November 2025
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
What Is The New Maps Feature On Instagram?
Instagram has officially rolled out its Maps feature globally in November 2025.
The update adds a new layer of discovery and interaction, giving users the ability to share their live location with friends and explore posts, stories and reels based on place.
It’s part of Instagram’s wider push to make the app more local, social and in-the-moment.
How It Works
The Maps feature now appears within the Direct Messages tab as a small map icon. (malwarebytes.com)
It enables two key functions:
Location sharing: You can choose to show your most recent location to selected friends. This setting is completely optional and off by default. (lifewire.com)
Location-based discovery: You can browse content that has been tagged at specific places, from restaurants and venues to trending travel spots. (lifewire.com)
When you first open the map, Instagram asks for permission to use your location and lets you define who can see it. Options include Friends, Close Friends, a custom list or no one at all. (malwarebytes.com)
Instagram has added new prompts to make location use more transparent, including alerts when your location is visible and reminders explaining how tagged content appears on the map. (techcrunch.com)
Importantly, tagging a location in a post or Story does not share your live location. That functionality is opt-in only. (people.com)
Why It Matters
For users, Maps changes how you explore and connect. It allows you to see what’s happening around you, check out nearby venues and plan meet-ups in real time.
For creators and brands, it opens up new visibility opportunities. If your venue or business is tagged in user posts, that content can now appear on the map, putting you in front of people searching or scrolling in your area. It turns the act of tagging into a discovery tool.
Privacy and Control
Concerns around privacy have been central to the rollout. Several watchdogs have warned that location features can be risky for younger audiences if not managed carefully. (nypost.com)
Instagram has responded with clear visual cues and stronger permission options. Users can now easily check whether their live location is on and who can see it. Still, it’s good practice to review your settings regularly and make sure sharing aligns with how you use the app. (techcrunch.com)
What It Means for Brands and Venues
For hospitality, retail and lifestyle brands, the new Maps feature can drive meaningful local reach.
Encourage guests or customers to tag your venue in their posts so you appear in the discovery map.
Check that your business location is accurate and consistent across your account.
Use the feature in your social calendar, for example with Stories that say “Find us on the map” or “See what’s happening nearby.”
It also adds a layer of authenticity to user-generated content. People exploring an area can see genuine posts from your space, creating a direct link between discovery and visit.
The Takeaway
Instagram’s Maps update blends social connection with local discovery. It’s an opportunity for users to explore and for brands to be found, provided privacy and consent are respected. For marketers, it reinforces the importance of geo-tagging, local visibility and authentic content. When used thoughtfully, Maps can help position your brand within the everyday movement of your audience — visible, discoverable and part of the conversation.