2021-12-15-Instagram-2022年Instagram趋势报告（英）_13页_45mb

2022 Instagram Trend Report Summary

Introduction

The 2022 Instagram Trend Report highlights the evolving cultural landscape shaped by Gen-Z. It emphasizes how young people use Instagram as a platform for self-expression, trend creation, and social engagement. The report explores various categories including fashion, beauty, shopping, music, dance, celebrities, career, food, wellness, gaming, and social justice, providing insights into the trends and behaviors expected in 2022.

Fashion & Beauty

• Maximalist Fashion: Young people are embracing bold styles such as Goth, Dark Academia, and Goblincore, moving away from athleisure.
• Minimalist Faces & Natural Beauty: There's a growing interest in clean beauty, with 1 in 3 young people looking to learn more about and purchase "clean" makeup and skincare.
• Key Creators: Influencers like @beepybella, @thedewiest, @troydylanallen, and @blvckboyglow are leading the trend discussions.
• Top Hashtags: #shopsmall, #shoplocal, #sustainablefashion, and #shopsmallbusinesses reflect the trend towards supporting small and sustainable brands.

Shopping

• Social & AR Shopping: Over half of young people interested in new shopping experiences are engaging with Instagram for their shopping needs.
• Digital Thrift Stores & Side Hustles: Thrift shopping and selling personal items online are on the rise, with 23% expecting to thrift more online and 24% planning to sell their own goods.
• Key Creators: @funnyprettynice, @roguegarms, @tiredthrift, and @boweryshowroom are highlighted for their role in the trend.
• Top Hashtags: #shopsmall, #shoplocal, #shopsmallbusinesses, and #sustainablefashion are key indicators of the trend.

Music & Dance

• Music Is Social: Short-form video is changing how music is discovered, with Instagram playing a major role in this shift.
• Music Is Going Visual: Artists are increasingly using visual streams and graphic elements in their album releases, with 24% of Instagram users excited about these experiences.
• Dance Challenges: More than 1 in 3 teens are excited about dance challenges evolving in 2022, with more elaborate routines expected.
• Key Creators: @red418, @boymeetsale, @aidanprinceofficial, @tahani_anderson, and @charlizeglass are notable figures in this space.
• Quote: "There’s no wrong way to be exposed to music." – Wafia, @wafaaa

Celebrities & Creators

• Creators as Influencers: Online creators are now seen as having equal or greater influence than traditional celebrities.
• Micro-Influencers: 1 in 4 young people consider micro-influencers with loyal audiences the most important for trend creation.
• Social Media Influence: 4 out of 5 young people believe social media and online celebrities have more cultural influence than traditional celebrities.
• Key Creators: @hesitantfailien, @axaila, @wafiaaa, @slayd3n, and @officiallydaitime are highlighted.
• Quote: "Today young people are impacted by a wide spectrum of creators and their relationship is more tightly aligned around shared interests." – Report

Career & Education

• Re-evaluating Careers: Gen-Z is rethinking traditional career paths, with 90% believing real-world experience is the best education.
• Devaluing College: 66% of Gen-Z have begun to devalue the extrinsic and intrinsic value of a college education.
• Work-Life Balance: 68% say work is not the most important thing in their lives, and 87% believe many are forced to work multiple jobs.
• Career Goals: 63% say the pandemic made them reassess their career goals.
• Quote: "I'd rather have a meaningful job even if it means I make less money." – Gen-Z respondents

Food

• At-Home Experimentation: Young people are investing more in cooking, experimenting with complex recipes and techniques.
• Trend Creators: @cracked.bolos, @c4k3l1n, @cakes4sport, and @steinkamf_flower_cakes are leading the trend.
• Top Hashtags: #food, #comfortfood, #veganfoodie, and #foodblogger.
• Interest in Mixology & Foraging: 1 in 5 young adults are interested in at-home mixology, while 1 in 6 are exploring molecular gastronomy and hyperlocal food sourcing.

Wellness

• Mental Wellness: 1 in 3 young people will continue to engage in mental wellness activities such as meditation and manifestation.
• Holistic Wellness: Wellness is moving beyond exercise to include home sustainability, creativity, and emotional health.
• Key Creators: @Greisy, @emilyodesser, @ariellegeismar, and @sadgirlsclub are spotlighted.
• Quote: "I see [Instagram] as an open journal and as I'm reflecting, I share the reflections or thoughts that I have and then it creates a well of introspection." – Greisy, @Greisy

Gaming

• Games as Social Platforms: Gaming is becoming a new form of social interaction, with many young people excited to watch others play.
• 40% of Teens & Young Adults: Expect to see more video game trends in 2022.
• Livestreaming: About 3 in 10 expect to livestream others playing games.
• VR Concerts: 1 in 5 teens are expecting VR concerts to grow in popularity.
• Fashion & Gaming Intersection: 1 in 5 young people are interested in branded clothing for digital avatars, with 50% increased interest in virtual-only goods.
• Key Creators: @jadenthesaiyan, @mavisdeluna, @0.g_by_risakonakamura, and @the_fab_ric_ant are highlighted.

Memes

• Memes as a Source of Control: Young people are turning to memes for a sense of control and certainty, especially in uncertain times.
• Astrology & Stock Memes: Over 1 in 5 teens and young adults paid more attention to these in 2021, and the trend is expected to continue.
• Absurdist Humor & Cryptocurrency: 35% were into absurdist humor in 2021, and 29% expect to see more in 2022. Cryptocurrency interest increased from 29% to 32%.
• Key Creators: @thesecretvice, @pipsastrospot, @astrowonderss, and @patrickwarburtonfan53 are featured.
• Quote: "Memes, they are the best. I live to laugh." – Male, 24

Social Justice

• Advocacy on Social Media: 52% of young people followed social justice accounts in 2021, showing the importance of social media in activism.
• Increased Participation: Young people are expected to double down on their efforts in 2022, with 37% planning to donate more to social causes.
• Key Creators: @dejafoxx, @nadyaokamoto, @phiawilson, and @greengirlleah are spotlighted.
• Quote: "People get caught up in thinking that the repost is it, 'you know I'm an activist now I've done my part' but it's like if you don't take those steps in creating this into something that actually happens in real life you're only doing a small section of the work." – Sophia Wilson, @phiawilson

Conclusion

The 2022 Instagram Trend Report underscores the dynamic and evolving nature of Gen-Z's cultural influence. From fashion and beauty to music, gaming, and social justice, young people are redefining how they engage with the world through Instagram. The platform continues to be a central hub for trend creation, self-expression, and social action, with a strong emphasis on authenticity, sustainability, and community.