Instagram remains one of the most powerful marketing platforms for Australian businesses, with over 2 billion active users globally and 12.8 million Australians on the platform. More than 90 percent of users follow at least one business, and 83 percent discover new products or services through Instagram.
With AI-driven discovery, in-app shopping, and advanced analytics, Instagram is now an essential tool for brands looking to grow, connect with audiences, and drive sales.
This guide will walk you through Instagram’s latest marketing strategies, content creation tips, engagement techniques, paid advertising, and performance tracking—all tailored for Australian businesses.
Australian consumers are highly active on social media, and Instagram plays a significant role in influencing their purchasing decisions. Here’s why businesses can’t afford to ignore Instagram in 2025:
76% of Australians use social media to research products before buying
60% of online shoppers say they discover new products via Instagram
Australian eCommerce revenue is forecasted to hit $53.5 billion by 2026, with social commerce growing rapidly.
Instagram Shopping and Reels Ads are driving higher conversion rates than traditional digital advertising.
For local businesses, Instagram provides an opportunity to:
Increase brand awareness through visually engaging content.
Reach highly targeted Australian audiences using location-based marketing.
Convert followers into customers with Instagram Shopping and lead generation tools.
Utilise AI-driven insights to optimise content and advertising strategies.
Instagram’s algorithm has become smarter and more predictive, ensuring that users see content tailored to their interests, behaviours, and interactions. Brands that use AI-powered analytics tools will gain a competitive edge by creating data-driven content.
Instagram Reels now generate 36% more reach than other content formats. Short-form video marketing continues to be the most effective strategy for organic growth, particularly for product showcases, tutorials, and behind-the-scenes content.
With 44% of Australians shopping on Instagram, businesses can now:
Consumers are shifting toward direct messaging, Close Friends lists, and exclusive communities for brand interactions. Brands that focus on personalised customer engagement via DMs, interactive Q&As, and private groups will build stronger relationships.
More businesses are using AI-driven chatbots on Instagram to provide instant customer support, book appointments, and answer FAQs.
Keeping up with these trends will ensure your business remains competitive, relevant, and visible.
A successful Instagram marketing strategy follows a balanced content mix to engage audiences at different stages of the funnel.
• 50% Top of Funnel (TOF) → Awareness & Engagement
• 30% Middle of Funnel (MOF) → Consideration & Nurturing
• 20% Bottom of Funnel (BOF) → Conversion & Sales
TOF content introduces your brand to new audiences, drives awareness, and builds engagement.
Examples:
Example Post:
"Did you know 60% of online shoppers discover new products through Instagram? If you’re not using Instagram to grow your brand, you’re missing out! Here’s how you can start…"
MOF content focuses on educating your audience about your product or service while keeping them engaged.
Examples:
Example Post:
"Struggling to choose the perfect pair of glasses? Here’s how to find the best frames for your face shape!"
BOF content is designed to drive conversions and encourage direct action.
Examples:
Examples:
"Last chance! Our biggest sale of the year ends tonight. Tap the link in bio to shop now!"
While organic content builds awareness and community, paid advertising is the fastest way to generate leads and drive conversions.
Lookalike Audiences allow advertisers to target new customers based on existing audience data. Instead of guessing who might be interested in your business, Instagram finds people who share characteristics with your best customers.
Why Lookalike Audiences Matter:
Businesses that use Lookalike Audiences see a 30% lower cost per acquisition (CPA) than broad-targeted ads.
Sun Media has extensive experience managing Instagram advertising campaigns that drive measurable results.
Our expertise in Meta’s ad ecosystem ensures businesses:
If your business is looking to scale up using Instagram Ads, Sun Media’s expert team can help craft the perfect campaign.
A successful Instagram marketing strategy requires consistent content, paid advertising, and strategic engagement.
By following the 50/30/20 content strategy and leveraging Instagram’s advanced advertising tools, businesses can reach new audiences, nurture leads, and drive sales. Whether you’re building brand awareness, increasing conversions, or growing a loyal community, Instagram remains one of the most valuable platforms for Australian businesses in 2025.
Now is the time to leverage AI-driven tools, embrace short-form video, and create high-impact
What type of content should businesses prioritise on Instagram? Businesses should follow the 50/30/20 content strategy:
Prioritising short-form video content like Instagram Reels is also crucial, as it generates 36% more reach than other post types.
How can Australian businesses effectively use Instagram Ads? Instagram Ads help businesses reach new audiences and drive conversions efficiently. Key strategies include:
With 30% of users making purchases after seeing an Instagram ad, businesses investing in paid strategies will see stronger ROI.
How often should businesses post on Instagram? Consistency is key to Instagram success. The recommended posting frequency in 2025 is:
The best posting times in Australia are 7-9 AM on weekdays and 4-6 PM on Fridays for peak engagement.
What are the best ways to increase engagement on Instagram? To boost engagement in 2025, businesses should:
Instagram’s algorithm now prioritises meaningful interactions over likes, so brands should focus on conversations rather than vanity metrics.
How can Sun Media help businesses with Instagram marketing? Sun Media specialises in Instagram marketing strategies, including:
With expertise in Meta’s advertising ecosystem, Sun Media helps businesses scale their Instagram presence and increase conversions.
With 23 years of experience in marketing for small businesses, medium enterprises, and national brands, Nicole brings a wealth of hands-on expertise. Her portfolio includes work with prominent brands such as Optical Superstore, Nutrition Warehouse, and Raine and Horne, as well as small to medium-sized businesses like Qld Bathroom Renovations and Gourmet Meals, where she has dedicated 8 years of service.
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