36% of Instagram users follow brands on the app

Anne Freer | September 22, 2020

App Business

Over a third (36%) of Instagrammers use the platform to follow brands, making it the social network being used most with the specific purpose to follow brands, according to research by AudienceProject.

The findings will be great news for marketers.

But what’s more is that over two-thirds of Instagram users were using the app daily.

It was the most important app for Gen Z and millennials, while Facebook was the most important among Americans.

Meanwhile, WhatsApp was the most important app among Brits and Germans.

While YouTube was the most-used social media platform in the US (72%), Facebook-owned properties including Instagram and WhatsApp attracted 83% of American users.

TikTok is quite a way off and seems to only be gaining some steam in the US and Norway where 10% of the online population use the short-video app.

And there’s more good news for marketers and brands as more than a third of people agree that social media has a positive impact on their lives.

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