Instagram’s Latest Updates: New Ranking, Rectangular Grid & More

Hey marketers,

Here we are, another week of diving into Instagram updates. Every day seems to bring something new, and once again, Adam Mosseri has more news for us. Is this all part of a strategy because TikTok was making headlines with its U.S. ban drama? They even launched Instagram’s new Edits app right when TikTok and CapCut weren’t available.

Also, talking about TikTok, do you think everything was just politics at play? What’s your take on all this buzz? Let us know!

But in this article, we’re zooming in on what Mosseri has shared in his latest Instagram videos. Let’s break it down:

Ranking Updates

Mosseri dropped a video explaining how Instagram’s ranking will work in 2025. Brace yourself, these algorithms are changing again.

There are now two types of ranking to keep an eye on:

1. Connected Reach – for accounts that already follow you.
2. Unconnected or Recommendation Reach – for those who don’t follow you yet.

For both, three key metrics will matter:

• Average Watch Time
• Likes per Reach
• Sends per Reach (We already mentioned in a previous article that shares are going to be a big deal this year!)

Here’s the twist: depending on the ranking type, certain metrics will carry more weight. For Connected Reach, likes will have more impact. For Unconnected Reach, sends will matter most. However, Average Watch Time will be crucial for both.

Metrics and tips

Speaking of metrics, Instagram just announced some updates on Threads. We already know IG made Views the most important metric last year. Now, they’re introducing new insights for Reels, such as:

• Views rate: The percentage of your followers and non-followers who continue watching after the first 3 seconds.
• Views Over Time: How your post’s views compare to the average number of views your content usually gets over the same time frame.

In addition, IG is now providing content tips (similar to YouTube) to help creators understand if their content is performing well.

Trial Reels

Mosseri’s been hyping up a new feature: Trial Reels. These are reels you can upload exclusively for people who don’t follow you yet. If the reel performs well, you’ll have the option to add it to your feed later.

Have you tried this feature yet? Do you think it's a game-changer or just another meh update?

Reels Tips

Mosseri also shared some handy tips for boosting your reels' performance:

• Avoid uploading videos with watermarks or logos, they’ll hurt your reach.
• Keep reels under 3 minutes for better engagement.
• Use music or audio. It doesn’t have to be trending, but it will help drive engagement.
• Post consistently!
• Experiment! What works today might not work tomorrow, so stay adaptable.

IG Dimensions

Instagram is shifting from the classic square photos to a 4:5 rectangular grid. While this aligns with the trend toward vertical content, the response has been… less than enthusiastic. Many accounts now have to adjust their thumbnails, which could mean reworking years of content.

To help, IG posted a guide on Threads with the latest dimensions:

Highlights Are Moving

Another controversial change: Highlights will no longer appear below your bio. Instead, they’ll have a separate tab alongside the grid and reels.

Some users think IG is losing its identity and becoming too much like TikTok. What do you think? Is this a smart move or a step in the wrong direction?

It looks like Mosseri isn’t slowing down with updates anytime soon. Stay tuned, and we’ll keep bringing you the most important highlights in our newsletter!