Instagram marketing trends to watch in 2023

by Katie Jones

As we draw towards the end of 2022, it’s time to look back at the successes of this year’s Instagram marketing trends and forecast those that will appear in 2023. Staying on top of trends can deliver higher reach and better engagement from your Instagram followers, resulting in better visibility for your brand.

Instagram’s ever-changing algorithm can often be a real headache for social media marketing strategists, so we’ve curated a list of the Instagram trends we’re keeping an eye on (so you can stay on top of your game!)

Instagram Reels

With the rise of social media giant TikTok, short-form video content is taking the social media scene by storm, and we expect this to continue into 2023. To compete with the success of TikTok, many social media platforms have implemented short-form videos to keep up with their competitor, including YouTube Shorts, Snapchat Spotlight, and Instagram Reels.

Since they were introduced in 2020, Instagram Reels have been rapidly gaining popularity. Instagram recently extended the length of Reels to up to 90 seconds and is continuously developing new features and functionalities to keep content creators happy.

The average user’s attention span is becoming shorter and shorter, so bite-sized content is the perfect way to keep your audience engaged. Don’t just take our word for it - the proof is in the research. According to Wyzowl, users share videos at twice the rate of any other form of content. So, if you’re looking to boost user engagement and build brand awareness, Instagram Reels should be a staple of your digital marketing strategy in the next year.

Instagram Reels are also currently favoured by the platform’s algorithm, meaning it will recommend your Reels to those that don’t follow you. Many brands can be rewarded with visibility at the top of a user’s Explore page which is key to increasing your brand’s reach.

We expect to see brands continue to leverage Instagram Reels to their advantage into the new year.


As today’s consumers become increasingly tech-savvy, there has been a definite shift away from traditional marketing tactics like influencer marketing.

Before 2020, there appeared to be an unstoppable upward trajectory of influencers on the platform. However, in recent years, there has been a huge shift away from this as consumers are favouring a more authentic and meaningful connection with influencers – enter the micro-influencer.

You might be asking yourself, what on earth is a micro-influencer?! Simply put, these are individuals with a following count of 10k-100k - and opting to partner with one might just be the best way to build an authentic brand in 2023.

With a smaller following, micro-influencers can develop a genuine connection with their followers as their success is built on community rather than fame and a blue tick.

But a smaller following means less engagement, right? Surprisingly, no! Micro-influencers have been proven to bring in a higher ROI. According to Marketing Dive, 82% of survey respondents said they were highly likely to follow a micro-influencer’s recommendation.

With their niche customer base, working with a micro-influencer can give your brand access to a targeted demographic. Not only is it healthier for your wallet, but it can also build brand trust in a more authentic manner.

Choosing to partner with Instagram micro-influencers can separate your brand from your competitors and make the most of a small budget - So don’t miss out on this trend in 2023!

Social responsibility

Not only is Instagram a fantastic platform for promoting your business, it’s equally great for raising awareness of social causes. Consumers are looking to see which brands address social and environmental issues more than ever.

By helping a cause close to your brand’s heart, it can demonstrate that your brand is ethical and trustworthy. A great example of this is Lyft partnering with Goodwill to provide unemployed people with free lifts to job interviews.

Customers are now looking to support businesses that deliver more than just products, so it’s important to consider the impact of your brand’s relationship with charities and non-profit organisations in the upcoming year.

Instagram has made this exceptionally easy to do with the option of adding a donation sticker to your posts. Here’s how to do it!

Live Streams

Video-streaming platforms, such as Twitch, have exploded in popularity recently, so it should come as no surprise that we’re forecasting live video content to be a trend in 2023. Many social media platforms have already added native streaming options, such as Instagram Live.

It may not be the best channel for driving sales, but it does bring a human touch to digital marketing and can drive participation and engagement from your Instagram followers. It may seem daunting but integrating live videos into your marketing strategy puts your brand directly in touch with its consumers, making for a more intimate, genuine experience – more so than Reels! Plus, live videos are often prioritised by Instagram’s algorithms as they’re happening in real time.

To summarise

For Instagram marketing in 2023, authenticity is the name of the game. Keeping it real with your followers will be incredibly important to ensure an authentic social media presence.

It is high time that brands should prioritise video content (whether it be Reels or live streams) for their Instagram marketing strategy. Keeping your content short and digestible will also be key to remaining relevant. And if you are hoping to set yourself apart from your competitors, then championing social responsibility and the betterment of the world is likely to be the way forward.

We hope you can harness these trends to accelerate your brand growth on Instagram in the upcoming year.

If you would like to discuss your digital marketing strategy for Instagram or any other platform, please feel free to get in touch today.