At the beginning of the 2010s, Instagram was still more manageable: you could see what your friends were posting, liking or sharing. But with monetization after integration into the meta-universe, the platform developed rapidly. Algorithms took over and endless TikTok-style scrolling through viral content became the norm. In August 2025, however, Instagram introduced new features: Reposts, the Instagram Map and the Friends tab - with the aim of reversing this development. These innovations are a strategic response to changing user needs: a push for more authentic digital connections and more relevant content in the close social environment.
The Tumblr study "The State of Community - How Gen Z is Disrupting the Industry of Influence" shows that around 66% of Gen Z consider the basic principle of social media - connecting people with each other - to have failed. In addition, a general fatigue with mass curated feeds was identified, which underlines the desire for closer, trust-based interactions.
For influencer marketing managers, this is not just another platform update. It shows a fundamental shift in how engagement, content discovery and trust are created - especially with Gen Z and Gen Alpha at the forefront. And both continue to surf the Y2K wave: a trend that celebrates the early 2000s, as seen in the music industry or the boom of analog Polaroid cameras.
Below is a brief overview of the most important features. You can find more detailed information directly in Meta's official announcement.
These features promote the rediscovery of content via personal networks - a clear alternative to TikTok's algorithm.
Younger generations don't just consume content - they crave community. They prefer unfiltered authenticity over perfect staging and reward creators who are transparent and vulnerable. The success of the French app BeReal, which encourages users to post pictures from both the front and rear cameras, is evidence of this trend towards more authenticity.
The study by Mavely also points in the same direction: 34% of all respondents stated that they would probably or very probably trust gift recommendations from local or micro-influencers. Among Gen Z, the figure was as high as 58%, and 45% among millennials.
In addition, many users feel overwhelmed by algorithm-heavy feeds - they long for simpler, friend-based digital spaces. Nevertheless, Gen Z and millennials continue to use Instagram and TikTok to find out about local products and events. According to the Hootsuite blog, 67% of Gen Alpha and 54% of Gen Z/Millennials do so. So location is also becoming increasingly important in the social media context.
This means that the community counts. Whether through authentic creators, trusted circles or shared places, Gen Z and Gen Alpha are building smaller, deeper ecosystems. And brands need to follow suit.
Reposts are a simple way to increase visibility. When a reel is reposted, it gains reach and social proof at the same time. For creators, this means more visibility - for brands, it means that their message is spread more organically. The Friends tab also gives influencers more visibility within a user's contacts. Their content gets a natural boost from the engagement of their community through this type of recommendation.
At IROIN® by Stellar Tech, we recognize the importance of this change. Our Discovery already enables brands to find high-performing creators on all major platforms - not just Instagram - using a variety of filters (audience, KPIs, etc.). We are keeping a close eye on the new Instagram functions and are examining how we can support our customers even better in finding the right creators in future. In a world where reposts and friend-based discovery set the tone, engagement is becoming a map of influence more than ever.
Instagram Map is more than just a nice extra. It's a return to the "real" and addresses a deep need of the digital present: Connection beyond the screen. This opens up new opportunities for marketers:
Instagram's new features are more than clever updates - they are a return to the original promise of social networks: meaningful connection. As Gen Z and Alpha strive for more authenticity and Millennials wax nostalgic about friend-driven discovery, Meta lays the foundation for a more human engagement model.
For influencer marketers, this is both an opportunity and a challenge. It's no longer just about reach - it's about resonance. Brands and their content must become real experiences: online and offline!
With IROIN® by Stellar Tech, marketers have the right tools at their fingertips: from smart creator discovery to real-time performance insights. We enable our clients and partners to keep pace with change and ensure that their influencer marketing is still targeted, data-driven and effective tomorrow.