The 2025 Instagram Playbook: New Features, Algorithm Changes & Business Tips
Instagram has rolled out major updates in 2025, refining its algorithm and introducing new features tailored to businesses and creators. These changes aim to enhance content visibility, streamline video production, and provide brands with better tools for engagement. If your business relies on Instagram for marketing, here’s what you need to know about the latest updates and how to adapt:
Algorithm Updates: What’s Changing?
Personalized Content Recommendations
Instagram now allows users to reset their content recommendations, giving them a fresh start on what appears in their Feeds, Explore, and Reels. This means that businesses will need to continuously create engaging content to remain visible in refreshed feeds. If users clear their past interactions, brands that stay relevant and interactive will have a better chance of landing in their new algorithmic preferences.
‘With Friends’ Feature in Reels
A new feature in Reels, called ‘With Friends’, displays content that a user’s mutual friends have liked or commented on. This update leverages social proof, meaning that if your audience engages with your content, it’s more likely to be seen by their connections. Encouraging comments and shares can now directly boost organic reach.
Business-Focused Features: Enhancing Brand Presence
Introducing ‘Edits’: Instagram’s Advanced Video Editing App
Instagram has launched ‘Edits’, a built-in video editing app designed to give creators and businesses more control over their video content. The app includes:
AI-powered animations
Generative captions
Text, sound, and voice effects
For brands relying on short-form video content, this update eliminates the need for third-party apps, making it easier to create high-quality, engaging videos directly within Instagram.
New Profile Grid & Story Highlight Integration
Instagram has changed its profile grid layout, shifting from a square format to a 4:5 rectangular ratio. This update allows for larger, more visually appealing images and videos on business profiles.
Additionally, Instagram is testing Story Highlights within the main profile grid. This change gives brands more space to showcase important stories, promotions, or FAQs—offering a seamless storytelling experience for visitors.
How Businesses Can Adapt
Create fresh content regularly: Since users can reset their recommendations, posting engaging, high-quality content consistently will keep your brand visible.
Encourage interaction: The ‘With Friends’ feature rewards social engagement, making likes, comments, and shares more valuable than ever.
Leverage Reels and short-form videos: With the new ‘Edits’ tool, it’s easier than ever to create visually appealing videos that stand out.
Optimize your Instagram profile: Use the new profile grid layout to showcase high-quality imagery, and update your story highlights strategically to keep essential content front and centre.
Final Thoughts
Instagram’s 2025 updates emphasize personalization, social engagement, and high-quality content creation. For businesses, this means adapting to the new algorithm, encouraging interaction, and leveraging Instagram’s new tools to stay ahead of the competition.
Now is the time to refresh your Instagram strategy and make sure your brand is positioned for success in 2025. Need help optimizing your business’ social media presence? Let’s talk!
