A creative appeal is being replaced with smart and quirky content that has the potential to raise engagement rates and capture users who share similar tastes. There’s a huge demand for visual, thoughtful and inspiring content that reflects the creativity of other Instagram users.

These six trends are shaping the future of Instagram marketing and are what you should keep in mind if you want to stay ahead of the curve. Here I’ve collected a mix of the most popular and creative content types to bring you an overview of what’s trending now:

#1. Authentic content

Authentic content is a simple concept: post real-life stuff happening about ordinary situations from the lives of ordinary people. People enjoy genuine, original and sincere content.

This content includes behind-the-scenes, employee highlights, community events, live videos, etc. Authentic content usually has none to minimal editing and graphics. This allows your audience to connect with the brand and support what they post.

#2. Instagram AR effects

Instagram AR story filters have been widely used by brands worldwide as a new social media engagement tool. They were introduced about a year ago.

This allows businesses total control of their creativity.

Fashion and accessory businesses now let people “try on” items using AR before purchasing them. Home decor businesses can also allow customers to see what a chair looks like in their room right from their screen. Makeup brands can also use virtual AR makeup filters, such as virtual eyelashes, lipsticks, face smoothing and many more.

They are similar to Snapchat lenses that we have been previously familiar with. Users can even start to create their filters. For example, Rihanna used a diamond AR filter to raise awareness for the Clara Lionel Foundation. Just like Rhianna, you can use AR face filters to promote an event or share a message.

#3. In-app shopping

Some people predict that in two to three years, Instagram e-commerce will partially replace online stores. I know there have been several instances where I bought a clothing piece directly through Instagram Shopping because they posted an ad, and it led me there.

It is an excellent opportunity for businesses to connect with their customers and lead them to purchase the least possible amount of clicks through other websites/platforms. This trend will only get more popular as it develops with different features.

#4. Carousel posts

Instagram carousel appeared in 2017. This allows businesses to add up to 10 images or videos in a single post.

Carousel posts allow the audience to see lots of additional content, all in one post. Not many brands use them but they can be good for step-by-step content, before and afters, communicating several pieces of information, etc.

#5. Influencer marketing

Did you know that in the beginning stages of allowing products to be tagged in posts, only a few influencers like Vogue and Kylie Jenner were allowed to do this?

Now anyone can do it. Celebrities and influencers do have a huge influence on Instagram users, so they will most likely buy what they promote.

#6. Well-designed Instagram feeds

The need for an aesthetic Instagram page is huge these days as Instagram users explore new businesses. An overall pleasing-to-look-at page can be enough to gain more followers, likes and business.

Having a consistent theme for each of your posts can give your entire feed a cohesive and appealing look, and it is important to think about that when designing your content.

Social media is constantly evolving and it’s not as easy to stand out as it was back in the day. That’s why businesses need to follow and stay up to date with new tools and trends in order to have social media marketing success!