Instagram Trends to Watch in 2025: What Brands Need to Know Now
If you’re trying to grow your presence on Instagram in 2025, you’re not alone — and you’re not without help. The platform has been more transparent than ever about how its algorithms work, and that’s a big win for creators and brands alike. But with all that information flying around (thanks, Adam Mosseri and the @creators account), it can feel like trying to drink from a firehose.
At Go Be Social Media, we’re here to break it down for you — no fluff, no jargon, just real talk about what’s working on Instagram right now and how you can use it to grow your brand. We’ve also got the tools (hello, Sprout Social!) and the strategy chops to help you make it happen. Let’s dive into the biggest Instagram trends shaping 2025.
1. Instagram’s Algorithms Are Smarter (and More Specific) Than Ever
First things first: there’s no single “Instagram algorithm.” Instead, each part of the app — Feed, Stories, Reels, and Explore — has its own ranking system based on how people use that specific feature.
Here’s a quick breakdown:
- Feed: Prioritizes content from accounts you engage with most.
- Stories: Focuses on your closest connections and how often you watch or reply to their stories.
- Reels: Designed to help you discover new creators — so it’s all about entertainment and shareability.
- Explore: A discovery engine powered by your past likes, saves, and shares.
Understanding how each of these works means you can tailor your content to perform better in each space.
2. Short-Form Video Still Reigns — But It’s Evolving
Reels continue to dominate Instagram, and in 2025, short-form video is still the MVP. But here’s what’s new:
- Reels under 90 seconds tend to perform best.
- DM shares are the strongest signal for the algorithm — if someone sends your reel to a friend, that’s gold.
- Sound-off viewing is on the rise. Add captions or text overlays to hook viewers who scroll in silence.
- Avoid logos and watermarks from other platforms (we’re looking at you, TikTok). Instagram deprioritizes content with third-party branding.
Pro tip: If a reel starts to take off, post again within a day or two to ride the momentum.
3. Carousels Are Back in a Big Way
Carousels aren’t just for photo dumps anymore. They’re one of the best-performing post types on Instagram right now.
Why? Because if someone doesn’t swipe through all the slides, Instagram may show them the post again later, starting where they left off. That gives your content multiple chances to grab attention.
Use carousels to:
- Tell a story
- Break down tips or tutorials
- Share behind-the-scenes content
- Repurpose video content into stills or graphics
4. Stories = Connection, Not Discovery
Stories aren’t the best place to reach new people — but they’re perfect for nurturing your existing audience.
To make the most of Stories in 2025:
- Use interactive stickers (polls, questions, quizzes) to boost engagement.
- Share behind-the-scenes content or quick updates.
- Repost UGC (user-generated content) to build trust and community.
- Keep it fresh — don’t just repost your feed content. Add context or extras.
5. Explore Page = Discovery Goldmine
The Explore tab is where Instagram users go to find new content — and it’s a huge opportunity for brands.
To increase your chances of landing there:
- Use trending audio when it fits your content.
- Focus on shareable content (especially DMs).
- Keep Reels under 90 seconds for maximum engagement.
- Use keywords in your captions — Instagram’s search function is smarter now, and SEO matters more than hashtags.
6. Hashtags Are Out, Keywords Are In
In late 2024, Instagram quietly made a big change: users can no longer follow hashtags. That means hashtags don’t carry the same weight they used to.
Instead, focus on:
- Writing clear, keyword-rich captions
- Optimizing your bio with relevant terms
- Using 3–5 targeted hashtags (not 30!)
Instagram’s search is becoming more like Google — so think about what your audience is searching for and speak their language.
7. Authenticity > Aesthetic
The polished, overly curated Instagram feed is fading. In its place? Raw, real, and relatable content.
In 2025, audiences are craving:
- First-person storytelling
- Behind-the-scenes moments
- Unfiltered opinions
- Creator-led content that feels human
This doesn’t mean your content should be sloppy — it just means you don’t need to be perfect. Follow brand guidelines, use your iphone to get content. Be real. Be you.
8. Data Is Your Best Friend
You can’t improve what you don’t measure. That’s why we use Sprout Social to track performance, uncover insights, and refine strategy.
Here’s what we recommend tracking:
- Engagement rate (likes, comments, shares, saves)
- Reach vs. impressions
- Top-performing content types
- Best times to post (based on your audience, not general advice)
Sprout Social’s analytics help us understand what’s working and what’s not — so we can pivot fast and keep your content strategy sharp.
9. Consistency Is Still Queen
Posting regularly is one of the most reliable ways to grow on Instagram. But consistency doesn’t mean constant.
Find a cadence you can stick with — whether that’s daily, three times a week, or something else — and plan ahead using a content calendar. (We build these for our clients, btw.)
10. Community Is the New Currency
In 2025, it’s not just about followers — it’s about the people who actually care about what you post.
To build community:
- Respond to comments and DMs
- Ask questions in your captions
- Feature your followers in your content
- Create content that sparks conversation
Remember: the algorithm rewards engagement. But more importantly, your audience rewards authenticity.
Final Thoughts
Instagram in 2025 is smarter, faster, and more nuanced than ever — and that’s a good thing. With the right strategy, tools, and mindset, you can grow your brand, connect with your audience, and stay ahead of the curve.
At Go Be Social Media, we live and breathe this stuff. Whether it’s crafting a content strategy, managing your calendar, or diving into analytics, we’re here to help you make Instagram work for your business — without the overwhelm.
Got questions? We’re just a DM away. Or better yet, let’s build something amazing together.
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Written by Jenn Hurless and the Go Be Social Media team. We help brands grow with strategy, creativity, and a whole lot of heart.