[SMK] Social Media Knowledge


Number Crunch: Instagram

Instagram continues to be an anomaly in the world of social networks. Its star continues to shine brightly as user numbers explode, while brands can still reach users without shelling out big bucks like they must on Facebook.

But as Instagram continues to monetise, how will everyone's favourite platform continue to strike the right balance between user experience and the bottom line in 2016? Read on to find out.

Gram it

Instagram is just over four years old, being founded in October 2010 by Kevin Systrom and Mike Krieger.

By April 2012 the platform had attracted 100 million users and also the interest of Facebook – which acquired the platform for US$1 billion.

By the numbers

Today Instagram now has over 400 million monthly active users, making it bigger than Twitter.

Over 75 million of the Instagram army visit the platform daily. 

Photo finish

Every day 80 million photos are shared on Instagram, generating over 3.5 billion Likes. 

So far over 4 billion photos have been posted on the platform.

Audience break down

Instagram is evenly split between male and female users, and Android and iOS owners.

Close to half of Instagrammers are aged between 16 – 24 years.

While 30% of US internet users have an Instagram account, 75% of the platform's users reside outside the US.


After a lengthy trial period, Instagram ads finally launched in Australia and New Zealand in 2015. 

Ads can either be photos, video or carousel. Expect more ads in feeds as Instagram amps up its offering for brands this year.


For better or worse, Selfies continue to rule on Instagram.

Not only was "selfie" declared word of the year in 2013, this selfie from Kendall Jenner featuring her heart-shaped hair is the most popular ever posted on the platform with 2.6 million Likes. 

Learn with SMK through March

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

March SMK Courses, Live Help & Support Options

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

  • 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: TikTok on Wednesdays from 1 pm – 2 pm AEDT

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

Google Analytics Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module 3: Analytics Campaign Tracking and Report Analysis
  • Module 4: GA4 Round-up, Conversion Attribution & Visualisation

Influencer Marketing Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: 2023 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce 

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