What Is the 2016 Trend? Why “2026 Is the New 2016” Is Going Viral on Instagram
The 2016 trend is a viral social media phenomenon where users post throwback photos, videos, and memories from 2016, driven by nostalgia for what many remember as a simpler era of social media and pop culture.
What Is the 2016 Trend on Instagram?
The 2016 trend is a social media movement that began in late December 2025 and exploded in January 2026. It centers on the phrase "2026 is the new 2016," with users across Instagram, TikTok, and other platforms sharing throwback content from exactly one decade ago. Think grainy iPhone photos, oversaturated VSCO filters, Snapchat dog ears, flower crowns, and the unmistakable aesthetic of mid-2010s internet culture.
The trend kicked off when TikTok user @taybrafang posted a montage of 2016 moments on New Year's Eve 2025. Within hours, the hashtag #2016 began spreading as users dug through their camera rolls and Snapchat memories to share their own throwbacks. Celebrities from Kylie Jenner to John Legend quickly joined in, posting everything from old selfies to personal milestones from that year.
What makes this trend distinctive is its specificity. Unlike general throwback posts, participants embrace the exact aesthetics of 2016: matte lips, bold eyebrows, choker necklaces, skinny jeans, and photos edited with filters like Clarendon, Gingham, and Valencia. Its not just about sharing old photos but about recreating the feeling of that particular moment in internet history.
Why 2016 Resonates So Strongly
For millennials and older Gen Z users, 2016 represents something specific: the last year before everything changed. Its remembered as a time when social media felt less algorithmic, less curated, and more genuinely social. You followed your actual friends, not influencers. Feeds were chronological. And it was perfectly acceptable to post a blurry photo of your brunch.
A Pre-Pandemic Innocence
Much of the nostalgia stems from 2016 being four years before the COVID-19 pandemic fundamentally altered daily life and online interaction. For many users, the year represents an innocence that feels permanently out of reach. Content creator Steffy Degreff told NBC News that 2016 was "the beginning of the end of a golden era when people felt really good about the internet and social media."
The Algorithm Fatigue Factor
Todays social media platforms are dominated by AI-driven feeds, creator economics, and content optimized for engagement rather than connection. In contrast, 2016 Instagram felt like a shared playground. YouTuber Rosanna Pansino explained to TODAY that "content creators really had more fun because a lot of people weren't concerned about algorithms." The trend reflects a collective yearning for that unpolished authenticity.
Cultural snapshot from 2016: Pokemon Go took over sidewalks everywhere, Beyonce dropped "Lemonade," the Mannequin Challenge went viral, and The Chainsmokers' "Closer" was inescapable. Instagram launched Stories that year, Snapchat filters were at peak popularity, and VSCO presets defined the visual language of an entire generation.
The 2016 Trend by the Numbers
This isn't a niche throwback moment. The scale of participation reflects how deeply the nostalgia has resonated across demographics. Here's what the data shows:
| Metric | Figure |
|---|---|
| Instagram posts with #2016 | Over 37 million |
| TikTok posts with #2016 | Over 1 million |
| TikTok search spike for "2016" | 425% increase |
| TikTok search spike for "2016 makeup" | 600% increase |
| Videos using 2016-style filters | Over 55 million |
| Snapchat searches for 2016 lenses | 613% increase |
The celebrity participation has amplified reach significantly. Kylie Jenner's throwback post captioned "You just had to be there" generated over 2.4 million likes. Other participants include Lily Collins, Charlie Puth, Hailey Bieber, Kim Kardashian, Reese Witherspoon, and dozens of Bollywood stars. Even brands like fashion label Reformation jumped in, posting photos of celebrities wearing their 2016 collections.
How to Join the 2016 Trend
Whether you're an individual looking to join the fun or a brand considering the marketing angle, participating in this trend follows a clear playbook.
Find Your 2016 Content
Dig through your camera roll, Snapchat memories, Facebook archives, and iCloud backups. Look for photos that capture the era's distinct aesthetic: oversaturated colors, those iconic Snapchat filters (the puppy dog and flower crown especially), flat-lay outfit photos, and anything featuring chokers, crop tops, or festival fashion.
Embrace the Aesthetic
The visual language matters. If you're creating new content inspired by the trend, lean into VSCO-style editing with bright saturation, warm tones, and that slightly grainy quality. Popular filters from the era include Clarendon, Gingham, and Valencia. Lowercase captions with minimal punctuation fit the vibe.
Add Context
The most engaging posts share a personal story. Where were you in 2016? What milestone did you hit? What was playing on your Spotify? The trend works because it invites reflection and connection, not just visual nostalgia.
The Marketing Takeaway
Nostalgia marketing isn't new, but the 2016 trend demonstrates its continued power. Research shows that 75% of consumers are more likely to purchase when ads evoke nostalgic memories. Millennials are especially responsive, with 61% saying nostalgia improves their perception of a brand.
For businesses, this trend offers several opportunities. Brands with archives can surface throwback content that resonates with the aesthetic. Those targeting millennial and Gen Z audiences can incorporate 2016-era visual cues into current campaigns. And everyone can learn from what this trend reveals: audiences are craving authenticity, connection, and content that feels human rather than algorithmically optimized.
The 2016 trend is ultimately about more than photos from a decade ago. Its a collective statement about what people want from social media: less performance, more presence. Less polish, more personality. Understanding that shift can inform social media strategy far beyond this single viral moment.
Need help navigating social media trends and building a strategy that connects with your audience? Explore our digital marketing services to see how we can help your brand stay relevant.
Frequently Asked Questions
When did the 2016 trend start?
The trend began on December 31, 2025, when TikTok user @taybrafang posted a montage of 2016 moments. It gained massive momentum in the first two weeks of January 2026, spreading from TikTok to Instagram and other platforms as celebrities and everyday users joined in.
Why are people nostalgic for 2016 specifically?
Many view 2016 as the last year before major cultural shifts, including the pandemic and increasingly algorithm-driven social media. The year represents a time when online spaces felt more personal, feeds were chronological, and posting was more casual and authentic. Its also exactly one decade ago, making it a natural milestone for reflection.
What content defines the 2016 aesthetic?
Key visual elements include Snapchat filters (especially the dog and flower crown), VSCO-edited photos with bright saturation, flat-lay outfit shots, acai bowl photos, and fashion like chokers, skinny jeans, and festival-inspired boho outfits. Music from artists like The Chainsmokers, Drake, and Fetty Wap often accompanies video content.
Should brands participate in the 2016 trend?
Brands with relevant archival content can authentically participate by sharing throwback posts from that era. However, forced participation without genuine connection to 2016 may feel inauthentic. The broader lesson is that audiences value nostalgia, authenticity, and content that feels personal rather than overly curated.
Last updated: January 22, 2026