What’s New on Instagram in September 2025 (And What It Means for Your Brand)
Dedicated iPad App Launches
One of the biggest changes this month: Instagram finally rolled out a native iPad app. The Verge
The app is optimized for the tablet experience, with larger views of Reels, side-by-side layouts showing comments and DMs, and more screen real estate for exploration.
It opens directly into a Reels feed (underscoring Meta’s push toward video-first content). The Verge
What this means for your brand:
If your audience uses iPads (professionals, educators, digital creators, etc.), your content now has a more appealing home on those devices. Test your creatives in the iPad view to ensure your images and text scale cleanly. Also, consider adding “tablet-friendly” visuals or layouts that look great on bigger screens.
2. New Metrics + Analytics Upgrades
Instagram is sharpening its analytical toolkit, giving creators and brands more insight into content performance. SocialBee+1
Notable updates include:
Retention metrics for Reels (you can see how long people are watching). EmbedSocial+1
Replacement of “View Rate” with Skip Rate — i.e. how many users skip within the first 3 seconds. EmbedSocial+2SocialBee+2
Within Instagram Edits (Instagram’s standalone video/editor app), new features like keyframes for opacity and the ability to save favorite sound effects have been added. SocialBee
The ability to convert clips between overlay and main tracks in Edits. SocialBee
What this means for your brand:
These tools allow you to dig deeper into what keeps your audience watching — and what loses them. Use retention and skip data to tweak intros, pacing, and storytelling. In Edits, experiment with opacity keyframes and layering to make more polished, dynamic videos.
3. New Features in DMs / Messaging
Instagram is continuing to treat Direct Messages as a core place for engagement and connection. SocialBee+2EmbedSocial+2
Key updates:
Chat folders to help organize conversations. SocialBee
Work-in-progress features include the ability to draw anywhere in chats and better customization of app icons(these are still under development) SocialBee
Other months’ updates (earlier in 2025) included: scheduling DMs (up to 29 days in advance), pinning messages, and translation support across 99 languages. The Verge
What this means for your brand:
As DMs become richer and more flexible, it’s easier to use them for customer service, engagement, and even narrative storytelling. Use chat folders to segment your messages (e.g. “new leads,” “active clients,” “collaborators”). Be ready to test drawing or visual messaging in chats if those features go live to keep your brand’s voice fresh.
4. “Multi-Part Reel Linking” for Sequenced Storytelling
One of the notable feature rollouts this month is Multi-Part Reel Linking. Brand Nation+1
This feature allows creators to link Reels in a sequence, meaning users can more easily move from part one to part two, etc. Think of it as an ability to tell episodic, longer-form stories broken into shorter clips without losing flow. Brand Nation
What this means for your brand:
This opens up new storytelling architectures: tutorials broken into bite-size steps, episodic content series, behind-the-scenes segments, or “chaptered” launches. Use linking to increase watch time and retention — structure your content so viewers want to stay for the next “episode.”
5. Algorithm & Discovery Evolutions (Hashtags, “Your Algorithm,” & Content Reach)
Generally, September brings continued shifts in how Instagram surfaces content and values discoverability. Brand Nation+2SocialBee+2
Key observations:
Hashtags are no longer the reach-driving tool they once were. Adam Mosseri confirmed their role is now more for content categorization than reach amplification. Brand Nation
Instagram is reportedly working on a new feature called “Your Algorithm”, which may let users more actively influence what they see. SocialBee
Instagram is testing the ability to add links directly to posts (vs. only in bio or Stories) — still under development. SocialBee+1
The “Story Highlights” system was updated: you can now add to Highlights right from story creation, and Highlights have been integrated more visibly into profile layouts (e.g. moved to profile grid). SocialBee
What this means for your brand:
Don’t rely solely on hashtags to push reach. Focus instead on creating content people want to engage with (comments, shares, saves). Start using SEO tactics — keyword-rich captions, alt-text, descriptive titles. If “Your Algorithm” gives users more control, experiment with giving options / prompts to users about what they’d like to see from your account (“Let us know your favorite content types”). And if links on posts become possible, that’s a huge win for conversion.
6. Other Interesting Tweaks & Tests
Beyond the major feature updates, here are a few smaller changes worth watching:
Instagram is testing customizable app icons and drawing in chats (still under development). SocialBee
The “Shots” photo-sharing feature was added for iOS users. SocialBee
Animations added to the “vinyl music sticker” on iOS. SocialBee
The ability to pin your own comment on your post (so the first comment on your post can highlight a key message). SocialBee
You can now report content shown in the “Suggested Reels” section. SocialBee
New filters for Stories are being tested on iOS (e.g. Fade, Grainy, Graphite, Zoom Blur, etc.). SocialBee
These smaller features might not move the needle individually — but collectively, they point to Instagram leaning into greater creative flexibility, deeper user control, and evolving discovery paths.
How to Stay Ahead: 3 Action Steps for Brands
Run experiments with new features
Try creating a multi-part Reel series or pinning comments. Use the new Edits keyframe tools. If your audience is on iPad, ensure visuals look sharp.Track “skip” and retention data aggressively
Use the new metrics to identify where content loses viewers. Then rework intros, pacing, and narrative hooks.Optimize for discovery (beyond hashtags)
Think SEO-first: use keywords in captions, alt text, location tags, and topics. Encourage saves, shares, and comments (these signals matter more than ever).
Instagram’s September updates reaffirm that the platform is evolving away from static photos and toward video, immersive storytelling, algorithmic curation, and user-driven discovery. If your brand leans into these changes intentionally — rather than reacting late — you’ll be well positioned to ride Instagram’s next wave.
Want help auditing which of these new features makes sense for your brand? At Tall Palms Marketing, we’re tracking every shift — let’s talk about a strategy that keeps you ahead.
