Instagram Autumn 2025 Update: New Business Tools

Instagram continues to evolve as a platform essential for brands, creators and businesses aiming to build authentic connections, drive engagement and grow revenue. With its autumn 2025 update, Instagram has introduced a host of new business and creator tools designed to supercharge content creation, improve collaboration, enhance shopping experiences and boost discoverability.

Here is a breakdown of the newest Instagram features and how brands can use them to stay ahead.

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1. Extended Reels Length and New Editing Features

Reels can now be up to 3 minutes long, giving brands more space for storytelling and in-depth product showcases. Instagram has also rolled out advanced editing tools including AI beat syncing, restyling effects and teleprompter functionality.

How brands can use it: Create richer product demos, step-by-step tutorials or mini-series without leaving the app. Use the editing suite to produce polished, engaging content more efficiently.

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2. Reposts Tab and Sharing Enhancements

A new Reposts tab allows users to reshare public feed posts and Reels while crediting the original creator. This expands organic reach and makes it easier for brands to spotlight UGC or influencer content.

How brands can use it: Reshare customer reviews, influencer collaborations or community content directly to your profile for added authenticity and discoverability.

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3. Friends Map and Friends Tab in Reels

The Friends Map shows where friends are in real time and highlights location-tagged content. The Friends tab in Reels surfaces trending content engaged with by friends, making discovery more personal.

How brands can use it: Partner with influencers to create location-tagged posts or campaigns. This taps into community networks and encourages organic discovery through peer engagement.

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4. Collaborative Posts with up to Four Creators

Brands and influencers can now publish joint content with up to four collaborators, appearing simultaneously across all profiles.

How brands can use it: Collaborate with multiple creators on campaigns, product launches or challenges to maximise cross-audience reach and strengthen partnerships.

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5. Improved Shopping and Website Checkout

Instagram is phasing out native in-app checkout in favour of website integrations with Shopify, WooCommerce and other platforms.

How brands can use it: Update Commerce Manager settings and ensure product tags link smoothly to external checkout pages. This simplifies customer journeys and supports stronger e-commerce tracking.

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6. Instagram Creator Marketplace

The Creator Marketplace is expanding with tools for discovering, vetting and collaborating with influencers. Features include campaign briefs, idea exchanges and compensation management.

How brands can use it: Streamline influencer partnerships by using the marketplace to connect with creators and manage campaigns in one place.

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7. Scheduling and Managing DMs from Desktop

Brands can now schedule direct messages and pin important conversations via desktop, improving workflow efficiency.

How brands can use it: Plan proactive outreach, manage customer service more effectively and streamline creator communication from one hub.

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8. AI-Powered Content and Ad Creation

Meta is rolling out AI tools for automated video and image generation, adaptive ad messaging, fashion styling suggestions and location-based ad targeting.

How brands can use it: Save time on content creation, test multiple ad variations and personalise product showcases to increase engagement and conversions.

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9. Profile and Grid Redesign Highlighting Video

Instagram’s new rectangular grid format prioritises Reels and vertical video, offering a more dynamic look aligned with TikTok-style aesthetics.

How brands can use it: Refresh your visual identity to ensure consistency across platforms and make video content the centrepiece of your profile.

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10. Expanded Story Highlights and Interactive Features

Stories Highlights now have their own tab, and new features like commenting and interactive stickers make engagement easier.

How brands can use it: Organise evergreen content such as FAQs, product collections or campaigns, while using interactive stickers to drive more two-way engagement.

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Why These Updates Matter

• Deeper storytelling: Longer Reels and editing tools give brands more creative flexibility.
• Amplified reach: Reposts and collaborative posts build stronger connections and expand visibility.
• Simplified shopping: Website checkout supports seamless purchasing experiences.
• Enhanced discovery: Friends-focused features and new profile designs keep brands visible.
• Better operations: Desktop DM scheduling streamlines communications.

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Final Thoughts

Instagram’s autumn 2025 update delivers powerful tools for brands and creators to connect authentically, produce compelling content and drive sales. By embracing these features, brands can stay ahead of platform changes and consumer behaviour shifts.

Pepper helps businesses unlock Instagram’s full potential with creative campaigns, influencer partnerships and social strategies built around the latest features.

Stay ahead, adapt your content strategy and make Instagram’s updates work for your brand growth this season.