Yes. No matter what country you're marketing in, Instagram's platform is primed for brand awareness. You might think with growth stats like this, Australian brands are rushing to Instagram.But that's not the case -- many Australian businesses are actually missing out on the opportunities Instagram offers. In fact, recent research reveals that only 32% of Australian SMBs use it in their social media strategy.
Although Instagram sounds promising, SMBs with limited time, budget, or bandwidth might be hesitant to add any new social platform.
Why? Even though an Instagram account can majorly boost local and global brand awareness, building a scalable strategy for it can seem intimidating and time-consuming for smaller brands.
Luckily, Australian businesses don't just have to launch an Instagram account and hope it works. In 2020, there's plenty of data that can help these brands determine if the platform is appropriate for their goals, and how to engage Australian audiences once they've made a Business page.
If you're an Australian social media marketer looking to improve your Instagram strategy or are working to boost a brand's Australian presence from afar, here are 20 stats to know about Australian Instagram usage, marketing, and peak engagement times.
Australian Instagram Usage Stats to Know
Australian Instagram Users
There were 10.45 million Instagram users in Australia in July 2020: roughly 40.8% of its entire population. (NapoleonCat, 2020)
Australian Instagram users grew from just over 9 million to 10.45 million between May 2019 and July 2020. (NapoleonCat, 2020)
46% of Australian social media users say they regularly use Instagram, making it the second most popular channel in the region. (Yellow Sensis Social Media Report, 2018)
Three regularly-trending Instagram hashtags in Australia are #photography, #Australia, and #Sydney, which have 450 million, 55 million, and 28 million posts associated with them, respectively. (Talkwalker, 2019)
45% of Australian social media users have taken a selfie for platforms such as Instagram. Selfies posts are more common among men and 18 to 29-year-olds. (Yellow Sensis Social Media Report, 2018)
Instagram influencers whose accounts were about yoga experienced 127% growth in overall Australian engagement in March 2020. (Statista, 2020)
Also in March 2020, hotel-related Instagram accounts experienced a 100% decrease in Australian engagement. (Statista, 2020)
Peak Engagement Times in Australian
When using Instagram in any global region, the best time to post to get local post engagements is 2 PM and 3 PM in your brand's timezone. (HubSpot, 2020)
The best day to post on Instagram in Australia is Thursday in the AEDT timezone. (ShareMyInsights, 2020)
Weekday posts on Instagram get more impressions from Australians than weekend posts. (ShareMyInsights, 2020)
When aiming for global post engagement, the best times to post on Instagram from Australia are 12 AM to 2 AM, 6 AM to 8 AM, and 9 PM to 10 PM AEDT. (ShareMyInsights, 2020)
Growing Australian Brand Awareness with Instagram
From looking at the data above, it's clear that Australian businesses can benefit from Instagram, which has a huge pool of users that will follow, engage with, and potentially purchase products from all sorts of brands on the platform.
But, simply creating an Instagram account and forgetting about it won't boost your brand awareness. To truly gain audience engagement, you'll want to create an active account with content that entertains users, grabs their attention, and educates them about your brand and your products.