Instagram trends you should be engaging and aligning your content with in 2024.
5 minute read
Before we go into this, let's be clear - this isn't one size fits all. With that, the churn of trends nowadays on Instagram (thanks Tiktok) is fast. But, that doesn't mean diversifying your content for 2024 shouldn't be out of reach.
Instagram Trend Recap in 2023
De-influencing
It's the year we said NO to hard-selling content. In the last 10 years 'influencers' (now known as creators) have been feeding us with paid content, promoting products we don't need. However, as the cost of living hits the UK, and budgets tighten across the world, customers are beginning to notice the tell-tale signs of a promoted post and hard-sell.
Customers still want to discover product on social, but it's about WHY we want it, rather than WHEN. De-influencing has shifted the traditional format of paid partnership Ads, and has allowed creators to get creative, generating content that feels authentic not just for them, but also within the feed.
Community-led Content
Like de-influencing, the tough financial climate has meant meeting up with friends and socialising has become taxing. More users (specifically Gen Z) are opting to stay in, than go out. The lack of connection is creating a loneliness epidemic, with "Young people aged 16 to 24 feel more lonely than any other age group, including people aged 65 and over. Indeed, 73% of Gen-Z report feeling alone sometimes or always." (Forbes).
However, to mitigate this, users are using social to connect and meet like minded peers, joining communities and engaging in the conversation. Whether this is through 'hot-takes', following micro-groups (hello, Thrift CRAWLS), or sharing their own experiences through story-telling.
To support this, Instagram has also released multiple features to drive this community interaction, such as polls in comments, broadcasts, template sharing, IGS sharing and more.
Reels Mirrors Tiktok
Tiktok's growth continues to out shine other apps in 2023. Instagram, obviously has felt a little intimated, and with that has slowly enhanced it's in-app experience and capabilities of Reels. With this, Reels have been favoured and in turn has encouraged brands and creators to focus on creating content which is interactive, moving away from static.
We've also seen various updates such as Video turning to Reels only, Reels stickers, voiceovers, in-app editing features, template sharing, and more.
There's been no further updates scheduled for 2024 (so far), but all I can say is for now, make Reels the heart of your content strategy.
Instagram Hashtags to follow in 2024
That brings us to 2024. Trickling from last year, we're seeing previous trends involve into wider forces, shifting user behaviour and influencing what we buy and consume daily.
Responsible Consumption
From home decor, to fashion - thrifting is THE only way to shop. With users experimenting with their own personal style, they're also becoming more conscious of what their wearing and how you are sourcing it. Plus, cash is tight, so it's a question of 'how can I maximise this pay per wear?'.
What Instagram says:
"Gen Z are focusing on sustainable fashion goals in 2024. They are most likely to buy fewer new clothes, repeat outfits and shop locally" - Instagram 2024 Trend Report
Content to follow in 2024
#1 Buy Less New Clothes
#2 Repeating Outfits
#3 Shopping Local
#4 Thrifting and/or shopping secondhand online or IRL
#1 Modest Dressing
#2 Thrifting, Vintage, Heirloom
#3 Repeating outfits to be more sustainable
#4 Wearing clothes in unexpected ways
#5 DIY
Liberating Self
This year is all about you, boo! Users are focusing on themselves this year, whether it's through skincare (clean girl is still in the building), looking after your diet, or just sharing experiences and setting boundaries.
We see a surge in positive, uplifting content. Providing escapism across various interests and creators using the freedom to express themselves. With this, creating content is becoming more democratised, so if you've got something to share.
Another angle we've seen of this is users sharing their progress, backgrounds and achievements. Including house DIY, No Spending months, to working on themselves, it's time to document the journey and share it with the world.
What Instagram says:
"Next year is going to be defined as Gen Z’s growth era, with many honing in on self improvement and development for the year ahead." - Instagram 2024 Trend Report
Content to follow in 2024
#1 Self Improvement or Development
#2 Lucky
#3 Unapologetically Myself
#4 No Spend
Be the Main Character
Since Barbie in July, we have seen how movie fandoms can go further than the screen. Likewise, with Taylor's Eras and Beyonce's Renaissance, it's clear that we want to be in the centre of the moment.
Being a fan is no longer about attending to shows, listening to the album on release or being the first to see it. It's about sharing your experiences with the community, and buying into out-of-reality moment.
For 2024, we're only expecting to see the fandom trend to get bigger, allowing users to create content there and then, but also have their own take creatively, or by sharing what they love to their followers.
An example of this is the social buzz after the Saltburn release in late December. The critically acclaimed film has created millions of content, such as themed cocktails, clips, styling challenges, and also a candle reach millions of people from around the world.
What Instagram says:
"Gen Z’s knows what it means to be members of a fan army with 75% belonging to fandoms." - Instagram 2024 Trend Report
Content to follow in 2024
#1 TV show / anime / Movie
#2 Musicians
#3 Video games
Let's Wrap this Up!
Overall, this year is about community, and building that community to grow your business. Users are savvier, they can see through hard-sale, so take this opportunity to experiment, jump on the conversation and build that emotional connection with your customer. TL;DR, you make note of everything else coming in for 2024 over on Instagrams blog.
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