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Instagram Demographics You Need to Build Your Strategy

Learning about age, location, gender, and other Instagram demographics will help tailor your content and strategy to the right audience and help up your Instagram game. 

Posted 1 year ago

Written by

Mackenzie Taylor
Posted 1 year ago

Instagram demographics is the best way to give marketers a way to get to understand the people behind the numbers on the screen. When it comes to these insights, they should help shape your Instagram marketing strategy, as it will determine who you’re talking to, what you’re talking to them about, and what kind of content they’ll actually engage with. Because that’s what you want, right? Engagement? (Answer: yes, yes it is). Learning about age, location, gender, and other Instagram demographics will help tailor your content and strategy to the right audience and help up your Instagram game.

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  1. General Instagram Demographics
    • Fun Instagram Demographics Facts

General Instagram Demographics

Since its launch in 2010, Instagram has grown out of control and is the second most popular social media app behind its parent company, Facebook. Brands, creators, small businesses, and more use the platform every. single. day. to sell their product, build a stronger audience, and help increase sales for their business. With this in mind, we’ve highlighted the overall demographics on Instagram and how each one will improve your strategy.

  • 1 billion: The number of monthly active Instagram users
  • 500 million: The number of daily active Instagram users
  • 500 million: The number of daily active Instagram users
  • 200 million: The number of businesses on Instagram
  • 1.16 billion: The potential audience reach for advertisers on Instagram
  • 90 million: The number of people who tap on an Instagram product tag each month
  • 9 in 10 people on Instagram follow a business account
  • 2.54 billion: The number of daily active people using one of Facebook’s family of apps.

Instagram Age Demographics

​​So you want to market to your audience, but who is the audience you’re marketing to? Age demographics is essential to know when it comes to marketing and there are two major age groups on Instagram:

  • Gen Z
  • Millennials

Keeping track of age demographics can help you find and identify your target audience on Instagram and/or can help you figure out what kind of content to create to target a particular age demographic within the audience you already have.

The younger the Instagram user, the more likely they are to use Instagram multiple times per day. According to a poll from Ipsos, the breakdown of the people who log on to Instagram more than once a day by age are:

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

25-34-year-olds are the largest advertising audience on Instagram, closely followed by the 18-24-year old age group.

When it comes to gender, men outnumber women in these age groups, however, women outnumber men among users 35+.

According to a poll by Pew Research Center, 11% of US parents say their 9-11-year-olds use Instagram even though Instagram requires people to be 13 or older.

If you want to know the specific age range of your current audience, you can find this information either in your Instagram Insights tool, where they give you a general overview of your audience. However, if you want a more detailed report, Flick’s analytics and reports can give you the full breakdown you need. Start a free 7-day trial to see for yourself.


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Instagram Location Demographics

instagram location demographics

According to Pew Research, United States are the global leader with the highest number of active Instagram users at 116 million.

When growing your brand on Instagram, be sure to keep in mind where the people who follow you are actually from. If they live in the same country as you, amazing! Focus on posting during your normal hours. However, if you live in the UK and most of your audience (and most users as statistics claim) are from the US, you’ll need to create a strategy around a US-based audience.

The top countries with the largest audience on Instagram are the United States (duh), India, Brazil, Indonesia, and Russia. Between 2019 and 2020, India saw a 20% growth in its ad audience size. Why is this stat important? Because it could see India overtaking the US for the top position on Instagram.

United States location demographic highlights:

  • 6 in 10 Instagram users use the social network every day
  • 43% of women in the US use Instagram, compared to 31% of men
  • 37% of adults in the US use Instagram
  • The majority of Instagram users in the US live in urban areas (46%) followed by suburban (35%) and rural (21%).

Interesting fact: Instagram has been blocked in China since 2014.

Instagram gender demographics

One of the biggest factors to think about when marketing to your audience is … who the audience actually is. Weird, we know. But, knowing if the majority of your audience is female or male (Note: while Instagram does have the option for “not specified” it does not take this into account with reporting) can be helpful to how you approach and market your audience.

On Instagram, there are currently only three options for genders: Female, Male, and Not Specified.

51% of Instagram’s ad audience identifies as female and 49% as male. Again, Facebook’s tools do not report data for non-binary genders, unfortunately.

Instagram interests demographics

One of the biggest reasons people follow a brand, content creator, or small business is because they are interested in what they’re posting. Knowing your target audience’s interest will be a major benefit when working to grow your account.

Recently, Instagram found that 91% of people they polled say they use Instagram to follow an interest.

They found the top interests on Instagram are travel (45%), music (44%), and food and drink (43%). People in India favor technology as their top interest. Argentina, Brazil, Korea, and Turkey have film as their top three.

The top content people in the UK say they follow are:

  • Food and Drinks: 39%
  • Music: 37%
  • Travel: 36%
  • Fashion: 34%
  • Movies: 32%
  • Health and Fitness: 30%
  • TV shows: 26%
  • Technology: 25%
  • Skincare/cosmetics: 24%
  • Sports: 24%

Fun Instagram Demographics Facts

  • Instagram is facing fierce competition for younger users. TikTok (29%) recently surpassed Instagram (25%) as US teens’ preferred social platform. However, both of these platforms are still behind Snapchat.
  • Instagram is the second largest network after Facebook.
  • 130 million Instagram accounts tap on a shopping post to learn more about products every month.
  • 87% of users are outside the US
  • 73% of US teens say Instagram is the best way for brands to reach them about new products or promotions
  • 25% of US teenagers say Instagram is their preferred social media platform

Why are Instagram demographics important?

So how do these demographics help you? Well, they are fundamental to your campaign strategy so you can make sure you’re marketing to the correct people, at the correct time, with something that will appeal to their age group. Knowing your audience and understanding their needs is paramount to growing your account.

Whether you’re looking to gain more followers, make an Instagram ad that targets the exact right people, diving into the demographics on Instagram is a key way to do so.

Now that you have all the details you need to move forward with building a strategy for your Instagram, it’s time to dive even deeper and discover the analytics of your Instagram account. Using both demographics and analytics will help you create very detailed and targeted content for your specific audience to help your account grow and grow. Learn more and read our guide on all things Instagram Analytics.


General Instagram Demographics

Instagram Age Demographics

Instagram Location Demographics

Instagram gender demographics

Instagram interests demographics

Why are Instagram demographics important?

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