Instagram Trends 2023

Today, social media has become essential for businesses and influencers to connect with their target audience and grow their online presence. Among the various social media platforms available, Instagram has emerged as one of the most popular and vital. With over a billion active users and a highly engaged user base, Instagram provides an excellent opportunity for businesses and influencers to reach out to potential customers and followers.

Keeping up with the latest trends and ideas shaping the platform's marketing landscape is essential to stay relevant and competitive on Instagram. This article will explore eight important Instagram marketing trends and concepts likely to boost Instagram engagement for businesses in 2023. From user-generated content and influencer marketing to website integration, we will provide an overview of the trending Instagram ideas to dominate the platform in the coming years.

If you want to stay ahead of the curve and make the most of your Instagram marketing efforts, keep reading to discover the top most important Instagram trends you need to know in 2023.

Instagram Trends #1: User-Generated Content

User-Generated Content (UGC) is a powerful way to boost engagement and build brand credibility on Instagram. UGC refers to any content, such as photos, videos, and reviews, created by users and shared on social media platforms. Brands and influencers can encourage their followers to create and share UGC related to their products or services, which can help to create a sense of community and loyalty around their brand.

Benefits Of Using User-Generated Content On Instagram

Here are some reasons why using user-generated content on Instagram is a must for business today.

  • UGC is a great way to showcase the real-world use of your products or services, which can build trust and authenticity with your followers. It can be more effective than traditional advertising in building brand credibility.
  • Featuring User-Generated Content on your Instagram page can boost engagement and interaction with your followers. When followers see their content featured on your page, they are more likely to engage with your brand and share their experiences with others.
  • UGC can also help to create a sense of community and loyalty around your brand on Instagram. When followers see others sharing their experiences with your brand, they are likelier to feel connected to it and become loyal customers.

Businesses And Influencers Successfully Using UGC

A few case studies to understand how brands use UGC successfully.

  • Glossier, a beauty brand, has a dedicated hashtag (#Glossier) where customers can share photos of themselves using its products. Glossier frequently reposts the best submissions on its own Instagram page, which helps to build brand credibility and engagement.
  • GoPro, a camera brand, frequently reposts user-generated content on their Instagram page, featuring breathtaking photos and videos taken by their customers. It showcases their products' capabilities and builds a sense of community among their followers.
  • @Muradosmann, a popular travel influencer, is known for his signature "Follow Me To" photo series, where he and his wife pose with her hand outstretched, leading him to an exotic location. This series has become a viral sensation on Instagram and has helped to build a loyal following for the couple.

Tips To Create A Successful UGC Strategy

Here is how you can encourage followers to create and share their content for you using your products or services:

  • Create a branded hashtag that followers can use when posting about your brand. It helps track UGC and encourages followers to share their experiences with your brand on Instagram.
  • Offer incentives to encourage participation, such as reposting the best submissions or offering a prize. It can generate excitement and engagement around your UGC campaign.
  • Respond to and engage with followers who share their content. It helps to build a sense of community and encourages followers to continue sharing their experiences with your brand on Instagram.

Website template with social media connect
Image taken from Strikingly

Instagram Trends #2: Video Content

Video Content is another trending Instagram idea businesses and influencers should pay attention to in 2023. Video content has grown in popularity on Instagram in recent years, and this trend is likely to continue. A study by Forrester found that people spend 30% of their time on Instagram on Reels, which is in video form.

Types Of Video Content

Several types of video content are available on Instagram, including Reels, IGTV, Live, and Stories. Since each format offers unique advantages and can be used in different ways to engage with followers, they allow you to experiment with several Instagram ideas.

  • Reels. Short-form videos that are 15-30 seconds long and can be edited with music, effects, and filters.
  • IGTV. Longer-form videos can be up to 60 minutes long and are designed for more in-depth content.
  • Live. Real-time videos that allow for direct interaction with followers and can be used for Q&A sessions, behind-the-scenes glimpses, and more.
  • Stories. Short-form videos disappear after 24 hours and can be used to share behind-the-scenes content, teasers, and more.

Tips To Create Engaging Video Content

To create engaging video content on Instagram, businesses and influencers should consider the following tips:

  • Know your audience. Create content relevant to your target audience and speaks to their interests and needs.
  • Keep it short and sweet. Attention spans on Instagram are short, so getting your message across quickly and effectively is important.
  • Use eye-catching visuals. Ensure your videos are visually appealing and use eye-catching colors and imagery to grab viewers' attention.
  • Be authentic. Instagram users respond well to authentic and genuine content, so don't be afraid to show your personality and be yourself in your videos.
  • Include calls to action. Encourage viewers to engage with your content by including calls to action such as "like this video," "follow us for more," or "share with your friends."

Overall, video content is an essential trend on Instagram that businesses and influencers should take advantage of in 2023. By creating engaging and visually appealing videos using the various formats available on the platform, businesses and influencers can capture their audience's attention and build a more engaged following.

Instagram feed on Strikingly website
Image taken from Instagram

Instagram Trends #3: Influencer Marketing

Influencer Marketing is another important trend businesses should consider in 2023. Influencer marketing involves partnering with popular Instagram accounts to promote products or services to their followers.

Continued Importance Of Influencer Marketing On Instagram

Influencer marketing is a trend that has been growing over the years and is set to continue to be a powerful marketing strategy for businesses on Instagram in 2023. Collaborating with influencers can help businesses to reach a wider audience, build brand awareness, and increase engagement on their posts.

Tips For Identifying And Collaborating With Influencers In 2023

  • Define your target audience and find influencers who have followers that match your ideal customer profile.
  • Research the influencers' content, engagement rate, and audience demographics to ensure they fit your brand well.
  • Reach out to potential influencers with a personalized pitch that outlines the benefits of collaborating with your brand.
  • Set clear goals and expectations for the collaboration, and be open to negotiating terms and compensation with the influencer.

Successful Influencer Campaigns

  • Adidas collaborated with influencer @imjennim to promote their new running shoes. The influencer created an Instagram post featuring the shoes and shared her experience of wearing them for a run, resulting in high engagement and a boost in sales for Adidas.
  • H&M partnered with @lizzobeeating to promote their inclusive fashion line. The influencer shared a series of posts featuring the clothes and highlighted the brand's commitment to diversity and body positivity, resulting in increased brand awareness and positive sentiment toward H&M.

Image taken from Instagram

Instagram Trends #4: Interactive Content

Interactive content has become increasingly popular on Instagram as it offers a more engaging experience for followers. Here are some benefits of using interactive content on Instagram:

  • Increases engagement. Interactive content encourages followers to participate and engage with your brand, increasing likes, comments, shares and saves.
  • Provides valuable insights. By asking questions and gathering feedback through interactive content, you can gain insights into your audience's preferences and opinions.
  • Builds brand awareness. Interactive, shareable, entertaining content can help increase brand awareness and attract new followers.

Businesses And Influencers Successfully Using Interactive Content

  • @nyxcosmetics. The beauty brand uses Instagram polls to ask its followers which products they want to see next or vote on their favorite makeup looks.
  • @buzzfeedtasty. The food content creator uses Instagram quizzes to engage followers and test their knowledge of food-related topics.
  • @chrissyteigen. The celebrity influencer often hosts Q&A sessions on her Instagram stories, allowing her followers to ask her anything and keeping her engaged with her fans.

Tips To Create Effective Interactive Content

  • Know your audience. Create interactive content that resonates with your target audience and aligns with your brand's message.
  • Keep it simple. Don't overwhelm your followers with too many questions or options. Keep it simple and straightforward.
  • Offer value. Provide value to your followers through your interactive content, whether it's entertainment, education, or the opportunity to have their voices heard.

Incorporating interactive content into your Instagram strategy can help you stand out in a crowded market and drive engagement with your audience.

Instagram Trends #5: Instagram Shopping

Instagram has become a popular platform for e-commerce, and the rise of Instagram Shopping has made it even easier for businesses to sell their products directly on the platform. In this section, we'll look at this trend and how businesses can use it to boost engagement and sales.

Instagram Shopping Features And Benefits

  • Instagram Shopping allows businesses to tag their products in posts, making it easier for users to discover and purchase them.
  • Businesses can also create a shop section on their Instagram profile where users can browse and buy their products directly.
  • Instagram Shopping also offers features like product stickers for Stories and the ability to save products to a wishlist for a later purchase.

Tips For Setting Up And Using Instagram Shopping For Your Business

  • Ensure your business meets the eligibility criteria for Instagram Shopping.
  • Connect your Instagram account to a Facebook catalog and create product listings.
  • Tag your products in your posts and create a shop section on your profile.
  • Use Instagram Shopping features like product stickers and the Shop tab to promote your products and drive sales.
  • Monitor your sales and performance using Instagram Shopping analytics to optimize your strategy.

By taking advantage of Instagram Shopping, businesses can make it easier for users to discover and purchase their products, leading to increased engagement and sales.

ecommerce website template Strikingly
Image taken from Instagram

Instagram Trends #6: Niche Communities

Instagram's growing popularity has increased niche communities on the platform. These communities allow businesses and influencers to connect with like-minded individuals interested in their niche or industry.

Benefits Of Creating And Participating In Niche Communities

  • Build a loyal following of engaged followers with similar interests and values.
  • Increase brand awareness and credibility within your niche or industry.
  • Opportunities for collaboration and partnership with other businesses or influencers in your niche.

Examples Of Successful Niche Communities

  • @wearetravelgirls - A community of female travelers sharing their experiences and recommendations
  • @thegoodtrade - A community of sustainable and ethical fashion brands and consumers
  • @dogsofinstagram - A community of dog lovers sharing photos and stories of their furry friends

Tips For Identifying And Joining Relevant Niche Communities

  • Use hashtags to find posts related to your niche or industry
  • Explore the followers of accounts that are similar to your brand or niche
  • Participate in relevant conversations by commenting and engaging with other users in your niche or industry

Creating and participating in niche communities on Instagram can be a powerful way to connect with like-minded individuals and grow your audience. By engaging with and providing value to your niche community, you can increase brand awareness and establish yourself as a thought leader in your industry.

Instagram Trends #7: Transparency and Authenticity

In recent years, Instagram users have become more discerning about their content, placing a premium on transparency and authenticity. It means that businesses and influencers who are transparent and authentic in their content are more likely to attract and retain a loyal following.

Tips To Add Transparency & Authenticity To Your Content

  • Be honest. Don't be afraid to be honest with your audience about your successes, failures, and challenges. It can help you build trust and credibility.
  • Share behind-the-scenes content. Showing the behind-the-scenes of your business or personal life can help humanize you and your brand and make your content more relatable.
  • Use user-generated content. Incorporating UGC into your content can help show your audience that you value their opinions and experiences and can also help to build trust.
  • Avoid fake followers and engagement. Buying fake followers and engagement might give the impression of popularity, but it's not authentic and can ultimately hurt your brand's reputation.

Examples Of Successful Usage Of Transparency And Authenticity

  • @thegoodtrade - This ethical fashion and lifestyle brand uses its platform to share transparent information about sustainable fashion and ethical living, including its sourcing and supply chain.
  • @thebirdspapaya - Body positivity advocates Sarah Nicole Landry, aka The Birds Papaya, shares unfiltered and authentic stories about her body image journey, helping her audience to feel seen and understood.
  • @patagonia - Outdoor clothing brand Patagonia is known for its transparency about its sustainability practices and supply chain and its commitment to environmental activism.

Instagram Trends #8: Website Integration

In 2023, it's becoming increasingly important for businesses to integrate their Instagram presence with their website. It allows for a more cohesive brand experience and can drive more traffic and sales to your site. One popular website builder for integrating Instagram is Strikingly, which offers several useful features.

Strikingly Features

  • Easy integration. Strikingly makes connecting your Instagram account to your website easy, allowing you to display your feed, posts, and stories directly on your site.
  • Customizable templates. Strikingly offers a range of customizable templates specifically designed for Instagram integration, making creating a professional-looking website showcasing your Instagram content easy.
  • Mobile optimization. Strikingly's templates are optimized for mobile viewing, ensuring your Instagram content looks great on any device.
  • E-commerce integration. If you're using Instagram for e-commerce, Strikingly makes integrating your Instagram shop with your website easy, allowing customers to purchase directly from your site.

Tips To Use Strikingly To Enhance Your Instagram Presence

  • Use a consistent brand aesthetic. Ensure your website's design and layout align with your Instagram feed so visitors get a consistent brand experience across both platforms.
  • Highlight your best content. Use Strikingly's customizable templates to showcase your website's most popular or visually stunning Instagram content.
  • Include calls-to-action. Encourage visitors to follow your Instagram account, engage with your posts, and shop your products by including clear calls to action throughout your site.
  • Leverage analytics. Strikingly offers analytics tools that allow you to track website traffic, engagement, and sales, so you can optimize your Instagram strategy and improve your results over time.


In conclusion, staying up-to-date with Instagram trends is crucial for businesses looking to succeed on the platform. By incorporating the latest Instagram marketing trends, businesses can increase their visibility, engagement, and, ultimately, their revenue. From user-generated content and video marketing to influencer collaborations and niche communities, various Instagram ideas and trends exist to explore.

Embracing these trends can help businesses better connect with their audience and stand out in a crowded marketplace. As Instagram continues to evolve, it's important to stay informed about what Instagram trends are emerging and how to implement them effectively into your marketing strategy. We encourage businesses to try out these trends and stay up-to-date with future developments on the platform, so they can continue to see success on Instagram.