As of February 2025, India had a total of 413.85 million Instagram users, the largest Instagram audience in the world. The United States had 171.7 million users, and Brazil had 140.7 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Kazakhstan is the leading country for Instagram audience reach, with 86.2 percent of the population using the social media service. Turkey came in second, with a penetration rate of 85.5 percent and Uruguay ranked third, with 87.1 percent, followed closely by the UAE, Brazil, and Bahrain. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of March 2025, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and X. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram in 2021, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of January 2025, roughly 28.3 of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of April 2024 with over 672 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 628 million followers on the platform, while the Argentinian footballer Lionel Messi (@leomessi) had over 502 million followers. The Instagram accounts of the American singer and actress Selena Gomez (@selenagomez) and the media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 400 million followers each.

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

There were 392 465 000 Instagram users in India in June 2024, which accounted for 26.7% of its entire population. The majority of them were men - 66.9%. People aged 18 to 24 were the largest user group (172 600 000). The highest difference between men and women occurs within people aged 25 to 34, where men lead by 99 300 000.

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.

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 dataset is about politicians in India. It has 542 rows. It features 2 columns including Instagram followers.

This dataset is about politicians in India. It has 542 rows. It features 3 columns: death date, and Instagram followers.

The number of Instagram users ranking is led by India with ****** million users, while the United States is following with ****** million users. In contrast, Seychelles is at the bottom of the ranking with **** million users, showing a difference of ****** million users to India. User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

The number of Instagram users in India was forecast to continuously increase between 2024 and 2028 by in total 46.1 million users (+13.89 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 377.99 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Instagram users in countries like Pakistan and Nepal.

The results might surprise you when looking at internet users that are active on social media in each country.

There are currently over 1.5 billion active users on TikTok worldwide.

TikTok has 136 million monthly active users in the US alone.

This research tries to explore the factors that contribute to forming attitudes towards micro-influencers on social media. We explore the antecedents through which SMIs create image satisfaction and advertising trust leading to purchase intention. Taking a sample of 748 Instagram users in Gujarat, India the conceptual model was tested using Structural Equation Modelling on AMOS and SPSS statistical software. The study examined the hypothesis testing the attitudes of consumers (image satisfaction and advertising trust) towards SMIs. It was hypothesized that three variables namely attractiveness, originality and expertize positively affect attitudes of consumers. Through analysis, it was found that all hypotheses were supported except two. Expertize did not impact image satisfaction significantly and advertising trust did not impact purchase intention significantly. A complete theoretical framework is presented based on the influence of micro influencers who are increasingly being used for advertising and marketing. This study provides a thorough understanding of the variables influencing purchasing intention, which benefits both academics and practitioners.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

56.8% of the world’s total population is active on social media.

Gen Z and Millennials are the biggest social media users of all age groups.

Instagram was one of the leading social networks in India, with a far higher male user share compared to female users in January 2024. Out of the total users, the social networking site reported an advertising reach of around **** percent among male users and **** percent among female users. Instagram’s market position Instagram's market share in India's social media landscape has been on the rise, reaching nearly ** percent in 2024. This growth has solidified Instagram's position as the second-most popular social media platform in the country, trailing only Facebook. This growth is accompanied by robust influencer activity on the platform. Fashion and accessories emerged as the most popular product category among Indian Instagram influencers, with approximately *** million posts, highlighting Instagram's role as a hub for lifestyle and consumer-oriented content in India. User demographics The platform's popularity among younger demographics is evident, with millennials and Gen Z forming the majority of influencer audiences. As of 2023, nearly ** percent of this audience was aged 26 to 32. Moreover, ** percent of Instagram's user base falls within the 18 to 24 age group. The number of users on the platform is expected to grow further, potentially reaching nearly *** million by 2028. Despite the changing user demographics, this trend highlights Instagram's significance in India's digital marketing and influencer collaboration landscape.

Social Media Management and Analytics Software Market Outlook

The global Social Media Management and Analytics Software Market is projected to reach a valuation of USD 20 billion by 2032, growing at a compound annual growth rate (CAGR) of 15% during the forecast period. The significant growth factor for this market is the increasing adoption of social media platforms for business operations and the growing need for analyzing user data to make informed business decisions.

One of the primary growth factors driving the Social Media Management and Analytics Software Market is the exponential rise in social media usage across various age groups and demographics. Social media platforms like Facebook, Twitter, LinkedIn, and Instagram have become integral to both personal and professional lives. Businesses are increasingly utilizing these platforms to engage with customers, promote products, and gather valuable feedback. The ability to analyze social media interactions helps businesses understand customer preferences and behaviors, facilitating targeted marketing strategies and enhancing customer experience.

Another crucial growth factor is the technological evolution of analytics tools, which has significantly improved the capability to process vast amounts of unstructured data. Advanced technologies such as artificial intelligence (AI) and machine learning (ML) enable more accurate and insightful data analysis. These technologies help in predicting market trends, understanding customer sentiments, and optimizing marketing campaigns. The integration of AI and ML in social media management tools offers predictive analytics, which can forecast future trends based on historical data, thereby giving businesses a competitive edge.

The growing importance of brand management and reputation monitoring is also fueling market growth. In today's digital age, a brand's reputation can be significantly influenced by its online presence. Negative comments or reviews can spread rapidly, impacting customer perception and sales. Social media management tools help businesses monitor their online reputation and respond swiftly to any negative feedback. These tools provide real-time alerts and detailed analytics, enabling businesses to maintain a positive brand image and foster customer loyalty.

Regionally, North America holds the largest market share due to the high adoption rate of advanced technologies and the presence of key market players. The region's robust digital infrastructure and the inclination of businesses towards digital marketing strategies contribute significantly to the market's growth. In contrast, the Asia Pacific region is expected to witness the highest growth rate during the forecast period. The rapid digital transformation, increasing internet penetration, and the growing number of social media users in countries such as China, India, and Japan are driving the market in this region. Europe also shows substantial growth potential, with businesses increasingly investing in social media analytics to enhance customer engagement and optimize marketing efforts.

Social Media Advertising Software plays a pivotal role in the broader landscape of social media management and analytics. As businesses strive to maximize their reach and engagement on platforms like Facebook, Instagram, and Twitter, advertising software provides the tools necessary to create, manage, and optimize ad campaigns effectively. These software solutions offer features such as audience targeting, ad scheduling, and performance analytics, enabling businesses to tailor their advertising strategies to specific demographics and interests. By leveraging social media advertising software, companies can enhance their visibility, drive traffic to their websites, and ultimately increase conversions. The integration of these advertising tools with analytics platforms further allows businesses to measure the impact of their campaigns and refine their strategies for better results.

Component Analysis

The Social Media Management and Analytics Software Market by component includes software and services. The software segment holds a significant share of the market due to its essential role in managing and analyzing social media activities. These software solutions provide functionalities such as content scheduling, social listening, sentiment analysis, and reporting. Businesses utilize these tools to streamline their social media operations, ensure consistent conte

Teenagers make up the largest group of active users on TikTok.

The number of Facebook users in India was forecast to continuously increase between 2024 and 2028 by in total **** million users (+*** percent). After the ninth consecutive increasing year, the Facebook user base is estimated to reach ****** million users and therefore a new peak in 2028. Notably, the number of Facebook users of was continuously increasing over the past years.User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to *** countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Facebook users in countries like Nepal and Pakistan.