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Instagram Shares Key Areas of Focus in 2025 - adtechsolutions

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Instagram Shares Key Areas of Focus in 2025


After a week of controversy for Meta, in which changed its policy on acceptable speech and fact-checkingInstagram boss Adam Mosseri has today he presented the main priorities of the IG for 2025and where they will focus their efforts to grow and improve the platform.

Which will also include an increase in political content, in line with Meta’s wider announcement, although it will actually fit, given that over 50% of the content in your Instagram feed is now AI-recommended reelsit is not entirely clear.

Mosseri says the platform’s two key focus areas for 2025 will be “Creativity” and “Connectivity”.

As for creativity, Mosseri says he wants to provide Instagram’s creative tools are “best in class”, by embracing new technologies like artificial intelligence to increase the capabilities of creators.

As he explained Mossers:

“Instagram was really founded on the idea of ​​allowing everyone to share something creative that they’re proud to share, so we want to double down on that by making sure our creative tools are best in class across the board, which they’re not right now. [We’ll do this] by embracing new technologies, like artificial intelligence, to allow more creators to create more content they’re proud of, and by trying to reward creative content more by focusing rankings on things like originality.”

This has already been a key focus for IG, in providing more opportunities for creators to monetize their in-app efforts, but it is now looking to ensure that its systems are also more aligned with that focus, in highlighting original content.

Instagram has made an important change in this direction in April last year, by refocusing its algorithm to better represent smaller creators and downgrading the profile of aggregators in its recommendations. Mosseri says it will continue that focus in 2025, rolling out more algorithmic updates to make it easier for emerging creators to gain traction on the app.

Although, conversely, this could also mean that established profiles lose out in the same way, but Mosseri says that original content will be the focus.

On connectivity, Mosseri says the platform will double down on messaging, while also making content consumption “more interactive and social.”

“As for connecting with friends, [we’re] double up on texting, which, by the way, is the primary way people share on Instagram today, even though a lot of people don’t see us that way. We’ll also be looking at more ways to make recommendations and content consumption more interactive and social, and we’ll explore some new ways to connect with your friends on Instagram.”

There aren’t many details, but you can expect more things like Notes, which will help Instagram users connect in ways that better suit messaging and private sharing.

And it’s definitely worth mentioning Mosseri’s point about messages being the primary driver of in-app sharing. This makes in-stream metrics like likes and follows less relevant, as the main indicator of how well your message is spreading is now more likely to be total shares, although even then that doesn’t take into account people copying and pasting a link into group messages .

In essence, social sharing behavior has changed greatly, and traditional focus metrics may no longer be as valuable as performance indicators.

So not a ton of details, but some pointers on where IG is looking in 2025, which will unsurprisingly be aligned around AI, original creators and messaging.

But can you consider AI-generated content as original in this context, given that it is derived, based on input? I suspect Instagram will view it that way, but the main focus of IG creators should be original content, using the full range of new tools at your disposal, with the intention of encouraging sharing behavior.

In addition, research shows that pleasure, excitement and dominance are the key emotions they trigger increased share and purchase intent. It might be worth noting in your approach.





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