Instagram is gearing up for significant changes in 2025, with a strategic focus on creativity, connection, and the integration of AI technology. Adam Mosseri, Head of Instagram, recently outlined the platform’s priorities, signalling opportunities for brands, marketers, and creators to adapt their strategies and capitalise on new features.

These upcoming changes are designed to enhance the user experience, support content creators, and foster stronger audience engagement. For marketers, understanding these developments will be essential to staying competitive in the evolving social media landscape.

Enhancing Creativity and Prioritising Original Content

Creativity has always been central to Instagram’s identity. In 2025, the platform will double down on this by improving its creative tools and prioritising original content. Mosseri has stated that Instagram aims to make its creative tools “best in class,” leveraging artificial intelligence (AI) to offer creators innovative ways to produce engaging content.

This focus on originality will also extend to Instagram’s algorithm. Content ranking will increasingly favour original, creative posts over reposted or aggregated material. Instagram began moving in this direction in 2024 by adjusting its algorithm to give more visibility to smaller creators while reducing the prominence of aggregator accounts. This trend will continue in 2025, providing emerging creators with more opportunities to grow their audiences.

Marketing Implications

• Prioritise Unique Content: Brands should focus on developing original, high-quality content that stands out. Repetitive or repurposed posts may see reduced reach.
• Experiment with New Tools: Instagram’s upcoming AI-driven creative tools will allow for more dynamic content creation. Marketers should explore these features to craft visually engaging campaigns.
• Support Emerging Creators: Partnering with smaller influencers who are gaining traction can help brands tap into new, engaged audiences.

Strengthening Social Connection and Engagement

Instagram is also set to enhance how users connect and engage on the platform. One of the major shifts will be a stronger emphasis on direct messaging (DMs). According to Mosseri, messaging is now the primary way users share content on Instagram, even though the platform is still widely viewed as a public-sharing space.

To adapt to this behaviour, Instagram plans to expand messaging features and introduce more interactive ways for users to engage with content. While specific details remain limited, features similar to Notes, which allow for casual, text-based updates, are likely to become more prominent. Additionally, Instagram will explore new ways to make content consumption more interactive and socially engaging.

Marketing Implications

• Adopt Conversational Marketing: With messaging becoming more central, brands can leverage DMs for personalised engagement, customer service, and exclusive offers.
• Interactive Content Strategies: Content that encourages user participation—polls, Q&As, and interactive Stories—will help foster deeper connections with audiences.
• Private Community Building: Creating close-knit communities through features like Close Friends lists or private groups can drive brand loyalty and engagement.

Integration of Political Content

In a significant policy shift, Instagram will begin automatically including political content in user feeds in 2025. Previously, users had to opt-in to see political content. Moving forward, political topics will be integrated by default, although users will still have some control through adjustable settings.

This decision aligns with Meta’s broader strategy and reflects the challenges of distinguishing political content in today’s digital landscape. How this content will be presented alongside entertainment and lifestyle posts, particularly given the rise of AI-recommended Reels, remains to be seen.

Marketing Implications

• Approach Social Issues Thoughtfully: Brands should be prepared for increased exposure to political discussions. Thoughtful, values-driven messaging can strengthen audience trust but must be handled carefully to avoid alienating consumers.
• Stay Informed on Platform Changes: Marketers should monitor how political content integration affects user engagement and adjust content strategies accordingly.
• Control Ad Placement: Brands may need to refine their ad targeting to avoid placement alongside sensitive content, ensuring brand safety.

AI-Powered Content Creation Tools

One of the most notable innovations Instagram will introduce in 2025 is its AI-powered video editing tools, such as the forthcoming “Movie Gen” feature. This tool will allow users to edit videos using simple text prompts, making it possible to change outfits, backgrounds, and other visual elements effortlessly.

These AI tools aim to simplify content creation, making professional-quality video editing accessible to all users, regardless of skill level. This democratisation of content creation provides brands with the opportunity to produce more engaging, high-quality content without the need for extensive resources.

Marketing Implications

• Streamline Content Production: AI tools will allow brands to create professional-grade content quickly, enabling more agile marketing campaigns.
• Creative Experimentation: Marketers can use these tools to test different visual styles and formats, identifying what resonates best with their target audience.
• Cost-Effective Video Marketing: Small businesses and startups can produce high-impact video content without significant production budgets, levelling the playing field with larger brands.

Shifting Performance Metrics

As Instagram shifts focus towards messaging and private sharing, traditional metrics like likes and follower counts may become less relevant. Shares, saves, and direct interactions will likely become more accurate indicators of content performance.

Marketing Implications

• Rethink KPIs: Brands should track engagement metrics that reflect meaningful interactions, such as shares, saves, and DMs, rather than focusing solely on likes or follower growth.
• Encourage Sharing Behaviour: Content designed to evoke emotions—especially those tied to pleasure, arousal, and dominance—has been shown to increase sharing and purchase intent. Marketers should craft campaigns that inspire users to share content within their networks.
• Leverage User-Generated Content: Encouraging followers to create and share brand-related content can amplify reach in private conversations and direct messages.

Instagram’s 2025 strategy reflects broader trends in social media: a growing emphasis on originality, deeper social connections, and the adoption of AI technology. For marketers, these changes present both challenges and opportunities.