2022年Instagram趋势报告（英）-13页_45mb

报告摘要

2022 Instagram Trend Report Summary

Introduction

The 2022 Instagram Trend Report highlights the evolving cultural landscape shaped by Gen-Z, focusing on how they use Instagram to define and influence trends across various categories. The platform remains a key driver of cultural change, with young people and creators playing central roles in shaping the future of fashion, beauty, music, shopping, and more.

Fashion & Beauty

Maximalist Fashion Takes Over

Young people are moving away from athleisure and embracing bold, expressive styles such as Goth, Dark Academia, and Goblincore. This trend reflects a desire for self-expression and optimism in personal style.

Minimalist Faces and Natural Beauty

There is a growing preference for clean beauty, with a focus on minimal products and safer ingredients. Over 1 in 3 young people are interested in "clean" makeup and skincare, including plant-based and vegan options, as well as skin minimalism.

Key Creators:

@beepybella, @thedewiest
@lirika.matoshi, @summermckeen
@kaprisun_kid, @kiannanaomi
@lexsonator, @najaljudd

Trend Insight:
50% of teens and young adults are expected to try bold fashion like Dark Academia and Nostalgic wear in 2022.

Shopping

Are Our Carts Finally Ready for Social & AR Shopping?

Instagram is becoming a primary platform for shopping experiences, with over half of young people keeping up with new shopping trends through the app.

Digital Thrift Stores & Side Hustles

Thrift shopping and selling used clothing online are on the rise, driven by sustainability concerns. Over 23% of teens are expected to thrift more online, while 24% plan to contribute to clothing sustainability by selling their own items.

Key Creators:

@funnyprettynice, @roguegarms
@tiredthrift, @boweryshowroom
@re_generation

Top Hashtags:

#shopsmall
#shoplocal
#shopsmallbusinesses
#shopsmallfirst
#sustainablefashion

Music & Dance

Music Is Now Social

Short-form video is changing how music is discovered and experienced, especially on non-traditional platforms like Instagram.

Music Is Going Visual

Visual album releases and live-streamed concerts are becoming more popular. 24% of Instagram users are excited about visual musical experiences, and 1 in 4 teens expect to attend live streams of concerts or visual albums.

Key Creators:

@red418, @boymeetsale
@aidanprinceofficial, @tahani_anderson
@charlizeglass

Trend Insight:
41% of 13-24-year-olds are fandom members, and 70% expect to discover new music or artists through social media.

Dance Challenges Are Here to Stay

More than 1 in 3 teens are excited about dance challenges in 2022, expecting them to evolve with more complex routines and styles.

Celebrities & Creators

Creators Have Risen to the Level of A-List Celebrities

Online creators are now seen as equal or even more influential than traditional celebrities. 83% of young people believe creators have as much influence as online influencers.

Key Creators:

@hesitantfailien, @axaila
@wafiaaa, @slayd3n
@officiallydaitime

Trend Insight:
1 in 4 young people consider micro-influencers the most important trend creators, while 1 in 4 also value social media influencers regardless of their following size.

Career & Education

Redefining the Meaning of 9-to-5

Gen-Z is rethinking traditional career paths and educational goals. 90% believe the best education comes from real-world experience, and 66% have devalued the importance of college.

Key Creators:

@herfirst100K, @Blckincorporate
@careercontessa, @blackgirlsinmedia

Trend Insight:
71% of Gen-Z prefer a meaningful job over a high-paying one, and 63% say the pandemic made them reassess their career goals.

Food

Pushing the Boundaries for Food at Home

Young people are experimenting with complex recipes and cooking techniques. Over 1 in 4 teens and young adults are trying new things like baking bread and intricate cakes.

Key Creators:

@chefjoshr, @pierceabernathy
@morganlynzi, @hailethomas

Top Hashtags:

#food
#comfortfood
#veganfoodie
#foodblogger

Trend Insight:
1 in 6 teens are interested in at-home molecular gastronomy, and 1 in 5 young adults are exploring mixology or hyperlocal ingredient sourcing.

Wellness

Rethinking Mental Health

Mental wellness is no longer just about self-care; it's about how lifestyle choices impact emotional health. 1 in 3 young people will continue to engage in mental wellness activities like guided meditation and manifestation.

Holistic Wellness Is the Next Step Forward

Wellness is expanding beyond physical exercise to include creative activities and home sustainability. 48% of Instagram users are expected to continue at-home workouts in 2022, while others are focusing on home improvement and creative expression.

Key Creators:

@Greisy, @emilyodesser
@ariellegeismar, @sadgirlsclub

Trend Insight:
At-home workouts are significantly more popular among Instagram users (48%) compared to non-users (34%).

Gaming

Games Are the New Mall

Video games are becoming a new social space, with many young people spending more time playing and watching others. 40% of teens and young adults expect more game-related trends in 2022.

The Worlds of Gaming and Fashion Collide

Gaming and fashion are merging, with 1 in 5 young people expecting more branded clothing for digital avatars. Interest in virtual-only goods has increased by 50%, and over 1 in 4 are interested in increased cosplay.

Key Creators:

@jadenthesaiyan, @mavisdeluna
@0.g_by_risakonakamura, @the_fab_ric_ant
@windowsen, @el.cool.j

Trend Insight:
1 in 5 teens are expecting VR concerts to become more popular in 2022.

Memes

Memes Providing a Sense of Control Rise to the Top

As uncertainty grows, memes offer a sense of control and certainty. Over 1 in 5 teens and young adults are paying more attention to astrology and stock memes in 2022.

Stop-and-Think Humor Reinvents Itself

Absurdist humor and cryptocurrency are expected to dominate meme culture. While 35% of young people were into absurdist humor in 2021, that number drops to 29% in 2022. However, interest in cryptocurrency increases to 32%.

Key Creators:

@thesecretvice, @pipsastrospot
@astrowonderss, @patrickwarburtonfan53

Trend Insight:
Memes are seen as a way to reflect on personal and societal issues, with many viewing them as a form of humor that keeps people engaged and questioning.

Social Justice

Advocates Are the Most Active Social Users

Social media is a key platform for activism, with 52% of young people following social justice accounts in 2021. Instagram users are significantly more likely to vote in elections (18%) than non-users (6‰).

They Are Not Stopping in 2022

Young people are expected to increase their efforts in social justice, including donating more to causes and following more social justice accounts.

Key Creators:

@dejafoxx, @nadyaokamoto
@phiawilson, @greengirlleah

Trend Insight:
37% of young people plan to donate more to social causes in 2022, up from 32% in 2021. Activism is seen as a continuous process, not a one-time action.

Conclusion

The 2022 Instagram Trend Report underscores the platform's evolving role in shaping cultural and lifestyle trends among Gen-Z. From fashion and beauty to shopping, music, and social justice, Instagram continues to be a hub for self-expression, community building, and innovation. Young people are not only consuming content but also actively participating in and driving these trends.

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