in February.
2. Redesigned Profile Grid
Instagram has revamped its profile grid, shifting from the traditional square thumbnails to a 4:5 rectangular aspect ratio. This change aims to better showcase vertical photos and videos, which have become increasingly prevalent on the platform. While some users appreciate the enhanced display for their content, others have expressed concerns about the impact on carefully curated profiles. In response, Instagram is developing tools to allow users to customize their thumbnails, ensuring that creators maintain control over their profile aesthetics.
3. Story Highlights Integration
To declutter profiles and provide a more streamlined experience, Instagram is testing the integration of Story Highlights into the main profile grid. Currently displayed as circles at the top of profiles, Highlights may soon have a dedicated tab, similar to the existing tabs for Reels and tagged photos. This move aims to simplify navigation and give users more control over how their content is organized and presented. Additionally, Instagram plans to introduce a feature that allows users to post directly to their grid without the content appearing in their followers’ feeds, offering more flexibility in content sharing.
4. Friends’ Activity on Reels
In an effort to foster community engagement, Instagram has added a feature that displays which friends have liked or commented on Reels. Accessible through the Reels tab, users will see profile pictures of friends who have interacted with a video, and tapping on these icons will reveal a feed of Reels liked by their friends. This update encourages users to explore content endorsed by their social circle, enhancing the social aspect of content discovery.
5. Algorithm Insights and Content Ranking
Understanding the mechanics behind content visibility is crucial for creators aiming to maximize their reach. Instagram’s algorithm prioritizes content based on several key factors:
- Watch Time: The duration users spend viewing a post.
- Likes: The number of likes relative to the post’s reach.
- Shares (Sends): How often a post is shared with others.
For content targeting existing followers, likes play a significant role in determining reach. Conversely, for reaching new audiences, shares are more influential, as they indicate content that resonates beyond the immediate follower base. Interestingly, comments are not a primary factor in this ranking system, suggesting that while engagement is multifaceted, certain interactions weigh more heavily in content distribution.
6. Emphasis on Original Content
Instagram is placing greater emphasis on original content by updating its algorithm to prioritize posts from original creators over reposted material. This shift aims to support emerging creators and ensure that unique content gains more visibility. By focusing on originality, Instagram encourages creativity and provides a more authentic experience for users.
7. Extended Reels Duration
Recognizing the demand for longer-form content, Instagram has extended the maximum length of Reels to three minutes. This update allows creators to delve deeper into topics, share more comprehensive stories, and engage audiences with richer content. The flexibility to create longer Reels opens new avenues for creativity and storytelling on the platform.
8. Personalized Chat Features
To enhance the messaging experience, Instagram has introduced features such as live location sharing and the ability to assign nicknames to friends within chats. Live location sharing allows users to share their real-time location with friends for up to one hour, enhancing coordination and safety. The nickname feature adds a personal touch to conversations, allowing users to customize how their friends’ names appear in chats.
9. New Sticker Packs
Instagram has expanded its sticker offerings with 17 new sticker packs, totaling over 300 stickers. These can be used in chats, marked as favorites, and even created using cutouts or AI. The new stickers provide users with more expressive tools to enhance their interactions and add fun elements to their messages.
10. Profile Cards
Instagram has introduced profile cards, a feature that allows users to share a snapshot of their profile with others. This can be particularly useful for networking and promoting one’s Instagram presence across other platforms or in real-world interactions. Profile cards provide a quick and visually appealing way to share one’s Instagram handle and encourage others to connect.
These updates reflect Instagram’s commitment to evolving with user needs and industry trends. By enhancing creative tools, refining content discovery, and fostering community engagement, Instagram aims to provide a dynamic and user-centric platform for its global audience.