AR filters? Hashtag challenges? Instagram is proving to be one of the most profitable social media spaces for businesses. Instagram’s evolution from a niche platform catering to thousand-something camera-slinging hipsters in the 2010s to a present-day social media beast—is extraordinary.

The platform has grown far beyond its reputation as a “young people” platform: universities, politicians, yoga teachers, models, fan pages, businesses and your grandparents are just a fraction of its staggering 1 billion active users around the globe. 

Regardless of your business’ niche and your location, you’ll always have clients on Instagram. Statista’s latest audience size survey shows that 30% of the US population are on the platform. 

What’s more—data shows that Instagram users are already following a business page. It also has a magnitude of daily visits that can rival its counterpart, Facebook, reaching 500+ million visits to the platform every day.　

If these findings make you want to rush over to Instagram and start posting, the chances of achieving success overnight are slim. Still, there is a sure-fire, logical way to earn the traffic, interactions, recognition and sales you dream of.

In this article, our friends from a leading New York web design company reveal the top Instagram marketing trends you need to keep an eye out for.  

1. Table of Contents

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   Trend #1: Authenticity and Micro-Influencers

Imperfections are in. Internet users seem to prefer unfiltered, #authentic content over the overly curated, flawless posts. This is brought about by Twitter and TikTok’s cultural impact in recent years, focusing on the relatable and “real.”

Users are significantly more inclined to engage with your work when they feel that you are a real person rather than a beautiful brand. This is why visually stunning brands on Instagram have little to no likes and barely any engagement versus a page with selfies and relatable memes and quotes.

Of course, you need to be guided by your brand’s identity and client personas, but with how easy it is to buy likes, followers, and even comments, people are getting better at spotting out what is “real.”

Here are a few ways to show your brand’s human side:

• Skip the DSLR camera and vlog with your phone instead 
• Create behind-the-scenes videos and snaps on your Instagram Stories
• Go live on Instagram to hang out with your audience

Users want brands to be #real. And brands connect with relatable influencers who don’t have thousands to millions of followers. They’re real people whose lives look like their own. These influencers are known as micro-influencers.

More reasons you should partner with micro-influencers: 

• Better engagement 

Their smaller follower base gives micro-influencers the ability to better interact with their audiences and thus, create meaningful connections. 

This means that users get to experience more of VIP treatment and foster a connection with the influencer.  

• Better believability 

Trust is key. Micro-influencers appear more reliable because their smaller following makes them feel more approachable. 

When bigger influencers post ads and collabs, people tend to see this as “part of their career” and become suspicious. 

However, when a micro-influencer posts an ad, it comes across as more personal—like a recommendation from a friend.  

1. Trend #2: Branded AR Filters

Snapchat took the world by storm when it enabled its users to dress up and entertain themselves through AR filters. Instagram quickly followed suit.

Businesses are quickly taking advantage of this technology because it enables potential customers to “experience” what they have to offer without ever having to leave home. 

Here is a taste of how Branded AR filters are a game-changer for your business:

• Beauty products/services

If you own a lash extension business, you can give your potential customers the exciting possibility of trying on a variety of lashes virtually. 

You can create different styles for different types of customers and give a preview of how each of your products would improve their look. Similar principles apply to make-up businesses by giving their potential customers a virtual makeover. 

For a tattoo business, this is a fantastic way to get those indecisive but interested in tattoos the final push once they see how your design looks like on their skin. 

• Home décor and interior design

AR can accommodate much more. Say your business offers bedroom wallpapers.  How about an AR version of your design that will enable users to see how your design looks like in their homes?  

• Food and beverage business

The number one reason why users use filters is that they’re fun! Try making an AR filter that puts your drink and a straw in the user’s mouth. It might even get them thirsty for a drink.

1. Trend #3: Instagram Reels

TikTok’s explosion teaches us many things about consumer behavior nowadays:

• People want to be entertained 
• People want to belong 
• People don’t have much time so keep it punchy and concise 

Despite TikTok being a relatively new platform, it’s almost impossible to scroll through your Facebook, Twitter, Instagram and even YouTube feed without crossing paths with a TikTok video or three. 

TikTok’s empowered small creators to create spontaneous content and grow their following quickly.  As a response, other social media platforms have rolled out their own version of micro-content, Instagram Reels being one of them.

However, the freshly rolled out Instagram Reels has an advantage over TikTok. Even though people share TikTok content, not everyone is willing to make a TikTok account and follow brands on TikTok.  

The platform has the reputation of being a juvenile place versus Instagram’s reputation as the more savvy, aesthetically-minded older cousin. 

Plus, Instagram users are more inclined to follow brands than users on any other platform. But what really makes Instagram the most viable platform for businesses is that users want to follow business pages. 

Here are a couple of examples of how you can use Instagram Reels as part of your marketing strategy:

• Repurpose old Stories and recreate them into Reels.
• Showcase your product highlights or tutorials
• Film a quick useful tip

1. Trend #4: Cause marketing

Besides going on social media to get entertained, people use social media to get involved with the causes they care about. Nowadays, social media is being used as a form of activism and a way to balance out its superficial aspects. 

As mentioned in Trend #1, users are favoring the real aspects of life and besides unfiltered selfies, this also means being real about actual issues happening in the world. 

With that in mind: No, it’s not enough to change your profile pic to black in solidarity with the #blacklivesmatter movement. People are craving accountability in their brands, a purpose other than profit. 

Cause marketing shouldn’t be treated as choosing a cause because it’s a great marketing strategy. Instead, cause marketing is about being guided ultimately by a cause.

People are more than willing to call out lip service and hypocrisy when they see it. This is a good time to see how your business can give back to society. Here are ways you can implement cause marketing to your business:

• Give the option of contributing to a charity
• Use sustainable materials and source local artisans
• Make content about a cause without referencing your product or service
• Post resources about the cause such as an Instagram Highlight       

• Trend #5: Instagram Challenges

Instagram, hashtags are no longer just used as a means of categorizing posts but a way for the community to interact.

Just like TikTok, Instagram challenges always cross over to other platforms. You may have seen (or even participated) in the #blackandwhitechallenge that everybody seemed to be doing last year with the caption “Challenge accepted!” 

However, in a business sense, brands have been making their own branded challenges for people to engage in and associate with their brand. 

Challenges can also act as funnels: educating your potential customers, instilling confidence in the brand, and giving them the trust to respond to your final call to action.  

Here are some examples of Instagram Challenges to spark new ideas for your business:

• Dated challenges

Dated challenges such as 7-day and 30-day challenges are a great way to guide potential customers throughout the conversion journey. This enables potential customers to learn about your products and services and eventually convert them into paying customers. 

For example, let’s say you are selling a course on your website. You can make a branded Instagram challenge for the first seven days of the course. This enlightens your potential customers about what to expect and if your course is right for them.

• Before and after challenges

This can be paired with micro-influencers using your products (for example, lipstick) to start the trend.

Seeing the influencers with their before and after the lipstick photos can encourage customers to buy the product and post under the hashtag, reinforcing your brand identity. 

[Source: Unsplash]

1. Wrap Up On Instagram Marketing Trends 

11 years later, Instagram shows no signs of stopping anytime soon. Instagram users themselves are changing: looking for authenticity and social consciousness with a seasoning of beauty and fun.

Here’s a recap of what we discussed in the article:

• Collaborate with micro-influencers for your brand. They come across as more trustworthy and have better engagement with their followers.
• Branded AR is not something you want to skip if you have the budget. They are an inventive way of helping potential customers remember your brand and even get a preview of the results you give. 
• Increase your brand influence with Reels. You can repurpose old stories to make catchy or even viral content. 
• Instagram users are also socially aware and are looking for that same social awareness with the brands they support. Therefore, supporting a cause should come hand-in-hand with what you do.
• Use Instagram Challenges as your conversion funnel. Challenges educate and give potential customers a taste of the full experience your product or service offers.