Instagram becoming an established e-commerce channel

Young Australians (18-34 year olds) are increasingly using Instagram to find businesses and services, with a particular focus on the hospitality and travel industries.

For the average Australian user, Instagram is more than just following friends, family and celebrities, with the platform becoming a viable e-commerce channel, with just under half (44 per cent) having purchased something they have seen on Instagram.

As part of Instagram’s research on the Australian market, the platform has released the top local food hashtags. This found that in terms of accounts, there is a high following of some well-known chefs, huge popularity of vegan recipe and cooking accounts, top food bloggers around the country and finally dessert chefs/accounts.

TOP HASHTAGS

1. regionalflavours
2. mealprep
3. plantbased
4. foodphotography
5. healthyeating

TOP CHEFS

1. kylie_kwong
2. sweet_essence_
3. mrniland
4. guillaumebrahimi
5. chefmattstone

VEGAN CUISINE ACCOUNTS (super popular)

1. veganbowls
2. talinegabriel
3. thrivingonplants
4. tessbegg
5. loving_earth

FOOD BLOGGERS

1. buddha_bowls
2. coconutbowls
3. the_fitness_dietitian
4. nourish_naturally
5. jessie_khoo

DESSERTS

1. katherine_sabbath
2. thescranline
3. kirstentibballs
4. rosiesdessertspot
5. sweetbakes_

Additional findings from the research found that 48 per cent are likely to visit a restaurant because friends or family posted about it on Instagram;  47 per cent have visited a small business such as a restaurant because of something they’ve seen on Instagram; and 60 per cent have visited a restaurant /café because of something they’ve seen on Instagram.

Source: Sheridan Randall, 13^th August 2018