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Hit That Like Button

In Part 1 of “Hit That Like Button”, we discussed Facebook and how it may be a good tool for you and your institution. In Part 2, we’re talking about Instagram. We talk a lot about Instagram at Gallery Talk, mostly because I’m on it almost constantly. Between my personal account and the business accounts for my small business and for the children’s museum, Instagram is the on the brain! So, join me as I break down why Instagram could be a good platform for your institution to use in order to engage and inform more of your public!


While Facebook is still dominant online, Instagram reaches over 140 million Americans monthly and that number is only going to climb. The statistic alone is already an increase of 8% since late 2020.[1] Instagram in general is geared toward a younger generation, connecting with 56.6 million teens (ages 13-17)[2], though the main age category is 18-24, with the next largest being 25-29.[3] If your goal is to reach a younger generation, then Instagram may be the platform for you.

Many users spend about 30 minutes a day on the app. 81% of account holders use Instagram to research products, or brands/ companies. For app downloads, Instagram is the 4th most popular download, outranked only by other Facebook-generated apps, including WhatsApp and Facebook Messenger.[4] Instagram tends to work best in urban settings, though don’t let that discourage you from using it if your institution is rurally based. That age demographic I mentioned above? Yeah, that doesn’t include location, so carry on if you think Instagram will work well for you. That being said, there are still about 14% of adults in the US who haven’t heard of Instagram, which makes knowing your audience important. However, it is still one of the fastest growing platforms out there, with one of the most engaging user bases.[5]

Instagram started out as a “visual sharing app”[6] and was kind of controversial when it first arrived online. It was seemingly focused on vanity and self-promotion in the beginning. It has evolved by using photography as tools for branding, to communicate, and as advertisements. It is becoming a necessity for business owners (yes museums are businesses, too) to update, challenge, and entertain their publics.

Sarah Hixson (she/her/hers) is an aspiring curator and educator focusing on DEAI and indigenization work and incorporating activism into museum practices. If you have questions for Sarah, please comment below or send an email to

[1] Christina Newberry, “44 Instagram Stats That Matter to Marketers in 2021”. Hootsuite, January 6, 2021. [2] McLachlan, “27 Facebook Demographics to Inform Your Strategy in 2021.” [3] Troy Tran, “Instagram Demographics That Matter to Social Media Marketers in 2020”. Hootsuite, February 4, 2020. [4] Tran, “Instagram Demographics That Matter to Social Media Marketers in 2020”. [5] Adam Post, “Fastest Growing Social Media Platforms in 2020”, n.d. [6] Post, “The Fastest Growing Social Media Platforms in 2020”.

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