Analyzing Instagram user growth and usage patterns in 2020

Instagram Ad Revenues

This is a preview of the new US Social Trends for 2020 market research report from our partners at eMarketer.
eMarketer PRO analyzes the social media industry and provides in-depth analyst reports, proprietary forecasts, customizable charts, and more.
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eMarketer projected that 788.4 million people worldwide would use Instagram at least once per month in 2019, and more than one-fifth (20.6%) of internet users worldwide would use Instagram.

However, since its parent-company Facebook got the brunt of 2019 privacy criticism, there were questions about whether Instagram would experience similar challenges in 2020.

Despite concerns, Instagram is expected to remain the fastest growing network by total number of users in the U.S. market. As users flock to this platform for its mobile compatibility and ability to produce, locate, and share exceptional photos, advertisers will use it for its superior commerce, branding, and content discovery capabilities.

How have our 2019 Instagram predictions held up, and what social media trends should you be aware of in 2020? eMarketer has put together an updated US Social Trends for 2020 report to answer these questions and uncover how you can best leverage this platform.

Some valuable insights include:

1. Instagram Will Pass Facebook Among Young Adults

Time spent on Facebook is projected to reach an all time low of 33 minutes per day among US adult users in 2020, which would have been worrisome for Mark Zuckerberg had he not made the crucial decision to acquire Instagram back in 2012. This was mutually beneficial to Instagram, which could leverage Facebook’s experience and more diverse audience, as well as Facebook, which could adopt Instagram as a unique entity to retain its loyal followers.

It was clear early on that Instagram would be a hit amongst younger users, and this trend materialized as 85% of teens shared that Instagram was their preferred social network in 2019. Time spent on Instagram is expected to surpass Facebook amongst 18 to 24 year olds as well in 2020. While Instagram has been more slowly adopted by older internet users, 23% of the 50 to 64 year old demographic now say they’re using Instagram, up from 18% in 2016.

Some expected Instagram to face the same scrutiny as Facebook or lose relevance upon the emergence of new apps, but these challenges have not yet emerged, and Instagram’s outlook remains bright. While its success could mean competition for Facebook, most of these users conveniently migrated over to its younger, more trendy entity, which is good news for the overall brand.

2. Despite the Growth of Instagram Stories, The Feed is Still The More Popular UI

While News Feed ads have been effective in the past, they have started to lose their novelty among some users, causing advertisers to pivot their strategies. When Instagram announced the release of full-screen, vertical Story ads, advertisers were eager to leverage this medium …read more

Source:: Business Insider


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