What’s Hot on Instagram in 2024

Person holding a smartphone with Instagram app open, displaying a colorful feed.

Photo by Solen Feyissa on Unsplash

With over 2 billion monthly active users, Instagram is both the O.G. and trendsetter of social media. This immense user base provides an irresistible playground for businesses seeking to tap into a vast market, influencers looking to thrive on a broad audience, and everyday users eager to explore the latest trends. 

The thing is, navigating the dynamic landscape of Instagram marketing requires a keen eye for evolving trends, as the platform’s features and user behaviors are in constant flux. 

Adaptability is key here. Success on Instagram in 2024 requires not just an understanding of current trends but also a foresight into what the future might hold. In this article, we’ll dive into some of the trends that become the talk of the town on the platforms. 

Reels’ Domination

Instagram Reels have been one of the most stand-out features on the platform. The scrollable nature of Reels has revolutionized the way users consume content. 

With a simple flick of the thumb, users can effortlessly navigate through a plethora of entertaining and informative short videos. This scrollable format not only enhances user engagement but also provides an ideal platform for creators to showcase their talent in a condensed yet impactful manner.

It’s also designed for short videos. We know that users often prefer bite-sized, visually stimulating content that can be consumed on the go. Reels’ short duration encourages creativity within constraints, prompting users to craft content that is not only concise but also attention-grabbing.

Friend-Like Content

No one should talk like a faceless corporation anymore. That era of sterile and impersonal communication is long gone. Instagram users crave authenticity, connection, and content that feels like a conversation with a friend. 

This has given rise to the importance of creating friend-like content, a strategy that prioritizes relatability, genuineness, and a conversational tone. The use of colloquial language, emojis, stickers, motion graphics, and relatable anecdotes helps bridge the gap between brands and their audience. This also fosters a sense of familiarity and trust.

Authentic and Unfiltered Content

Still related to friend-like content, authentic and unfiltered content posts embrace imperfections, ditch the polished veneer, and provide a genuine and unscripted look into your business– or life as a creator.

More and more businesses are now showcasing unedited photos, unfiltered personalities, and unscripted narratives. Meanwhile, we can also see more and more people sharing a makeup-free selfie, discussing personal challenges, or capturing the chaos of daily life.

Whether it’s businesses or individuals, this shift towards imperfection humanizes the content and makes it more relatable and resonant with followers.

Shoppable Posts

We’re seeing more and more Instagram ads that allow us to see product details, including price. And if we want to learn more about it, we’ll be directed to the landing or product page. That’s what shoppable posts are.

Shoppable posts have transformed Instagram from more than just a visual showcase to a thriving e-commerce hub. This innovative feature seamlessly integrates the shopping experience into the user’s feed, allowing businesses to showcase their products and users to discover and explore.

Collaborative Posts

The concept of collaboration goes beyond individual efforts, bringing together influencers, brands, and even everyday users to create content that is diverse, compelling, and fosters a sense of community.

Whether it’s influencers joining forces or brands partnering with creators, cross-promotional collaborations expose content to new demographics. The shared exposure not only broadens reach but also introduces audiences to creators and brands they might not have discovered otherwise.

A prime example is how renowned fashion influencers collaborated with a sustainable clothing brand to create a capsule collection that not only showcased the influencers’ unique styles but also highlighted the brand’s commitment to eco-friendly fashion. 

This strategic partnership not only reached the influencers’ dedicated follower base but also introduced the brand to a wider audience interested in both fashion trends and sustainable practices.

Polls in the Comments

Instagram’s new thing with polls in comments is a game-changer for getting people’s opinions. Now, you can casually throw in interactive polls right in the comments of your posts – no need for extra stories or captions.

Beyond the practical applications, polls in comments inject an element of playfulness into the Instagram experience. You can use polls to pose lighthearted questions, host trivia quizzes, or simply spark entertaining discussions. This playful engagement humanizes the content and creates a more enjoyable and memorable experience for followers.

Wrapping Up

If you want to stay ahead of the game on Instagram in 2024, the key lies in understanding what people are currently loving on the platform. With some of the hottest trends mentioned above, now you understand what type of content resonates with users and captures their attention. 

Whether it’s diving into the immersive world of Reels, embracing the authenticity of unfiltered content, or fostering genuine connections through friend-like engagement, staying informed and adapting to these trends will undoubtedly elevate your Instagram presence. 





Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 

Twitter: @breadnbeyond

Email: andre@breadnbeyond.com 

LinkedIn: Andre Oentoro