Instagram Updates So Far In 2025: What You Need to Know

Instagram has kicked off 2025 with a wave of updates that are reshaping how brands and creators engage with audiences. At Thrive Marketing, we’re always keeping an eye on the latest digital trends so you don’t have to. Here’s a roundup of the most impactful changes to Instagram so far this year, and what they mean for your business.

A Fresh Look at Your Feed

Instagram’s algorithm has shifted to prioritise original content, giving creators and brands more visibility when they post something new and authentic. Reposts and recycled content are being pushed down the feed, so it’s time to get creative. Fresh, original content is more important than ever!

The profile grid has also had a makeover. Say goodbye to the classic square layout, Instagram now displays posts in a vertical format, optimised for mobile viewing. You can even adjust older posts with a new “fit or fill” tool to make sure your grid stays cohesive.

Reels Get a Boost

Reels continue to be a major focus, with several updates aimed at improving engagement and analytics:

• Longer Reels: More time to tell your story.
• Friend Engagement Restored: Likes and comments from friends are now more visible.
• New Insights: Metrics like *View Rate* and *Watch Over Time* help you understand how your content performs.

Creative Tools for Content Pros

Instagram has introduced Instagram Edits, a built in video editing tool that rivals CapCut. This means you can polish your content without leaving the app.

And if you want to post something without making a splash, you can now post quietly to your grid, perfect for evergreen content or aesthetic updates.

Messaging Made Smarter

Instagram Direct has levelled up with:

• Instant DM Translations: Break language barriers with ease.
• Message Filtering & Scheduling: Organise and plan your outreach like a pro.
• AI-Powered Comments: Meta AI now suggests comments with a “magic wand” button—great for quick engagement.

Business Tools & Analytics

For brands and creators, Instagram has added:

• Business Chat Labels: DMs from businesses are now clearly marked.
• Expanded Reels Analytics: More data to help you refine your strategy.

Algorithm & Moderation Updates

Instagram is now giving more weight to shares and saves, so content that resonates and gets passed around will perform better.

They’ve also phased out third party fact-checking and started removing inactive followers, which could lead to more accurate engagement metrics.

What This Means for You

These updates signal a clear direction: authenticity, creativity, and meaningful engagement are the keys to success on Instagram in 2025. Whether you're a brand, creator, or agency, now’s the time to adapt your strategy and make the most of these new tools.

Need help navigating the changes? Get in touch with us at Thrive Marketing (hello@thrivemarketing.ie), we’re here to help your brand grow, one update at a time.