Social Media Means
Social Media Means
Photo: Erik Mclean
As of 2022, the majority of Instagram's audience are Millennial or Gen Z users. In fact, overall, Instagram is Gen Z's favorite social platform. Global internet users aged 16 to 24 prefer Instagram to other social platforms — yep, even ranking it above TikTok.
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Read More »Sure, you’ve got some idea of who is using Instagram: your best friend, your boss, your uncle, that girl who sat behind you in physics. After all, you see their sunset pics every day as you scroll through the app. But to really understand broader Instagram demographics, social media marketers need to look beyond their personal feeds and dig into the cold, hard numbers. More than a billion people use Instagram every month — that’s a global smorgasbord of users. And understanding who they are, where they’re from, and what they do is from is key to crafting a strong social marketing strategy that will drive engagement. To get the full scoop on just who is posting, scrolling, liking, and sharing on the second-most downloaded app in the world, read on. Download the complete Digital 2022 report—which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.
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Read More »Of course, this is all a pretty binary way of looking at gender. There are plenty of non-binary users on the app, too, who unfortunately are not measured in the stats that have currently been collected by Instagram. In terms of advertising reach, the top countries and territories with the largest audiences on Instagram are India, the U.S., Brazil, Indonesia, and Russia. That’s right: India takes the lead, after the U.S. had dominated the app for years. What a twist! Marketers looking to tap into an engaged Indian audience: it’s clear that Instagram is the social platform for you. Congratulations and we hope you’ll be very happy together. Clocking in at a very respectable #2, the U.S. has a reach of 159,750,000. But, interestingly, while Instagram is the fourth most-visited social media platform in the country, it’s not a major source of news for Americans. While 40% of Americans have ever used Instagram, only one-in-10 U.S. adults regularly get their current events from the app — a far lower number than those who report getting news from Facebook or Youtube. So if you’re looking to connect with a U.S. audience, it would be wise to keep things light and fresh. This is a platform people come to for entertainment, not news. Need some creative content ideas (besides remixes of the Carmen San Diego theme song)? We’ve got you covered. Elsewhere in the world, there are some other impressive stats brewing. Brunei is the country with the largest population reach: 92% of its residents use the app. (Guam and the Cayman Islands take second and third place, respectively.) They say it’s uncouth to discuss money — but this is the Hootsuite blog! We’re the “bad boys” of the social media marketing world and we play by our own rules! Just try and stop us! Ideally with a big payout! Because we have no shame in talking about money, as previously discussed! The takeaway? Instagram audiences come from a wide range of financial backgrounds (in the U.S. at least) but are slightly more likely to be from higher-income homes. This makes it a prime avenue for ecommerce and sales, so perfect those social media calls to action and consider exploring Instagram Shopping. Are Instagram users fanning themselves with their diplomas as they view your hot, hot posts? It’s pretty likely. As of February 2019, 43% of Instagram users held a college degree, while another 37% had some college education under their belts.
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Read More »Only 33% of Instagrammers reported having a high school degree or less. Overall, we’re looking at a highly educated bunch of users on this app. If reaching this type of audience is key to your social media marketing strategy, you’ve come to the right place. Farm folks aren’t too keen on the ‘Gram, it turns out. A shame, because I personally would love to see more barnyard animals in my feed. In all seriousness though, Instagram has a higher market reach in urban and suburban areas than rural ones, according to Pew Research Center. So if you’re looking to target Farmer Brown with your brand’s cute new overall designs, you might have more luck on a platform like Facebook.
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