Instagram Platform Updates & Release Notes

New Media Engagement Fields

Applies to all versions.

Three new fields are now available on the IG Media endpoint for apps using Facebook Login, giving deeper insight into how content is being distributed:

• reposts_count — Number of times the media has been reposted by other users
• saved_count — Number of times the media has been saved
• shares_count — Number of times the media has been shared

Endpoint

• GET /{ig_media_id}?fields=reposts_count,saved_count,shares_count

Aggregated Metrics

Applies to all versions.

Introducing three new aggregated metrics that provide comprehensive engagement totals across all surfaces, including boosted media and Facebook crossposted content. These values match what users see in the Instagram Insights Dashboard and are available through both the IG Media and Insights endpoints:

• total_like_count / total_likes — Aggregated likes across Instagram, Facebook, and promoted media
• total_comments_count / total_comments — Aggregated comments across all surfaces
• total_views_count / total_views — Aggregated views across all surfaces (video media only)

Endpoints

• GET /{ig_media_id}?fields=total_like_count,total_comments_count,total_views_count
• GET /{ig_media_id}/insights?metric=total_likes,total_comments,total_views

Enhanced Views Metrics

Applies to all versions.

• facebook_views expansion: The facebook_views metric now supports Feed post, Reels, and Story media types, and coverage has expanded to include both crossposted plays and cross-app recommended plays.
• Cross-platform view_count: The view_count field now returns combined Instagram and Facebook views for crossposted video content when looking up another user's public media via the Business Discovery API.

Endpoints

• GET /{ig_media_id}/insights?metric=facebook_views
• GET /{ig_user_id}?fields=business_discovery.username({username}).media{view_count}

Collaborative Media API

Applies to all versions.

Introducing the Collaborative Media API on the IG User. The API lets your app retrieve all media where your app user is an accepted collaborator, making it easier to track and measure performance of collaborative content across partnerships.

Endpoints

• GET //collaborative_media — Fetch all collaborative media for the app user
• GET /?fields=collaborative_media_search.media_id() — Search for a specific collaborative media

Partnership Ads Label

Applies to all versions.

The Content Publishing API now supports adding the "Paid partnership" disclosure label at publish time, eliminating the need to manually add partnership labels after publishing. Two new parameters have been added to the create media endpoint:

• branded_content_sponsor_ids — Tag up to 2 brand partners by their Instagram user ID
• is_paid_partnership — Enable the "Paid partnership" label with or without naming specific brands

Endpoint

• POST //media with branded_content_sponsor_ids and is_paid_partnership parameters

See the updated post-level permissioning guidance for details on brand approval flows.

Like Media and Comments API

Applies to all versions.

Introducing the Like Media and Comments API on the IG User. The API lets your app like and unlike Instagram media and comments on behalf of your app users, enabling engagement workflows such as responding to comments on business posts or engaging with collaborative content.

Endpoints

• POST //likes with media_id={media_id} or comment_id={comment_id} — Like a Feed post, Reel, comment, or reply
• DELETE //likes with media_id={media_id} or comment_id={comment_id} — Unlike a Feed post, Reel, comment, or reply

The new instagram_manage_engagement permission is required. Stories and content from private accounts are not supported.

Creator Marketplace

Applies to all versions.

The Creator Marketplace API now includes several new capabilities for discovering and evaluating creators:

• Rate limit increase: Account-level rate limits for the Discovery API have increased from 240 to 1,000 queries per user per hour, enabling faster, higher-volume creator search.
• Profile picture URL: A new profile_picture_url field is available when querying creator profiles.
• Past partnership ads media: You can now query a creator's historical partnership ads media that the creator owns.
• New filters: Three new filtering options — follower growth (top growth in last 30 days), latest activity (recently posted creators), and device type (iOS/Android audience filtering).

See Creator Marketplace API documentation for more information.

Partnership Ads

Applies to all versions.

• Username filtering on ad permissions: The /{business-account-id}/branded_content_ad_permissions endpoint now supports filtering by creator_username, allowing you to search and retrieve ad permissions for a specific creator. See Account-Level Permissioning for more information.
• Ad code generation: Creators can now generate partnership ad codes through the API, enabling automated workflows for branded content authorization. See Ad Codes for more information.

Applies to all versions.

Introducing Accept/Decline Collaboration Invites in Instagram API with Facebook Login on the IG User. The API provides the following capabilites:

• Query all the IG Media(s) where the app user's Instagram user has been invited for collaboration
• Accept/Decline a collaboration invite using media_id of the tagged IG Media

Endpoints

• GET //collaboration_invites
• POST //collaboration_invites

instagram_basic permission is required to access these endpoints.