Instagram Introduces ‘Trendships,’ New Term That Celebrates Social Connections Through DMs

With 3.5 billion reels reshared daily, trends embrace the relationships forged while sharing meme-worthy, light-hearted, or meaningful content via direct messages.

Instagram has launched a regional campaign to celebrate a form of connection emerging through Direct Messages (DMs). Recognising how the act of sharing relatable memes and light-hearted content with friends, family and acquaintances 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,” trends capture how Instagram users leverage playful or meaningful content to stay closer to distant loved ones, express complex emotions, and even navigate cultural trends. The phenomenon gained traction with the launch of Instagram Reels and has rapidly become a bridge for individuals to communicate, engage, and stay in touch.

“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. “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.”

Trendships anchor on the simple act of “sharing”—through” reels, GIFs, videos, or memes—via DM. According to the latest stats from Meta, people reshare Reels over 3.5 billion times every day, reinforcing how prolifically the platform is used to communicate and engage.

Embracing the new term, Instagram has partnered with popular comedy creator Maraji  and media platforms like KraksTv, Zikoko  in Nigeria to spread the word about trends with their creativity. The #WhatsYourTrendship campaign was revealed with fun, light-hearted content from Maraji, Zikoko and KraksTv showcasing their favourite trendships on Instagram.