Everything You Need To Know About Instagram

And Some Things That Are Just Pretty Cool

Be honest, how many Reels do you send before they’re finally opened? I personally pause after 10… and then maybe a few more. Those inspirational quote Reels are just too good not to share! If this sounds like your weekly vibe, you’re like 2 billion monthly active users on Instagram. (Sprout 2025). Brands are taking notice of Instagram as a vital platform to their online success. Here is everything you need to know about Instagram to consider adding it to your social media strategy.

Not a Garage, But a Different Hang Out

Facebook’s origin story from a garage might be the tale people know of today’s social media’s genesis, but Instagram has its own interesting start. Founder Kevin Systrom first launched his location-based check-in app in March 2010, though you might not recognize the name. Burbn, inspired by his love of whiskey and bourbon, was similar to popular platforms like Foursquare with photo sharing as a way of checking in. (Britannica 2023).

Like all great things, the first draft was not the final product. By July, Systrom partnered with fellow Stanford graduate Mike Krieger and sprouted the redesigned concept under Instagram. Their first day to the public in October 2010 gained 25,000 users!

It wasn’t long before competitors took notice of the rapidly growing platform. Just 18 months later, Instagram was bought by Facebook for $1 billion. 

See the original New York Times article about the acquisition HERE.

Who Are Instagram’s Users in 2025?

If you’re a numbers person (like me), this section is for you. Here are 10 statistics about Instagram’s audience and how they use the platform.

1. Instagram sees 500 million daily active users (SocialPilot 2025)

2. Instagram is the 4^th most visited website in the world (SemRush 2025)

3. Instagram is third in year-over-year audience growth at 5.5% (down from it's #1 seat in 2024 at 25.3%) (Statista 2025)

   
   

   

   
   

4. Both genders are represented at 52.5% male and 46.5% female (Statista 2025)

5. Gen Z and Millennials love Instagram, with over 60% of users between ages 18-34 (Statista 2025)

6. 58% of US adults making $100k+ and 54% making between $70k-$99k annually reported using Instagram. (PEW Research 2024)

7. 41% of high school students, 51% of college students, and 57% of college graduates use the platform. (PEW Research 2024)

8. Instagram users spend an average of 16 minutes a day on the platform (EMarketer 2025)
   

   

9. 44% of U.S users go to Instagram for product reviews and recommendations (Hootsuite 2025)

10. Instagram’s primary use is for entertainment, with more than 85% of users reporting it as a reason they visit. (PEW Research 2024)
    

    

    
    

Media Mixes for the Audience

Instagram began as a photo sharing app and continued to dominate that trend for over a decade. With the introduction of short-format vertical video, the social media landscape has seen a shift in content. Social Media Managers will debate whether photos, graphics, videos, or carousels perform best on this platform, but the answer is simple. It depends on what your goals are.

Reels reach 49% more audience than feed posts, however carousels see 22.7% higher engagement than reels or photos. (SocialPilot 2025)

No matter which content mix you decide on, here are a few tips:

• Utilizing trending audios in Reels is important for reaching target audiences

• Stories are a great place to perform polls, Q&As, countdowns, and promote links

• Broadcast Channels are ideal to connect with your most engaged followers

• Story Highlights allow you to showcase key information

Adam Mosseri, head of Instagram, posts great content on getting the most out of the platform. Follow him HERE.

That’s Cool, But What Should I Post?

Now that you know where Instagram came from, who is on there, and what features you’ll find, how do you know what to post? Let’s look at some popular brands and how they use the platform!

National Parks Service @nationalparksservice

Known for their witty content, the National Parks Service is a prime example of when a brand embraces their audience. Without taking their content too seriously, key messaging is delivered in a way that has audiences laughing, sharing the insanity with friends, and following for more. Join their 6.5M followers HERE.

The key takeaway? Know your audience’s humor threshold.

Liquid Death @liquiddeath

Liquid Death’s iconic social stems from stellar branding. Their use of Instagram capitalizes on collaboration opportunities with influencers and celebrities and posting scroll worthy content that touches on popular trends. Rage-bait might not be the best option for many brands, but Liquid Death has turned it into a successful tactic. Join their 6.1M followers HERE

The key takeaway? Lean into your brand voice, even if it’s unconventional.

Ryanair @ryanair

Ryanair has flown into popularity in recent years with their meme-worthy videos and photos. This is a brand that found a balanced mix of Reels, graphics, and promotions to keep their engagement up while also communicating valuable information. Join their 1.6M followers HERE

The key takeaway? Mix entertainment with promotion to maintain momentum.

KPIs Matter, Here’s How to Track Them

With the acquisition from Facebook and later implementation of Meta Business Suite, Instagram KPIs (Key Performance Indicators) are tracked in the platform alongside Facebook. While I am always a proponent of using third-party software for more in-depth analytics like Loomly or Sprout Social, these in-platform metrics are not to be written off.

The Insights tab of the Meta Business Suite offers an array of tools to track performance. From audience demographics to content results and even industry benchmarking, these tools are vital to understanding what works for your brand and what can be improved. Top

KPIs to track on Instagram include:

• Impressions

• Engagements

• Engagement Rate

• Shares

• Followers

• Watch Time

Instagram: The Photo App for Connections

No matter how you use the platform or who your audience is, Instagram reigns as a vital component of a balanced social media strategy. There is space for every industry (sans politics, more on that later).

Have you joined the conversation yet? Night Bloom Media can help you get started. Contact Us to learn if this platform is right for you!