Instagram is a popular platform that can be used by nearly every brand that wishes to have a presence on social media. It is a very direct, user-to-user platform that allows marketers to connect directly to their audience and easily interact with users. Coupled with the fact that businesses can run ads on Instagram via Facebook, it has become a powerful platform for social media marketing.
Because Instagram is an app, it is mostly accessed by mobile phone users (and we know nearly everyone has a mobile phone). According to Business Insider, these mobile phone users accessing Instagram tend to live in urban areas.
17% of US adult residences who live in urban areas use Instagram, compared with only 11% in suburban and rural areas. - Business Insider
Users on this app also tend to be mostly women, about 68% of users according to Business Insider.
What a social media marketer can glean from this information is that a majority of the users on Instagram are metropolitan women. This is a target demographic for many fashion, lifestyle, and health & wellness brands.
However, Instagram is not exclusive to only those types of brands hoping to reach that specific demographic. A small business can find success on Instagram through genuine engagement, posting high quality photos and providing direct calls to action.