Since its launch over ten years ago, Instagram has never stopped reinventing itself. As we enter 2025, the platform confirms its status as the must-have social network for brands, influencers and content creators. Among the many evolutions, the new profile grid, expanded personalization options and ever more interactive features make their appearance.

In this article, we present Instagram's most significant new features for 2025, and how to integrate them into your digital communications strategy.

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The new profile grid: more flexibility and creativity

What's new?

• Free reorganization of visuals: Since the end of 2024, Instagram has allowed certain accounts to reorganize their profile grid . In 2025, this feature is rolled out to all users. You can now move your posts around to highlight the most important visuals or Reels, without being limited by chronology.
• Thematic sections: You can create "sections" (up to 3) to classify your publications by theme or project (e.g. "Product news", "Making-of", "Events").
• Pinned stories and "best of" carousel: In addition to the well-known "Highlights", you can pin a carousel of your 3 to 5 favorite posts to the top of the grid.

Why is this important?

• Strategic highlighting: You immediately highlight the key visuals or campaigns that define your brand's identity.
• Optimized visual storytelling: visitors understand your world more quickly thanks to a well-thought-out content hierarchy.
• Creative flexibility: you can try out different layouts to keep your community curious.

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Extended Reels: longer, more interactive formats

The concept

After Reels limited to a few dozen seconds, Instagram has made Extended Reels official at the start of 2025. From now on, you can post videos of up to 5 minutes, with the option of segmenting the video into clickable chapters.

Key new features

• Mini summaries: A progress bar with landmarks (chapters) for easy navigation.
• In-video quizzes and polls: Interactive questions can be added at various points in the video (rather like YouTube annotations).
• Multi-creator collaboration: Reels Extended can be managed by several people, from the editing phase through to final publication.

Benefits for your strategy

• More complete storytelling: in 5 minutes, you can develop a story, present a product, offer a detailed tutorial or organize a mini "webcast".
• Increased engagement: Polls and quizzes encourage viewers to interact without leaving the video.
• Co-creation: Involving several creators or influencers in the same Reel Extended helps tobroaden your audience.

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Multi-feed: a new navigation mode

How does it work?

Faced with the growing diversity of content (Reels, photos, long videos, Stories), Instagram has introduced a multi-feed navigation mode. Users can choose between different types of feed:

1. Classic" feed (customized algorithm)
2. Chronological" feed (posts from followed accounts, in order of publication)
3. Focus" feed: automatic filtering of publications by centers of interest (fashion, travel, technology, etc.).

A simple horizontal swipe moves from one feed to another, encouraging discovery and limiting saturation.

Implications for brands and designers

• Targeting by center of interest: By optimizing the description of your posts and using the right hashtags, you can more easily appear in the relevant "Focus" feed.
• Return of the chrono: Those who want to capture attention throughimmediate news (breaking news, launches, limited promotions) can take advantage of the chronological feed.
• Adapting your editorial calendar: Depending on the flow prioritized by your audience, it may be a good idea to vary the publication times and form of your posts.

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Augmented reality and collaborative filters gain momentum

AR news

Augmented Reality (AR) filters are nothing new on Instagram, but 2025 sees the arrival of more advanced collaborative filters:

• Filter co-creation: Two (or more) accounts can join forces to design a common filter, each contributing its own 3D elements, animations or branded visuals.
• Enhanced virtual fitting: For fashion or cosmetics brands, AR offers more realistic renderings (textures, shadows, movements), close to a real virtual mirror.

Opportunities for brands

• Virality boost: collaborative filters often invite users to create UGC (User Generated Content) content, leading to rapid propagation.
• Highlighting products/services: Virtual fitting reassures customers and can accelerate the purchasing decision directly viathe new e-commerce module.
• Immersive branding: A well-designed filter, combining aesthetics and interactivity, anchors your visual identity in a playful way.

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Shops 2.0 and the "Immersive Boutique

What's new?

• New design: Since January 2025, Shops on Instagram have had a redesigned look, featuring larger visuals, explanatory videos and the ability to offer packs (bundles of products).
• Immersive Boutique: Thanks to augmented reality, visitors can view certain products in 3D, and even "try them on" in their own environment (interior design, watches, eyewear, etc.).
• Integrated Live Shopping: Live videos can include a scrolling catalog, enabling one-click shopping without leaving the broadcast.

How to stand out from the crowd

• Look after your 3D visuals: Beautiful modeling increases user confidence and satisfaction.
• Bring your store to life: Add detailed descriptions, video tutorials and integrated FAQs to guide buyers.
• Collaborate with influencers: During a live shopping event, invite an influencer to present and test your products live, to give them added credibility.

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AI boosts predictive insights

What's it all about?

To help brands better plan their content, Instagram has enhanced its "Insights" module with Artificial Intelligence. The platform now offers:

• Reach forecast: A score indicating the probability of reaching certain targets (depending on time, day, or post format).
• Hashtag recommendations: AI scans your captions and suggests high-potential tags.
• Trend alert: If a sound, editing style or subject is hot on Reels, you'll receive a notification so you can quickly adopt it.

Why is it a game-changer?

• Time-saving: No need for time-consuming manual searches - AI does some of the work.
• Improved ROI: By optimizing your publications (schedule, hashtags, format), you maximize your visibility and therefore your engagement rate.
• Increased reactivity: Trend alerts let you ride the buzz before it dies down.

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Conclusion

In this month of January 2025, Instagram confirms its commitment to being at the forefront of innovation, whether with the new profile grid, Extended Reels, collaborative AR filters or an immersive e-commerce experience. More than ever, the platform offers an ideal playground for brands and creators who know how to exploit these tools to good effect.

Would you like to integrate these new features into your strategy?

At Okev, we keep a close eye on all these developments to help our customers stand out and optimize their digital presence. From the creation of high-impact content to the implementation of high-performance influencer campaigns, we accompany you step by step as you conquer your audience on Instagram.

‍Ready to take action?Contact us now to work out a tailor-made Instagram 2025 strategy together and make the most of all these new features!

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