Instagram

Instagram DM updates

Following an announcement by Instagram Chief Adam Mosseri detailing the focus and goals for the year ahead on the platform, Instagram has released its first feature roll-out of the year. Updated features in DM’s have a focus on better communication and connectivity, through language, music and visuals.

New features include:

• Message translation
• Music stickers
• Scheduled messages
• Pinned chat content
• Group chat QR codes

While nothing groundbreaking compared to some of Instagram’s other updates, it aligns with a broader focus to drive community sharing and increase engagement overall in the app.

See Meta’s update below to read about these features in more detail.

Instagram reveals a new grid layout

Instagram has changed its grid layout. Instead of square images (1:1), Instagram will now display taller photos (3:4) within your grid. However, when viewing images in your feed, they’ll still be displayed in the original 1:1 format.

The new dimensions are: 

Carousel posts:

• Image size – 1080 x 1350 px (4:5) 
• Grid view – 1012 x 1350 px (3:4)

Reels:

• Image size – 1080 x 1920 px (9:16) 
• Grid view – 1080 x 1440 px (3:4)

Stories:

• Image size – 1080 x 1920 px (9:16) 
• Safe area – 1080 x 1610 px

It’s quite uncommon nowadays for individuals and brands to think about the aesthetic and layout of their grid over their individual posts, however, The new update has caused some problems with existing feeds, causing images and layouts to become distorted. 

You can work around this problem and add black or white borders to your current photos by following these steps: 

1. Click the three dots in the top-right corner of the post
2. Select Adjust Preview
3. Choose Fit and pick a black or white background to fill the space
4. Hit Done

However, this is a manual fix and each post will need to be done one by one, so might not be the most efficient fix if you’re managing a large feed.

Instagram reveals how its algorithm will work in 2025

Instagram has provided a level of transparency for marketers, for the year ahead on how its algorithm will work in the near future. 

First on the list was how content will be organised, with the app moving to two different primary categories: Connected Reach and Unconnected Reach. With the latter allowing content to be shown to audiences who don’t follow you yet, the potential opportunity to reach new customers organically has never been within reach (literally). 

With this content being ranked, Instagram has determined the three key metrics that will influence its place:

• Watch time – the duration someone watches your content for
• Likes – a metric holding value
• Sends – the chance to reach new audiences via your engaged audience

Combining the key metrics and the new categories, likes will play a larger part in pushing Connected Reach, and sends will drive the Unconnected Reach.

The level of transparency from Instagram should allow marketers to effectively plan content with the above in mind, as they prepare to utilise the platform to grow both their engaged and new audiences.

We spoke to Annie-Mai Hodge, Founder of Girl Power Marketing, about her opinion on Instagram’s algorithm in 2025:

Expert Opinion

Annie-Mai Hodge, Founder of Girl Power Marketing

"Instagram are pretty good at keeping their audience in the loop with algorithm updates and any changes to ranking factors — regardless of how you feel about the actual algorithm and how it works. If anyone has told you that likes are just a vanity metric and they don’t matter, well, it’s time to throw that out of the window as it’s a key metric in ensuring more of your followers see your content. If you want more reach, and to connect with people who aren’t following you yet, then you need to be looking at sends, which sends a signal to Instagram’s algorithm that your content is likely to be sent to a friend. Data is EVERYTHING here, and you can find all the data you need in your insights within the Instagram app -- as long as you have a business or creator account. Use this data to inform your strategy, and watch your content fly."

Instagram launches ‘trial reels’

Instagram has launched ‘trial reels’- a new feature that ‘allows creators to experiment with new ideas and get early feedback on whether their content resonates by allowing them to share reels with accounts that don’t follow them.’

The upload process is the same as uploading a regular reel, but creators will need to select the ‘trial’ toggle before sharing it. 

Only the creator will be able to see that the reel is a trial, and the reel won’t appear on their followers feed. It also won’t appear on the creators feed or reels tab. However, this can be changed later by selecting ‘share to everyone’. 

Instagram says: ‘You have the option to have Instagram automatically share your trial reel with followers. If you turn on this setting, we will automatically share your reel if we determine it’s performing well by getting a lot of views within the first 72 hours.’

The purpose of ‘trail reels’ as opposed to regular reels is to ‘allow creators to experiment with new ideas and get early feedback on whether their content resonates by allowing them to share reels with accounts that don’t follow them.’

You must have a professional account to use this feature. 

This will allow marketers to carry out more testing- which could be especially useful for testing ideas before putting paid spend behind them. Ideas, messaging and content style can be tested via ‘trial reels’ organically to see if the audience is engaging with it. If they are- it could be worth putting paid spend behind that kind of content, and if they’re not marketers will know to save their budget. 

We asked Sophie Miller, Founder and Director at Pretty Little Marketer, for her opinion on trial reels:

Expert opinion

Sophie Miller, Founder and Director at Pretty Little Marketer

"I'm so excited about Instagram's new Trial Reels feature! This is a huge step forward in helping brands and creators understand what resonates with their audience. For years, we've struggled with the limitations of A/B testing on social media. It's been difficult to get accurate data on content performance before committing to a wider release. Trial Reels will allow us to gather crucial insights on things like caption copy, video length, and even the overall tone of our content - meaning we can confidently create content that not only engages our audience but also achieves our marketing objectives. A win-win if you ask me!"

Instagram introduces profile cards

Instagram has launched a new update which will allow people to connect via ‘profile cards’. The cards will include a QR code and a profile summary on a flippable card. The card is customisable and users can pick their own song to be played and background photo to be shown when someone flips their card. 

These cards can be used for normal accounts for people to connect with friends and family, but the update is particularly significant for creator accounts as the update allows you to share business links and connect with brands. This is also significant for marketers as it should make sourcing creators easier. This new feature to help advertisers connect with creators is similar to TikTok Creator Marketplace.

Users will need the most updated version of the app, and can click ‘share profile’ to access the new feature. 

You can now post up to 20 images and videos in an Instagram carousel

A new update on Instagram allows users to upload up to 20 images and videos as a carousel on the platform. Previously the max here was 10, so this a huge jump and will allow for a lot more creativity and storytelling within the platform. Although this is growth for Instagram, it is still quite far behind TikTok’s whopping 35 image carousel limit, which has seen massive success. 

Instagram Expands Notes to Reels and Feed Posts

Instagram has expanded the notes feature meaning you can now leave notes on reels and feed posts. You can add a post-it style message on a post or reel by clicking the share button (as you would to send a post to a friend) and clicking ‘add note’. The note is then visible to your mutual followers for 3 days. Instagram is attempting to retain a younger audience, particularly teenagers, as they are favouring TikTok and Snapchat. According to Instagram teenagers use notes ‘at 10 times the rate of non teens’. Instagrams aim with the new feature is for users to be able to ‘react to posts in real time’, ‘share hot takes’ and ‘hype up their friends’. 

Instagram adds live streams for close friends

An update that came as no surprise, is Instagram introducing the option to live stream to close friends on the app. Instagram is doubling down on more intimate group chats with broadcast channels and now live streams for close friends.

This new update allows users to stream to their close friends list. Users will be able to invite up to 3 others on their close friends list to co-host or join their streams. Essentially, this new feature gives users a video option to stream to smaller groups, further adding to user connection on the app. This update went live in June and was rolled out globally.

Previously, live broadcasts meant anyone could tune in and watch if an account was public and all followers could watch for private accounts. Now, users have the ability to decide who joins the stream–essentially it’s more similar to a Facetime call than a public live stream.

This update could be great for influencers who want to livestream to specific followers or for students to host study sessions with their friends.

Instagram has recently emphasised the importance of more private modes on the platform, introducing features such as grid posts being visible to only close friends and muting interactions from everyone but close friends. Updates like this give users the option to choose stricter safety settings as well as the ability to curate their own Instagram experience.

Instagram introduces silent posting

A recent feature Instagram has implemented allows users to share content without “spamming feeds”.  Users will have the option to ‘Post quietly to profile’ which will let them publish content that will still be visible on their profile but it won’t be shared in the feed with their followers.

This feature could be particularly helpful for:

• Building an aesthetically pleasing grid without bombarding the feed.
• Sharing content without engagement worries.
• When users wish to post multiple times in a short period of time e.g. wedding and holiday pictures.

While it may not be useful for everyone, especially creators and brands focused on reach and engagement, it may appeal to those who want to share content they enjoy without the pressure.

It’s great to see Instagram introducing new updates useful for the users instead of new features that only relate to bigger accounts.

Instagram Updates Hashtag Search To Simplify Discovery

Adam Mosseri, Head of Instagram, recently announced a big update changing the way hashtags can be used for discovery. In his own words, the update is as follows:

“We’re simplifying the hashtag and search experiences on Instagram to make it easier to see everything in one place. Now, when you tap on a hashtag, you’ll see the search results for that hashtag. You will still be able to follow/unfollow or report specific hashtags.

Hope this makes it easier to find accounts and posts that are relevant to your search.”

Image Source: @mosseri on Instagram

The update has already been rolled out and users can connect to broader search results related to a hashtag. Now, when users tap the hashtag, instead of seeing the “Top Posts” feed they’ll have the option to see the full search results for the hashtag–like they would see in Explore.

But what does this mean for marketers? Ensure you’re using the most appropriate keywords and hashtags in both your posts and profile to maximise visibility in the Accounts display. Though profiles in hashtag searches might not always include the hashtags in every post, a lot of the time they’ve included the word in the caption, description or profile name.

By introducing this option, Instagram is hoping to improve discovery and not focus on just highlighting top content. It’s not a huge change, but it’s definitely a logical one.