In an era where digital landscapes are rapidly evolving, India’s ‘Gen Z’ population is expected to be at the forefront of shaping global trends on Instagram in 2024. This demographic, born between 1996 and 2010, is already showing signs of becoming influential trendsetters in various domains, including careers, sports, gaming, and fashion.
Meta, the parent company of Instagram, is focusing keenly on this segment. With India leading Instagram’s global user base, the expectations are high for Indian ‘Gen Z’ users to dictate trends and drive conversations on the platform. This prediction is backed by data from research firm Statista, indicating that India has nearly 230 million daily active Instagram users, surpassing the United States, Brazil, and Indonesia.
Paras Sharma, Director of Content and Community Partnerships for Meta in India, highlights the unique qualities of the Indian Gen Z cohort. Their entrepreneurial spirit and dedication to personal interests and self-improvement set them apart. They are not just following global trends but are also carving out their own unique paths.
A significant trend noted by Instagram’s Trend Talk survey is the focus on personal growth and development. Around 43% of Indian Gen Z respondents are looking forward to 2024 as a year of self-improvement. Additionally, there’s a strong inclination towards entrepreneurship, with many believing that starting and running their own business is a key to success.
Content trends are also expected to evolve, with a push towards more life advice, day-in-the-life-of stories, and professional insights. This shift is partly driven by the desire for relatability with public figures, including celebrities and athletes.
Sports fandom, particularly for cricket and football, is another arena where India’s Gen Z is setting trends. Meta points out that India has the highest percentage of sports superfans globally. Popular teams like the Indian Cricket Team, Barcelona, Real Madrid, Royal Challengers Bangalore, and Chennai Super Kings are expected to remain in the limelight in 2024.
Beyond sports, Indian Gen Z’s interests span across music, gaming, and fashion. Enthusiasts for BTS, Taylor Swift, AR Rahman, Shreya Ghoshal, Anirudh, and popular games like Minecraft, Fortnite, Call of Duty, and Roblox are making their mark. In fashion and lifestyle, there’s a growing interest in DIY fashion and experimenting with new food and ingredients.
This understanding of trends and preferences is gleaned from a comprehensive survey conducted by WGSN and Instagram, encompassing responses from about 5000 participants across multiple countries, including India. The survey delved into Gen Z’s perceptions of work, relationships, fashion, beauty, food, and social media.
As we approach 2024, it’s clear that India’s Gen Z is not just following global trends but actively shaping them. Their impact on Instagram is a testament to their growing digital influence and the unique cultural footprint they are creating in the digital world.