The Reality Of Instagram

Every month 100 billion users connect to the Instagram platform and more than 500 million people use it daily. In addition, in June 2018 the figure of 1 billion monthly active users was reached (Statista, 2018), although this data could have increased up to ten times more today, according to the same source. Regarding the user profile, 71% of these are under 35 years old.

There is no doubt that this platform is expanding day by day, a network that is also the business channel for so many influencers , singers, artists, etc.

More and more brands and companies are betting on Instagram when it comes to advertising their products and services  and they do so mainly through the so-called influencers, that is, users with thousands (and even millions) of followers and with a minimum of engagement ( level of interaction). In relation to this, up to 50% of Instagram users follow at least one brand, according to data from Mention (2018).

Curiosities and facts about Instagram

In this article we will know the reality of Instagram (or rather, a part of it), and we will do so through a series of data and curiosities about a platform that is at the top of digital marketing. At the end of the article, we will also  talk about how the use of Instagram can influence the self-esteem of users, especially teenagers.

How much time do we spend on Instagram per day? How many companies use this platform? What is the average user profile? Don’t miss out on this and more!

We spend 53 minutes a day on Instagram

According to the Annual Study of Social Networks, we spend an average of 53 minutes a day on Instagram. But what do we do during that time? Basically interacting with other users through chat, comments, likes … but also uploading content and, above all, consuming it.

In addition, as a curious fact, and according to Instagram itself (2018), the fact of introducing the well-known stories in the  app increased the amount of time we invest in it every day. In this sense, up to 500 million Instagram accounts use stories every day.

As for the time, the time at which we connect the most is also important. This and other parameters, brands and  influencers  take it into account when promoting and uploading content. Everything is thought!

7 out of 10, girls

According to data from the statistics portal Statista (2019), 7 out of 10 Instagram users are female. Regarding age, the average is 35 years old. If we are guided by age ranges, the most popular is the one between 25 and 34 years old, followed by users between 18 and 24 years old.

“In the past, you were what you had, now you are what you share.”

-Godfried Bogaard-

Companies and brand impact

According to a 2018 study, developed by the Mention platform , 71% of US companies claim to use Instagram for their business. In addition, the same study reveals that more than 80% of companies consider interactions on Instagram as the most important metric (although this is not easy to calculate).

Regarding the impact of brands, and according to data from Facebook (2018), 83% of platform users claim to discover new products and services on Instagram. On the other hand, to increase brand impact, the stories of Instagram is  one of the most used resources; According to the platform itself, 1 in 3 most viewed stories belongs to a company.

The “push” to buy

Continuing with the reality of Instagram as a business channel, according to Statista (2018), Instagram helps 80% of users decide whether to buy a product or service.

To achieve this effect, companies use psychology applied to marketing and do so through techniques and resources that affect user motivation, their needs and expectations, illusions, emotions, etc. Many of them, in addition, are based on persuasion as a key factor when convincing or creating the need for something in someone.

The reality of Instagram: beyond the data

We have known some interesting data from this platform that bring us closer to the reality of Instagram from a rather objective point of view. But what about what users show on Instagram?

Beyond brands and advertising, most users use this platform to share content from their lives (whether intimate or not), informative or academic content, reflections and texts, meet people, etc. Accessing the platform makes us observe daily, and not without some amazement, the apparent perfect lives shown by most users (or at least, that everyone seems to show).

Beaches and paradisiacal destinations, luxury hotels, incredible clothes, delicious food, smiles and maximum happiness in every action of the day … How real is what we show (and show) on Instagram? It is a good exercise to reflect on it.

What is clear is that, more and more, there are people who use this and other social networks to show (and demonstrate) their happiness constantly, but many times the reality of Instagram is far from the authentic reality. Think about it for a moment: when you feel really happy, do you have the need to show it on social networks, is it enough to enjoy the moment?

Self-esteem based on  likes ?

In line with what has been discussed, there are people who end up measuring their own happiness (and self-esteem) based on the  likes  they receive, and this is highly dangerous, since self-esteem is something that must be built from the inside out, not from the outside to inside.

José Ramón Ubieto, Professor of Psychology at the UOC, affirms that ” the logic of being permanently validated and approved by others is a very important variable for adolescents, although it is not the only one “. The problem comes when this validation and approval comes from the  likes  emitted by others (often even by unknown people).

“Only if I feel valuable for being who I am can I accept myself, can I be authentic, can I be true.”

-Jorge Bucay-

Associated disorders

Úrsula Oberst, Doctor in Psychology and professor at Blanquerna University, considers that if people have a certain vulnerability to suffering from a disorder, “social networks act as a mediator between this vulnerability and depression, to which girls are more prone, and anxiety in the case of boys ” .

Regarding the measure that Instagram recently took to eliminate the number of  likes from publications, Oberst affirms the elimination of likes is a good measure. In adolescence, self-image is very important and the fact that you do not see the likes that others receive eliminates the effects of comparing the amount of likes that you receive with those that others receive as an indicator of popularity ” .