The Instagram Trends Property Brands Need to Know in 2025

We’re halfway through 2025, and once again Instagram has shifted its strategy — dramatically. With new features dropping every few weeks and big updates to how content is displayed, it's more important than ever to stay ahead of the curve, especially if you're managing an account in a visual industry like property.

Whether you're a social media manager, property developer, or marketing agency, here's what you need to know to keep your Instagram strategy sharp for the rest of the year.

2025 Instagram Features You Should Already Be Using

Trial Reels: Test Before You Commit

Instagram’s new Trial Reels feature allows you to test Reels with non-followers before publishing them to your main audience. For property brands, this is a golden opportunity to A/B test property tours, community highlights, or lifestyle-led edits without risking your engagement rate.

Tip: Use Trial Reels to experiment with tone of voice, music, transitions, or even presenters for your content.

Vertical Grid Layout

Say goodbye to the classic square grid. Instagram is rolling out a vertical feed-style profile layout, which means portrait images (especially 4:5 and 3:4 ratios) now get more real estate — literally.

If your property photos have traditionally leaned on landscape, now’s the time to think creatively about angles, vignettes, and architectural details that shine in a vertical frame.

Carousel Changes (Twice!)

The carousel format has evolved twice this year — from 4:5 to 3:4 — allowing your posts to take up more screen space and drive higher engagement. This is ideal for step-by-step design reveals, floorplans, or walkthroughs of show homes.

Instagram Edits App

Instagram’s new native editing app, Edits, promises not to penalise you algorithmically compared to third-party apps. Plus, posts made with Edits show a “Made with Edits” badge — a subtle trust signal that may boost engagement.

Instagram content tip: For property teams managing multiple developments, Edits streamlines your workflow and keeps your brand aesthetic consistent.

2x Speed on Reels

This is a big win for property walkthroughs, renovation time-lapses, or explainer content. Viewers can now watch Reels at double speed, which means longer videos are more palatable and likely to be watched through to the end — a key metric for reach.

3-Minute Reels

Reels can now be up to 3 minutes long. Perfect for deeper storytelling — think buyer testimonials, in-depth property tours, or interviews with designers and architects.

Blends

Blends lets users merge Reels algorithms with a friend to create a personalised, shared feed. Since private shares (DMs) are still Instagram’s favourite type of engagement, creating shareable content is even more important.

Instagram Features Coming Soon (Worth Preparing For)

• Story Highlights Tab Highlights will soon get their own dedicated tab on your profile, making it easier to organise content by property type, development, or lifestyle theme.

• In-Channel Photo Contests A great opportunity for property brands to encourage user-generated content (UGC), run “my home at X development” contests, or invite community stories.

• Commenting on Carousel Slides Soon, users will be able to mention specific slides when commenting. Great for prompting engagement like: “Slide 3’s garden view is the dream 🌳 Which room would you pick?”

• Business Chat Transparency DMs with brands will include a “Business Chat” label — increasing trust and making it easier to identify official conversations.

Content Trends for 2025 (Especially for Property)

Goodbye Minimal Millennial, Hello Bold & Warm

That beige, whitespace-heavy aesthetic? It's fading. The rise of amateur editors, AI-powered tools, and visual overload means standing out now requires colour, contrast, and creativity. Warmer filters and lived-in vibes are taking over.

Hook Shifts: From “You” to “I”

For years, the golden rule was “write to your audience.” But now? Audiences are responding more to personal narrative. Even brands are embracing the “I” — using real case studies, behind-the-scenes moments, and storytelling over instruction.

Example:

• Instead of: “You’ll love this new kitchen”

• Try: “I didn’t think I’d love a white kitchen… until I saw this one.”

Why This Matters for Property Brands

In a competitive, high-investment industry like property, Instagram management isn’t just about pretty pictures. It’s about visibility, trust, and connection.

Here’s how to apply these 2025 Instagram trends to your property content:

• Use Trial Reels to test different content formats (e.g., quiet walkthrough vs. voiceover).

• Create vertical-first content for your grid, and prioritise portrait in your shoot planning.

• Leverage Blends and DM shareability by making content that makes people say, “you have to see this place!”

• Shift towards storytelling with homeowners, architects, or team members to deepen emotional resonance.

Final Thoughts: 2025 Is the Year for Bold, Strategic Content

Instagram is evolving fast — and the brands that win will be the ones who adapt just as quickly. Whether you’re managing multiple developments or growing a local following for one show home, use these updates to rethink your Instagram strategy.

Need help with Instagram management for your property brand?
We help property companies grow audiences, increase engagement, and turn views into viewings. Get in touch today to see how we can help.