2016 Trend on Social Media: What This Is All About & How to Use It on Your Brand’s Account
Discover the 2016 Instagram Reels trend and learn how brands can use nostalgia to engage audiences. Tips, content ideas, and Reels strategies for fashion, food, tech, and more.
Remember 2016? It was a year of Pokémon Go, Beyoncé’s “Lemonade,” Snapchat puppy filters, and the rise of overdrawn Kylie Jenner lips. For many, it also marked what some now call the “last good year” before politics, media, and the internet became overwhelmingly polarized.
Now, nearly a decade later, Instagram Reels and TikToks are bringing back a wave of 2016 nostalgia, with celebrities and everyday users sharing throwback photos and videos from the mid-2010s. You've probably seen at least once in your feed those TikTok and Instagram users applying hazy purple-blue filters, sharing throwback photos, and reviving fads like chokers, skinny jeans, and Snapchat dog ears, driven by the 10-year anniversary.
This trend isn’t just about reminiscing; it’s a chance for brands to engage with audiences through creativity, humor, and cultural memory. Here’s what you need to know and how your brand can use the 2016 trend on Reels.
Why 2016 Is Trending Again
The trend taps into nostalgia. Photos and videos from 2016 remind people of a time when social media felt simpler, more communal, and less overwhelming. According to Jessica Maddox's comments to CNN, associate professor at the University of Georgia, social media back then allowed people to “follow the same stories, partake in or make fun of the same trends… and discuss the same appointment TV.” In other words, 2016 offered a shared cultural moment, something audiences crave in today’s fragmented online world.
Celebrities have led the way in this trend. Kylie Jenner posted throwbacks to the launch of her iconic lip kits, Karlie Kloss shared images with chokers and Snapchat filters, and Lena Dunham revisited her “Girls” era. Even brands like Free People are participating, using the aesthetic of 2016 as part of their marketing strategy.
The appeal is partly aesthetic: blocky brows, tight jeans, heavy makeup, maximalist styles, and vintage Snapchat effects. It’s also about mood, a mix of fun, carefree energy and nostalgia for pre-2020 internet culture.
What Were Actual 2016 Trends?
Social media in 2016 saw explosive growth in live video streaming on platforms like Facebook Live, alongside emerging features such as chatbots, disappearing content on Snapchat, and early virtual reality experiments.
Key viral challenges included the Mannequin Challenge, where groups froze in place like statues while filmed to Rae Sremmurd's "Black Beatles," spreading across Instagram, Twitter (now X), and even the White House.
Memes defined 2016 feeds: Harambe the gorilla sparked endless tributes like Arthur's Fist; "Damn Daniel" hyped white Vans; Evil Kermit debated inner selves; and Dat Boi featured a unicycle frog.
In terms of pop culture trends, 2016 buzzed with viral apps like Pokémon GO, which dominated summer with AR hunts, plus fashion staples like chokers and bodysuits that shaped millennial style.
Beyoncé's visual album Lemonade sparked "Becky with the good hair" memes, while Drake's Views and Kanye's The Life of Pablo fueled endless streams and debates. Zara Larsson's "Lush Life" and Rae Sremmurd's "Black Beatles" powered dance challenges.
Stranger Things exploded on Netflix with '80s nostalgia, Eggo waffles, and Eleven mania; Game of Thrones Season 6 peaked with epic twists, and hits like Deadpool, La La Land, and Captain America: Civil War packed theaters.
How Brands Can Use the 2016 Trend on Instagram Reels
The beauty of this trend is its versatility. Whether your brand is fashion, food, tech, or B2B, 2016 nostalgia can be adapted for creative Reels content. Here are some ideas:
Fashion & Beauty
Outfit throwbacks
- Show a split-screen Reel: one side with iconic 2016 fashion (like chokers, high-waist jeans, crop tops), the other side showing your current collection.
- Create a “Then vs Now” challenge where followers try a 2016 trend with your product.
- Use captions like “2016 called… they want you to try this look again!” to add humor and relatability.
Makeup tutorials
Remember those trends like bold brows or Snapchat-inspired filters? You can demonstrate your products with this nostalgic twist.
- Use 2016 makeup trends like heavy contouring, bold brows, or overlined lips, then transition to a modern twist with your products.
- Add retro Snapchat-style filters or early Instagram effects to make it feel authentically 2016.
- Encourage user participation: “Show us your 2016 makeup vibe with #BrandThrowback!”
Before & after
- Post Reels showing your product evolution or style updates since 2016.
💡Example: “Remember our first lip gloss? Here’s how far we’ve come!”
- Add old product images or behind-the-scenes clips for authenticity.
Food & Beverage
Retro menu items
- Highlight drinks, snacks, or dishes that were viral in 2016, like unicorn lattes, rainbow bagels, or specialty milkshakes.
- Show a step-by-step Reel recreating them using your brand’s products.
- Overlay text: “Back to 2016 – the year food got colorful!”
#TBT recipes
- Share recipes that went viral in 2016 with a modern twist.
💡Example: a Reel starting with a 2016 TikTok food trend, then showing how your product makes it easier/better.
- Include 2016-style text graphics or music to enhance nostalgia.
Visual storytelling
Nothing sparks nostalgia like filters and music.
- Use 2016 hit songs to create Reels around your menu or products.
💡Example: show a “day in the life” of a barista or chef with 2016 music in the background.
- Encourage engagement: “Tag a friend who loved this 2016 snack!”
Tech & Gadgets
Throwback tech
- Show old devices, apps, or gadgets from 2016 next to your current product.
💡Example: an iPhone 6 vs your latest phone accessory, or old camera vs modern gear.
- Include fun captions like “From Snapchat filters to AR lenses – see how far we’ve come!”
Trend mashups
- Integrate 2016 trends like Pokémon Go, Snapchat AR effects, or Vine-style looping videos to make playful Reels.
💡Example: overlay your tech product into a “then and now” AR challenge.
How-to guides
- Show tutorials with retro 2016 graphics or text animations.
💡Example: “Remember how we used to edit photos in 2016? Here’s the modern version using our app.”
- Add playful, retro-style transitions or grainy filters to match 2016 aesthetics.
Entertainment & Media
Pop culture recap
- Create Reels showcasing iconic 2016 events: Beyoncé’sLemonade, Taylor Swift vs Kim Kardashian, or viral internet challenges like the mannequin challenge.
- Tie your brand’s content to these trends: “Remember 2016? Here’s how we celebrated in our office!”
Interactive quizzes
- Use Instagram quiz stickers with 2016 pop culture questions.
💡Example: “Which 2016 meme are you?” or “Guess the 2016 hit song from this clip!”
Recreate viral moments
- Reimagine 2016 viral videos or memes in your brand’s style.
💡Example: a “Snapchat dog filter” challenge with team members using your product.
- Encourage duets or user participation to increase reach.
B2B & Professional Brands
Nostalgic industry insights
- Share a 2016 vs 2026 industry comparison in a visually engaging Reel.
💡Example: “Marketing tools in 2016 vs today – see how our platform evolved!”
- Add graphs, screenshots, or short clips to illustrate progress.
Team throwbacks
- Post behind-the-scenes Reels of your team, office, or projects from 2016.
- Add captions like: “Our journey started here…”
- Humanizes your brand and builds authenticity.
Trend analysis
- Create educational Reels showing how social media, marketing strategies, or your niche evolved since 2016.
💡Example: “2016 was the year Instagram Stories launched – here’s what we learned then vs now.”
- Keep it snappy with quick transitions, bold text, and 2016-style music for nostalgia.
💡 A Few Tips for Successful 2016 Reels
- Instagram’s audio library has 2016 hits that instantly evoke the era, so you can combine nostalgic music with retro filters for authenticity.
- The best 2016 content is fun and light-hearted, not overly serious. Humor and self-awareness go a long way, so keep it relatable.
- Encourage followers to post their own 2016 throwbacks using your branded hashtag or duet your Reels. Questions like “Remember this trend?” or “Who wore it best?” boost interaction.
- Tie it back to your brand: Make sure the nostalgic content still highlights your products, services, or values—nostalgia should enhance, not overshadow, your brand story.
Wrapping Up
The 2016 trend on Instagram Reels is more than a flashback; it’s a cultural lens through which audiences are looking for simpler, happier moments. For brands, it offers a versatile, creative way to connect with followers, boost engagement, and show personality. Whether through fashion, food, tech, or professional insights, 2016 Reels let brands participate in nostalgia while staying relevant today.
As Maddox notes, “Nostalgia is always complicated, because we think that by doing or consuming something, we can have the same feeling we had back then, which can never be the case.” But in marketing, capturing even a fragment of that sentiment can make audiences feel closer to your brand—and who doesn’t want to scroll down memory lane with a purpose?