Table of Contents
You might already have a pretty good idea of who your followers are on the platform, but with these Instagram demographic statistics, you’ll have the cold hard facts to prove it.
Understanding Instagram’s demographics will allow you to identify your target market, plan relatable content, drive engagement, and create winning social media campaigns.
Keep reading to learn about the 2 billion monthly active users who might be checking out your brand’s Instagram account.
General Instagram demographics
Instagram has 2 billion monthly active users
Instagram boasts two billion monthly active users, tied for third place with WhatsApp in most popular social media platforms. First place is Facebook and second is YouTube.
Instagram has the most users in common with Facebook and WhatsApp
According to the 2025 DataReportal global report, 80.3% of Instagram users are also on Facebook, and 77.1% are also on WhatsApp. Considering these three platforms all live under the Meta umbrella, it adds up that all three platforms have a large user base in common.
70.2% of Instagram users prefer to use the platform for sharing photos and videos
The top activity Instagram users like to do on the platform is share photos and videos. After that, 66.7% of users want to look for funny or entertaining content, and 62.3% like to follow or research brands or products.
Business accounts on Instagram see an average of +0.86% growth in followers each month
Instagram business accounts regularly see growth on the platform at an average rate of +0.86% per month. Even though that’s small, it’s still encouraging to see consistent positive growth for brand accounts.
The most-followed Instagram accounts are Instagram, Cristiano Ronaldo, Lionel Messi, Selena Gomez, and Dwayne “The Rock” Johnson
The top five Instagram accounts are Instagram (686 million followers), Cristiano Ronaldo (651 million followers), Lionel Messi (505 million followers), Selena Gomez (421 million followers), and Dwayne “The Rock” Johnson (394 million followers).
Schedule posts, Reels, and Stories. Answer comments and DMs, and build beautiful reports. It’s so easy.
Start free 30-day trialInstagram age demographics
16-34 year olds say Instagram is their favorite social media platform
24.8% of female 16-24 year olds and 26.6% of male 16-24 year olds say Instagram is their favorite social media platform to use. In addition, 20.8% of female 25-34 year olds and 18.4% of male 25-34 year olds say the same.
Nearly 84% of Instagram users are younger than 45
Here’s how the Instagram audience breaks down by age, according to Statista:
- 18-24 years old: 31.7%
- 25-34 years old: 30.6%
- 35-44 years old: 16%
- 45-54 years old: 8.7%
- 55-64 years old: 4.6%
- 65+ years old: 2.9%
We can see that there’s a clear concentration of 18-34 year olds on the app, with nearly two-thirds of users falling into that age range. However, add in 35-44 year olds (older Millennials and younger Gen Xers), and we’ve got nearly 9 in 10 users accounted for.
61% of teens use Instagram
Instagram remains one of the most popular social media platforms amongst teens, with 6 in 10 claiming to use the platform. This puts Instagram only behind YouTube (90% of teens) and TikTok (63% of teens).
Roughly 50% of those teens access the platform at least once a day, and 12% say they use Instagram “almost constantly.”
76% of U.S. adults aged 18-29 are on Instagram
3 in 4 people aged 18-29 in the United States are Instagram users. This is closely followed by 66% of U.S. adults aged 30-49.
Instagram gender demographics
Instagram’s gender breakdown is nearly 50/50
Of Instagram’s global users, 50.6% identify as male, and 49.4% identify as female. So while the platform just barely skews male, it’s almost completely split down the middle, making this the most balanced social media network regarding gender. Keep in mind this dataset does not include non-binary users.
Instagram’s largest group of users are Millennial and Gen Z males
According to DataReportal, the two biggest user groups on Instagram are men aged 25-34 (18.4%), followed by men aged 18-24 (17.2%).
Source: DataReportal
Gender demographics vary in different countries
While the overall gender distribution of Instagram users is pretty even, this varies country by country. In fact, in the United States, the user base leans female, with 55.4% of U.S. Instagram users identifying as female compared to 44.6% of men.
But in India, we see the opposite. 67.2% of Instagram users in India identify as male versus 32.8% identifying as female.
Instagram location demographics
The most Instagram users live in India, the United States, and Brazil
India by far has the largest number of Instagram users at 362.9 million, followed by the United States with 169.65 Instagram users and Brazil with 134.6 million. Indonesia sits in fourth place with 100.9 million Instagram users, almost double the fifth place Turkey with 57.1 million.
Southern America, Northern America, and South-Eastern Asia have the largest share of Instagram’s advertising audience
According to DataReportal, the biggest advertising audiences reside in Southern America (13.6%), Northern America (11.0%), and South-Eastern Asia (10.2%).
Source: DataReportal
47% of U.S. adults use Instagram
Nearly half of all U.S. internet users are on Instagram, meaning this is a great platform to use if you’re looking to target United States residents.
Instagram education and income demographics
57% of U.S. adults that use Instagram have a college degree or higher
According to Pew Research data, 57% of U.S. adults who use Instagram have a college degree or higher, 51% have some college education, and 41% have a high school diploma or less.
58% of U.S. internet users that use Instagram have a household income of $100,000+
58% of U.S. adults on Instagram make over $100,000. This is followed by 54% who make $70,000-99,000, then 47% who make $30,000-69,999, and finally 41% who make less than $30,000.
The takeaway? Instagram audiences come from a wide range of financial backgrounds (in the U.S. at least) but are slightly more likely to be from higher-income homes.
Instagram device usage demographics
The average user spends 16 hours and 13 minutes on the Instagram app each month
The average Android user worldwide spends 16 hours and 13 minutes on the mobile app. The top countries based on mobile app usage are Turkey (32 hours, 36 minutes), Brazil (23 hours, 35 minutes), and Argentina (20 hours, 46 minutes).
The average user opens the Instagram app 331.8 times per month
The average Android user worldwide opens the Instagram app on their mobile devices 331.8 times per month. The top countries based on app opens are Turkey (581.5 opens), Chile (554 opens), and Argentina (502.8 opens).
Instagram influencer demographics
76.86% of all Instagram influencers have between 1,000 and 10,000 followers
The vast majority of Instagram influencers are micro-influencers, with a little over 3 in 4 influencers having between 1,000 and 10,000 followers. 18.23% of influencers have 10,000-50,000 followers, 4.56% have 50,000-500,000 followers, and just 0.16% have over 500,000 followers. When planning an influencer marketing campaign, pay attention to each influencer’s engagement rate and related metrics over their Instagram followers.
57% of Gen Zers want to be a social media influencer
Gen Z grew up on social media, so it makes sense that most of them see influencing as a viable job. Over half (57%) of Gen Zers say they want to be a social media influencer.
Instagram interests demographics
Some of the top hashtags are #fashion, #photography, and #art
Instagram is a visual platform, so many of its users have interests that fall under that umbrella.
This is indicated by some of the most-used hashtags, like #fashion (4th place with 1.2 billion Instagram posts), #photography (5th place with 1.12 billion posts), #art (6th place with 1.1 billion posts), #nature (11th place with 836.2 million posts), #travel (12th place with 764.6 million posts), and #beauty (25th place with 565 million posts).
50% of Instagram users prefer funny content
Half of Instagram users prefer seeing funny content on the platform, followed by creative (46%), informative (41%), and relaxing (37%) posts. Keep these types of content in mind as you create your Instagram marketing strategy.
How to use Instagram demographics to inform your strategy, according to the experts
Learn how to use these Instagram statistics and user demographics in your social media strategy. Knowing who uses Instagram helps you better understand your target audience and how to reach them.
Tailor your content to specific age groups
Instagram users tend to lean towards younger demographics, so you want to keep that in mind as you create your digital marketing content.
Colleen Barry, Head of Marketing at Ketch, gives some tips on how to do so, saying, “Younger users from ages 18 to 24 usually prefer fast, engaging content like Instagram Reels and memes, while users in their 30s and 40s respond better to detailed carousel posts and educational content.”
Barry continues, “When I started running campaigns, I treated Instagram as one-size-fits-all, but once we started analyzing age demographics, we adjusted our content style and saw a big jump in engagement. If you’re marketing to multiple age groups, create different content formats and test which ones perform best for each audience segment.”
Cater your content to different genders
Different genders also consume content differently, an important factor to keep in mind depending on who you’re trying to target.
Maris Laatre, CMO of Bully Max, shares, “When we first started running campaigns at Bully Max, we assumed our audience was mostly male, but Instagram’s demographic data showed that a large percentage of our engaged followers were actually women, especially those buying for family pets.”
Laatre continues, “Once we noticed this, we adjusted our content to include more storytelling and emotional appeal rather than just focusing on performance-driven messaging. This shift led to higher engagement and better conversion rates.”
Her tip is this: “If your audience skews heavily male or female, tweak your content tone, visuals, and messaging to align with what resonates most with them.”
Optimize ads using your audience’s demographics
If you’re running Instagram ads, you need to keep your demographics top of mind to make sure you’re reaching the right audience.
Dirk Alshuth, CMO at emma, says, “Optimizing ads based on your audience’s demographics gets better results for your budget. Instead of running broad ads, focus on the specific age groups, locations, and interests that Instagram Insights reveals about your followers.”
Alshuth explains, “For example, when we noticed a large portion of our audience was based in major U.S. cities and aged 25-34, we adjusted our ad creatives to feature urban settings and a more professional tone. This small tweak improved our ad performance and reduced costs. The more you refine your targeting based on real audience data, the more effective your ads will be.”
Instagram demographics FAQ
What is Instagram’s main demographic?
Instagram’s main demographic consists of Millennial and Gen Z men. So if you’re trying to target young men with your business, Instagram is a great platform to do so.
Can you see demographics on Instagram?
You can access limited demographic information within your Instagram analytics. Look at the Accounts reached section to find information like top countries, top cities, top age ranges, and gender breakdown for the people who have seen your content.
What age group uses Instagram the most?
84% of Instagram users are under the age of 45. To get more specific, the largest age group of users is 18-24 years old at 31.7%, followed by 25-34 years old at 30.6%.
How can I use Instagram demographics to grow my business?
Pay attention to your audience demographics so that you know who to target with your content. When you know your audience, you can better communicate with them, leading to more growth.
What is the gender breakdown of Instagram users?
The gender breakdown of Instagram users worldwide is nearly 50/50, with 50.6% identifying as male and 49.4% identifying as female.
What are the most popular countries or regions on Instagram?
The countries where Instagram is the most popular are India, the United States, and Brazil.
What percentage of Instagram users are active?
Instagram has over two billion monthly active users. We don’t have insights on how many Instagram accounts have been created total, though, so we don’t know how many of those remain active.
Can Instagram’s demographics help me choose the right hashtags?
You can look to demographics like location to help you pick location-specific hashtags. You can also pay attention to some of the most popular hashtags and the interests they’re based on to use in your relevant content.
Save time managing Instagram for business using Hootsuite. From a single dashboard, you can create, schedule and publish posts directly to Instagram, engage your audience, measure performance and run all your other social media profiles. Try it free today.
