- How Many People Use Instagram Actively?
- Understanding Indian Instagram Users
- Understanding the Different Sections (The Four Pillars)
- Factors Affecting Instagram Engagement in India
- Best Times to Post on Instagram in India
- Tips for Optimal Posting
- Beyond the Numbers, Quality Content is OG
- India's a vibrant, digital melting pot with unique scrolling habits.
Instagram, with its 358.55 million users just in India, is a clear source for businesses and individuals alike to have major growth (and make some money). All you need is better knowledge of your business/personal branding, a better camera to shoot, and content that expresses your business’s USPs and goals. However, timing your posts right away marks an important point to amplify reach and engagement.
44% of Gen Z in India are interested in DIY (do-it-yourself) and wearing clothes in unexpected ways, whereas others are on the competitive edge of making UGC content that leaves a sense of multi-talented Indianness. No matter how you do or what trends you follow, organic growth of your business is only possible if you set your post timings correctly.
In this blog, we'll be looking into the relevant times to post on Instagram in India, considering the factors that directly or indirectly affect user behaviour.
How Many People Use Instagram Actively?
Before we go first with the number of Indian Instagram users and how the algorithm works, let's clarify the certain must-to-know terms.
- Monthly Active Users (MAU): This metric represents the total number of unique individuals who use Instagram at least once during a given month.
- Daily Active Users (DAU): This figure indicates the number of unique users who access Instagram at least once on a specific day.
Conversely, MAU provides a broader picture of Instagram's overall reach, while DAU offers a more granular view of its daily engagement.
Instagram's User Base
As of 2024, Instagram boasts an impressive 2 billion monthly active users (MAU). This makes it one of the world's largest social media platforms.’
While the exact DAU figure hasn't been officially released in recent times, it's safe to assume that it's substantial and has been steadily growing. To put things into perspective, Instagram reached 500 million daily active users back in 2017 when it had 800 million MAUs. Given the platform's continued growth and popularity, the DAU figure is likely significantly higher now.
Why MAU and DAU Matter?
These metrics are crucial for understanding a platform's health and growth.
- High MAU: Indicates a large potential audience for advertisers and content creators.
- High DAU: Suggests strong user engagement and loyalty.
A high DAU-to-MAU ratio signifies a platform with a sticky user base, meaning users are returning frequently.
Understanding Indian Instagram Users
As we know, India is a powerhouse for Instagram, boasting a user base that's both vast and diverse like no other country. Let's talk about the numbers.
A Massive User Base
India is Instagram's largest market: As of 2024, India boasts over 350 million Instagram users, surpassing even the US. This figure underscores the platform's immense growth for businesses and creators.
High smartphone penetration: With over 750 million smartphone users, India provides a fertile ground for Instagram growth. This accessibility has contributed to the platform's rapid adoption.
A Diverse Mix
Age demographics:While the youth (18-24) form a significant chunk of the user base, there's a growing presence of older demographics. This expanding user base offers opportunities for brands to cater to different age groups.
Geographic diversity: India's vastness means diverse cultures, languages, and internet penetration levels. This presents a challenge but also a chance to create region-specific content.
Tier-II and Tier-III cities: The growth of Instagram in smaller cities is always above the level of expectation. This expansion opens up new markets for businesses. Smaller content creators often struggle to gain recognition despite posting top-notch original videos on Instagram. As per the latest update from Instagram, India is at its highest benefit since it is going to tap the opportunities for such genuine content creators or influencers.
The Visual Appeal
Video consumption: Indians are increasingly consuming video content. The rise of Instagram Reels and IGTV has tapped into this trend.
Short-form content: Platforms like TikTok's popularity in India have primed the audience for short, engaging video formats. Instagram Reels has seamlessly integrated into this trend.
The Connectivity Boost
Rising internet speeds: Improved internet infrastructure has led to smoother Instagram experiences. This has encouraged increased time spent on the platform.
Data affordability: Competitive data plans have made it easier for users to access Instagram regularly.
India's Instagram landscape is a mix of youth, diversity, a growing appetite for more visually interactive content, and improving 5G connectivity. Understanding these nuances is first things first for businesses and individuals looking to use the platform effectively.
Understanding the Different Sections (The Four Pillars)
- Feed: A mix of posts from accounts you follow and suggested content. Instagram aims to balance familiar content with potential new interests.
- Stories: Mainly stresses on content from accounts you follow, prioritising close friends highlighted in green, and frequent viewers.
- Explore: Designed for discovery, Explore showcases content from accounts you don't follow based on your interests and past behaviour.
- Reels: Gives 99% importance to entertainment and discoverability, using similar ranking principles to Explore. In fact, businesses employing memes in marketing are 60% more likely to attract purchases. (New York University)
Factors Affecting Instagram Engagement in India
Several factors influence Instagram engagement:
Day of the week: Different days have varying levels of user activity.
Time of day: Peak hours for Instagram usage can vary based on factors like work schedules, lifestyle, and regional differences.
Your Activity: What you like, comment, share, and save directly impacts the type of content you see.
Account History: Your overall engagement history, including your followers and their interactions, plays a role.
Post Recency: Newer posts generally have a higher chance of appearing prominently.
Content Format: The type of content (photo, video, carousel) can influence its placement.
Target audience: That is, understanding your audience's demographics and behavior.
Instagram algorithm: The platform's algorithm constantly evolves, affecting post visibility.
Best Times to Post on Instagram in India
While there's no one-size-fits-all answer, data and trends suggest the following as high peak times for Instagram engagement in India. As per the data from HubSpot, the best time to post on Instagram in India is between 6 PM and 9 PM, when engagement rates are high.
Weekdays
- Monday: 3:15 PM and 7:30 PM
- Tuesday: 11:30 AM and 1:30 PM
- Wednesday: 4:30 PM and 5:30 PM
- Thursday: 6:30 PM and 9:30 PM
- Friday: 2:30 PM and 10:30 PM
Weekends
- Saturday: 8:30 PM and 4:30 AM
- Sunday: 5:30 PM and 2:00 AM
NOTE: These are general guidelines. Experimentation is key to finding the best times for your specific audience.
Tips for Optimal Posting
- Analyze your audience: Use Instagram insights to understand your followers' behavior.
- Test different times: Experiment with various posting times to identify peak engagement periods.
- Consistency is key: Maintain a regular posting schedule to keep your audience hooked.
- Make the best use of Instagram Stories: Share behind-the-scenes content and interact with your audience.
- Use relevant hashtags: Increase searchability with targeted hashtags on social media like Instagram.
- Engage Authentically: Interact with other users' content to expand your reach. That is, respond to comments and messages promptly.
- Post Consistently: Regular posting helps maintain audience engagement.
- Experiment with Content Formats: Explore different content types to see what resonates best.
Beyond the Numbers, Quality Content is OG
While timing is the most important to-do task for all social media managers, it's equally important to create engaging and catchy content. Here are some tips.
Know your audience:Who are you talking to? What keeps them up at night (figuratively speaking)? Keep your posting times to their lifestyle, not to some generic ‘best time’ chart accordingly.
Visual appeal: Invest in eye-catching visuals and compelling captions. According to the latest Instagram update in 2024, the long form videos are finally considered as reels, which prioritises the combination of both— in-depth content and quality.
Storytelling: Curate content that resonates with your audience on an emotional level. For example, if you have a digital marketing agency, posting content that only talks about your agency won't work. Instead, focus on creating something out of the box with using your target audience’s pain points.
India's a vibrant, digital melting pot with unique scrolling habits.
There's no formula for the perfect Instagram posting time in India. It's a blend of data, audience, and experimentation. Look for patterns in likes, comments, and shares. These numbers whisper secrets about the posting times for your target audience. All in all, Instagram is a living, breathing platform. Trends change, Instagram algorithms grow through what they make you go through.
What works today might not work tomorrow.
So, roll up your sleeves, stay agile, keep analysing, and never stop experimenting.
Ready to become an Instagram pro? Let's turn those insights into action! What does your Instagram data tell you about your audience? Share your findings, and we can help you dive deeper.
For more updates, follow Brown Men Marketing on Instagram, LinkedIn, and YouTube.
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