Instagram continues to shape the way we connect, create, and shop online. With over 3 billion monthly users, it is one of the most influential social platforms in the world. From short-lived Stories to long-form Reels, the app has evolved significantly over the past 15 years.
This article highlights the latest Instagram updates in 2025, explains why they matter for brands and creators, and provides a full timeline of the platform’s evolution. We’ll update this page regularly so you can stay on top of every new feature and change.
Did you know: it’s likely that more than half of all people in the world who can access Instagram do so regularly!
What’s New on Instagram in 2025
JANUARY: Reels took centre stage
Instagram renewed its rivalry against TikTok by prioritising Reels more aggressively. The algorithm now rewards original, audience-focused Reels. Brands that create unique, engaging short-form video content can reach wider audiences and improve engagement rates, making creativity more important than ever. To discover how to amplify your brand’s video content, read more.
FEBRUARY: Edits app simplifies content
The new standalone Edits app was introduced, allowing creators to trim videos, apply advanced filters, and add overlays without third-party software. For brands, this keeps the entire content creation workflow within Instagram, streamlining production and reducing friction.
MARCH: Inbox redesign improves communication
Instagram’s inbox received a major upgrade with better search, enhanced group chats, and quick-reply tools. Businesses can now handle high volumes of messages more efficiently, turning DMs into a powerful customer service and community-building channel.
APRIL: Sorting and filtering tools launch
Both personal and business accounts can now organise saved posts, filter followers, and search through old content more effectively. Brands benefit from simplified content management and campaign planning.
JUNE: Recaps and trial reels arrive
June updates introduced Recaps and Celebration tools, auto-generating highlight Reels for events or key moments. Trial Reels allow selected content to be tested with non-followers first, rewarding creativity and helping smaller creators or brands break into wider feeds.
JULY: SEO visibility expands
Instagram posts can now appear directly in Google search results, boosting discoverability beyond the app. This update allows brands to reach audiences outside Instagram, effectively turning social posts into SEO assets.
AUGUST: Enhanced analytics arrive
The Growth & Skip Rates report now shows exactly where followers are gained and lost. Brands can measure the performance of each Reel, carousel, or Story, refining content strategy with precise insights.
SEPTEMBER: iPad app launches
For the first time, Instagram released a dedicated iPad app. The interface supports split-screen editing, real-time comments, and drag-and-drop media for Reels. Creators and brands can now produce studio-level content on a larger screen, streamlining team workflows.
Instagram’s rise to 3 billion users
As of 2025, Instagram has reached over 3 billion monthly users. Considering limited access in China and internet restrictions in some regions, this represents a staggering adoption rate among globally connected populations. For brands, it’s a reminder of the platform’s massive reach and continued potential for engagement.
Instagram timeline – A look back at 15 years of innovation
2010: The filtered beginning
Instagram launched on 6 October 2010 as a simple photo-sharing app. Within two months, it had over a million users. Brands quickly saw the value of authentic, visual storytelling.
2012: The billion-dollar bet
Facebook acquired Instagram for $1 billion. This acquisition provided the infrastructure and ad capabilities that enabled brands to scale campaigns globally.
2013: Motion and messaging
In June, Instagram added 15-second video uploads. By December, Instagram Direct launched, creating a private messaging channel for users and brands alike.
2014: Discovery comes alive
The Explore tab arrived, letting users find trending content and discover new creators. Brands gained a new organic growth opportunity beyond follower lists.
2015: Storytelling in a carousel
Instagram introduced carousel posts, allowing multiple photos or videos per post. This format became popular for tutorials, product showcases, and storytelling campaigns.
2016: Stories and Live connection
Stories launched, enabling temporary 24-hour content, followed by Live Video. Brands could now engage audiences in real time and showcase behind-the-scenes experiences.
2018: The long-form experiment
IGTV launched for videos over 60 seconds. Although later folded back into the main app, it encouraged brands to experiment with long-form content.
2019: Shopping comes to Instagram
Product tags, shoppable posts, and in-app checkout made Instagram a full social commerce platform, shortening the path from discovery to purchase.
2020: Reels redefine video
Instagram launched Reels, initially 30 seconds, now 20 minutes. Reels Ads allowed brands to run short, highly engaging campaigns that compete with TikTok.
2022: Feed control returns
The optional chronological feed gave users more control. Brands needed to focus on quality content as the algorithmic advantage became less predictable.
2023: Suggested posts and broadcast channels
Instagram amplified content from accounts that users don’t follow and launched Broadcast Channels. This gave creators and brands a new way to reach and retain engaged audiences.
2024: AI guides discovery
AI-driven recommendations became central to the feed, highlighting posts and Reels based on user behaviour. Brands must prioritise relevance and consistency.
2025: Connection and social proof
Instagram introduced reposting, a friends map, and an Activity with Friends tab, making engagement more social and interactive. These features allow brands to leverage social proof to reach new audiences organically.
H2: What to expect next
“My prediction for what will be next for Instagram is that Reels will continue to dominate, with short-form video firmly cementing itself as the platform’s core content type, as well as there being a greater emphasis on personalisation, with Meta focusing on hyper-personalised feeds and smarter algorithms, encouraging users to spend more time on the app. We’re sure to see more emphasis on creators, with enhanced tools for engagement and community building that, in turn, will strengthen partnerships with brands. Key to success on the platform will be to keep abreast of any updates and adjusting strategies accordingly.
Hayley Jones, EVP, Digital & Social, The PHA Group
Last updated: October 2025