Several trends will shape culture in 2022, as defined by Generation Z. To learn more about social media trends, Instagram has released the first edition of the Instagram Trend Report…
To help brands and marketers better understand the key changes on Instagram for the coming year, the social network has released a new predictive trend report for 2022. It highlights a range of growing movements in various categories:
Fashion and beauty;
Shopping ;
Music and dance;
Professional career and education;
Food;
Wellness ;
Gaming;
Social justice.
In doing so, they are reconnecting with a younger audience and maintaining their position as a key driver of marketing and cultural influence.
The report is presented in a retro kitsch style, and the whole design is linked to changes and trends in pop culture, with the aim of highlighting Instagram’s role in such a process.
FASHION AND BEAUTY
Young people are making leaps and bounds with their style choices, using fashion as a vehicle for joy, optimism and self-expression. Expect to see alternative fashion reach its peak, also one of the search trends on Pinterest in 2022. And as young people become more conscious of what they put on their bodies, skincare in moderation is in. Clean beauty that balances glowing skin with safer products and ingredients will only grow in 2022.
SHOPPING
More than half of young people interested in new shopping experiences track their shopping interest on Instagram. Among the top products are second-hand items, as thrift stores contribute to global sustainability by using and reusing clothing.
According to Instagram, in 2022:
27% of teens and young adults expect to buy directly via their social media feeds and special features in the app.
Nearly half of teens interested in new shopping experiences track their buying interest on Instagram.
23% expect to save more money online through second-hand websites.
24% expect to contribute more to clothing sustainability by selling their own products via an online store or social networks.
MUSIC AND DANCE
Music is now social: Short-form video is redefining music discovery, and music experiences are expected to increase on non-traditional music platforms like Instagram.
Music is going visual: More album releases will have graphic components:
24% of Instagram users are more likely to be excited about visual music experiences in 2022.
About 1 in 4 teens and young adults expect to live stream concerts/visual album releases in 2022.
70% of teens expect to discover new music from artists via social media in 2022.
Dance challenges will be even more prevalent. So expect to see dance challenges evolve even more with more elaborate dance styles.
PROFESSIONAL CAREER AND EDUCATION
Now more than ever, next-generation professionals are reevaluating their educational and professional goals. The health crisis has made teens rethink every aspect of their lives, and 90% of Generation Z Instagram users believe the best education comes from real-world experiences. And given the cost of college, they are seriously considering alternative paths.
FOOD
Young people continue to invest in experimentation in their kitchens by experimenting with complex recipes and cooking techniques.
More than 1 in 4 teens/young adults are trying something new by following designer recipes.
About 1 in 6 teens/young millennials show a growing interest in molecular gastronomy at home.
1 in 5 young adults over 21 want to learn more about home mixology or struggle to discover new ways to source ingredients.
WELLNESS
Young people are connecting and rethinking how the choices they make in their lives have powerful effects on their emotional health.
About 1 in 3 people will continue to participate in mental wellness activities like guided meditation, manifestation exercises, etc.
2 in 5 people are part of close-knit communities that connect people through health
1 in 4 people will learn creative activities (drawing, painting, music writing, etc.)
GAMING
The health crisis has developed a boom for video games and it’s not going to slow down any time soon. More and more young people are spending more time playing games, especially in those that also serve as social spaces. Games are a new type of social platform that fuels deep connections and escapism in a unique and fantastic way, with many saying they are excited to see others playing video games in various settings in 2022.
40% of teens and young adults expect to see more video game trends in 2022.
About 3 in 10 expect to live stream others playing video games.
SOCIAL JUSTICE
This is one of the top trends in influencer marketing in 2022. Activists are the most active social users: young people are engaged in social action, often online.
52% followed social justice accounts on social networks in 2021, reinforcing how integral social networks are to sharing information about activism.
Instagram users are engaged. In fact, 18% are significantly more likely to have voted in local/state/national elections compared to non-users (6%).
In addition to the written report, Instagram released a series of video interviews with relevant influencers across various genres, offering a more direct look at key changes.
