Instagram is always changing, and 2025 is no exception. If you want to stay ahead of the game, you need to know what’s trending and—more importantly—how to make it work for you. Whether you’re a brand or a creator, here’s a breakdown of what’s trending this year and how to actually use these trends to grow.
Instagram Trends You Need to Know
AI is Making Instagram Smarter
Instagram’s algorithm is getting way more personalized, which means AI is deciding what people see based on their habits and interests. While this can feel overwhelming, make it work for you by staying informed.
Brands: Use AI-powered tools to track what your audience loves and create content they actually want to see.
Creators: Pay attention to Instagram’s suggested posts—what’s getting pushed to new audiences? Double down on that!
Small, Private Communities are Taking Over
People are spending less time engaging publicly and more time in Close Friends stories, private groups, and DMs.
Use these to create VIP experiences for your most loyal followers and connect with them on a more personal level. Share exclusive content, early access to new products or services, and provide behind-the-scenes peeks at projects you’re currently working on.
Short Reels are the Move
Video content is never going to go away, especially on Instagram, but users are starting to gravitate more towards short, attention-grabbing videos.
How to make it work for you:
- Hook viewers in the first three seconds with a bold statement, question, or eye-catching visuals.
- Focus on value-driven content! Solve a problem, share behind-the-scenes moments, or create mini-storytelling views.
- Use trending sounds and music
- The best-performing videos are under 10 seconds—keep it quick and to the point
- Utilize text overlays and captions to keep people on your videos, even if they’re listening without sound
- Leverage trends, but make them your own
- Use calls to action such as “save this for later” or “tag a friend who needs this” to encourage interactions
Instagram is Basically a Search Engine Now
Captions and hashtags aren’t just getting engagement anymore—they help people find your content. To make it easier for users to find your account, utilize keywords your audience is searching for—think “best skincare for dry skin” or “2025 fashion trends.”
Shopping is Becoming Even Easier
If you are a product-based brand, now is your time to shine! Instagram is doubling down on live shopping, in-app checkout, and interactive product tags.
- Make sure your Instagram Shop is set up with clear, product descriptions, pricing, and high-quality images.
- Use product tags in feed posts, Reels, and Stories to make shopping seamless
- Leverage short-form videos to show your products in action (styling tips, tutorials, behind-the-scenes, etc.).
- Share a “This or That” series on Instagram Stories comparing different products to drive interest.
- Run limited-time offers and promotions to create urgency.
- Partner with influencers & UGC creators to promote your top products.
Real Life > Aesthetic Feeds
People are over the perfectly curated feeds—they want real, raw content that they can relate to. This doesn’t mean you can’t share those carefully curated photos! Instead, mix in unfiltered, everyday moments with your polished content. Show the behind-the-scenes, the messy parts of life, and the real people behind your brand.
Interactive Content = More Engagement
If you’ve been seeing a decrease in your engagement, it’s time to incorporate in polls, quizzes, and question boxes into your Stories content. People love engaging with content that asks for their input.
How to make it work for you:
- Use Instagram Stories’ interactive stickers (polls, quizzes, sliders, question boxes) to create content your audience wants to engage with
- Ask open-ended questions in captions to encourage comments and conversations.
- Create shareable and save-worthy content like lists and guides that encourage users to save the post for later.
- Use calls to action (CTAs) in every post to push users to take the next step.
Paid Subscriptions are the New Normal
More creators and brands are offering exclusive, paid content directly on Instagram through Instagram’s subscription feature.
Types of content to offer paid subscribers:
- Behind-the-scenes content of projects you’re working on
- Tutorials and how to’s
- Style guides (monthly or quarterly)
- Exclusive Q&As
Instagram success in 2025 is all about being adaptable. Whether you’re a brand looking to boost sales or a creator growing your audience, embracing these trends will help you win on Instagram this year.
Looking for help to grow your Instagram this year? Get in touch to learn more about our social media management packages!
