The Instagram Demographics Every Marketer Should Know

April 4th, 2023 by

When it comes to social media success, there are certain things we just can’t blag. Instagram demographics being one of them. 

Sure, marketers may think they know who is using the platform, where they are based and what their online activity looks like, but with 1 billion monthly active users now on Instagram, just ‘assuming’ is no longer going to drive engagement. 

Instead, the modern day marketer must look beyond their personal feeds and towards the broader Instagram demographics in order to craft a strong social media marketing strategy with the aim of driving engagement. 

Are you part of an Instagram marketing agency wanting to learn more about the Instagram demographics changing the social media marketing landscape in 2023? 

Read on to discover exactly who is scrolling, liking and sharing on the world’s second-most downloaded app!

Instagram age demographics

Launching a social media marketing campaign with no prior knowledge of your target age demographic will be greatly hindered. Age greatly affects the type of campaign you run, the type of content involved, posting times and campaign goals. 

According to Statista, almost 31% of global Instagram audiences were aged between 18-24, while leading closely behind in second place are the 25-34 year-olds making up 30%. 

The rest of Instagram’s age demographics are as follows:

  1. 13-17 year-olds: 8% 
  2. 35-44 year-olds: 15.7%
  3. 45-54 year-olds: 8.4%
  4. 55-64 year-olds: 4.3%
  5. 65+: 2.6%

A bar chart depicting the global Instagram age demographics.

The key takeaway?

The majority of Instagram users are either Gen Z or Millennials. In fact, Instagram is Gen Z’s favourite social media platform—even ranking above TikTok! Social media marketers looking to target this age group will have an advantage by utilising Instagram. 

This is not to say that Instagram is off limits when it comes to marketing to older generations. In fact, in 2022, Gen X was the fastest growing group of users on the app, with the number of 55-64 year-old males increasing by 63.6%!

Instagram gender demographics 

The gender balance within Instagram demographics is rather unique in comparison to other social media platforms, which skew heavily towards male users. Instagram, on the other hand, is split relatively evenly among men and women. 

Globally, 51.6% of users are male, while 48.4% are female. If we were to look at these Instagram demographics on a country-by-country basis, the data skews even further. In the UK, 56% of users are female, while only 44% are male.

A pie chart depicting the gender demographics on Instagram in the UK, with 56% women, and 44% male.

Instagram location demographics

Ever been surprised by Instagram demographics

You have now.

After years of dominating the app, the US lost its top spot to India. India has more than 230 million users and is Instagram’s fastest-growing market.

So if you’re a social media marketer looking to tap into an engaged Indian audience, congratulations, Instagram is the app for you.

Coming in at a very respectable second place is the US with a user base of 159,750,000. However, it is important to note while it is the fourth-most frequented social media platform in the country, Instagram is not where Americans go to get their news. Knowing this information, it would be wise to keep US-targeted content light-hearted and fresh. 

Now that the rivalry has come to a head, let’s take a look at which other countries have a pretty sizable Instagram audience.

A bar chart showing the countries who have the most Instagram users. Leading the way is India, followed by the US.

Instagram interests demographics

No matter the Instagram demographic—age, gender or location—most people use Instagram to delve into their personal interests. In fact, a poll run by Facebook tells us that 91% of those questioned use Instagram to follow an interest.

But what interests are ranking highly at the moment?

  1. Fashion 
  2. Travel
  3. Beauty
  4. Food
  5. Pets
  6. Parenting
  7. Health and Wellness
  8. Business
  9. Gaming
  10. Photography

According to the same Facebook research, the top place users go to to find more information on their interests is brands. Marketers take notes. Ensure that along with aesthetically pleasing content, you use your messaging and copy to help immerse people in their interests. Consider offering up insightful information about your industry and create content beyond your products and services.


What are the top Instagram demographics?

Age: 18-24 year-olds

Gender: predominantly male, with a heavy skew towards females in some countries

Location: India and US

What is the age demographic of Instagram users?

Most Instagram users are either Gen Z (31%) or Millennials (30%). Other age groups are as follows: 

  1. 13-17 year-olds: 8% 
  2. 35-44 year-olds: 15.7%
  3. 45-54 year-olds: 8.4%
  4. 55-64 year-olds: 4.3%
  5. 65+: 2.6%

What age group is most active on Instagram?

18-25 year olds are the most active on Instagram, making up 31% of Instagram’s global audience size.

Who is Instagram’s target audience?

Objectively, teenagers and young adults are the target audience of Instagram since the platform enhances the connection between user and community.

Which gender uses Instagram more?

Globally, 51.6% of users are male, while 48.4% are female. Having said this, on a country-by-country basis there are several instances where females dominate the balance, such as in the UK where 56% of users are female and just 44% are male.

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@ Socially Powerful

Posted in Social Media Platforms