Where is Instagram heading in 2020?

Where is Instagram heading in 2020?

Instagram has always been a big player in the social media sphere. But, we have seen a shift from Instagram being a solely visual platform to an ecommerce and long-form video platform.

Social media is constantly evolving and it’s key that marketers stay ahead of the game by understanding where Instagram is heading at the start of this new decade. This year we’re likely to see 6 key Instagram marketing trends emerge:


IGTV is a relatively new addition to the platform however when it first launched, it wasn’t clear as to how marketers could utilise this feature in their marketing mix.

When Instagram added IGTV to their Explore page navigation, it gave users more opportunities to find the video content and have it in their feed. Recently, the platform has also allowed for landscape video content, making it simpler to share existing video content that brands have already created.

In 2019, it was clear people were spending time watching these IGTV videos and were immersing themselves in IGTV Series (where creators can organise their videos on a separate page and viewers can binge their favourite series).

So, in 2020, marketers need to jump on the bandwagon and utilise IGTV to further connect with audiences. Some ways to do this could include:

  • Share existing video content in landscape format.
  • Consider creating an IGTV Series that your audience are likely to connect with.
  • Share previews of your IGTV videos to pique interest.


2. Authenticity

There was a time when Instagram was about the flawless photos and curated feeds. However, we’ve seen a clear shift, with more and more brands providing content that is more relatable and less-produced. Along with unedited photos, we are also seeing brands utilising longer captions to tell a story and encourage their followers to spend more time reading their posts.

Whether its sharing unedited photos, photos of #officelife, or writing conversational captions, brands and marketers need to understand that authenticity is key in 2020.


3. Utilising the platform for Ecommerce

Last year, Instagram launched Checkout, giving users an easy way to purchase products directly through the app. Along with this, they also launched Shopping from Creators, allowing influencers to add shopping tags to their posts.

We can expect to see more and more brands utilising these features and even more users shopping through the platform.

How can you use Instagram shopping?

  • Tag a product anytime it’s referenced in an Instagram post or Story.
  • Enable in-app checkout so your followers can easily buy from you directly through the platform.
  • Incorporate the promotion of your products even further into your strategy.


4. Everyone’s an ‘influencer’

2019 was the year of the micro-influencer and 2020 will likely be the year for the nano-influencer.

Nano-influencers are those who have a smaller followers (lower than 20k) and run their account more like a personal account than a full-time influencer account. More often than not, these influencers will be given an affiliate link to promote a product. This strategy comes across better to followers as it seems more like a trusted recommendation from a friend rather than an influencer just aiming to sell.

Influencers have, and will continue to be, prevalent on Instagram. Marketers and brands should utilise these micro and nano influencers to drive engagement and word of mouth.

Ways to incorporate influencer marketing:

  • Find influencers whose audience aligns with your audience
  • Have a specific campaign in mind and outline what you hope to gain from the partnership.
  • Create a key hashtag to track success.


5. Instagram Stories are here to stay

Stories have been popular on the platform since its inception and more and more brands are utilising the feature. Instagram Stories allow brands to include polls, quizzes, questions, links and stickers, thereby encouraging their audience to interact directly with them.

How can you use Instagram Stories in 2020?

  • Get your audience’s opinion through polls.
  • Test your audience’s knowledge with a fun quiz.
  • Have fun with the fonts, colouring tools, Boomerangs and stickers to foster interactivity.
  • Start linking to your website content to boost overall traffic.


6. Memes and Tweets

Naturally, content from other platforms tend to make their way on other platforms and feeds. Last year, we saw the beginning of a trend where brands were sharing screenshots of tweets in their posts or Stories.

Incorporating content like this is a great way to share expert opinions, bring some humour to the feed or share audience replies from across platforms.


Instagram will continue to be a favoured platform amongst users all over the world. 2020 is set to be a fantastic year for the platform and both marketers and brands can capitalise on its various features to reach new customers, drive sales and foster higher engagement.

This content is derived from the number of sources listed below. VO Group does not take ownership of the content. Read more about Instagram marketing in 2020 or take a look at our previous blog here


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