Instagram has become a cornerstone of digital marketing, especially for businesses and nonprofits looking to build a strong online presence. While the platform regularly rolls out updates, it can be overwhelming to keep track of all the changes. Not all features are relevant to marketers, but some are game-changers for those aiming to grow their organization’s audience and drive engagement heading into 2025.
We are going to break down the most important Instagram updates for business and nonprofit accounts, to help better understand how they can boost your strategy and why they should matter to you.
- Instagram Reels: Still Dominating the Feed
Instagram Reels remain a priority for the platform, and for good reason: they offer businesses a powerful way to increase visibility and engagement. Reels are short, engaging videos that Instagram promotes heavily through its algorithm. For brands and nonprofits, this means your content has a higher chance of being seen, even by users who don’t follow your account which is HUGE. Whether you’re highlighting a product launch or sharing a nonprofit success story, Reels can drive awareness and engagement in a way that static posts can’t.
Why does this matter? With Instagram favoring video content, businesses should allocate more time to creating short-form videos. Focus on storytelling and behind-the-scenes content to engage viewers emotionally. Nonprofits can use Reels to tell impact stories, showcase beneficiaries, or promote upcoming events.
- Enhanced Call-to-Action Buttons
One of Instagram’s most useful updates for organizations is the improvement of call-to-action (CTA) buttons. These now include more options for businesses and nonprofits, like “Shop Now,” “Donate,” “Book,” and “Sign Up.” This feature makes it easier for followers to take immediate action after visiting your profile, streamlining the user journey from engagement to conversion.
Why does this matter? Nonprofits can use the “Donate” button to drive direct donations, while businesses can guide users to product pages or booking services. Make sure your profile is optimized with the right CTA based on your campaign goals—whether that’s fundraising, promoting an event, or increasing product sales. For the Chuck Noll Foundation, we were able to leverage this for our #PlayItSafe campaign and giveaway.
- Instagram Shopping: Seamless Integration for Business Accounts
Instagram Shopping allows businesses to showcase products directly within the app, providing a seamless shopping experience for users. By setting up an Instagram Shop, businesses can tag products in posts, Reels, and Stories, allowing followers to view and purchase without leaving the platform. This feature is crucial for product-based businesses, but nonprofits can also leverage this for merchandise sales or fundraising items.
Why does this matter? For us in the nonprofit world, it’s an opportunity to sell branded items or event tickets, (in our case The Bus Stops Here Foundation’s annual Toy Drive Wishlist on Amazon) enhancing revenue streams while engaging supporters through organic content.
- Link Stickers in Stories
One of the most exciting updates is the replacement of the “Swipe Up” feature with Link Stickers in Stories. Now, any account—regardless of follower count—can include a clickable link directly in their Instagram Stories. This is particularly valuable for nonprofits and small businesses that may not have previously had access to this feature.
Why does this matter? Link Stickers enable you to drive traffic to donation pages, event registrations, blog posts, or product pages. Make sure to integrate these links strategically in your Stories, whether promoting a limited-time offer, a new blog post, or an upcoming event.
- Improved Analytics with Instagram Insights
Instagram has recently expanded its Insights tool, providing deeper data on your content performance. Businesses and nonprofits can now get detailed analytics on Reels, Live videos, and regular posts, including reach, impressions, and interaction rates. Additionally, Insights breaks down audience demographics, which can help tailor your content to specific target groups.
Why does this matter? Regularly analyzing these metrics allows you to adjust your strategy based on what’s resonating with your audience. For nonprofits, tracking the engagement on fundraising campaigns or event promotions will help determine the most effective content strategies. Businesses can use Insights to gauge which product launches or promotional campaigns are getting the most traction.
- Collaborative Posts for Expanded Reach
The collaboration feature, which allows two accounts to co-author a post or Reel, is a great way to amplify your content to a wider audience. This update is particularly beneficial for partnerships between nonprofits and businesses, influencer marketing, or co-sponsored events. This has been hugely successful for our newer CBD client, 32d CBD, when we collaborated with co-owner Jerome Bettis and Miss Chiropractic.
Why does this matter? By leveraging collaborations, you can tap into new audiences while maintaining a strong connection with your core followers. Nonprofits might use this feature to partner with a corporate sponsor for a campaign, while businesses could collaborate with influencers to boost visibility for a new product or service.
- User-Generated Content (UGC) and Community Engagement
UGC has always been a valuable tool for businesses and nonprofits alike. Instagram’s features make it easier to share UGC directly in Stories or posts, giving brands an authentic way to showcase their community’s involvement. Whether it’s reposting customer reviews, event photos, or volunteer experiences, UGC helps build trust and foster a sense of belonging among followers.
Why does this matter? UGC not only strengthens your connection with your audience but also provides social proof that your brand or cause is making an impact. Encourage your followers to share their experiences, and then use Stories and Reels to highlight those moments, driving engagement and authenticity. Remember, people relate to people.
Final Thoughts
Instagram continues to evolve as a platform, offering new features that help businesses and nonprofits connect with their audiences in meaningful ways. Whether you’re leveraging the expanded reach of Reels, driving donations through CTAs, or deepening relationships through collaborations, these updates provide powerful tools for growth.
By focusing on the most impactful features, you can enhance your Instagram strategy and achieve greater success—whether that’s through increased sales, donations, or community engagement.
2025 is your YEAR!