What Makes an Instagrammable Moment?
In the last decade, the concept of the ‘Instagrammable’ moment has become an undeniable force in culture, events, and brand activations. For those of us working in brand experience, it’s no longer just a consideration but often a key driver of how an event is designed - after all, a single image or video, shared at the right time, can extend the reach of an event far beyond the physical space it occupies.
As a ‘Zillennial’ (wedged between a Gen Z and a Millennial), I find myself sitting between the two worlds. Growing up with the rise of Instagram and TikTok shaping both my social life and creative outlook, I’ve witnessed firsthand how these platforms influence what we choose to experience, how we document it, and ultimately how we remember it.
But what actually makes something Instagrammable? It’s tempting to reduce it to a striking backdrop or a neon sign in a corner, but the reality is much more nuanced. The most succes.sful Instagrammable moments blend aesthetic appeal with interactivity, individuality, and cultural relevance. To me, ‘Instagrammable’ simply means capture worthy; something that resonates enough with an attendee that they want to save and share it, and trends play a central role in this.
In 2025, we’re seeing monochrome palettes and nostalgic concepts garnering attention, and more generally concepts with strong thematic direction and personality are striking a chord with Gen Z, from ‘Fishermancore’ to ‘Cottage Core’. To keep the agency on top of these trends, I run a monthly session with Abbie Winterford, our social media & marketing executive, and Jay Davis, our senior creative strategist. Together we dissect what’s circulating online, whether that’s a colour palette, a viral catchphrase, or a new content style, and think about how it can be translated into the work we do.