Instagram has over 300 million users, most of whom are female members of Generation Y. This generation grew up in a digital world and sees social media as part of their culture. Instagram influencers have direct influence over Generation Y consumption behaviors by shaping brand opinions within their communities, as this group is less loyal to brands and more influenced by social circles.

1. Instagram’s Influence on Consumer
Behaviour Among Girls in Generation Y
Carol Sereno, Rebecca Jäger, Hilda Kleppe and Clément Blasco

2. Instagram
GenerationY
Opinion Leaders

3. Instagram
300 millions users
👩
68 %
👨
32 %

4. Instagram
30 billion photos on the network
Social network with the best ROI
70 million / day

5. Generation Y / Milleniums
Grew up in a digital
environment
Part of their cultural capital

6. Direct influence on the behavior and way to
consume
Immunized to marketing pitches
Less brand loyal
More influenced by communities
Generation Y / Milleniums

7. Opinion Leaders
"a person who influences his
environment and (or) that
exchange oral information about
products and brands."
Now, electronic influencers
and new media