[SMK] Social Media Knowledge


Australian and NZ Instagram stats

At Socialbakers, we studied 18,547 posts made by 642 branded Instagram pages from Australia and New Zealand in October to find the largest, fastest-growing, and most engaging profiles.

The results showed that Australian E-commerce, Fashion, and Retail industries dominate the top of the list.

They are responsible for posting 46% of all the content published by the Instagram profiles we researched, and accounted for 78% of all interactions.

Race to the top

Showpo topped each category we measured in October, with the largest following (784,962), the fastest-growing audience (+29,883 new followers), and the most Interactions (2.7m on 400 posts).

It’s quickly pulling away from the second-largest profile, Mura Boutique.

Other brands that are among the largest, fastest-growing, and most interactive profiles include City Beach, Spell Design, and STYLERUNNER,

Content is king

In general, these market-leading Fashion, E-commerce, and Retail profiles are ahead because of their content.

Brands following similar strategies lead the global market as well. They all use photos, rather than videos, for 97% of their content. This follows the trend that sees photos average 327 Interactions per post, compared to only 213 Interactions per video. 

Hashtag heavy?

Our data analysis also found that 56% of posts included three hashtags or fewer, and 92% of the posts we studied didn’t use a native filter (indicating that they were likely edited before being uploaded to Instagram).

Daniel Karlsson set up Socialbakers in Australia and New Zealand in early 2014. He is passionate about solving organisations' problems with real and actionable data. Daniel has more than 15 years experience working in global companies. In his current role, Daniel manages the ANZ team for Socialbakers and is also part of the global management team to make sure the company grows its business in this region, providing thought leadership and servicing and building strategic partnerships with its valuable clients.

Learn with SMK through December

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December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Content Marketing Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: Content Marketing Strategy & Evaluation
  • Module 2: Social Media Organic & Paid Content Best Practices
  • Module 3: Optimising Content for Google Search Success
  • Module 4: Content Marketing Planning, Systems & Processes

Conversion Rate Optimisation (CRO) Masterclass on Fridays from 11 am – 1 pm AEST

  • Module 1: Conversion Rate Optimisation (CRO) Testing & UX Best Practices
  • Module 2: Tracking Conversions With Google Analytics, Meta Pixel & More
  • Module 3: Conversion Rate Optimisation Testing, Experimentation & Data Analysis
  • Module 4: Owned, Earned & Paid Media Conversion Rate Optimisation Strategies

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