Instagram, which recently celebrated its 10th anniversary, has gone a long way from being a platform just focusing on photos, selfies and short videos. Since it was first introduced in cyberspace, it has become a tool that can change lives — whether for better or worse is debatable. For many businesses, content creators, influencers, advertisers and marketers, however, it has grown into a source of income as well as a channel for sales.
At the moment, your business’s intended audience is most likely using Instagram — and so does the competition. And it can be tricky to stay on top of the trends.
Whether your brand is new to Instagram or are having trouble promoting it online, it is good for marketers like you to know some very helpful Instagram statistics, giving you a good idea of what you should be doing on the platform.
1. Instagram is the 5th most downloaded free app
In 2019, Instagram was the fifth most downloaded app in the world, beating YouTube, Snapchat and Netflix. This is a good indication that the social networking app continues to attract users, which you can take advantage of for your brand.
2. 75.3% of businesses in the U.S. will be using Instagram this 2020
According to eMarketer, 75.3% of American businesses will use Instagram this year, suggesting that only Facebook will beat it out at 87.1%.
3. Instagrammers keep tabs on brands
A 2018 survey found that 50% of Instagram users follow at least one business account.
One way of getting potential clients in users is through an Instagram Business profile, which helps brands add additional contact information — an option that is unavailable for personal profiles.
4. Instagram impacts shopping
A 2019 Facebook survey found that Instagram helps 80% of its users decide whether to buy a product or service. Instagrammers reported making a purchase decision based on what they saw while browsing the app. This proves influencer marketing can play a role in influencing users’ purchase decision, esecially among millenials and Gen Z.
5. Taking a stand can work
As social justice movements gain traction over the past few months, it has become increasingly common for brands to take a stand on social as well as political issues. It is a risky move as it can alienate a portion of a target demographic, but a worthwhile one as that can strengthen the brand’s image.
In fact, a report from Sprout Social found that 70% of consumers want brands to take a stand on social issues, with 66% of them saying they believe brands can create genuine change. Some 36% of consumers also say they will purchase more from these brands.
6. 11% of social media users shop on Instagram
Though Instagram is used for sharing photos and videos, 1 in 10 use the platform for shopping or finding new products. In addition, 81% use Instagram for researching products and services.
7. At least one hashtag can increase engagement
An Instagram post with at least one hashtag can increase engagement by up to 12.6% compared to those without one. Though not all brands are willing to go for more than 10, hashtags are great if you are seeking to further increase social engagement.
8. 10.7% of social referral shares to ecommerce sites are from Instagram
A 2019 Adobe Digital Insights survey found that Instagram’s social referral share to e-commerce sites is more than those of other social networks, dwarfed only by that of Facebook (80.4%).
9. Instagram posts with locations get 79% more engagement
Physical locations matter as much as the photos you are sharing. Location tagging can help build engagement with your followers and improve your reach.
10. 89% of Instagram users are outside the U.S.
This is important when you are opting to spread your brand’s reach beyond U.S. shores. While the U.S. has the largest audience on Instagram, numbering at 110 million, the following countries also have significant numbers of Instagram users:
- Brazil (70 million)
- India (69 million)
- Indonesia (59 million)
- Russia (40 million)
11. Posts with videos receive 38% more engagement than those with just images
A report from social media monitoring platform Mention found that posts with videos can increase engagement with a brand’s audience compared to those with just images. Posts with images are good for engaging with your audience, but adding videos to them can be better for your brand. You can post videos through posts, Instagram Stories and ads for better brand reach and engagement.
12. How-to tutorials are the most popular form of Instagram video content
Instructional and tutorial videos (such as those from Buzzfeed’s Tasty food blog) are the most popular form of video content on Instagram, according to video creation company Wibbitz. So think of any kind of fun and easy-to-follow set of instructions that can be converted into a short video for your business.