Compared to other platforms, people surveyed cited Instagram as one of the top places to keep up with trends¹. In fact, 47% of people surveyed strongly associate Instagram as a place where culture happens². This content may be coming from people you know in real life, creators you follow, and, yes, even businesses. 44% of people surveyed strongly associate Instagram with discovering local and small brands³.

As a platform, Instagram enables people to discover what’s new and what’s next. People’s interests extend from activities to activism to everything in between. Compared to other platforms, people surveyed cited Instagram as one of the top places to keep up with their interests⁴ — and the top place to keep up with their favorite brands⁵. Advertisers on Instagram are perceived as trendy, popular, creative, relevant and fun⁶. For brands, Instagram is a space for them to not only find what’s trending, but also develop their own ideas and share them widely.

Check out Instagram Insider to see what types of trends may drive interest among new and existing shoppers on Instagram.

People turn to Instagram for more than just a lighthearted moment—in fact, many are looking at the platform to educate themselves on major issues and become activists in their communities. The platform enables people to find information about social causes and opportunities to give back. 69% of active Instagram users surveyed are more likely to purchase from brands that are inclusive of all people and identities⁷, while 66% are more likely to purchase from brands that support a social movement they care about⁸ or that reflects their personal values and what they believe in⁹.

While it’s increasingly important for brands to consider their impact on society and the world, it’s just as critical for them to give back in ways that are authentic and true to their company mission and offerings. For example, a clothing brand could explore ways to reduce the amount of waste generated by the fashion industry, or a CPG could donate a portion of their proceeds to a local food bank.

Consider supporting causes that line up with your brand’s mission and vision, like how Philadelphia’s Down North Pizza seeks to reduce recidivism through economic empowerment and opportunity.

Don’t be shy; share what makes your business tick. Compared to other platforms, people surveyed cited Instagram as one of the top places to express themselves¹⁰, and that can apply to businesses, too. 59% of active Instagram users surveyed agree it’s important for brands to post light-hearted or humorous content¹¹, and 58% of respondents agree it’s important for brands to post real, raw, unpolished content¹². That means there’s no need to sweat about not having the latest and greatest gear to film or produce content. Unpolished posts still make an impact. The most important thing is being authentic to yourself and your brand’s story.

Read more about finding inspiration and content ideas for Instagram posts.