The Instagram Update… Let’s Talk About It

Reels 

If 90 seconds wasn’t long enough for you, then this new feature will be your favourite. Reels now have a possible extended length of 3 minutes as the app shifts to allow more long-form content. 

This will let businesses and creators alike get the best of both worlds on the app. Short-form content that adheres to the old 90 second time limit won’t disappear, but the longer three minute length brings more cross-platform consistency with other popular social media platforms like TikTok – no more awkwardly cutting down TikToks to fit into Reels!

Updated Grid Structure

Now this has been the most controversial change with the image size pivoting from the classic Instagram square to a portrait layout. 

This seems to be due to two main reasons:

1. To reflect how the majority of users post vertical content.
2. To make the platform more compatible with Reels as they gain popularity. 

While this change may have been inevitable, many users aren’t happy with the change, especially as it disrupts carefully curated aesthetics based on the old square format – most pointedly, the trend of using a series of posts to create one big image on the profile page. 

Here at Distract, we think it’s important for everyone to check their Instagram profile and make some quick edits if this new setup has drastically changed how your branding is shown on-page. 

Trial Reels 

We have to admit, amongst some debatable changes, this is definitely a huge bonus. This new feature allows businesses and creators to test out something new with their content without the stress of it being poorly received by their audience. 

Marking a Reel as a trial means that particular post will be shown to random Instagram users, but won’t appear on your main profile and will be hidden from your followers – essentially an A/B test of your content. This allows you to get creative and experiment with new techniques, gauging the reaction from people outside your usual viewers before you commit to the risk and publish it on your profile.

Story Highlights 

Alongside their revamp of user profiles, Story Highlights will be getting their own dedicated tab rather than appearing in the circles above a user’s main profile posts. 

This change seems to have the intention of reorganising a user’s profile and simplifying the layout. However, critics have argued that moving Story Highlights to a less visible area on a profile will negatively impact engagement as viewers may be less likely to navigate to that specific tab. 

This new feature is currently in a trial stage but is likely to be rolled out more broadly across the app as we head further into 2025.

Following Hashtags 

Since the 13th December 2024, users are no longer able to follow hashtags in an attempt to tackle spam content that uses trending hashtags with irrelevant content to gain more views. 

The hashtag feature can still be used to categorise content but this shift is a clear indicator of Instagram distancing themselves from hashtags being used as a primary discovery tool and instead pivoting to more complex algorithms to show users content that interests them.

Final thoughts from a Graphic Designer:

• Adjusting to new formats: it’s important for any content creators to adjust templates from the classic square format to taller or fullscreen ratios, as well as edit any existing posts to make sure the new specifications aren’t affecting the old content.
• Adapting templates:  mixed aspect ratios (like carousels) will require more dynamic designs, as keeping a uniform look becomes harder. Do we continue designing in 1080×1080 so it can be easily translated across different socials or do we design in the instagram dimensions so that it looks attractive on the feed?
• Breaking curated feeds: carefully planned grid layouts that rely on consistent square posts might lose their harmony, leaving curated feeds looking mismatched.
• Storytelling disrupted:  puzzle-style feeds that use multiple posts to tell a cohesive story could fall apart with new dimensions, requiring a rethink.
• Old content looking awkward: pre-existing posts could appear distorted or out of place in the updated feed, especially if they don’t match the new aspect ratios.
• Extra work for creators: designers and influencers will need to constantly adapt and create new visuals to fit the changes, which can be time-consuming and costly.
• Audience perception: followers might notice if a previously polished feed starts looking messy, which could hurt brand image, especially for those relying on a strong aesthetic.