Instagram has announced that its two key areas of focus for 2025 will be "creativity" and "connection."

• For creativity, the platform wants to make sure its creative tools are best in class, embrace new technologies like AI to maximise creator opportunities, and do more to reward original content.
• For connection, to help people connect with friends over the things they discover on Instagram, the platform is going to double down on messaging, make consuming content more interactive and social, and explore new ways to let users connect with friends.