How Instagram is capitalising on TikTok’s turmoil with controversial new updates

List of Instagram Changes: What is the new feature of Instagram?

Understanding Instagram's functions will give you a competitive edge and help you keep your campaigns ethical.

Let's examine the latest changes and what they mean for you.

1. Instagram’s New Video Editing App: Edits

Instagram is taking video creation to the next level with its new app, Edits, set to debut in the UK on March 13 (iOS).

Edits will provide new functionality for developing professional-quality videos on your phone. According to Instagram head Adam Mosseri, Edits offers "a full suite of creative tools." It's a tool that's very similar to TikTok's parent company, ByteDance, app CapCut, which was also blacked out with TikTok.

Mosseri is positioning the app as the go-to for all your video editing needs, including:

• All the expected video-editing tools
• A dedicated inspiration tab that works like a video Pinterest board
• An idea workspace
• A high-quality camera
• Draft organisation and sharing tools for easy collaboration
• Easy 1080p video sharing to Instagram
• Reporting features to track and analyse video performance

The new functionality is pretty exciting, and it should benefit creators. Edits is now available for preorder on the iOS App Store and will soon arrive on Android.

2. Friends in Reels: Forging Connection or Controversy?

Instagram is introducing Friends in Reels. As Adam Mosseri explains: “Now, when you go to the Reels tab, you’ll see a dedicated feed of reels your friends have liked or added a note to in the top right and start a conversation with them right there.”

While the update aims to spark more interactions and engagement (which would benefit brands and creators), not everyone is thrilled. Critics argue it could feel invasive. A top comment on Mosseri's Instagram announcement reads: “It is an invasion of privacy to see the reels my friends have recently liked...this feature is going to make people like videos way less. There are videos with sensitive topics like mental health, and now I will be able to see if my friends like a video which can point to what they may be struggling with.”

Perhaps due to these concerns, the feature is being rolled out gradually, starting in select countries. It highlights Instagram’s ongoing push to boost engagement but raises questions about privacy and ethics.

3. What Is the New Profile Feature on Instagram? Tall Grids Explained

Instagram recently introduced tall grids for profiles, reshaping the way posts appear. Tall grids will complement the vertical content now most common on the app, which once centred around square-shaped content. Mosseri says the goal is a “simpler, cleaner place that maintains, and even increases, creator control.”

Here’s what you need to know about tall grids:

• Thumbnail Customisation: Acknowledging the disruption to carefully curated grids, Instagram plans to let users customise thumbnails for better personalisation.
• Highlight Tab: Highlighted posts will soon become a separate tab, reducing clutter while still showcasing key stories.
• Reordering the Grid: Users will gain tools to reorder posts on their profiles, creating a layout that fits their vision.
• Direct to Grid Posts: An option will allow users to post content directly to the profile grid, bypassing the main feed.

Grids may sound like a safe update option, but they've caused serious discussion. While the aim was to modernise profiles, some users feel the changes disrupt their carefully put-together grids. With some even calling it the "ugliest update ever."

Instagram admits to rolling out the feature without sufficient notice. It promises to iterate the new profile view over the next few months, sharing updates to avoid unwanted surprises.

4. Instagram Extends Reels to 3 Minutes

Instagram is no stranger to competition. It launched Reels shortly after India banned TikTok, and it has now matched TikTok's decision to extend video lengths. TikTok first expanded limits from 60 seconds to 3 minutes in July 2021 and later to 10 minutes in February 2022. In the new year, Instagram is increasing the maximum length of Reels from 90 seconds to 3 minutes.

This update reflects a growing demand for viewing and sharing more versatile video content. It allows businesses and creators to develop long-form content such as tutorials, guides, and complex stories.

5. Instagram’s AI Video Tool: Movie Gen

Set to debut in 2025, Instagram’s Movie Gen introduces groundbreaking AI technology that allows creators to modify nearly any aspect of their videos through simple text prompts. From changing outfits to altering the context of a scene, Movie Gen promises unparalleled creative freedom, enabling you to "do anything you want with your videos."

While this feature opens the door to artistic innovation, it also raises concerns about authenticity and the potential for misuse. As the boundaries between reality and AI-generated content blur, questions about trust and transparency in digital media are likely to arise. Instagram’s move reflects its commitment to empowering creators, but it will need to address these ethical challenges as the tool evolves.

Curious about influencer marketing trends? Explore our expert insights on what you need to know in 2025.

New IG Priorities 2025: Creativity, Connection, and Controversy

Instagram’s 2025 vision focuses on creativity and connection. The platform aims to provide creators with top-tier tools, embrace innovative technologies like AI, and reward original content. It's also doubling down on connection by enhancing messaging, making content consumption more interactive, and exploring fresh ways for users to engage with their friends.

While these priorities encourage deeper connections and creative expression, Instagram has sparked concerns with its focus on free speech. These new ways to monitor content include five pivotal changes:

• The End of Third-Party Fact-Checking: Independent fact-checking has been replaced with Community Notes, where users can add context to posts. Critics worry this lacks professional oversight, potentially increasing misinformation.
• Lessening "Over-Inforcement" of Content Moderation: Certain statements, such as linking mental illness to gender or sexual orientation, are now allowed under political or religious discourse. This raises concerns about harm to LGBTQ+ communities.
• Encouraging Open Discussion: Meta now prioritises free expression and user engagement to allow more conversations around controversial topics.
• Recommending Political Content: Meta announced plans to adjust its algorithms to promote more political content, reversing previous efforts to limit such material. This move aims to encourage political discourse on the platform but has raised concerns about the potential spread of misinformation and increased polarisation.
• Moving Content Moderation Teams: Meta relocated their teams from California to Texas.

These changes reflect Instagram’s evolving priorities but pose challenges to users' safety. They could significantly change how people experience the app with Explore Pages and suggested posts featuring more controversial content. This is worrying for creators and businesses alike, who may need to up community moderation.

This announcement, combined with Mark Zuckerberg's cosying up to Trump in the new year, raises concerns about the app's values and future direction.

How to use new Instagram features?

Despite the controversy, some of the features offer exciting new ways for businesses and creators to enhance content and audience engagement.

Staying honest with AI, experimenting with video formats, refreshing profiles, and utilising tools like Edits will help you maintain authenticity while maximising the impact of your influencer marketing efforts.

Here's how to use these tools ethically and to your advantage:

• Movie Gen (AI Video Tool): Instagram's AI-powered Movie Gen tool allows creators to transform videos in almost any way with nothing but a few words. However, creators must remain honest and transparent when employing AI. Tag AI-generated content to maintain audience trust and avoid misleading followers. Authenticity will strengthen your connection with viewers and protect your credibility.
• 3-Minute Reels: The extended Reel length opens up opportunities for longer storytelling, tutorials, or behind-the-scenes content that engages audiences more deeply. Businesses can experiment with both long and short Reels to appeal to a range of attention spans. Diversify your content while keeping it concise and engaging to avoid viewer fatigue.
• Tall Profile Grids: The new vertical grid layout gives creators and businesses new ways to organise their profiles and customise thumbnails for a cohesive aesthetic. Take time to rejig your grid to reflect your personal or brand identity. A well-curated profile can leave a lasting impression and make your content easier to find.
• Edits App: Edits may just become a game-changer. This professional video-editing app provides tools to create high-quality content, track video performance, and share seamlessly to Instagram. Creators and businesses can test out the app’s features to make more polished influencer campaigns. It will be a great place to collaborate, get inspiration, and gain reports beyond the professional dashboard,
• Friends in Reels: This feature encourages more social interactions and deeper connections within your community by showcasing Reels liked by friends. Use it to engage followers by sparking conversations about shared interests. Be mindful of privacy concerns and approach the feature with sensitivity to avoid alienating your audience.

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2024 Updates: Shared Story, DM Features, and Profile Pictures

Over the years, Instagram has introduced many changes, including clicking at the top right corner to hide like counts, 20-slide photo dumps, group chats, QR codes, and personalised nicknames.

Some things have stayed the same, like captions, which are limited to 2,200 characters (approximately 338 to 440 words).

2024 saw many updates. including shared Stories, DM nicknames, group chats, and profile picture customisation. In addition, AI entered the scene with an AI chatbot and new stickers.

Here's a rundown of the new functionality to know from 2024.

New Messaging Features

Many businesses use DM connections to keep in touch with customers, as well as users to keep in touch with friends and family. New features for 2025 include:  

• Broadcast Channels: Creators can now send direct updates to their followers via broadcast channels, building stronger connections.
• DM Enhancements: AI stickers, cutouts, and custom sticker creation from photos make chats more creative and playful.
• Algorithm Reset for Recommendations: A tested feature lets you refresh content suggestions in Explore, Reels, and Feed for a personalised experience.
• DM Notes: The head of Instagram, Adam Mosseri, shared that "notes have quickly become a popular way for people to share thoughts or status updates with their Close Friends or people who follow them back. They're sort of like AIM status, for those of you old enough to remember that reference, and usage has grown at a wild pace, particularly with young people. Also, notes are not for reaching followers who you don't follow back, sorry creators. This one is all about starting conversations with people you care about."
• AI Chatbots: Integrated chatbots add functionality for automated replies, interactive queries, or even playful interactions within DMs.

Users can also add nicknames to people in DMs for easy recognition or, perhaps, share an inside joke! There is also the opportunity to create group chats.

Instagram Story Collabs and AI

Instagram Stories has received new updates that change the view and collaboration options. They focused on collaborations.

• Shared Instagram Stories: Multiple users can now collaborate on a single Story, making it easier to share group events or co-create content.
• Music Integration: Add your favourite tracks to stories and carousel posts for a richer storytelling experience.
• New Stickers: Create engaging and dynamic story content with AI-generated stickers or custom stickers from your photos.

While maintaining a 15-second max length, Instagram Stories have constantly changed over the years.

In December 2017, Instagram introduced Story Highlights, which allows users to curate and showcase selected Stories on their profiles beyond the standard 24-hour expiration. Normally, Instagram Stories are accessed through the creator's profile picture, but  Story Highlights appear as circles below the bio section, enabling followers to view past Stories at any time. Users can organise them into themed collections, helping followers discover their Story Highlights at a later date.

Struggling to make your Stories stick? Check out these easy tips and tricks for getting Instagram Stories noticed.

New Repost Features

Businesses and creators found it easier to collaborate on posts and Reels in 2024. It's likely inspired a sigh of relief for many social media managers. The updates include:

• Collaboration on Reels and Carousels: Co-author content with up to three friends, expanding the reach and creativity of posts.
• Repost Features for Content Sharing: Sharing and reposting content has become more seamless, allowing for greater visibility and interaction with followers.

Collaborative posts help creators collaborate. They also allow bigger Instagram creators to boost the popularity of another creator or brand.

Trial Reels: A New Feature for Creators

Instagram is testingTrial Reels, a feature designed to help creators experiment with content before publishing it to their main feed. Accessible through the Professional Dashboard, this tool allows users to preview and test how their Reels perform with smaller, controlled audiences.

Trial Reels allow creators to refine their content strategy, gauge audience reactions, and improve overall engagement. This Professional Dashboard feature should help creators test different types of content, specific hashtags, and audio.

Want to know more about using Instagram for brands? Here's our complete guide to Instagram Business tools, along with unmissable campaign tips.