How much do you know about Instagram demographics?
More importantly, how much do you know about your target audience?
We know that there are around 1 billion monthly active users on Instagram today. However, most people don’t know much about those one billion Instagram fans. For instance, did you know that 60.4% of them are aged between 18 and 24? How about the fact that over 60% of them log into the platform at some point every single day?
Being successful on Instagram isn’t just about posting high-level content. Yes, you need to stock up on great pictures if you want to connect with your audience on a deeper level. However, you also need to understand your current and potential followers so you can create photos and videos that resonate with them.
It’s time to get to the bottom of Instagram demographic analytics.
Why You Need to Know Your Instagram Demographics
Let’s start with a basic question: Why are Instagram demographics so crucial in the first place?
What does it matter “who” your audience is, as long as they’re liking and sharing your content?
The simple answer is that succeeding on Instagram requires a little bit of marketing prowess. For marketers to reach the ideal audience, they need to know who they’re speaking to. This allows them to create custom content based on what they know about their marketplace.
Here are some of the ways that Instagram demographic analytics can change your social strategy:
- Knowing what kind of voice your audience responds best to will help you to write captions that speak their language. This leads to more engagement and additional followers.
- The more you know about your audience, the easier it is to create content about things that they’re interested in. For instance, younger followers are more likely to enjoy emoji and gif-rich content than older, professional audiences.
- Knowing your audience will mean you know when to post: When you know where your audience comes from and when they log onto the platform, you can schedule your posts accordingly. Remember, the freshest posts rank the best on Instagram.
- It will challenge your assumptions: You might find that your followers are more diverse than you thought. The more you know, the less time you’ll spend on false assumptions.
Simply put, if you want to achieve true #InstaFame, then you’ll need to learn everything there is to know about your audience, first.
Now you’re probably wondering how to see your Instagram demographics and build a strategy based on them. Fortunately, we can help with that.
How to See Your Instagram Demographics
There are plenty of tools out there that promise to deliver bigger and better insights into your Instagram demographics. Some of them are excellent – but the truth is that when you’re just getting started, all you need is an Instagram business account.
When you have an Instagram business account, you can access the built-in analytical tools that come with Instagram, otherwise known as “Instagram Insights.” With Insights, you can take your Instagram demographics analytics to the next level. Simply scroll through the page to the “Followers” section, and you’ll see a summary of all the follower information you’ve collected so far.
You’ll be able to track:
- Your target audience age group
- Their location
- Their age range
- The times they’re most active
All of this information gives you an excellent overview of the people that you’re connecting with on Instagram and how they’re using the platform.
How to Use Essential Instagram Demographics Analytics
Ideally, the best way to build a custom Instagram campaign is to gather as much information as possible from Instagram Insights and develop your strategy from there. However, if you’ve only just started using Instagram for the first time, your Insights page won’t have any insights to offer.
If that’s the case for you, then you’ll have to consider the Instagram demographics analytics that has been gathered by other, larger studies instead. There are plenty of studies out there into Instagram users that will give you a basic idea of the kind of content you need to create.
Let’s take a look, shall we?
Location Instagram Demographics
Location, location, location – it isn’t only crucial for real estate.
It’s fair to say that the world has responded to Instagram with love and excitement. Everywhere you go, people are signing up to share pictures of their #InstaFood and pets. However, some countries are more active than others.
For instance, did you know that there are 121 million Instagram users in the US? That makes America Instagram’s biggest market in terms of location. However, there’s also plenty of scope for other countries too. After all, 80% of IG users are living outside of the States.
Beyond the US, some of the biggest Instagram communities include:
- India, with 75 million users
- Brazil with 69 million users
- Indonesia with 62 million users
- Turkey with 38 million users
- Russia with 37 million users
- Japan with 27 million users
- The United Kingdom with 24 million users
Remember, you can also go beyond your basic knowledge about popular countries to track down your followers by city or area too. For instance, 42% of all Instagram users come from urban environments (cities, etc.).
How to Use This Information
So, how do you make the most of this particular set of Instagram demographics analytics? Well, the first thing you can note is that there’s a massive market for American users. Posting your content with English captions seems to be a good idea unless you’re particularly focused on a specific location.
It’s also worth noting that if you are running a local campaign – it’s always a good idea to include your geotags in your content. Posts with a location included gain 79% more engagement than their counterparts.
Age Instagram Demographics
While site is a big deal for your Instagram campaigns, don’t underestimate the power of age too.
More often than not, it’s the younger people that are attracted to Instagram. After all, we love our smartphones, filters, and Instagram Stories. We also feel more than comfortable searching for content with #Hashtags.
According to Statista, Instagram’s age statistics break down like this:
- 13 to 17 year old’s – 6%
- 18 to 24 year old’s – 32%
- 25 to 34 year old’s – 33%
- 45 to 54 year old’s – 9%
- 55 to 64 year old’s – 3%
- 65+ – 2%
For the first time in 2019, the 25 to 34-year-old market took the lead over the 18 to 24year-old segment on Instagram. So what do these Instagram demographics mean to you?
How to Use This Information
Although there’s undoubtedly been an increase in older generations using Instagram, it’s worth noting that most of your campaigns will probably still be tailored to younger followers. Expect most of your community to be filled with people between the ages of 18 and 34. That means that it’s usually fine to take an informal and playful approach to your content.
However, if you’re creating an Instagram profile for a company that wants to sell to an older audience, you’re not necessarily out of luck. There’s a significant percentage of “older” users on Instagram that might be under-served and neglected. Don’t be afraid to reach out to them.
Gender Instagram Demographics
Gender is far from an easy concept for marketers and Instagram influencers to address. After all, the whole definition of gender is changing today. We’re no longer restricted to just two identities. Instead, Instagram is helping to drive acceptance for a wide range of different personalities and spirits. That’s why when you sign up for the channel, you can choose your gender to be “not specified.”
Still, if you want to look at the basics of gender for your Instagram demographics analytics, the Pew Research report from 2018 found that it’s mostly women using Instagram. Around 39% of IG users identified as women, compared to 30% of men.
Still, when it comes to influence, many of the biggest Instagram accounts are owned by women. Out of the top 5 people on Instagram, including Selena Gomez, Beyoncé, Ariana Grande and more, only Cristiano Rinaldo is male.
How to Use This Information
Ultimately, in today’s diversity-driven world, it’s probably best not to focus your campaigns on any specific gender. Instead, try to create content that will appeal to anyone with interest in your niche. The more diverse you are, and the more capable you are of expanding your content to all gender identities, the more your audience will grow.
Income, Education, and Instagram Demographics
Focusing on the Instagram demographics with the highest income won’t necessarily guarantee you success in today’s marketplace. Even if you’re on Instagram for business purposes, it’s best not to focus entirely on the people who can spend the most on your products.
The good news?
You might end up connecting with affluent followers anyway.
According to studies into about 2,000 US residents, the average income of an Instagram user is much higher than you’d think. 60% of respondents had an income of over $100k, while 46% earned more than 80k.
Spend the time figuring out how to see your Instagram demographics and use your audience information to your advantage, and you could attract some big spenders to you and your brand.
It’s also worth taking a look at the “educational” side of things too. Most of the time, people with higher education also bring a greater level of spending power to your campaigns. At the very least, knowing what kind of customers you’re connecting with from an education perspective will let you know whether it’s worth referencing #StudentLoans and #Graduation in your posts.
According to the Pew Social Media study, around 42% of Instagram users are college grads, while 36% have “some” college experience.
How to Use This Information
Just remember that there’s more to being successful on Instagram than pandering to the group with the biggest income. If you find that your target audience is packed full of university and college students, that doesn’t mean you should give up. These people are still crucial to your brand.
The truth is that there’s space on Instagram for both budget brands and luxury companies alike. Whether you’re hoping to connect with big spenders or build some meaningful long-term relationships, you’re on the right channel.
Remember, if you are connecting with college grads, it’s always worth looking for ways to connect with them through custom hashtags. There are plenty of schools out there that have branded hashtags to share, like Purdue University:
Reaching Out to New Demographics
Remember, once you get the hang of your Instagram demographics analytics, you don’t have to stick to the same community forever. While you should remain true to your Instagram #Tribe, you can always look for ways to branch out and connect with new audiences too.
For some brands and companies, that might be as simple as finding new ways to connect with customers through location tags and hashtags. For others, it might be about connecting with specific influencers from certain age groups. An @Mention from a relevant person can instantly spread your brand reach into a brand new place.
Remember, content is still king on Instagram, so often, the key to reaching a new audience will be finding out what kind of videos, pictures, and Stories they connect with online. Try stalking a couple of people from the demographic you’re trying to reach and find out what kind of content they share. You might find that this new group prefers IGTV to pictures, or that they love Instagram Highlights. The more you learn, the more you can adapt your campaign accordingly.
Remember, when you’re learning about your Instagram demographics:
- Check out your competition to see if there are any groups or people that you’ve forgotten to target.
- Follow your target audience members to track down the kind of content that they’re most interested in.
- Keep track of what’s trending in specific niches to make sure that you stay ahead of the curve.
- Don’t be afraid to collaborate with new people to help your Instagram demographics expand.
- Pay attention to local campaigns as well as global reach to improve your community nearby
Understanding Instagram Demographics
Figuring out how to use Instagram demographics analytics to your advantage can be difficult. However, you’ll be surprised how much you can accomplish by simply getting to know your target audience. Eventually, you may even be able to build your user personas, which you can use to guide your social media strategies.
Remember, as your business grows, keep an eye on your Instagram Insights to see how your demographics evolve and change. Your followers can expand faster than you might think. By keeping track of who you’re speaking to, you can make sure that your content remains relevant.