2024 was a time of many changes and updates introduced by Instagram. In order to fully enjoy the benefits of this platform, it is worth updating your knowledge on an ongoing basis. That is why I have collected the most important changes that have taken place on Instagram in this article, so that you can adapt this information to your company's strategy in 2025.
Images and photos on Instagram
Instagram is not just about Reels! Hubspot's latest "Instagram Engagement Report 2024" breaks down the data collected from content creators for brands and shows that video isn't everything.
While video content has proven to be very effective at engaging audiences, static posts still make up the majority of content for brands on Instagram. Stories account for 43% of posts, and Reels make up just over a third of posts. Social media teams balance the effort required to create custom content with what their audience wants.
When asked in a Hubspot report what types of posts help them achieve various goals, such as reach, engagement, and ROI, marketers responded that static posts perform best. The most popular type of content shared by brands is posts that showcase their products and services (49%), followed by entertaining content (40%) and relatable or authentic content (38%).
Not just Instagram Reels anymore – invest your time in carousels
Yes! Carousels are coming back into fashion! Does this mean we have to give up Reels? No! In reference to the aforementioned report and my experience working at the agency for KomuKoncept clients, I recommend planning a mix of publications consisting of carousels, reels, and posts with one photo/graphic.
Despite the fact that we hear advice all around about publishing as many Reels as possible, Instagram does not actually promote them more. Instagram "promotes", i.e. reaches organically with our publications, those posts that interest our recipients. Their format is of secondary importance here.
When creating a carousel, remember to: prepare a great cover, that will stop and interest the scrolling user. Contents the carousel is to be clear and its most important moments are well highlighted.
Remember that from 2024 Instagram has changed the carousel tile limit from 10 to 20! This is great news for those of you who have more valuable content to show and share.
Additionally From October you can add carousels as Reels. Information directly from the platform says that this should help carousel content reach more people.
Take care of your current followers – Instagram Stories
Stories only reach (and only) current followers of your company account. Considering also that users of the application, after opening it, first start browsing Stories, frequent publication in this place seems to be important, if not to say - crucial. Therefore, prepare a communication plan for current followers in this place.
How and what to write about in Stories:
- Keep yourself engaged: Include interactive content elements such as polls and quizzes in Stories.
- Publish funny, current posts, behind the scenes stories and posts that showcase brand values.
- Establish an emotional bond pshowing as much of “yourself” as possible – that is, as many employees as possible.
- Take care of sharing mentions about your brand.
- Make sure that the stories on a given day have their own start, development and end. So start with an eye-catching image/text, expand on the story, and end with a strong CTA (e.g. a survey or link).
- Get up to date! 2024 is bringing a ton of new features to Stories, which Instagram outlines in this article: https://about.instagram.com/blog/announcements/new-stickers-for-stories
- Set a publication plan for Stories that will then be published "featured" section. Publish here your offer, current promotions, menu, price lists, frequently asked questions and answers, the history of your company, etc.
Instagram Channels – Get Even Closer to Your Community
Channels is an option that has been on Instagram for a dozen or so months. What is it about?
You have two channel options as a brand:
- A channel where your audience can only post reactions to brand messages.
- A channel where everyone can talk – your brand and your audience who has joined the channel.
The Channels option gives you endless possibilities:
- You can create surveys and ask questions there.
- You can inform about new products, promotions, etc.
- You can activate the group to act (if it is a motivational group).
- You can create special promotional campaigns for this group.
- You can educate.
What will be published there, how and how often will result from your brand strategy.
Instagram channels (or Messenger, because there is also such an option there) are a confirmation of the trend of "escape from social media". This trend refers to the behavior of users who spend less and less time and publish on social media, tired of overstimulation, dissatisfied with the fact that they see publications of brands in social media, not their friends. A natural step for these people was to move from private communication to messengers. There, they share photos from weddings, communions, trips with friends. There, they send each other updates about what is happening in their lives. Therefore, creating and running the Channel as a brand will be an attempt to reach people who like to use messengers.
Another trend that Channels refer to is building micro-communities around brands. This trend focuses on building stronger bonds, dialogue and exchange of experiences.
Summary
Be vigilant and sensitive to changes taking place on social media platforms (not just on Instagram). Read reports and good articles that will allow you to find out about trends and user behavior. In 2025, Instagram will still be in the TOP 3 most frequently chosen platforms for communicating with customers. With a developed strategy, not repeating stupid Reels that trend for a short period of time, wisely standing out from the crowd and consistent actions, your company has a great chance of building good PR and sales.
And here I invite you to contact our boutique agency. We are a team that distinguishes brands from the crowd. We listen to our clients and stay in constant contact with them. Below I leave two places through which you can arrange a get-to-know-you call with us :)
Sources:
CONTACT WITH KOMUKONCEPT:
Let's talk about what requires the fastest action in your company
We provide:
- we will only send you an offer once we understand your business
- modular offer
- experience in B2B marketing
- close contact with top managers
- consulting approach
- knowledge of marketing and technology.
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl