Instagram now boasts a whopping 400 million active users. More and more brands recognize now the need to be on the platform. If you are just starting there are a few questions you should ask yourself. Who do you target? What hashtags should I use to get found? What should I show? That’s where the data comes in. There’s a whole lot of research out there about Instagram — everything from the demographics of its users and how often brands are posting, to how caption length affects engagement and what the most popular emoji is on Instagram.