Marketers may want to consider focusing their influencer marketing efforts on women, after new research revealed female Instagram users get five time more likes than male users.
The average number of likes for female users, including celebrities, influencers and ordinary users, was 578, compared to 117 for male users. Men are also 10 times more likely to like, comment or regram a woman’s post than posts by men.
HopperHQ.com has analysed its own user data from the last two years and discovered that female Instagrammers are more influential when it comes to key levels of engagement.
Content from female users featuring beaches and bikinis, lingerie and workouts had the highest levels of male engagement. Women were more likely to engage with #OOTD, make-up and food posts from other female users.
Instagram has over 600 million active users, 100 million of which use it every day. Women still dominate the platform – of all women online, 38% use Instagram, compared with 28% of all men online.
Mike Bandar, co-founder of Hopper said: “It’s no surprise that on a visual platform like Instagram, men and women are drawn to the most beautiful and aesthetically-appealing content. What is surprising, is just how much more popular female users are compared to men.
“Instagram has always been a predominantly female platform, but these findings show just how tough it is out there for male-focused brands and influencers to build followings and reach audiences. It’s not all doom and gloom though, insights like this are an asset that can help users create content that will best connect with their audiences. It’s not just about great photos, regular posts and the right hashtags - and our savvy users recognise this and make it work to their advantage.”
By Jonathan Davies, editor, Digital Marketing Magazine
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