Instagram now has nine million monthly active users in Australia — around 40% of the entire population.

Australians are using the platform to connect with friends and family, as well as brands.

“We’re thrilled that the Instagram community in Australia has grown to nine million monthly actives,” says Will Easton, Facebook managing director Australia and New Zealand.

“From teen entrepreneur Morgan Hipworth of Bistro Morgan to iconic Aussie brands like Qantas and the very first AFL women’s team, we are inspired by the innovative ways of using Instagram to build their communities and strengthen relationships with people they care about.”

The rise in popularity of Instagram has also opened up opportunities for businesses to develop new ways of engages their customers online.

Using “digital influencers” brands allow people with a sizable following to takeover their account in order to encourage more people the follow their business. See more on that here.

Facebook bought Instagram in 2012 for $US1 billion in cash and stock.

At the time the platform was a mobile-only photo-sharing app with 30 million users. Now it has more than 700 million users.

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