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Who uses Instagram and what kind of content do they want?

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By Suzanne Brown. Read time 2 mins

Instagram has come a long way since its creation as a photo-sharing app for socialising and holiday snaps in 2010. It now has 1 billion monthly active users and 200 million + (Instagram) Business profiles (not-for-profits or businesses) using it every day globally. Moreover, last year it was among the top five most-downloaded apps in the App Store and via Google Play (Sensor Tower). And it now does a lot more than offer images, with several ways to create and consume video. 

Who are the Instagram audience? 320 million global IG users are between 18-24 (Statista). 354 million global Instagram users are between 25-34 (Statista) 130 million IG accounts tap on a shopping list to learn more about products every month (Facebook). They spend on average 53 mins per day on IG (Recode) 90% of Instagram users follow at least one business (Mention). 

What type of content? Carousel posts are most popular, with an engagement rate of 1.94%, images at 1.74% and video posts at 1.45%. Instagram report that there’s been an 80% increase in time spent watching video on Instagram year on year (Instagram for business).  

As with all the platforms, users respond well to content that adds value or solves a problem; How-to tutorials are the most popular IG video (Hootsuite), followed by behind the scenes, interviews and news. User-generated content (text, video, images, reviews, testimonials) about you that your users upload is great for engagement – reposting UGC boosts credibility and builds trust.

Consumers are becoming more conscious of where they spend or donate their money. Instagrammers like to see the brands they follow taking a stand on social issues – 36% of users say they’d prefer to purchase from a socially committed company. 

Try new things and track your results to see which ones your audience respond to the most.

How long can videos be?

Feed – you can post videos from 3 – 60 seconds in your Feed. It’s an excellent place for fun timelapse videos of an event, product or service demonstrations or quick tutorials. Use teaser clips from a longer video to drive people to your website or YouTube channel.

IGTV – the first minute will play in your Feed, and then people can tap through to watch the rest. IGTV videos can be anywhere between 15 seconds and 60 minutes. So IGTV is perfect for longer form tutorials, testimonials, mini-documentaries of behind-the-scenes videos. 

Carousels – upload a collection of stills with added text to create your story. 

Stories – According to IG, 500 million Instagram accounts use Instagram Stories every day, and a 1/3 of the most viewed IG stories are from brands. Stories can be 15 seconds or multiples of 15 seconds joined together (IG recommends 3 parts). There’s no option for a caption, but you can have up to 15 hashtags. Viewers can’t publicly comment on Stories; they can only DM you, and they disappear after 24 hours. Great for promotional videos, fun behind the scenes snippets, teasers for your product or service. Tips, lists, polls. Adding stickers improves an IG videos performance by 83% (Facebook for business). For example, you could add a location sticker or create a quiz or question for your followers to get them interacting. 

Reels – are Instagram’s answer to TikTok, so the videos are vertical style fun, short – up to 30 seconds. You can have a bit of fun with text, AR filters and audio too. You can add a full caption to Reels (like in your Feed) and up to 30 hashtags. They’re great for showing off a range of products, clothes, maybe behind the scenes, setting up a stall or event. In addition, viewers can publicly comment on Reels, which increases your engagement. 

If you need any help thinking up or making Instagram content, give us a call!

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