Instagram Trend Report

5 Takeaways from the 2022 Instagram Trend Report

Last updated on: 2022


The 2022 Instagram Trend Report is here, just in time for the new year! This report takes an inside look at emerging trends through the lens of Gen Z in order to predict top trends for the upcoming year.

Here are five key takeaways for beauty brands!

Instagram Trend Report

Photo by Claudio Schwarz on Unsplash

 1. Know What’s Trending 

Staying in tune with current trends is key to creating relevant and engaging content. So, what does this look like for the beauty world? 

According to Instagram, audiences will continue to embrace makeup minimalism in 2022. This encompasses everything from “no makeup” makeup looks to the rise of skincare and clean beauty. At the same time, the report highlights how younger audiences are becoming more emboldened in their fashion and beauty choices. We are seeing more and more creativity and self-expression through the way people present themselves. 

To capitalize on these trends, consider how your brand can provide value to conversations surrounding natural beauty, self-care through skincare, creativity, and confidence. Keep in mind that trends are constantly evolving, and always be on the lookout for what’s new both in and outside of your industry.

2. Wear Your Values on Your Sleeve

Instagram makes it clear that Gen Z holds strong sustainability, social activism, and wellness values. An increased interest in clean beauty is just the tip of the iceberg — young people want to know that the products they are using are not only natural and safe to use but also good for the planet. Over the past year, this generation has become more engaged with social activism via social media. Likewise, we can note a deeper interest in emotional wellbeing and wellness practices. 

How does your brand reflect these values? Your audience wants to know. When communicating your values, transparency and authenticity are important. If you haven’t already, take steps to illustrate your brand’s values through genuine conversations on social media. 

3. Leverage In-App Shopping Tools

The internet has transformed the way people shop, and that has expanded to social media. In-app shopping has earned an entire page of its own in the 2022 Instagram Trend Report. Instagram states that over 25% of young people expect to shop using apps, while more than half keep up with their shopping interests on social media.

Earlier this year, head of Instagram Adam Mosseri shared that Instagram would shift its focus from photo content to creators, video, and shopping. If you’re active on Instagram, you’ve likely seen an increase in storefronts, product tags, and shopping-related ads within the platform. In-app shopping is on its way to being the new norm. If feasible for your brand, consider trying some existing and emerging social media shopping tools next year.

4. Influencer Marketing & Creator Collaborations

It’s no surprise that influencers and creators are slated to stay at the forefront of Instagram’s focus. Especially in recent years, we have watched social media personalities develop celebrity status and fame. Instagram’s report says it plain and simple, “4 out of 5 young people believe that social media and other online celebrities have more influence on culture than traditional celebrities.” 

Who are you collaborating with this year? When choosing creators and influencers to work with, remember that a high follower count does not guarantee success. Get to know creators, big and small, who authentically connect with your brand and speak to your niche. 

5. Harness the Power of Humor

Would this be a complete social media report without a nod to meme culture? When evaluating an increase in attention to memes (particularly about stocks and astrology), Instagram proposes that this content offers a certain amount of control and certainty that people value in uncertain times. Meme references plus other forms of humor can effectively humanize brands and engage audiences when used appropriately,

The key to creating humorous content that resonates well is understanding your audience. Ask yourself if and how humorous content makes sense for your brand to see if you might benefit from having a little more fun on social media throughout the year.

Are you feeling ready to take on the new year? Learn more about the 2022 Instagram Trend Report and read their full insights here

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