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.

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.

As of June 2023 in the United Kingdom, 12 percent of social media users had a household income of less than 15.6 thousand pounds. Overall, 13 percent of social media users in the UK had an income of between 22.8 thousand and 31.2 GPB, whilst eight percent had an annual household income of over 123 thousand GBP.

As of April 2025, almost 32 percent of global Instagram audiences were aged between 25 and 34 years, and 29.5 percent of users were aged between 25 and 34 years. Overall, 16.3 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 413.85 million and 171.7 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 first quarter of 2025, Snapchat had 460 million daily active users.

In 2021, a survey was conducted in South Africa about the distribution of instant messaging applications among different income levels. It found that the highest share of Instagram users made ****** rand and above. This share came to approximately ** percent.

Cristiano Ronaldo has *** of the most popular Instagram accounts as of June 2025. The Portuguese footballer is the most-followed person on the photo sharing app platform with *** million followers. Instagram's own account was ranked first with roughly *** 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 *** billion monthly active users in mid-2018. In 2020, there were over *** million Instagram users in the United States and experts project this figure to surpass *** million users in 2023. Who uses Instagram? Instagram audiences are predominantly young – recent data states that almost ** 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 ******* U.S. dollars.

In 2023, Instagram was projected to generate an estimated 23 billion U.S. dollars in revenue in the United States. The photo sharing app’s revenue is set increase to 29 billion U.S. dollars in 2025. Instagram as Facebook revenue driver Initially released in 2010 and quickly acquired by Facebook in 2012 for one billion U.S. dollars, Instagram has been in the public eye since its early days. Instagram’s monthly active users grew from a mere 90 million in January 2013 to over two billion MAU in December 2021 and the platform not showing any signs of slowing down. Apart from ongoing user growth, Instagram is also one of the most popular social media platforms used by marketers worldwide, second only to Facebook. Despite the rapid growth of Instagram under Facebook’s ownership and cross-platform promotion, not everything has been smooth sailing under the blue flag. In September 2018, founders Kevin Systrom and Mike Krieger announced their resignation amidst reports of culture and product clashes between Instagram and its parent company. Facebook was quick to appoint a new CEO, and under former Facebook News Feed product manager Adam Mosseri the social network has been trying to make the most of Instagram’s ad potential. In late June 2019, Instagram launched ads in its Explore section. The platform already allowed ads in the regular feed and Stories.

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

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

Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users, although there is rapid uptake among older age groups. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers have pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. Revenue is expected to grow by 14.3% in 2024-25, constrained by a slowdown in user growth for most major social media platforms. Over the five years through 2024-25, revenue is forecast to expand at a compound annual rate of 32.8% to reach £9.8 billion. Looking forward, regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The rising prominence of AI will require the introduction of adequate regulations. The Online Safety Bill sets out new guidelines for social media platforms to abide by, with hefty fines in store for those who do not. Operating costs will swell as platforms look to meet consumers’ expectations, weighing on profit. Over the five years through 2029-30, social media platforms' revenue is projected to climb at an estimated 9.4% to reach £15.4 billion.

As of April 2025, around 17.6 percent of global active Instagram users were men between the ages of 25 and 34 years. More than half of the global Instagram population worldwide was aged 34 years or younger. Teens and social media As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2023, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, following TikTok and Snapchat. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens reported feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious. However, social media can also have negative effects on teens, which can be much more pronounced on those with low emotional well-being. It was found that 35 percent of teenagers with low social-emotional well-being reported to have experienced cyber bullying when using social media, while in comparison only five percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.

Facebook probably needs no introduction; nonetheless, here is a quick history of the company. The world’s biggest and most-famous social network was launched by Mark Zuckerberg while he was a...

In 2020, TikTok brought in $33.4 billion in revenue.

Japan IG: Flow: Compensation of Employees (CE): Wages and Salaries data was reported at 210,550.200 JPY bn in 2014. This records an increase from the previous number of 207,285.200 JPY bn for 2013. Japan IG: Flow: Compensation of Employees (CE): Wages and Salaries data is updated yearly, averaging 217,748.800 JPY bn from Dec 1994 (Median) to 2014, with 21 observations. The data reached an all-time high of 239,726.600 JPY bn in 1997 and a record low of 205,878.100 JPY bn in 2012. Japan IG: Flow: Compensation of Employees (CE): Wages and Salaries data remains active status in CEIC and is reported by Economic and Social Research Institute. The data is categorized under Global Database’s Japan – Table JP.A083: SNA 1993: Benchmark Year=2005: Income & Outlay Accounts: By Institution: Income Account Generation: Annual.

Japan IG: Flow: Mixed Income: Net data was reported at 13,077.000 JPY bn in 2014. This records an increase from the previous number of 12,176.700 JPY bn for 2013. Japan IG: Flow: Mixed Income: Net data is updated yearly, averaging 17,448.700 JPY bn from Dec 1994 (Median) to 2014, with 21 observations. The data reached an all-time high of 26,494.800 JPY bn in 1994 and a record low of 12,082.400 JPY bn in 2012. Japan IG: Flow: Mixed Income: Net data remains active status in CEIC and is reported by Economic and Social Research Institute. The data is categorized under Global Database’s Japan – Table JP.A083: SNA 1993: Benchmark Year=2005: Income & Outlay Accounts: By Institution: Income Account Generation: Annual.

Japan IG: Flow: Uses data was reported at 383,729.000 JPY bn in 2014. This records an increase from the previous number of 377,170.000 JPY bn for 2013. Japan IG: Flow: Uses data is updated yearly, averaging 398,662.100 JPY bn from Dec 1994 (Median) to 2014, with 21 observations. The data reached an all-time high of 414,565.400 JPY bn in 1997 and a record low of 362,267.600 JPY bn in 2009. Japan IG: Flow: Uses data remains active status in CEIC and is reported by Economic and Social Research Institute. The data is categorized under Global Database’s Japan – Table JP.A083: SNA 1993: Benchmark Year=2005: Income & Outlay Accounts: By Institution: Income Account Generation: Annual.

Japan IG: Flow: Taxes on Production and Imports (TPI): Payable data was reported at 43,841.900 JPY bn in 2014. This records an increase from the previous number of 41,316.800 JPY bn for 2013. Japan IG: Flow: Taxes on Production and Imports (TPI): Payable data is updated yearly, averaging 41,478.500 JPY bn from Dec 1994 (Median) to 2014, with 21 observations. The data reached an all-time high of 43,841.900 JPY bn in 2014 and a record low of 37,274.800 JPY bn in 1994. Japan IG: Flow: Taxes on Production and Imports (TPI): Payable data remains active status in CEIC and is reported by Economic and Social Research Institute. The data is categorized under Global Database’s Japan – Table JP.A083: SNA 1993: Benchmark Year=2005: Income & Outlay Accounts: By Institution: Income Account Generation: Annual.

Japan IG: Flow: Less: Subsidies: Receivable data was reported at 2,898.600 JPY bn in 2014. This records a decrease from the previous number of 3,047.300 JPY bn for 2013. Japan IG: Flow: Less: Subsidies: Receivable data is updated yearly, averaging 3,445.000 JPY bn from Dec 1994 (Median) to 2014, with 21 observations. The data reached an all-time high of 4,557.600 JPY bn in 2000 and a record low of 2,623.400 JPY bn in 2008. Japan IG: Flow: Less: Subsidies: Receivable data remains active status in CEIC and is reported by Economic and Social Research Institute. The data is categorized under Global Database’s Japan – Table JP.A083: SNA 1993: Benchmark Year=2005: Income & Outlay Accounts: By Institution: Income Account Generation: Annual.

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.

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&...