65+ Instagram Demographics That Matter to Marketers in 2024

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Success on Instagram is often said to come from knowing who likes and interacts with your posts and using Instagram’s data to understand your audience better. Even if you think you know who your followers are, the actual data can confirm or challenge your ideas.

But it’s worth asking if all these numbers and charts can truly show what your followers are like. These analytics aim to help you create content that appeals to the 2 billion people using Instagram each month. However, as social media keeps changing, more than relying on data for your strategy might be required.

Adding an Instagram scheduler, which lets you post content automatically when your audience is most active, seems like a good idea. And when you combine this tool with your knowledge of IG demographics, you make your branding strategy even better. Let’s discuss in detail what these demographics are and their impact on your user engagement.

Why are Instagram Demographics Stats of Creators and Users important?

Knowing the psychographics of Instagram users is crucial for creators and businesses. Here’s a simpler breakdown of why it’s important:

For Content Creators:

  • Tailored Content: Knowing who follows you (such as their age and where they’re from) helps you create more content they’ll like, which means more people will interact with your posts.
  • Best Times to Post: If you know when your followers are online, you can post at those times to get more views and likes.
  • Working with Brands: Brands want to work with creators and followers who might buy their products. Knowing your demographics can help match you with the right brands.
  • Building a Community: Understanding your followers lets you create a stronger community by talking about things they care about.

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For Users:

  • Better Content: When creators use demographics to guide their posts, you see more of what interests you.
  • Finding New Favorites: Instagram suggests new accounts to follow based on what kinds of accounts you like. This makes it easier to find fantastic new content.
  • Learning About the World: Seeing posts from different types of people can teach you about other cultures and viewpoints.

For Businesses and Marketers:

  • Smarter Ads: Companies use demographic data to create ads that appeal to the most likely to buy their products.
  • Understanding Trends: Knowing what different groups of people like can help businesses come up with new products or services that people will want.

In short, Instagram’s demographic stats help everyone on the platform‚ÄĒcreators get to make better content, users see what interests them, and businesses can reach the right customers. It’s all about making Instagram a great place to share, discover, and connect.

Related Article: The Abcs of Instagram Notes: Why They Matter in Your Feed

How to Understand the Instagram Target Audience Demographics

Understanding who follows you on Instagram is super important. It helps you make posts they’ll like, draw in more people, and build a strong bond with your followers. Here’s a simple guide to get to know your Instagram target audience demographics:

  • Check Out Ages

    A lot of people on Instagram are young, mostly between 18 and 34 years old. If you’re making stuff for this age group, you’re on the right track.

  • Look at the Male/Female Ratio

    Instagram has almost an equal number of male and female users. So, if your products or messages are more for one gender, knowing this can help you make the right stuff for them.

  • Where Are They From

    Using location tags and targeting specific places can be very helpful. If you know where your followers are from, you can post when they’re awake and create special content that speaks to them directly.

  • Dive Into Instagram Insights

    Instagram gives you tools to see who your followers are, such as their ages, whether they’re male or female, and where they’re from. This information is gold for making sure your posts hit the mark.

65+ Instagram Demographics Stats That Every Brand Must Know

Let’s explore the Instagram demographic stats that can help you tailor your brand’s messaging to meet their needs.

General Instagram User Demographics

Instagram is a social media giant that reaches over 2 billion people worldwide. It’s more than just a place to share photos; it’s a central digital platform.

Despite competition from new social media sites, Instagram’s huge user base is impressive. Every time you scroll, there’s always something new to see, from beautiful places to the newest dance moves. Instagram is huge, with:

  • Over 1.4 billion people use it every month.
  • It’s the fourth most visited website globally.
  • “Instagram” is the 10th most Googled word, with 338 million searches.
  • About 20.3% of all internet users go on Instagram every day.
  • 35.71% of mobile internet users check Instagram monthly‚ÄĒthat’s as many people as in Europe and North America combined.

Instagram Demographics By Age

Instagram’s user base is diverse, spanning various age groups with distinct preferences and behaviors. Here’s a closer look at the Instagram demographics by age that shape the platform:

  • Teens (Ages 13-17): Although they represent a smaller segment, about 8.1% of Instagram’s global users fall within this age range, showing the platform’s appeal to younger audiences.
  • Young Adults (Ages 18-24): This group forms the core of Instagram’s audience, making up approximately 30.8% of its global user base, highlighting the platform’s popularity among college students and early career individuals.
  • Adults (Ages 25-34): Closely following, adults in this age group constitute around 30.3% of Instagram users, indicating its relevance to professionals and young parents.
  • Middle-Aged Users (Ages 35-44): About 16.1% of users are in this age range, representing a significant portion of the demographic. This showcases Instagram’s broad appeal beyond just younger users.
  • Older Adults (Ages 45-54): With 8.4% of the user base, this demographic demonstrates that Instagram is not just for the youth but also for the middle-aged, offering content and communities that cater to a wide array of interests.
  • Seniors (Ages 55-64): Although they make up a smaller fraction, about 3.6% of Instagram’s users are seniors, proving that the platform offers something even for the older generation.
  • 87% of people on Instagram are from countries outside the US.
  • 21% of young adults in the US check out Reels on Instagram every week.
A snapshot of Instagram demographic’s users by Statista 
A snapshot of Instagram demographic’s users by Statista 

These statistics reveal Instagram’s wide-ranging appeal across different age groups, each engaging with the platform uniquely.

Instagram Demographics By Country

Instagram’s global reach is vast, connecting users from every corner of the world and creating a diverse tapestry of cultures, languages, and interests. The platform’s location demographics offer insightful glimpses into its widespread popularity and the geographical distribution of its user base. Here’s an¬† Instagram demographics by country:

  • Asia-Pacific: With countries like India leading in user numbers, the Asia-Pacific region hosts a significant portion of Instagram’s audience. The region’s rapid digitalization and growing smartphone access have fueled Instagram’s growth, making it a hub of vibrant content and diverse interactions.
  • North America: The United States is Instagram’s stronghold, boasting one of the largest user bases. This reflects the platform’s origin and deep integration into American social media culture. Canada, too, contributes a substantial number of users, highlighting Instagram’s appeal across North America.
  • Europe: Countries like the United Kingdom, France, and Germany showcase Instagram’s strong presence in Europe. The platform’s ability to transcend language barriers and connect people through visuals has made it a favorite among Europeans, fostering communities and driving engagement.
  • Latin America: Brazil is one of Instagram’s most enthusiastic markets, and other countries like Mexico and Argentina also show high engagement rates. The Latin American passion for social media and a young demographic have positioned Instagram as a key player in the region’s digital landscape.
  • Middle East and Africa: In regions like the Middle East and Africa, Instagram has seen remarkable growth, driven by a young population and increasing internet penetration. Countries such as Saudi Arabia and South Africa have embraced the platform, using it to share stories and perspectives unique to their cultures.
  • India: Most Instagram users are in India (326.6 million), with the US (168.6 million) and Brazil (132.6 million) not too far behind.

    A snapshot of Instagram demographics by country by Statista
    A snapshot of Instagram demographics by country by Statista

This geographic diversity underscores Instagram’s role as a global platform, where users from different backgrounds come together to share their lives, discover new trends, and engage with content that resonates with them, irrespective of where they are.

Related Article: Instagram Reels Algorithm: Everything You Need to Know About Increasing Engagement in 2024

Instagram Audience Demographics

People really get into Instagram and spend about 30 minutes there every day. It’s great for keeping users engaged and offers many opportunities for businesses to reach people.

Here’s a quick look at how people use Instagram:

  • On average, users worldwide spend 12 hours a month or 30 minutes a day on Instagram.
  • In the US, people use Instagram on Android for about 7.7 hours a month.
  • Over 100 million folks watch Instagram Live daily.
  • The most-liked photo is of Lionel Messi and his team celebrating their 2022 FIFA World Cup win, with over 61 million likes.
  • There might be up to 95 million bot accounts, causing a big loss for marketers.
  • Around 30.94% of all internet users regularly use Instagram.
  • 21% log in weekly, while 16% use it less often.
  • 38% check Instagram several times a day.
  • 70% view Instagram Stories every day.
  • Instagram Threads got 1 million users within an hour of launching.
  • 71.9% of posts are photos.
  • Each month, 130 million users click on shopping posts.
  • 40% of people post Stories every day.
  • The biggest users are aged 18-34, making up 61% of Instagram’s crowd.

Instagram Demographics Gender

Instagram hosts people from all walks of life. Young folks are checking out the latest cool stuff, and older people are catching up with friends. Here are some Instagram demographics gender:

  • Among the top 10 most followed accounts on Instagram, more than 50% belong to women.
  • As per Statista, male users dominate Instagram with a percentage of 50.6% whereas female users make up around 49.49%.
  • On the contrary, when we look at gender demographics, specifically in the US, we see female dominance with 55.7%, while males come right behind with 44.3%.

Instagram Follower Demographic

Engagement on Instagram is about how people interact with posts, start conversations, and what trends get popular. Every day, Instagram sees 4.2 billion likes.

  • Reels are especially popular, getting 22% more engagement than regular video posts.
  • Watching videos on Instagram has gone up by 80%.

Featured Article: Essential Instagram Analytics & How to Track Them in 2024

Instagram Demographics Analytics

Yes, Instagram is worth it for businesses!

Whether you’re a small shop or a big company, Instagram can help you grow. With features like ‘Shop Now’ tags and sponsored stories, businesses can do a lot. More than 200 million shops and companies use Instagram to share what they sell or do.

Most people who work with social media say they choose Instagram to help their business grow. Online stores in the US are the most likely to have an Instagram account, followed by stores in the UK and Germany.

  • 9 out of 10 people on Instagram check out at least one business page.
  • More than half say they get more interested in a brand after seeing it in an Instagram story.
  • 8 out of 10 people use Instagram to look up new things to buy or services to try.
  • Almost 9 out of 10 say they take action (such as visiting a website or making a purchase) after seeing it on Instagram.
  • Big brands usually post something almost twice a day.
  • Nearly all fashion brands use Instagram to get noticed.
  • 150 million people message a business on Instagram every month.
  • Many people visit Instagram just to see what their favorite creators are posting.
  • Lots of marketers find new customers through Instagram.
  • Many Instagram marketers want to find new people to see their brand, make their brand more known, and sell more stuff.
  • Over half of all Instagram influencers are either nano or micro-influencers, meaning they have a small but engaged following.
  • People trust suggestions from these smaller influencers more than official brand ads.
  • This year, more than half of US marketers plan to use Instagram Reels to work with influencers.
  • 1 out of 3 businesses use Stories to show off their products.
  • 2 out of 3 users enjoy watching Stories from brands.
  • Instagram is a favorite place for marketers to work with influencers.
  • Business pages on Instagram grow their followers by a bit each month.

In Conclusion

Instagram boasts a massive and engaged audience, but understanding Instagram demographics is crucial for marketing success. The platform skews young, with Gen Z and Millennials making up most users. Genders are nearly evenly split, and a significant portion of the audience resides outside the US.

Considering these demographics can help you craft targeted content that resonates with your ideal customer. Remember, Instagram is a visual platform, so leverage high-quality images and videos to grab attention and tell your brand story. Embrace features like Instagram Stories and Reels to stay trendy and increase engagement.

With the right approach, Instagram can be a powerful tool for connecting with your target audience and achieving your marketing goals.


1. What Is Instagram’s Main Demographic?

Instagram’s primary users are young adults, with a significant portion of its user base falling within the 18-34 age group. Specifically, 30.8% of users are aged 18-24, and 30.3% are aged 25-34.

2. What Is the Best Demographic for Instagram?

The optimal demographic for Instagram marketing tends to be young adults, particularly those between 18-34 years old. This age group is highly active on the platform and is more likely to engage with content and brands.

3. How Do I See My Demographics on Instagram?

You need a Business or Creator account on Instagram to view your audience demographics. You can access your Insights from your profile once you’ve switched to one of these accounts. The Insights section provides detailed information about your audience, including age, gender, and location.

4. What Gender Is Mostly on Instagram?

The gender distribution on Instagram is nearly even, with 51.8% of users identifying as male and 48.2% identifying as female.

5. What Country Uses Instagram the Most?

India has the largest number of Instagram users, making it the country that uses Instagram the most. Following India, the United States and Brazil also have significant Instagram user bases.

6. Who Is Most Popular on Instagram?

Popularity on Instagram can vary widely based on metrics like followers, engagement, and content type. Celebrities, influencers, and major brands tend to have the highest number of followers. The specific names of the most popular accounts can change over time, so checking a current list of top Instagram accounts will provide the most accurate information.
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Sarah Anderson

Sarah is a seasoned social media marketing expert with a proven track record of helping brands boost their online presence. Her innovative strategies and insights have driven success for numerous businesses.

65+ Instagram Demographics That Matter to Marketers in 2024

Picture of Sarah Anderson

Sarah Anderson

Sarah is a seasoned social media marketing expert with a proven track record of helping brands boost their online presence. Her innovative strategies and insights have driven success for numerous businesses.

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