6 Instagram Marketing Trends You Need to Know in 2026
Creator-led commerce is set to revolutionize how we shop online, chronological feeds will return – and most importantly, we’ll see much more suggested content.
- 1: Chronological and suggested content feeds
- 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 feeds
- Merged video formats
- Creator-led commerce
- Brand personalities
- Video memes
- Community engagement features
Trend #1: Introduction of Chronological and Suggested Content Feeds
Your eyes are not deceiving you: the chronological feed may be making a comeback soon.
So what does that mean for Instagram in 2026?
We’re betting on a new Home feed that will have the ability to toggle between the “Suggested For You” feed and the chronological “Following” feed.
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 feeds are coming to Instagram – but there will also be the option to display a chronological feed.
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Trend #2: Video Formats Will Merge
Instagram has already merged IGTV into Feed Video – but we’re betting that Instagram’s video offering will become even more streamlined in 2026.
With Feed videos, Reels, and Instagram Stories still in the mix, it’s very likely that Instagram will move toward a more unified approach.
It looks similar to Reels, doesn’t it?
It’s clear that this new format is currently in testing mode – but now that we’ve seen it, it doesn’t seem like too far a reach 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 turning into a shopping platform, think again, because you haven’t seen anything yet.
Why?
Because in 2026, Instagram will more broadly roll out its native partnership program for creators, which will be a significant financial incentive for influencers of all sizes to sell products on behalf of brands.
The introduction of affiliate (or “commission”) income on Instagram will eliminate the need for complicated agreements and contracts – making it much easier for everyone to get involved in influencer marketing in the app.
And that’s not all. Instagram is preparing to make “Creator Shops” available to more users on the platform – thus providing influencers and creators with a new place where they can showcase products from brands they love (and at the same time earn commissions from sales they inspire).
Summary: shopping under the guidance of creators will soon become mainstream – so don’t be surprised when your Instacart income reaches new heights in 2026.
Trend #4: The Rise of Brand Personalities
Gone are the days when Instagram served exclusively for sharing aesthetically pleasing images. Now the app is home to something much more impressive: 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 yourself in Instagram Stories, bringing your voice into Instagram captions, or being creative in front of the camera for Instagram Reels.
At Later, one member of our team goes on Instagram Stories every week to share key insights about trending social media topics. It’s informal, chatty, and full of personality.
Because of this, we’re able to connect more deeply with our most engaged followers – building a stronger sense of community and encouraging 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 combined with relative sentiment – but in a more dynamic and engaging format.
“The evolution to video memes is a natural development,” 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. It also keeps your audience at the post longer and waiting for the next relatability.”
As Instagram continues 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 Enhanced Features for Community Engagement
When it comes to conversation starters, no one does it better than Instagram.
From emoji reactions to interactive story stickers – Instagram knows how to start a conversation and build community – and that’s one advantage it has no intention of losing in 2026.
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So what might we expect over the next 12 months? First, we predict that engagement-supporting stickers (such as the Question sticker) will enter the Reels chat.
Next, we expect comment replies to become more engaging and interactive – with the option to reply via video or voice notes.
What does this mean? If you still think of Instagram as a photo-sharing platform, listen up, because things have VERY much 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 red light, and let your personality shine.
The more dynamic, personal, and engaging your content is, the better!
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Michal Záruba je specialista na digitální marketing a konzultant v oblasti sociálních médií a SEO. Více než 8 let pomáhá značkám růst online prostřednictvím strategického obsahu, optimalizace pro vyhledávače a efektivní komunikace na platformách jako LinkedIn, Instagram a YouTube.
Na svém blogu sdílí praktické tipy o tom, jak propojit SEO, sociální sítě a brand building do jedné funkční strategie. Zaměřuje se na to, jak firmy mohou využít moderní nástroje a algoritmy k tomu, aby jejich značka nezískala jen dosah, ale i důvěru.
Když zrovna netvoří obsah, přednáší o digitálním marketingu, školí týmy a sleduje nové trendy v AI a vyhledávání.