Jan 23, 2024

Instagram Marketing Trends to Watch in 2024

Leap years always tend to sneak upon us, just like, well the new year! This year, not only do we have a Presidential election but there is also the Summer Olympics in Paris. While both of these events tend to create havoc in their own right, they also tend to create havoc in the media space as well. Inventory becomes tighter and sometimes more expensive and well, quite frankly, they just create a lot of noise which takes away from getting a consumer’s attention.

So in order to break out or stand out, most platforms are hopping on the new trends and/or testing new products to unleash into the Marketplace. Let’s talk specifically about Instagram. They are a vital tool for most businesses and marketers. We’ve all seen the “Facebook is aging stats” and that they are losing relevance among Gen Z. Instagram, on the other hand, is the more hip way to reach the younger demographic of your consumer base.

To maintain a competitive edge, we here at Cordelia Labs stay up-to-date with the new Trends to help you stay relevant and stand out from the crowd and noise.

Below are 6 Trends from Instagram we are following and testing in 2024;

  1. Video content, particularly short-form videos like Reels and long-form content through IGTV, is expected to dominate Instagram in 2024.
  2. Augmented Reality filters and effects on Instagram are expected to continue to be popular in 2024, with brands using them for branding, promotions, interactive content, and gamification.
  3. Ephemeral content, such as Instagram Stories, will continue to be a key strategy for engaging and retaining audiences in 2024 due to its temporary nature, versatility, and ability to foster a personal and authentic connection with followers.
  4. Personalized Content and AI will continue to evolve, allowing brands to curate content on a highly individualized level and gain valuable insights into audience behaviors, preferences, and trends.
  5. Sustainability and social responsibility are becoming important aspects of Instagram marketing, with more content highlighting eco-friendly initiatives and corporate responsibility.
  6. Lastly, the focus in 2024 is expected to shift towards Micro and Nano Influencers, who offer a more personalized approach to Instagram marketing and can provide highly targeted access to specific demographics or market segments.

Video Dominance

Video content on Instagram is not a new trend, but its dominance is expected to grow in 2024. Short-form videos, such as Reels, and long-form content through IGTV, have become immensely popular. Marketers will need to invest in video production and storytelling skills to create engaging and shareable content.

One of the major driving forces behind video dominance on Instagram is the exponential rise of short-form videos, particularly through the introduction of Reels. Reels, Instagram’s answer to the growing popularity of TikTok, allows users and brands to create engaging, bite-sized video content. With features like music, effects, and editing tools, Reels has become a versatile tool for marketers. In 2024, we can expect brands to invest more in Reels, creating entertaining and informative content to capture the attention of their audience in just a matter of seconds.

In addition to short-form video, long-form content on Instagram TV (IGTV) is another avenue for video marketing. While IGTV was introduced earlier, it’s now gaining more traction as brands experiment with longer, in-depth content. IGTV is suitable for tutorials, product demonstrations, and storytelling. As the competition for user attention intensifies, businesses that can craft engaging, high-quality long-form videos on IGTV will have a strategic advantage in 2024.

Instagram Stories, consisting primarily of image and video content, are expected to remain a dominant feature in 2024. The ephemeral nature of Stories, which disappear after 24 hours, fosters a sense of urgency and keeps audiences engaged. Marketers can leverage this feature to offer daily updates, exclusive content, and behind-the-scenes looks. The integration of short videos within Stories provides a seamless way to engage users without interrupting their browsing experience.

Augmented Reality (AR) Filters and Effects

Instagram’s AR filters and effects have been a hit, and the trend is likely to continue in 2024. Marketers can utilize AR filters for branding, promotions, and interactive content. With augmented reality, users can interact with products and services in a fun and engaging manner, leading to increased brand engagement and awareness.

These digital overlays and enhancements, which allow users to alter their images and videos in real-time, have become a staple of the platform’s experience. Marketers are finding innovative ways to utilize AR to engage, entertain, and interact with their audience. Here’s a closer look at the expanding role of AR filters and effects:

One of the prominent applications of AR filters is brand customization. Brands can create their own unique filters that users can apply to their content. These branded filters serve a dual purpose: they increase brand visibility and offer users a fun, interactive experience. In 2024, expect to see more businesses designing AR filters that align with their products or services, making them instantly recognizable and shareable among Instagram users.

Gamification is a powerful engagement strategy, and AR filters are at the forefront of this trend. Brands are creating interactive games and challenges using AR effects. These games can be used for product promotions, contests, or simply for entertainment. Gamified filters increase user interaction and the time spent engaging with the brand, ultimately deepening the connection.

In the realm of e-commerce, AR filters are revolutionizing the customer shopping experience. Users can virtually try on products, such as makeup, accessories, or clothing, using augmented reality filters. This trend is particularly prominent in the beauty and fashion industry, where customers can see how products will look on them before making a purchase decision. The ability to “try before you buy” is expected to gain even more traction in 2024, improving customer confidence and reducing returns.

AR filters and effects can enhance the storytelling capabilities of brands. Marketers can use these features to create immersive narratives. By interacting with filters, users can become part of a story, driving engagement and making the content more memorable. This storytelling approach is a way to stand out in an increasingly competitive digital landscape.

Augmented reality is not only about entertainment; it can also be a valuable educational tool. In 2024, more brands are likely to leverage AR filters for informative and tutorial content. For example, cosmetic brands can use AR to provide makeup application tutorials, and DIY brands can offer step-by-step guides for various projects. This educational content adds value to the user’s experience and positions the brand as an expert.

Promotions and events are ideal opportunities to incorporate AR filters. Brands can create special filters for events, product launches, or holidays. Users can then use these filters to engage with the event or promotion and share their experiences with their followers. This is a way to create buzz and increase the reach of your marketing efforts.

The integration of Augmented Reality (AR) filters and effects into Instagram marketing strategies in 2024 represents a highly dynamic and creative avenue for brands to connect with their audiences. From brand customization and gamification to educational content and event promotions, AR filters offer a multifaceted approach to engaging users, enhancing brand recognition, and providing unique, value-added experiences. To stay competitive, brands must harness the imaginative possibilities that AR filters and effects bring to Instagram marketing.

Ephemeral Content

Ephemeral content has emerged as a dynamic and influential trend in the ever-evolving landscape of social media marketing. This type of content, most notably embodied by Instagram Stories, is characterized by its short-lived nature, typically lasting for just 24 hours. In 2024, ephemeral content will continue to be a key strategy for engaging and retaining audiences on Instagram. Its temporary nature creates a sense of urgency, encouraging users to check in frequently to avoid missing out on updates, exclusive offers, or behind-the-scenes glimpses. Brands can utilize Stories to share in-the-moment updates, humanize their image, and offer candid insights into their operations. This ephemeral approach cultivates a more personal and authentic connection with followers, as it feels unscripted and unfiltered, in contrast to the carefully curated feed content. As the competition for user attention intensifies, businesses will increasingly leverage Stories and other ephemeral content to captivate and foster a sense of community with their audience.

One notable advantage of ephemeral content is its versatility. Brands can use Instagram Stories to share a variety of content formats, including images, short videos, boomerangs, polls, and even live streaming. This adaptability allows for creative storytelling and the presentation of diverse content, from product launches and tutorials to customer testimonials and quick updates. Moreover, the interactive elements, such as polls and Q&A features, foster user engagement and feedback, making it an excellent tool for market research and gauging audience preferences. The format’s ephemeral nature also alleviates concerns about overposting and cluttering followers’ feeds, providing a dedicated space for more frequent and casual content sharing. In essence, ephemeral content on Instagram provides a unique opportunity for brands to connect with their audience on a personal level, foster engagement, and adapt to the ever-changing dynamics of digital marketing in 2024.

Personalized Content and AI

In 2024, Personalized Content and AI will continue to evolve, enabling brands to curate content that resonates with their target audience on a highly individualized level. This trend has several key facets:

  1. Data-Driven Insights: AI algorithms analyze vast datasets, tracking user behaviors, interactions, and preferences on the platform. By harnessing this data, marketers gain profound insights into their audience. AI can identify patterns and trends, such as the type of content a user engages with, the time they are most active, and the products they’re interested in. This information serves as the foundation for tailoring content.
  2. Dynamic Content Recommendations: AI-powered recommendation systems play a critical role in delivering personalized content to users. On Instagram, these systems suggest accounts to follow, content to engage with, and products to buy. Brands can utilize this functionality by creating content that aligns with the user’s past interactions, increasing the likelihood of their content being featured in a user’s feed or explore page.
  3. Automated Content Curation: With AI tools, content curation becomes more efficient and precise. Marketers can curate content feeds that are personalized for different segments of their audience, ensuring that users see content most relevant to their interests. This not only boosts engagement but also fosters a sense of connection between the brand and the user.
  4. Dynamic Ad Targeting: Instagram’s advertising platform relies heavily on AI for personalized ad targeting. Marketers can use AI-driven insights to refine their ad campaigns, showing specific ads to audiences who are most likely to engage or convert. AI helps optimize ad spend and increase the return on investment.
  5. Chatbots and Customer Support: AI-powered chatbots and virtual assistants can offer personalized responses to customer inquiries and support requests. This enhances the user experience by providing quick, relevant assistance while also freeing up human resources for more complex tasks.

For businesses, leveraging AI to create personalized content will not only improve the relevance of their messages but also enhance user engagement, trust, and loyalty. The ability to deliver the right content to the right audience at the right time is a key competitive advantage, and AI is at the forefront of this trend. Marketers who embrace AI-driven personalization will likely see significant benefits in their Instagram marketing efforts. If you want to learn more about AI marketing, check out Big Sea’s “The Robots are Coming: A Guide to AI Content Marketing”.

Sustainability and Social Responsibility

Sustainability and social responsibility have become integral aspects of Instagram marketing, reflecting the growing awareness and values of both brands and consumers. In 2024, these principles are expected to take center stage on the platform. Businesses are increasingly recognizing the importance of integrating sustainability practices into their operations, from sourcing and production to packaging and distribution. Demonstrating a commitment to environmental and social causes has become not only a moral imperative but also a market differentiator. As a result, Instagram marketing will see more content highlighting eco-friendly initiatives, ethical sourcing, community engagement, and corporate responsibility. Brands that align with sustainability and social responsibility will not only appeal to a conscientious consumer base but also enhance their brand reputation and influence on Instagram.

Micro and Nano Influencers

While influencers are not new to Instagram, the focus in 2024 is expected to shift towards micro and nano influencers. These influencers can offer a more personalized approach to Instagram marketing. Their smaller followings make it easier to interact with individual followers, respond to comments, and cultivate a sense of community. This direct engagement fosters deeper connections and trust, making it easier for brands to convey their message authentically. Furthermore, since micro and nano influencers are often more specialized in a particular niche or industry, they can provide highly targeted access to a specific demographic or market segment. This makes them a valuable asset for brands looking to reach a niche audience. The cost of collaborating with micro and nano influencers is often lower than that of macro influencers, making them an attractive option for businesses with tighter marketing budgets. In 2024, the trend of partnering with these smaller but more authentic influencers is set to grow, emphasizing the significance of genuine connections in Instagram marketing.

If you want to learn more about the benefits of hiring Micro and Nano Influencers, we recommend you read “Does Influencer Marketing Work?

Conquer the Trends with Us

In 2024, Instagram marketing is poised for further evolution. The platform’s dynamic environment, driven by user behaviors and technological advancements, will continue to shape the strategies that businesses and marketers adopt. Here at Cordelia Labs, we continue to stay informed and adapt to emerging trends that can leverage Instagram to its full potential and maintain a competitive edge in the digital marketing landscape.

Contact us today and let’s tackle Instagram marketing in 2024.