How Instagram is competing with TikTok in 2025

List of Instagram updates for 2025: what are the new features on Instagram?

Understanding Instagram's new features is essential for influencer marketers. It gives you a competitive edge and helps you keep your campaigns ethical.

Let's examine the latest Instagram changes and what they mean for you.

1. Instagram’s new video editing app: Edits

Instagram is taking video production to the next level with its new app, Edits. With TikTok already releasing its sister app for video editing, CapCut, Instagram's offering has been a long time coming. 

Edits will provide new functionality for developing professional-quality videos on mobile devices. According to Instagram head Adam Mosseri, Edits offers "a full suite of creative tools." 

Edits offers the following features:

• All the expected video-editing tools
• A dedicated inspiration tab that works like a video Pinterest board
• An idea workspace
• A high-quality camera
• Draft organisation and sharing tools for easy collaboration
• Easy 1080p video sharing to Instagram
• Reporting features to track and analyse video performance
• Suggested trending audio

The new app should benefit creators during the editing process. The best part? Edits was released on 21 April 2025. It's now available to download for free on iOS and Android app stores.

2. Friends in Reels and Blends: forging connection or controversy?

Instagram introduced Friends in Reels in August 2025. This feature allows users to see which reels their friends have liked, commented on, reposted or created. The goal? To boost engagement and increase direct messages between users.

Friend in Reels builds on Blends, a feature that allows users to create friend lists to share reel recommendations.

As Adam Mosseri said, “When you go to the Reels tab, you’ll see a dedicated feed of reels your friends have liked or added a note to in the top right and start a conversation with them right there.”

While this update aims to boost interactions around reels, potentially sparking more engagement for brands and creators, critics argue it could feel invasive. A top comment on Mosseri's Instagram announcement reads, “It is an invasion of privacy to see the reels my friends have recently liked...this feature is going to make people like videos way less. There are videos with sensitive topics like mental health, and now I will be able to see if my friends like a video, which can point to what they may be struggling with.”

However, users can opt to hide their likes or create activity bubbles to share the information only with select friends. Still, Instagram’s ongoing push to boost engagement raises questions about privacy and ethics.

3. What is the new profile feature on Instagram? Tall grids explained

Instagram recently introduced tall grids for profiles. Tall grids will show vertical, rectangular thumbnails rather than square-shaped thumbnails. Mosseri says the goal is a “simpler, cleaner place that maintains, and even increases, creator control.”

Here’s what you need to know about tall grids:

• Thumbnail customisation: Acknowledging the disruption to carefully curated grids, Instagram plans to let users customise thumbnails for better personalisation.
• Highlight tab: Highlighted posts will soon become a separate tab, reducing clutter while still showcasing key stories.
• Reordering the grid: Users will gain tools to reorder posts on their profiles, creating a layout that fits their vision.
• Post directly to the grid: An option will allow users to post content straight to the profile grid, bypassing the main feed.

Grids may seem like a safe update option that modernises profiles, but some users feel the changes have disrupted their grids. 

4. Instagram extends Reels limit to three minutes

Instagram has extended the length limit of reels to three minutes to keep in step with competitors.

TikTok first expanded limits from 60 seconds to three minutes in July 2021 and later to ten minutes in February 2022. This year, in a similar move, Instagram has increased the maximum length of Reels from 90 seconds to three minutes.

This update reflects a growing demand for viewing and sharing more versatile video content. It allows businesses and creators to develop long-form content such as tutorials, guides, and complex stories.

5. Instagram’s AI video tool: Movie Gen

Set to debut in 2025, Instagram’s Movie Gen introduces groundbreaking AI technology that allows creators to modify almost any aspect of a video using text prompts.

From changing outfits to altering the context of a scene, Movie Gen promises unparalleled creative freedom, enabling you to "do anything you want with your videos."

While this feature opens the door to artistic innovation, it also raises concerns about authenticity and potential misuse. As the boundaries between reality and AI-generated content blur, questions about trust and transparency in digital media arise. Instagram’s move reflects its commitment to unbridled creativity, but it will need to address these ethical challenges as the tool evolves.

Curious about influencer marketing trends? Explore our expert insights on what you need to know in 2025.

6. Instagram Maps: a new place to share where you are

In October 2025, Instagram launched a new location-sharing feature in the UK. Instagram Maps allows users to share their locations, competing with WhatsApp, Snapchat, and iMessage, which already allow location sharing. However, the new update has sparked privacy concerns.

Instagram launched Maps to deepen real-time connections with a map that appears in the Instagram DM inbox. While the feature is automatically turned off, users can grant access for followers, Close Friends or a custom list to view their location.

Adam Mosseri, Instagram’s head, has emphasised that Maps won’t force intimacy. He said, “Your location will only be shared if you decide to share it, and if you do, it can only be shared with a limited group of people.” 

As Maps is opt-in and only shows a user's location when they log in or share location-tagged posts, Stories, and Reels (with your spot disappearing after 24 hours), users only have access to limited locations. For now, uptake has been slow.

It is unsurprising that the feature has sparked important conversations around privacy and protection. Whether sharing locations on social media will catch on won't be seen for a long time. 

7. AI voice translation: dub videos in English and Spanish

Instagram has launched voice translation for English to Spanish and vice versa for Reels. The feature was launched in August 2025 for Instagram and Facebook creators with over 1,000 followers. The best part is that the audio sounds like it is the creator's voice in both languages. 

New IG priorities 2025: creativity and connection cause controversy

Instagram’s 2025 vision focuses on creativity and connection. The platform aims to provide creators with top-tier tools, embrace innovative technologies like AI and reward original content. It's also doubling down on connection and safety by enhancing messaging, making content consumption more interactive, and increasing privacy for teen accounts.

While these priorities encourage deeper connections and creative expression, Instagram has sparked concerns with its focus on free speech.

These new ways to monitor content include six pivotal changes:

• The end of third-party fact-checking: Independent fact-checking has been replaced with Community Notes, where users can add context to posts. Critics worry this lacks professional oversight, potentially increasing misinformation.
• Lessening "over-enforcement" of content moderation: Certain statements, such as linking mental illness to gender or sexual orientation, are now allowed under political or religious discourse. This raises concerns about harm to LGBTQ+ communities.
• Encouraging open discussion: Meta now prioritises free expression and user engagement to allow more conversations around controversial topics.
• Recommending political content: Meta announced plans to adjust its algorithms to promote more political content, reversing previous efforts to limit such material. This move aims to encourage political discourse on the platform but has raised concerns about the potential spread of misinformation and increased polarisation.
• Moving content moderation teams: Meta relocated their teams from California to Texas.
• New features for Teen Accounts: Parents now have more control over the content teens see. Teen accounts are limited by stricter content filters, reduced reach for sensitive topics and tighter time settings at night. Instagram also expanded parental supervision tools, letting guardians set screen-time limits, view mutual followers and manage privacy settings directly from their own accounts.

These changes reflect Instagram’s evolving priorities but pose challenges to users' safety. They could significantly change how people experience the app with Explore Pages and suggested posts featuring more controversial content. This is worrying for creators and businesses alike, who may need to up their community moderation.

This announcement, combined with Mark Zuckerberg's cosying up to President Trump in the new year, raises concerns about the app's values and future direction.

How do I use the new Instagram features?

Despite the controversy, some of the features offer exciting new ways for businesses and creators to enhance content and audience engagement.

Staying honest with AI, experimenting with video formats, refreshing profiles, and utilising tools like Edits will help you maintain authenticity while maximising the impact of your influencer marketing efforts.

Here is how to use these tools to your advantage, while remaining ethical:

• Movie Gen (AI video tool): Instagram's AI-powered Movie Gen tool will allow creators to transform videos in almost any way with nothing but a few words. However, creators must remain honest and transparent when employing AI. Always tag AI-generated content to maintain audience trust and avoid misleading followers. Authenticity will strengthen your connection with viewers and protect your credibility.
• Three-minute Reels: The extended Reel length opens up opportunities for longer storytelling, tutorials and behind-the-scenes content that deeply engage audiences. Businesses can try longer and shorter Reels to appeal to a range of users. But remember to keep content concise and engaging to avoid viewer fatigue.
• Tall profile grids: The new vertical grid layout gives creators and businesses new ways to organise their profiles and customise thumbnails for a cohesive aesthetic. Take time to rejig your grid to reflect your personal or brand identity. A well-curated profile can leave a lasting impression and make content easier to find.
• Edits app: Edits may be a game-changer. This professional video-editing app provides tools for creating high-quality content, editing it, sharing it on Instagram, and tracking its performance. Creators and businesses can test out the app’s features to develop polished influencer campaign content. It will be a great place to collaborate, get inspired, and learn more about performance. You can also add clips to overlay in the app if you're adapting your own content or combining it with another original poster. You can also import your own sound effects via the app. 
• Friends in Reels: This feature encourages more social interactions and deeper connections within your community by showcasing Reels liked by friends. Use it to engage followers by sparking conversations about shared interests. But be mindful of privacy concerns and approach the feature with sensitivity to avoid alienating your audience.

Instagram has also launched a new viewing option for larger screens, such as iPads. These features aim to make creating, sharing and viewing content easier.

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2024 updates: the shared Story, DM features, and profile pictures

Over the years, Instagram has introduced many changes, including the option to click at the top right corner to hide like counts, 20-slide photo dumps, group chats, QR codes and personalised nicknames.

Some things have stayed the same, like captions, which are limited to 2,200 characters (approximately 338 to 440 words).

2024 saw many updates, including shared Stories, DM nicknames, group chats, and profile picture customisation. In addition, AI entered the scene with an AI chatbot and new stickers.

Here's a rundown of the new functionality to be aware of from 2024.

New messaging features: DM enhancements, notes, algorithm changes and more

Instagram updates for 2024 include:

• Broadcast channels: Creators can now send direct updates to their followers via broadcast channels, building stronger connections.
• DM inbox enhancements: AI stickers, cutouts, and custom sticker creation from photos make direct messages more creative and playful.
• Algorithm reset for recommendations: A tested feature lets you refresh content suggestions in Explore, Reels, and Feed for a personalised experience.
• DM inbox notes: The head of Instagram, Adam Mosseri, shared that "notes have quickly become a popular way for people to share thoughts or status updates with their Close Friends or people who follow them back. They're sort of like AIM status, for those of you old enough to remember that reference, and usage has grown at a wild pace, particularly with young people. Also, notes are not for reaching followers who you don't follow back, sorry creators. This one is all about starting conversations with people you care about." This allows more control over Instagram DMs and connection outside of clicking the Send button. 
• AI Chatbots: Integrated chatbots add functionality for automated replies, interactive queries, or even playful interactions within DMs.

Many businesses use DM connections to keep in touch with customers. Users also use DMs to keep in touch with friends and family. This has resulted in varied features.

Users can also add nicknames to people in DMs for easy recognition or, perhaps, share an inside joke! There is also the opportunity to create group chats.

Instagram Story collabs and AI updates

Instagram Stories has received new updates that change the view and collaboration options. These updates include:

• Shared Instagram Stories: Multiple users can now collaborate on a single Story, making it easier to share group events or co-create content.
• Music integration and Fade: Add your favourite tracks to stories and carousel posts for a richer storytelling experience. It's also easier to apply fade-outs for audio and sound effects. 
• New Stickers: Create engaging and dynamic story content with AI-generated stickers or custom stickers from your photos

While maintaining a 15-second max length, Instagram Stories have constantly changed over the years.

In December 2017, Instagram introduced Story Highlights, which allows users to curate and showcase selected Stories on their profiles beyond the standard 24-hour expiration. Normally, Instagram Stories are accessed through the creator's profile picture, but Story Highlights appear as circles below the bio section, enabling followers to view past Stories at any time. Users can organise their Story Highlights into themed collections, helping followers discover them for a long time. 

Struggling to make your Stories stick? Check out these easy tips and tricks for getting Instagram Stories noticed.

What is the Instagram 'Repost' feature?

Businesses and creators found it easier to collaborate on posts and Reels in 2024. It's likely to inspire a sigh of relief for many social media managers.

The updates include:

• Collaboration on Reels and Carousels: Co-author content with up to three friends, expanding the reach and creativity of posts.
• Repost features for content sharing: Sharing and reposting feed posts and reels have become easier, allowing for greater visibility and interaction with followers. Reposts allow users to share their best-performing content again. Many influencers use Reposts for end-of-year recaps or when new followers flood in. 

Collaborative posts help creators work together. They also allow bigger Instagram creators to boost the popularity of another creator or brand.`

Trial Reels: a new feature for creators

Instagram is testing Trial Reels, a feature designed to help creators experiment with content before publishing it to their main feed. Accessible through the Professional Dashboard, this tool allows users to preview and test how their Reels perform with small, controlled audiences.

The best part is that Trial Reels allow creators to refine their content strategy, gauge audience reactions and improve overall engagement. This Professional Dashboard feature should help creators test different types of content, specific hashtags, and sound effects.

Want to know more about using Instagram for brands? Here's our complete guide to Instagram Business tools, along with unmissable campaign tips.