8 Trends Shaping the Future of Instagram Marketing

By Monique Thomas

Published December 11, 2020

11 minute read

From a focus on e-commerce tools to more short-form video, we’re sharing 8 trends shaping the future of Instagram marketing in 2021.


Stay on top of the biggest social media marketing trends!

Wondering what the future of Instagram marketing looks like?

Between the COVID-19 pandemic, an increase in social activism, and Instagram introducing new features (hello Reels!), to call “unprecedented” the buzzword of 2020 is an understatement.

With so much change, it can be hard to predict Instagram trends for 2021. But we’ve got some ideas!

From a focus on e-commerce tools to more short-form video, we’re sharing 8 trends shaping the future of Instagram marketing:

8 Trends Shaping The Future of Instagram Marketing in 2021

Ready to plan your Instagram strategy for 2021? We predict these trends will be all the rage next year:

#1: A Focus on Instagram E-Commerce Tools

2020 was the year Instagram furthered its foray into becoming a digital storefront for brands and creators.

With the introduction of Instagram Shop, it created a more streamlined way to discover shoppable products, giving users the ability to “Browse Shops”, see “Editors’ Picks”, and more.

And this isn’t the only e-commerce feature in Instagram’s tool belt.

Over the years, Instagram’s released e-commerce tools like:

With many of these features expanding globally in recent months, why the increased focus on e-commerce tools?

According to a press release in May 2020, it was a response to the COVID-19 pandemic:

“Right now many small businesses are struggling, and with stores closing, more are looking to bring their business online.

Our goal is to make shopping seamless and empower anyone from a small business owner to a global brand to use our apps to connect with customers.”

via Facebook Press Release

We predict more features rolling out in 2021 that’ll turn Instagram into a one-stop shop for everything — from advertising and selling your products to connecting with your community.

First up? Shoppable Instagram Reels. In fact, Instagram’s Adam Mosseri recently announced the latest update:

What was once an app for sharing pretty photos is becoming a full-scale e-commerce platform for brands and creators to monetize their content. We don’t think Instagram will slow down anytime soon.

Create your first shoppable post! Tag products with Later’s to create a shoppable Instagram feed that drives traffic directly to your store.

#2: Short-Form Video Content on Instagram Takes The Lead

TikTok took the world by storm in 2020 with its quirky, random, and creative videos. It was the perfect escape during quarantine and lockdowns, and became extremely popular with a younger audience: Gen Z.

But they’re not the only ones who love TikTok! Millennials and older generations flocked to the app too, and Instagram took notice. Its response? Instagram Reels.

While Instagram Reels is a new feature, Instagram users have already shown that they enjoy bite-sized content: there are over 500 million daily Instagram Stories users.

The shift to short-form video content could be an effect of shorter attention spans, the ease of shareability, or the ability to go viral.

With Instagram Reels, brands and creators can create educational content, showcase their products or services, and have fun in a creative way.

Check out how Angie of @afroyogabyangie uses it to connect with her community:

In 2021, we predict:

  • Instagram experimenting further with Reels like lengthening it to 60 seconds and introducing a “duet feature”

  • Instagram creating a more personalized Reels algorithm

  • Brands and influencers collaborating on Reels content

  • Brands focusing more on Reels, Instagram Stories, and IGTV

  • Check out this post for more Instagram Reels predictions!

Ready to create your first Instagram Reel? Learn everything you need to know in this quick step-by-step video:

#3: Instagram Carousel Posts and Memes Will (Continue to) Go Viral

Instagram carousel posts and memes are definitely not going anywhere in 2021.

They’re the perfect growth hack on Instagram, as they are easily shareable. And with likes disappearing, we predict shareable and saveable content will become even more important in 2021.

You could take the educational route like Instagram strategist Natasha Samuel, and create carousel posts full of tips and tricks:

Or, you could raise awareness about social causes and include how to’s and next steps, like Later customer Future Earth:

Another way to use carousel posts? Include different backgrounds with identical messages so your audience can share the aesthetic they like most. ICI ET NU frequently shares posts in both cream and green:

Creating educational carousel posts can increase engagement and reach as your community is likely to save them (and come back to them later), or share them with their own followers.

And the same can be said for memes. When done right, memes provide comic relief and entice users to share with their friends and family.

Saint Hoax does a great job of using memes and carousel posts in their feed. It’s a win-win for engagement (they get thousands of comments!):

Before you incorporate memes into your social media strategy, it’s important to consider if they’re on-brand. Does it make sense for your brand to communicate this way? If not, carousel posts are your friend.

Easily plan and schedule carousel posts for Instagram with Later, in just a few clicks!

#4: An Increase in Diversity and Inclusion on Instagram

2020’s increase in social activism spotlighted a lack of diversity within influencer marketing, social media marketing, and the internal cultures of major brands.

Later interviewed four Black content creators about their experience working with brands, and each agreed that representation was important for various reasons.

Food blogger, Danielle Salmon offered this advice to brands: “Research Black creatives relative to your industry, find those who resonate with you, and get to know them. Negotiate fair terms in your contracts and offer proper pay that factors in your budget.”

2020 has also seen a rise in brands publicly take accountability with promises to do better.

The Pull Up For Change initiative challenged businesses to share the demographics of their corporate teams, with the goal of implementing change:

And the 15 Percent Pledge initiative asked brands to pledge 15% of their shelf space to Black-owned businesses:

Diversity and inclusion is an overdue conversation in social media marketing and we predict it’ll be a priority for many brands in 2021 (and beyond).

The goal should be to incorporate diversity and inclusion into all aspects of your business — from corporate HQ, to accessible social posts, to the influencers you collaborate with.

#5: Influencer Marketing in 2021 Will Get A Serious Boost

Influencer marketing is on track to become a $15 billion dollar industry by 2022, which means one thing: influencers are here to stay.

In fact, we predict influencer marketing will see a huge boost in 2021. With Instagram’s new e-commerce features, including creator-specific tools, influencers will be able to expand their network and create long-term partnerships with brands.

One important factor to consider when predicting the future of influencer marketing? The long-term effects of the COVID-19 pandemic on the advertising industry.

With a decrease in ad spend for traditional formats like out-of-home campaigns, and an increase in screen time on social media, we think brands will shift their dollars to online marketing.

And this is where influencers step in.

According to research by Fohr, nearly 80% of influencers reported an increase in engagement from their audience in March 2020, and we don’t see this number dropping anytime soon.

With brands allocating more funds to influencer marketing and influencers experimenting with new creator tools, the influencer marketing industry will be an exciting space next year!

Here’s some more predictions for influencer marketing trends in 2021:

  • An increase in ongoing collaborations between creators and brands. Say goodbye to one-off posts and stories, and hello to yearly partnerships

  • A reinvention of the affiliate model with an increase in influencers tagging businesses’ products in their own posts

  • A heavy focus on diversity in influencer marketing

  • More brands working with micro and nano-influencers to save money and tap into their highly engaged communities

Ready to level-up your influencer marketing strategy? Get our free Strategy Guide and learn how to find the right influencers for your business, increase brand awareness, and drive sales!

#6: More Authenticity in Instagram Captions and Posts

Authenticity on Instagram has been a growing trend, and we predict it’ll blossom even further in 2021.

This year saw more and more influencers use their platforms to share less curated and filtered content, and speak about topics such as loneliness and self-esteem.

The shift away from “perfection” and towards transparency can be powerful: Rini Frey’s posts about her pregnancy and postpartum journey frequently receive hundreds of comments.

And authenticity isn’t just for influencers — brands have hopped on the trend too.

Stationery company Papersmiths thanked their community for their support during COVID-19 and asked for suggestions on improving their website:

Likewise, Shy Wolf Candles opened up with a detailed post about supply chain delays, health issues, and team changes:

Being open and honest about the struggles of running a business (especially during a global pandemic) can build a stronger, more supportive community, and drive traffic to your site.

We’ve noticed growing trends in conversations surrounding mental health, body positivity, entrepreneurship, and more in 2020 — and predict even more “open book” content in 2021.

#7: The Rise of Instagram as a Microblogging Platform

Speaking of authenticity, we think microblogging is going to blow up on Instagram in 2021.

We already know that long captions are all the rage — Fohr reported in 2019 that the average caption length has more than doubled since 2016.

And many creators use Instagram as a place for longer content, like entrepreneur Jenny Jay who is known for storytelling in her captions:

Not only does the long-form caption mean her community spends more time reading (and engaging with) her content, but it encourages them to leave comments and share their own stories.

Another reason we predict microblogging will blossom in 2021? The introduction of Instagram Guides.

It’s still a new feature but if Instagram adds more features like “saves”, there could be a strong use case for Guides becoming the go-to tool for educating your community, sharing recommendations, and using it as a mini-blog.

And if Instagram decides to monetize it even further, Guides could become a new revenue stream for creators and brands with the introduction of sponsored guides. Cha-ching.

#8: A Shift to Virtual Brand Activations and Events

2020 was the year of virtual events, virtual conferences, and our favorite — Instagram Lives.

Brands like Summer Fridays who are known for their in-person activations to support product launches or hosting lavish influencer events had to pivot during the COVID-19 pandemic.

Instead, they shifted to fun Instagram takeovers, “At Home” Instagram Stories, and collaborated with TEZZA to create a Summer Fridays x @bytezza Collage Kit — perfect for self-care at home:

With in-store events on hold for the time being, Instagram is the new place to bring your community together.

And even as the world opens up again, we predict virtual events and brand activations are here to stay. Why?

Physical location won’t be an issue, giving you the ability to bring everyone from your community together — wherever they are in the world.

For example, many Pride events were celebrated virtually this year, bringing the festivities to those who may not have had access to it before.

“If you are a non-binary kid in rural America, you’ll be able to experience Pride the same way as everyone else for the first time,” said CEO and founder of The Phluid Project, Rob Smith.

Another added benefit is that virtual activations can be more cost-efficient, especially for small businesses.

You can allocate more money towards hosting platforms, speakers, and gifts, and less on venue rentals, food vendors, and decorations.

2021 is just around the corner, and with so much change occurring, it can be hard to plan ahead.

But with these 8 trends, you’ll be better prepared for the future of Instagram marketing — and can start allocating the resources needed for your 2021 Instagram strategy.

Ready to plan and schedule your Instagram posts and stories? Later makes it easy — get started now for free!

Stay on top of the biggest social media marketing trends!


6 min read

Why Video is Hottest Growth Hack Right Now

By Jillian Warren

11 min read

10 TikTok Marketing Tips From the Pros (Who Went Viral!)

By Jessica Worb

11 min read

The Ultimate Guide to Instagram Reels

By Jessica Worb