Social Media Marketing Talk Show:
Instagram Updates – Edits App Features, Inbox Tools, Pinnable Comments & More
Host: Jerry Potter (for Michael Stelzner, Social Media Examiner)
Date: October 6, 2025
Episode Overview
This episode dives into the latest Instagram updates crucial for marketers and creators. From the long-awaited iPad app to fresh inbox tools, algorithm changes, new pinning options for comments, the expansion of ephemeral photo sharing (“Shots”), and noteworthy improvements to the Instagram Edits app, the show delivers actionable insights to help businesses stay ahead.
Key Discussion Points & Insights
1. Instagram Hits 3 Billion Users, Still Growing
- Milestone Achieved: Instagram now boasts 3 billion monthly active users.
- “Instagram reached 3 billion monthly active users. So that's a huge milestone as a big part of the world's population.”
— Jerry Potter [02:34]
- “Instagram reached 3 billion monthly active users. So that's a huge milestone as a big part of the world's population.”
- Caveat: “Monthly active” can include users who check in only once a month.
- Growth Drivers: Messaging, Reels, and AI-driven recommendations.
- Real-World Perspective: Teens favor Instagram for messaging, validating Instagram’s investment in direct communication features.
2. Native iPad App Finally Arrives
- 15 Years in the Making: Instagram launches an optimized iPad app.
- User Experience:
- App launches directly into Reels for a “lean back” entertainment experience, similar to YouTube’s pivot toward TV-like viewing.
- “When you open the iPad app...it launches right into reels...for what they call a lean back entertainment experience.”
— Jerry Potter [04:16]
- “When you open the iPad app...it launches right into reels...for what they call a lean back entertainment experience.”
- Enhanced Multitasking: Users can multitask, viewing multiple areas of Instagram at once—underlining a shift toward using Instagram in more settings.
- App launches directly into Reels for a “lean back” entertainment experience, similar to YouTube’s pivot toward TV-like viewing.
- Upgraded Following Tab: Provides three separate views—All, Friends, and Latest (chronological feed), answering frequent calls for more feed control.
- Reels’ Growing Share: Now account for over 20% of Instagram usage.
3. Pin Your Own Comments for Stronger Calls to Action
- New Feature: Users can now pin their own comments on posts and reels (not just others’).
- “Previously you were only able to pin other people's comments on your posts and reels. So this will now work on posts and reels...you can do your own.”
— Jerry Potter [06:28]
- “Previously you were only able to pin other people's comments on your posts and reels. So this will now work on posts and reels...you can do your own.”
- Marketers’ Advantages:
- Highlight calls to action, summarize FAQs, or provide updates at the top of the comments section.
- Create an immediate sense of activity by commenting first on your own post.
- Limitations: Links still aren't clickable in pinned comments, but memorable URLs can be included for direct traffic.
- “You still can't have a clickable link, as far as I know...but still a call to action to a URL that's easy to remember...”
— Jerry Potter [07:05]
- “You still can't have a clickable link, as far as I know...but still a call to action to a URL that's easy to remember...”
4. Algorithm Update: Letting Users Tune Their Own Reels Feed
- What’s Changing:
- Instagram is testing user-controlled algorithm tuning for Reels—users can add/remove topics of interest.
- “Basically allowing users to add or remove topics of interest...giving people more control of the short form video feeds on multiple platforms.”
— Jerry Potter [08:03]
- Potential Impacts:
- Pros: Highly relevant content for users; brands with strong, clear appeal may see uptake if users opt in.
- Cons: Users less aware of their options—or less motivated—may not add your niche, possibly decreasing reach.
- “What people say they want versus what they actually want are not always the same thing. So it'll be interesting to see how this plays out.”
— Jerry Potter [09:22] - Fastest changes expected among engaged, niche, or younger audiences willing to tweak their feeds.
5. New Inbox Management Tools
- Folder Creation: Make new folders to organize messages—great for sorting leads, promos, and categorizing conversations.
- Advanced Filters: Sort DMs by follower count, verification status, and more.
- Dedicated Stories Replies Folder:
- Keeps story replies separate from regular DMs, streamlining follow-up and prioritization.
- “Now you can have your story replies separate from your general messages...you can prioritize either replying to people who reply to your story or prioritize the main inbox.”
— Jerry Potter [10:41]
6. Shots Image Sharing Feature Expands
- What Is Shots: Send unedited, unfiltered photos to mutual followers.
- Photo disappears after view for recipients but is retained by the sender.
- Marketing Potential:
- Adds an authentic, low-pressure content type similar to early Stories—can be used for spontaneous updates or brand “realness.”
- Early adopters can earn extra reach.
- “I am a huge fan of this for us as marketers...it gave us this incredible way to put out stuff on the fly, take a deep breath and not panic about it.”
— Jerry Potter [11:33]
7. Edits App Improvements: More Efficient Video Creation
- Main Clip/Overlay Swap:
- Instantly convert main video segments into overlays and vice versa, making rearranging clips easier.
- Sound Effects Save:
- Save frequently used sound effects for streamlined editing and consistent branding in future videos.
- “This new feature now allows you to save frequently used sound effects for quick access in future projects.”
— Jerry Potter [12:16]
Notable Quotes & Memorable Moments
-
On Instagram’s staying power:
- “Instagram is still growing...not surprising there at all.”
— Jerry Potter [03:13]
- “Instagram is still growing...not surprising there at all.”
-
Algorithm skepticism:
- “Rarely as marketers do we look at this as good news, right? We're usually like, oh good, let me roll my eyes as far back as they will go.”
— Jerry Potter [07:45]
- “Rarely as marketers do we look at this as good news, right? We're usually like, oh good, let me roll my eyes as far back as they will go.”
-
On the value of unpolished content:
- “I consider myself a recovering perfectionist. But...we kind of feel like, oh, we've got to get this perfect...that's a lot of pressure.”
— Jerry Potter [11:25]
- “I consider myself a recovering perfectionist. But...we kind of feel like, oh, we've got to get this perfect...that's a lot of pressure.”
Key Timestamps
- Growth & User Stats: [02:09] – [03:46]
- iPad App & User Experience: [03:46] – [05:57]
- Pinning Comments: [06:28] – [07:34]
- Algorithm Tuning: [07:45] – [09:39]
- Inbox Tools: [09:39] – [10:56]
- Shots Feature Expansion: [10:56] – [12:09]
- Edits App Updates: [12:09] – [12:58]
Takeaways for Marketers
- Stay nimble: New features like the iPad app and Shots create opportunities for fresh engagement and experimentation.
- Embrace authenticity: Don’t be afraid to post less polished content, especially with ephemeral features.
- Leverage inbox tools: Organization and efficiency will be key for brands networking and providing support via Instagram DMs.
- Prepare for algorithm shifts: Strong, clear audience appeal may become more important; monitor changes in reach and adapt accordingly.
- Use new comment pins: Place CTAs and clarify content right at the top for increased visibility.
For social media marketers, these Instagram changes are about increased control, greater efficiency, and seizing early adoption advantages while balancing authenticity with strategic content planning.