Something you should always pay attention to is the latest marketing trends.
It’s important to remember what campaigns consumers enjoyed, what worked, what didn’t, and what to expect in the future on all platforms where your products are advertised and promoted.
With 1 billion active users around the world, Instagram is likely to be on that list of platforms. Therefore, you are surely wondering how to know what the Instagram trends are to properly take advantage of them for your Instagram marketing in 2021.
In this article, we’ll cover the trends on Instagram now that 2021 is approaching. That way, you’ll be equipped with all the information you need to best modify, adjust, and plan your strategy for the most popular social network of the moment.
Let’s go for it!
Instagram stories: the backbone of influencer marketing
The first Instagram trend has to do with Instagram stories or Instagram Stories.
It’s an item that was launched just four years ago but it didn’t take long to establish itself as one of the top Instagram trends and won the hearts of Instagram users around the world.
Today, it is considered not only one of the most popular features of the platform, but also one of the best products of Facebook, its parent company.
Stories have become a particularly key aspect of influencer marketing, with nearly eight in ten (78%) brands saying that Instagram Stories have had a massive impact on influencers’ content on their brand ( Tribe Dynamics, 2020).
In fact, it’s an extremely popular tool among influencers: up to 88% of them say they post content to stories regularly.
In the future, everything points to an increasing use of Stories so we can safely say that it is one of the most popular Instagram trends for 2021: 63% of Instagram influencers started using Stories “with a lot of more often “last year.
Increase in the use of Reels on Instagram
Instagram Reels allow users to create and edit short 15-second videos was launched in August 2020 and is available in 50 countries (Influencer Marketing Hub, 2020).
Since its introduction, it has been called by many different names, including “Facebook’s TikTok rival” and “TikTok’s clone.”
Given the impressive growth of TikTok and Reels’ similarities to it, it won’t be a surprise if Reels is gaining popularity. The launch of Reels also coincides with a difficult period for TikTok, which may make it one of the biggest Instagram trends to watch out for in 2021.
About a month before Reels launched, India banned TikTok. This likely led Indian TikTokers to look for an alternative and Reels is just that. Statistics show that the average time Indian users spend on Instagram has grown by 3.5% since Reels was launched.
With TikTok now under threat in the US there is a high probability that Instagram Reels will be among the top Instagram trends of 2021.
Instagram Live is consolidated
One of the fastest growing Instagram trends in recent months has been Instagram Live.
As countries around the world took measures to restrict movement or quarantines began to be implemented to stop the spread of the coronavirus, people turned to digital channels to connect socially. At the peak of the pandemic in April, use of Instagram Live soared 70% in just one month (Business Insider, 2020).
Analysts attribute this to the fact that humans are not programmed to remain isolated for long periods of time and we turn to social media tools to satisfy our need for social interaction.
As we enter 2021, the COVID-19 situation does not appear to be much closer to being fixed. With this information, it is not crazy to think that Instagram direct will continue to be a trend on Instagram for the next year.
Purchases within the Instagram app are on the rise
With the growing popularity of online shopping pages and taking into account the number of Instagram users, one of the main Instagram trends to watch out for in 2021 is consumers shopping on Instagram.
Although Instagram may not be the first place we think of to shop online, there is no denying that there are commercial opportunities on Instagram: 36% of Instagram users in the United States say they consider shopping a “hobby.”
Being aware of this, Instagram is constantly rolling out new features to meet the needs of consumers at different stages of the sales funnel.
Currently, 70% of shoppers use Instagram to discover products (Facebook, 2019). There are also 130 million monthly users who research and discover more about the products by tapping on the sales posts.
With shoppers spending more and more time on Instagram, it won’t come as a surprise that in-app purchases will start to trend in 2021.
The Explore tab of Instagram
Part of Instagram’s efforts to keep users engaged as they browse has been through its Explore page. It is the platform’s way of showing new content to its users.
Who has not gone looking for something on Instagram and half an hour later has realized that they have seen many videos and publications without wanting to?
It is one of the best tools that the platform has to keep users using the app.
More than 50% of Instagram accounts use the Explore function at least once a month (Instagram, 2019). Instagram has devoted effort and resources to make it easier to use, including several redesigns and the addition of direct to facilitate navigation. It is more than likely that the time spent on Browse and the frequency of use will increase.
This will make it an extremely attractive channel through which companies can increase their reach and brand recognition. That is why we expect that the main Instagram trends in 2021 will include competition between brands for visibility on Instagram Explore to drive the engagement of their content on the platform.
Gifs, TikTok and Twitter are trending on Instagram
Instagram may have started out as a platform for photos, but that’s history.
When browsing Instagram today, you will see content very different from the content that brought Instagram to fame years ago.
That’s thanks to the multiplatform content formats that have broken into Instagram feeds. This content includes memes, videos similar to TikTok dance challenges, gifs, special effects, and much more.
To keep up with the growing popularity of content types and meet user demand, Instagram was quick to introduce new features that allow users to create similar content.
This type of content that is currently trending on Instagram will likely maintain its popularity in 2021. The recent purchase of Giphy by parent company Facebook and its plan to integrate it on Instagram is a clear sign of its plan not to allow the format is a limiting factor of the content of Instagram users.