15 Instagram Marketing Trends You Need to Know in 2024

Buckle up, because a lot is about to happen on Instagram over the next 12 months.

Creator-inspired content is set to inform how we post, AI tools are on the rise, and live-streaming is set to make a comeback.

And that’s only the tip of the iceberg.

Ready to get ahead of the curve? Keep scrolling to learn 15 Instagram marketing trends our team predicts will make waves in 2024.

#1: Instagram Doubles Down on Reels

Ever since Adam Mosseri, Head of Instagram, revealed that all video posts would become Reels, the platform’s focused even more on the format.

In 2023, we saw the introduction of new editing tools, templates, and improved analytics. 

And with fierce competition from both TikTok and YouTube, we expect the platform will continue to prioritize Reels this year with even more perks — including an increased max video length.

So, if you want to start incorporating more short-form video into your Instagram content strategy, 2024's the perfect time.

FYI: You can plan, schedule, and analyze your Instagram Reels with Later's social media management tools. Sign up today.

#2: Threads' Future Is Uncertain

Despite its record-breaking launch and the recent addition of search and discovery tools, Threads’ traffic is now down 70% — making its future a huge question mark.

While the text-based app was (debatably) on track to become the new X (aka Twitter), we predict Threads will continue to find its feet in 2024.

Our advice? Don’t go all-in on a Threads strategy just yet — but keep experimenting.

#3: AI-generated Tools

2023 was a hot year for AI across tech and on Instagram — and we predict the trend will really take off in 2024.

The question is, will we see more rollouts similar to Meta’s AI-generated personas, or will the app focus on more AI-generated content creation tools?

Stay tuned. 

What does the rise of AI mean for your social strategy? Read this: Everything You Need to Know About AI-generated Content

#4: SEO Takes Center Stage

A strong Instagram SEO (search engine optimization) strategy is one of the best ways to increase your discoverability on the platform. 

And judging by Instagram’s track record in 2023 (think: the new For You feed), we foresee even more ways for creators and brands to get discovered in 2024. 

Aka, this is your sign to brush up on your Instagram SEO skills. 

Dig into all things Instagram SEO: Instagram SEO: 5 Ways to Increase Your Discoverability.

#5: Community > Following

With the introduction of features like feed posts for Close Friends and Broadcast Channels, we predict more creators will prioritize their existing audience in 2024. 

Think: Exclusive content and newsletter launches galore. 

The result? More connection, engagement, and sense of community.

As for brands, we recommend brainstorming ways you can tap into these tight knit circles in 2024.

#6: Link in Bio Tools

The link in your bio is extremely valuable — and we predict influencers and brands will rely on a link in bio tool now more than ever.

Why? For influencers, they'll need one central place to house their most important links — from affiliate programs, to exclusive content (aka a newsletter), to their media kit.

For brands, we'll see a heavy focus on driving conversions and clicks to their site.

Our pro tip? Use Linkin.bio by Later to create a landing page with unlimited button links and a clickable version of your Instagram feed for free.

#7: Brand Partnerships

In 2024, it’s all about the Benjamins baby. 💵

We predict that Instagram is going to increase its monetary incentives for influencers to cash-in.

This will make brand partnerships and affiliate marketing on the app much easier — with features like Collabs, the Creator Marketplace, and affiliate tools. 

In order to compete with other platforms, Instagram will need to become the go-to destination for influencers to connect with brands, showcase the products they love, and earn a commission from the sales they inspire.

We'll keep you posted.

#8: Photo Dumps Reign Supreme

This just in: The photo dump is here to stay.

Just like in 2023, creators are ditching the flawless curated feed aesthetic, and choosing to share less filtered and more in-the-moment content via carousel posts. 

And the people love them!

All that to say — embrace perfectly imperfect curation in 2024 for max engagement. 

#9: Live Streaming Comes Back

Is Instagram Live set to make a comeback in 2024?

We sure think so. 

With the new Instagram Live Producer, users can now add additional cameras, external microphones, and graphics to their setup (hello, streamers!). 

We expect to see more gaming, live music, and other high tech streams on Instagram in 2024.

That said, does Instagram have the potential to compete with the likes of Twitch and YouTube? It remains to be seen.

NOTE: Instagram Live Producer is only available on desktop.

#10: Creator-inspired Content

Creators are the trendsetters of Instagram, and they know exactly how to tell a story, whether it’s via a photo dump or a Reel using a relevant song: 

And in 2024, we predict more brands will take notice (and use them as #Inspo).

"We're going to see brands draw inspiration from how creators film and post, and then weave that into their content," notes Later's Social Media Manager, Christine Colling. 

"The brands who succeed will come across as more organic and less promotional — similar to popular creators," she adds.

So if you’re a brand or business, keep an eye on the creator community! And creators? Keep leading the pack. 

Need help staying on top of trends? Bookmark this: The Top Instagram Reels Trends to Try This Week

#12: Foodie Content

In 2024, "feed" will gain a whole new meaning on Instagram.

Translation: We could see an increase in food content on the platform this year (and we're not complaining).

The trend has already been spotted on TikTok, with Alessandro Bogliari, CEO of The Influencer Marketing Factory, identifying a 30% increase in client demand for food content creators.

Hope you're hungry!

#12: UGC Creators Rise Up 

ICYMI: UGC creators are on the rise! 

The hashtag #UgcCreator has over 545K posts (and counting) on Instagram.

Why? Because unlike historical UGC (user-generated content) where content is created organically by a brand’s followers, a UGC creator creates content that looks like UGC — but it's been paid for. 

“Since the creator doesn't have to worry about engaging their own audience, there's a lot less pressure around growing on the platform.

And from the brand perspective, it's a cost-effective solution to get more content,” shares Later’s Social Content Lead, Lindsay Ashcraft.

So in 2024, we’re hedging our bets that brands will be jumping in on this particular type of creator, and paying for more “authentic” content to drive sales and traffic. 

Want to learn more about the allure of UGC creators? Bookmark this blog post: What Is a UGC Creator & Why Is It All Over Social?

#13: Video Memes

Memes will forever be a recipe for instant success — but in 2024, video memes are where it’s at.

Video memes are just like static memes — something abstract, funny, or cute paired with a relatable sentiment — but in a more dynamic and engaging format.

“Video memes allow for the jokes to go a little deeper and tell more of a story. It also keeps your audience on the post for longer, as they wait for the next piece of relatability," says Ashcraft.

TIP: Schedule your video content in advance with Later — it’ll take less than five minutes.

#14: Boosted Content

You know how the saying goes: When in doubt, boost it out!

Since Instagram has decided to scale back some of its e-commerce tools, we suspect that brands will be stepping up their boosted spend in 2024.

So while boosted content isn’t exactly new-year, new-me, it is a surefire way to extend your reach and improve visibility on the app.

The end result? Your content being seen by a wider audience, more engagement, increased conversion — win, win, win.

#15: Brand Personalities

While this trend may not work for everyone (and that's okay!), we predict a rise in brand "personalities" on the app.

Social media managers (or for-hire creators) will become a "face" of brands across the app.

The goal? Build a stronger sense of community, encourage engagement, and human the brand.

At Later, a member of our social team periodically goes on Instagram Stories to share some key learnings about a trending social media topic.

They're informal, chatty, and full of personality:

And there you have it — 15 Instagram marketing predictions in 2024.

While the app is always evolving, staying on top trends will help you find greater success when trying out new tactics. 

So, which trend will you experiment with this year? Keep us posted.

Over 7M+ marketers, brands, and creators trust Later's social media management platform to plan, schedule, and analyze their content. Create an account today — for free.