Instagram Changes in 2025 | What’s new for Instagram
Instagram’s biggest changes in 2025 and what they mean for you
Instagram has constantly been evolving, but 2025 has started with major changes being announced.
As a social media manager, I’ve never seen a platform make these many changes at once.
It’s almost hard to keep up!
You think you’ve finally wrapped your head around the last changes.
Then they make massive announcements like this: the grid has changed, reels can be 3 minutes long, there’s a brand new editing app and much more.
To save you hours of scrolling, researching and reading, I’ve compiled a summary of all the Instagram changes announced in 2025 that you need to know about.
Let’s get into it!
Instagram revealed what might be hurting your reach
This is the handiest part most people love to hear about. You’re on Instagram to reach your audience, so you want to do everything possible to stay in front of them.
Here’s what Instagram shared that you need to avoid to gain maximum reach:
3rd party watermarks on your reels
Engagement bait (don’t mislead people to interact with likes, shares, comments or other actions)
Reels over 90 seconds
Non-recommendable content (don’t violate Instagram’s guidelines)
Posting content you didn’t make (don’t repost content already on Instagram, as they’ll only recommend the original)
The Instagram grid has gone vertical (and it’s a big deal!)
Since the beginning, Instagram has been a square grid, and that’s what we’re all used to seeing. This change has people divided – love it or hate it.
Instagram has moved from its iconic square profile grid to a 3:4 vertical format.
This means:
Your posts are no longer displayed as perfect squares
Any image or video you upload will get cropped to a 3:4 portrait orientation
4:5 images are cropped, cutting off the edges in your profile grid
Seamless panoramic or banner posts don’t align properly
Here’s what you need to do:
Avoid panoramic or side-by-side seamless images
Keep any text or design element away from the edges
Use the ‘adjust preview’ feature to fit your thumbnails to the new grid manually
Instagram Reels got longer (but is that a good thing?)
The jury is definitely out on this one. Instagram has now introduced 3-minute Reels, extending it from 90 seconds.
But is that a good thing?
Although Instagram says people like longer videos (e.g., on TikTok), there are still valid points about people loving short-form content and videos up to 15 seconds long being popular.
Longer Reels can be discovered via explore, search and suggested posts – but does that mean people will watch them?
Here’s what you need to do:
Don’t post long videos just because you can (unless it suits your brand), as people’s attention spans are still short
Keep your hook in the first 3 seconds to retain viewers
Use storytelling, behind-the-scenes content or ‘how-to’ or ‘step-by-step’ guides to keep your engagement high
You can read more about video marketing in my last blog.
Instagram is launching a new editing app – Edits
This new app (called Edits) is most likely a response to TikTok’s CapCut, allowing you to edit content directly in the Meta’s ecosystem.
Edits will be packed with advanced editing tools, creative features, and in-depth insights to improve content creation.
Here’s what you need to do:
Watch out for the official launch coming soon (it’s still rolling out)
Test its features to streamline your content creation directly on Instagram
Experiment with the creative tools to see how you can stand out from your competitors
Instagram Stories Highlights have moved
Instagram Stories Highlights have moved to your profile grid alongside your posts and Reels. They may even get their own tab.
The aim is to make your Highlights more visible and searchable.
Here’s what you need to do:
If you haven’t updated your Highlights in a while – now’s the time
Refresh old Highlights with updated, engaging content
Test how they look in the new profile layout
If you don’t need Highlights in your social media strategy, consider removing outdated ones
Instagram ‘Share’ counts are now visible
This seems like a small change, but it’s powerful: Instagram now displays the number of shares a post gets (next to the likes and comments).
This change has come around due to Instagram’s push for creating more shareable content.
Here’s what you need to do:
Create save-worthy and shareable content, like guides, tips, memes and relatable content
Use clear calls to action in your captions, encouraging followers to share your posts (but do it without tricks, or you’ll get flagged for engagement bait)
Your friends’ liked Reels are now public
Although this feels a tad like spying on your friends, Instagram says that you’ll get more ‘suggested’ content that you may like if your friends or colleagues have interacted with a Reel.
This could be great or it could stop people from interacting with Reels, as they don’t want their friends to see what they’re looking at!
In the upper right corner of the Reels feed, there is a button to see what your friends have viewed.
Here’s what you need to do:
Only watch Reels you’re not worried others will know you’ve watched!
Meta has removed all third-party filters & effects from Instagram posts
Instagram has removed all non-Meta filters and effects from Reels and Stories.
This means:
Any branded AR effects or creator-made filters are gone
There are only Meta-approved options now
Here’s what you need to do:
Check out the remaining Meta Instagram filters to find the best ones for your brand (especially if the ones you’ve loved and used are gone)
Get creative with the tools to keep your content visually appealing
But wait, there’s more – here are a few more new Instagram features rolling out
Instagram is also introducing:
New Reels insights – see view rates and views over time
Voice effects in DMs – add a variety of effects like helium, giant or robot or keep it your natural voice by selecting none
DM translations – easily translate any DM you receive (useful for global brands)
Business chat labels – helping you identify business conversations in DMs (like you can in Messenger)
Test file sharing in DMs – allowing you to send PDFs and documents via a DM
My final advice about the Instagram changes of 2025
Instagram’s updates in 2025 are game-changing, especially the new vertical grid, longer reels and expanding editing tools.
To stay ahead (if you can!):
Adapt your content to fit the new grid format
Be selective with longer reels – engagement still matters more than the length
Start testing Instagram’s Edits app
Focus on shareable content to take advantage of the visible share counts
I believe Instagram isn’t done! It will keep evolving, so your best option is to stay flexible, experiment and keep your content engaging.
Too many Instagram changes to wrap your head around?
Let's have a discovery call if all these Instagram changes have you rolling your eyes but still love (and need) this platform for your business.
As a social media manager, it’s my job to monitor these changes and help people like you stay in front of their audience on Instagram.
From creating content to posting and monitoring metrics, let’s work together to create an Instagram social plan that suits your business.
You can find out more about my Digital Marketing services right here.
I’d love to hear your thoughts on these new Instagram changes. Please feel free to post them in the comments below.