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A Surprising Insight into Instagram Advertising

A Surprising Insight into Instagram Advertising

It’s no secret that Instagram is popular – as of this writing, there are 600 million active users – and the number of businesses advertising on Instagram has reached new heights. There are 8 million business profiles on Instagram, and of those, 1 million advertise.

Types of Instagram Advertising

There are four kinds of Instagram ads: photo, video, carousel – viewers can swipe through several images or videos, and Stories. The easiest way to create an ad on Instagram is by promoting a post; the platform offers a fairly robust suite of targeting options to help you better connect with your target market.

Which Generation Uses Instagram The Most?

According to the Pew Research Center for Internet, Science & Tech, 59% of Instagram’s users are between the ages of 18-29. This means they’re either Millennials or members of Generation Z. People over the age of 50 made up only 26% of Instagram’s user base.

[Tweet “59% of Instagram’s users are between the ages of 18-29”]

We would expect to see these numbers change over time. This is the pattern we’ve seen with other social media networks: the first users tend to be younger, and then as the platform becomes more well-known, older people discover and begin using it.

Which Generation is Most Responsive to Instagram Advertising?

Many Instagram ads are designed with an assumption of a Millennial or Gen Z audience in mind. That being said, it’s not the younger set that’s most responsive to Instagram advertising. A recent study sponsored by – a influencer marketing firm – has found that it is people between the ages of 65-74 who are most likely to seek out further information after seeing an Instagram post.

What Does This Mean For Your Business?

Fashion, department stores, and electronics brands saw the greatest boost from Instagram audiences. The same study found that Instagram’s audience is extremely brand aware: Baby Boomers and older Gen Xers are most likely to do further research to learn more when they encounter a brand that is new to them. Knowing this can influence your content marketing strategy.

This report also highlights the importance of really delving down into your analytics and purchasing patterns to ensure the attention you’re attracting is converting into profitable customer relationships. It’s never a good idea to assume you know who your customers are: use your analytic reports to assess what’s really going on. No matter what generation your customers belong to, they expect a high degree of personal attention and responsiveness when they choose to take the relationship further.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office