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Elena Criscione22 Jan 20255 min

Instagram changes (again) the rules of the game

Instagram changes (again) the rules of the game
6:04

Amid the storm that swept over TikTok, which was first banned and then reinstated in the United States, Instagram is stepping up to fill an eventual market vacuum.

The announcement of the new platform and numerous updates caused uproar and animated users. But what happened?

BLOG Post Instagram - Ig vs TikTok

 

 

The end of a squared era… With brands in tears

Meticulous strategies, perfect grids and harmonies studied to the smallest detail... everything on Instagram, until a few days ago, revolved around the good old square.

In the social media world, just when you think you've found the perfect balance, an update turns everything upside down. January opens with a change: the feed is no longer square, it is a vertical rectangle.

Months or even years of so many brands' strategy have been wiped out by a single update. The question arises: now what?

As everyone scrambles to figure out how to handle this upheaval, Instagram is upping the ante even further and announcing Edits, a new app that promises to revolutionize content creation.

 

A weekend of fire

TikTok remains at the center of heated geopolitical debates, particularly in the U.S., with the threat of a permanent ban looming over apps like CapCut—an essential tool for creators and brands to produce high-impact videos.

And so, as the digital world holds its breath, Instagram seized the moment with a bold, strategic move. Over the weekend, Adam Mosseri, CEO of Instagram, announced the imminent arrival of Edits. Not just a video editing tool, but a true creative arsenal for those aiming to dominate the content scene.

With the official launch scheduled for February, Instagram has already begun to move its pawns. Here's a rundown of the new features already available, and those coming soon, with some tips for dealing with them without losing control.

 

1. Feed in 3:4 format

The first major change is there for all to see.
The once-square feed has become a Reels-style vertical rectangle that Instagram has repurposed with a zoom function. Needless to get around it, Instagram aims to look more and more like its Chinese competitor.

Although you can limit the damage by changing the preview of each photo, the new format sends a clear message: platforms are evolving to offer more modern and engaging communication. Larger spaces allow us to better tell our brand, capture the attention of potential customers, and engage our audiences more dynamically. Instead of regretting the past, we should embrace the opportunity.

If you want to stand out, you must adapt. Otherwise, get ready to be left behind.

BLOG Post Instagram - Feed formato 3_4

Image credit: Instagram profile @mosseri


2. Reels up to 3 minutes long

The second great new feature of this platform is the ability to upload Reels up to 3 minutes long. Yes, you read that right, the POSSIBILITY! The fact that Instagram lets you post longer Reels doesn’t mean you should. You have a few seconds to grab attention, if you're lucky only 3, and if your content doesn't hit right away, users will scroll away mercilessly.

Our advice? Use this feature wisely. Post longer videos only if they genuinely deliver value to your audience. Otherwise, keep them short and impactful—there’s already enough mediocre content out there.

BLOG Post Instagram - Reel lunghi fino a 3 minuti

Image credit: Instagram

3. "Edit Grid": reorganize your posts

Another upcoming change that perhaps, unlike the previous ones, tends to be more strategic is the ability to change the order of posts within the feed, breaking down the chronological organization of content. This new feature offers more control over profile aesthetics and content optimization to communicate a message that is always in line with your brand values.

A well-curated grid is like a storefront: it attracts, communicates, and, most importantly, converts.

BLOG Post Instagram - Edit grid

Image credit: Instagram profile @mosseri

4. New Highlight  tab

Changes to the feed don’t stop there.
Highlights, previously displayed as circles above posts, will be moved to a dedicated tab and can appear in your profile grid.

The choice seems to be related to the fact that before they used to steal too much space from a profile display, and this way they will be able to give more importance to the content they offer.

If you don't see the update in your profile yet, you can play in advance by preparing high-impact vertical covers. Also take the opportunity to ask yourself which content deserves to remain prominent and which you would like to show in the main feed.

BLOG Post Instagram - Nuova Tab storie in evidenza

Image credit: Instagram profile @mosseri

5. Trial Reels

The last update we want to tell you about is "Trial Reels".

This feature allows you to publish a Reel by showing it only to users who are not part of your community: in other words, those who do not follow you.

This way you can test the appeal of your content and see if, organically, people who do not follow you are interested in that type of format. You'll be able to experiment with new ideas, new language, or new topics, trying to see what works, without compromising the results you've achieved so far.

About 24 hours after sharing a Trial Reel, you can view engagement metrics and get an idea of performance. If the video meets your expectations, you can share it with your followers to expand its reach, or set it to auto-publish once it meets a predetermined engagement threshold. Once shared, the content will appear in your profile grid like any other Reels.

BLOG Post Instagram - Reel di prova

Image credit: www.alkai.ai


A 2025 that won’t  wait for you

2025 has kicked off with a full-blown Instagram revolution, bringing significant changes that are redefining the social media marketing landscape. While some users are already experimenting with these updates, others are anxiously awaiting, concerned about how these changes will affect their strategies.

For better or worse, Instagram isn’t waiting for anyone. There is no room for those who pause to regret the old days; either you adapt, or you risk being forgotten.

It's time to use these new tools strategically to stand out from the crowd, tell unique stories, and build deeper connections with your audience.

Get in touch with us!

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Elena Criscione

As Junior Marketing Specialist Elena brings freshness and innovation to the strategic planning of digital activities and to the development of contents for advertising campaigns, articles and social media. With a Bachelor's degree in Marketing and a Master's degree in Economics and Innovation Management in progress, her life philosophy is reflected in the motto “learn as if you were to live forever”!