6 Instagram Marketing Trends You Must Know in 2026

6 Instagram Marketing Trends You Need to Know in 2026

Creator-led commerce is set to revolutionize the way we shop online, the chronological feed is making a comeback – and most importantly, we’re going to see much more suggested content.

• 1: Chronological and suggested content channels
• 2: Merged video formats
• 3: Creator-led commerce
• 4: Brand personalities
• 5: Video memes
• 6: Community engagement features

Buckle up, because a lot is going to happen on Instagram in the next 12 months.

And that’s just the tip of the iceberg.

Are you ready to get ahead? Here are six of the biggest Instagram marketing trends you should know about in 2026:

• Suggested and chronological content channels
• Merged video formats
• Creator-led commerce
• Brand personalities
• Video memes
• Community engagement features

Trend #1: Introduction of Chronological and Suggested Content Channels

Your eyes are not deceiving you: the chronological feed may soon be back.

So what does that mean for Instagram in 2026?

We’re betting on a new Home channel that will have the ability to toggle between the “Suggested For You” channel and the chronological “Following” channel.

Does that sound familiar? Well, that’s because it is.

TikTok has already paved the way for this format and it clearly works; TikTok is now officially more popular than Instagram among Gen Z users in the USA.

TLDR: Suggested content channels are coming to Instagram – but there will also be an option to view the chronological channel.

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Trend #2: Video Formats Will Be Merged

Instagram has already merged IGTV into Feed Video – but we’re confident that in 2026, Instagram’s video offering will be even more streamlined.

With Feed videos, Reels and Instagram Stories still in the mix, it’s very likely that Instagram will move towards a more unified approach.

It looks similar to Reels, right?

It’s clear that this new format is currently in test mode – but now that we’ve seen it, it doesn’t seem unreasonable to have one feed that combines videos from the feed, Reels and Stories.

Trend #3: Creator-Led Commerce Will Change How We Shop

If you thought Instagram was becoming a shopping platform, get ready, because you haven’t seen anything yet.

Why?

Because in 2026, Instagram will roll out its native affiliate program for creators on a larger scale, which will be a significant financial incentive for influencers of all sizes to sell products on behalf of brands.

Introducing affiliate (or “commission”) income on Instagram will remove the need for complex agreements and contracts – making it much easier for everyone to get involved in influencer marketing within the app.

But that’s not all. Instagram is preparing to make “Creator Shops” available to more users on the platform – giving influencers and creators a new place to showcase products from brands they love (while also earning commissions from sales they inspire).

Bottom line: creator-led shopping will soon become mainstream – so don’t be surprised when your Instacart earnings reach new heights in 2026.

Trend #4: The Rise of Brand Personalities

Gone are the days when Instagram was used solely for sharing aesthetically pleasing images. Now the app is home to something far more impactful: community and conversation.

That’s right, Instagram is bringing the word “social” back to social media.

What does this mean for brands and creators? Simply put, it’s time to bring personality to your communication.

Whether that means showing your face in Instagram Stories, bringing your voice to Instagram captions, or getting creative on camera for Instagram Reels.

At Later, one member of our team goes on Instagram Stories every week to share key insights on trending social media topics. It’s informal, chatty, and full of personality.

By doing so, we’re able to forge deeper connections with our most engaged followers – building a stronger sense of community and driving engagement.

Trend #5: Video Memes Will Reign Supreme

Memes will forever be a recipe for instant success – but in 2026, video memes will take over Instagram.

Video memes are like static memes – something abstract, funny, or cute paired with relatable sentiment – but in a more dynamic and engaging format.

“The evolution to video meme is a natural progression,” shares Mel Mckechnie, Social Media Manager at Later.

“Video memes allow jokes to go a bit deeper and allow a bigger story to be told through this format. They also keep your audience on the post longer and waiting for the next relatability.”

With Instagram continuing to prioritize short videos over all other formats, video memes will be one of the hot tickets to viral success.

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Trend #6: New and Improved Community Engagement Features

When it comes to conversation starters, no one does it better than Instagram.

From emoji reactions to interactive story stickers – Instagram knows how to spark conversation and build community – and it’s an advantage they’re not about to give up in 2026.

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So what can we expect in the next 12 months? First, we predict that engagement-supporting stickers (like the Question sticker, for example) will make their way into Reels chat.

Additionally, we anticipate that replies to comments will become more engaging and interactive – with the ability to respond via video or voice notes.

What’s the takeaway? If you still think of Instagram as a photo-sharing platform, listen up, because things have CHANGED.

Instagram is an immersive communication channel, and if you want to succeed in 2026, it’s time to roll up your sleeves, get in front of the camera, and let your personality shine.

The more dynamic, personal, and engaging your content, the better!