Understanding User Behavior On Instagram

Instagram is a true social media giant. This social media platform has grown from humble beginnings to 2 billion users in 2025. It is so much more than just a photo-sharing app today.

Instagram has become a go-to for content marketers and business owners who want to share their brands and words with the world. It is one of the most crucial platforms for business success and simply one of the most popular.

But Instagram would be nowhere without its loyal users. If there were no one to create content for, Instagram would not have a reason to exist. This would be true even if Instagram stayed small and used only by people who wanted to keep in touch with their families.

As people dropped off the app due to a lack of interest or time, even die-hard Instagram users would no longer have updated their social lives on the platform.

However, Instagram is anything but small in 2025 and more user-centric than ever. This is because user behavior dictates the content businesses should create for the app.

Whether you are a content creator for your brand or a marketer for a big company, you must understand Instagram user behavior. This is the only way to real success on the platform.

Keep reading to find out how people view and use Instagram and the reasons behind it.

Content Consumption

The powers behind Instagram likely did not know how much the app would explode in popularity in just a few years.

When Instagram was introduced, it was all about sharing gorgeous photos and not much more. But, because the platform showed so much potential, users soon demanded more content. And, with more content came more content options. In 2025, photo-sharing is still a trend.

But, with the rise of short-form video, Instagram had to design its own video option. It did so with the introduction of reels.

Now, sharing both photos and videos is huge on Instagram. Instagram users love reels and watch an average of 17.6 million hours of reels daily. They don’t only watch but share them, too. For this reason, more than half of U.S. marketers use reels to promote products and services.

Moreover, Instagram users are hungry for entertainment. This means you should lighten up on the promotional content and create pure entertainment reels. More than 60% of users actively search for entertaining content on Instagram. This is a golden opportunity to post fun content and increase your profile’s engagement rate.

That said, Instagram Stories are hugely popular, too. Instagram users love the exclusive nature of stories (they disappear after 24 hours). Marketers love stories because they are great for announcements, product launches, and interaction.

If you track your content success on Instagram, you will soon see which of your content formats perform best. Base your next content campaign on this data for continued success.

Engagement Is the Core Of Instagram User Behavior

The Instagram algorithm only promotes content that users interact with. So, whether your audience loves the like button or writes a book of comments below your posts, it is good news.

The Like button may be a basic option for interaction, but it still indicates interest. The more likes you get, the better for the algorithm and your business.

Comments also reveal interest but on a deeper level. Users typically comment when they want to know more about a product or service. They ask questions and take part in discussions. This type of user behavior is integral to your Instagram success.

You can encourage comments by asking questions in captions or using the question sticker. When people comment, you have the chance to speak to them directly. This is the best way to build a trusted relationship with your Instagram audience.

Even better, when people share your content, they find it valuable. This is the user behavior you should work the hardest to achieve. Shared content will allow you to expand your reach on Instagram and improve brand awareness.

The Save feature on Instagram also plays a big role in user behavior. Sometimes, it indicates that users find your content the most valuable of the alternatives they’ve seen or read. When users save your content, they want to go back to it at a later stage because they deem it inspiring or useful.

The Instagram Algorithm Plays a Role In User Behavior

The algorithm shows users the content they want to see. It takes their past interaction behavior and uses that data to present similar content in their feeds. Previous interactions may include following accounts, liking, and commenting, or sharing content.

This is all part of Instagram’s personalization features. And it will help you create content that users want to see.

So, not only should you post content that users are interested in, but you need to design your posts so that users will want to share and save them. Keep in mind that the algorithm is always going to prioritize newer content.

If you are inconsistent with your Instagram content, your account will lag in users’ feeds. You must stay on top of your posting schedule to maintain optimal visibility on the platform.

Factors That Will Shape User Behavior In 2025

User behavior shifts and evolves all the time. But some behavioral trends seem to be sticking around for the long haul. Some of these trends continue to shape user behavior in 2025. They include reels, which result in increasing engagement, as well as influencer marketing. Influencers are known to boost brand awareness quickly over a short time.

Additionally, live videos offer another opportunity for real-time conversations on Instagram, which does not go unnoticed by users. And Instagram Shopping continues to thrive, allowing users to interact with brands and products directly on the app.

Base Your Instagram Marketing Strategy On User Behavior In 2025

Again, you can only be successful on Instagram if you understand your audience’s behavior. This will help you create content your followers want to see and engage with. Base your marketing strategy on the analysis of user behavior on your feed, and you will continue to thrive on the platform for many years to come.