Instagram to Prioritize Creativity & Connection in 2025: ‘Best-in-Class’ Creative Tools, Interactive Content Recommendations & Consumption, and New Ways to Connect with Friends
Instagram is focusing on creativity and connection in 2025, according to a new video by Instagram head Adam Mosseri, where he shared the platform’s priorities for the year. The platform will double down on its creative tools in an effort to make them best in class and embrace new technologies like AI. It also wants to reward more creative content by prioritizing originality in rankings.
In terms of connection, Instagram will also double down on messaging, which Mosseri notes is the primary way people consume content. Other plans include making content recommendations and consumption more interactive and social, and exploring new ways for users to connect with friends.
Why It Matters: After a week in which Meta announced two major changes — replacing fact-checkers with community notes like X and discontinuing its DEI programs — Instagram’s head shares something with a more positive outlook.
The emphasis on creativity and connection isn't new, as Instagram spent much of 2024 rolling out features that support these areas. The most notable being new text-based editing tools, Notes on Feed Posts & Reels, Trial Reels, and more. How Instagram continues this in 2025 will be interesting, especially when it comes to AI and content rankings, which are areas that will likely be scrutinized by creators.
Regardless of the new updates Instagram introduces this year, will they be enough to keep creators committed to the platform, given the moderation changes and the potential impact on certain groups of creators? If TikTok is eventually banned, creators may not have much of a choice.
