Instagram has released the very first edition of its Trend Report, just in time for 2022.
The downloadable report—designed with a theme that feels very much like a 1980s VHS cover—is the result of a survey conducted in October 2021 among 1,200 weekly social media users in the United States, ages 13–24.
Some of these Gen Z users, creators on Instagram, are interviewed by cultural reporter Darian Symoné Harvin, the video of which can be viewed on Instagram’s blog.
The report features rising Instagram trends across categories including music, fashion, celebrities, beauty, social justice, and more, with insights that, as always, could prove very useful for brands wanting to reach this segment.
The report is also set up to spotlight creators in each category, listing Instagram accounts relevant to their industries at the top of each page that one would be wise to follow, if only to witness the latest in what’s influencing their youngest consumers.
In the fashion category, Instagram forecasts that maximalist looks are in store for the new year. “After two years spent in athleisure, young people are making bold moves with their style choices, using fashion as a vehicle for joy, optimism, and self-expression,” the report reads. Should we expect the same maximalist attitude toward jewelry? Could be.
When it comes to shopping, doing so digitally seems more vital than ever—so ready that online inventory. Instagram predicts online shopping to move from big box stores’ websites to in-app purchases, and more than half of those who said they’re looking for new shopping experiences plan to keep up with their shopping interests on Instagram.
Speaking of shopping experiences, one of the biggest for young people is the thrift-making purchases through secondhand websites such as Depop and Poshmark. This angle might appeal to those retailers accepting consignment, resale, or vintage jewelry.
For those who that think red carpets and star sightings appeal to this crowd—think again. The survey showed four out of five young people agreeing with the sentiment that “social media and other online celebrities have more influence on culture than traditional celebrities.”
While these are what I felt to be the most relevant tidbits for businesses in our industry, you can download the full report—and gather more inspiration for the coming year—here.
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