February’s Instagram Updates: What’s New & What It Means for You
Our monthly recap, keeping you in the loop
After last month’s mega-changes, Instagram’s had a relatively quiet few weeks. But, if you’re a busy business owner or marketer, keeping up with even small tweaks can be overwhelming. That’s why I’m breaking down this month’s changes for you—quick, clear, and actionable—so you can stay ahead without the guesswork.
Here’s what’s changed on Instagram this month, why it matters, and how to make the most of it.
DMs Got a Glow Up
Instagram’s Direct Messages (DMs) received a few new features to make communication easier. Most interesting:
✅ Translations – Messages can now be translated into different languages. Great for global brands!
✅ Scheduled Messages – You’re able to schedule messages in advance, making it easier to manage customer interactions.
💡 What this means for businesses: If you use Instagram for customer support or sales, DMs are a more powerful tool. You can plan responses in advance, offer better service, and connect with international audiences more easily.
Shadowbanning: Is It Real? 👀
Marketers have long debated whether Instagram “shadowbans” accounts, reducing their visibility without warning. Adam Mosseri (Head of Instagram) has officially denied it, saying there’s no secret penalty system.
But here’s the reality: if your content doesn’t follow Instagram’s guidelines or fails to engage people, the algorithm deprioritizes it. That’s not a “shadowban”—it’s just how the system works.
💡 What this means for businesses: If your reach is dropping, focus on creating engaging, high-quality content and follow Instagram’s Recommendation Guidelines to stay in the algorithm’s good graces.
Coming Soon: Rearrange Your Instagram Grid
Instagram is testing a feature that lets you rearrange your grid—meaning you’ll soon be able to edit and reposition posts to create a custom profile layout.
💡 Why this matters for businesses:
You’ll have more control over first impressions when someone visits your profile.
Brands can curate their best content at the top instead of losing great posts in the feed.
If you’ve designed aesthetic displays based on the old format, you can now adjust them.
Think of it like giving your Instagram profile a refresh without deleting old posts. Smart brands will use this feature to highlight bestsellers, seasonal promotions, or key brand moments.
Education On to How Reels Get Recommended
Instagram has officially provided more info and updates on HOW Reels get recommended. None of this is new (I wrote about it HERE, last September) but it’s a helpful reminder as we’re all creating content:
✅ Reels are recommended based on engagement, not just follower count.
✅ Instagram tests Reels with small audiences first—then expands reach based on performance.
✅ Shares, comments, and watch time play a huge role in whether your Reel goes viral.
How to Use This to Your Advantage:
💡 Make Reels that stand alone – A new audience should understand your video without context.
💡 Hook viewers in the first 3 seconds – If they scroll past, your reach drops.
💡 Encourage shares and comments – Ask a question, spark discussion, or use captions that prompt reactions.
Key takeaway: Reels have more potential to reach new audiences than ever before—but only if they’re engaging enough to keep people watching.
Instagram is leaning into discoverability, and if you want to grow, here’s how to adapt:
✅ Post Reels consistently – Every Reel is a chance to reach new people.
✅ Use captions with relevant keywords – Instagram is evolving into a search-first platform.
✅ Engagement > frequency – Focus on making quality content over posting for the sake of it.
Instagram is constantly changing, but these updates present big opportunities for businesses that are paying attention.
Got questions? Hit reply—I’d love to hear how you’re planning to use these updates! 🚀
xxAlison