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
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.
RETAIL
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.
FASHION
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.
RESTAURANTS
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.
AUTOMOBILES
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.
FOOD AND BEVERAGES
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 universal brand on the globe. All continents are almost equal in passion for getting wings. One of the world leaders – Brazil.
TECHNOLOGY
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.
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.
And what about our hypothesis?
Results of the research show that most 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.