Instagram is constantly evolving, and 2025 promises to be a year of major transformations for the platform.
With new tools, algorithm changes, and user behavior rapidly adapting, it’s essential for brands to stay aware of trends to maintain their relevance and engagement. If you want to stand out, you need to go beyond the basics and understand how to leverage these innovations for your business.
To help with this mission, we’ve gathered the 10 biggest Instagram trends for 2025, with insights from digital trends expert Rafael Terra, author of Instagram Marketing (DVS Editora).
From the strategic use of artificial intelligence to the rise of new content formats, discover how your brand can position itself innovatively and attract even more followers and customers.
1. AI-Powered Creative Tools
Instagram is investing in AI to offer the best creative tools and reduce the need for third-party apps. You’ll be able to use these tools to edit content directly on the platform, especially in the feed.
2. Connection Through DMs
Double down on direct messages to strengthen communication between users. To do this, invest in personalized customer service via DM, fostering a closer and more engaged relationship with your clients.
3. Original Content
Prioritize originality to highlight authentic creators and brands. Therefore, produce opinionated content that reflects your brand’s values and beliefs, setting yourself apart from competitors.
4. AI-Recommended Reels and Videos
Over 50% of feed content consists of AI-driven Reels. The key is to create engaging Reels of up to 15 seconds that capture attention and align with your captions.
5. Interactivity and Socialization
Make content consumption more interactive and social. Use polls, quizzes, and interactive stickers in Stories to boost engagement and audience participation.
6. Support for Emerging Creators
The algorithm favors smaller creators and original content. Brands can gain visibility by collaborating with micro-influencers to reach specific niches and build a loyal community.
7. New Engagement Metrics
Shares and DM interactions will become the primary success indicators. Focus on metrics like shares and DM conversations to measure the real impact of your content.
8. Emotions: Pleasure, Excitement, and Dominance
These emotions increase sharing and purchase intent. Create content that triggers pleasure, excitement, and empowerment, encouraging followers to share and take action.
9. Monetization for Creators
Instagram is expected to invest in more ways for creators to earn money. If you’re a creator, take advantage of Instagram’s monetization tools to generate revenue.
10. Continuous Innovation
The ongoing adoption of new technologies will be a constant throughout the year, so always stay updated with the latest developments to adapt your strategies.
