I have been active on Instagram since 5 January 2011. While some platform changes can be frustrating, it remains an essential visual space for me. In recent years, the meetings and events industry has increasingly embraced Instagram as a key content creation and engagement tool. Experienced professionals and well-established brands continue to enhance the quality of their content, while new social media managers experiment with formats such as Instagram Reels.
The best platform for the MICE industry
Meeting industry professionals, trade show and conference organisers, as well as hotels and convention bureaux, are leveraging Instagram to enhance visibility, drive sales, build communities, and engage attendees. It is evident that Instagram is an ideal platform for the MICE sector. Its ability to support visual storytelling, combined with a diverse range of content formats (photos, Stories, Reels, Live), allows for compelling and dynamic communication.
Data
Data confirms this trend—Instagram is becoming a pivotal communication channel during major international industry events. At IMEX America 2024 in Las Vegas, the official hashtag #IMEX24 and related keywords were monitored across social media for a month. Analysis revealed 2,275 mentions across various platforms, with Instagram accounting for 52% of them. Find out more here IMEX America in Las Vegas Social Listening Report.
A similar impact was observed during IBTM World 2024 in Barcelona, where Instagram generated over 35% of total mentions in the monitored period (before, during, and after the event). Discover more IBTM World 2024 in Barcelona Social Listening Report.
In Poland, the Event Industry Forum (FBE), held annually in January, has also seen a notable increase in Instagram content shared by both organisers and attendees over the past three years. This underscores Instagram’s growing significance in the Polish events sector. As an attendee myself, I always leave FBE with outstanding photos and engaging Reels.
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According to DataReportal, short-form video now dominates Instagram, comprising 42% of all content. In its race to compete with TikTok and capture active users, Meta has significantly reshaped Instagram’s DNA. Who still remembers when the platform was known primarily for square-filtered photos? Today, images rank second at 38%, while carousel posts account for 20%. This shift sends a clear message to users and content creators – engaging short-form video is now the primary tool for reach and interaction.
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Opportunities
Event organisers are increasingly designing event spaces with visual appeal in mind, encouraging attendees to create and share content. Eye-catching installations and activations entice guests to take photos and create Stories. Strong branding elements, such as large-scale logos, photogenic backdrops, and dedicated selfie zones, successfully capture participants’ attention.
A prime example is IMEX, which rebranded in 2023 and introduced a large new logo at the centre of the Messe Frankfurt exhibition hall—one of the most photographed spots at the event. IBTM and other leading B2B event organisers are following suit. Similarly, well-designed education zones and panel discussion stages attract smartphone cameras with their aesthetics and vibrant colours.
Instagram Updates in 2025
What’s new this year? As a long-time Instagram user, one surprising change is the shift from square to rectangular feed layouts, impacting profile aesthetics. I sympathise with those who spent years curating seamless grid layouts using square images.
Additionally, Instagram now allows up to 20 photos or videos in a single carousel. Features such as Poland Convention Bureau stickers for Instagram Stories offer new opportunities for content personalisation. Simply entering “PolandCVB” in the GIF search bar reveals 35 custom-designed stickers featuring city symbols, congress venues, exhibition spaces, and event-related hashtags.
Currently, video editing within the Instagram app remains cumbersome, which is why I avoid it. However, I have high expectations for Instagram’s upcoming video editing app, “Edits,” set to launch in March 2025. This tool promises to simplify the creation of professional video content without relying on third-party software such as CapCut, VN, or Canva.
The future
These recent and upcoming updates will inevitably influence MICE industry communication strategies. Instagram has become an integral component of event marketing. As we step into 2025, event organisers, hotels, and convention bureaux should reassess and adapt their strategies to capitalise on new features. A strong focus on short-form video, interactive Stories, and event space design that facilitates content creation will be crucial for maximising engagement and visibility in the ever-evolving digital landscape.
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