Instagram boss Adam Mosseri presents the platform goals for 2025 and focuses on two aspects in particular. Meanwhile, despite Meta’s change of course, Instagram should continue to give everyone a voice and ways to be creative.
Creativity, originality, connection: these are the core factors of Instagram that creators, brands and all users can rely on. These are fundamentally no major changes to the goals that Adam Mosseri already presented for 2023. But now the signs have changed. Meta relies much more heavily on artificial intelligence, which significantly influences Instagram. And the company’s change of course with regard to content guidelines and the display of political content will also change the platform experience.
Mosseri presents some special features that creators can take advantage of in 2025, including the focus on direct messages and new creativity tools.
These are the 3 most important developments on Instagram in 2023
Instagram priorities for 2025
There’s a lot going on right now, not just in the world, but also on Instagram. With this, platform boss Adam Mosseri introduces his video about the major goals of the platform that will be the focus this year.
So I wanted to stress that at Instagram, we are focused on two things: creativity and connecting with the people that you care about (…).
Above all, the creativity tools should be optimized in order to be among the best in the world. Mosseri acknowledges that they are not yet. Artificial intelligence in particular should help in the development of new and better tools to promote creativity.
Meta is committed to comprehensive AI development with Meta AI and the Llama model, the latest version of which was presented by CEO Mark Zuckerberg in December 2024. According to Zuckerberg, Meta AI currently has over 600 million monthly active users. This puts it on the predicted path to becoming the most used AI assistance in the world – although Google, Microsoft and OpenAI might classify it differently. With the help of Meta AI, Instagram users should not only be able to quickly search and find content and automate communication, but also create high-quality content more quickly and easily. The new AI functions include a synchronization feature for Reels and an AI-based edit function. But story backgrounds can also be created using AI; However, these features are not yet available in the EU.
Originality is still the focus – contradiction to AI development?
Meta also wants to reward creative content even better. Original content in particular should be ranked better. The company has communicated this noble goal several times. Above all, a major algorithm update in spring 2024 should ensure that all creators have similar chances of high visibility and engagement. This primarily promoted smaller creators, while reposts were to be removed from the recommendations in order to push original content
Instagram:
Algorithm update rewards smaller creators and original content
Luke Chesser – Unsplash
However, given the promotion of AI content and the optimization of content using AI, Instagram could also face a problem with a lot of copied content and a lack of creator originality in the medium term. This development does not necessarily conflict with more creativity and originality, but it could lead to more content that is of little interest to users, especially in the context of business interests and advertising strategies on the all-important social media platform. This is also why they have recently been able to easily reset their Instagram recommendations. This may also help some users who see unwanted content as a result of Meta’s decision to replace content moderation with community notes and thus give more space to disinformation and hate speech to hide it. However, as part of this development, Instagram users will soon be shown political content again – sometimes even if they actively reject it.
Create more connections with friends: DMs in focus
Since there are a lot of active creators and also many passive consumers on Instagram, the platform wants to create even more connections between individual users. They should share content, receive it as often as possible and exchange ideas about it. This is why reshares for posts are classified as a particularly important ranking factor. Shares are now more important than likes and comments. This puts a lot of focus on messaging. Because Mosseri explains that DMs have become the most important channel for sharing content on the platform. In addition, Instagram wants to find new ways to suggest content and encourage reception. In 2024, quick sharing was optimized, views were declared a metric for all formats and Instagram integrated the “Most views” section in the professional dashboard for creators.
New options for connecting with friends on Instagram will also be explored. As early as 2024, the live format with the close friends list was made possible and the use of friends’ avatar stickers was introduced. However, the setting of the follow option for hashtags, which ensured content connections, was not well received by the user community.
You can find all of Mosseri’s statements about the goals in his video.
In the post he writes:
This year, we’re focused on two main things that have always been at the heart of Instagram: creativity and connection. For creativity, we want to make sure our creative tools are best in class, embrace new technologies, and do more to reward original content. And to help people connect with friends over the things they discover on Instagram, we’re going to double down on messaging, make consuming content more interactive and social, and explore new ways to connect with friends (…).
Meta is changing the social media world: Instagram wants to give many a voice
Instagram recorded an average of 45 million monthly active users in Germany in the period up to September 2024. The platform is considered the go-to medium for numerous users, companies, creators and advertisers. However, Mark Zuckerberg’s announcement that he wants to grant Meta Free Speech à la
The planned changes alone may have an aftertaste, but in the USA they may correspond to the spirit of the times. Zuckerberg’s choice of words in particular should give liberal-democratic-minded participants in the digital space something to think about. Together with Trump, Meta wants to “take action against governments” and promote censorship. In the video, Zuckerberg also describes the effects of his own guidelines that are still in effect as censorship. And he equates European laws with institutionalized censorship. In Latin America, however, secret courts should be able to order companies to remove content. And China is outright censoring Meta. Ultimately, he even says that the US government has promoted censorship over the past four years – it sounds like a Trump statement.
In another video that takes up Zuckerberg’s statements, Adam Mosseri assures Instagram users that this free speech approach should be able to give everyone a voice. However, he only gives that Hope Expressing that this is successful. There is no mention of the fact that the drastic abandonment of extensive content moderation and the relaxation of guidelines could also lead to exposing certain forms of creative expression to unpunished discrimination, copying and other offenses.
You can find comprehensive tips for optimizing your Instagram content in various articles on OnlineMarketing.de, including this one:
Stories, Reels and Carousel Posts:
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Source: onlinemarketing.de
