Instagram has shared its 2024 Instagram Trend Talk, which looks at how Gen Z’s influence will push trends in 2024. The trends are based on Gen Z users across the United States, United Kingdom, Brazil, India and South Korea. They are based on everything from fashion to dating and everything in between.
3 takeaways from Instagram’s Trend Talk Report
Here are some insights from the report that can applied to your 2024 campaign planning.
Gen Zers believe in themselves
Gen Z is the generation of self-improvement, wellness and belief in themselves. According to the report, 33% of the generation believe that the best way to create wealth is through self-employment, and they believe in themselves enough to go after it.
In fact, their “Top Eras” for 2024 will be:
- Self-improvement or development
- Lucky
- Unapologetically myself
This generation isn’t out here to prove anything except to themselves, so continue to keep an eye out online in 2024 to see how they do just that.
Brands can tap into this desire by tying products and services into the self-improvement, lucky or unapologetically authentic narrative.
For the self-improvement narrative, brands can position their products or services as tools that aid personal development and growth. This could involve highlighting how their offerings help consumers acquire new skills, improve their well-being, or achieve their goals.
When it comes to the “Lucky” narrative, brands can incorporate elements of fortune, serendipity, and positive outcomes in their marketing messages. This could be through promotional campaigns, lucky draws, or product features that are designed to bring good luck to the consumers.
Lastly, for the “Unapologetically Myself” narrative, brands can encourage consumers to embrace their true selves, showcasing how their products or services cater to diverse needs and preferences and celebrate uniqueness.
In essence, by aligning their brand messaging with these narratives, companies can connect with this generation on a deeper level, fostering a sense of understanding and relevance. This could result in stronger brand loyalty and engagement among these consumers in 2024 and beyond.
Expect more de-influencing and social activism
When you think of Gen Z, you probably also think about social activism. This is the generation that believes in and actively talks about climate destruction, gender equality and LGBTQ+ rights. Because of this, you can expect Gen Z to buy more second-hand, shop locally, and not care about being an outfit repeater. Being sustainable with clothing and other purchasing decisions is the name of the game in 2024 (and probably beyond) with Gen Z.
Brands can show their commitment to social causes that resonate with Gen Z through partnerships with relevant non-profit organizations, participating in awareness campaigns, or creating more-sustainable products.
Brands can also highlight their eco-friendly practices, from sourcing materials to manufacturing processes, and offer products that are durable, recyclable, or made from recycled materials. They can also introduce initiatives like take-back or recycling programs for their products. Check out this list of sustainability influencers.
Brands can encourage customers to buy less but buy better, emphasizing the quality and longevity of their products. They can also celebrate outfit repeating and the idea of investment pieces in their marketing campaigns.
By integrating these practices into their business model and marketing strategy, brands can effectively tap into Gen Z’s trend of de-influencing and social activism, building a strong rapport with this socially conscious generation.
Emphasize connection
Lastly, an important trend that you can expect from Gen Z is bringing the importance of connection back to social media. Most Gen Z plan to use social media mainly to keep up with friends and family first and foremost, then to stay on top of trends. When it comes to dating or making new friendships, 28% of Gen Z exchange Instagram handles as opposed to exchanging phone numbers after meeting someone new.
Influencers can share more personal, relatable content that allows their followers to feel a sense of connection. This could include behind-the-scenes looks, personal stories, or experiences with the brand’s products or services.
Brands can also leverage this desire for connection by hosting in-person or live-streaming events, sharing Instagram Stories, or using other interactive features like polls or quizzes to engage their followers.
Brands can also encourage influencers to involve their friends and family in their content. This not only adds a personal touch but also aligns with Gen Z’s priority of keeping up with friends and family on social media.
As a brand or Gen Z influencer, the 2024 Instagram Trends Talk Report can help you focus your content in the new year on connection, sustainability and self-improvement. What we know we can expect for sure is to see Gen Z coming up with all kinds of exciting new trends throughout the year.
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