What’s Changing on Instagram & TikTok Before 2026

Between new tools, Adam Mosseri sitting in that blooming chair to announce algorithm changes and the usual “is this feature still a thing?” chaos...there’s plenty to keep up with as we head into 2026.

Let’s keep it simple and run through what’s actually worth knowing as we head towards the last bit of Q4!

Instagram: leaning hard into AI (again)

Instagram is putting even more focus on recommended content - that’s the stuff you see from accounts you don’t follow. The idea is to keep you scrolling for longer (obviously), but it also means your reach isn’t just limited to your followers anymore.

If you want to land in those recommendation slots:

• Prioritise clear, engaging hooks in your captions and Reels.

• Try Trial Reels - they're really pushing these.

• Keep your visuals bright, human, and quick to grab attention.

• Don’t post and ghost - reply to comments and DMs. Engagement still feeds the algorithm and DM's are one of the strongest metrics for telling the algo that your content is worth showing to people.

  
  

A few other things to note:

• Carousels are back. They’re performing brilliantly again for reach and saves, so bring back your multi-image posts - tips, before-and-afters, client stories, all work well. Just keep your branding consistent please!

• Broadcast channels are now open to smaller creators and businesses. It’s basically like a one-way group chat for your most engaged followers - great for behind-the-scenes updates or early access news. It's never been a feature I or my clients have utilised or found any value in but... you might?

• Reel editing has improved massively. You can now add clips, transitions and text directly in the app without needing CapCut or third-party tools. Failing that - Try Edits, Instagram's own version of CapCut. Mosseri outright said that videos edited using Edits would get a little boost.

  
  

TikTok: longer videos and more selling tools

TikTok has become one of the strongest search platforms, so expect more focus on educational and storytelling content going into 2026.

Here’s what’s new and worth testing:

• 10-minute videos are being pushed more often. If you’ve got tutorials, product walkthroughs or advice-led content, this is your space. I personally love finding a longer video I can pop on, kind of like a podcast, while I'm doing boring jobs like washing up or hanging laundry.

• TikTok Shop continues to expand. If you sell products, get your catalogue linked before December. There’s also growing demand for live shopping, so it’s a good time to start practising your on-camera chat. Particularly at this time of year where everyone is looking for gift guides and recommendations.

• Hashtags are shifting. TikTok now ranks posts using keyword phrases in captions rather than just hashtags. For example, instead of “#smallbusinessuk”, try “small business tips that actually save time”. They've limited hashtags to just 5, so you physically can't add more than that. So be selective.

  
  

What you should actually do

You don’t need to change everything to keep up. But as we wrap up 2025, here’s where to focus:

• Post consistently - don’t vanish in December...I know you're busy - but both platforms reward steady activity.

• Mix Reels and carousels on Instagram; mix short clips and longer story-style TikToks to see what works.

• Keep it human. The best-performing content still looks and feels like it came from a real person, not a brand trying too hard. TikTok you can afford to be a lot less polished and off the cuff.

  
  

If you use December to experiment a little - test new formats, review what’s working - you’ll head into January with a clearer plan and an algorithm that actually remembers you exist.