Instagram is a vital platform for digital marketing, particularly for businesses and nonprofits seeking to establish a robust online presence. With regular updates from the platform, keeping up with all the changes can be daunting. While not every feature is relevant to marketers, some can significantly impact those looking to expand their organization's audience and enhance engagement as we approach 2025.

This article aims to examine new features that can help you connect with your audience more effectively, increase engagement, and ultimately drive growth for your organization. We'll also discuss the implications of these updates for your overall marketing strategy and why they should be on your radar. Our goal is to help you understand how these updates can enhance your strategy and why they’re important for your social media success.

Let’s dive in!

Vertical Display of the Profile Grid

A recent shift from the traditional square 1:1 format to a rectangular 4:5 has generated a lot of conversations among users and designers, as it disrupts the familiar, carefully crafted layouts we’ve all grown accustomed to. It also impacts how text is displayed, with some captions and descriptions potentially getting cut off or altered because of the new dimensions.

The reasoning behind this change is quite straightforward and revolves around the way we create and share content today. A large majority of the videos and images shared on social media are filmed in a vertical format, which aligns better with the 4:5 layout. The need to crop these images to fit a square brings losing important visual elements and spending additional time and effort on post-processing to make it work. In our fast-paced digital environment, where efficiency is key, sticking to a square format feels increasingly impractical.

The 4:5 format offers some fantastic benefits, too! One of the most notable advantages is that it allows users to see the total number of likes, shares, and comments all in one place. This consolidated view makes it easier to gauge engagement levels at a glance and encourages more interaction among friends and followers, as it becomes simpler to track how well posts are resonating with audiences.

Transition to a rectangular format reflects the natural evolution of content creation and consumption in the digital age. It’s exciting to see how platforms are adapting to our changing needs and preferences, and it opens up new possibilities for sharing our experiences in a visually appealing way.

If the recent update has disrupted your aesthetics and layout, here are some steps to help improve the situation:

1. Select a post and click on the three dots.

2. In the drop-down menu, choose “Adjust Preview.”

3. You can edit the Reels cover or opt for “fill by width” on the photo.

Please note that this option allows you to adjust the size of existing posts without having to delete them.

For new posts, make sure to create them with a resolution of 1080 x 130 pixels from the start.

You might have noticed that your username is currently positioned to the right of your profile picture. This layout sometimes causes the username to split into two lines, which can affect the overall appearance of your profile.

As of now, it remains unclear whether this design will be permanent, but this is how it looks for now.

It may seem a bit unusual right now, but let’s see how things unfold!

Still, the next update is really a bombshell.

Highlights are Removed From the Above Grid

Instagram is about to make changes to the way "Highlights" are displayed on profiles. Circular icons just below the profile picture and header contribute to visual clutter, so the update is aiming to simplify the design and streamline the presentation of the main profile information.

All story collections will now be organized in a new profile section marked with a heart icon. Within this tab, users will see their collections in a vertical format with thumbnails for each topic. This way, Highlight covers will be the same as for Reels.

This decision is based on user behavior research. Internal analysis indicates that users click on these collections less frequently. The company believes users view Stories as a fleeting format, leading to a decline in the relevance of older publications.

A separate tab addresses the issue of visual disorder, particularly for larger accounts that may have several dozen collections. Overall, the social network is trying to simplify the process of creating an aesthetically pleasing profile.

Speaking of aesthetics...

Instagram Introduces Video Editing App Edits — a CapCut Alternative

Edits is Instagram's exciting new mobile video editing tool, introduced by Instagram head Adam Mosseri as a "full suite of creative tools" designed to empower creators.

• Record up to 10 minutes of video and manage drafts effortlessly in one place,
• The timeline feature offers enhanced control over video assembly, enabling clip-level editing and auto-enhancement, along with stunning effects like green screen, overlays, and transitions.
• The inspiration ta provides access to popular audio reports and a real-time view of trending content, sparking ideas and innovation.
• With high-quality options including HDR and 1080p, creators can produce captivating content that stands out.
• Analyze and measure performance to refine your craft.

With the ability to share drafts with friends and other creators, and export clips without watermarks for cross-platform creativity, Edits opens a world of possibilities. After months of development, this app signifies a bold step forward for creators, moving beyond CapCut to offer a wealth of editing tools.

Mark your calendars for March 13, when Edits will be available on the App Store, with an Android version to follow shortly after.

Instagram’s Algorithms Have Changed Again

Instagram has recently provided valuable insights into the workings of its algorithm, which will be beneficial for recommending posts and Reels in 2025. On his personal account Adam Mosseri has launched a video series that explains the algorithm and offers practical tips for creators to enhance the reach of their content.

There are three key factors that significantly influence Instagram’s algorithms:

Watch Time: When users spend a significant amount of time viewing your video, it signals to the algorithm that your content is of high quality and interest, resulting in increased chances of it being promoted to a broader audience.

Likes: Likes may seem a basic metric. Yet, they carry considerable weight, especially for content designed for your current followers. A high number of likes can enhance the perceived value of a post within your community. This not only boosts morale among creators but also encourages the algorithm to prioritize those posts, helping them gain increased visibility among your followers.

Shares: In case viewers find your Reel valuable enough to share with their friends or repost, it acts as a strong endorsement of your content. This user-generated promotion signals to the algorithm that your content deserves to be seen by a wider audience beyond just your followers.

Mosseri emphasized that ER metric largely depends on the type of content being shared and the audience it is targeting. When it comes to maintaining interactions with your existing subscribers, likes play a vital role, as they serve as a quick and immediate form of feedback. Still, shares are particularly important for reaching new audiences, since they act as endorsements that can introduce your content to a broader viewer base.

If your primary aim is to attract new subscribers, increase your video views, and maximize your overall reach, it's essential to focus on creating videos that are inherently shareable. This could encompass a range of content types, such as insightful and useful information, entertaining skits that resonate with viewers, or compelling narratives that elicit a strong "wow" effect.

It's important to recognize that comments, which were once a prominent metric for engagement, no longer hold the same weight for content performance. It was also pointed out that Instagram is primarily video-driven.

This makes viewing time a leading metric for determining how the algorithms rank content. Even image carousels, which require users to swipe through multiple photos, will rank higher within the algorithm since they encourage viewers to spend more time interacting with the content. Being aware of this trend is crucial for creators aiming to optimize their reach and engagement on the platform.

Final Thoughts

Instagram is a dynamic platform that is continually transforming, bringing forth a range of innovative features aimed at empowering businesses and nonprofits to create meaningful connections with their audiences.

Being aware of these impactful features, you can refine your Instagram strategy to achieve your specific goals. Whether you aim to increase sales, boost donations, or enhance community engagement, leveraging these tools effectively will lead to greater success on the platform. So, get ready to make the most of Instagram's exciting offerings!