Big Moves by Instagram in 2025: What Every User and Brand Must Know
As the digital landscape continues to evolve, Instagram remains at the forefront of innovation, ensuring that users and brands alike benefit from cutting-edge features and enhanced experiences. In 2025, Instagram introduced several significant updates that have reshaped the platform’s functionality, aesthetic, and overall engagement. For businesses and digital marketing companies like Creative Turtles, these changes present new opportunities to connect with audiences and leverage the platform for impactful campaigns. Here’s a breakdown of Instagram’s latest updates and how they compare to older features.
- Vertical Rectangular Profile Grid: A New Aesthetic Era
Instagram has moved away from its classic square profile grid, opting instead for a vertical, rectangular format. This change aligns with the growing dominance of vertical content, particularly videos, on the platform.
- 2025 Update: Posts now support a 4:5 aspect ratio, allowing vertical photos and videos to occupy more screen space. The recommended size is 1080 x 1350 pixels.
- Previously: The grid was restricted to square posts (1:1 aspect ratio), sized at 1080 x 1080 pixels. While visually consistent, this format often required cropping.
For brands, this update allows more creativity in content presentation, especially for showcasing products or services.
- Full-Screen Content: Immersive Engagement
To compete with platforms like TikTok, Instagram has adopted a full-screen immersive format for posts and Reels. This enhances user engagement by making content more interactive and visually captivating.
- 2025 Update: Reels and videos now default to a 9:16 aspect ratio, optimized for full-screen viewing. The recommended size is 1080 x 1920 pixels.
- Previously: Videos were embedded with visible borders, limiting their impact and immersion.
For digital marketers, this format provides an excellent opportunity to create dynamic, scroll-stopping content that resonates with target audiences.
- Reels with a Personal Touch: The “With Friends” Feature
Instagram has introduced the “With Friends” feature in the Reels tab, a new way for users to discover videos liked by mutual friends. This creates a more personalized and socially engaging experience.
- 2025 Update: The “With Friends” feed is algorithm-based, curating Reels from public accounts that align with a user’s interests and mutual connections.
- Previously: Engagement was limited to a general feed where mutual interactions weren’t highlighted.
For brands, this update emphasizes the power of social proof. Encouraging followers to like and share your Reels can amplify your reach.
- Chronological Feeds Make a Comeback
After years of algorithm-driven feeds, Instagram has reintroduced chronological options, giving users more control over their viewing experience.
- 2025 Update: Users can toggle between “Following” (chronological posts from followed accounts) and “Favourites” (a curated list of accounts).
- Previously: Content was exclusively algorithm-driven, prioritizing engagement over recency.
This change offers brands a fresh chance to reconnect with audiences who value timely updates.
- AI-Powered Video Editing Tools
Instagram has taken creativity to the next level with advanced AI tools that make video editing seamless and accessible.
- 2025 Update: Users can edit videos by changing outfits, backgrounds, and adding accessories using simple text prompts.
- Impact for Brands: This feature simplifies content production, enabling businesses to create visually stunning campaigns without extensive resources.
- Augmented Reality (AR) Integration
Instagram’s enhanced AR capabilities are transforming how users interact with content, particularly in the realm of e-commerce.
- 2025 Update: Features include virtual try-ons for fashion items and interactive AR games. Users can engage more deeply with products and services.
- Impact for Brands: AR tools create immersive shopping experiences, helping businesses showcase their offerings more effectively.
- Enhanced Shopping and Analytics
Instagram has streamlined the shopping experience while offering creators and brands better insights into their performance.
- 2025 Update: The “Shop the Look” feature allows users to purchase multiple items from a single post. Additionally, advanced analytics provide deeper insights into audience demographics and content performance.
- Impact for Brands: These tools empower businesses to refine strategies and drive conversions.
- Focus on Teen Safety
To create a safer space for younger users, Instagram has rolled out enhanced safety features for teenagers.
- 2025 Update: Accounts for users under 16 default to private. Parents can set daily time limits and restrict app usage during certain hours.
- Impact for Brands: These measures ensure ethical advertising while maintaining trust.
Embracing the Future with Instagram
Instagram’s 2025 updates highlight its commitment to innovation, creativity, and user safety. For businesses and digital marketing companies like Creative Turtles, these changes present an exciting opportunity to craft campaigns that are more engaging, personalized, and impactful.
By leveraging these updates, Creative Turtles can help clients stay ahead in the ever-evolving digital marketing landscape, ensuring their message resonates with the right audience at the right time.
At Creative Turtles, we stay ahead of the curve. We leverage the latest Instagram features to develop creative and effective marketing campaigns that help our clients achieve their business goals.
Contact us today to learn how we can help you thrive on Instagram.