Noone could have predicted what the year 2020 would bring.
The pandemic has dramatically impacted how we use and engage on socials.
From entertainment to news, social media has become the primary source of information for consumers.
For Instagram, the world's second largest social platform, this means a plethora of new opportunities within the Styling and Story space.
Instagram Story Trends
Instagram Stories have become the best way for a brand to rapidly connect with their audience.
The current climate has seen a huge spike in social media usage with brands seeing an increased need to create new and exciting content regularly. However, brands are slowly starting to understand that trying to push products hard will inevitably push consumers away rather than keep them.
Brands in 2020 will need to adapt to upcoming trends as a way to disguise their selling methods.
Supporting your locals
Creating support for locals has been a prominent, increasing trend that is seeing many bigger brands supporting small ones. This trend has seen a lot of collaborations and shoutouts, with the introduction of Instagrams ‘Support Small Business’ sticker which many brands have been seen using on their stories. This will be an ongoing trend according to Coronavirus: Accelerating Localism and hopefully continue on to 2021.
People take comfort in food - brands are adapting to this trend by developing cooking tutorials, recipe books and their spins on the classics aka banana bread. Highlights of sustainability, zero waste and a “green” lifestyle have also taken over, blending into the Digital Wellness Styling Trend we see below.
Hobbies have become the most popular thing during isolation. Pinterest pins have spiked and Bunnings is out of varnish - if you're not inspiring your consumers with classic “how-tos” and Plant Box DIY’s, what are you doing? Brands are offering this as an alternative way to interact with their audience and distract them from their everyday life trapped inside.
INSTAGRAM STYLING TRENDS
Social feeds act as a representation of a brand. New formulas have arised in 2020, reflecting secrecy, observation and surveillance. Other trends that seem to be growing in Styling depict elements of Premium Mediocre, seeing brands and influencers hit supermarkets or local events to contrast with premium clothing and products. Digital Wellness has also been highlighted with the need for connection and “chats” about mental health sprawled across feeds, and almost enforced during the isolation period.
Fashion feeds are beginning to highlight surveillance and birds eye views, seeing subjects “observed” rather than “seen.” This ominous trend has seen brands such as Supreme add transparency and mystery to their instagram pages.
Influencers are now being seen adopting the trend of “glamourising normality” using everyday environments to promote premium products or their own personal brands. These oxymoronic posts are being picked up by celebs such as Emily Ratajkowski, who practically endorsed the globalisation of the trend.
Digital Health and Wellness
Mental healthiness is being prioritised online during 2020 due to the current climate. Brands are being encouraged to use content to inspire consumers to take care of themselves and the ones they love, developing online communities to help them out. This trend will continue to rise throughout the rest of 2020.
These predictions are just another opportunity for brands to expand and become seemingly more innovative, really tapping into their consumer wants and needs.
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