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Instagram Outlines Key Focus Areas for 2025

Amidst a challenging week for Meta thanks to its largely-disliked policy changes Instagram head Adam Mosseri has revealed the platform’s primary objectives for 2025. The emphasis will focus on two themes: “Creativity” and “Connection,” aiming to enhance the app’s offerings for creators and foster deeper user interactions.

As mentioned in the comment paired with his update vide, the 2025 goals for the platform are relatively simple: double down on messaging, make consuming content more interactive and social, and explore new ways to connect with friends.

“Instagram was really founded on the idea of allowing anybody to share something creative that they were proud to share,” Mosseri explained. “We want to double-down on that by making sure that our creative tools are best-in-class… and by trying to reward creative content more by focusing ranking on things like originality.”

This initiative builds on changes introduced last year, where Instagram adjusted its algorithm to better promote smaller creators while deprioritizing aggregator accounts. The goal for 2025 is to refine these systems further, ensuring emerging talents can thrive.

When it comes to connection, Mosseri emphasized the growing importance of messaging as the primary mode of sharing on Instagram. The platform plans to expand features like Notes and explore additional ways to make content consumption more interactive and social.

“In terms of connecting with friends, [we’re] doubling down on messaging… We’re also going to look for more ways to make recommendations and consuming content more interactive and more social,” he noted.

These priorities signal Instagram’s strategic shift towards supporting authentic creativity and private sharing behaviors, reflecting evolving user habits. However, the increasing role of AI raises questions about how originality will be defined in a world of machine-generated content, especially when Instagram is nudging creators towards regularly using these tools as part of their content creation process.

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