Instagram never stops evolving, and keeping up can feel like a full-time job. To make things easier, we’ve rounded up the most important new updates that can actually make a difference in how you post and manage your social media.

These changes give marketers fresh ways to reach audiences, boost engagement, and get more from their strategy. Staying in the know means your content can perform better, attract more followers, and drive even more traffic to your website.

Here’s what’s new on Instagram, and how to make each update work for you.

1.  Reposting vs. Sharing

You can now repost public feed posts and Reels, giving your content more life and visibility. For marketers, this is a great way to resurface high-performing content and encourage followers or partners to share posts for extra reach.

Reposting lets you publish someone else’s (or your own) existing post directly to your feed, where it appears just like original content. It keeps the caption, credit, and engagement linked to the original creator while adding fresh exposure. And it stays on your profile permanently.

Sharing to your Story, on the other hand, is temporary. It disappears after 24 hours and doesn’t live on your feed. Story shares are perfect for quick highlights or shoutouts, while reposting is better for long-term visibility and building your content library.

Tip: Identify your best-performing posts and Reels, and create a repost plan to maximize engagement and impressions.

2.  Clickable Links in Reels (and Soon in Posts)

Instagram is rolling out one of its most exciting updates yet: clickable links in Reels, with links in feed posts currently being a/b tested and haven’t been rolled out for everyone yet. This change is a game-changer for driving traffic directly from Instagram to your website, landing pages, blog posts, or online store.

Until now, users could only access links through your bio or Stories, which often meant an extra step between your content and conversions. With clickable links built right into your content, it’ll be easier than ever to turn your audience’s interest into action.

Tip: Start planning posts that make the most of this feature. Think product launches, ticket sales, event signups, or special offers — anything that benefits from sending people straight to your website. This update helps turn Instagram from just a brand awareness tool into a true conversion driver.

3.  Test Reels & Collaborative Posts

Instagram now encourages experimenting with test Reels and collaborative posts, where multiple accounts can share the same content. Test Reels are shown to people who don’t yet follow you, allowing you to see what resonates before posting to your full audience. This gives you valuable data to tweak your content for maximum engagement.

Collaborative posts let you team up with other creators in your niche, doubling your exposure while sharing the workload. By tapping into combined follower networks, you can reach a wider audience with less effort.

Tip: Partner with complementary brands or micro-influencers to co-create content, test performance, and boost organic reach.

4.  Keyword-Rich Captions Help People Find You

Instagram now indexes captions for search engines, which means keyword-rich captions can improve your posts’ visibility not only on Instagram but also on Google, Bing, and other search engines. Using the right keywords can boost your SEO, helping your brand appear in relevant searches and attract new audiences organically.

Tip: Include relevant keywords naturally in your captions and focus on trending topics or audience interests. Well-optimized captions can enhance both engagement and search engine visibility, making your content work harder for your brand.

5.  Carousels Are Outperforming Reels

Recent data shows that carousel posts are currently seeing higher engagement, saves, and long-view interactions than Reels. Carousels are perfect for telling a story, sharing step-by-step guides, or highlighting multiple products or services in a single post. They keep people swiping, exploring, and interacting with your content longer.

Tip: Incorporate more carousel posts into your content plan to boost sustained engagement, tell richer stories, and showcase more value in each post.

6.  Auto-Scheduling Stories

Instagram now lets you schedule Stories in advance, making it easier to stay consistent without having to post manually. While scheduling helps maintain a steady presence, it’s still important to spend time on the platform engaging directly: reply to messages, comment, and interact with your audience.

Tip: Create a Stories content calendar filled with announcements, polls, behind-the-scenes moments, or quick tips. Scheduling ahead ensures consistency, while direct engagement keeps your audience connected and invested in your brand.

7.  Automated DMs to New Followers

Instagram now lets you send automated welcome messages to new followers, making it easier to greet them, share helpful resources, or direct them to your website or latest content. This feature helps you start building a relationship from the moment someone follows your account.

Tip: Craft friendly, personalized messages that feel authentic and encourage immediate interaction. Include links to high-value content, special offers, or key pages on your website to guide followers toward meaningful engagement.

Instagram’s latest updates are all about discoverability, engagement, and growth. Using these tools strategically can help your brand stay visible, build stronger relationships, and see real results on the platform in 2025.