Instagram News & Updates for September 2025

Instagram and Facebook launch new creator marketplace and discovery APIs

6 days ago

Meta is launching two APIs to enhance creator marketing on Instagram and Facebook. The Instagram creator marketplace API will be available on October 1, 2025, and the Facebook creator discovery API on October 6, 2025. These APIs help brands discover and evaluate creators for partnership ads, featuring keyword search, creator insights, and similar creator suggestions. Developers can access the APIs after app review, with documentation available for preview.

Meta adds new Instagram follow metric for advertisers with custom insights

7 days ago

Meta Ads Instagram

Meta added a new 'Instagram follow' metric allowing advertisers to create custom metrics like Instagram follow rate and cost per Instagram follow. These insights are available immediately without optimizing for Instagram follows. Cost per follow is more relevant when optimizing for profile visits. Both metrics can be added and viewed at campaign, ad set, and ad levels without running specific profile visit ads.

Automatic Translation for Videos on Facebook and Instagram Introduced with Lip Syncing

14 days ago

Meta Ads Facebook +1 more

Automatic Translation for videos on Facebook and Instagram has been introduced, featuring lip syncing. Users can select options for closed captions and translations when uploading a Reel in Business Suite, including translating voice with Meta AI. After publishing, users can review the translation. The feature currently supports English to Spanish and vice versa, with plans for broader availability. This innovation aims to enhance global accessibility for videos.

Instagram tests picture-in-picture feature for Reels to boost multitasking

18 days ago

Instagram

Instagram is testing a picture-in-picture (PiP) feature for Reels, letting users watch videos outside the app. This option, now in playback settings, focuses on viewing content only. With TikTok and YouTube offering similar features, Instagram aims to boost multitasking and retention. The feature, supported by Adam Mosseri, is in limited testing.

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Instagram adds Retention and Skip Rate metrics to boost Reels content engagement

22 days ago

Instagram

Instagram introduced new metrics for Reels creators to improve content analysis. The "Retention" chart shows when viewers lose interest, with a flatter line indicating better engagement. The "View Rate" metric is replaced by "Skip Rate," measuring viewers who skip within three seconds, highlighting the need for engaging openings. These updates help creators optimize content based on audience engagement.

Instagram Introduces Reels Linking for Extended Multi-Part Stories

25 days ago

Instagram

Instagram has introduced a feature allowing Reels creators to link multiple clips, enabling series creation. Users can connect related Reels with the “Link a reel” option, adding prompts for viewers to watch subsequent parts. This enhances storytelling and content organization, similar to TikTok's features. Instagram believes this will boost engagement and viewership, provided the clips are relevant. The feature is now available to all users.

Instagram Marketing API Legacy Fields Deprecation Scheduled for September Update

1 months ago

Instagram

The deprecation of legacy Instagram fields in the Marketing API is set for September 9, 2025, earlier than the previous date of January 21, 2026. Marketing API v22.0 will replace fields like ‘instagram_actor_id’ with ‘instagram_user_id’. Developers are urged to migrate to the new fields before the deprecation date to maintain functionality. A review of API calls is recommended for those updating to Graph API v22.0, as changes apply immediately.

Instagram Launches Re-Posts and Friend Map Updates

1 months ago

Instagram

Instagram has launched features to enhance connections among friends. Users can now repost public reels and posts, which appear in friends' feeds and a dedicated tab. The Instagram map lets users share their location with selected friends and view nearby content. A new Friends tab in Reels shows public content friends interact with, facilitating conversations. These updates aim to improve user interaction and content discovery.

Instagram adds new metrics to Insights for Reels and carousel engagement

1 months ago

Instagram

Instagram updates Insights with new metrics for creators. Reels now show when users liked specific parts of videos. Carousels reveal which slides were liked, aiding content decisions. Post-level demographics and data on content gaining new followers are added, offering deeper engagement insights to guide creators' strategies.

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