Instagram is expanding its push towards original content, with a new algorithm update that prioritises originality across photos and carousels. The move builds on protections first introduced for Reels in 2024, signalling a continued shift in how the platform rewards content. For brands, this is not a sudden change in direction. It is an escalation. […]

Instagram has officially rolled out three new features that mark a clear pivot in how the platform is used. Reposts, a Snap-style Friend Map, and a new Friends tab in Reels are now available to all users, each designed to increase engagement and facilitate social discovery. While none of these updates are revolutionary on their

Instagram marketers looking to grow reach and followers in 2025 should be thinking less about clever hacks and more about consistency. New data from Buffer, based on more than 2 million posts from over 100,000 accounts, confirms a simple truth: the more you post to the feed, the better your performance. But before brands flood

Social media marketers have long relied on familiar metrics — reach, likes, views — yet these numbers have often fallen short of explaining why something worked or how to improve it next time. They are useful for summarising performance, but less effective for guiding day-to-day creative decisions. Instagram’s latest Insights update offers a step towards

In today’s Instagram landscape, marketers are playing for marginal gains. Organic visibility is tightening, competition is fierce, and attention is spread across multiple surfaces. To achieve meaningful results, brands can no longer rely on one or two familiar formats. Success now comes from executing across the full suite of placements. Reels, Stories, Feed Posts, Lives,

Instagram chief Adam Mosseri has officially debunked one of the most persistent myths in the creator and social media marketing world: the idea that using the phrase “link in bio” in your post captions will hurt your reach. It’s a theory that has long felt plausible. After all, directing users to click a link could

Instagram is reportedly considering spinning off Reels into its own standalone app. According to The Information, Instagram head Adam Mosseri recently floated the idea with staff, suggesting that a dedicated Reels platform could be Meta’s latest strategy to take on TikTok directly. While no formal plans have been confirmed, the possibility raises some important questions