The ultimate guide to Instagram’s features & best practices.

Since the start of 2025, Instagram has been rolling out a series of updates aimed at improving user engagement and enhancing content creation tools. These changes come as the platform seeks to maintain its position as a dominant force in social media, especially in light of TikTok’s uncertain future due to potential ban in the US. Instagram’s updates focus on providing businesses with more effective ways to connect with their audience, streamline content creation, and measure performance.

In this article, we’ll explore the key new features that Instagram has introduced this year, along with some longstanding tools that remain essential for brands. We’ll not only highlight the latest updates but also provide actionable advice on how brands can make the most of these tools to improve their Instagram strategy.

Instagram DM and chat features.

Instagram has introduced several updates aimed at improving communication, making it easier for users to connect across languages and streamline conversations. These updates not only improve the user experience but also offer new opportunities for businesses to better serve their global audience. Here’s a closer look at the latest Instagram DM features and how brands can make the most of them.

1. Instagram DM translation

The translation feature allows users to communicate more easily across languages, making conversations smoother and more inclusive—especially for businesses and influencers with global audiences.

How to translate a DM on Instagram:
– Go to the DM chat.
– Tap and hold the message you want to translate.
– Select “Translate”.

Best practice: Brands with international followers should use this feature to improve customer service and engagement. Encourage your community to send messages in their native language, knowing the translation feature will bridge any language barriers.

2. Instagram DM editing

Instagram users can now edit their DMs after sending them. This eliminates the pressure of perfecting messages before sending, allowing for more natural communication.

Best practice: For businesses, this update allows for quick corrections to any mistakes in communication. If a customer has a query and the community manager realises a key detail was missed in the response, the message can be edited. It’s important to maintain professionalism by making edits promptly and transparently to uphold customer trust.

3. Instagram DM themes

This feature allows users to customise the appearance of their DM conversations with different themes and colours.

Best practice: Brands can create unique themes that align with their visual identity or special campaigns. This will make your communications stand out in your audience’s inbox and enhance the branding experience. Personalising conversations for different segments of your audience—like VIP customers or seasonal promotions—could improve engagement and drive customer loyalty.

4. Pin chats to the top of your inbox

For brands, keeping track of conversations can sometimes be challenging when receiving a high volume of messages. Fortunately, businesses can now pin important chats to the top of their inbox for easier access.

Best practice: For businesses managing multiple customer inquiries, pinning key conversations (e.g., with high-value clients or urgent customer support requests) helps streamline communication. This feature especially can be useful during product launches, events, or limited-time offers where staying on top of conversations is critical for success.

5. Share your favourite songs directly in DMs

For music enthusiasts who enjoy sharing their favourite tracks, Instagram has introduced a new way to send songs via direct messages.

Previously, users had to leave the app, search for a track on a music platform, and manually share it. Now, with this feature, sharing music is quicker and more convenient.

How to share music in Instagram DMs:
– Open a DM conversation and access the sticker tray.
– Find the icon “Music”, select, and browse for the song you wish to share.
– Tap on the track to send a 30-second preview to your recipient.

Best practice: Brands, particularly in the music and entertainment industry, can use this feature to improve engagement. Encourage followers to share your latest releases or curated playlists directly with friends, encouraging organic discovery and increasing exposure. Consider integrating this into social media campaigns to create a more interactive experience for audiences.

6. Scheduled DM messages

For running a brand, handling customer inquiries, or simply wanting to send a message at the perfect time, brands no longer need to rely on reminders—Instagram now allows you to schedule DM messages directly within the app.

How to schedule a DM on Instagram:
– Type your message in the chat.
– Tap and hold the send button.
– Select the desired date and time for the message to be sent.
– Tap send, and your message will be scheduled.

Best practice: Brands can use this feature to enhance customer engagement by scheduling timely responses, promotional messages, and reminders. Whether announcing a product launch, following up with potential customers, or sending personalised greetings and scheduled DMs.

7. Pin content in your DM chats

Instagram now allows users to pin up to three messages per chat, ensuring that important content remains easily accessible.

While this feature is perfect for keeping track of memorable moments—such as hilarious memes in a group chat—it also serves a more practical purpose. Businesses, for example, can pin essential messages, such as order details, FAQs, or key updates, to streamline customer communication.

How to pin content in Instagram DMs:
– Tap and hold the message, image, GIF, or other content.
– Select “Pin” from the menu.
– The pinned content will remain at the top of the chat for easy reference.

Best practice: Brands can use this feature to highlight crucial information for customers, such as support details, promotions, or responses to common inquiries.

8. Personalise IG chats with nicknames

This feature allows users to assign custom nicknames to friends in both one-on-one and group chats.

Key features of Instagram nicknames:
– Nicknames are unique to each chat.
– They can be updated at any time.
– They help streamline and personalise messaging experiences.

Best practice: Businesses can use nicknames creatively to build stronger relationships with customers. For instance, assigning personalised tags to VIP clients or team members can make interactions feel more tailored and engaging. Additionally, when managing multiple conversations with the same customer, nicknames can help brands to easily distinguish between different queries or requests, helping stay organised.

9. New stickers

With 17 new sticker packs, offering over 300 unique designs, users now have more creative ways to express themselves in Direct Messages. Whether brands wish to add humour to a conversation or convey emotions when words fall short, these stickers are designed to improve the messaging experience. From playful graphics to relatable reactions, they provide an excellent way to add personality and engagement to the interactions.

Best practice: For customer engagement, select stickers that align with your tone and aesthetic, helping you maintain consistency across your communications. Stickers can also be used to add personality to responses in customer service chats, making interactions feel more approachable and friendly. However, be mindful not to overuse stickers in professional conversations – subtlety is key to ensuring that your brand’s communication remains clear and effective. Additionally, try incorporating relevant stickers to highlight promotions, special offers, or events to keep messages engaging and visually appealing.

Instagram Notes features.

Instagram now allows brands to add short notes (up to 60 characters) to their posts or Reels, which can be shared with mutual followers or close friends.

1. Adding notes to Posts and Reels.

This feature offers a simple way to provide additional context or personalised updates.

How to add a note to a post or reel:
– Tap on a post or reel.
– Tap Add note… and enter a note of up to 60 characters.
– Select to share your note with Followers you follow back or your Close Friends. Keep in mind: If you share your note with Close Friends, your note can be seen by Close Friends that follow you back.
– Tap Share in the top right to share your note.

Key features of notes:
– Followers can like or reply to your note, starting a private chat.
– Notes are visible only to your selected audience, and others cannot see interactions.
– Notes can be deleted by either the author or the audience if part of the selected group.
– Notes must comply with Instagram’s Community Guidelines.

Best practice: Ensure notes are concise, relevant, and aligned with your brand’s voice. Encourage engagement by inviting replies, and monitor responses to maintain positive interactions. Use this feature sparingly to avoid overwhelming your audience, and ensure all notes comply with Instagram’s guidelines to maintain brand integrity.

2. Testing out location tags in Notes.

A select group of users can now add location tags to their Notes, linking to the Instagram location page for a specific place. This feature is currently being tested and provides an opportunity for users to add more context to their posts by incorporating relevant location information.

Best practice: Once the location tag feature is fully available, brands can use it to enhance their Notes by tagging relevant locations tied to events, store openings, or promotions. This can help improve discoverability, especially for local audiences, by linking directly to location pages on Instagram. For businesses with physical locations, this feature is ideal for driving foot traffic and promoting local engagement. Be sure to include location tags in Notes related to time-sensitive offers or events, as it can increase visibility and encourage interaction from your targeted community.

3. Group chat conversation starters in Notes.

Instagram now offers conversation starter prompts in Notes for group chats, making it easier for users to get discussions going.Best practice: Businesses hosting group chats, like product feedback sessions or community forums, can use these conversation starters to encourage participation and engagement. Brands should craft prompts that align with their tone of voice to guide conversations and keep users on topic, promoting a stronger sense of community and interaction.

Instagram Reels and Video features.

Recent updates to Instagram Reels and video features provide greater flexibility, allowing for longer and more engaging content. This gives users more room to express their creativity and offer brands fresh ways to engage their followers.

1. Instagram video posts are now reels only.

Instagram has combined video posts and Reels, meaning all new video content will be formatted as Reels.

Best practice: As Reels now take precedence, brands should focus on creating high-quality, engaging videos that capitalise on Instagram’s algorithm prioritising Reels. Avoid using lengthy, unedited content—focus on snappy, visually appealing videos that immediately capture the viewer’s attention.

2. Reels can now be 3 minutes long.

Instagram’s extension of Reels from 1 minute to 3 minutes offers brands an excellent opportunity to enhance their content and engage their audience more effectively. With the added time, brands can go beyond quick snippets and deliver more in-depth, valuable content such as tutorials, product demonstrations, and behind-the-scenes footage that showcase the brand’s personality and expertise.

Best practice: Brands can use this additional time to create comprehensive educational content, such as step-by-step guides or detailed how-to videos, that inform and empower their audience. For example, a fitness brand could offer a complete workout routine, while a tech brand could walk viewers through a product setup. Additionally, using storytelling to connect emotionally with viewers—whether sharing the brand’s origins, a customer success story, or the inspiration behind a product—can deepen audience loyalty. Furthermore, maintaining the right balance between engaging content and concise messaging is key. Even with three minutes, it’s important to keep the pacing dynamic and the content interesting, using text overlays, captivating visuals, and music to keep the viewer engaged from start to finish.

3. Testing content with Instagram trial Reels.

Instagram is experimenting with a “Trial Reels” feature, enabling users to post Reels privately to assess their performance before making them public. When a Reel is marked as a trial, the app distributes it to random Instagram users, but it will not appear on your profile or in your Reels tab, nor will it be visible to your followers. Only users who do not follow you will see it. Their interactions with the Reel can help you decide whether to publish it on your profile.

Best practice: Brands can use this feature to test various types of content and determine what appeals strongly to their audience before making it public. For brands, it’s an excellent opportunity to refine the approach and experiment with new ideas while ensuring that the final content has the best chance of success.

4. Meta-verified users can add clickable links in Reels.

Meta-verified users now have the chance to add clickable links directly in their Reels, offering a valuable opportunity for brands to drive traffic and increase conversions. This feature is available through a tiered subscription model.

Best practice: Brands looking to drive traffic from Reels should seriously consider upgrading to a higher subscription tier to gain access to clickable links. Once this feature is available, brands should incorporate links in a way that feels natural and adds value. For example, rather than simply adding a link, include a clear and compelling call-to-action (CTA) that motivates the audience to click. Whether it’s directing them to a product page, a special offer, or a blog post, brands need to ensure the link aligns with the content and improve the user experience. Additionally, keep your CTAs concise and actionable—using phrases like “Tap to explore,” “Shop now,” or “Learn more” to create a sense of urgency and encourage interaction.

Instagram profile customisation and content updates.

1. Zooming in on profile pictures.

Users can now zoom in on profile pictures directly within the app, providing a clearer and more detailed view of your brand’s visual identity.

Best practice: Brands should optimise their profile images to ensure they are high-quality, well-lit, and professionally designed. This is the brand’s first impression on Instagram, so it needs to accurately reflect the brand’s values and personality. The image should remain visually clear, even when zoomed in, as users may scrutinise it more closely. Consider using a logo or image that is recognisable and scalable for various screen sizes, ensuring consistency across devices and maximising brand recognition.

2. Multiple links in Bio.

Instagram allows users to add up to five links in their bio, providing a more streamlined way to share multiple destinations directly on their profile. This update eliminates the need for third-party tools like Linktree, making it easier for users to guide their audience to different pages, products, or content. This feature is currently available through the mobile app.

Best practice: Businesses should regularly update bio links to align with new products, services, or initiatives, keeping the audience informed. This feature can also be used to guide customers to specific resources such as support pages, event registrations, or social media accounts, increasing the effectiveness of brands’ Instagram profiles.

3. Rectangular profile grid.

Instagram has redesigned its profile grid, replacing the square thumbnails with rectangular ones, which offer a better visual presentation, especially for vertical content. Another noteworthy factor is the TikTok ban in the USA, which presents Instagram with an opportunity to attract users looking for an alternative platform. The redesigned rectangular profile grid closely resembles TikTok’s profile layout.

Best practice: We always advise brands to plan content to ensure your grid creates a smooth and engaging visual narrative. To refine the visual presentation of Instagram posts, the app now provides a new setting for this:
Navigate to your post and tap the three dots in the top-right corner of your screen.
Select “Adjust Preview.” You can modify the cover of your post and customise the thumbnail to your preference.

4. Instagram profile cards.

These cards function as virtual business cards, allowing users to share them and make new connections. The two-sided, animated cards display key details from your Instagram profile, such as your profile picture, bio, links, music, and QR code. Users can also personalise the card with a background image of their choice.

Best practice: Brands can choose a background image that aligns with their personal brand or the message they wish to convey, ensuring consistency with the overall Instagram aesthetic. The QR code can be particularly useful for easily sharing the card at events or networking opportunities. Additionally, avoid overcrowding the card with too much information; focus on the most important details to keep it visually appealing and easy to read.

5. Pin posts to your profile grid.

Users can pin up to three posts on their profile grid to highlight important content, ensuring key messages remain visible to visitors at all times. This feature allows brands and creators to showcase essential updates, promotions, or evergreen content without it getting lost in the feed.

Best practice: Brands should pin their best-performing or most important posts, such as product launches, major announcements, or top-selling items, to maximise visibility. Regularly update pinned content to align with current campaigns, seasonal promotions, or brand storytelling efforts. Use high-quality visuals and engaging captions to capture attention and encourage interaction. For e-commerce brands, consider pinning posts featuring customer testimonials or influencer endorsements to build trust and credibility.

6. Instagram feed with no ads and no suggested posts.

Users can now view their Instagram feed without suggested posts or ads, showing content only from accounts they follow. This allows for a more focused and personalised browsing experience. However, this feature applies only to feed posts and does not extend to Instagram Stories.

Best practice: Brands should create valuable and relevant content to keep their posts visible in followers’ feeds. Since posts will not be recommended to new users through suggestions, it’s important to encourage existing followers to turn on post notifications for important updates.

7. Instagram new group profile feature.

Instagram has introduced a “Group Profile” feature, allowing multiple contributors to post on a shared profile. Content posted within the group is visible only to its members, creating a focused space for collaboration.

Best practice: Brands can use Group Profiles to collaborate with influencers, partners, or internal teams for campaigns, product launches, or exclusive content. To maintain consistency, set clear guidelines on branding, tone, and visual style. Contributors should share meaningful insights, behind-the-scenes content, or unique perspectives that add value to the group. Regularly review the shared content to ensure alignment with brand messaging and maintain a high standard of quality.

8. Increased carousel limit to 20 slides.

Instagram has increased the carousel limit, now allowing users to include up to 20 slides per post, doubling the previous limit of 10 and 15.

Best practice: To make the most of the expanded carousel feature, brands should aim to create cohesive, visually appealing slides that tell a story or guide the audience through a journey. Each slide should be well thought out, whether for showcasing product details, telling a brand narrative, or presenting a series of educational or inspirational content. Businesses should be mindful of the order of the slides to maintain a logical flow and encourage viewers to swipe through to the end. Additionally, using a mix of formats—such as images, videos, and text—can make carousels more engaging and versatile. Lastly, it’s important to include clear calls to action within the carousel, encouraging interaction or prompting viewers to visit websites, engage with the content, or make a purchase.

9. Follow hashtags option removed.

While this is not a new update, it’s worth remembering that as of 13 December 2024, Instagram no longer allows users to follow hashtags. Posts from followed hashtags no longer appear in feeds, and the option to follow new hashtags has been removed. This change was introduced to reduce spam and irrelevant content often linked to trending hashtags.

Although hashtags still help categorise content and improve discoverability through searches and the Explore page, Instagram has shifted away from them as a primary discovery tool, instead relying more on advanced algorithms to personalise user experiences.

Best practice: Since following hashtags is no longer an option, brands and creators should focus on producing high-quality content to stay visible. A strong hashtag strategy remains important for search, helping users discover relevant posts. Use a mix of niche and popular hashtags to improve discoverability. Encourage interactions with compelling captions, and take advantage of Instagram’s interactive features like Reels and Stories. Actively responding to comments and DMs also helps maintain connections and keeps content relevant to followers.

10.Instagram testing ‘Re-Posts’ to amplify content.

Instagram is currently testing a new Re-Post feature, which will allow users to share posts and Reels directly to their followers’ feeds.
Best practice: Previously, users could only share content to Stories. Now, with the Re-Post button under a post or Reel, users can add their own text and have it appear in their followers’ feeds like a regular post.

Instagram first tested this feature in 2022, but it is now being trialled again. As feeds are already influenced by AI-driven recommendations and posts liked by friends, Re-Posts offer another way for content to be shared and discovered.

Instagram Stories and interaction features.

1. 60-second instagram stories.

Since 2024, Instagram allows stories to be up to 60 seconds long without automatic segmentation.

Best practice: Now that it is possible to share longer, uninterrupted content, brands can create more narrative-driven Stories, such as customer testimonials, detailed product showcases, or storytelling series. Adding compelling calls to action and using interactive stickers can help keep viewers interested throughout the full 60 seconds.

2. Dedicated tab for Story highlights.

Instagram is testing an update to its profile layout that gives Story Highlights their own dedicated tab. Instead of appearing as circular icons (or “pogs”) above the profile grid, Highlights may be moved to a separate section, represented by a heart-shaped icon. This potential change aims to create a cleaner profile layout and keep current content in focus.
As this feature is still in testing, it is not yet available to all users. If rolled out more widely, it could improve profile organisation and make it easier for users to find and interact with branded content.

3. Commenting on Instagram Stories.

Instagram’s new feature allows users to comment directly on Stories. Comments are visible to all viewers, though only followers who are followed back can comment, and the feature must be enabled in settings. Comments last for 24 hours unless the Story is saved as a Highlight.

Best practice: Brands should respond to comments thoughtfully, maintaining a consistent tone. Since only followers you follow back can comment, it’s important to engage with them in an authentic manner to build loyalty. Encouraging community interaction, such as asking questions, can help boost engagement. As comments disappear after 24 hours, brands can preserve them by adding Stories to Highlights. Regularly monitoring comments is also essential for addressing any concerns or negative feedback, ensuring a positive experience and customer satisfaction.

4. Story interactive Stickers.

Instagram regularly updates its selection of Story stickers, introducing new interactive features to enhance engagement. The stickers available to each user may vary based on account type, with some features being tested before wider release.

Best practice: Brands should experiment with new stickers to make Stories more interactive and encourage audience participation. Features like polls, quizzes, and question stickers can help spark conversations, while countdowns and link stickers drive traffic to promotions or events. Regularly explore the latest sticker options to keep content fresh and aligned with Instagram’s evolving tools.

5. Instagram map search.

Instagram’s Map Search is a new discovery tool that helps users find businesses directly within the app, functioning similarly to Google Maps. Accessible through Instagram’s search bar, this feature allows users to explore nearby businesses, view public posts tagged at specific locations, and access key details such as location and pricing.

Check if your business location exists on Instagram.
– Open the Instagram app and tap the magnifying glass (Search) icon.
– Enter your business name in the search bar.
– Scroll through the Places tab to see if your business appears.
– If your location already exists, users can tag it in their posts and Stories.
– If not, proceed to create or claim your location.

Best practice: Brands should optimise their Instagram profiles by ensuring their location is correctly tagged and encouraging customers to tag their business in posts and Stories. This increases visibility and helps potential customers discover their products or services more easily.

Instagram algorithm and insights.

1. Key changes in the Instagram algorithm for 2025.

Instagram now uses multiple ranking systems across different parts of the app, meaning the Feed, Stories, Reels, and Explore each prioritise content differently. The Feed ranks posts based on how often a user interacts with an account, rewarding frequent engagement through likes, comments, shares, and DMs. Stories favour close connections and regular posting, ensuring that active accounts stay visible. Reels are driven by watch time, shares, and the use of trending audio, while the Explore page surfaces content based on a user’s past interactions and interests.

Best practice: Brands should focus on posting in the formats Instagram prioritises, such as Reels and interactive Stories. Creating high-quality, original content increases visibility, as the algorithm now deprioritises reposts without added value. To improve ranking, posts should be spaced out rather than shared back-to-back. Adding location tags and using a mix of trending and niche hashtags helps with discoverability. Encouraging interactions is key, so brands should use clear calls to action in captions, prompt followers to comment, and include polls or question stickers in Stories. Regularly reviewing Instagram Insights allows brands to refine their strategy based on performance data and stay aligned with platform updates.

2. Instagram creator mode.

Instagram continues to improve Creator Mode, introducing tools that make content creation easier and more collaborative. The latest updates include AI-powered editing tools to streamline content production and improve quality. Additionally, co-authoring for Reels has been expanded, allowing creators to collaborate more effectively and reach wider audiences. The new “Edits” app also provides better control over content adjustments.

Best practice: Brands can use the co-authoring feature to team up with relevant creators, industry experts, or brand partners. This helps the content appear on multiple profiles, increasing visibility and engagement. When using AI tools, businesses should focus on enhancing video quality or speeding up the editing process—avoiding over-editing will keep content authentic. We also advise to regularly test new features to stay ahead of trends and find what works best for the brand.

3.Instagram analytics & professional dashboard.

Instagram has made significant updates to its Instagram Analytics and Professional Dashboard in 2025, providing brands and creators with more comprehensive tools to understand and improve their performance on the platform.

Previously, analytics were limited to viewing data for 30 or 60 days, but now you can access insights for up to 90 days, offering a longer-term perspective on trends. Additionally, the ability to track live video performance has been added, giving brands more opportunities to optimise their video content.

Instagram’s Professional Dashboard, introduced in 2021, has become an essential feature for both creator and business accounts. It serves as a central hub to monitor account performance, manage campaigns, and access valuable tools. Current key features include:

– Overall account performance and performance insights: A comprehensive overview of your account’s activity and growth over time, helping you understand key trends and performance indicators. Track key metrics over time, including reach, engagement, net follower growth, reactions, comments, shares and link clicks. The dashboard offers a detailed view of audience interaction and campaign impact over the past 90 days.

– Instagram analytics: In-depth insights into reach, engagement, follower demographics and behaviour, enabling brands to fine-tune their content and engagement strategies.
Promotions: Manage and monitor paid campaigns directly from the dashboard, with access to data that supports optimisation and improved ROI.

– Branded content approvals: A simplified process for managing, reviewing and approving brand partnerships and sponsored content, improving workflow efficiency.

– Instagram shopping: Tools and analytics to track the performance of your product listings, helping you assess what’s working and where improvements can be made.

– Saved replies: Quick access to frequently used responses, making community management more efficient and consistent.

– Best practices educational hub: A new in-app learning destination within the Professional Dashboard offering creators tips, tricks and guidance curated by the @creators and @instagramforbusiness teams. It includes personalised advice, educational Reels, and resources to help improve content and grow audiences.

– Creator collaboration tools: Instagram now offers enhanced tools to facilitate collaborations, including an “Open to Collaborating” status that lets creators signal their availability for partnerships. This is accessible via the Professional Dashboard and supports easier discovery and connection.

– Monetisation and business tools: The dashboard gives access to monetisation features such as branded content tools, badges, and IGTV promotions. Users can check their eligibility and monetisation status directly, as well as create shoppable content through Instagram Shopping.

– Accessing the professional dashboard: You can access the Professional Dashboard by navigating to your profile and selecting “View Professional Dashboard”. A professional account (creator or business) is required – this can be enabled via your account settings.

Best practice: Brands should regularly monitor the 90-day analytics data to spot long-term trends and adjust strategies accordingly. Use the live video insights to assess engagement and optimise future live sessions for maximum interaction. The Professional Dashboard provides an overview of important metrics, so brands should take advantage of all the tools available—especially Promotions and Branded Content Approvals—to enhance the efficiency of campaigns and partnerships. Finally, pay attention to Instagram Shopping insights if you have a shop on the platform, and use Saved Replies to speed up your customer interactions, keeping engagement high.

As Instagram continues to introduce new features in 2025, the platform is focused on providing brands with more effective tools to engage with their audiences and streamline content creation. The recent updates—ranging from advanced messaging options like DM translation and editing, to more opportunities for video content creation with Reels—offer brands an expanded set of tools to improve communication and grow their presence.

By taking advantage of these new features—such as personalised DM themes, collaboration tools, and performance tracking—brands can refine their strategies and increase their impact. The added tools for monetisation and product promotion also provide businesses with practical ways to drive results on the platform.

With Instagram’s ongoing updates and focus on improving user experience, now is the ideal time for businesses to make the most of these new tools to strengthen their brand presence and connect with their audiences in meaningful ways.