So here we have the trends, un-hyped and viewed through realistic lenses; from my end I have trialled and tested more of them!
1. Authenticity Over Aesthetic- An Actual Thing.
Remember when basically everything aesthetic had to be curated to death and had to comply with a color-code at times? Those days are definitely on sunset now.
In the same spirit, realness is what normal creators and brands are aiming for. No filtered selfies, behind-the-scenes stuff, bloopers and messy rooms: universe coining this new way to say “We are human just like you.”
Authentic Content:
• Candid storytelling
• Genuine captions
• Showing the process, not the glamorized end product
What isn’t authentic:
• Over editing or trying to deliver a “too perfect” video
• Voiceovers with carousel captions, void of soul
The shift creates a sense of connection vs selling, and connection=conversion
2. Reels Are Still King – But Not Just Any Reels!
Reels are still top dog, but we are past the days of dancing for no reason.
Moving into 2025, short form storytelling wins. In 30-seconds, someone better get their value – whether that is a tip, micro-vlog, relatable moment, or transformation.
What works:
Bite-sized educational tips
Relatable skits or life hacks
Story-telling Reels with captions for the silent watchers
What’s hype:
Lip-sync trends with no point
Copy-paste trends with no connection
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3. Carousel Posts Are Back – With a Plot Twist
If you think carousel posts are dead, think again. Carousel posts are evolving too moving into 2025.
Carousel post are not just pretty quotes or simple step-by-step guides anymore. They are now mini-storybooks, page-by-page. The goal is to take the user on a journey, not just
give them information.
What works:
• Teaser-to-reveal approach (swipe to discover!)
• Before/after stories
• “mistake > lesson > tip” format
What flops:
• Carousels without a story or a purpose to swipe
• Too much text and too many visuals
Think of each swipe as a chapter. Make people excited to see what’s next.
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AI-Generated Content: Cool, Just Use With Care
Yes, I’m using AI (hi ). AI-generated images and captions are popular. It can save time, develop ideas, and encourage creativity.
Think of every swipe as a chapter. Give people a reason to want to turn the page.
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4. AI Content is cool, but Use Wisely
Yes, I’m using AI as well (hi AI). The craze for AI-generated images (or art) and captions is taking the world by storm. No doubt they are capable of creating faster, generating ideas, and sparking creativity.
5. Niche Communities > Mass Market
Mass market is great, but hyper-targeted engagement? Now that’s the gold.
In 2025, the creators and brands who win are going to care about communities, not crowds. Think: micro audiences who actually care. Cozy book clubs. Sustainable swaps for clothing. Memes for introverts. If it is niche, it is sticky.
DO’s
Create content for a specific persona
Small groups in the community through DM’s or Broadcast Channels.
Shoutouts or collaborations with niche-low crowd creators.
DON’Ts
Going viral “just to go viral”
Generic content aimed at “everyone” (spoiler: it won’t reach anyone)
Niche = loyalty. Loyalty = long game.
Collaborative Content = Double the benefits
Collaborations aren’t just trendy—they’re a clever strategy now.
In 2025, the new algorithm really likes collaborative posts and co-created Reels. It’s about much more than exposure, it also includes shared trust and overlapping audiences.
What works:
Co-branded content that shares the same values
Collab posts (tagging both accounts as creators)
Interview style Reels or duets
What’s hype:
Forced partnerships that feel random
“Shout for shout” tactics that deliver no value
The most important part is to collaborate where there’s real chemistry. Not just clout.
6. Instagram Notes? Yep—For Real Now
You thought Instagram Notes was a Gen Z thing? Think again.
These little blurbs at the top of your inbox have become mini-micro-broadcasting tools of sorts, whether its to promote your last post, do a quick poll, or just to share a vibe—you won’t get more low-effort, high-attention.
What works:
Daily ‘what’s on your mind’ updates
Quick reminders or prompts to follow-up, (i.e.; new post—guess what it’s about?)
Conversational hooks to convert to DMs
What’s hype:
Pretending it’s not there outright (you’re missing out on a free billboard)
Treating it like status update no-one cares about
It’s personal real estate, use it wisely.
7. Face-First Branding
Everyone’s getting a face, even brands. The perfectly curated grid, the stock-image of a coast line as a placeholder is over! In 2025, audiences trust what they can see—and who.
Creators and businesses are stepping in front of the camera for a number of reasons, but ultimately, people follow people—not logos.
What works:
Behind-the-scenes type content with founders or team
Day-in-the-life videos
Your takes on what’s trending in your industry
What’s hype:
Still hiding behind Canva posts only to be shocked when they don’t explode
Stock-heavy feeds that don’t matter to your audiences
Show your face. Trust builds, plain and simple.
Closing Thoughts: Keep it Real & Keep it Fresh
Instagram in 2025 is a lot less about striving for perfection and a lot more about tapping into what feels real to you, and your audience.
Some trends will lift us all up. Others will drop us just as immediately. The trick? Don’t just follow trends—test them, adjust them, and own them. If something works for someone else, it might not hit the same for you, and that’s completely fair.
As creators; brands; and as all of us, Instagrammers seeking our place, it’s not about keeping up; it’s about standing out, while still being genuine.
So: what trend will you try next?
Put it in the comments or better yet—show it on your feed.
Let’s not just scroll through trends; Let’s help create one.
with heart and hustle,
fidha faizal
digital marketing freelancer in dubai