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?

Gender

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.

Age

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.

Location

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.

Income

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.

EDITORIAL - Research Shows Tectonic Shift in News Media

A call to examine and refactor your approach to media

Amy Mitchell and Jesse Holcomb have written an article for Pew Research that bears attention. They write:

"Eight years after the Great Recession sent the U.S. newspaper industry into a tailspin, the pressures facing America’s newsrooms have intensified to nothing less than a reorganization of the industry itself, one that impacts the experiences of even those news consumers unaware of the tectonic shifts taking place."

It is fascinating to see the cost of advertising (above) rise against falling audience statistics (below). Perhaps this is an industry strategy for maintaining revenue as the paradigm shifts. Whatever the case, this condition will likely be reflected in a rising cost of impressions and client acquisition for those who need to create brand awareness or advertise products and services.

For some, expecting more revenue from fewer impressions seems like a failed strategy. It isn't much wonder agencies and marketing directors have a little indigestion. 


























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About Executive Producer, Larry R. Evans:
Larry Evans is a futurist, a brand developer and a collaboration advocate. He is Principal of The Paradigm Corporation, which is headquartered at Thunder Ridge just outside Crossfield, Alberta, Canada. He is known for bringing a unique and predictive lens to paradigm shifts during a career that spans 45 years. Now from his wheel chair, he brings a grounded, tenacious view of brand, client rights and trusted relationships for the digital age. His perspective and values influence his life, business and ministry.