Instagram_Segmentation
1 like620 views
This document profiles typical Instagram user personas and their motivations for using the platform. It describes 6 personas: Taylor, a college student focused on her social life who uses Instagram to curate her public image; Michael, a college student who uses it as a dating tool to showcase himself; Jo, a freelance photographer who shares moments from his travels; Gracie, a popular high school student who posts about her daily life; Laura, a young mother who shares photos of her children to fill uneventful days; and their typical hashtag use and average number of likes.
Instagram_Segmentation
- 2. Instagram is a photo and video sharing social media site. It was designed for mobile use with the intention that us- ers would take photos on their mobile devices then upload the images “instantly” through the Instagram app. Like most social media sites, the intention is to connect users with friends, family, colleagues, and other users with similar interests. Instagram 17% of all adults use Instagram 1.2 Billion Likes every day 55 Million Photos uploaded every day 68% of all Instagram users are female 200 Million Active Instagram users 57% of Instagram users enter the App daily 8500 Likes/ 1000 Comments per Second So who are those 150 Million users uploading 55 Million Photos and giving 1.2 Billion Likes every day?
- 3. A segmentation of Instagram users - by Lennart Fleschhut Motivation Taylor is 21 years old and goes to College. She is not a mediocre student, but she’s fine with that. Her focus is rather the social aspect of college. She enjoys to be in the limelight both on- and offline. You will see her hanging around with her girl- friends on campus, school events and parties. She considers herself to be highly coveted. It gives her self-confidence to gain looks/ (likes) and it makes her feel vindicated. Instagram for her, is a platform to display herself in a way that she wants to be seen and create a persona free of flaws for herself. She is picky about the people she follows, but doesn’t mind strangers following her account. Most used Hashtags: #selfie, #smile, #tbt Average number of likes: 70-90
- 4. A segmentation of Instagram users - by Lennart Fleschhut Motivation Michael is 22 years old and goes to a medium size College. He spends a lot of his time in the gym, going for runs around the campus, or hanging out with his friends around campus. He focuses on spending his time at places, where he can display himself to girls and hopefully get to know them. For him Instagram is another chance to dis- play himself to girls and present himself in a the light that he wants to be seen in. It is basically another dating tool, that gives him the self-confidence he needs at the same time. It helps him feel wanted, although he is usually to shy to go up to girls and speak to them. Those also include Snapchat, Tinder and Facebook. He is likely to try new Apps that offer the same possibility. His followers/following consists of people he knows, likely some role-models/celebrities. Most used Hashtags: #fitness, #me Average number of likes: 30-40
- 5. A segmentation of Instagram users - by Lennart Fleschhut Motivation Jo is a freelance Photographer/Graphic De- signer. He worked for a Creative Agency in New York, but is on a trip through South America with a friend right now. He takes pictures of moments that happen during the trip, with the actual intent to show it to his friends. Though, he has a large net- work, and many people know who he his, so he shares it with a large group of followers. He doesn’t have the intention to impress any- body, he just wants to share some parts of his life. For him Instagram is also a tool to be updated about the things happening in people’s lifes. People that are within his closer circle. He is just following his closest friends and some other people from the industry. Most used Hashtags: #nofilter Average number of likes: 1.2k-1.7k
- 6. A segmentation of Instagram users - by Lennart Fleschhut Motivation Gracie is 16 years old and is in her junior year of highschool. She is popular among her peers and known as a fun and crossing-the- lines kind of person. Her account is a tool to show things that happen in her daily life, people she hangs out with, the shoes shes wearing, the fruit salad shes eating at lunch break. Likes are some sort of affirmation for her pop- ularity and her followers are an extension to her real life friends. She probably has some people following her, that don’t know her personally. She in return follows everybody she knows. Most used Hashtags: rather extended picture description, lots of @(people linked) Average number of likes: 140 - 170
- 7. A segmentation of Instagram users - by Lennart Fleschhut Motivation Laura is a young mother, who spends a lot of her time with her child(ren) on a daily basis. On the weekend she likes to go out with her friends, either with or without her partner. To bridge unspectacular moments during a normal day, she posts pictures with/of her child. For the reason she also makes extensive use of other network platforms like Snapchat and Facebook. She likes to play around with Apps that allow her to style and decorate her pictures. She follows everybody she knows and quite a few celebrities on top of that. Her followers are relatives, friends and acquaintances. Most used Hashtags: #mum, #posing Average number of likes: 10-13