Instagram has long been more than just a photo-sharing app, and in 2025, it (once again) introduces changes. From algorithm updates to dynamic profiles, this platform clearly aims to shape the future of social media as well as digital marketing. Find out how to stay ahead of the competition and how to ensure your content reaches the right audience.
Instagram has become one of the most popular and influential social media platforms since its launch in 2010. Currently, more than 1.4 billion people use Instagram daily.
Initially conceived as an app for sharing photos with various filters, Instagram quickly evolved into a platform that content creators, influencers, brands, and various companies knew how to take full advantage of.
Instagram's development has been marked by a series of innovations – it introduced Instagram Stories in 2016, IGTV in 2018, and Reels (which directly competed with TikTok) in 2020.
Little by little, Instagram has also become an indispensable tool for digital marketing.
One of the most significant moments for Instagram occurred in 2012 when Facebook (now Meta) acquired the platform for one billion dollars.
At that time, Instagram had barely 30 million users, but under Meta’s leadership, it experienced massive growth, reaching nearly one and a half billion users.
Under Meta, Instagram evolved from a photo-sharing app into a digital platform with a focus on video content and e-commerce.
The introduction of Reels as a response to TikTok, the improvement of Instagram Shop, tagging, and advertising are just some of the steps Meta has taken to keep Instagram competitive.
However, not all changes have been well received. The push for video content at the expense of photos faced criticism from users, and constant algorithm changes led to a significant decline in organic reach.
Today, this platform is a digital space that increasingly adapts to user habits and new technologies.
In 2025, this platform brings a series of changes that will affect how content is used, how profiles are managed, and how audience engagement is achieved.
In terms of visuals, Instagram profiles have undergone one of the biggest changes.
Instead of the classic square display, the current format is vertical (4:5) – with larger images and videos and improved visibility.
Biographies have become dynamic. This means you are no longer limited to a static profile description. The new system allows automatic biography updates based on recently posted content, used hashtags, or audience interactions.
This feature provides better flexibility in profile management, making it more interactive and relevant.
The new profile layout also introduces the ability to highlight key posts.
Instead of constantly changing your biography or relying on fixed Highlights, now the most important posts can be permanently displayed at the top of your profile.
This enables better content organization and/or a focus on what is currently most important.
These changes provide greater control over how your profile is displayed and allow for more personalization.
Now, you can shape your profile more precisely and highlight the information you find most important.
How to take advantage of these changes?
Posting a new Reel on Instagram can often be a challenge, especially when it comes to audience engagement and adapting to the algorithm.
Every post carries a certain risk – will it capture attention, achieve the desired reach, or simply go unnoticed?
For this reason, Instagram is introducing Trial Reels, a feature that allows content testing on a smaller group before it is publicly published.
Trial Reels enables an experimental video post that will be visible only to a selected audience – whether it’s an internal team, engaged followers, a randomly chosen group, or a targeted group.
It is believed that Trial Reels will help analyze initial reactions, gather engagement data, and make decisions about potential modifications before the final content is published.
What can you achieve with Trial Reels?
You no longer need to have just an “ordinary” profile – now you can add personalized sound.
This new Instagram feature allows users to add a 30-second music clip, which plays when someone visits their profile.
It seems like this option takes us back to the MySpace days (for those who remember), but Instagram is bringing a modern version with integration into music streaming services.
Who will benefit the most from this?
Instagram Stories are one of the most important and popular formats on Instagram.
Until now, interaction was limited exclusively to replies via DM (direct message). This meant that all communication remained private and invisible to a wider audience.
Instagram is now introducing the option to comment on Stories – a new feature for communication, reach, and content visibility, all aimed at enhancing the user experience and enabling even greater engagement.
Comments on Stories function similarly to post comments – reactions and comments are public.
Benefits of comments on stories:
Instagram is introducing changes in the way content is ranked and displayed to users.
From now on, it will reward content creators who publish original and authentic content.
At the same time, it will reduce the visibility of content that has been reposted from other platforms without significant modifications.
The goal is to encourage the creation of unique content that engages the audience, rather than relying on pre-existing or generic content.
This change particularly affects those who post recycled TikTok videos, memes taken from other networks, or viral clips without adding their own value.
This shift towards promoting originality offers an opportunity for those who want to build a strong identity on this platform (and increase their reach without relying on paid ads).
How to take advantage of these changes?
Instagram in 2025 is becoming better than ever – new visual adjustments, smarter algorithms, and interactive settings are definitely new opportunities for you.
But be prepared, as it will also test your abilities.
If you’re still using the same old “tricks” – it’s time for a change.
Instagram has been favoring authenticity and direct interaction for some time now.
It’s no longer enough to just post a nice picture and add a random caption.
People want your honesty, they want to get to know you, they want to feel like they’re part of something…
Experiment with short Reels in series. Mini vlogs, quick tutorials, “a day in the life,” or behind-the-scenes content keep attention and encourage your audience to come back for more.
A piece of advice that comes naturally is the expected influx of users to Instagram due to ongoing announcements of TikTok bans – take advantage of it.
Not sure where to start?
Zona Plus is here to make the entire process easier for you – from strategy to posts that attract the right audience.
Contact us – let your Instagram profile work for you, not against you.
