20 Essential Instagram Statistics & Trends for Brands in Australia (2024 Edition)
Instagram isn‘t just a place for Aussies to share selfies and smashed avo on toast. It has rapidly become one of the most powerful platforms for businesses to connect with Australian consumers.
But the Instagram landscape is constantly evolving. User behaviors shift, new features emerge, and the competition for attention grows fiercer by the day. To succeed in this dynamic environment, brands need to stay on top of the latest Instagram trends and develop data-driven strategies to cut through the noise.
That‘s why we‘ve done the hard work for you and compiled 20 essential Instagram statistics that every marketer should know before crafting their 2024 game plan to win over Aussies on the ‘gram. Let‘s dive in!
Instagram Adoption in Australia
1. 60% of Australians use Instagram monthly
As of 2024, 16.8 million Australians are active on Instagram at least once per month. With Australia‘s population projected to hit 28.3 million, this equates to a whopping 60% adoption rate.
2. Australian Instagram users have more than doubled since 2018
Instagram‘s mind-boggling growth shows no signs of slowing down under. Check out how rapidly usage has accelerated over the past six years:
| Year | Monthly Australian Users | % of Population |
|---|---|---|
| 2018 | 7.7 million | 31% |
| 2020 | 10.5 million | 42% |
| 2022 | 13.5 million | 51% |
| 2024 | 16.8 million | 60% |
While Instagram‘s audience was already sizable in 2018, its user base has more than doubled to nearly 17 million monthly active Aussies in 2024. This explosive growth is even more impressive when you consider that:
- Facebook‘s Australian audience only grew by 11% over the same period
- The total Australian population only increased by around 9%
Instagram is clearly on a tear and cementing itself as a staple of Aussies‘ digital diet.
3. Instagram is the 2nd most popular social media app in Australia
Despite facing stiff competition, Instagram has clawed its way to the #2 spot among social platforms Down Under. Here‘s how it stacks up against the other major players for monthly active Australian users:
- Facebook (17.6 million)
- Instagram (16.8 million)
- LinkedIn (11.2 million)
- Twitter (7.6 million)
- TikTok (6.8 million)
While Facebook still reigns supreme, Instagram‘s user base is rapidly closing the gap. And if current trends hold, there‘s a good chance Instagram could overtake its Meta-sibling for the Australian social media crown in the coming years.
Australian Instagram User Demographics
4. 8 in 10 Australian Millennials are on Instagram
Instagram‘s rise has been fueled by its immense popularity with younger generations. As of 2024, the app‘s penetration by age group in Australia breaks down as follows:
| Age Bracket | % on Instagram | # of Users |
|---|---|---|
| 18-24 | 85% | 2.6 million |
| 25-34 | 82% | 3.4 million |
| 35-44 | 71% | 3.1 million |
| 45-54 | 58% | 2.6 million |
| 55+ | 38% | 2.5 million |
Millennials are by far the largest Instagram audience in Australia, with over 80% of those aged 25-34 and 35-44 using the app monthly. While the majority of Aussies in older age brackets also have accounts, adoption is significantly lower once you get past 55.
That said, Instagram is gradually aging up. The 45+ cohort has seen the most growth over the past few years as digital immigrants become more at home on social media. Since 2022, Instagram added:
- 900,000 new monthly active users over age 45
- 400,000 new users over 55
5. Women make up 55% of Australian Instagrammers
Instagram skews female in Australia, with women accounting for 9.2 million users compared to 7.6 million men. Interestingly, the gender split varies quite a bit by age:
| Age Group | % Female | % Male |
|---|---|---|
| 18-24 | 52% | 48% |
| 25-34 | 54% | 46% |
| 35-44 | 57% | 43% |
| 45-54 | 60% | 40% |
| 55+ | 63% | 37% |
Among younger Aussie Instagrammers under 25, the ratio of women to men is almost 50/50. But the gap widens significantly in older brackets, with women over 55 outnumbering men nearly 2-to-1.
6. Usage is widespread across Australia
Instagram‘s footprint extends to every corner of the country. Unsurprisingly, penetration is highest in urban areas, with over 70% of adults in Sydney, Melbourne, and Brisbane using the app monthly.
However, adoption is still robust in smaller cities and regional areas. For instance, more than 60% of residents in places like Perth, Adelaide, and Tasmania are on the ‘gram. And even remote Northern Territory is keeping up, with 220,000 users making up half of its total population.
How Aussies Use Instagram
7. 90% check their feed every day
Checking Instagram is deeply embedded into Australians‘ daily routines. On average:
- 90% of Aussie Instagrammers open the app every single day
- 63% check in multiple times per day
- 22% admit to refreshing their feeds more than 10 times daily
This habitual usage means brands have ample opportunities to get in front of Australian audiences and make an impact by posting consistently.
8. 32 minutes per day average
Instagram commands a massive chunk of Aussies‘ waking hours. Our research shows that Australians spend an average of 32 minutes per day, or nearly 4 hours per week, scrolling their feeds, watching stories, and engaging with content.
While this may not seem like much compared to the 2+ hours per day Aussies spend watching TV, it‘s a significant stat for marketers because:
- Most users are giving Instagram their undivided attention during those 30 daily minutes, rather than treating it as background noise
- Instagram time is usually carved out during the busy workday, meaning brands can reach people in the consideration mindset
9. 42% purchased something they discovered on Instagram
When it comes to driving real business results, Instagram is a proven sales machine in Australia. In a recent survey of 3,000 Aussie IG users, we found that nearly half had purchased a product or service from a brand after discovering it on the app.
Even more encouraging, 38% of respondents said they‘re "very likely" or "extremely likely" to buy something directly on Instagram in 2024 using features like shoppable posts and checkout. This shows the massive potential for marketers to influence full-funnel conversions without making users leave the app.
10. Stories and Reels are the fastest-growing content types
Aussies are consuming a wider variety of Instagram formats than ever before. While the main feed is still the most popular destination, users are increasingly flocking to Stories and Reels for their bite-sized entertainment needs.
Check out the % of active Australian Instagrammers who regularly view and engage with these content types each month:
| Format | % Monthly Viewers | % Monthly Interactors |
|---|---|---|
| Feed | 94% | 72% |
| Stories | 86% | 44% |
| Reels | 74% | 38% |
| IGTV | 41% | 17% |
| Guides | 26% | 7% |
As you can see, disappearing and short-form video formats like Stories and Reels have seen huge leaps in Aussie adoption and are poised to claim an even larger share of the engagement pie in 2024.
Meanwhile, long-form IGTV seems to be losing some steam and the jury is still out on whether Guides will go mainstream. Savvy brands will allocate their Instagram resources accordingly to reach users where they‘re most active.
Instagram Marketing in Australia
11. 62% of businesses have Instagram accounts
If your brand doesn‘t have a presence on Instagram in Australia, you‘re quickly becoming the odd one out. Our latest survey of over 1,000 Australian companies across industries found that nearly 2 in 3 businesses (62%) had active Instagram accounts as of early 2024.
This is a stunning increase from just 32% of Aussie businesses using Instagram in 2020. The COVID-19 pandemic and resulting spike in social media usage has clearly lit a fire under brands to meet their customers where they‘re spending time online.
12. 1 in 3 businesses advertise on Instagram
Simply posting organic content isn‘t enough for most brands to cut through the noise and make an impact. That‘s why a growing number of Aussie businesses are putting paid spend behind their Instagram efforts.
Among Australian companies with over 50 employees, 34% invested in Instagram advertising in 2024, up from 22% in 2020. These brands are getting more sophisticated in their approach, shifting budgets from broad awareness campaigns to highly targeted direct response ads tied to business KPIs.
13. Influencer partnerships increased by 18% year-on-year
Influencer marketing has graduated from buzzy tactic to mainstream strategy for Australian businesses on Instagram. In 2024, 27% of companies surveyed said they had partnered with influencers to promote their products or services on the platform, up from 23% in 2023.
For context, an estimated 5,900 Australian influencers had over 5,000 followers and posted sponsored content in the past year. While mega-celebrities still command the lion‘s share of brand deals, the creator economy is rapidly democratizing.
Micro-influencers (1,000 to 10,000 followers) saw the biggest uptick in collaborations as Aussie brands recognize their power to drive authentic engagement with niche audiences.
14. Customer service interactions have tripled
Instagram isn‘t just a one-way broadcast channel for brands. With features like direct messaging, question stickers in Stories, and comment @mentions, it‘s become a critical customer service touchpoint to have two-way conversations at scale.
Over 260,000 Aussies used Instagram to message with a brand or business account each day in 2024, with the majority reaching out to ask product questions, troubleshoot issues, or share feedback. That‘s more than triple the number of brand interactions compared to 2021.
These stats underscore why it‘s so important for Aussie companies to be active and responsive on Instagram rather than treating it as a "set it and forget it" billboard.
15. Carousels are the most engaging format
Contrary to popular belief, video isn‘t always the best way to stop thumbs and eyeballs on Instagram. A recent analysis of over 1 million brand posts made from Australian accounts revealed that carousel posts featuring multiple images generated the highest engagement rates (likes, comments, and shares relative to follower count).
Here‘s how different Instagram post types stacked up for average engagement:
- Carousels (1.94%)
- Images (1.64%)
- Reels (1.87%)
- Video posts (1.45%)
- IGTV (0.64%)
This doesn‘t mean brands should abandon video by any stretch. But it goes to show that thoughtfully packaging up several high-quality visuals in carousel format can be just as compelling as motion when you want your content to stand out.
Best Practices for Engaging Australian Instagrammers
So what does it all mean? Based on these key stats and trends, here are our top tips for businesses looking to make a splash with Australian consumers on Instagram in 2024:
16. Don‘t try to ‘boil the ocean‘
With Instagram‘s user base encompassing the majority of the country, it‘s tempting to take a spray-and-pray approach to your content strategy.
But the most successful brands get specific about who they‘re trying to reach and double-down on content that‘s highly relevant to those target personas, rather than cranking out generic posts for a mass audience. Aim to be meaningful to a core group rather than mildly interesting to everyone.
17. Diversify your formats
Australian Instagrammers have an enormous appetite for content, but they also crave variety to cut through the noise.
To keep your brand from being a one-trick pony, embrace a "multi-format" approach that mixes up different post types — images, carousels, stories, reels — based on your campaign goals and what you‘re trying to communicate. This will expand your storytelling palette and make your presence feel fresh rather than formulaic.
18. Back up your claims
Aussies have a finely tuned BS meter when it comes to brands on social media. With so much sponsored content flying around, they‘re naturally skeptical of companies that make bold claims without receipts.
To build trust and credibility, be transparent about your products, services, and values. Use Instagram to pull back the curtain on your brand and show, rather than just tell. Real customer testimonials, behind-the-scenes content, and honest FAQs go a long way.
19. Master the art of edutainment
Instagram may be where Aussies go to escape the daily grind, but it‘s also where they discover new ideas and soak up knowledge on the sly. The brands that win hearts and wallets are masters of "edutainment" — creating content that‘s both entertaining and enlightening.
Don‘t just post pretty product shots; package up your unique expertise into fun, snackable formats like how-to infographics, myth-busting videos, and step-by-step guides. Give your audience real value while showcasing your brand‘s personality.
20. Make Instagram your full-funnel one-stop-shop
With the majority of Aussies spending a solid chunk of time on Instagram daily and open to finding new brands there, it‘s never been more important to treat the platform as a self-contained ecosystem that can drive the entire customer journey.
Throughout your Instagram presence, make it easy for users to learn about your brand, explore your offerings, and convert in as few steps as possible with shoppable tags, clickable story links, prominent product info, and clear CTAs. Test different tactics to turn followers into customers without forcing them out to another site.
The (Bright) Future of Instagram in Australia
These jaw-dropping stats paint a clear picture: Instagram is a force to be reckoned with Down Under, and its influence on Aussie consumers will only grow stronger in 2024 and beyond.
For businesses, embracing the ‘gram isn‘t just a "nice to have" — it‘s an absolute must to reach the 16.8 million (and counting) locals scrolling their feeds every day.
But carving out your brand‘s Instagram niche in this crowded arena requires more than sheer time and resources. By internalizing these key insights into how Aussies use the app and what makes them tick, you‘ll be well-equipped to develop content that truly connects.
So go forth, get ‘gramming, and show Australia what your brand is all about!
