What marketers can expect from Instagram in 2023

Instagram has over 2 billion active users. Yet, staying on top of social media marketing on Instagram is challenging in 2023, because of the massive competition on the platform, ever-evolving trends, and frequent changes to in-app features. To stay competitive, marketers should stay abreast of the latest trends and platform updates to build a winning strategy for this Meta-owned app.

So, what should businesses expect from Instagram in 2023?

The answer is not so simple. Right from new feature additions to prioritizing creator-inspired content, a lot of change is already taking place this year. We compiled information from Meta and the Head of Instagram, Adam Mosseri, to help you align your Instagram marketing strategy with what's to come this year.

1. New visual customization and editing tools

Launched in 2010 with basic picture editing and sharing features, Instagram has come a long way. Fast forward to 2022, Instagram became well-equipped with eye-grabbing filters and frames that enabled its users to edit content in multiple formats, such as images, Stories, Reels, and more. With a heavy focus on social commerce, Instagram has also continued to improve its shopping and product-tagging capabilities for eCommerce brands on the app.

In 2023, the platform will go the extra mile to help you connect with your audience in newer ways. Expect it to focus on integrating 3D objects, AR and VR experiences, and more to help you create maximum value for the audience. These tools will likely integrate with the app's focus on short-form videos like Reels.

For instance, if you are into a print-on-demand jewelry dropshipping business, you could leverage an array of futuristic-like 3D content creation functionalities to generate immersive content for your target audience. You can create a virtual jewelry customization provision or use 3D videos and images to highlight their details. 

We're all aware of Meta's intention to build the Metaverse, and this step may strengthen its innovation-driven vision. On the other hand, the platform can help marketers take their marketing game to the next level. In fact, Adam Mosseri affirmed that they might launch more visual customization and editing capabilities to inspire creativity. 

screenshot of Adam Mosseri Instagram post

Pro Tip: Hop on the features as soon as they are launched to gain a competitive edge. Experiment and track what works for you to up your marketing strategy. And make sure to keep an eye on announcement videos from the Instagram team like this one!

2. UGC creators will grow in popularity 

Have you noticed the hashtag #UGCCreator popping up on your Instagram or TikTok feeds? You are not alone. This hashtag has over 79K posts (and counting) on Instagram. 

Screenshot of UGCCreator hashtag


By now, most marketers have interacted with user-generated content (UGC) created organically by their brand's audience. While this type of cost-effective, community-building content is a wildly effective and affordable way to grow your content strategy, UGC Creators may also be worth the investment.

Somewhere in the middle of the spectrum from UGC and influencer marketing, UGC creators get paid to create content that resembles UGC — often product reviews, tutorials, or unboxing videos. In simple words, brands pay UGC creators to build strategic content that seems organic and can help achieve marketing goals, such as driving traffic and sales. They can be considered freelance creators who create content assets to improve brand identity.

Unlike influencers, they do not need a remarkable following on social media. Brands post the content through their official account. There's no obligation for the creator to post it from their account. This helps brands match the style of Instagram posts from everyday users and not appear like a blatant advertisement.

In a 2021 survey, 80% of respondents admitted that UGC impacts their buying decisions. This has led to the rise of UGC creators. Expect massive marketers and brands to reach out to UGC creators to boost audience engagement on Instagram.

3 Instagram Reels from UGC Creators

Pro Tip: Use social media channels such as Facebook, Twitter, and LinkedIn or platforms like Upwork and Fiverr to discover UGC creators. You can also use an influencer marketing platform like Pixlee TurnTo to build your own database of creators and manage their content in one place.

3. Reels will dominate the algorithm

According to Statista, Reels have proven to be the most successful content format in terms of reach (33.8%) and likes (35.4%). Take a look at your brand's Instagram feed or Explore page, and you're likely to see Reels as suggested content from your community.

Mark Zuckerberg, Meta Chief, stated that over 15% of Instagram's feed is delivered via its intelligent AI-powered recommendation engine. He expects the number to rise "more than double" by the end of 2023. Use Reels to your advantage and establish a strong presence on this platform by reaching new audiences. 

Like TikTok videos, Reels are a great way to share UGC and influencer content, two incredibly powerful types of posts to boost engagement, website traffic, and conversion. They can also be repurposed to share on Instagram stories, highlights, and even off of the app.

Instagram Reel Screenshots from Alo Yoga and AllMax Nutrition

Pro Tip: Increase the frequency of publishing relevant and helpful Reels aligning with your brand vision, making sure to post them at the right time. This can help you get featured on the IG feed of your target audience.

4. Brand accountability will become more critical 

The Instagram team is committed to reducing the spread of misinformation on their platform. 

Screenshot of Instagram's FAQ Section on false information


You can expect the platform to take stricter actions in 2023 and beyond. They are harnessing the power of cutting-edge tools and community feedback to identify and penalize accounts that spread false information. 

This is why it's crucial to verify and fact-check every single thing you post from your brand accounts. Ensure you're getting the proper permission to reshare content from users like your customers and influencers to protect brand safety.

Screenshot of Michelin tires Instagram post featuring customer UGC

Brand accountability is something that the platform will not compromise. More than that, users can call out your brand open on the platform for any mistake. This can impact your brand's reputation and ROI. 

Pro Tip: If you are into influencer marketing, hire influencers that resonate with your brand values and use a platform that protects your brand. Count on Pixlee TurnTo's influencer marketing tool [Pixlee TurnTo is now Emplifi] to find the right influencer. This tool can help you find, manage, and measure creator partnerships without hassles.

Establishing a powerful presence on Instagram is vital for brands to boost their engagement and ROI. However, the ever-evolving nature of this platform can make it challenging for marketers to stay up-to-date on trends and new features. Your social marketing strategy should evolve with each Instagram update. Leverage the Instagram trends shared in this post to outsmart your competitors this year and beyond.

Editor's Note: This article was originally published on Any statistics or statements included in this article were current at the time of original publication.

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