Instagram in 2025: Anticipated Updates for Business Marketing

By victoria

2024 was a difficult year for small business marketing on Meta platforms.

Facebook has unintentionally become a platform for opinion-based content, which either created a cancel culture for users and businesses or caused users to not use the platform at all.

Instagram, on the other hand, already knew it had a “too much content problem,” which is why its algorithm prioritized content from popular accounts, but not necessarily from accounts that users follow.

The problem that Instagram didn’t realize it had? Users are conditioned to think of Instagram as a place to connect with family and friends. This juxtaposition created Instagram’s problem because Instagram is chasing the TikTok model, which is designed for entertainment, not connection.

So, when Instagram redesigned its algorithm to show entertaining content, users became increasingly frustrated with not being able to see content from accounts they follow. In turn, this made it difficult for small businesses to get in front of current and potential clients.

While that sounds grim, Instagram is creating new avenues for small businesses to see success on the platform in 2025. That also means it’s time to level up from posting only static images and relying on hashtags.

Hashtags are so 2015 (a decade ago, by the way!).

In 2025, Instagram is sophisticated!

#Hashtags

In every Instagram discussion, I have to mention hashtags. It’s the most commonly known feature that Instagram has, but over the years, it’s lost most of its power.

On December 13, 2024, the ability to follow hashtags and hashtag landing pages is going away. There are a lot of technical and UX reasons why, but to put it simply: 1. the algorithm no longer needs hashtags in order to understand what a post is about and 2. hashtags were overtaken by spam.

When it comes to strategysmith’s clients, with one very niche exception, we’ve noted that posts see 0% engagement and 0% discoverability from the use of hashtags. And the client exception? 5-7% of reach comes from hashtags.

The takeaway is that static posts don’t depend on hashtags. In most cases, we suggest skipping hashtags on posts, unless you can test and analyze their efficacy.

Note: Hashtags are still encouraged for Instagram Reels.

Carousel Posts

Carousel posts on Instagram are posts that have 2-20 photos and videos. These are the posts that you can swipe through.

These types of posts are effective because they include the ability to share educational information.

Carousels are also designed to get more views than a single photo. This is because after seeing the carousel post for the first time, Instagram will potentially show it again in the feed by using the second or third photo, which may be more engaging to the viewer than the first photo.

Another promising feature for carousel posts is they can now be shown in the Reels tab when paired with music provided by Instagram.

This feature is still new and doesn’t seem to have a reliable methodology yet, which means we’ll likely see creative execution of its potential in the next 6 months.

Instagram Stories

Instagram Stories may have the most potential in 2025.

Stories on both Facebook and Instagram are gaining new capabilities, like the ability to be scheduled in Meta Business Suite and the ability to add comments.

There are other features and formatting being tested for Stories, and Adam Mosseri, Head of Instagram, has mentioned using Stories as a way to deepen your connection with your followers.

When we see multiple features being tested on a certain product, like Stories, we listen. Meta will almost never unveil algorithm updates, so when there are breadcrumbs, I pay attention.

The ability to schedule Stories means that you can create the same high-quality content as you do feed posts. This means to go beyond re-sharing a feed post to Stories.

In 2025, think of Instagram Stories as its own entity, not an afterthought.

Integrate Stories into your content plan by reformatting feed posts into the correct dimensions, 1080×1920 pixels, and utilizing links.

Links are especially helpful for Instagram, which requires users to navigate to the link in bio (and believe it or not– that’s a barrier that prevents many users from completing that step).

On Facebook, you can schedule a post with a link, which, when posted, allows you to swipe up to visit the link.

This isn’t possible (yet!) for Instagram, but you can add a Link Sticker to the post for viewers to click on.

Instagram Stories have something feed posts don’t: organic reach.

Stories appear at the top of the Instagram feed and only include people you follow. This is a great way to show content to your followers since the normal feed prioritizes content from people you aren’t following.

This physical positioning is also a way to find a different part of your audience since many users will only view Stories for updates.

Portrait vs. Square

In response to vertical-oriented videos and the orientation of smartphones, Instagram will likely update account profiles from squares to portrait/vertical. This is more of a technical consideration than a strategy or tactic.

I recommend updating your graphics and images to 1080×1350 pixels, or 4:5, in anticipation of this update. Canva’s resize tool can easily do this!

Organic vs. Paid

In 2025, businesses should seriously consider paid advertising on Instagram.

There are 2 billion active users on Instagram and the average time spent on the app is between 33 and 45 minutes. For the majority of small businesses, it’s not realistic to find potential clients through organic content alone.

With paid advertising, Instagram has an incredible amount of data on its users that businesses can tap into to find potential clients.