How Moms Interact With Businesses on Instagram (Study)

By David Cohen Comment


One out of four female Instagram users in the U.S. over the age of 18 are mothers, and Instagram offered some ideas on how brands can use the Facebook-owned photo- and video-sharing network to reach those mothers.

Instagram found that 93 percent of moms access its network at least once per week, with 68 percent doing so daily, and:

  • More than one-half of mothers on Instagram follow businesses.
  • More than 56 percent said Instagram was a place to learn about products, and 78 percent said they take action from business’ posts on the network.
  • Ads from department stores in the U.S. saw 2.8 times more conversions from moms, with that figure at 2.1 times for retail, apparel and accessories ads.
  • Moms are five times more likely than dads to follow accounts about cosmetics, three times more likely for fashion, twice as likely for hair and 1.7 times more likely to follow animal accounts.

Fathers weren’t left out, either, as Instagram found that:

  • Nearly one-half of dads on Instagram follow businesses, with 69 percent taking action based on content they see on the network.
  • Dads are 4.3 times more likely than moms to follow automotive brands, 2.5 times for leisure accounts and 1.4 times for sports accounts.

Instagram said in an Instagram for Business blog post about its research:

With their hectic schedules, moms are using mobile devices to manage their entire lives—from work to personal. In addition to managing their schedules, the average mom checks social media 15 times per day and checks Instagram six times every day.

Not only are moms and dads following their passions and interests, but they’re using the platform to discover and interact with brands they care about. When you set up the audience for your ads, select detailed targeting segments like “mothers,” “new moms,” “dads” and even “fit moms” or “moms of grade schooler kids” to reach this engaged audience.

Instagram also shared examples of successful ad campaigns by Campbell’s and GapKids.

Readers: Did any of Instagram’s findings surprise you?