20 Stats About Australian Instagram Users & Trends


In July, about 41% of Australia’s population was on Instagram.

And, as Australia is one of the biggest regions of internet and social media growth, its Instagram audience is growing.

New data: Instagram engagement in 2020

Yes. No matter what country you’re shopping in, Instagram’s platform has brand awareness. You might think with such growth figures, Australian brands are racing on Instagram. But that’s not the case – many Australian businesses are missing out on the opportunities offered by Instagram. In fact, recent research shows that only 32% of Australian SMBs use it in their social media strategy.

Although Instagram seems promising, SMBs with limited time, budget, or bandwidth are reluctant to add a new social platform.

Why? While an Instagram account can boost local and global brand awareness on a large scale, developing scalable strategies can be daunting and time consuming for small brands.

Fortunately, Australian businesses don’t just need to launch an Instagram account and hopefully it will work. In 2020, there is a lot of data that can help these brands determine if the platform is right for their goals, and how to engage the Australian audience after creating a business page.

If you are an Australian social media marketer looking to improve your Instagram strategy or work to promote a brand’s Australian presence remotely, use Australian Instagram, marketing, and peak engagement times. There are 20 statistics to learn about.

Australian Instagram usage statistics

Australian Instagram users

  • As of July 2020, there were 10.45 million Instagram users in Australia: about 40.8% of its total population. (Napoleon Ng, 2020)
  • Australia’s Instagram users grew from just 9 million to 10.45 million between May 2019 and July 2020. (Napoleon Catag, 2020)
  • 46% of Australian social media users say they use Instagram regularly, making it the second most popular channel in the region. (Yellow Census Social Media Report, 2018)

Instagram is the third most used app in Australia

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  • Most Australian Instagram users are women, with the highest proportion of women among men being in the 45-44 age group. (Napoleon Ng, 2020)
  • Australia has more than 3.2 million Instagram users, ranging from 25 to 34, making them the largest user group. (Napoleon Ng, 2020)
  • Instagram has 9.1 million Instagram users listed as over 18 years old. (Laurel Popworth, 2020)
  • 48 Australian Instagram Instagram users follow a brand on the platform. (Yellow Census Social Media Report, 2020)
  • Instagram is the third most used non-gaming mobile app in Australia. (We Are Social, 2019)

Instagram user behavior in Australia

  • More than 51% of Australian Instagram users log in to the app at least three to five times a week. (Statista, 2018)

Most Australian Instagram users log in to the app at least once a day. Width =

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  • The three most regularly trending Instagram hashtags in Australia are #Photography, #Australia, and #Sydney, with 450 million, 55 million, and 28 million posts, respectively. (Talk Walker, 2019)
  • Australia’s 45 social media users have taken selfies for platforms like Instagram. Selfie posts are more common in men and people aged 18 to 29. (Yellow Census Social Media Report, 2018)
  • About Australian 40 Australian social media users have posted pictures of food on channels like Instagram. (Yellow Census Social Media Report, 2018)

Australian Business on Instagram

  • 22 of Australian SMBs have posted ads on Instagram (Yellow Senses Social Media Report, 2020)
  • 32% of Australian SMBs have Instagram accounts on Facebook and LinkedIn, compared to 90% and 33%, respectively. (Yellow Census Social Media Report, 2020)
  • Instagram influencers who had accounts of yoga experienced a 127% increase in Australian engagement in March 2020. (Stata, 2020)
  • In March 2020, Australian engagements on hotel-related Instagram accounts dropped by 100%. (Stista, 2020)

Top Busy Times in Australia

  • When using Instagram in any global region, the best time to post to get local post engagement is in your brand’s time zone from 2:03 a.m. to 3:00 p.m. (HubSpot, 2020)
  • The best day to post on Instagram in Australia is on Thursday in the EEDT time zone. (ShareMyInights, 2020)
  • Weekday posts on Instagram get more impressions than Australia’s Saturday posts. (ShareMyInights, 2020)
  • When planning a global post engagement, the best time to post on Instagram from Australia is from 12 noon to 2 pm, from 6 am to 8 am, and from 9 am to 10 am for AEDT. (ShareMyInights, 2020)

Australian brand awareness is growing with Instagram

Looking at the data above, it is clear that Australian businesses can benefit from Instagram, which has a huge pool of users who follow, engage and potentially buy products from all sorts of brands on the platform. Will

But, just creating an Instagram account and forgetting about it will not boost your brand awareness. To really engage the audience, you’ll want to create an active account with content that entertains users, gets their attention, and educates them about your brand and your product. ۔

If this list prompts you to go beyond one-third of the missing Australian SMBs on Instagram, check out this guide or the free resources below for proven tips on how to create an effective Instagram strategy.

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