Threads, Reels, and Beyond: What’s New on Instagram in 2025

Corey C. Walker

If you thought Instagram was settling into its groove, think again. In 2025, Meta is doubling down on new formats, smarter algorithms, and AI-powered content features that change how we create, consume, and convert.

Whether you're a small business owner or a social media marketer, here's what you need to know—and what to do next.

1. Threads Is Getting Serious

Originally launched as a Twitter competitor, Threads has evolved into something far more strategic. It’s now tightly integrated into Instagram. Threads posts can appear in Instagram’s Explore page, and they’re gaining traction with users who want more substance and less fluff.

What you should do: Use Threads to share industry opinions, behind-the-scenes decisions, quick tips, or commentary on news in your space. It’s a great way to establish your voice and thought leadership—especially for service businesses and consultants.

2. Reels: From Trend to Core Strategy

Reels are no longer optional. In 2025, Instagram prioritizes Reels more than ever, and the algorithm now rewards video content with storytelling, depth, and some production value. But not too polished—authenticity still wins.

What’s new:

• AI-generated captions and music sync

• Reels up to 2 minutes long perform well

• You can pin Reels to your profile like highlight banners

  
  

Action tip: Create one strong introductory Reel and pin it to your profile—something that explains what you do and who you help.

3. The Algorithm Has Shifted (Again)

The 2025 algorithm is now topic-focused. That means Instagram is categorizing your posts by subject matter and intent—not just engagement or hashtags. This is part of Meta’s broader AI update (aka Andromeda), which powers search and discovery across Instagram, Threads, and Reels.

Practical tip: Start writing for the search bar. Think: “What would someone search to find a business like mine?” Use those exact phrases in your caption and text overlays.

4. Stories & Broadcast Channels

Stories are still powerful, but now they’re part of a bigger content ecosystem. Broadcast Channels—private, one-way message feeds—are giving brands new ways to nurture followers without relying on the feed or paid ads.

Use Broadcast Channels to:

• Drop exclusive content

• Announce offers

• Share insights your followers won’t get anywhere else

  
  

Use Stories to:

• Showcase client wins

• Share quick how-to’s

• Post behind-the-scenes team moments

  
  

The Bottom Line

Instagram in 2025 isn’t just a social platform. It’s your digital storefront, your landing page, your lead gen funnel and it’s getting smarter by the week.

Written by Corey Walker, co-author of five bestselling Dummies books focused on Instagram, and social media marketing agency owner specializing in growing leads and sales for service-based businesses. Contact me today for a free 15-minute consultation!