Instagram Launches “Trendships” to Celebrate Connections Through DMs

Instagram has introduced a fresh concept, “Trendships,” a term that highlights the growing significance of social connections forged through Direct Messages (DMs). With over 3.5 billion Reels reshared daily, Trendships epitomize how users connect by sharing meme-worthy, humorous, or meaningful content with friends, family, and acquaintances.

This regional campaign celebrates a new form of communication where sharing relatable memes and light-hearted content transforms into a unique bond across all age groups. By combining “friendships” and “trends,” Trendships underscore how Instagram users stay close to distant loved ones, express emotions, and engage with cultural moments through playful or heartfelt content.

The rise of Trendships aligns with the popularity of Instagram Reels, which has become a bridge for individuals to communicate, engage, and nurture relationships.

Nada Enan, Head of Communications, Middle East & North Africa at Meta, explained, “Trendships are not just about sharing viral content; they’re about building community through shared experiences and values. From humorous memes to motivational Reels, people are using Instagram to strengthen bonds, express care, and redefine how we connect in the digital era.”

Trendships revolve around the simple act of sharing content—be it Reels, GIFs, videos, or memes—via DMs. According to Meta’s latest data, Reels are reshared over 3.5 billion times daily, showcasing how integral the platform has become in fostering connections and reshaping communication.

Instagram’s new initiative highlights the platform’s role in nurturing digital communities and evolving how people engage in today’s connected world.