New research conducted by Nutmeg, the UK’s largest digital wealth manager, found that Instagrammers could be spending up to £2,548.40 per month on items and activities inspired by their Instagram feeds.
Nutmeg analysed some of the most popular hashtags on Instagram – the second most popular social media platform – and discovered that today’s highly-snapped trends come at a substantial price.
The most expensive hashtag category was #homeinspo, with items tagged within each post totalling an average of £1,131.10. Outfit of the day, also known as #ootd, came in as the second most expensive hashtag, outdoing the costs of a #minibreak at £731.90 per outfit, compared to £381.60 for a weekend away.
The following table includes a breakdown of popular Instagram hashtags and their average costs:
Hashtag | Average cost of related post |
#brunch | £32.41 |
#ootd | £731.90 |
#minibreak | £381.60 |
#gym | £271.38 |
#homeinspo | £1131.10 |
With a budget limit of £100, Nutmeg recreated Instagram posts in all five hashtag categories to showcase how easy it is to make savings without sacrificing your lifestyle or your Instagram grid.
When opting for cost-saving options – like taking a staycation over an overseas mini-break or choosing to host brunch with friends instead of eating at a trendy hotspot – the price for all five chosen hashtags decreased from around £2,548 to £79, making a total saving of £2,469.
When opting for cost-saving options – like taking a staycation over an overseas mini-break or choosing to host brunch with friends instead of eating at a trendy hotspot – the price for all five chosen hashtags decreased from around £2,548 to £79, making a total saving of £2,469.
This calculation was based on a person posting one picture per popular category per month. The combined average cost of the products/activities within these posts was added together and the total amount saved across the five categories was subtracted from this (see table below).
Hashtag | Average expenditure in related post | We’ve spent |
#brunch | £32.41 | £11.38 |
#ootd | £731.90 | £28.49 |
#minibreak | £381.60 | £13.95 |
#gym | £271.38 | Free |
#homeinspo | £1,131.10 | £24.74 |