Save 90% of your time in recruiting the right influencers.

Save 90% of your time in recruiting the right influencers.


Instagram Demographics: Most Important User Stats for Marketers

Instagram Demographics: Most Important User Stats for Marketers

Oct 19, 2023



How do you, an influencer marketer, build a successful strategy? Google for the "best influencer marketing strategy", go through a dozen websites, and compile them to create a marketing strategy. Certainly not, right?

The cornerstone, one on which every marketing strategy is built, is the customers. Understand them, and you ensure the triumph of your marketing efforts. Similar is the case for Ig influencer marketing. 

With this blog, we aim to empower you with enough data and insights to help you build a powerful influencer marketing strategy.  You will get to know your target audience, how they use the platform, how much Instagram influencers cost, and more. 

Let’s start by understanding how Instagram is used. 

Instagram Demographics - Usage

Graph showing average time spent on each social media platform

With an average of 11.7 hours per month spent by users on Instagram, the platform ranks fifth among social networks, trailing behind YouTube, TikTok, Facebook, and WhatsApp. This signifies a significant portion of an individual's monthly time dedicated to consuming content on Instagram. 

Specifically, Americans spend around 33.1 minutes every day on the platform, which is on par with Twitter but lags behind TikTok and YouTube.

 Graph showing average time spent per day on each social media platform

Instagram accounts for 17% of the time U.S. adults spend on social media, a figure expected to rise to 18.6% by 2024. Interestingly, Instagram managed to surpass TikTok in terms of the share of time spent, albeit eMarketer predicts a tie by 2024. This fluctuation accentuates the dynamic nature of social media and underscores the importance of diversifying your social marketing strategy to avoid over-reliance on a single platform. 

Insta Stories 

Through Instagram stories, the potential ad audience reaches nearly 996 million users, just shy of the 1.32 billion users on the main feed. This, however, doesn't necessarily indicate a better ad opportunity on the main feed; the optimal ad placement depends on where your audience spends most of their time. 

Insta Reels 

Instagram Reels, a newly emerging feature, houses an ad audience of approximately 758.5 million users. Despite falling short of the reach in feeds and stories, the increasing popularity of Reels suggests an upward trend in the days to come.  

  • User Engagement by Generation: 21% of U.S. Gen Z adults use Reels weekly. 

  • Global Influence in Content: 15 of the top 20 most used songs on Instagram Reels are by Indian artists. 

  • Reels in the Advertising Landscape: Reels accounted for 5.4% of Instagram ad impressions between Thanksgiving and Cyber Monday. This is a significant increase from 0.9% the previous year, highlighting the growing importance of Reels in advertising.

Suggested Read: How To Use Instagram Reels For Your Marketing Strategy 

Instagram Demographics - Age

 Graph showing share of Instagram users by age in US

According to Statista, as of August 2023, the largest age group of Instagram users in the United States fell in the range of 25 to 34 years, comprising 27.4 percent. This demographic, often referred to as the older millennials and younger Gen Z, is at a life stage characterized by significant personal and professional milestones.   

Whether it's career advancements, travel experiences, or family moments, this age group is actively sharing and consuming content that resonates with their evolving lifestyles.  

The second largest demographic was the 18 to 24 year age group, representing 25.1 percent of users. This demographic has grown up with social media. Their digital fluency means they're not just passive consumers but active creators, often setting trends and pushing the boundaries of content creation.  

However, it's interesting to note the relatively smaller representation of the youngest demographic, the 13 to 17 year-olds. They comprise only less than 6% of Instagram users.   

On the opposite end of the spectrum, the 65 years and above demographic accounts for 5.2 percent. While this might seem like a modest figure, it's essential to recognize the growing digital literacy among older generations. As they become more comfortable with technology and online platforms, there's potential for this number to grow. 

For marketers and businesses, this data highlights a twofold opportunity:  

  • To strengthen their engagement with the primary user demographics. 

  • Devise innovative approaches to connect with the less represented age groups.

Instagram Demographics - Gender

 Graph showing Instagram users by gender

When focusing on the gender distribution of Instagram's audience, statistics show a relatively even split.

As of January 2023, men represented a slightly larger portion of the user base, accounting for 51.8 percent. This indicates that the platform appeals to a broad audience across both genders, pointing to its versatile nature. Understanding this gender distribution can help design more effective Instagram influencer marketing campaigns.

Instagram Demographics - Gender Distribution and Popularity in the USA

 Graph showing the share of Instagram users by gender in the USA

When it comes to gender distribution in the United States, as of August 2023, women held a majority presence on the platform. Women represent 56.9 percent of Instagram's user base, leaving men to account for the remaining 43.1 percent. This suggests a slightly higher engagement and interest among women.

Moreover, Instagram's popularity in the United States is undeniable. The country boasts the platform's second-largest audience worldwide, hosting around 143 million users. This substantial user base exemplifies Instagram's deep penetration into the American market and further reinforces the platform's significance as a key player in social media.

Collaboratively, these factors underline the importance of leveraging Instagram for targeted marketing efforts in the United States.

Most Followed Profile on Instagram

Take a look at the most followed profile on Instagram

  1. Cristiano Ronaldo (@cristiano) - Followers: 607 million

  2. Lionel Messi (@leomessi) - Followers: 488 million

  3. Selena Gomez (@selenagomez) - Followers: 430 million

  4. Kylie Jenner (@kyliejenner) - Followers: 400 million

  5. Dwayne “The Rock” Johnson (@therock) - Followers: 392 million

Instagram Demographics - Location

 Graph showing the countries with most Instagram audiences

Instagram's global influence in 2023 is undeniable, with its user base spanning continents and cultures. India is at the forefront of this digital revolution, boasting 229 million Instagram enthusiasts.   

Not far behind, the United States claims the second spot with 143 million users, while Brazil secures its place in the top three with 113 million avid users. The platform's expansive reach also extends to countries like Indonesia, Turkey, and Japan, which have clinched the fourth, fifth, and sixth positions, respectively.  

However, when it comes to Instagram's audience reach as a percentage of the population, Brunei takes the lead, with a staggering 92 percent of its population using the platform. Guam and the Cayman Islands follow, with penetration rates of 79.2 percent and 78.8 percent, respectively.

Instagram Demographics - Income

Instagram income varies greatly across different niches, mainly influenced by follower count, engagement, and partnerships. We have done extensive research and found out the following.  

Please note that the income described below depends heavily on the locale. The following is with respect to the USA.  

1. Travel Instagram Influencers

Travel bloggers showcasing captivating destinations can earn from $200 to $800 per sponsored post for those with 10,000 to 50,000 followers. Whereas, those with over 500,000 followers can earn between $3,000 to $10,000 per post.  

2. Food Instagram Influencers

Food influencers, sharing delectable dishes and recipes, may earn $150 to $600 per post for nano-influencers, whereas accounts exceeding 100,000 followers can make $1,000 to $5,000 per sponsored content.  

3. Fashion Instagram Influencers

Fashion influencers with exceptional style and influence can earn between $200 to $1,000 per post for micro-influencers, and $3,000 to $15,000 per post for those with over 500,000 followers.

4. Beauty Instagram Influencers

Beauty influencers, focusing on makeup and skincare, can earn from $200 to $800 per sponsored post for micro-influencers, and between $1,000 to $5,000 per post for those with a larger following. Top beauty influencers with millions of followers can charge $10,000 to $50,000 or more per post.  

5. Fitness Instagram Influencers

Fitness influencers sharing wellness advice can earn from $150 to $600 per sponsored post for micro-influencers, and between $1,000 to $5,000 per post for those with over 100,000 followers. Those with over 500,000 followers can earn between $3,000 and $10,000 or more per post. 

As evident from the figures mentioned above, becoming a successful Ig influencer in various niches can result in significant income and financial stability. 

However, it is important to note that these numbers are based on averages and may vary depending on factors such as engagement rates on Instagram, brand partnerships, and individual negotiations.

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Instagram Demographics For Businesses

1. Brand Connection on Instagram

Instagram ranks as the top platform for users wanting to engage with brands, according to a study commissioned by Meta from Ipsos Marketing. The study revealed that users primarily turn to Instagram to stay updated with their favorite brands, emphasizing the platform's significance for brand presence.

2. Monthly Follower Growth

On average, Instagram business accounts experience a 0.98% monthly growth in followers. However, this growth rate varies across industries:

  • Education: 0.03%

  • Entertainment and Media: -1.59%

  • Financial Services: -0.07%

  • Food and Beverage: -0.88%

  • Real Estate: -0.06%

  • Retail: -0.37%

  • Travel/Hospitality/Leisure: 0.33%

3. Posting Frequency and Content Type

Business accounts typically post 1.71 times daily on Instagram. The content breakdown is as follows:

  • Photos: 48.9%

  • Videos: 31.8% (up from 16.3% the previous year)

  • Carousel Posts: 19.3%

4. Engagement Metrics

The average engagement rate for business account posts stands at 0.54%. Videos tend to have a slightly higher engagement at 0.61%, while photos register at 0.46%.

Follow the link to learn more about average instagram engagement rate

5. Purchasing Behavior on Instagram

In 2023, 35% of Instagram users are projected to make a purchase on the platform, closely trailing Facebook and TikTok, both at 37%.

6. Instagram as a Shopping Search Starting Point

15% of U.S. shoppers initiate their online shopping searches on Instagram, positioning it ahead of TikTok, which stands at 11%.

7. Web Traffic Referrals

Instagram contributes to 7.51% of web traffic referrals from social media, marking a significant 88.2% growth from the previous year.

8. User Trust and Privacy Concerns

Only a quarter of Instagram users believe the platform safeguards their privacy and data, a decline from 41% in 2020. Despite this, Instagram is still perceived as more trustworthy than Facebook, which sits at 18%.

These insights will not only help businesses reach their target audience but also devise strategies aligning with their audience's interests and behaviors.

Use These Stats

The above-mentioned are some of the crucial stats regarding Instagram demographics you should be aware of. These data will surely help you in formulating a robust Ig influencer marketing strategy. Here is a checklist to help you iterate a marketing strategy.

While these data empower you to effectively cater the marketing efforts to your target audience, you will also need the right Instagram influencer. And for that, you will need a powerful influencer marketing tool. is one such tool you can use. with over 250 million influencer databases, you can select your influencer in under 3 minutes. Try out the tool for free, or click below to get a personalized DEMO.

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