Instagram announced major changes in 2025, and content creators need to adapt. Recently, Adam Mosseri, the platform's CEO, shared updates that directly impact reach and organic growth on the social network.
But what really changed? And, more importantly, how do these changes affect your digital strategy? To answer these questions, On put together a summary for you
No more videos with watermarks
One of the main guidelines from Instagram is to avoid posting content with watermarks or logos from other apps (like TikTok or YouTube). That's because the platform considers these videos non-original content, significantly reducing their reach and visibility. So, to ensure good performance, invest in content made exclusively for Instagram.
Audio is essential, even in static posts
Instagram is increasingly encouraging the use of audio in published content. That means even static posts and carousels can and should include audio. This is because the platform wants to boost engagement through the sound experience. Include music, original audio, or viral trends to strengthen your connection with your audience.
Keep your profile in good standing
Keeping your profile in good shape means following the guidelines and avoiding restrictions or penalties. This way, your posts will perform better. The “healthier” your account is, the better your posts will perform. This includes avoiding reports, sensitive content, or actions that could lead to temporary blocks.
Consistency is more than frequency
Posting regularly is important, but it's not enough. Instagram now places much more value on content consistency, which means maintaining a clear editorial line and a well-defined niche. The more clearly the algorithm understands what you produce, the greater your content's targeted reach will be.
Short videos are the ideal format
Videos up to 3 minutes long are now prioritized by Instagram. The platform wants users to explore its new features, and short formats are perfect for quickly capturing attention, favoring greater organic reach.
Adapting to these new rules isn't just a recommendation, it's a strategic necessity. If you want consistent results and to keep growing on the platform, it's time to review and adjust your digital approach.
Which of these guidelines are you already applying to your profile?
Get in touch with On and turn Instagram's changes into winning strategies for your business!
