All Of The Latest Changes And Updates to Instagram.

Every month, I publish a newsletter on the latest changes, trends and updates on Social Media. This ranges from platform updates, trending content formats, to industry news and more.

This month, I’m doing it a little differently, as there is so much happening with socials most versatile platform, Instagram, at present, I felt it deserved it’s own issue.

Below are 4 big changes happening on Instagram at present, alongside point number 5 which gives you a general overview of what see working on the platform right now.

Let’s get into it.

1. Hashtags DON’T increase reach (straight from Mosseri himself).

Instagram head Adam Mosseri has finally said out loud what many suspected: hashtags no longer drive significant reach.

Why?

Because the algorithm and user behaviour have both moved on.

👉 Algorithm shift: Instagram no longer prioritises posts purely based on hashtags.

👉 User search behaviour: People are now using Instagram’s search bar like Google — looking for topics, products, and answers, not just tags.

👉 Keyword integration: The platform can “read” your content using keywords in captions, bios, and even video scripts.

So while hashtags still have a place for categorisation and niche discovery, they’re not the lever they once were.

Here’s what to focus on instead:

• ✍️ Instagram SEO: Write keyword-rich captions and descriptions that match what people search for.
• 🎨 Content quality: Make posts authentic, engaging, and visually scroll-stopping.
• 💬 User engagement: Reply to comments and start conversations that build connection.
• 🎥 Short-form video: Reels are still heavily favoured in the feed and give you the best shot at organic reach.

Why this matters:

For years, the playbook was “use all 30 hashtags in the copy” and hope for people to discover you through them. Today, thanks to the ‘interest based’ algorithm that many social platforms have adopted in response to the rise of TikTok, reach is driven by relevance and content quality.

Takeaway for CMOs & Marketing Managers:

Treat Instagram like a search engine. Don’t worry about hashtags unless it’s a specific event or categorisation/branding thing.

Optimise your captions and creative for discoverability and engagement.

Follow the guide above and you’ll likely see a rise in performance.

2. Reels insights are changing. Say hello to Skip Rate

Instagram is phasing out ‘View Rate’ and replacing it with Skip Rate, which shows how many people scrolled past your Reel within the first three seconds.

This shift puts even more pressure on the opening hook.

If your skip rate is high, you’ve lost people before they even gave it a chance.

If it’s low, your hook worked.

This shows clearly that Instagram wants creators to focus on attention, not just exposure.

Those first few seconds now carry even more weight in both content strategy and performance metrics.

Takeaway for CMOs & Marketing Managers:

DEDICATE TIME AND ENERGY to the first three seconds of each piece of content so that it can be the best it can be.

Whether it's by using a bold title, a strong visual or an unexpected hook, the goal should be to make your intros impossible to scroll past.

3. Instagram post sizes have expanded again, but there’s a catch

Instagram now supports 1080 × 1440 px posts, which is slightly taller than the previous 1080 × 1350 standard. That gives you more vertical real estate in the feed.

More space on the screen = More potential eyeballs. Keep to 1350x1080 inside your bigger design to remain on the safe side!keep to 1350x1080 inside your bigger design to remain on the safe side!

But in your grid, those posts still display cropped at 1350 px.

And many scheduling tools haven’t caught up yet.

See our graphic below for guidance!

Why it matters:

This isn’t a huge design shift, but it’s another reminder that Instagram is optimising for the scroll. Taller posts stand out more, but you need to plan your design to keep key content within the safe zone.

Takeaway for CMOs & Marketing Managers:

For now, stick to 1080 × 1350 px if you’re batching or scheduling posts. If you’re posting manually and want to test the taller format, just make sure your key info doesn’t get cut off on the grid.

4. Meta Verified accounts now top Instagram search, plus a wave of new features

A quiet but seemingly important update as all social platforms become a part of ‘search’ strategies around the globe. Verified Instagram profiles now appear at the top of search results.

That means more visibility and potentially more followers for those paying for the badge.

But that’s not all.

There’s a growing list of new tools and tweaks across the platform:

• A new Reposts tab is rolling out to show what you’ve shared
• Improved editing tools now include snapping, safe zones and layout previews
• A new Picks feature is being tested to highlight your interests and show overlaps with friends
• The map view is back, and users can now re-share posts
• The inbox has new filters, folders and custom shortcuts

Meta Verified is no longer just a badge. It's becoming a fast track to visibility and access. Instagram continues to quietly reshape the creator toolkit with small updates that add up to a much more personalised, searchable experience.

Takeaway for CMOs & Marketing Managers:

If visibility and search are a priority for your brand (Tip: IT ABSOLUTELY SHOULD BE), Meta Verified might be worth a test.

And keep an eye on Instagram’s feature set. Even small updates like inbox filters or editing tools can shift how people engage with your content.

5. So what actually works on Instagram right now? Here’s what our data shows

Instagram’s current algorithm favours content that’s useful, valuable and easy to reshare or save.

Based on recent platform trends, here’s what’s performing best:

• Shareable carousels packed with value like tutorials, frameworks and checklists.
• Longer captions that are SEO-friendly and rich in keywords.
• When writing captions on reels, it’s actually more beneficial to write in block paragraphs, as it’s easier to read over the video playing compared to spaced out lines.
• Consistent posting, ideally 4 to 6 times per week.
• 5 to 7 second Reels with strong visual or audio hooks.
• Content people save and return to, not just like in the moment.

Instagram is doubling down on intent-based engagement.

Saves, shares, retention and SEO-friendly writing are now just as important as traditional likes and comments, if not more.

Takeaway for CMOs & Marketing Managers:

Build content that answers real questions or solves small problems. Layer in keywords naturally, keep your Reels snappy and treat carousels like mini-guides people will want to keep.

That’s it for this month’s Instagram special.

As always, if you’d like to talk through how these changes could impact your Instagram strategy or content planning, just comment below or send me a DM. I’m always up for a chat.

If you got value from this, or feel it would help someone you know, it would mean the world to me if you could like, comment and repost it to your network.

And don’t forget to subscribe if you haven’t already! As I mentioned previously, I post this newsletter every week on the latest updates, trends, insights and changes happening on social media.

See you in the next one. 👋 – Jack