The 1.44 billion monthly active Instagram users put it ahead of TikTok, which has just over 1 billion. Instagram is used by 23.1% of the global population over the age of 13.

Given Instagram’s massive user base, it’s natural that the platform’s trends will ebb and flow as it adapts to meet the needs of its users, especially the preferences of the Gen Z generation, which is largely responsible for setting modern social media fashion. Some Instagram fashions that have been growing for a while now will keep expanding in 2023 and perhaps the years beyond that.

After a pandemic, a war, and the resurgence of at least a few of social justice issues in recent years, it’s no surprise that trends like authentic content and activism have gained traction.

The Instagram trends we’ll be discussing here are broader in scope than the themes and topics we covered in our article about 2022’s top TikTok content.

Without further ado, let’s take a look at what’s currently popular on Instagram.

A Look at 2023’s Most-Followed Instagram Trends

1.There must be genuine information presented.

Over the past few years, there has been a growing demand for genuine content from influencers and brands. While perfectly curated feeds and pictures may seem appealing at first, they can quickly become tedious and unreal. Real connection and relatability are what humans long for most, and it’s difficult to be relatable when everything about your page screams perfection or fakery. This explains why more raw, unprocessed photos and posts with a genuine narrative behind them have become and will continue to be widely shared on Instagram in 2023 and beyond. Makeup artist Sasha Pallari, who coined the hashtag #FILTERDROP, is a shining example of someone who uses social media to advocate for body positivity and self-acceptance.

Authentic content has become increasingly popular, and not just among influencers. Authenticity in branding will be crucial in 2023. People want to feel like they have a personal connection with the people behind their favourite brands, they want those brands to share their values, and above all else, they want those brands to encourage transparency. Customers are more likely to make a purchase from a company with which they identify and have positive associations. In fact, 76% of consumers will pick that brand over a competitor, and 57% will increase spending; this leads us to the next big thing on Instagram:

2) Participation in Acts of Social Justice

As was previously mentioned, it’s important that people feel like they have a connection with the people they follow on social media. Because of this, an increasing number of companies are using their platforms to advocate for causes like social equality, environmental protection, and political change. It is essential, however, that the public recognise that this activism is genuine and not merely a guise to sell more goods under the “we care” banner. Brands should choose a cause they’re passionate about and demonstrate their commitment by linking to an external website or using Instagram’s built-in feature that allows users to raise money for worthy causes and start creating fundraisers. In fact, since its implementation, a plethora of cause-related marketing campaigns have sprung up, with the dual purpose of promoting the brand’s wares while simultaneously raising awareness and funds for worthy causes. Either way, there’s a lot to gain for businesses by taking a stand for something, as doing so will increase awareness of the brand and hopefully lead to more sales.

When activism and fundraising fall short, however, brands need to remember that consumers are paying attention to any form of action, or lack thereof. Consider the case of Adidas and one of its more famous business partners, Kanye West. Kanye West has made some pro comments and has boasted that he will not be dropped by Adidas because of them. Well, Adidas did eventually drop him, saying they would “end manufacturing of Yeezy branded products and stop only those payments to Ye [Kanye West] and his companies,” but they sure took their time about it, and the trending topic on the Internet was #BoycottAdidas when that finally happened.