Instagram Marketing Trends 2026

As the year 2026 begins, you may be wondering what’s coming to social media platforms and what marketing trends you’ll need to follow. Instagram has become the most profitable social media platform.

Contents

Instagram Marketing Trends in 2026

1. Shopping features will dominate
2. Influencer marketing will be more credible
3. Community engagement features will be more popular
4. Instagram video stories won’t go anywhere
5. Use of reels will increase
6. Instagram carousels are here to stay
7. Authentic content still rules
8. Live content on Instagram will be more relevant
9. Brand personalities are on the rise
10. Link sticker is an interesting feature that will be used in 2026
11. Analytics tools are key
12. Final thoughts

Currently, Instagram is the best social network for sharing photos and videos, where 90% of Instagram users follow at least one business, with more than 200 million users visiting at least one business profile every day.

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Given that Instagram is on the rise, we know that a lot will happen on it over the next 12 months, especially when it comes to Instagram marketing trends.

In this article, I’ll dive into Instagram trends predicted for next year and how you can get ahead.

1. Shopping features will reign

If you thought Instagram was turning into a shopping platform, you were probably right.

The goal of these shopping features is to bridge the gap between marketers who want to use this platform as a marketing tool so they can also use it as an e-commerce channel.

For example, the shopping feature in Stories was launched in 2019 and helps advertisers place a shopping bag icon on any product or service they are promoting.

This is an example of Instagram’s shopping feature.

With this option, marketers can target their audience to click on the shopping bag icon and view the product image, information, and a link to the website where they can purchase the product.

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Given that Instagram Stories is used daily by more than 400 million users, advertisers can leverage this marketing feature to connect with their target customers.

In 2026, Instagram will launch its native affiliate program for creators, allowing them to earn commissions on sales they make.

2. Influencer marketing will be more credible

Influencer marketing is one of those Instagram trends that has become mainstream because most brands consider it one of the best ways to reach their target audience.

Instagram in 2026 has introduced several ways that content creators on the platform can earn money.

How to get likes on Instagram

According to a Nielsen company report, consumers trust recommendations from individuals (even if they don’t know them) more than brands.

Using people who are trustworthy, have a good reputation and are likable is a great strategy that you can use to promote your brand.

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Post shared by Sophie Hannah (@sophiehannah)

As mentioned earlier, Instagram is now testing a new feature that will allow content creators to discover products available at checkout, share them with their audience, and earn commissions on purchases that inspire them on the platform.

This means that in 2026, creator-led shopping will be very popular, so you should take advantage of this marketing trend!

3. Community engagement features will become increasingly popular

It’s no secret that Instagram excels when it comes to conversation starters and engagement rates.

Due to its playful nature, Instagram always comes up with new and exciting ways to interact with its users: from emoji reactions and interactive Story stickers to Instagram polls, the platform certainly knows how to spark a conversation and keep it going.

And we all know that the key to engaged communities is constant and genuine conversation.

To further boost engagement, you can use Instagram Story features, such as a question sticker – it will help you find out your followers’ opinions on your brand.

Here are a few ideas: swipe up, learn more, see more, find out more, link in bio, etc.

We predict that this Instagram marketing trend will not disappear in 2026. In fact, it’s very likely that comment replies will become even more engaging and interactive, and brands will have new features to play with.

4. Instagram video stories are here to stay

Is it time to turn on the camera?

Regardless of how many followers a brand has on Instagram, using videos in Stories leads to increased engagement.

According to our study, Instagram Stories brands publish an average of 15 to 16 stories on Instagram per month, with posting up to five stories per day ensuring a retention rate of more than 70%.

2026 was a year of massive video content consumption, especially on Instagram. According to our data, brands published 49.02% Instagram Story videos and 50.98% Instagram Story images.

The study also revealed that Instagram Story videos were more successful at keeping viewers engaged than Instagram Story images.

The study also found that Instagram Story videos have a 0.80% lower tap-forward rate than image stories, which means they are more successful at keeping viewers engaged than Instagram Story images.

What does all this mean? That the popularity of Instagram Story videos is growing and in 2026 they will certainly be a hot marketing trend.

5. Use of video clips will increase

Another important Instagram trend you shouldn’t forget about in 2026 is Instagram Reels.

The Instagram Reels feature was created in response to Instagram’s competing service, TikTok. Like TikTok, it’s a feature where you can share short and dynamic videos.

When uploading a 15-second video, you can use text, stickers, camera effects, and music.

Your brand should have an advantage when using Instagram Reels simply because it’s still a fresh update that you can benefit from.

All these tools expand your brand’s flexibility, which will be reflected in greater reach and engagement.

You can find out how to create catchy Instagram Reels here? Complete Instagram Reels Guide.

6. Instagram carousels are here to stay

Instagram carousels are probably the best feature in your brand’s arsenal.

By analyzing 22,360,021 total posts, of which 2,949,312 were carousels, we found that in 2017 carousels made up only 3 to 4% of Instagram posts. However, in 2020 we recorded an increase in popularity, averaging 19.44%.

The growth in popularity of this feature is justified by the engagement it brings.

Carousels outperform images and videos, achieving an average engagement rate per post of 1.92%, while images are 1.74% and videos 1.45%.

Average engagement by post type

As you probably know, Instagram allows you to add up to 10 carousel slides.

We found that if you use 10 slides and create a combination of images and videos, engagement increases.

Engagement by number of slides

7. Authentic content still reigns

You probably won’t be surprised when we tell you that when planning a marketing strategy on Instagram, content still rules. But what kind of content is most popular?

Take this to heart: authenticity is a valuable skill in 2026. Instagram will favor brands that create more Instagram lives and less polished content.

For a long time, brands on Instagram posted highly polished videos to attract customers. However, most Instagram users have no interest in viewing highly polished videos.

Start focusing on authenticity on your business profile this year instead of just posting “perfect” content. Honest content is on the rise – people want to see the human side of your brand.

Based on an analysis of the latest Instagram trends, we must tell you that if you want to create authentic content, you need to tell stories with your captions and use Stories features like emoji, slider, gif, or question sticker.

Take Wholefoods for example. They upload authentic food photos and DIY recipes.

Here is an example of a good Instagram post.

8. Live content on Instagram will be more relevant

Instagram Live is one of those new tools that Instagram came up with and which skyrocketed in 2020 and 2026.

According to Business Insider, Instagram Live usage increased by more than 70% in a single month in April 2026.

This is not surprising at all, given that the pandemic and social distancing orders forced people to find new ways to communicate.

Researchers claim that this increase is due to the fact that people are not built to stay in isolation for long periods of time.

To feel that human connection, people turned to social media during the pandemic. And of course, businesses also benefit from this trend because they can easily expand their audience and promote their products.

Because of this, we can say with considerable certainty that Instagram Live is here to stay.

9. Brand personalities are on the rise

What started as just a photo-sharing application on social media is now much more than that.

It’s no secret that Instagram is no longer just about sharing aesthetic photos, but about community, engagement, and conversation.

In short, Instagram is now more about “social” than “media”.

How will this affect the presence of businesses and content creators? It means they will have to present themselves to their audience with their personality.

Whether you decide to create more Instagram Stories, be creative on Instagram Reels, or move to live streaming, bringing your personality is a necessity in 2026.

Look at the example below. WRONG is a digital agency that likes to show its personality on Instagram Stories, from relatable and funny memes to behind-the-scenes content.

This-is-a-great-example-of-how-brands-can-show-their-personality-on-Instagram .

10. Link sticker is an interesting feature that can be used in 2026

In August last year, Instagram removed the swipe-up feature from Stories and replaced it with a more interesting feature, called link stickers.

Initially, this feature was available only for verified accounts or accounts with 10 thousand followers.

However, in October 2026, Instagram announced that this feature will be available for all accounts regardless of their follower count.

Adding link stickers to Instagram Stories is a safe way to promote your work and ensure that your page reaches your audience.

Look at the image below and find out how to add link stickers to Stories in 2026!

By adding a link to your Stories, you can promote your content

11. Analytics tools are key

Before you start planning your Instagram marketing budget, use advanced measurement tools so you can track and report your results.

If you want your content strategy to be successful on Instagram in 2026, you must use analytics tools so you can measure overall performance and compare your efforts with competitors.

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This way you will know whether your marketing strategies are working, and if not, you will know which areas need improvement. Socialinsider can be a great helper in this ?.

Socialinsider dashboard

Final thoughts

Building a strong brand presence on Instagram in 2026 is a necessity for a successful marketing strategy.

This guide covers the hottest Instagram trends that every marketer should follow in 2026.

This year will be exciting for this social media giant. With so many features, Instagram is THE one you should be using to promote your brand and message.

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