What’s the Secret to Instagram’s Success?

instagram-logo-bnThere’s no disputing the fact that Instagram has become one of the world’s most popular apps. With over 150 million users across the globe, the photo-sharing app has become the marketing engine of some of today’s hottest brands from Nike to Ben and Jerry’s to Red Bull. But how did the brainchild of two graduates from Stanford University rise to billion dollar success in just under three years? One word: demographics.

According to a recent report from BI Intelligence, over 90 percent of Instagram’s users are under the age of 35, which makes the app extremely attractive to brands—particularly apparel, entertainment and media companies—focused on the 18 to 34-year-old age bracket. Other key demographic findings from BI Intelligence include:

  • Instagram slants mainly toward women, with 68 percent of its users being female.
  • Seventeen percent of U.S. adult residents who live in urban areas use the app, compared to only 11 percent in suburban and rural areas.
  • Early data shows that videos on Instagram attract more engagement than Vine.
  • The app accounts for seven percent of daily photo uploads among the top four photo-sharing platforms, proving that when it comes to Instagram it’s all about quality not quantity.

If you’re a company that has yet to dip its toes into the Instagram pool, try taking a page from these brands.


Last year, Tiffany’s tapped into the world’s Internet-using lovebirds with its February Instagram campaign. The luxury jewelry brand hired fashion blogging couple Scott Schuman and Garance Dore and asked them to post snapshots of their love stories throughout New York and Paris. In addition, Tiffany’s asked other couples to submit their own photos using its specialized Instagram filter. Asking consumers to directly engage with their brand was pure marketing genius on Tiffany’s part, as it helped increase engagement and spread brand awareness.


The Boston Celtics

Boston’s beloved basketball team isn’t just good at sinking threes; they’re great brand ambassadors as well. From never-before-seen insider moments to interviews to locker room scenes, the 2008 NBA Championship team knows how to make fans feel like they are a part of the team.


Social media has become an integral part of businesses’ marketing strategies. In fact, social marketing budgets will double over the next five years, according to an infographic from WebDAM. Finding the right platform to connect with consumers is important; therefore take some time to find the platform in which your target audience frequents the most whether its Instagram, Facebook, YouTube, or LinkedIn.