Instagram’s Trendships campaign celebrates connection through DMs, showcasing how users share memes and videos to build lasting relationships
[dropcap]I[/dropcap]nstagram has unveiled its latest regional campaign, introducing the concept of “Trendships” — a blend of “friendships” and “trends” — to spotlight how users connect by sharing relatable memes, videos, and other content through Direct Messages (DMs).
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Trendships represent a unique form of digital connection where users share playful or meaningful content to nurture relationships. From humorous memes to motivational videos, this growing trend reflects how Instagram has become a medium for expressing emotions, sharing values, and staying connected with loved ones.
“Trendships is not about sharing viral content; it’s about building community over shared experiences and interests,” said Nada Enan, Head of Communications, Middle East & North Africa, Meta.
“It highlights the evolving role of social platforms in fostering meaningful communication in today’s digital age.”
The introduction of Instagram Reels has been pivotal to this phenomenon. With users resharing Reels over 3.5 billion times daily, Instagram has cemented its role as a platform for engagement and bonding.
The simple act of sharing relatable or inspiring content via DMs has become a cornerstone of modern relationships, creating intimate and memorable connections.
Instagram’s campaign, #WhatsYourTrendship, features collaborations with prominent creators and platforms, including popular Nigerian comedian Maraji, KraksTV, and Zikoko.
These partners are bringing the concept to life by sharing their favourite Trendships on Instagram, showcasing how this cultural movement resonates across communities.
Trendships are a testament to how Instagram is redefining communication.
By bridging gaps through shared moments, the platform empowers users to maintain connections across distances, using content as a universal language.
Instagram’s Trendships campaign is a celebration of connection, proving that even a simple meme or video can bring people closer together.
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Through this initiative, the platform continues to demonstrate its commitment to fostering communities and evolving digital communication.
Ojelabi, the publisher of Freelanews, is an award winning and professionally trained mass communicator, who writes ruthlessly about pop culture, religion, politics and entertainment.
