Instagram continues to reign as a master among social platforms, but in 2025, the rules of the game changed. The algorithm evolves, the expectations of users too, and only the most strategic manage to make their faces of the game. Entrepreneurs, brands, independent: here are the essential levers to propel your Instagram account to the summits and transform your audience into a growth engine.
Missing on the winning format: ultra-short video
The content of content has long been over on Instagram. In 2025, it was the videos of less than 10 seconds that captured attention and generated the most commitment. Reels always dominate, but with a turn to ultra-right formats, inspired by Tiktok and YouTube Shorts. The objective is simple: capture attention from the first second and maximize the retention rate.
The French brand Respire, specialized in natural cosmetics, has been able to capitalize on this trend by publishing videos of daily routines of just a few seconds. These videos, staged with effective storytelling and rapid highlighting of products, made it possible to increase not only interactions but also online sales. The effectiveness of this format is based on immediate spontaneity and visual impact. A strong grip, a fluid transition and an engaging end encouraging spectators to like, comment and share.
Exploit artificial intelligence to create targeted content
The generative is revolutionizing digital and Instagram marketing is no exception to the trend. Tools like Chatgpt or Midjourney allow you to produce custom content today, optimize descriptions and anticipate trends before they even become viral.
The most efficient brands in 2025 use AI to analyze the preferences of their subscribers and personalize each publication according to the behaviors observed. The patina ethical fashion label understood this by testing visuals generated by AI for its campaigns, thus ensuring that designs are perfectly resonated with its audience. Thanks to predictive algorithms, the company also adjusts its publications according to the moments when its subscribers are the most active, thus maximizing their organic scope.
Create a community, not just an audience
Instagram algorithm is increasingly rewarding authentic commitment. In other words, accumulating subscribed liabilities is no longer useful: you have to build a real community. This involves DM exchanges, interactive stories, regular lives and direct involvement of subscribers in content creation.
It is the strategy adopted by Season Paris, a catering brand that hires its customers daily by offering them to vote for the next recipes via Instagram surveys. This interaction model makes it possible to create a strong emotional attachment with the audience, much more effective than traditional promotional campaigns. The more a brand requests its subscribers, the more they feel involved and bow to relaying the message.
Collaborate with micro-influencers rather than stars
The great celebrities no longer have the influence of formerly on Instagram. Users are looking for more authenticity and proximity. This explains the explosion of micro-influencers (less than 50,000 subscribers). These content creators offer commitment rates much higher than those of macro-influencers and their recommendations are perceived as more sincere.
The French startup Horace, specialized in male cosmetics, has built its success by relying exclusively on these niche influencers. Rather than investing in privileged partnerships with known public figures, it has bet on collaborations with influencers at the qualified audience, generating natural word of mouth and an impressive conversion rate.
Sell directly on Instagram thanks to the new e-commerce features
Instagram has become a real sales platform. In 2025, the boutiques integrated into the application offered a purchasing experience without friction, with the possibility of ordering in one click without leaving the application. The explodes that explode are those that master this tool and know how to take advantage of new interactive features.
Balzac Paris, responsible ready-to-wear brand, has optimized its Instagram Shop by offering exclusives available only via its stories and integrating virtual trials thanks to augmented reality. A strategy that has considerably boosted its online sales. In addition, the “Buying in Live” feature allows companies to sell their products in real time during live broadcasting, creating an emergency effect and strengthening customer engagement.
Take advantage of the content generated by users
Consumers trust the recommendations of their pairs more than traditional advertisements. The brands that succeed on Instagram in 2025 are those that integrate their customers into their communication. The example of Jimmy Fairly, Monday French, is striking: the company encourages its customers to share their looks with the hashtag #jimmyfairlystyle and republishes the best photos on its official account.
This type of strategy has a double advantage: it values the existing community by putting it forward and it acts as powerful social evidence to convince new buyers. A user who sees a product carried or used by a real person will naturally have more confidence than in the face of a simple sponsored advertising.
