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