What Actually Works on Instagram in 2025 (And What to put in the bin)

If you’ve ever stared at your Instagram feed wondering why that random dancing Reel got 10,000 views but your beautifully branded carousel flopped... you’re not alone. Instagram in 2025 is a different beast. And if you’re still clinging to the tricks that worked five years ago? Sorry, but it’s time to let go.

Here’s what’s working right now – and what’s well and truly been left behind.

What’s Working in 2025

1. Original, Low-Lift Reels

You don’t need a ring light and choreography. You do need a hook that stops the scroll, a relatable POV, and an edit that doesn’t look like it took 7 hours to perfect. Think:

• Talking to camera (raw and unfiltered)

• Before/after reveals

• Trendy formats, but with your own spin

Yes, showing your face still works. People want to buy from people.

2. Carousel Posts That Teach Something

Carousels aren’t dead, in fact they are well and truly alive – they’re just misunderstood. The best-performing ones have:

• A punchy headline on slide one (think: “3 Things Killing Your Engagement”)

• Bite-sized, skimmable tips. Try a mix of images & video too

• A clear call to action

Teaching > showing. That’s the vibe.

3. Content That Creates Conversation

If your caption reads like a press release, let’s fix that. Instagram in 2025 is favouring posts that spark comments, saves, and shares. Try:

• Hot takes

• “Unpopular opinions”

• Honest, personal storytelling

Make your audience feel something – even if it’s just “omg SAME.”

4. Consistency (But Not in the Way You Think)

It’s not about posting daily – it’s about posting with purpose.
✅ Do you show up weekly?
✅ Is your content tied to your offers?
✅ Are you mixing top-of-funnel with trust-building and conversion posts?

Posting for the sake of it? Don’t waste your time!

5. Using Instagram as a Sales Funnel

This is my favourite one. And it’s hot at the moment. Smart brands are no longer relying on Insta just for “awareness.”
They’re turning followers into leads with:

• Links in stories that drive traffic

• Strategic lead magnets

• Clever use of DMs: hello, DM automations and keyword replies. (Can I just say I am loving all the free Toddler recipes I’m being served in my Insta DMs atm.)

What to Leave Behind

1. “Perfect Grid” Energy

You don’t need every tile to match. We’re in the era of vibe over veneer. If your audience can’t feel you, they’ll scroll right past your cute pastel colour palette.

2. Hashtag Vomit

30 random hashtags won’t save a post that has no substance. Use a handful of relevant, searchable, and niche ones instead. Better yet, try ditching the hashtags and focus on SEO-friendly captions and alt text.

3. Talking Like a Corporate Robot

If you’re saying “our team is passionate about delivering results-driven strategies…” I’ve already fallen asleep. Say it like you’d say it at a coffee shop to a friend, not a boardroom.

4. Posting Just to Stay ‘Active’

Posting without strategy is like yelling into the void. It’ll keep you busy, but it won’t bring in leads or create a community. Focus on what matters: value, connection, and clarity around what you offer.

Final Thoughts: Don’t Just Chase Trends, Build Trust

In 2025, Instagram isn’t just a vanity platform. It’s your shopfront, your handshake, your pitch deck, your vibe check – all rolled into one.

If you’re feeling overwhelmed? You don’t have to DIY the whole thing.
That’s what I’m here for.

Need help with strategy, content or ads that actually work in 2025?
Let’s chat.