10 Big Instagram trends in 2025 and how to apply them to your brand

Instagram continues to evolve, and 2025 promises to be a year of great transformations on the platform.

With new tools, algorithm changes and user behavior adapting quickly, it is essential that brands are aware of trends to maintain their relevance and engagement. If you want to stand out, you need to go beyond the basics and understand how to apply innovations in favor of your business.

To help with this mission, we have gathered the top 10 trends for Instagram for 2025, with insights from digital trend expert Rafael Terra, author of Instagram Marketing (DVS Editora).

From strategic use of artificial intelligence to the rise of new content formats, discover how your brand can position itself in an innovative way and gain even more followers and customers.

1. Creative AI Tools

Instagram is investing in AI to offer the best creative tools and reduce the need to use third-party apps.You can use these tools to edit content on the platform itself, especially in the feed.

2. Connection Through DMs

Double the focus on direct messages to strengthen communication between users. To do this, invest in personalized service via DM, creating a closer and engaged relationship with your customers.

3. Original Content

Prioritize originality to highlight authentic creators and brands. Therefore, produce opinionated content that reflects the values and beliefs of your brand, differentiating yourself from the competition.

4. Reels and AI Recommended Videos

More than 50% of the content in the feed is AI-driven Reels.The tip is to create engaging Reels of up to 15 seconds that draw attention to the video and connect with your captions.

5. Interactivity and Socialization

Make content consumption more interactive and social. Use polls, quizzes and interactive stickers in Stories to increase audience engagement and engagement.

6. Supporting Emerging Creators

Algorithm favoring smaller creators and original content.Brands can gain prominence by collaborating with micro-influencers to reach specific niches and build a loyal community.

7. New Engagement Metrics

Sharing and interactions in DMs will become key success indicators.Focus on metrics like DM shares and conversations to measure the real impact of your content.

8. Emotions: Pleasure, Excitement and Dominance

These emotions increase sharing and purchase intent.Create content that arouses pleasure, excitement and empowerment, encouraging sharing and action from followers.

9. Monetization for Creators

Instagram should invest in more ways for creators to make money.If you are a creator, take advantage of Instagram monetization tools to generate revenue.

10. Continuous Innovation

The continuous adoption of new technologies will be a constant throughout the year, so always be updated with the news to adapt your strategies.