In July, nearly 41% of Australia's population was on Instagram.
And, with Australia being one of the biggest internet and social media growth regions, its Instagram audiences are likely to keep getting bigger.
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)
- Most Australian Instagram users are women, with the highest ratio of women to men being in the 45-to-54 age group. (NapoleonCat, 2020)
- More than 3.2 million Australian Instagram users are 25 to 34, making them the largest user group. (NapoleonCat, 2020)
- Roughly 9.1 million Instagram users are listed as over 18. (Laurel Papworth, 2020)
- 48% of Australian Instagram users follow a brand on the platform. (Yellow Sensis Social Media Report, 2020)
- Instagram is the third-most-used non-gaming mobile app in Australia. (We Are Social, 2019)
Instagram User Behavior in Australia
- More than 51% of Australian Instagram users log on to the app at least three to five times a week. (Statista, 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)
- Roughly 40% of Australian social media users have posted a picture of food on channels such as Instagram. (Yellow Sensis Social Media Report, 2018)
Australian Business on Instagram
- 22% of Australian SMBs have advertised on Instagram (Yellow Sensis Social Media Report, 2020)
- 32% of Australian SMBs have an Instagram account, compared to 90% and 33% respectively on Facebook and LinkedIn. (Yellow Sensis Social Media Report, 2020)
- 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.
If this list has inspired you to get ahead of the one-third of Australian SMBs missing out on Instagram, check out this guide or the free resource below for proven tips on building an effective Instagram strategy.