In 2026, Instagram will be less about “showing off” and more about “belonging.” This is indicated by a new study that combined insights from international reports such as the Social Media Study 2026 (Metricool) and the Digital 2026: Global Overview Report.
By analyzing over 39 million posts and one million profiles worldwide, the study identified new directions for Meta's platform. The scenario demands that brands and content creators abandon overly produced aesthetics in favor of more real and niche connections.
“The 2026 user seeks authenticity. Those who insist on rigid formulas will struggle to maintain engagement,” explains Igor Beltrão, Director of Viraliza. The thesis is confirmed in practice: in recent campaigns in the Northeast, Viraliza observed that content with a “real-life” aesthetic and local accent generated a conversion rate 40% higher than traditional advertisements with high post-production.
The 10 trends for Instagram in 2026:
- Hyper-Authentic Content: The aesthetics of perfection give way to behind-the-scenes. Posts showing mistakes and real stories generate more connection.
- Creators as Own Brands: Influencers cease to be just showcases and become businesses with their own products and services.
- AI as a Creative Co-pilot: Artificial Intelligence becomes integrated into daily life for editing and data analysis, but the “human touch” is the differentiator.
- Closed Communities: The use of Close Friends and broadcast groups to retain audiences with exclusive content.
- The End of Vanity Metrics: The market shifts focus to watch time and shares instead of isolated likes.
- Native Social Commerce: The purchasing journey becomes 100% integrated within the app.
- Micro-Education: Short videos (Reels) focused on practical tips and “knowledge pills” dominate attention.
- Strengthening of Regionalism: The appreciation of local creators grows to generate deep cultural identification beyond the traditional axis.
- Purpose-Driven Storytelling: The audience demands clear positioning and values to generate social impact beyond sales.
- Long-Term Partnerships: Recurring ambassador contracts replace one-off actions to build credibility.
Connection and Belonging
According to the analyzed data, digital behavior in 2026 reflects a maturation of the user. “Instagram ceases to be a showcase for exposure and becomes a community space,” reinforces Beltrão.
The analysis concludes that adapting to these changes, especially the strategic use of regionality and the new retention metrics, will be the turning point for digital strategies seeking real results in the coming year.
