What’s Actually Working on Instagram Right Now (August 2025)

If you’ve been on Instagram for more than five minutes, you know the platform loves to keep us on our toes. New features roll out almost weekly, the algorithm decides what it’s into (and what it isn’t), and the trends move faster than we can save them.

It’s a lot.

But here’s the good news: while Instagram’s updates never stop, certain strategies are standing the test of time. And when new features show up, they usually make sense once you understand where Instagram is pushing users to spend their time.

So let’s break it down: what’s new, what’s actually working, and the quick wins you can put into play this month.

What’s New on Instagram

Before we talk strategy, let’s look at what’s recently changed:

• Reposts tab → Instagram now lets you repost Reels and feed posts from other creators. These reposts get their own tab on your profile and still show up in your followers’ feeds. Translation: if you’ve ever wished you could amplify content you love without cluttering your own grid, this is your chance.

• 20-frame carousels → Carousels have quietly become the new go-to format. With the new 20-image/video limit, you can stretch out a story, drop a ton of value in one post, or even document an event from start to finish. Think less “one pretty photo,” more “mini magazine spread.”

• Interactive Story stickers → New options like Frames, Cutouts, and Reveals are adding fun ways to get people tapping. Stories have always been Instagram’s engagement playground, and these new stickers are proof that interactivity is here to stay.

• Notes feature → This one flew under the radar for a while, but it’s gaining traction. Notes are short text updates that sit at the top of someone’s inbox. More creators are using them as conversation starters, like “Launching something new this week 👀 DM me if you want details.”

Why it matters: every new feature is designed to keep people inside the app longer. If you’re early to test them, Instagram tends to reward you with more reach.

What’s Actually Working

Now let’s talk strategy. Here’s what the algorithm is rewarding in 2025:

• Saves + Shares > Likes
  Likes are basically the “polite nod” of Instagram. They still matter, but the real juice is in how often your content gets saved or shared. Saves signal long-term value; shares signal relevance. Both tell Instagram, “this post is worth spreading.”

• Original content wins
  Repurposing content is fine (and smart), but if you’re uploading a Reel straight from TikTok with the watermark still on it, Instagram will bury it. Native content. Even if it’s short, simple, and shot on your phone will almost always perform better.

• Shareability drives growth
  Think about what you send in group chats: memes, inside jokes, relatable rants, quick how-to tips. That’s the type of content Instagram is rewarding, because it travels beyond the initial audience.

• Consistency still counts
  No surprise here: you can’t post once a month and expect momentum. Instagram still rewards accounts that show up regularly with relevant, steady content. It doesn’t mean posting every day, but it does mean showing up on a rhythm your audience can count on.
  

Big picture: Instagram is doubling down on connection. The algorithm wants people talking, saving, and sharing..not just scrolling past pretty pictures.

Quick Wins You Can Try This Week

Here’s how to turn all of this into action without overcomplicating things:

• Add a poll or question sticker to your Stories. It’s one of the easiest ways to boost interaction, and it can double as market research.

• Create a 10+ frame carousel. Share a mini case study, break down a process, or highlight a community win. Long-form carousels are performing like mini blogs right now.

• Repurpose your Reels to TikTok + YouTube Shorts. If you’re already putting in the effort to make short-form video, get more mileage by spreading it across platforms.

• Jump on trending audio early. If you catch a sound while it’s still gaining traction, your Reel has a better shot at taking off. Don’t overthink it—pair the sound with something on-brand and publish.

These aren’t massive shifts. They’re the kinds of small tweaks that can add up quickly when you stay consistent.

Final Thoughts

Instagram will always be in motion, but you don’t have to chase every shiny new thing. Focus on what’s proven ,original content, consistency, and shareability and then layer in new tools when it makes sense for your brand.

If you’re tired of feeling like you’re guessing, use this as your starting point. Try one or two of these quick wins this week, and see how your audience responds.

→ And when you do, share your results in the Geneva chat. We’d love to see what’s working for you!