About seven in 10 Australians on Instagram are active daily and spend an average of 21 minutes per day on the platform. The most active group are the 18-34 year-olds and women make up 60 per cent of people on Instagram in Australia.
When it comes to content, Australians value quality over quantity, sharing seven posts on average in a month, according to a study by Hoop Group. They have broad and diverse preferences and follow an average of six interests each – friends, photography, travel, food, fashion and music are top of the list.
The research highlights that when sharing on Instagram, four in 10 use hashtags and almost one in four are posting videos.
Over one in two Australian Instagrammers say the platform brings out their creative side and opens them up to the world as it helps them form a feed unique to them. Taking this into consideration, the study highlights that to connect with the Instagram community, brands should share a uniquely creative point of view about their brand story and products.
The research also shows that 60 per cent of Aussies on Instagram say they find the platform welcoming and more than one in three agree Instagram is the social media platform they trust. This makes it critical for brands on Instagram to be authentic and share posts that inspire and entertain.
Nearly half of Australians on the platform also use Instagram to hear about new products and services. The data highlights that after seeing a Sponsored Post, four in 10 people on Instagram have taken action such as visiting the company’s website or Facebook page, liking a post or tagging a friend.
The study highlights the importance for brands to seize this opportunity to share relevant and timely visuals that can transport their audience, connect with them using hashtags and encourage them to take an action after seeing a post.
Over a quarter of Instagrammers will unfollow accounts with inappropriate or uninspiring posts.