Microtrends top Instagram analytics in 2023

Chong Da-jeong, head of Instagram Communications at Meta Korea, speaks during a press conference at the company’s office in Seoul, Tuesday. Korea Times photo by Baek Byung-yeul

Users of the popular social media platform Instagram focused on various microtrends reflective of their individual personalities and interests, rather than following any one single, uniform trend this year, according to Meta Korea, Tuesday.

“We conducted a survey on Generation Z ... Surprisingly, the trend for 2023 was that there was no trend,” Chong Da-jeong, head of head of Instagram Communications at Meta Korea, said during a press conference in Seoul. “This implies that rather than everyone following the same trend, individuals focused on their tastes, personalities and interests.”

Instagram conducted a survey in collaboration with the consumer data research platform OpenSurvey, targeting 1,000 Instagram users aged 16 to 24 in Korea.

According to the survey, the types of content the users view most on Instagram are humor at 22.5 percent, daily life at 16.8 percent, pets at 12.1 percent, creators and celebrities at 11.2 percent and fashion at 9.5 percent. The survey showed a diverse distribution revealing that interests are wider than ever.

“In Korea, there was a particular tendency to focus on microtrends, which are cultures enjoyed by a minority rather than the mainstream or the gaze of others,” Chong said.

Instagram added this tendency to focus on one’s own interests has been become a global trend. According to a survey conducted by Instagram with more than 5,000 Generation Z users in the U.S., the U.K., Brazil, India and Korea, 25 percent of all respondents answered that 2024 will be the era of "being unapologetically myself."

Particularly in Korea, 44 percent chose this keyphrase, showing a tendency to focus more on themselves compared to people other countries.

“Instagram is a place where you can focus on what you like, connect with people with the same interests and form a community," Chong said explaining the usage pattern of Instagram by Generation Z.

Instagram also announced that it is launching a subscription service that will allow content creators using the short video platform Reels to generate income through the videos they post. The service is currently in the testing phase and can generate income through a monthly subscription fee.