Instagram marks 15 years with a renewed focus on creators and creativity

Photo-sharing app Instagram is stepping up its support for creative expression as it celebrates its 15th anniversary, rolling out new tools and creator-focused initiatives.

In a blog post, Instagram head Adam Mosseri said the platform is “investing in creativity more this year than ever before,” with updates designed to make content creation more accessible, flexible and pressure-free — especially for emerging creators.

At the heart of the push is a new brand campaign spotlighting the creative journeys of high-profile names such as Tyler, The Creator, Rosalía, Fred Again, Nadia Lee Cohen, Cole Bennett, Clint 419 and Slawn, and celebrating the idea of the "creative chance."

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Meanwhile, as part of its long-term strategy, Instagram is also launching Drafts, a new initiative that supports emerging talent through funding, creative collaboration, and mentorship. Early partners include Sailorr, Tyrell Hampton, Young Emperors, and Jake Fleming.

The initiative is designed to help creators overcome early-stage barriers and bring their artistic ambitions to life.

On the design front, Instagram has teamed up with Spanish singer Rosalía to launch a new font for Stories and Reels, inspired by her handwriting.

Additionally, a key feature now available to all users is trial reels, which allows creators to share content with non-followers before deciding whether to publish it more broadly.

According to Instagram, the feature has helped creators feel more confident. Of the creators who tried it, 40% started posting reels more often, and of those, 80% saw an increase in reach from non-followers.

The platform is also continuing to invest in Edits, its in-app video editing tool. Based on creator feedback, new features such as the restyle tool, which uses AI to change the look and feel of a video, are being introduced to streamline mobile-first video production.

Moreover, the platform is introducing music-sharing features through Notes, allowing users to display what they’re listening to on Spotify as a new form of social connection.

In the post, Mosseri acknowledged that even after years of working on Instagram, he continues to learn from the experiences of creators and users worldwide. A recurring theme, he said, is the mix of excitement and apprehension many feel when sharing content publicly.

“We’re working to make Instagram a place where creators feel free to take more creative chances, break through whatever barrier holds them back and realise their ambitions,” he said.

The push to empower creators comes as Meta continues to build out tools for marketers. Most recently, the tech giant unveiled a suite of expanded advertising features to give brands greater control over campaign optimisation in an AI-driven ad landscape.

At the core of the update is a broader effort to let advertisers better align Meta’s AI systems with specific business outcomes, whether that’s increasing profitability, reducing customer churn, or driving high-value customer acquisition, according to the company.

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