Kalum Wilson
Kalum Wilson

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

12 Instagram Marketing Trends to Watch in 2023

With over 2 billion active monthly users, Instagram has become one of the best marketing platforms for businesses of all sizes. The platform is continually evolving, so it’s crucial for marketers to stay up-to-date with the latest trends and strategies to maintain a competitive edge. As an Instagram Marketing Agency, we work with a huge variety of businesses to create trend-driven strategies. In this article, we’ll share the latest trends in Instagram marketing and how businesses can leverage them to grow their brand.

Instagram Reels

Instagram Reels is a feature that allows users to create and share short-form video content of up to 90 seconds. This feature has become increasingly popular in recent months, and businesses can leverage it to produce engaging content that resonates with their audience. 

Using this kind of video content, brands can showcase their products and offer tutorials and behind-the-scenes looks that help build connections with their followers. In fact, studies have shown that audiences retain 95% of a message when they watch it in a video compared to 10% when reading it in text. This means that users are much more likely to remember your brand and move further down the purchasing funnel if you use video content.

Influencer Marketing

Influencer marketing is an effective strategy that involves partnering with influencers to promote a brand’s products or services. Instagram is the primary platform for influencer marketing, and businesses are increasingly leveraging this strategy to reach their target audience. Partnering with the right influencers can help businesses increase their brand awareness, reach new customers, and drive sales.

Instagram Stories

Instagram Stories is another feature that has become increasingly popular among users. This feature allows users to share photos and videos that disappear after 24 hours. 

Businesses can leverage Instagram Stories to share behind-the-scenes looks, showcase new products, and provide exclusive offers to their followers. Additionally, businesses can use Instagram Stories to interact with their followers through polls, questions, and quizzes.

User-Generated Content

User-generated content is an excellent way for businesses to build trust and credibility with their audience. This strategy involves sharing content that has been created by their followers, such as product reviews, testimonials, and photos of their products in use. By sharing user-generated content, businesses can demonstrate the value of their products and show that they care about their customers.

Instagram Shopping

Instagram Shopping is a feature that allows businesses to tag products in their posts and stories, making it easy for users to purchase products directly from the platform. This feature has become increasingly popular among businesses, as it offers a seamless shopping experience for users, increasing the chances of converting followers into customers.


Micro-influencers are influencers with a smaller following but a highly engaged audience. Businesses are increasingly partnering with micro-influencers as part of their social media marketing strategy to reach their target audience in a more authentic and personalised way.

Micro-influencers can help businesses build trust with their audience and reach new customers that are more likely to convert. Micro-influencers are also usually cheaper to work with, so you can work with a more diverse range of micro-influencers for the same cost as one larger influencer.

Virtual Events

Virtual events have become increasingly popular since the COVID-19 pandemic, and Instagram has become a platform for hosting these events. Brands can host virtual events, such as product launches, webinars, and workshops, to connect with their audience and build a community around their brand.

Live Streaming

Live streaming is a feature that allows users to broadcast live videos to their followers. This feature has become increasingly popular in recent years, and businesses can leverage it to interact with their audience in real-time. 

Brands can use live streaming to showcase their products, host Q&A sessions, and provide exclusive behind-the-scenes looks. Live streams can then be shared on the feed or with your customer community to provide ongoing content.

Brand Collaborations

Collaborating with other brands can help businesses reach a broader audience and increase their brand awareness. Instagram is a popular platform for brand collaborations, and businesses can partner with other brands to create co-branded content, host joint events, and offer exclusive deals to their followers.

Authentic Content

Authenticity has become increasingly important in Instagram marketing, with users seeking out content that feels genuine and relatable. Businesses can leverage this trend by sharing authentic content that showcases their brand’s personality and values. This can help companies to build a connection with their audience and foster long-term loyalty.


Sustainability has become a hot topic in recent years, and businesses are increasingly leveraging this trend in their marketing efforts. 

Brands can showcase their commitment to sustainability by sharing their eco-friendly practices, promoting sustainable products, and engaging in environmental activism.


Personalisation is an effective content marketing strategy that involves tailoring content to individual users based on their preferences, interests, and behaviour. Businesses can leverage this trend by creating personalised content that resonates with their audiences, such as targeted ads, personalised product recommendations, and customised messages.

By creating authentic and engaging content that resonates with their audience, businesses can establish themselves as leaders in their industry and foster long-term customer loyalty.

To Conclude...

Instagram marketing is a constantly evolving landscape, and it’s crucial for businesses to stay up-to-date with the latest trends and strategies. However, not every trend will feel relevant to your business, so it’s all about finding the right strategy for you that is influenced by the current trends.

By leveraging these trends, you can increase your brand awareness, reach new customers, and drive sales through this popular platform. If you’re brimming with ideas but need some help with the execution, you can get in touch or find out more about our social media management services!