Instagram's 2025 Update: Everything Creators and Brands Need to Know
Instagram has been on a roll this year, dropping major updates that give creators, brands, and everyday users new tools to create, share, and get discovered. Whether you're looking to grow your audience, boost engagement, or simply stay ahead of the curve, this roundup covers everything you need to know about Instagram’s biggest 2025 updates – from SEO visibility and long-form Reels to interactive tools and smarter algorithms.
Public Posts Now Indexed by Google
As of July 10, 2025, Instagram now allows public posts from professional accounts (Business or Creator profiles) to be indexed by search engines like Google and Bing. That means your photos, videos, Reels, captions, and even bio can now appear in standard Google search results, not just inside the Instagram app.
Why It Matters
Previously, your content was walled inside the app. Now, your Instagram feed can function like a mini-website, making it easier for people to discover you even if they aren’t logged into Instagram. If someone Googles a product or service, your Reel or post could be right there in the search results.
What's Eligible for Indexing:
- Only public Business or Creator accounts
- Users must be 18+
- Feed content only (Reels, photos, carousels)
- Stories and Highlights are not indexed
- You can opt out in settings
SEO Tip:
This shift emphasises the power of keywords over hashtags. Craft searchable captions and bios, and add relevant alt text to images. Think like Google: describe what's in the image, who it's for, and where it's happening.
Repost Button for Feed Posts and Reels
Instagram has officially rolled out a Repost feature – think "retweet," but for Instagram. You can now share other people’s Reels and feed posts directly to your own profile, with the content appearing in a new "Reposts" tab. No third-party apps, no screenshots.
Why It Matters:
- Makes UGC sharing easier for brands
- Encourages collaboration and content amplification
- Streamlines how creators engage with each other’s content
Algorithm Now Prioritises Saves and Shares
The Instagram algorithm now rewards quality over quantity. Likes are nice, but saves and shares are the new gold standard.
Here’s what Instagram values most:
- Shares per Reach: Are people passing your content on?
- Saves: Is your post worth revisiting?
- Comments and Replies: Are you sparking real conversations?
- Early Engagement (first 30-60 mins): The faster it hits, the further it goes
So instead of chasing viral likes, create content worth bookmarking or sharing. Think tips, tutorials, carousels, and thoughtful captions.
Grid Reorder and Quiet Posting
Instagram now gives you more control over your profile layout and how you publish:
- Grid Reorder: Rearrange posts in your profile grid without deleting and re-uploading
- Quiet Posting: Publish content without sending it to followers' feeds or notifications
This is huge for aesthetic planning and soft-launching content without the pressure of public engagement.
Reels Upgrades Galore
Instagram has gone all-in on Reels with several updates that make creation and viewing more powerful than ever:
1. Interactive Quiz Stickers
Reels now support quiz stickers – perfect for driving engagement, gathering feedback, or simply making your videos more fun.
2. 2x Playback Speed
Viewers can now watch Reels at double speed – great for skipping ahead or consuming content more quickly. Just long-press to toggle speed.
3. 20-Minute Reels
Yes, really. Instagram now allows Reels up to 20 minutes long. Perfect for tutorials, storytelling, vlogs, or in-depth brand content.
4. Keyframe Animation in Edits App
With the Meta Edits app, creators can now animate text, stickers, and overlays using keyframes, just like professional editing software. This means precise, frame-by-frame control over motion and effects.
Teen Safety Gets Smarter
Instagram has doubled down on protecting younger users:
- Stronger DM Filters: Suspicious messages are flagged automatically
- Unified "Block & Report": One tap to shut down unwanted DMs
- AI Detection of Underage Users: Under-13 accounts get auto-restricted
- Teen Accounts: Default to private, limited tagging & messaging
These protections make Instagram safer for younger audiences and give peace of mind to parents.
Meta Edits App: Creator Toolkit
The newly launched Meta Edits app is a game-changer:
- Advanced editing (multi-clip timeline, keyframes, green screen)
- Auto-captions and voice enhancement
- Real-time engagement stats
- Direct publishing to Instagram
It’s like CapCut, but native to Instagram and built for creators who want power without needing desktop software.
Final Thoughts: How to Win with Instagram in 2025
Instagram isn’t just a photo app anymore. It’s a search engine, a video hub, a shopping tool, and a brand-building platform all in one.
If you're a brand, business, or creator, here are the 5 takeaways:
- Optimise for Google: Use searchable captions, bio keywords, and alt text.
- Focus on Engagement Quality: Prioritise saves, shares, and early interaction.
- Reels Are the Future: Longer formats, animation, and speed controls make them more versatile than ever.
- Own Your Grid: With post reordering and quiet mode, your feed is fully yours to shape.
- Use the Edits App: It’s the most powerful free editing tool Meta has launched.
Instagram in 2025 is full of potential. Stay flexible, stay creative, and lean into what the platform rewards: real value, meaningful interaction, and content people want to come back to.
Need help optimising your Instagram for this new era? We’d love to help. Let’s talk strategy.
