In 2021, there were 1.21 billion monthly active users of Meta's Instagram, making up over 28 percent of the world's internet users. By 2025, it has been forecast that there will be 1.44 billion monthly active users of the social media platform, which would account for 31.2 percent of global internet users.

How popular is Instagram?

Instagram, as of January 2022, was the fourth most popular social media platform in the world in terms of user numbers. YouTube and WhatsApp ranked in second and third place, respectively, whilst Facebook remained the most popular, with almost three billion monthly active users worldwide.

India had the largest number of Instagram users as of January 2022, with a total of over 230 million users in the country. The second-largest Instagram audience could be found in the United States, with almost 160 million people subscribing to the photo and video sharing app.

Gen Z and Instagram

As of September 2021, Gen Z users in the United States spent an average of five hours per week on Instagram. Although Instagram ranked third in terms of hours per week spent on the platform, Gen Z users spent considerably more time on TikTok, amounting to a weekly average of over 10 hours being spent on the mobile-first video app.

Most followed accounts on Instagram

As of May 2022, Instagram’s own account had 504.37 million followers. In terms of celebrities, Portuguese footballer Cristiano Ronaldo (@chistiano) had over 440.41 million followers on the social network. Moreover, the average media value of an Instagram post by Ronaldo was over 985,000 U.S. dollars.

The most liked post on Instagram as of May 2022 was Photo of an Egg, which was posted in 2019 by the account @world_record_egg. Photo of an Egg has not only exceeded 55 million likes on the platform, but it also has nearly 3.5 million comments, and the account itself has over 4.5 million Instagram followers. After mysterious posts published by the account, World Record Egg revealed itself as part of a mental health campaign aimed at the difficulties and demands of using social media.

This statistic shows the projected Instagram user growth in the United States from 2018 to 2023. In 2020, the social network's user figures grew by 6.2 percent compared to the previous year. In 2021, the development is estimated to slow to a 3.7 percent annual growth rate.

Introduction

Instagram Demographics Statistics: Instagram is a popular platform known for its eye-catching visuals and user-generated content. With over 2 billion monthly active users, it offers a lively and engaged community for brands and businesses of all sizes.

This includes important user demographics, trends in usage, advertising insights, and the rise of video content. Understanding this information can help you improve your brand’s social media strategy and connect better with Instagram’s diverse audience.

Between January and June 2022, the fastest-growing content creator on Instagram was influencer Jorge Gomez, with 573 percent growth during the examined months. Rodrigo Mussi had a 191 percent growth rate through the examined period. Additionally, stephanies_schokowelt, ran by Stephanie Ziegler, had a growth rate of 65.84 percent during the first half of 2022.

LinkedIn's impressive 17 percent year-over-year audience growth in 2025 highlights the platform's continued improvement in the social media landscape. This surge outpaces other major platforms, with Pinterest following at 10.6 percent and Instagram at 5.5 percent. The growth rates underscore the evolving preferences of social media users and the competitive nature of the industry. Shifting dynamics in social media usage While Instagram leads in growth, it's important to note that Facebook remains the largest social network globally with over three billion monthly active users. However, newer platforms like TikTok are rapidly gaining ground, especially among younger demographics. TikTok's popularity is evident in its 42 percent usage reach in the United States, showcasing its significant impact on user engagement and information discovery patterns. Brand value and customer satisfaction in tech The success of social media platforms is closely tied to their brand value and customer satisfaction. In 2024, technology companies dominated the list of most valuable brands, with Apple leading at 516.6 billion U.S. dollars. Interestingly, TikTok scored highest in customer satisfaction among online networks, achieving 77 out of 100 points. Instagram's growth is further validated by its improved customer satisfaction rating, increasing from 73 to 76 points year-over-year. This demonstrates the platform's ability to meet user expectations while expanding its audience.

How many people use Instagram?

Instagram is a social media app which focuses on photo and video sharing. It is owned by Facebook, which recently rebranded as Meta, in a move towards the metaverse. As of December 2021, Instagram reached a new milestone of 2 billion active users worldwide. The platform previously reached 1 billion users in June 2018.

Users aged 25 to 34 years made up the biggest Instagram user group by age worldwide, followed by 18 to 24 year olds. Overall, men accounted for 51.6 percent of global Instagram users.

Most popular Instagram accounts and content

Footballer Cristiano Ronaldo was the most followed person on Instagram as of 2021, with approximately 315 million followers. Ranked in second and third position were the Rock and Ariana Grande, both having over 250 million followers each.

It’s not only athletes and actors who drive the views on Instagram though. Instagram has long since become a medium for people and communities to spread their messages, and in the past two years, social activists and educators have used Instagram for their movements. Political and educational accounts generate high engagement rates with their content. Posts from political accounts receive an average engagement rate of 2.74 percent and educational posts receive an average of 2.56 percent.

Social media usage worldwide

There are 3.4 billion social media users worldwide and this is expected to increase to 4.41 billion by 2025. Instagram is most popular in India with a total of 201.1 million users, followed by the U.S. with 157.1 million and Brazil with 114.9 million active users. Instagram is the fourth most popular social media site in the world, after Facebook, YouTube and WhatsApp, respectively.

As of October 2021, Brunei was the country with the highest Instagram audience reach with 92 percent of the population using the platform. This was followed by Guam with 79.2 percent and the Cayman Islands with 78.8 percent audience reach.

As of October 2021, Facebook had almost 3 billion users worldwide. The penetration rate for Facebook in the United States in 2021 was 70.59 percent and it is expected to reach 76.87 percent by 2026.

There are over 2 billion registered users on Instagram in 2025.

59% of adults in the united states are using Instagram daily.

The most significant cohorts of users on Instagram are aged 18 – 24.

This statistic presents the worldwide Instagram follower growth from January to June 2019, sorted by profile size. During the measured period, accounts with 1,000 to 10,000 followers increased their followers on average by 12.6 percent.

As of March 2020, the topic that saw the biggest increase in growth on Instagram in Greece was "DJ". Since the start of the coronavirus pandemic, the topic has grown by 287 percent. Cooking topics also saw growth, as did training, and entertainment.

Instagram is increasing its popularity in Spain. In 2022, this platform reached 23.8 million accounts in the country, more than three times the amount reported in 2015 despite a small decline since the previous year. The impact and appeal of this photo and video sharing social networking platform impressive as over 35 percent of Spanish users stated that they access Instagram multiple times per day.

Which countries have the most Instagram users?

This increase goes on par with the growth in Instagram users experienced worldwide, especially among highly populated countries such as India, Indonesia or Brazil. Even though the Iberian country does not fall into the same category, Spain reports having one of the largest Instagram audience sizes in the world, very close to those of Argentina or South Korea.

The new paradise for influencers

Given the widespread acceptance of the platform, Instagram has become a key part of the country's media landscape. International stars, particularly singers and footballers, comprise the most-followed Instagram accounts in Spain, and many Spanish accounts are also followed internationally, such as the soccer team Real Madrid. In addition to attracting traditional advertisers, Instagram’s popularity gives rise to a number of influencers, people who use the platform to generate and spread their own content professionally. This group includes so-called “mega-influencers”, those with over a million followers, demonstrating the power of the platform in capturing viewers.

As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group.

              Instagram users

              With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each.

              Instagram features

              One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature.
              As of the second quarter of 2021, Snapchat had 293 million daily active users.

Unlock high-performing content insights with this dataset of Instagram posts that each received 75,000+ plays. Focused on highly engaging media—primarily Reels and videos—it offers a clear window into what captures attention and drives reach on the platform.

Key Features:

🎯 High-Engagement Content: Each post included has 75K+ views, ideal for identifying top-performing formats and creators.

📱 Post-Level Detail: Includes captions, hashtags, play counts, likes, comments, post type (e.g., Reel or Video), and timestamps.

👤 Creator Insights: Where available, includes public data such as usernames, follower counts, bios, and account types.

📈 Trend Spotting & Benchmarking: Use this data to analyze viral content trends, track creator growth, or benchmark campaign performance.

🏷️ Clean & Structured: Delivered in CSV format, API, or customized formats, ready for ingestion into analytics platforms, dashboards, or ML workflows.

Ideal for social media analysts, marketers, and platforms seeking insight into what drives scale on Instagram.

A dataset of mentions, growth rate, and total volume of the keyphrase 'Instagram Photos' over time.

According to Cognitive Market Research, the global Influencer Marketing Platform market size is USD 13812.5 million in 2024 and will expand at a compound annual growth rate (CAGR) of 38.00% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 5525.00 million in 2024 and will grow at a compound annual growth rate (CAGR) of 36.2% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 4143.75 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 3176.88 million in 2024 and will grow at a compound annual growth rate (CAGR) of 40.0% from 2024 to 2031.
Latin America market of more than 5% of the global revenue with a market size of USD 690.63 million in 2024 and will grow at a compound annual growth rate (CAGR) of 37.4% from 2024 to 2031.
Middle East and Africa held the market of around 2% of the global revenue with a market size of USD 276.25 million in 2024 and will grow at a compound annual growth rate (CAGR) of 37.7% from 2024 to 2031.
The Software held the highest Influencer Marketing Platform market revenue share in 2024.

Market Dynamics of Influencer Marketing Platform Market

Key Drivers for Influencer Marketing Platform Market

Surging Social Media Landscape to Increase the Demand Globally

The surging social media landscape, boasting billions of active users, cultivates fertile surroundings for influencer marketing. Platforms, which include Instagram, YouTube, and TikTok, provide influencers with exceptional opportunities to engage with specific audiences and foster trust. Through fascinating content and true interactions, influencers set up true connections using brand recognition and customer engagement. As those structures evolve, influencers adapt their techniques to resonate with their followers, leveraging their influence to form purchaser behavior and choices. In this dynamic digital panorama, influencer advertising and marketing remain an effective tool for brands looking to hook up with their goal markets on a personal degree, driving meaningful consequences and fostering emblem loyalty.

Rise of Micro-Influencers to Propel Market Growth

As customers gravitate in the direction of proper and relatable content material, the rise of micro-influencers becomes glaring. These influencers, boasting smaller yet enormously engaged followings, are perceived as more credible and straightforward compared to mega-influencers. The shift towards micro-influencers underscores the importance of genuine connections in influencer advertising. Platforms facilitating collaborations among manufacturers and micro-influencers stand poised for a giant boom, recognizing the cost of niche audiences and true storytelling. By leveraging the impact of micro-influencers, manufacturers can forge deeper connections with consumers, using significant engagement and fostering brand loyalty in a more and more saturated digital landscape.

Restraint Factor for the Influencer Marketing Platform Market

Lack of Transparency and Fraud to Limit the Sales

The loss of transparency and the prevalence of fraud inside influencer marketing continue to be pressing issues. Issues including faux fans, inauthentic content, and undisclosed sponsorships undermine the integrity of influencer collaborations. To address those demanding situations, structures need to enforce rigorous measures to uphold transparency and combat fraudulent practices. This consists of enforcing algorithms to discover fake fans, imposing clean disclosure guidelines for subsidized content, and providing equipment for audiences to perceive real engagements. Additionally, industry-wide requirements and rules can help set up accountability and trust inside the influencer advertising surroundings. By prioritizing transparency and integrity, systems can foster a greater ethical and powerful environment for brands, influencers, and audiences alike.

Complication in Quantifying Influencer Campaigns' Impact and ROI Might Hinder Market.

The intricacy of quantifying the real influence and Return on Investment (ROI) of influencer campaigns can have a negative effect on the market growth. Though influencer marketing provides distinctive prospects for brand awareness and interaction, extracting definite results, including sales or conversions from influencers&...

Fashion Influencer Marketing Market Outlook

According to our latest research, the global fashion influencer marketing market size reached USD 2.76 billion in 2024, driven by the growing integration of social media in fashion brand strategies and the increasing reliance on digital platforms for consumer engagement. The market is expected to expand at a robust CAGR of 12.4% from 2025 to 2033, reaching a projected value of USD 7.86 billion by 2033. This remarkable growth is attributed to evolving consumer behavior, the proliferation of digital content, and the rising effectiveness of influencer-driven campaigns in driving brand loyalty and conversions.

One of the primary growth factors for the fashion influencer marketing market is the shift in consumer purchasing patterns toward online platforms, particularly among Gen Z and millennial demographics. These segments are highly responsive to influencer recommendations, perceiving them as authentic and relatable compared to traditional celebrity endorsements or direct brand advertising. The increasing penetration of smartphones and affordable internet access has further amplified the reach of influencers, enabling brands to tap into niche audiences and foster personalized connections. As a result, fashion labels are allocating larger portions of their marketing budgets to influencer collaborations, leveraging the power of social proof to enhance brand credibility and drive sales.

Another significant driver is the advancement in data analytics and artificial intelligence, which has revolutionized campaign management and influencer selection processes. Brands and agencies now have access to sophisticated tools that provide deep insights into influencer audience demographics, engagement rates, and content performance. These analytics empower marketers to make data-driven decisions, optimize campaign ROI, and track the effectiveness of influencer partnerships in real time. Additionally, the rise of micro and nano influencers, who offer highly engaged and loyal followings within specific niches, has diversified the market, allowing brands to experiment with various influencer tiers for tailored campaign objectives.

The growing emphasis on video and short-form content, fueled by platforms such as TikTok, Instagram Reels, and YouTube Shorts, has also catalyzed the expansion of the fashion influencer marketing market. Visual storytelling and interactive content formats have proven highly effective in capturing audience attention and driving higher engagement rates. Brands are increasingly collaborating with influencers to co-create compelling content that resonates with target consumers, enhances brand storytelling, and encourages user-generated content. This trend is expected to continue as social media algorithms prioritize video content, further solidifying the role of influencers as key marketing partners in the fashion industry.

Regionally, North America and Europe have traditionally dominated the fashion influencer marketing market due to high digital adoption rates, mature fashion industries, and a well-established influencer ecosystem. However, the Asia Pacific region is witnessing the fastest growth, propelled by rapid urbanization, the rise of local fashion brands, and a burgeoning population of digital natives. Countries such as China, India, and South Korea are emerging as significant markets, with homegrown influencers commanding substantial followings and shaping fashion trends. As brands seek to expand their global footprint, cross-border influencer collaborations and localized content strategies are becoming increasingly prevalent, driving further market growth and diversification.

Service Type Analysis

Within the fashion influencer marketing market, the segmentation by service type plays a pivotal role in shaping campaign outcomes and brand strategies. Campaign management services are at the forefront, encompassing the end-to-end execution of influencer partnerships, from conceptualization to performance tra

The social media search engine market is experiencing robust growth, driven by the increasing penetration of social media platforms and the evolving user behavior of searching for information within these platforms. The market size in 2025 is estimated at $15 billion, reflecting a compound annual growth rate (CAGR) of 15% from 2019 to 2025. This growth is fueled by several key factors. Firstly, the sheer volume of user-generated content on platforms like Facebook, Twitter, and Instagram creates an enormous index of information that users actively seek. Secondly, advancements in natural language processing (NLP) and artificial intelligence (AI) are enhancing the search capabilities of these platforms, delivering more relevant and personalized results. Thirdly, the increasing integration of e-commerce functionalities within social media platforms further drives the demand for effective search tools. This allows users to seamlessly discover and purchase products directly within their preferred social media environment. Segment-wise, business users are expected to drive significant growth due to enhanced marketing and advertising opportunities through targeted search results. The dominance of word search currently outweighs image and video search; however, the latter two are projected to gain substantial traction in the coming years fueled by the rise of short-form video content and visually driven platforms like TikTok and Instagram. Geographical growth is projected to be highest in the Asia-Pacific region, driven by the massive user base and increasing smartphone penetration across countries like India and China. While the market faces challenges such as data privacy concerns and algorithm manipulation, the overall growth trajectory remains positive, with continued innovation in search technologies and increasing user dependence on social media platforms. The forecast period of 2025-2033 anticipates a sustained high growth rate, driven by continuous technological advancements and an expanding social media landscape.

As of March 2020, the topic that saw the biggest decrease in growth on Instagram in the United Kingdom (UK) was hotels. Since the start of the coronavirus pandemic, the topic has shrunk by 57 percent. Other unpopular topics were parties, vape, fashion design, and nails.

A dataset of mentions, growth rate, and total volume of the keyphrase '🖼 Instagram Teases' over time.