Another Instagram Update? Here's What Your Brand Needs to Know for 2025
A couple weeks ago, Adam Mosseri, Head of Instagram, unveiled the platform’s roadmap for 2025, and the updates will have a significant impact on brands and creators alike. If you want to stay ahead of the curve, it's time to take notes. Here’s what’s coming and how to adjust your strategy to stay relevant.
AI-Powered Creative Tools
Instagram is leaning into AI in a big way. Expect new AI-powered features designed to streamline content production, making it easier for brands to create at scale. Whether it’s smarter editing tools, auto-generated captions, or AI-assisted recommendations, Instagram is prioritizing efficiency. The takeaway? Start integrating AI into your workflow now to maximize output without compromising quality.
Originality is King
If you’ve been relying on repurposing content from other platforms, it’s time to rethink your approach. Instagram is doubling down on prioritizing unique, high-quality content. This means that highly creative, engaging, and authentic posts will get preference in the algorithm. To stay ahead, focus on original storytelling and avoid cookie-cutter content.
"Send to a Friend" is the New Power Metric
Forget likes—Instagram is shifting focus to content that gets shared. The "Send to a Friend" metric is going to be a key performance indicator in 2025. If your content encourages direct sharing through DMs or reposts, you’ll see higher reach—even to users who don’t follow you. Craft content that sparks conversations, entertains, educates, or provides real value to ensure it gets passed around.
Engagement = Distribution
Community engagement has always been important, but Instagram is now making it a make-or-break factor in visibility. Comments, shares, and active discussions signal to the algorithm that your content deserves a wider audience. To leverage this, encourage meaningful interactions in your posts—ask questions, prompt discussions, and foster an active community.
What This Means for Brands & Creators
To thrive on Instagram in 2025, here’s what you need to do:
Create shareable content—focus on posts that people will want to send to friends.
Embrace AI-powered tools—experiment with new features that enhance your workflow.
Prioritize originality—generic content won’t cut it anymore. Invest in unique visuals and messaging.
Build community engagement—more interactions mean more visibility.
Adapt quickly—Instagram rolls out updates frequently. The faster you adopt new tools and trends, the better your chances of staying ahead.