The Mindful Marketing Podcast
Host: Andréa Jones
Episode: The Instagram Playbook for 2025 & 2026
Date: October 7, 2025

Episode Overview

In this episode, Andréa Jones delivers a comprehensive, forward-looking playbook for businesses and creators aiming to succeed on Instagram in 2025-2026. Her focus: intentional, sustainable marketing that aligns with platform shifts, algorithm changes, cultural trends, and evolving user behaviors. Drawing on current developments, she dissects Instagram’s latest features, the impact of AI, changing audience expectations, predictions for the coming year—and actionable strategies to thrive amid constant change.

Key Discussion Points & Insights

The Current Instagram Landscape (as of October 2025)

• Algorithm = AI Systems
  Instagram's algorithms, now labeled as “AI systems,” heavily influence user experience and content ranking.

  • “Mr. Al, the little robot behind the scenes, who is really helping curate the entire experience on Instagram right now.” (07:15)

• How the Algorithm Works
  The feed ranks around 500 candidate posts based on predicted engagement signals: watch time, profile clicks, comments, reshares, likes, and overall time spent on the app.

  • Instagram's ultimate goal: Keep users engaged to serve them more ads.

• Top Performing Content Types

  • Instagram Reels:
    • Algorithm focuses on comments, follows, and especially reshares (notably DM shares, a new feature).
  • Instagram Stories:
    • Prioritizes story opens, completion, replies, and engagement (e.g., DMs, emoji reactions).

New Features, Trends, and Changes

• Direct Messaging and “Dark Social”

  • Instagram is placing growing emphasis on private sharing: DM shares per reach is now a critical metric.
  • Broadcast channels and community direct messages (group chats) are on the rise, especially among Gen Z and Gen Alpha.
    • "They love a good group chat moment. And they're actually spending more...on the quote, unquote, dark social." (15:28)
  • For brands targeting younger audiences, private sharing is overtaking posting in the public feed.

• Instagram Edit (video editor, April 2025)

  • A competitor to CapCut, Instagram Edit encourages creators to remain within the platform—rewarding users who adopt it, especially for quick, 10-second videos.

• Test-and-Reward System

  • New features (e.g., Friends Map/Friends Feed, ultra-wide 5000x1000 Reels) receive algorithmic priority—test features if they fit your strategy but avoid those that feel off-brand or intrusive.

Cultural Shifts Shaping Strategy

• Dominance of Short Video

  • 60% of time spent on Meta platforms is for video (Meta, 2025).

• Authenticity Over Aesthetic

  • Slide away from highly stylized, perfectly curated posts toward “reality TV” content and de-influencing. More creators now share what doesn’t work or what not to buy.
    • "What all of this is telling you as a business owner is that the more authentic your content, the better." (27:50)
  • Growing demand for UGC (user-generated content): Rose by 55.8% in 2024.

• Rise of Micro- & Nano-Influencers

  • Brands prefer micro-influencers for authenticity and cost-effectiveness.

• Social Media as Search

  • Instagram is ramping up search features, repositioning itself as a discovery platform—but not yet as strong as TikTok for search.
  • "The caption of your video, the content of your video, and your actual bio all…help in your discoverability." (35:42)

• Regulation & Youth Safety

  • Heightened scrutiny in 2025: bans for underage users in some countries; Meta under investigation, especially in Europe.

Predictions for Instagram: 2025–2026

1. Hyper-Personalized Feeds (47:51)

   • Expect personalized, topic-based feeds, akin to Twitter Lists, allowing users to organize content by different areas of interest.
   • “I actually think they're going to take these personalized feeds and make them even better.”

2. DM Shares as Key Metric (50:49)

   • DM shares will become a clearer, separate metric for discovery and trending content.

3. Pinterest-Style Saved Collections (52:10)

   • The return and evolution of shared, collaborative saved collections and shared community experiences.

4. Greater User Control Over Feeds (54:03)

   • More tools to filter, hide, or proactively tailor the algorithm, especially content relevance based on life stage.

5. Simplified Content Formats (56:36)

   • Push toward a “post-is-a-post” environment, unifying Stories, Reels, Carousels, Live, etc. for easier posting and discovering—akin to Facebook or Threads.

6. Increased VR & AR Integration (59:02)

   • Expect more virtual and alternative reality content, e.g., Meta smart glasses, layered AR experiences.

   • Memorable: “Imagine a Pokemon Go style video, where…there’s me popping up and giving them advice through their phone camera—it looks like I'm there with them. I think that'd be cool. If you're listening Meta, go ahead and steal my idea.” (1:00:18)

7. Messaging/Dark Social Unification (1:03:10)

   • Andréa wants confusion removed between DMs, group chats, and broadcasts; suggests unification is likely.

8. E-Commerce Expansion (1:06:40)

   • Instagram “Shop” is likely to get frictionless in-app checkout, better integration for both physical/digital products, and stronger tie-ins for micro-influencers.
   • “It still feels…clunky…so I would love them to take this idea of social shopping and…make the whole experience frictionless.”

Actionable Strategies & Notable Advice for Business Owners

• Prioritize Shared Content

  • Make content that stands alone and is easily shareable via DM.
    • “The video should not feel like an inside joke…It should stand on its own.” (1:11:02)

• Hook Viewers Instantly

  • Avoid generic intros—start with value immediately.
    • “We’re not going to say ‘Hi, Happy Tuesday, Welcome back to my Instagram reel. I know all of you have been asking.’ No, you’ve already lost me.” (1:12:13)

• Optimize for Watch Time

  • Focus on retaining viewers for the full video or carousel post; completion trumps length.
    • “It really doesn’t matter the length of your video. It matters how long people watch it and how many times did they watch it.” (1:14:05)

• Stay Authentic (Even with AI Tools)

  • Use video editing tools (especially Instagram Edit), but don’t over-polish—leave in the human imperfections.

• Embrace "Dark Social" Metrics

  • Engagements not visible to the public—saves, DMs, shares—matter most.

• Respect Your Cadence & Boundaries

  • Consistency means what works for you (not daily posting); social can be seasonal, weekly, or as fits your life.

• Track the Right Metrics

  • De-prioritize follower count, likes, and comments. Look at shares, saves, DMs, and completion rates.

• Stay Playful & Adaptable

  • Treat marketing “like kids in the sandbox”—experiment, adapt, and don't get attached to rigid plans.

Notable Quotes & Memorable Moments

• "If you ever open Instagram and feel like, man, I was just figuring this out and it changed again, then this episode is for you." (00:01)
• “At the end of the day, Instagram's value comes from how much time people spend on the app.” (06:01)
• “Gen Z and Gen A…think posting in their feed and posting reels, they actually think that's cringe. I don't agree with them, but that's what they think.” (15:55)
• “We're kind of getting a little bit tired of seeing perfectly styled influencer lives…What we're seeing…is the rise of micro influencers, the soft life influencers, the average everyday influencer.” (29:44)
• “If you're looking at this and you're like, I need to revamp my Instagram…please come in and join me in the Instagram bootcamp.” (44:11)
• “Treat marketing like kids in the sandbox…We build up the castle…if another kid smashes our castle, sure we're sad for a second, but we don't let that stop us from ever building a castle again.” (1:20:15)

Timestamps for Key Segments

| Topic | Timestamp | |-------|-----------| | Introduction & State of Instagram | 00:01–08:30 | | Algorithm Insights & Ranking Signals | 08:30–16:40 | | Stories, Reels, and DM Metrics | 16:40–22:10 | | New Features & Trends (Edits, Ultra Wide, Friends Map) | 22:10–26:45 | | AI/Meta Integration | 26:45–28:33 | | Cultural Shifts (Video, Authenticity, UGC) | 28:33–36:11 | | Social Search & Discoverability | 36:11–38:20 | | Platform Regulation & Youth Mental Health | 38:20–41:17 | | 2026 Predictions: Algorithm, Feeds, E-commerce, Messaging | 47:51–1:10:01 | | Actionable Strategies for Businesses | 1:10:01–1:17:41 |

Final Takeaway

This episode is a must-listen for anyone seriously leveraging Instagram for business. It blends real-time platform intelligence with cultural and behavioral trends, and grounds it all in a mindful, sustainable approach: "You don't need to do all the things. Build a cadence that works for you—track what matters, stay adaptable, and don’t be afraid to get playful."

Resources & Next Steps

• Join Andréa’s free Instagram Bootcamp: onlinedrea.com/bootcamp
• Track episode links and references via the show notes.

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