01 August 2016

DIGITAL - Instagram Demographics for Marketers

When planning a social media strategy, it’s important to know your audience.

Who is using Facebook, or Twitter, or Instagram? Demographics will help you determine the type of campaign best for each social media channel.

Instagram is growing at a fast and steady pace and has surpassed 500 million active users - that’s a huge potential audience for your organization.

So, who are these users?

Pew Research Centre’s report on social media users in the U.S. showed that 31 percent of women and 24 percent of men regularly use Instagram to like, share, and post.

Among teenagers ages 13 to 17 years-old,  23 percent of girls and 17 percent of boys use Instagram.

If your target audience is of the female persuasion, Instagram may be the vehicle for you.

According to the Pew study, 55 percent of all adults in the U.S. using Instagram are between 18 and 29 years-old. The next largest Instagram age demographic is 30 to 49 years-old at 28 percent usage followed by 50 to 64 year-olds at 11 percent.

Instagram is a key channel for engaging young adults.

A well-targeted Instagram marketing campaign will appeal to city-dwellers on the go with 32 percent of users living in urban areas.

You can find 28 percent of users in the suburbs, and 18 percent reside in the country.

Instagram is used by almost all income brackets.

  • 26 percent of adult Instagram users make less than $30,000 per year
  • 27 percent bring in $30,000 to $49,999
  • 30 percent earn between $50,000 and $74,999
  • 26 percent make over $75,000 per year.

Instagram is going to continue to grow and evolve, but for now you can assume that if you want to target female, urban dwelling millennials, this digital channel is a good choice.

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