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Instagramania: a portrait of typical brand fan

Despite a huge Instagram popularity, the app is the most predictable social network in terms of target audience. It was our hypothesis, and the goal of Popsop Research was to prove or refute it.

What made us glad is that the picture is absolutely realistic. There’s no sense of pathetic promotional content in global companies’ accounts, everything is natural and inspirational. Fashion and auto brands are leaders, other industries have just one or two examples of huge popularity. Google, Ikea, Coca-Cola, Pepsi and McDonald’s feel free with less than a million or even 500 thousands followers. Some iconic consumer brands like Apple, Nestlé, Danone and Nescafé don’t have official accounts at all.

For research we identified most popular accounts of brands from 7 various actual for Instagram industries. Then we chose 100 random people in each category who post their photos with brand products using hashtags – so, persons who can be considered as fans, not just followers. And according to their profile information, we identified target audience of every brand, the industry that it represents and Instagram on the whole.

SPORT

11

Age: 62% – 15-25 years old, 31% – 25-35, 4% – 35-45, 3% – over 45.

Gender: 51% – female, 49% – male

Location: 48% – Europe, 25% – Asia, 20% – North America, 6% – Latin America, 1% – Africa.

Trends: Handsome men over 50 from different continents following Nike Running and sharing photos from runs. Other brands don’t have fans of this age category on Instagram.

Nike


RETAIL

HM

Age: 66% – 15-25, 32% – 25-35, 2% – 35-45

Gender: 89% – Female, 11% – Male

Location: 63% – Europe, 31% – Asia, 4% – North America, 1% – Latin America, 1% – Australia

Trends: Total leaders of H&M fans – young ladies from Poland and France.

Hm


FASHION

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Age: 55% – 15-25, 40% – 25-35, 5% – 25-45

Gender: 74% – Female, 26% – Male

Location: 58% – Europe, 27% – Asia, 11% – North America, 2% – Latin America, 2% – Africa

Trends: Thanks to Instagram fashion blogging became a common morning exercise for ladies of all nations. It even can be called ‘Beauty Popularization’. Louis Vuitton bags are always on the top.

LV


RESTAURANTS

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Age: 66% – 15-25, 33% – 25-35, 1% – over 45

Gender: 69% – Female, 31% – Male

Location: 57% – Asia, 35% – Europe, 5% – North America, 3% – Latin America

Trends: Nobody loves Starbucks as much as Asian teenagers.

Starbucks


AUTOMOBILES

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Age: 48% – 15-25, 48% – 25-35, 2% – 25-45, 2% – over 45

Gender: 58% – Male, 42% – Female

Location: 61% – Europe, 20% – Asia, 17% – North America, 1% – Latin America, 1% – Australia

Trends: Women and men are almost equal in passion for BMW cars.

bmw


FOOD AND BEVERAGES

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Age: 60% – 15-25, 36% – 25-35, 3% – 35-45, 1% – over 45

Gender: 56% – Male, 44% – Female

Location: 30% – Europe, 28% – Asia, 22% – North America, 15% – Latin America, 4% – Australia, 1% – Africa.

Trends: According to our research, Red Bull is the most universal brand on the globe. All continents are almost equal in passion for getting wings. One of world leaders – Brazil.

Redbull


TECHNOLOGY

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Age: 70% – 15-25, 24% – 25-35, 6% – 35-45

Gender: 51% – Female, 49% – Male

Location: 40% – Europe, 39% – Asia, 10% – North America, 10% – Latin America, 1% – Africa

Trends: Samsung has the most aesthetical profile on Instagram.

Samsung


And now after boring numbers it is the time to introduce her – a typical brand fan on Instagram. Her name is Maria, she lives in Europe and she’s 21 years old.

POPSOP-Typical-fan


And what about our hypothesis?

Results of the research show that most of global brand fans that use Instagram:

1. Live in Europe – 48%. (Asia – 32%, North America – 13%, Latin America – 5%, Australia – 1%, Africa – 1%).

2. They are 15-25 years old – 61%. (or 25-35 – 35%)

3. They are young ladies or young women – 60%.

It is what we suggested, but after looking at thousands of sincere eyes and smiles from the whole globe we can’t say that Instagram fans are typical, because all of them became almost friends for us. And it is exactly the main thing that makes marketing of popular brands successful.

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