Instagram has announced major updates to its platform as it celebrates its 15th anniversary, according to a blog post published today by Head of Instagram Adam Mosseri. The company introduces new tools and programs designed to alleviate the pressure associated with content creation.

The new “Drafts” program invests in emerging creative talent. The initiative provides financial support, networking opportunities, and collaboration resources to help bring creative projects to life. Initial partnerships include creators Sailorr, Tyrell Hampton, Young Emperors, and Jake Fleming.

Internal research cited in the blog post reveals that 40% of creators began posting reels more frequently after using the trial reels feature, which allows users to share content with non-followers first. Among those who increased posting frequency, 80% experienced greater reach from non-followers. The company states that this analysis is based on data from over 400,000 creators who were actively producing reels before and after adoption.

Instagram is also developing features that allow users to post content to profiles without broadcasting to feeds and to re-order grid posts. These changes aim to provide greater flexibility over content visibility and presentation.

Recent data from The Cirqle, analyzing 502,000 creators, indicates that Instagram maintains market leadership with 44% of influencer marketing budgets. The research projects Instagram influencer ad spend could exceed $12 billion in 2025, with increasing focus on Reels content.

Creative Tools and Partnerships

The platform continues to invest in its “Edits” video creation tool, recently adding a “restyle” feature that utilizes AI to modify a video’s appearance. Additional updates include a new font for Stories and Reels, designed in partnership with artist Rosalía, as well as Spotify integration that enables music sharing through Notes.

Instagram also announced partnerships with prominent creators, including Tyler, The Creator, Rosalía, Fred Again.., Nadia Lee Cohen, Cole Bennett, Clint 419, and Slawn within the “Anyway” program. These collaborations will showcase creative journeys through a series of films and experiences highlighting the platform’s mission.