Looking at the social media landscape by region can be helpful in scaling your local or global social media presence — understanding Australian Instagram benchmarks will help your team set and monitor realistic goals and performance while developing an understanding of your local niche.
Familiarizing your team with regional social media benchmarks helps your team stay competitive with local brands, set realistic performance expectations and more.
This blog explores:
Our team analyzed over 100 Australian Instagram accounts year-to-date* to determine the following data and top-performing brands.
Australian Instagram accounts saw an average of 0.7% growth in followers each month.
Australian brands posted an average of 9 posts per month.
Engagement rate is defined as your total likes and comments divided by your followers. Australian brands on Instagram have an average 0.2% engagement rate.
Effectiveness rate is a more robust calculation than engagement rate — while engagement rate takes your interactions and followers into account, effectiveness rate takes your total reach into account. Australian Instagram brands have an average 16.5% effectiveness rate.**
Australian brands on Instagram reach an average 30.2K users per post.**
Entertainment score is a proprietary metric from Dash Hudson that measures how entertaining your video content is and takes your engagement rate and retention rate into account to determine how entertaining your content is. The average entertainment score for Australian brands is 2.6 out of 10.**
*YTD = January 1, 2023 - November 6, 2023.
** Effectiveness rate, reach and entertainment score are based on customer data only.
The top-performing Australian brands were selected based on their overall average engagement rate and span beauty, fashion and more on social media. These brands showcase their ability to excel on social media in a competitive global marketplace, with a mix of top-notch quality and a bit of that laid-back Aussie vibe.
The Iconic (@theiconicau) is a fashion and lifestyle retailer targeted to Australia and New Zealand. They infuse their feed with a mix of product shots, models and Reels that show their product in action. They also make use of branded hashtags to bolster their campaigns, including #THEICONICsport to promote their activewear lines and #THEICONIC for other posts.
Allkinds (@allkinds) is a beauty company specializing in bath, body, skin and hair care products for children and teens. Their feed is colourful, eclectic and bright; and filled with images of products, store tours, new launches and more.
They incorporate unique content based on their partnerships, like this Reel they made with Chupa Chups aimed at spreading joy. Here, employees hand a bouquet filled with kind words to strangers in a variety of locations. Not only does this help cement their brand identity as kindhearted and friendly, but it promotes their line of Chupa-scented body care.
Telstra (@telstra) is a telecommunications brand with a mobile network that offers broadband internet, 5G, streaming services, mobile phones and even payphones. While they do feature content highlighting their products and pop-ups — like this post featuring a how-to call Santa tutorial — their Instagram feed is mostly made up of trending memes that incorporate their brand or touch on themes of calling or texting.
Dion Lee (@DIONLEE) is a clothing brand specializing in traditional tailoring with innovative construction and styles. The brand is available worldwide, with six flagship stores in Australia.
Dion Lee’s feed is fairly neutral and consistent — they also harness the power of influencers and celebrities throughout their feed, featuring people like Megan Thee Stallion, Omar Apollo and Dua Lipa styled in Dion Lee.
Dion Lee is also a top performer in terms of entertainment score. Its Instagram content sees an average 6.4 score, almost double the average Instagram entertainment score for fashion brands of 3.4.
Overall, these brands all share a mix of Reels and static posts and use consistent visuals throughout their feed to reinforce their brand identities. Top performers on Instagram use influencers and celebrities to build appeal and reach a range of users, while those that don’t rely on influencers as heavily — like Telstra for example — use memes and Reels trends and popular sounds to encourage discoverability and optimize their content.
What does the social media landscape in Australia look like? Here are some fast facts on how social performs down under to help you craft your own social tactics.
Looking to bolster community and drive engagement with your best visual content? Tools like Vision are well-suited for the ultra-visual fashion industry — AI-powered Vision predicts which images from your content library have the best chance of performing, while link-in-bio solution LikeShop lets you create a seamless flow from your posts to your profile to your online storefront, product galleries and any other landing pages you want to bring users to.
Dash Hudson’s Community Manager lets you connect with users and respond to customer queries and comments, while Social Listening gives your team insights into where your brand is mentioned, how your followers feel about your brand, local and global trends related to your industry’s niche and more.
To get more followers on Instagram, brands should take a few vital tactics to increase their followers. These include:
Chris Hemsworth (@chrishemsworth) is the most-followed Australian on Instagram with over 57 million followers.
As of 2023, there are over 11 million Australian users on Instagram.