Instagram has become essential to any digital marketing strategy. However, with the huge influx of users in recent years, it’s imperative that your marketing strategy take note of the shifting demographics at the visual social network. A report from Influence.co, a provider of influencer marketing tools, examines the performance of promoted posts to find out which were the most engaging and why.
Perhaps the most important thing to realize is that with mainstream success, Instagram’s user base has widened to include all age groups. While digital native generations such as millennials and Generation Z account for the largest number of Instagram users, older users are becoming equally at home on the platform, according to Influence.co.
In fact, the group most likely to search out products after seeing Instagram promoted posts is those aged 65 through 74, followed by those aged 45 through 54. On a 0-to-5 scale of interest—with 0 meaning no interest and 5 meaning they definitely want to learn more—none of other age groups exceeded 2.5. So despite making up a smaller percentage of users, older Instagramers are very receptive to marketing.
Furthermore, perhaps more so than other social networks, Instagram has a very brand-conscious user base. That said, some verticals proved more brand friendly to than others. Fashion ranked as most influential, followed by department stores, electronics/services, TV/movie, food/drink, health and automotive, with beauty trailing behind.