Instagram NEWS: What Vancouver Businesses Need to Know (May–June 2025)
If you’re sleeping through the NEWS - we’re here for you.
There’s been some fresh Instagram news lately, so we thought we’d break it down in a quick blog post. From new creator bonuses to major shifts in how users are sharing content, Instagram’s updates in May and June 2025 reflect a clear pivot toward private engagement, smarter tools, and more authentic interactions. Here we go.
Instagram’s New $20K Creator Referral Program
Instagram has quietly launched a new invite-only referral program, offering creators up to $20,000 for driving new users to the app from outside platforms like TikTok, YouTube, and Substack. The program runs through June and is part of Instagram’s continued push to win back creator loyalty in a highly competitive space. Earlier this year, Instagram also began offering substantial bonuses for exclusive content uploads, with some creators reportedly earning $2,500 to $50,000 per month. While this may not directly affect small businesses, it signals Instagram’s growing focus on incentivizing quality content that brings users onto the app.
Shift Toward Private Sharing
Instagram head Adam Mosseri recently confirmed a major shift in how people use the platform: there’s now more private sharing happening than public posting. That means users are increasingly engaging through direct messages, Stories, and close friends lists rather than public Reels and grid posts. For businesses, this shift is a big one—creating shareable content that encourages reactions and DMs can help you stay relevant in how people are actually using Instagram today.
Enhanced Video Editing with the 'Edits' App
Instagram has upgraded its native editing tools by expanding its ‘Edits’ app. You can now apply changes across multiple video clips at once, choose from 125 new fonts, and experiment with 15 unique voiceover effects. These changes make video content creation quicker and more creative—even if you're a small team without a full-time editor. For Vancouver businesses looking to build Reels consistently, this tool can help keep things polished without spending hours on each video.
Improved Direct Message Privacy
A new feature called “Lock and Hide Chat” is rolling out, allowing users to create hidden conversations within their DMs. These chats can be secured with passcodes or biometric locks. As privacy features become more central to the user experience, businesses should respect the space people want to keep private—and focus on building trust in public interactions and more personalized communication in DMs.
AI-Powered Captions and Translations
Instagram has introduced auto-generated captions powered by AI, along with real-time translation features for captions and comments. This is a game-changer for accessibility and global reach. Even for local businesses in Vancouver, having clear, readable captions and making content more inclusive can help attract new customers and improve engagement. If you need help making your posts more accessible and engaging, reach out to Campfire Media.
Algorithm Emphasizes Authentic Engagement
The algorithm continues to prioritize content that fosters real, human interaction. That means likes alone aren’t enough—posts that generate shares, comments, saves, and meaningful replies are far more likely to be seen. The takeaway: don’t just post to post. Share ideas, ask questions, tell stories, and create Instagram content that encourages people to engage in a real way.
Final Thoughts
Instagram’s latest updates show a clear shift toward authenticity, private sharing, and creator-friendly tools. For Vancouver-based businesses, adapting to these changes doesn’t have to be complicated. Focus on building real relationships, using simple video tools, and staying aware of how your audience prefers to engage today. Summer is a great time to test new formats and strengthen your presence before the busier fall season.
Need Assistance?
At Campfire Media, we help local businesses keep up with the platforms they rely on. Whether you need content, strategy, or hands-on management, we’ve got you covered. Reach out via our site or DM us on Instagram @wearecampfiremedia to chat.
Campfire Media is a Vancouver-based digital marketing agency that specializes in social media management, photography, video production, graphic design, website design, and more. If you’re looking to take your business to the next level, we’re currently offering some amazing promos! Check out our prices page for more details, and feel free to message us through our contact page to get started. We’d love to work with you and help elevate your brand.