Wednesday January 27, 2021 By David Quintanilla
Important User Stats for Marketers

Instagram demographics give entrepreneurs a method to get to know the individuals behind the numbers.

And with a couple of billion individuals on the social community throughout the globe, there’s lots of people to get to know.

Demographic insights ought to inform your Instagram marketing strategy, particularly when you’re new to the platform. You can too use demographics to match your present Instagram viewers to audiences you’d like to achieve, whether or not by means of organic marketing or Instagram ads.

Study age, location, gender, and different Instagram demographics so you’ll be able to tailor your technique and content material for the correct viewers.

General Instagram demographics

Benchmark your Instagram demographic research against these key stats:

  • 1.2 billion: The variety of distinctive guests that have been energetic on Instagram in October 2020, in line with SEMrush.
  • 500 million: The variety of accounts that view Instagram Tales day by day (as of 2019).
  • 1.16 billion: The potential viewers attain for advertisers on Instagram (as of 2020).
  • 90 million: The quantity of people that faucet on Instagram product tags every month (as of 2018).
  • 9 in 10 individuals on Instagram observe a enterprise account (as of 2019).
  • 2.54 billion: The variety of every day energetic individuals utilizing certainly one of Fb’s household of apps (as of Q3 2020).*
  • $25.57: Common income per particular person for Fb’s household of apps in 2019.
  • 3%: The margin of error Fb estimates is current in its Household metrics (as of 2020).

*Official Instagram stats seem in Fb reporting beneath Household metrics, which estimate the variety of distinctive individuals who use Fb, Instagram, Messenger, and/or WhatsApp over a given interval. Lower than 3 in 10 People know that Instagram and Whatsapp are owned by Fb.

Individuals who use Instagram are among the many more than likely to be energetic on different social networks— particularly Fb, YouTube, Twitter, and TikTok. A recent poll of customers aged 16-64 finds that virtually half of Instagram customers additionally use TikTok.

User overlaps between social media platforms

Supply: Hootsuite

Instagram age demographics

  • 25-34-year-olds symbolize the biggest promoting viewers on Instagram, {followed} intently by the 18-24-year outdated age group
  • Males barely outnumber girls in these age teams. Nonetheless, girls outnumber males amongst customers 35 and up

Profile of Instagram's advertising audience

Supply: Hootsuite

The youthful the Instagram person, the extra probably they’re to make use of the social community a number of occasions per day. A poll by Ipsos breaks down the proportion of people that logon greater than as soon as a day by age:

  • 18-24 years outdated: 67%
  • 25-34 years outdated: 60%
  • 35-44 years outdated: 49%
  • 45-54 years outdated: 43%
  • 55+ years outdated: 31%

11% of U.S. dad and mom say their Sept. 11 year-olds use Instagram, finds a ballot by Pew Analysis Middle. Instagram requires account holders to be at least 13 years old, however youthful customers can run accounts managed by dad and mom or guardians.

Parents of older child are more likely to say child uses social media sites

Supply: Pew Research Center

Instagram location demographics

When it comes to promoting attain, the highest international locations and territories with the biggest audiences on Instagram are america, India, Brazil, Indonesia, and Russia. Between October 2019 and 2020, India noticed a 20% growth in its advert viewers measurement—a tempo that would quickly see the nation overtake america for the highest place.

Instagram advertising reach rankings

Supply: Hootsuite

Highlight on america

Stats primarily based on Pew Analysis Middle’s most recent findings

  • 37% of adults within the U.S. use Instagram
  • Solely 8% of adults within the U.S. over the age of 65 use Instagram, in contrast with 46% for Fb and 11% for LinkedIn
  • 43% of girls in the ususe Instagram, in contrast with 31% males
  • Instagram is hottest with Hispanic adults (51%), {followed} by Black (40%), and White (33%) adults
  • Nearly all of Instagram customers within the U.S. stay in city areas (46%), {followed} by suburban (35%), and rural (21%)
  • 43% of U.S. adults are faculty graduates, whereas 37% have some faculty and 33% might or might not have completed highschool
  • 6 in 10 Instagram customers use the social community day by day

Highlight on India

  • India was one of many first markets to check Instagram Reels and the Reels tab
  • India was additionally one of many first international locations the place Instagram launched Reside Rooms, the place as much as 4 individuals can go stay collectively
  • India is the biggest market by users for Fb and Whatsapp
  • TikTok has been banned in India since June 2020
  • Instagram Lite, a small and quick Android model of the app, was launched in India in December 2020 for individuals within the area with restricted entry to information. The app doesn’t help Reels, IGTV or Instagram Buying
  • Languages supplied on Instagram Lite embody Bangla, Gujarati, Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil, and Telugu
  • 63% of the most well-liked influencers in India work in leisure, finds a report from ClanConnect
  • Meals, training, finance, and career-focused influencers obtain probably the most engagement, ClanConnect finds
  • 2 out of 5 songs shared most globally on Reels are from Indian artists

Fb’s common income per person is 11 times higher within the U.S. and Canada than it’s within the Asia-Pacific area. In accordance with Fb, the distinction is “primarily as a result of measurement and maturity” of on-line and cell advert markets in every area. Stats for Instagram haven’t been launched, however they’re probably related.

Fb’s 2020 Annual Report notes the chances of duplicate accounts are “meaningfully larger in growing markets such because the Philippines and Vietnam as in comparison with extra developed markets.” By and huge, the biggest relative progress in Instagram advert viewers measurement occurred in East Asian international locations.

Instagram audiences with largest increases in advertising reach

Supply: Hootsuite

Discover something lacking? Sure, Instagram has been blocked in China since 2014.

Instagram gender demographics

When contemplating gender demographics on Instagram, it needs to be famous that the positioning offers three choices: male, feminine, and never specified. Whereas “not specified” is on the market, a substantial amount of analysis and reporting is proscribed to binary classifications.

  • 51% of Instagram’s advert viewers identifies as feminine, and 49% identifies as male. (Fb’s advert instruments don’t report information for non-binary genders.)

Highlight on america

  • Amongst adults in america, 43% of women are on Instagram, in contrast with 31% of males finds Pew Analysis Middle
  • 62% of new U.S. customers on Instagram determine as feminine, in line with a 2019 Pew Analysis Middle examine, which is proscribed to binary genders. 38% identification as male

Highlight on India

  • 72.5% of Instagram customers in India determine as male, in contrast with 27.5% feminine, finds Statista
  • More than half of girls residing in India are unaware of the existence of cell Web

Instagram gender demographics in India

Supply: Statista

Instagram pursuits demographics

Regardless of the Instagram demographic, individuals use the social community to delve into their pursuits. Latest analysis commissioned by Fb finds that 91% of people polled say they use Instagram to observe an curiosity. In India, it’s 98%.

The analysis finds that the highest pursuits on Instagram are journey (45%), music (44%), and food and drinks (43%). Bucking the development, individuals in India favour expertise as their high curiosity. In Argentina, Brazil, Korea, and Turkey, movie ranks within the high three. Amongst parents in the UK, the highest 5 pursuits are meals, journey, vogue, magnificence, and unsurprisingly, parenting.

interests demographics

Supply: Facebook

We break down key Instagram demographics by curiosity under.


  • Amongst U.S. leisure travellers aged 18-34, Fb’s household of apps are the top online channels for locating locations.
  • Hootsuite analysis finds the Fridays between 9 a.m. and 1 p.m. is when the Instagram demographic with journey pursuits is most energetic.

Sports activities

  • 1.3K: Variety of athletes from worldwide sports activities occasions energetic on Instagram. Every athlete has a mean of 198K followers.
  • 1 in 3 people polled by Fb have used Fb and Instagram to observe world sports activities occasions, 25% of whom are girls.
  • 60% of Instagram conversations in regards to the girls’s nationwide soccer group within the U.S. have been by girls. Within the U.Okay, the gender dynamic on soccer convos general swung to 40% girls.
  • Cristiano Ronaldo is probably the most {followed} athlete on Instagram and the second most followed account, with 252 million followers. Dwayne Johnson and Lionel Messi rank within the high ten hottest accounts.


  • 4 of the highest ten most followed Instagram accounts are musicians: Ariana Grande, Selena Gomez, Beyonce, and Justin Bieber.
  • Practically half of the highest 50 most-followed individuals on Instagram are musicians.
  • 70% of music listeners in Canada and 67% of music listeners within the US observe artists on Fb and Instagram to remain on high of artist information.
  • 1 in 4 weekly Instagram customers within the U.S. watches Instagram Tales about stay music. In Canada, the ratio will increase to 1 in 3.


  • 76% of individuals polled preserve observe of occasions (sports activities, conferences, and so forth.) on Instagram.

An awesome 90% of people on Instagram observe manufacturers. However they don’t simply observe your small business for fairly photos. Throughout 13 markets surveyed by Ipsos, the vast majority of individuals wish to see manufacturers publish enjoyable (55%) actual (53%), and inventive (53%) content material.

Put Instagram demographics to work in your social marketing strategy. If you get to know the individuals behind the numbers, engagement and follower numbers are likely to go up.

Able to put your Instagram person demographic insights to work? Begin scheduling and publishing posts alongside all of your different social media channels immediately from the Hootsuite dashboard. Attempt it free at this time.

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