2023 Instagram Trend Report
Cancel Communications worked across Instagram to execute the creation, launch and publication of its 2023 Trend Report, a data-driven guide to cultural trends on Instagram as defined by Gen Z.
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Report Creation
In October 2022, Instagram fielded a survey of Gen Z users aged 16-24 across the United States. Cancel Communications worked with IG to transform these insights into a forward-looking trend report for youth culture on the platform, pairing key Gen Z issues like fast-fashion and community activism with creator-spokespeople like Deja Foxx.
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Video Production
IG casted leading creators across the platform—including Mad Tsai, Emma Rogue, Laurel Charleston and Deja Foxx—to appear in a @creators content series highlighting the report, Cancel Communications worked with IG to oversee the content’s messaging, scripting and execution.
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Media Strategy
Cancel Communications led a far-reaching campaign to publicize the report and highlight its insights across media, aiming to reach Gen Z users with the report’s findings. Cancel Comms succeeded in breaking the report across consumer and fashion media & worked alongside several Gen Z publishers to share IG’s insights.
Read the report.
Cancel Communications drafted Instagram’s 2023 Trend Report.
The report—which forecasted insights from a sweeping survey of Gen Z users—covered topics across beauty, fashion, activism, web3, dating, food, creator community, financial literacy and music.
Data-driven Gen Z insights.
The Trend Report used a study of Gen Z behavior to measure the issues, topics and trends important to Gen Z on IG. Cancel Communications used these insights to craft media-worthy takes
In 2023, Gen Z creatives plan to take fashion into their own hands.
Sustainability is a key issue for Gen Z. As climate concerns rise, DIY clothing offers a sustainable alternative to fast-fashion. In our study, more than half of Gen Z respondents said they plan to DIY their clothes in 2023.
Impacts of climate change are driving Gen Z shoppers to buy protective skincare and beauty products.
2 out of 3 Gen Z shoppers plan to buy skincare or beauty products that protect against extreme weather and sun.
Watch the report.
Shot in Los Angeles, Instagram produced a content series with leading creators to discuss the report and its findings. Debuting on @creators, the report’s video content help to spread IG’s insights across the platform.
Cancel Communications traveled to the shoot to oversee messaging, scripting, and creative alignment. Instagram’s 2023 cast-members included Deja Foxx, Laurel Charleston, Emma Rogue, Emily Flores, Nasim Lahbichi, Mad Tsai, and Deandre Brown.
Creator content.
View our co-produced content with leading creators and trendsetters across Instagram.
Content-First Comms Strategy
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Highlighting the report’s strong fashion and beauty trends, we placed stories highlighting the Report’s findings in publications including Vogue Business, WWD, Fashionista, The Daily Front Row, Hypebae, and Allure, outpacing the consumer coverage seen by similar trend reports from brands like Pinterest and TikTok.
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We worked with a cohort of trend-forecasting creators to break the news of the Trend Report with Reels and TikToks of original takes on the report. We shot video content with Gen Z creators across varied trend categories and leveraged creator cast members for press interviews (including a segment with NBC’s Morning News Now). In addition, we ensured all creators posted IG’s Trend Report content to their accounts.
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We worked with next-gen media like @GenZGirlGang, @CrippleMedia, and @OurEra to feature the report’s insights and imagery prominently on their main IG feeds and stories. We also worked with Gen Z editorial publishers, like the LGBTQ+-focused INTO MORE and ESSENCE’s Gen Z brand Girls United, to cover the Trend Report online.
Editorial Features & Media Placements
