New Instagram rules 2025: What brands and creators should know now

1. Content strategy: The 50/30/20 rule for beginners

For anyone new to Instagram or looking to rethink their strategy, the 50/30/20 split is recommended:

• 50 % Reels: Ideal for gaining new followers and increasing reach.
  
• 30 % carousels: Perfect for storytelling and detailed information.
  
• 20 % photos: Good for brand building and aesthetic content.
  

What matters, of course – regardless of the format – is being valuable to the target audience. The key lies in presenting valuable content externally in different ways. After a testing phase, the split can be adjusted according to performance – for example, to 60/25/15 in order to prioritise successful formats.

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2. Instagram SEO: More visibility through targeted optimisation

Instagram is increasingly becoming a search engine. Since 2021, the search function has been continuously improved, and in 2025, SEO on the platform is more important than ever. Reels now also appear in Google search results, and even comments are gradually becoming searchable.

Tips for effective Instagram SEO:

• Use keywords strategically: Use relevant keywords in your profile name, bio, captions and alt text.
  
• Use alt text: Describe your images with precise alt text to improve discoverability.
  
• Subtitles in videos: Add subtitles both to improve accessibility and strengthen SEO.

These measures will make your content easier to find not only on Instagram, but also more visible outside the platform.

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3. New image and video formats: Portrait format is the new standard

In 2025, Instagram updated the standard formats for images and videos:

• Feed posts (portrait): 1200 x 1500 pixels (4:5)
  
• Reels and Stories: 1080 x 1920 pixels (9:16)
  
• Carousels: The 4:5 format is recommended for optimal display in the feed.

Square content (1:1) is still possible, but portrait format dominates the feed and offers more visible space on mobile devices.

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4. Hashtags vs. keywords: The shift in search functionality

While hashtags used to be the main way of discovering content, 2025 sees keywords move to the forefront. Instagram analyses not only captions, but also on-screen text, spoken words in Reels and alt text in order to categorise content and display it in search results.

Recommendations:

• Place keywords strategically: Integrate relevant keywords into all text elements of your profile and posts.
  
• Use hashtags as a supplement: Use 3–5 targeted hashtags per post to further support discoverability.

This combination increases the chances of becoming visible in search results and on the Explore page.

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5. Local visibility: Use geotags and location details

For local businesses and creators, specifying the location is an effective way to be found more easily in the surrounding area. Geotags in posts and Stories, as well as location details in the profile, strengthen local SEO.

Implementation:

• Optimise your profile: Add your location to your bio.
  
• Geotag posts: Use geotags in your posts and stories to appear in local searches.

These measures increase visibility among users near you and can encourage engagement.

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Conclusion: Current developments show that Instagram is increasingly focusing on search logic and a variety of formats.

The new Instagram rules 2025 offer numerous opportunities to increase your own reach and visibility. Through a well-considered content strategy, targeted SEO measures and adaptation to new formats, creators and brands can strengthen their presence on the platform in the long term.

Stay flexible, test different approaches and use the available tools to continuously optimise your content. This will help you remain successful and visible in the dynamic Instagram environment.