Instagram has launched a regional campaign called Trendships. The campaign aims to celebrate a form of connection emerging through Direct Messages (DMs).
Recognising how the act of sharing relatable memes is evolving into a unique vehicle of social communication and bonding across all ages, Instagram is coining a new term, Trendships. A combination of ‘friendships’ and ‘trends’, Trendships captures how Instagram users leverage playful or meaningful content to navigate cultural trends.
“Trendships is not about sharing popular or viral content; it is about creating community over shared experiences and interests,” said Nada Enan, Head of Communications, Middle East & North Africa, Meta.
According to the latest stats from Meta, people reshare Reels over 3.5 billion times, showcasing how often people are communicating with each other. Trendships anchor on the simple act of ‘sharing’ – through Reels, GIFs, videos, or memes – via DM.
“People are exchanging content that resonates, from humorous memes to motivational Reels, redefining how people nurture intimate connections, exchange values and, in many cases, let loved ones know they are thinking about them with just a few taps. It underscores how social platforms are increasingly pivotal to building community in our daily lives and evolving how we communicate in the digital era,” continues Enan.
In launching the new term, Instagram collaborated with content creators across the Middle East, Turkey, and the broader African regions to share their take on Trendships, using the ‘whatsyourtrendship’ hashtag. Creators such as Anas El Hajj, Azam Alawaidhi, Amina Hussein, Gloria Olorunto, Jesse Adisa, Büşra Zeynep Çetin, Elif Uluğ, Hilal Çavdaroğlu, Primo Baloyi, Vafa Naraghi all participated in the campaign, with memes or skits showcasing the initiative.
