Instagram Launches ‘Anyway’ Campaign and New Features to Empower Creators on 15th Anniversary

Instagram has launched its largest creator-focused campaign to date, called “Anyway,” to mark the platform’s 15th anniversary and reinforce its commitment to supporting creative expression. The campaign features well-known figures such as Tyler, The Creator, Rosalía, Cole Bennett, Nadia Lee Cohen, Clint 419, and Slawn, all of whom have built significant followings on Instagram by embracing creative risks and authenticity.

The “Anyway” campaign is designed to encourage users to overcome self-doubt and share their work, even if they feel uncertain or anxious about how it will be received. The campaign’s debut short film, starring Tyler, The Creator, shows him giving an unscripted pep talk to a young creator who is nervous about posting her art. Tyler’s advice: “You’ve got to be okay with looking crazy,” urging creators to put themselves first and take chances on their ideas.

Instagram’s head, Adam Mosseri, explained that the goal is for Instagram to be a place where people can conquer self-doubt and simply create, share, and act “anyway.” The campaign draws inspiration from research showing that many users, especially younger ones, experience anxiety and hesitation when it comes to sharing content online.

Accompanying the campaign, Instagram is rolling out several new features aimed at making content creation and sharing easier and more flexible. These include:

• The expansion of Trial Reels, allowing all users to test how their content performs with non-followers before publishing it widely.

• The ability to reorder photos and videos on user grids, giving creators more control over how their profiles appear.

• Music sharing to Notes, enabling users to add Spotify tracks to their status updates.

• Enhancements to the Edits video editing app, including a new AI-powered restyle feature for changing the look and feel of videos.

• The launch of Drafts, a program offering financial support, networking, and resources for emerging creators and artists at pivotal moments in their careers.

Instagram’s renewed focus on creators comes as the platform seeks to strengthen its role in the growing creator economy, especially as competitors like TikTok face regulatory uncertainty. By providing new tools, financial backing, and high-profile inspiration, Instagram aims to empower more users to take creative risks and share their stories with the world. The “Anyway” campaign will roll out globally across Reels, Stories, and other channels throughout the year, with additional activations planned to further support and celebrate creators.