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Should My Business Use Instagram for Marketing?


Today’s post takes a look at Instagram, offering helpful statistics, its pros and cons as a platform, and a few best practices to help you decide if it’s a platform your business should consider. (Check out other blog posts where we have considered Facebook for business marketing, plus  Twitter, LinkedInYouTube, and Pinterest.)

Instagram Statistics to Consider

Instagram has 1 billion active users globally, 500 million of which use Instagram daily –  the U.S. figure is 77.6 million. According to a study done by Recode, the average Instagram user spends 53 minutes per day on the social media app compared to 58 minutes per day spent on Facebook, which tells us that Instagram users are both committed and engaged with the platform.

There are other compelling statistics you’ll want to examine when considering Instagram as a marketing platform.

Instagram User Statistics

According to research by Omnicore Agency:

  • Instagram is the 2nd most engaged network after Facebook (Source)
  • 77.6 million users in the U.S. 
  • 59% of internet users ages 18-29 use Instagram 
  • 33% of internet users ages 30-49 use Instagram 
  • 72% of teens use Instagram 
  • 68% of Instagram users are female 

Instagram Marketing Statistics

  • 71% of U.S. businesses say they use Instagram (Source)
  • 83% of users say they discover new products and services on Instagram (Source)
  • 65% of the top performing posts on Instagram feature a product (Source)
  • 80% of users say they follow at least one business on Instagram (Source)


If your business’ target audience is young females, these statistics are particularly poignant. But Instagram’s appeal and use reach far beyond this niche, and it is increasing. Compare this to Facebook, which is currently shrinking.

You’ll have to decide if these statistics line up with your company’s target audience.

Instagram as a Business Platform – Pros 

If your business is visual, Instagram’s picture-centric focus makes it a natural fit for your marketing needs. But Instagram has additional characteristics and features that suite broader business applications:

  • Visual nature of the platform makes it ideal for building brands
  • Higher reach and post engagement compared to other social platforms
  • Hashtags make it even easier to engage with and grow your audience
  • Business profiles offer analytics, targeting tools, and ad placement

Instagram as a Business Platform – Cons 

  • Clickable links are not allowed in captions, only one clickable link which lives in your profile
  • Timing of your post impacts reach
  • Posts often get on a non-chronological timeline
  • Like all platforms, the algorithm is complicated and changes over time, so you’ll want to research best practices to stay current
  • Despite its highly engaged population, if your business’ audience (buyer persona) is not on Instagram, then it is not a site for you

These lists of pros and cons may help you decide if Instagram is right for your company.

10 Tips for Using Instagram

If you choose to expand your company’s online presence using Instagram, you’ll want to use the platform as effectively as possible. The following tips will get you started:

  1. Engagement is crucial! Don’t just post, INTERACT!
  2. A smaller, highly engaged following is better than a large, inactive following (due to the algorithm)
  3. Use the analytics tools provided with the business profile to discover what days and times your audience is most active – post and engage during this time.
  4. Use Instagram Stories (which automatically delete after 24 hours) that encourage comments – they get better reach
  5. Use hashtags! Create a branded hashtag for use on all posts, plus additional hashtags to broaden reach – up to 30 hashtags are allowed, but many say 12 is the ideal number (resources like Hashtagify can help you select the right hashtags)
  6. Incorporate Instagram Live (live-streaming video)
  7. Share behind-the-scenes snippets about your company or office, assisting followers to “get to know you.”
  8. Encourage your followers to post their pictures of your product or brand that you can re-post (but ask first via comments – which has the added benefit of building connection and trust)
  9. Use quality, authentic images over stock photos
  10. Sell products on Instagram. Yes, you can.


Are you Ready for Your Mulligan? 

If you find it makes sense for your business to partner with a content marketing professional, our team at Mulligan Management Group will welcome the chance to sit down with you and discuss your needs. Visit our website, email us at, or call De-de at 330-472-7673.

Mulligan Management Group  is a digital marketing agency located in Hudson, Ohio. Our team of professionals helps our clients build their internet presence and expand their authority online.

Our services range from website design and development to professional content creation, to social media strategies and implementation. We also offer to consult in all functional areas.




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