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Inspiration

January 14

Instagram Business Insights: Show Up Where Culture Happens

BY: Instagram Business Team

San Francisco, CA

Culture evolves every day on Instagram, from burgeoning trends to widespread movements. Wondering how your business can participate in these moments on Instagram? Research can help you understand the latest opportunities. Previously, we shared how Instagram could help your brand push its creative boundaries, leading to real business outcomes. Now we’re focusing on how your business can deepen its impact and move culture forward.

Culture comes to life on Instagram

a family gathers around a phone

Compared to other platforms, people surveyed cited Instagram as one of the top places to keep up with trends1. In fact, 47% of people surveyed strongly associate Instagram as a place where culture happens2. This content may be coming from people you know in real life, creators you follow, and, yes, even businesses. 44% of people surveyed strongly associate Instagram with discovering local and small brands3.

As a platform, Instagram enables people to discover what’s new and what’s next. People’s interests extend from activities to activism to everything in between. Compared to other platforms, people surveyed cited Instagram as one of the top places to keep up with their interests4 — and the top place to keep up with their favorite brands5. Advertisers on Instagram are perceived as trendy, popular, creative, relevant and fun6. For brands, Instagram is a space for them to not only find what’s trending, but also develop their own ideas and share them widely.

Check out Instagram Insider to see what types of trends may drive interest among new and existing shoppers on Instagram.

Businesses can help move culture forward

a woman speaks into a mic

People turn to Instagram for more than just a lighthearted moment—in fact, many are looking at the platform to educate themselves on major issues and become activists in their communities. The platform enables people to find information about social causes and opportunities to give back. 69% of active Instagram users surveyed are more likely to purchase from brands that are inclusive of all people and identities7, while 66% are more likely to purchase from brands that support a social movement they care about8 or that reflects their personal values and what they believe in9.

While it’s increasingly important for brands to consider their impact on society and the world, it’s just as critical for them to give back in ways that are authentic and true to their company mission and offerings. For example, a clothing brand could explore ways to reduce the amount of waste generated by the fashion industry, or a CPG could donate a portion of their proceeds to a local food bank.

Consider supporting causes that line up with your brand’s mission and vision, like how Philadelphia’s Down North Pizza seeks to reduce recidivism through economic empowerment and opportunity.

Create content that shares your brand’s culture

a woman records herself with a phone and tripod

Don’t be shy; share what makes your business tick. Compared to other platforms, people surveyed cited Instagram as one of the top places to express themselves10, and that can apply to businesses, too. 59% of active Instagram users surveyed agree it’s important for brands to post light-hearted or humorous content11, and 58% of respondents agree it’s important for brands to post real, raw, unpolished content12. That means there’s no need to sweat about not having the latest and greatest gear to film or produce content. Unpolished posts still make an impact. The most important thing is being authentic to yourself and your brand’s story.

Read more about finding inspiration and content ideas for Instagram posts.

BY: Instagram Business Team

San Francisco, CA