7 Key Instagram Stats & Demographics

Updated for 2020

There are more than 7 billion people on earth. And 1 billion of those people are on Instagram. That means every 7th person uses this visual-based social media network. Launched in 2010, and eventually bought in 2012 by Facebook (with more than 30 million users back then), Instagram offers a huge opportunity to connect with your current and potential customers, as well as, your followers and fans. The growth has been tremendous, which makes Instagram one of the most well-known and most widely-used social media platforms of all.


You already know that you can leverage any platform if you have a clear understanding of the audience you can reach there – and whether or not it aligns with your target audience… To find this out, let's jump into the key stats about Instagram and its users!

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Instagram users by country

You would probably guess that the U.S. is the leading country on Instagram. It indeed is. According to Statista, more than 116 million Americans use Instagram, followed by India with 73 million users and Brazil with 72 million Instagrammers. You may wonder why China is not one of the listed countries. Instagram (as well as other platforms like Google and Facebook) are blocked and instead, users have access to local platforms like WeChat or QQ. On the other hand, Asian countries like Indonesia, Japan and India, represent a strong area where Instagrammers are very active.

IG users by country

Source: https://www.statista.com/statistics/578364/countries-with-most-instagram-users/

Age & Gender

Similar to Facebook's stats, the group of 25-34 year-old users is the most active one. There is, nonetheless, a stronger audience base in the range of 18-24 years. Having said that, if your target audience is based on the younger generation, Instagram is a must have in your communication mix! Especially if you're based in the U.S. where the majority of users come from. The only thing you need to keep in mind, is the principle on which this platform is built – visual content. If you can create engaging visual posts, Instagram is a channel for you. If not, rethink your communication channels thoroughly.


When it comes to gender, 48:52 is the ratio between male and female Instagram users, which is fairly equal.  Obviously, everyone loves pictures and engaging videos.

Source: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/



Income structure

“What purchase behaviour can I expect on Instagram?” you may ask. Sure… Your marketing goals can generate more revenue, increase the ROI of your investment or bring new customers. Surprisingly (maybe), every third Instagram user completed a purchase on this platform! And that was back in 2015. Today, Instagram is striving to increase the user experience when it comes to discovering and purchasing products directly on Instagram. Instagram is aware of the fact that many businesses try to sell goods via their platform and they do their best to increase the user experience and give advertisers what they want – more users that are going to buy.


Well, now that we know users DO purchase stuff on Instagram, let's find out how much they make!

IG users income structure


The income structure is spread pretty evenly, but it's good to know that this channel is not “just for kids”. You truly can find your customers there and convert them into loyal buyers.


Time spent on Instagram

When creating your strategy for Instagram, posting times play a very important role. Make sure to constantly check your results (reach, engagement, purchase activity) based on the times you publish your content. To make your life easier, let's look at the global Instagram stats that reveal the times when users are most active!


Sprout Social has published a report that shows the following:

  • Best times to post on Instagram: Wednesday at 11 A.M. and Friday from 10–11 A.M.
  • Best day: Wednesday is the overall best day to post on Instagram
  • Most consistent engagement: Tuesdays through Fridays, 10 A.M–3 P.M.
  • Worst day: Sunday receives the least amount of engagement on Instagram
  • Lowest engagement: Occurs during late night and early morning from 11 P.M.–3 A.M.
When the people engage

Do not take this as the Holy Grail – you need to test your best-performing times and optimise according to the data that YOU get. Test, test and test...

Average time spent on Instagram

Now that you have some insight as to when the best times are to publish, let's dive deeper into how much time users spend on this international platform. In fact, people spend as much time on Instagram as they do on Facebook. That being said, you have 53 minutes a day to get in front of the eyes of an average Instagram user. Now the attention span is divided into Instagram feed, Instagram Stories, IGTV and other placements. For placements like Instastory, you have around 3 seconds to catch users' attention! Make sure to provide users with content they love. Otherwise, they won't spend a second of the 53 minute time span following your brand, those are the hard facts.


Let's look at this comparison of Instagram, Facebook and Snapchat:

Average time spent on FB, IG and Snapchat


Number of businesses using Instagram

Altogether there are more than 25 million business profiles on Instagram. In fact, 71 % of all US businesses use this platform to engage with their audience and they say that engagement rates are the key metrics for them. Instagram is all about engagement through visuals (be it picture, video or carousel). Knowing the fact that organic reach is constantly decreasing – which applies for all major platforms – businesses will be pushed to invest more into staying in touch with their audience. Today, organic reach is still around 30% on Instagram and somewhat less on Facebook. That means that you only reach around 30% of your fan base with each post you publish. The rest simply won't see the new post on their feed. This differs according to industry, but the times when you could reach the majority of your audience is long gone.

Like button hits & number of pictures uploaded

“What exactly do users do on Instagram?” you may wonder. Mostly, they engage with other users, communicate with them via Direct Messages, watch longer videos on IGTV, create Instastories, but most importantly, they like and upload pictures! Users hit the like button around 4.2 billion times a day and upload more than 95 million pictures daily! Does that sound insane to you? It may, but it surely represents a great opportunity to get your brand or product in front of the eyes of your potential customers! 

Fun facts


Numbers are easy to forget, let's sum it up!


  • There are 1 billion users on Instagram
  • USA gathers most Instagram users – 116 million users – followed by India, Brazil and Indonesia
  • 25-34 is the strongest age group, followed by 18-25 age group
  • 48:52 is the male & female ratio
  • Every third Instagram user completed a purchase
  • 31% of people make more than 75k USD per year are on Instagram (US)
  • 32% of people make more than 50-74k USD per year are on Instagram (US)
  • 32% of people make more than 30-49k USD per year are on Instagram (US)
  • Best times to post on Instagram: Wednesday at 11 A.M. and Friday from 10–11 A.M.
  • Best day: Wednesday is the overall best day to post to Instagram
  • Most consistent engagement: Tuesdays through Fridays, 10 A.M–3 P.M.
  • Worst day: Sunday receives the least amount of engagement on Instagram
  • Lowest engagement: Occurs during late night and early morning from 11 P.M.–3 A.M.
  • On average, users spend 53 minutes a day on Instagram
  • 25 million businesses use Instagram
  • 71% of US businesses are on Instagram
  • The organic reach is around 30%
  • The like button gets hit around 4.2 billion times a day
  • 95 million pictures get uploaded every day


The data pretty much speaks for itself, but the choice as to whether or not Instagram plays an important role in your communication mix is up to you. If you already use Instagram for your business, let us know! We'd be glad to hear from you on how Instagram helps your business grow.


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How to Choose the Right Online Channel for Your Business

The benefits of online marketing are: marketing perspective (obviously) which leads to customer engagement, building the brand, product discovery and all of these increase the amount of purchases. Online marketing can be done almost everywhere on the internet, so the question you may have is should you go for email, Facebook, Linkedin, Twitter or Bing? Is the “I don't know where to start” holding you back?


Most businesses have already begun to harness the unique features of social media marketing. These businesses spend as little as 6 hours per week and over 66% of businesses enjoy lead generation benefits with social media. So do not wait! A properly executed social media strategy can improve your business' search rankings, drive more website traffic and increase conversion rates. 


“Internet access has become vital for communication, obtaining information, job-searching, and participation in an ever-changing world economy. The United States, the fourth largest country (by land mass) in the world, is no exception. With over 312 million internet users as of 2018, it is one of the largest online markets worldwide” says Statista.com


It's obvious you are supposed to boost your business online, as well! So how do you find the best online channel for your business? 



Find out:

1) Who is your target audience? Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.


2) What are your social media strategy objectives? Being able to link your social media channels to your strategy’s high level objectives is essential. If you can’t explain why or how a particular channel will help you achieve your goals, then it’s more than likely you shouldn’t use it. It would be a waste of time. Always remember that the purpose of your chosen social media channels is to support the achievement of your strategic goals.

3) What channels are the people from your target audience using? After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of retired people and you chose Tik Tok as your prime channel.  


Similarly, it may not be very effective to establish your brand on Facebook if you’re only targeting teenagers. The most effective social media strategies are informed by social media demographics. 


Use data-driven insights to ensure that your strategy, and the channels you choose, facilitate the most relevant, targeted approach possible. This will help increase the chance for conversions. 


To sum it up, when choosing your social media channels, always base your decisions on demographic data, don't just go with the flow of trends. 


Define: What kind of content do you want to create? This is a relevant question as there are a bunch of different content formats you can use – some of which will complement your business goals and brand identity, and some that won’t. Certain content formats will be more suited to particular social channels than others. 


At the end of the day, personas tell you where buyers prefer to get their information. Are they bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. The same goes for your creatives. Some of the people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively. 


Don't stick to one channel!

As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.


If you haven’t yet chosen any channels, or you’d like to expand into other platforms, the Pew Research Center have conducted an analysis that outlines the key demographics for a number of social media platforms. 


Let's talk about the most common channels, so you have some ideas when picking the right ones for your business.


Demography 

Facebook -  very common! 72% of adult internet users and 62% of the entire adult population. 70% of Facebook users visit the platform daily.

Pinterest - It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population. 27% of Pinterest users use the site daily. 

Instagram - online women are more likely to use Instagram than online men (31% vs. 24%) and 28% of internet users. 59% of users visit the platform daily.

Linkedin - 25% of adult internet users. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users. 

Twitter - 23% of all internet users. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.


Are you interested in more information about the demographic of the channels? Check this analysis.


Ask yourself: What is my product/ service? Who is the ideal buyer? Where are they? What content do they like?


Once you know who you are targeting, it's easy to find out which channel or channels to use. 


Also, you can adjust your content to that channel as well as to the audience you are talking to. Once you know who you are talking to, focus on your target audience’s needs and preferences. Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need.


Remember:

Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona. 


Don't try to manage every single channel out there. It will be exhausting, chaotic, time consuming and, most likely, your audience is probably not active on every channel. Pick two to three of them, that are most suitable for your buyer, aka marketing persona, and stick to them. Manage them continuously, engage with people! Plan your posts, represent your brand identity, and track important metrics! When you're ready to manage your growing community, check out this article.

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How Do Sponsored Social Media Posts Help You Reach WAY MORE People?

Have you already come across social media posts tagged with “Sponsored”? Do you wonder what they mean and on which principle they work? Good question! An even better one would be, how can these posts help you reach way more people than you do with your organic posts – the ones that you publish on your social media timeline? In today's post, we will uncover not just that, but also concrete steps to get started!

Truth be told, you can use these types of posts to reach many more people than you do today…

But before we jump into what a sponsored post means, let's look at what it doesn't. Say that you run an Instagram profile and add posts to your profile. So do we. This is what it looks like:

Instagram Feed

These posts are the ones that appear on your social media profile and most importantly, on the feed of your followers and friends. The ratio between the number of people you reached with your posts and the total number of followers is your ORGANIC REACH. The more people who follow your profile, the more people you can reach with every one of your social media posts. Therefore, it is important to build your audience.

But what if you want to reach more people? What if you want to expand your reach to someone who hasn't liked your page yet? Both answers will be clarified, go ahead and continue reading...


In regards to the organic reach, we have to tell you the cruel truth. The organic reach is constantly decreasing. What that means for you, is that you no longer reach the same number of people as you did before. 

We have covered this topic more thoroughly in this article, but to point out the importance of this decrease, see the graph below:

Facebook Organic Reach Decline

From 2012 to 2016, the organic reach on Facebook has sunk to almost zero…


Let's do some math to understand it perfectly. Say your page or profile has 10,000 followers. Due to the organic reach decline, your organic posts may reach between 300 and 800 people based on its performance – making your organic reach between 3% to 8%. Now the chance that some of these 300 to 800 people interact with your content is way lower than if you reached 3,000 to 8,000 people (call me captain obvious). It may sound logical and totally clear, but ignoring this fact and relying solely on your organic reach may cost you your share of voice or market share. In other words, you may lose your followers, fans and customers if you don't act.


Now that we've come through what organic posts mean, let's finally clarify what these “sponsored” posts are that serve you targeted content on your social media feed…


Refresh your Facebook or Instagram feed and scroll for a few seconds… Stop, there it is! A post that looks like any other one with one small difference. It is tagged with “Sponsored” in the upper part. Can you see it?

Vogue Business on Instagram

You will find plenty of these on your feed. And most of them will be perfectly targeted at you – based on your interests and preferences. Now the key is to leverage this feature for you and your business, isn't it?


Let's dive into how this sponsored content works. Facebook, Instagram, LinkedIn, Twitter, Tik Tok and other social media platforms allow you to run ads through their advertising interfaces. You sign up, learn how the platforms work and jump straight into promoting your content. These interfaces – let's call them the Campaign Manager Accounts for now – remain unknown to “ordinary” users. It's all the magic that “happens in the background”. 


Let's take Facebook as an example. Say I want to promote our post that has been (organically) published on our timeline:


Facebook Feed

Organically we didn't reach as many people as we'd like to. Let's promote the post then…


Either in Facebook Business Manager or tools like our own app, you can follow a few steps and create your campaign – sponsor a post. By defining your goal, marketing persona, budget and message, you can expand your reach and speak to people that have never heard of your business before or show your content to followers you'd not have been able to reach organically.


Going back to our example, let's say that we want to target small business owners in California. According to data from Facebook, we could reach 290,000 people, respectively 277 to 800 people a day for less than $10 a day. 


Yes, promoted posts are about investing something into expanding your reach. But as you see, you don't have to sit on millions of dollars in marketing budget to speak to more potential customers than you probably do today. You don't even have to sit on hundreds of dollars to achieve your goal of reaching more people… 


Not to say that when they purchase from you, your investment is back – with interests (or margin:)


This is what the set up would look like...


Facebook Ads Manager

With only a few clicks – in case you use tools that simplify this process – you are able to start your campaign (sponsored post). 

The best thing is, that you target your posts solely at people who are relevant to your business. In other words, you tailor your content to people that can become your customers, followers or fans.


Say you run an eshop with accessories. You sell watches, necklaces, small pieces of clothes, rings and other goods. You have two types of products: those made for men and those made for women. 


You manage your Instagram profile and post content about your customers’ satisfaction (reviews), newest pieces of clothes and inspiration as to how they fit with other outfits. This content can be interesting for both men and women. But what if you want to run a campaign targeted solely at men with the goal of selling all the men's watches that have been sitting in stock for a long time? That's when the sponsored post comes into play…


The process has already been described: you define your goal (sell more watches), marketing persona (men in California between 25 and 45 years old, interested in fashion), choose which channel you want this post to appear on (Instagram), set your budget and campaign length ($5 a day for 7 days) and finally, create your great content – the ad that your potential customer sees on his feed. Say your post looks something like this:

Example of an Instagram Post

Thanks to this campaign (while using the setting in the brackets), you are able to reach more than 7,000 people. And you've invested $35 in total. Awesome, isn't it?


Is this the only option to increase your organic reach, you may ask? It's definitely not. Marketing is all about synergy. You may want to combine more tactics to achieve the best results. 


Let's go through some tips & tricks that can work perfectly with (or without) promoting your posts.

Create engaging content that can't be ignored

Again, this may sound obvious, but is not always completely understood. Creating super engaging content comes first, along with understanding your audience! If you don't know who you're talking to, your speech can never really resonate, right? 


It's like in life. Imagine you go on a date with a pretty and intelligent woman who is into fashion and yoga. You spend the whole time speaking about the Super Bowl! How would that date end? You probably know the answer... 


The same applies to your social media profiles and any content that you publish. If you create something that no one's interested in, you decrease not just your reach, but also engagement. 


Start with defining your marketing persona and create content that they find interesting, educating, funny or shocking – anything that goes with your brand.


If you do so, your followers will like, comment, share and recommend your content and products. Thus, you can leverage the real power of social media: the snowball effect that happens once people share your content.


Leverage other channels and platforms

Let me share one secret with you. Your followers are not only on Facebook or Instagram. They also use other platforms like Youtube, Pinterest, LInkedIn or Tik Tok. In fact, an average American Internet user has more than 7 social media accounts. That being said, you should definitely leverage the potential to reach your audience where they are (and where your competitors probably aren't… yet)


Platforms like LinkedIn or Tik Tok have a much higher organic reach now. They are where Facebook was a few years ago. That may change as they grow and decide to monetize their audience, but till then, you can build your follower base and successfully grow your business! Go for it...


Are you also suffering from a continuous decrease in organic reach? Do you reach less people than you'd like to? Try some of these tactics and let us know how it has helped :)

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How To Use Facebook Groups For Your Business

Facebook Groups are one of the basic components of Facebook. You are probably even a member of some of them.


It's a place where people with the same interests can connect online. The basic principle is that it is an online place for people to discuss, share experiences and express their opinions and attitudes. It also allows people to organize events, share photos, videos, or broadcast live videos.


Any Facebook user can create a group and its operation is completely free. Each user can be a member of up to 6,000 groups at the same time. 


Unlike FB Pages, groups can be closed, and while the Page serves primarily for brand presentation, groups are focused on users and their activity in the community.


There are 3 types of Facebook Groups:

Public groups are the ones anyone can find and join. On the other hand, Closed Groups can be found, but their content is hidden and the membership must be approved by its moderator or administrator. This is a great tool to control who wants to join the community and thus control the membership. The highest level of privacy is offered by the Secret group. You cannot view or search those on Facebook. Members of these groups are directly invited by administrators or other members.


Key takeaways

  • Anyone with a Facebook account can create and run a group for free
  • A user can be a member of up to 6,000 groups at the same time
  • Groups can be public, but also completely hidden and closed
  • You can create events, share content, and discuss, exclusively in a group, without showing content on your wall
  • As an administrator, you can delete a group at any time

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10 Best Tips to Get More Followers on Instagram

Do you run your Instagram account, but see it is not as successful as other businesses' profiles? 


Building up a community on Instagram is really difficult and it takes a long time to gain followers who are engaging with your content. To find your followers, it is crucial to maintain content that is relevant, entertaining, consistent and frequent. Once you master this, you can start to build a larger following of Instagram users for your profile.


So what can you do to get more followers?


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7 Key Instagram Stats & Demographics

There are more than 7 billion people on earth. And 1 billion of those people are on Instagram. That means every 7th person uses this visual-based social media network. Launched in 2010, and eventually bought in 2012 by Facebook (with more than 30 million users back then), Instagram offers a huge opportunity to connect with your current and potential customers, as well as, your followers and fans. The growth has been tremendous, which makes Instagram one of the most well-known and most widely-used social media platforms of all.


You already know that you can leverage any platform if you have a clear understanding of the audience you can reach there – and whether or not it aligns with your target audience… To find this out, let's jump into the key stats about Instagram and its users!

Read >>

10 Facts to Know About Facebook Demographics & Stats

With 400 new users every 60 seconds, Facebook is not only the biggest social media platform, but it is continuously growing. Today, there are more than 2,4 billion users which is roughly 60% of all internet users. Nonetheless, some say its audience is getting older as younger internet users are getting excited about platforms like Instagram, TikTok or Snapchat. In this post, we will dig into the most important Facebook demographics and stats, so that you can get a better idea of who to target while creating your marketing persona and your plan on how to reach him or her.


Having a clear picture of how a channel grows is a key component to starting your marketing plan – promotion and content distribution. If you offer sneakers and target youngsters, relying solely on Facebook may not be the best tactic… Why? This audience is more likely to be found using social media platforms, such as Instagram or Tik Tok. Knowing your audience and stats behind the channels you want to use is crucial.


Let's finally dig into the most important Facebook demographics and stats!

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