Australian Instagram Benchmarks for Marketers To Know

Looking at the social media landscape by region can be helpful in scaling your local or global social media presence and 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: 

• Australian Instagram benchmarks.
• Top-performing Australian brands. 
• Australian Instagram statistics. 

Our team analyzed over 100 Australian Instagram accounts year-to-date* to determine the following data and top-performing brands.

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Average Monthly Growth Rate 

Australian Instagram accounts saw an average of 0.5% growth in followers each month.

Average Weekly Posts 

Australian brands posted an average of 9 posts per month. 

Average Engagement Rate 

Engagement rate is defined as your total likes and comments divided by your followers. Australian brands on Instagram have an average 0.3% engagement rate.

Average Effectiveness 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 2.9% effectiveness rate.**

Average Reach Per Post 

Australian brands on Instagram reach an average 19.5K users per post.**

Average Entertainment Score 

Entertainment score is a proprietary metric from Dash Social 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 2.8 out of 10.**   

*YTD =  July 1, 2025 - December 31, 2025.

** 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 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.

Esquire Australia (@esquire.australia)

• Followers: 16.4K
• Average engagement rate: 7.9% 

Esquire Australia presents a polished men’s lifestyle feed on Instagram that blends fashion, culture, sport, and celebrity storytelling. The account features high-quality editorial photography, cover shoots, and short-form content highlighting interviews, style inspirations, and culture commentary aimed at a modern, style-conscious male audience. The brand's social presence mirrors the magazine’s editorial identity, delivering aspirational yet culturally relevant content designed to inform and entertain followers.

Grill’d (@grilldburgers) 

• Followers: 83.9K
• Average engagement rate: 2.8% 

Grill’d’s Instagram has a vibrant, food-forward presence that showcases its burgers through bold, colorful visuals and close-up product shots designed to highlight freshness and ingredients. The account mixes menu promotions, limited-time items, collaborations, and playful, trend-driven content to create energetic brand personality all while still encouraging engagement with fans and the food community. Grill’d’s feed acts as reinforcement for their positioning as a healthier alternative by emphasizing natural ingredients, lifestyle appeal, and community initiatives.

Tim Tam (@timtam)

• Followers: 83.3K 
• Average engagement rate: 0.7% 

On Instagram, Tim Tam has a fun, indulgent presence centered around the iconic chocolate biscuit, featuring close-up product visuals, recipes, and playful content highlighting the brand’s “treat yourself” appeal. The account often promotes new flavors, limited editions, and cultural moments like the “Tim Tam Slam”, while encouraging fans to share their own experiences with the product. It also leverages influencer collaborations and interactive campaigns to build a lively community and drive engagement around the brand.

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. 

• Reach: Instagram advertising (like paid and boosted posts) reach 52.5% of Australia’s population. 
• Most popular social network: 82% of Australian respondents use Facebook, making it the most popular social channel. Facebook is followed in popularity by YouTube with 62% of respondents and Instagram at 59%. 
• Amount of Instagram users: In 2024, over 12 million Australian users are on Instagram. What’s more, over 63% of the social network users in Australia also use Instagram. 
• Global impact: Australia accounts for 0.8% of worldwide Instagram users. 

How to get Australian followers on Instagram?

To get more followers on Instagram, brands should take a few vital tactics to increase their followers. These include: 

• Cross-promote Instagram on other platforms: You could invite users on TikTok to see more on your Instagram or link to your Instagram profile in your LikeShop. 
• Conduct a social media audit: A social media audit is a helpful tool to meaningfully analyze multiple aspects of your social media strategy. 
• Analyze competitors: Completing a competitor analysis is essential in developing your social media strategy. A competitor analysis looks at gaps between your content and your competition and can help you discover opportunities to optimize your content for the Instagram algorithm.

Which Australian has the most Instagram followers?

Chris Hemsworth (@chrishemsworth) is the most-followed Australian on Instagram with over 58 million followers.

How many Australians use Instagram?

As of 2024, there are over 12 million Australian users on Instagram.