Instagram trends for consumer brands in January 2026 are leaning toward identity, humor, and everyday relatability. The Reels performing best right now don’t rely on heavy edits or forced storytelling. Instead, they use familiar audios and simple formats to reflect real-life moments, emotions, and contradictions that audiences instantly recognize.
Below are the consumer-brand Instagram Reel trends gaining traction right now and how brands can realistically plug into them.
1. The “Hi, I’m Kim Kardashian” Multi-Identity Audio Trend
The viral Kim Kardashian audio that begins with “Hi, I’m Kim Kardashian West. I’m a mother, a millionaire…” has resurfaced across Instagram Reels. The audio is being used to highlight how one person can hold multiple identities at once: personal, professional, emotional, and aspirational.
Best suited for:
D2C brands, lifestyle brands, wellness, skincare, fashion, creators, solopreneurs
How to use this trend:
Use each line of the audio to represent a different role or identity
Pair roles with simple visuals: routines, outfits, environments
Keep transitions clean and natural
Let the list feel factual, not exaggerated
2. “Not Cute Anymore” Walking Trend (ILLIT Official Audio)
A viral visual illusion where one person appears unusually short while walking, created through camera framing. The trend is blowing up with couples and best friends because it looks instantly confusing and funny on first glance.
Best suited for:
Fashion brands, cafes, lifestyle brands, couples, youth-focused consumer brands
How to use this trend:
Film a confident walking shot
Lean into physical contrast or styling contrast
Let the walk and body language carry the Reel
Avoid overacting; confidence is the hook
3. “Reach Flow State” POV Trend
This trend shows people deeply immersed in a routine or task, paired with POV text that ends with “I genuinely reach flow state.” The content feels calm, focused, and oddly satisfying.
Best suited for:
Skincare, wellness, fitness, food brands, productivity-focused creators
How to use this trend:
Film a repetitive or soothing routine
Add a POV describing focus or immersion
Keep visuals steady and unhurried
Avoid clutter; simplicity enhances the effect
4. “Client Oversharing on Call” Audio Trend
This trend uses an audio where the person on the call begins oversharing emotionally, while the POV text highlights a completely unrelated professional concern; like waiting for basic client details.
Best suited for:
Service-based consumer brands, real estate, salons, agencies, consultants
How to use this trend:
Add a POV setting up a professional expectation
Film a reaction shot during the “oversharing” audio
Use expressions instead of dialogue
Keep the setting realistic and minimal
5. “Used at My Own Convenience” Viral Audio
This audio is being reused across contexts to highlight mildly frustrating or ironic everyday situations often involving family, habits, or small betrayals.
Best suited for:
Household brands, lifestyle pages, food brands, creators
How to use this trend:
Write a POV describing a relatable inconvenience
Use a single reaction clip or visual
Let the audio deliver the humor
Keep it light and familiar
6. “This Is Your Business, This Is My Business” Format
This format shows a woman inflating a price while speaking to her husband on call, followed by the audio line “This is your business, this is my business.” The humor revolves around financial negotiation and selective honesty.
Best suited for:
Retail brands, lifestyle pages, humor creators, consumer services
How to use this trend:
Set up a clear price-related POV
Use dialogue text sparingly
Focus on expressions and timing
End on the punchline without explanation
7. “Reading Bad Reviews to Fire Me” Founder Trend
This trend shows a brand owner or team member reading a negative or dramatic review on screen, followed by a light, self-aware reaction that subtly flips the narrative. Instead of attacking the reviewer, the Reel acknowledges feedback with humor and confidence.
The tone isn’t defensive. It’s calm, slightly ironic, and human—showing that the brand is listening without taking itself too seriously.
Best suited for:
Founder-led brands, cafes, restaurants, local businesses
How to use this trend:
Open with the POV text
Film a simple reaction or skit
Reveal ownership in the final beat
Keep humor self-aware, not defensive
8. Calm Setup + Meme Reaction Sequence Trend
The Reel begins with a calm photo or video and a neutral POV, then quickly shifts into a series of meme reaction clips that escalate the emotion.
Best suited for:
Consumer brands, meme pages, youth brands, lifestyle content
How to use this trend:
Start with a soft, neutral visual
Add a POV that sets context
Transition into recognizable meme reactions
Keep pacing tight to maintain impact
9. “10 Things You Need to Do…” Shortcut Format
This trend sets up a list like “10 things you need to do…” and immediately cuts it short with a punchline like “First, call me. I’ll take care of the rest.”
Best suited for:
Service brands, local businesses, personal brands, agencies
How to use this trend:
Set up a numbered expectation
Cut quickly to the shortcut solution
Use confident visuals
Avoid overexplaining the offer
10. “How Often Do You…?” Everyday Habit Audio
This trend uses an audio that answers the question “How often do you…?” with “Everyday. Not all day, but everyday.” It’s used to highlight consistent habits or routines.
Best suited for:
Wellness brands, fitness, skincare, food, habit-based products
How to use this trend:
Show a routine or repeated action
Add the POV question on screen
Keep visuals simple and honest
Let consistency be the message