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Instagram and Meta Updates: What Marketers Need to Know

Instagram is rolling out key updates that could impact content strategies, audience engagement, and ad performance. From A/B testing with Trial Reels to feed layout changes and Meta’s shift in fact-checking, these Instagram and Meta updates are designed to refine the platform’s user experience. Here’s what marketers need to know and how to adapt.

1. Trial Reels: A/B Testing for Smarter Content Decisions

For brands and marketers, Instagram’s new Trial Reels feature introduces a way to test content performance before publishing it to followers. It’s primarily available to eligible professional accounts but is also being trialled with select creators without one.

How It Works:

  • A Trial Reel is only shown to non-followers initially.
  • Instagram provides insights on whether the content is performing above average.
  • If the results are promising, you have the option to automatically publish it to your followers.

Why This Matters for Marketers:

  • Data-Driven Content Strategy: Test different creative approaches before committing to a full audience release.
  • Optimised Engagement: Identify what resonates best with new users to maximise reach and conversions.
  • Lower Risk for Brand Messaging: Avoid publishing content that doesn’t perform well, ensuring a stronger, more curated brand presence.

Actionable Tips:

✅ Run A/B tests with different calls-to-action, video styles, or messaging.
✅ Compare organic performance before deciding on paid promotion.
✅ Use insights to refine future content and inform long-term strategy.

2. Instagram’s Feed Layout Update: What It Means for Your Brand’s Visuals

Instagram has updated its feed layout from a 1:1 square grid to a 3:4 aspect ratio, meaning posts now appear taller in profiles.

Why This Matters for Marketers:

  • Brand Aesthetic Shift: If your brand’s Instagram feed follows a structured look, you may need to rethink your visual strategy.
  • Impact on Content Previews: Older content may not fit the grid as intended, affecting first impressions for profile visitors.
  • Future-Proofing Content: Instagram is expected to roll out adjustment tools soon, but for now, the best approach is to manually check and tweak visuals.

How to Adjust Your Content:

✅ Use “Adjust Preview” when posting:

  • “Fill” (Instagram auto-crops your content)
  • “Fit” (content sits on a coloured background)

✅ Test how Reels, Stories, and carousels appear in your profile grid.
✅ Keep an eye on new Instagram tools for optimising feed visuals.

3. Meta’s Fact-Checking Changes: How It Affects Brand Trust & Content Visibility

Meta is removing third-party fact-checkers in the US and replacing them with Community Notes, meaning users will now help moderate misinformation instead of verified fact-checking organisations.

Key Details:

  • This only affects US audiences, fact-checkers remain active globally.
  • The shift could be a test run or a way to comply with different digital regulations.
  • The EU’s stricter content moderation laws may have influenced Meta’s decision to limit this change to the US.

Why This Matters for Marketers:

  • Misinformation Risks: Brands sharing news-based or industry-specific content must fact-check carefully to maintain credibility.
  • Potential Changes to Content Visibility: Community-reported posts may be deprioritised in the algorithm, affecting engagement.
  • User Trust & Brand Reputation: Consumers may be more skeptical of unverified information, so transparency in messaging is key.

Actionable Tips:

✅ Ensure all content is sourced from credible, verifiable sources to avoid misinformation flags.
✅ Monitor how Meta’s changes affect content visibility and audience engagement.
✅ If your brand operates in multiple markets, be mindful that fact-checking rules differ globally.

4. Bonus: How the Instagram Algorithm Works

Head of Instagram, Adam Mosseri, posted a Reel detailing what interactions the algorithm focuses on to boost your content, providing rare clarity into the inner workings of the Instagram algorithm.

Key Details:

  • Instagram breaks down your ranking into two audiences: connected reach (accounts following you) and unconnected reach (non-follower accounts).
  • Top Three Interactions for both audiences are: watch time, likes, and sends (when you share content in DMs with other accounts)
  • Likes are more important for connected reach, and sends are more important for unconnected reach.

Why This Matters for Marketers:

  • Better understanding of what drives reach, and which interactions to monitor closely
  • Watch time remains a priority, so strive for engaging content that keeps your audience interested.

Actionable Tips:

✅ Keep an eye specifically on your watch time, likes, and sends to monitor engagement.
✅ Utilise Trial Reels to experiment with what attracts your unconnected reach.

Key Takeaways on the Latest Instagram and Meta Updates

Instagram’s latest updates reinforce the importance of data-driven marketing, content adaptability, and audience trust. Here’s how to stay ahead:

Leverage Trial Reels to test creative strategies and optimise engagement.
Adjust your content for the new feed layout to maintain a polished brand presence.
Be mindful of Meta’s fact-checking changes and their potential impact on visibility and brand trust.

As Instagram continues evolving, marketers should stay agile, test new features, and refine strategies to stay competitive. Keep an eye on future updates and be ready to adapt!

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