When it comes to marketing on Instagram, most brands are already using the usual suspects—Stories, Reels, and grid posts. But Instagram is constantly evolving, and beneath the surface are lesser-known tools with powerful potential. If you're looking to maximize engagement, build community, and drive brand performance, it’s time to explore some of Instagram’s hidden gems. Here are 3 underrated Instagram features to help elevate your brand’s reach and community building in 2025.
If you're not using Instagram's Broadcast Channels, you're missing out on a direct line to your most engaged followers.
Broadcast Channels are a one-to-many messaging feature that allows creators and brands to send text updates, polls, voice notes, and behind-the-scenes content to followers who opt in. Think of it as a private newsletter, except it lives on Instagram and thrives on real-time interaction.
Use Broadcast Channels for product drops, live event reminders, and exclusive tips. It’s a no-algorithm zone—just pure, unfiltered brand-to-fan communication.
This one is still in testing, but if you want to stay ahead of the curve, Unlockable Reels are worth watching and planning for.
Instagram’s new lockable Reels allow creators to hide content behind a secret code. Only users who know the code can unlock and view the Reel—creating an “IYKYK” moment with built-in exclusivity.
Before this rolls out widely, start building your private communities and email lists. When live, offer access codes to VIP customers, regional fans, or newsletter subscribers.
When Instagram launched Close Friends in 2018, it was meant for party invites, outfit checks, and private rants. Fast-forward to 2025, and brands are using it to create VIP experiences that drive engagement, loyalty, and conversion—all without cluttering the main feed.
Close Friends allows you to share Instagram Stories with a hand-picked audience. Originally a personal feature, it’s now a powerful brand tool for private content, early access drops, exclusive discounts, and community-building.
Use Close Friends for:
Close Friends is your brand’s secret menu, offering intimate, algorithm-proof storytelling that strengthens bonds with your audience.
Want to create an unbeatable Instagram strategy? Here’s how these tools work together:
This layered approach builds excitement, deepens engagement, and keeps your audience coming back for more.
By tapping into these underutilized features—Broadcast Channels, Guides, and Close Friends—you can unlock new ways to engage your audience, increase visibility, and build brand love. Good luck!
Want to work with an agency that strategizes and deploys these new Instagram features for you? Contact us today.
