7. Food content is trending on Instagram

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Brands can also share collaborative posts with partners and influencers. Users can “invite collaborators” to a post as well as tag brands in paid partnerships, having both involved accounts show up—and publishing the post to both collaborators’ profiles.

To see what they look like, check out this collaborative post done by food blogger, Appetite Foodie, and Bang Bang Oriental, a food hall in London:

The influencer Appetite Foodie on Instagram creating a collaborative post with a food hall, Bang Bang Oriental
But perhaps the most exciting update is the launch of Instagram’s Creator Marketplace. It’s kind of like Instagram’s own influencer management platform where brands can find creators to work with, share usa b2b leads campaign ideas and structured outlines with them, manage communication, discuss compensation and more all in one place.

a screenshot of Instagram Creator's Marketplace's dashboard
Image Source: Instagram

Creator Marketplace is currently only available to brands in the US. Businesses interested in joining the marketplace can fill out this form.

If you’ve been on Instagram for a while, you know food content is big on the platform. We’re not just talking beautiful, mouthwatering photos of food. This year, it’s also about quick, easy and healthy recipes and Reels users can’t stop watching.

And it makes sense. Most people on Instagram are 18-34 years old—an age group that significantly contributes to food culture online. On top of that, Gen Z isn’t afraid of what’s trending on the plate. In fact, they’re fascinated by it. A notable 45% are intrigued by vegan products, while 42% are willing to try plant based meat.

Plus, when you look at larger societal shifts towards saving money as well as health, wellness and mindful eating, it’s easy to see why users want more content about making and consuming restaurant quality food at home.