What Influences Follower Gain on Instagram for Those

That Fit into the 14-18-Year-Old Demographic?

Introduction
In our current day, it is almost impossible to find a
teenager who isnt on social media.1 Social media is
utilised to connect, share, and entertain. Instagram in
particular, is ever growing in popularity2 due to its
ability to easily share attractive photos in a creative
format. Launched in October 20103 Instagram rapidly
became popular, gaining 100 million active users as
of April 20124 and over 500 million as of June 20165.
As there are over 55 million photos shared on
Instagram every day6, it is a goldmine for businesses
to utilise advertising opportunities. By recruiting
popular Instagram users to use their products in
posts, it increases the exposure of their products to
therefore increase sales.
As can be seen in the profile diagram in Figure 1,
Instagram displays numerous features that users can
engage with in order to build their profile. Each users
page displays the photos they have chosen to share
in a chronological order.
One of Instagrams key features is the enablement of
followers whom are other users that consequently
subscribe to other users posts to view in their
Instagram newsfeed.7 The
reasoning Figure 1 behind this impulse is

1 Pew Research Center: Internet, Science & Tech. (2016). Teens, Social Media & Technology Overview 2015. [online] Available at:
http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/ [Accessed 31 Oct. 2016].

2 Social. (2016). How to Gain a Massive Following on Instagram. [online] Available at: https://blog.bufferapp.com/instagram-growth
[Accessed 31 Oct. 2016].

3Mashable. (2016). Instagram tops 300 million active users, likely bigger than Twitter. [online] Available at:
http://mashable.com/2014/12/10/instagram-300-million-users/ [Accessed 31 Oct. 2016].

4 Instagram.com. (2016). Instagram. [online] Available at: https://www.instagram.com/press/ [Accessed 31 Oct. 2016].

5 Statista. (2016). Instagram: active users 2016 | Statista. [online] Available at: https://www.statista.com/statistics/253577/number-
of-monthly-active-instagram-users/ [Accessed 31 Oct. 2016].
somewhat unknown, as it is based on personal preference and opinions. However, there are numerous
factors that contribute to the likelihood of follower gain. Studies have shown that there are common
interests between 14-18 year olds and therefore the likelihood of follower gain is influenced by these
interests. It has been found through both primary and secondary research that follower gain is influenced
by certain identifiable factors. Additionally, the application of these findings in the business world is not
without significance, as businesses are increasingly utilising social media platforms to market a range of
products.8

Who is most likely to be on Instagram?

Survey results demonstrate that there are numerous standout factors that apply to what influences
follower gain for the 14-18-year-old age demographic. As shown in Figure 2, there is a higher number of
females on Instagram as opposed to males, and therefore it is more likely that your business, depending
on what it is selling, will reach the female audience. This is a microcosm of other conducted research,
which states similar findings. Other research such as that from internet traffic site ComScore, has stated
that 42 percent of Instagrams 108 million unique visitors were male, while 58 percent were female. 9
Instagram inevitably showcases a wide diversity of accounts10, dedicated to numerous interests and
posts. A large portion of these accounts, are those dedicated to that of fashion and beauty.11 This focus on
appearance is typically a lure for female users12 which results in the unbalanced gender differences on

6Mindjumpers. (2016). 15 Amazing Instagram Facts [infographic]. [online] Available at:

http://www.mindjumpers.com/blog/2014/01/15-amazing-instagram-facts/ [Accessed 31 Oct. 2016].

7 How To: Instagram. (2016). How To: Instagram. [online] Available at: https://howtoinstagram.wordpress.com/ [Accessed 31 Oct.
2016].

8Wordstream.com. (2016). Social Media Marketing for Businesses | WordStream. [online] Available at:
http://www.wordstream.com/social-media-marketing [Accessed 31 Oct. 2016].

9 The Atlantic. (2016). Why Are More Women Than Men on Instagram?. [online] Available at:
http://www.theatlantic.com/technology/archive/2016/06/why-are-more-women-than-men-on-instagram/485993/ [Accessed 31 Oct.
2016].

10Queensland Blog. (2016). 19 more of the best Instagram accounts to follow. [online] Available at:
http://blog.queensland.com/2016/08/26/19-more-best-instagram-accounts/ [Accessed 31 Oct. 2016].

11POPSUGAR Fashion. (2016). 64 Fashion People You Better Be Following on Instagram. [online] Available at:
http://www.popsugar.com/fashion/Stylish-People-Follow-Instagram-35182066 [Accessed 31 Oct. 2016].

12Anon, (2016). Do You Have Instagram Envy?. [online] Available at: http://www.marieclaire.com.au/article/lifestyle/do-you-have-
instagram-envy [Accessed 31 Oct. 2016].
 the platform.13 Due to Instagrams ability to modify photos to make them
more appealing to the eye14, it gives off the same feeling as makeup and
beauty products, which are of great interest to young women. 15 . As
quoted by popular Instagram user Brooke Upton, she states that I would
like to think the growth of my Instagram is thanks to the way in which I
take and edit pictures, in combination to the way I present myself.
Additionally, women appear to be more inclined to share their daily lives in
an appealing light, in order to portray a so called perfect lifestyle. 16

What accounts are users most likely

to follow?
Figure 2 The key topics identified in the survey support the contention that they can
be classified as more female orientated topics, however the skew could also be due
to the higher proportion of female respondents. It is shown in Figure 3 that fashion and beauty are ranked
very highly with 66% and 63% of voters selecting these types of accounts, as well as celebritys accounts
with 66%.
However, accounts such as those based upon sport and animals ranked much lower, with only 32% and
22% of respondents selecting these options.
As stated by Brooke Upton, I believe that males and females obviously like various aspects. From
experiences with my followers, the males like the way I present myself physically whether in the gym or
going out with my friends. In terms of females, I believe (from speaking to many) that they not only enjoy
the way I present myself, but my positive attitude, my helpful tips in the gym, the way I edit my pictures
and my cooking recipes. This links to the knowledge of understanding your target audience, and being
able to recognise which posts are most successful with which audiences.
Features such as the suggested users that appear upon following an account are also highly linked as
accounts users are likely to follow.17 These users are profiles that Instagram believe to be appealing to
you, based on accounts you follow. This exposure will quite easily lift following count, 18 as more users
from target audiences will be able to view an account.

13The Atlantic. (2016). Why Are More Women Than Men on Instagram?. [online] Available at:
http://www.theatlantic.com/technology/archive/2016/06/why-are-more-women-than-men-on-instagram/485993/ [Accessed 31 Oct.
2016].

14Hootsuite Social Media Management. (2016). 12 Instagram Marketing Tools to Boost Your Business. [online] Available at:
https://blog.hootsuite.com/12-best-instagram-tools-for-business/ [Accessed 31 Oct. 2016].

15 Rachelsimmons.com. (2016). Rachel Simmons. [online] Available at: http://www.rachelsimmons.com/ [Accessed 31 Oct. 2016].

16Elite Readers. (2016). The Obsession of Creating a Picture Figure 3 on Social Media.. [online] Available at:
Perfect Life
http://www.elitereaders.com/social-media-obsession/ [Accessed 1 Nov. 2016].

17 Anon, (2016). [online] Available at: https://www.quora.com/What-suggested-users-will-show-up-in-my-Instagram-Will-the-people-

I-follow-show-up-below-my-suggested-users-to-others [Accessed 1 Nov. 2016].

18
What are factors that contribute to the likelihood of
follower gain on Instagram?
When survey respondents were asked whether they were more inclined to follow an account that was set
to public or private, 63% of users stated that they were more likely to follow an account set to public. The
most common reason was due to the fact that you are able to see the account before you follow it, and
therefore can tell whether they post content you would be more interested in seeing regularly. As a
respondent stated, I follow public accounts because I can see the kinds of stuff they post, whereas, if
they're on private I can't see anything. I'll only really follow a private account if it's someone I know. It is
also stated by numerous websites that this is the case, and that users on a public account will find it a lot
easier to attract followers.19
A feature known as hash tagging is also commonly utilised on Instagram, consisting of a word or phrase
comprised of letters or numbers preceded with the hash symbol (#). 20 These hashtags categorise content,
and make it much easier for Instagram users to discover accounts within categories. 21 Posts with at least
one hashtag have found to average 12.6% more engagement than those without. 22 There are popular
hashtags that can be used in particular, which increase the likelihood of the photos exposure to other
accounts, therefore resulting in influenced follower gain. Although not vital to follower gain, as stated by
Brooke Upton, there are many accounts that obtain great success through the use of various hashtags.
High exposure on Instagram is inevitably a factor that contributes to follower gain 23, as the more people
see your posts the higher the likelihood of someone choosing to follow your account 24. Instagram

19iPhone Photography School. (2016). How To Become Instagram Famous In 3 Easy Steps. [online] Available at:
http://iphonephotographyschool.com/instagram-famous/ [Accessed 1 Nov. 2016].

20Hootsuite Social Media Management. (2016). The Complete Instagram Hashtag Guide. [online] Available at:
https://blog.hootsuite.com/instagram-hashtags/ [Accessed 1 Nov. 2016].

21Socialmediaexaminer.com. (2016). How to Use Instagram Hashtags to Expand Your Reach : Social Media Examiner. [online]
Available at: http://www.socialmediaexaminer.com/instagram-hashtags/ [Accessed 1 Nov. 2016].

22 Get.simplymeasured.com. (2016). [online] Available at:

http://get.simplymeasured.com/rs/simplymeasured2/images/InstagramStudy2014Q3.pdf?mkt_tok=3RkMMJWWfF9wsRolua
%252FAZKXonjHpfsX57%252BwtX6a2lMI%252F0ER3fOvrPUfGjI4CTsViI%252BSLDwEYGJlv6SgFQrDEMal41bgNWRM%253D
[Accessed 1 Nov. 2016].

23Socialmediaexaminer.com. (2016). How to Increase Your Instagram Visibility: 5 Tips : Social Media Examiner. [online] Available
at: http://www.socialmediaexaminer.com/increased-instagram-visibility/ [Accessed 1 Nov. 2016].

24 Young Adventuress. (2016). The Do's and Don'ts of Instagram - Young Adventuress. [online] Available at:
http://youngadventuress.com/2014/12/how-to-gain-followers-on-instagram.html [Accessed 1 Nov. 2016].
exposure has proven to be vital for success in follower count 25, as it generates more engagement and
increases the visibility of content26 .
Additionally, it has been discovered that 62% of Instagram users from the survey stated that the initial
follower count of a user does not influence whether or not they will follow their account. This refers to the
current number of followers the user had before the respondent chose to follow the account, and whether
or not it will play an impact on the users decision to follow. The result of this statement is that a low
following count will typically not be off-putting to other users, and will proceed to follow the account based
purely on content. However, it is important to acknowledge the limitations that may arise with such
research methods. It is possible that this statement was altered due to the belief that stating otherwise
may sound superficial, so respondents chose not to be honest in answering the question.
Respondents from the same survey were also asked for their primary reasons for following other
accounts. After being categorised into general categories, it was found that these accounts were being
followed due to interest, the content that the user is posting, and a combination of a few of the common
reasons given. Therefore, it is often down to the individual and their personal interests as to whether or
not they will follow another account. As one particular respondent stated, I follow others because I like
what they post, and they sometimes give me inspiration for my Instagram. I just enjoy following other
accounts and seeing what they have to offer.
On the contrary, the most unpopular of the categories was to gain more followers, with only 4% of voters
stating that this was a primary reason. Also, only 9% voted that they follow other accounts as they are
their friends, however it is important to acknowledge that although other voters may agree that they follow
friends accounts, it might not have occurred to them while responding to the survey.
There are numerous other tips and tricks that users can take in order to gain followers, such as running
competitions for giveaways.27 Posting an image of a prize to followers with conditions such as the
requirement to have your account followed in order for an eligible entry will drive more users to your
account by increasing exposure.28 Exposure is vital, in the sense that the more people see your posts, the
higher the likelihood for increased follower gain.

25 Social. (2016). How to Gain a Massive Following on Instagram. [online] Available at: https://blog.bufferapp.com/instagram-
growth [Accessed 31 Oct. 2016].

26Socialmediaexaminer.com. (2016). How to Grow Your Instagram Exposure : Social Media Examiner. [online] Available at:
http://www.socialmediaexaminer.com/grow-your-instagram-exposure/ [Accessed 31 Oct. 2016].

27 Socialmediaexaminer.com. (2016). How to Run an Instagram Contest: Four Easy Steps : Social Media Examiner. [online]
Available at: http://www.socialmediaexaminer.com/run-an-instagram-contest-four-easy-steps/ [Accessed 31 Oct. 2016].

28Business News Daily. (2016). Instagram for Business: Everything You Need to Know. [online] Available at:
http://www.businessnewsdaily.com/7662-instagram-business-guide.html [Accessed 31 Oct. 2016].
How can increased follower gain be beneficial in real
world scenarios?
Many fail to see any real life benefits behind the use of Instagram and see it purely as a platform for
personal use.29 However, more and more businesses nowadays turn to Instagram as a vital platform for
social media marketing.30 Due to the ever-growing appeal to visual content in the media 31 businesses and
brands are expected to move forward with the technology growth and to convert to such platforms as
Instagram to advertise and showcase their products. 32 It is a way to connect, interact and communicate
with followers and potential buyers of the product33, in a cutting edge and revolutionary way. Using this
method has proven to increase sales dramatically within businesses that successfully use Instagram for
marketing.34A study from Forrester has found that Instagram content generates 58 times more
engagement per follower than Facebook and 120 times more than Twitter, making it the king of social
engagement.35
An effective way for products to be viewed and sold online is by recruiting popular Instagram users to
advertise products.36 These users are typically reimbursed either in money, or by keeping the products
free of charge. This system is effective, as companies often approach users that have a similar target
audience, to ensure the desired audience will view the advertisement and will be more likely to buy the

29PhotoShelter Blog. (2016). Why Instagram is Terrible for Photographers, and Why You Should Use It. [online] Available at:
http://blog.photoshelter.com/2012/04/why-instagram-is-terrible-for-photographers-and-why-you-should-use-it/ [Accessed 1 Nov.
2016].

30Contentfac.com. (2016). Why Social Media Marketing Is Important For Any Business. [online] Available at:
http://www.contentfac.com/9-reasons-social-media-marketing-should-top-your-to-do-list/ [Accessed 1 Nov. 2016].

31Koozai.com. (2016). 6 Business Benefits Of Using Instagram | Koozai. [online] Available at: https://www.koozai.com/blog/social-
media/6-key-benefits-using-instagram-business/ [Accessed 1 Nov. 2016].

32Socialmediaexaminer.com. (2016). 28 Social Media Marketing Predictions for 2015 From the Pros : Social Media Examiner.
[online] Available at: http://www.socialmediaexaminer.com/social-media-marketing-predictions-for-2015/ [Accessed 1 Nov. 2016].

33Anon, (2016). How to Use Instagram to Promote Your Brand and Drive Sales. [online] Available at:
https://blog.kissmetrics.com/drive-sales-with-instagram/ [Accessed 1 Nov. 2016].

34Shopify's Ecommerce Blog - Ecommerce News, Online Store Tips & More. (2016). How To Build A Massive Following On
Instagram Shopify. [online] Available at: https://www.shopify.com.au/blog/14288561-how-to-build-a-massive-following-on-
instagram [Accessed 1 Nov. 2016].

35Blogs.forrester.com. (2016). Nate Elliott's Blog. [online] Available at: http://blogs.forrester.com/nate_elliott/14-04-29-

instagram_is_the_king_of_social_engagement [Accessed 1 Nov. 2016].

36Socialmediaexaminer.com. (2016). How to Use Instagram to Promote Your Products : Social Media Examiner. [online] Available
at: http://www.socialmediaexaminer.com/use-instagram-to-promote-products/ [Accessed 1 Nov. 2016].
product.37 Brooke Upton states, I believe that having an online presence these days opens doors to many
experiences and connections that you may not have had otherwise. I suggest that the online industry is a
growing market for promotional work that will only get greater with time.'

Conclusion
Conclusively, it is evident that there are various factors which influence follower gain for those that fit into
the 14-18-year-old demographic. Research upon these factors can therefore be utilised in order to gain
followers, by following tips gained from a survey and other conducted research. It is made clear that
although different account themes on Instagram inevitably dont appeal to all, there are numerous
educated assumptions that can be made in order to create targeted audiences. Taking measures such as
ensuring your profile is set to public is crucial for influenced follower gain, as well as understanding what
audiences your profile will most likely appeal to. This understanding that your profile inevitably will not
appeal to all, will help to create a profile that appeals to your target audience, therefore gaining followers.
This information can be utilised in the sense of the online market, as companies can approach those on
Instagram with a high exposure, to use profile as a platform to advertise products and brands.

37Social. (2016). A Complete Guide to Instagram Marketing: Get the Playbook That Drives Results for Instagram's Top Profiles.
[online] Available at: https://blog.bufferapp.com/instagram-marketing [Accessed 1 Nov. 2016].