By Mohammad Owais
6 December 2025
Meta has just announced a slew of major updates to both the Instagram API and the Instagram Marketing API, featuring new metrics, publishing capabilities and collaboration tools that will fortify the ways in which developers, brands and marketing platforms manage Instagram activity.
This December release encompasses improvements across insights, publishing flexibility, and partner workflows, marking one of Instagram’s biggest API updates in recent months.
Five New Insights Metrics Added for Reels and Account Performance
It’s looking at expanding Instagram’s measurement capabilities with a new set of metrics that give marketers clearer visibility into content performance:
- Reels Skip Rate
Displays the percentage of viewers who skip a Reel within the very first 3 seconds-a powerful indicator of how good the hook is.
- Repost Count (Media Level)
Keeps track of how many times individual posts or Reels have been reposted, giving brands a better index for shareability.
- Repost Count (Account Level)
Provides a broader view of the repost activity on the whole Instagram account.
- Instagram Profile Visits (Marketing API)
Measures how often users visit a brand’s Instagram profile after interacting with an ad — aligned with Ads Manager reporting.
- Updated Views Metrics for Crossposted Reels
Two new view metrics were added for Reels shared to Facebook:
- crossposted_views: total Reel views across Instagram + Facebook
- facebook_views: number of views by only Facebook users
The updates help the advertisers in estimating cross-platform reach more realistically.
New Publishing Controls: Media Deletion & Trial Reels Support
This update also expands the capabilities of the Content Publishing API to give developers more flexibility in how media is managed.
IG Media Deleting API
Apps can now delete posts, Stories, or Reels from Instagram accounts that are connected to a Facebook Page. This lets partners and management tools have full control over content lifecycles.
Support for Trial Reels
Instagram now allows the ability to create Trial Reels, which can be used for testing and configuration for both Facebook Login and Instagram Login integrations. This is one of the major additions for teams running experiments or drafts via API.
Collaboration API: New Tools for Managing Co-Created Content
Meta continues building upon Instagram’s creator–brand ecosystem by adding two new API endpoints supporting the handling of collab invites:
Fetch Collabs API
Enables fetching a list of collaboration invites for posts, Reels, or Stories by business.
Accept Collabs API
Enables accounts to accept or decline collaboration invites directly through the API, automatically adding approved posts to the user’s feed.
These tools are supporting the growing demand for co-created content between brands and creators and allow for smoother collaboration workflows among big teams and platforms.
A Step Forward for Marketers and Tech Partners
New features amplify Instagram’s performance marketing and creator collaboration capabilities and provide teams with:
- richer analytics
- smoother publishing workflows
- Improved creator-brand coordination
- better cross-platform measurement
Meta says the updates are available now to developers using the Instagram API and Marketing API.
