Instagram trends among Generation Z in 2022

Many trends will shape culture in 2022, as defined by Gen Z. To learn more about social media trends, Instagram has released the first edition of the Instagram Trend Report…

To help brands and marketers better understand key changes on Instagram for the coming year, the social network has released a new predictive trend report for 2022. It highlights a series of growing steps in different categories:

  • fashion and beauty;
  • shopping ;
  • music and dance;
  • Professional career and education;
  • Meal;
  • goodness;
  • gaming;
  • Social justice.

Thus they make it possible to re-engage with younger audiences and maintain their position as key drivers of marketing and cultural influence.

The report is presented in a retrospective fashion, and the entire design is aligned with pop culture changes and trends, with the aim of highlighting Instagram’s role in such a process.

fashion and beauty

Using fashion as a medium of joy, optimism and self-expression, youth are making leaps and bounds with their style choices. Alternative fashion is expected to reach its peak, also a top search trend on Pinterest, in 2022. And as young people become more aware of what they put on their bodies, skincare with moderation is in fashion. Clean beauty that balances glowing skin with safe products and ingredients will only flourish in 2022.


More than half of young people interested in new shopping experiences follow their shopping interests on Instagram. Among the highlights are secondhand items, as thrift stores contribute to global sustainability by using and reusing clothing.

According to Instagram, in 2022:

  • 27% of teens and young adults expect to make purchases directly through their social media feeds and special in-app features.
  • Nearly half of young people interested in new shopping experiences follow their shopping interests on Instagram.
  • 23% expect more online savings through second-hand websites.
  • 24% expect to make a greater contribution to clothing sustainability by selling their products in an online store or through a social network.

music and dance

Music is now social: short videos are redefining music discovery, and music experiences on non-traditional music platforms like Instagram are set to grow.

Music Scene Gets: More album releases will have graphical components:

  • 24% of Instagram users are more likely to be excited about visual music experiences in 2022.
  • About 1 in 4 teens and young adults expect a live stream music/visual album to be released in 2022.
  • In 2022 70% of teens expect to discover new music from artists through social media.

Dance challenges will be present even more. So expect to see more dance challenges evolve with more elaborate dance styles.

Professional career and education

Now more than ever, the next generation of professionals are re-evaluating their educational and professional goals. The health crisis has allowed teens to rethink all aspects of their lives. 90% of Gen Z Instagram users believe that the best learning comes from real-world experiences. And given the cost of college education, they are seriously looking at alternative avenues.


Young people continue to invest in experimentation in their kitchens by experimenting with complex recipes and cooking techniques.

  • More than 1 in 4 teens/young adults try something new by following designer recipes.
  • Approximately 1 in 6 teens/young millennials show an increasing interest in molecular gastronomy at home.
  • 1 in 5 young adults over the age of 21 wants to learn more about mixology at home or scramble to find new ways to source material.


Young people engage and rethink how the choices they make in their lives have a powerful impact on their emotional health.

  • About 1 in 3 people will continue to engage in mental wellness activities such as guided meditation, expression exercises, etc.
  • 2 out of 5 people are part of close-knit communities that connect people through health
  • 1 in 4 will learn creative activities (drawing, painting, writing music, etc.).


The health crisis has developed a boom for video games and it won’t be slowing down any time soon. More and more youth are spending more time playing sports, especially those that also serve as social spaces. Sports is a new type of social platform that fosters deep connection and escapism in a unique and spectacular way, with many saying they are excited to see other people playing video games in a variety of settings in 2022 .

  • 40% of teens and young adults expect to see more video game trends in 2022.
  • About 3 out of 10 people expect to live stream other people playing video games.

Social justice

This is one of the top influencer marketing trends in 2022. Activists are the most active social users: young people engaged in social work, often online.

  • 52% followed social justice accounts on social media in 2021, reinforcing how integral social media is to sharing information about activism.
  • Instagram users are included. In fact, 18% are significantly more likely to vote in local/state/national elections than non-users (6%).

In addition to the written report, Instagram released a series of video interviews with relevant influencers across a variety of genres, providing more direct insight into key changes.

Here is some great insight and valuable advice for those looking to optimize their Instagram marketing approach in 2022.

You can download Instagram’s 2022 trends report here.

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