As of October 2025, India had the largest Instagram audience worldwide, with 480.55 million users. The United States ranked second with 181.75 million users, followed by Brazil with 147 million. However, Turkey recorded the highest audience reach, with 92.1 percent of its population using the platform. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. 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.

The share of Instagram in India's overall social media market stood at ***** percent in August 2025. This was an increase compared to the same period in the previous year. Instagram has increasingly gained popularity among Indian social media users over the years, making it the second leading platform in the market after Facebook.

The number of Instagram 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 Instagram user base is estimated to reach ****** 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 *** 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.

There were 426 580 400 Instagram users in India in January 2025, which accounted for 28.9% of its entire population. The majority of them were men - 68.6%. People aged 18 to 24 were the largest user group (177 000 000). The highest difference between men and women occurs within people aged 18 to 24, where men lead by 120 000 000.

According to hypeauditor.com, over half of the macro-influencers and mega-influencers on Instagram in India had inauthentic comments as of ********. Nano influencers in the country were found to have a higher level of real connection with their followers, thus also reducing the level of spam or inauthentic comments per post.

According to a survey conducted on social media usage across India in October and November 2020, tier1 cities responded with the highest share of active users on Instagram. The average across tier *, *, and * cities was ** percent during the survey period. According to the source, active referred to respondents who spent at least half an hour daily on the Facebook-owned app.

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Dataset Description: Top 100 Influencers

The dataset provides structured information about the top 100 influencers from various countries globally. Each entry represents an influencer and includes the following attributes:

• Rank: The ranking of the influencer in the top 100 list.
• Name: The name or pseudonym of the influencer.
• Follower Count: The total number of followers or subscribers the influencer has on their primary - platform(s).
• Engagement Rate: The level of interaction that the influencer's content receives from users on social media platforms, expressed as a percentage.
• Country: The geographical location or country where the influencer is based or primarily operates.
• Topic Of Influence: The niche or category in which the influencer specializes or creates content, such as fashion, beauty, technology, fitness, etc.
• Reach: The primary social media platform(s) where the influencer is active, such as Instagram, YouTube, TikTok, Twitter, etc.

As of June 2023, millennials and Gen Z constituted **** of the audience of influencers on Instagram across India. Almost ** percent of this audience were aged between 26 and 32 years, the ************** group being that of 19 to 25-year-olds.

According to hypeauditor.com, a majority of mega-influencers on Instagram in India were involved in fraudulent activities to inflate their follower and engagement numbers as of ********. A vast majority of Instagram influencers were found to make use of unethical methods to increase their follower numbers at least once. Many influencers with over **** thousand followers and who made money from advertisements intentionally inflated their numbers to boost publicity.

There were 83 000 000 Instagram users in India in February 2020, which accounted for 5.6% of its entire population. The majority of them were men - 72.5%. People aged 18 to 24 were the largest user group (40 000 000). The highest difference between men and women occurs within people aged 18 to 24, where men lead by 30 000 000.

This statistic represents the share of Instagram users across India as of August 2017, by age. During the measured time period, the share of 18-24 years old Instagram users was the highest with ** percent across the country.

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.

In a survey about Gen Z Instagram users in India, about ** percent of respondents reported having engaged with non-traditional advertising in the form of art installations or booths as of April 2023. Gen Z Indians were found to be open and receptive to advertising in various forms.

As of July 2025, almost 33.3 percent of global Instagram audiences were aged between 25 and 34 years, and 29.7 percent of users were aged between 18 and 24 years. Overall, 17.4 percent of users belonged to the 35 to 44-year-old 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 about 480 million and 181 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 its “vanishing photos” feature. As of the third quarter of 2025, Snapchat had 477 million daily active users.

According to a social media survey conducted across India between December 2020 and January 2021, Instagram had a brand index score of about **** amongst other social media brands. The brand index score is a composite metric derived as an average of impression, quality, value, reputation, satisfaction and recommended scores of the brands. Instagram, the popular photo sharing social networking platform seemed to be preferred more by the Western Indian states with a score of **** in that time period.

With more than *** million followers, Indian cricketer Virat Kohli's Instagram account was the most followed profile across India in 2023. This was followed by Priyanka Chopra Jonas' profile with nearly ** million followers, making it the most followed actor's profile in the country. Popularity of Instagram

Instagram is one of the most popular social media platforms in India. However, the popularity remains highest in male users who have consistently formed more than ** percent of the total user base since 2018. In 2021, the share of female users across India was more than ** percent.

Instagram was ranked fourth in the list of leading social media platforms to penetrate the Indian market as of the third quarter of 2021. In addition to this, the market share of Instagram in India’s social media showed growth towards the end of 2021. However, fluctuations were observed.

Instagram Influencers in India

As of January 2021, the majority of Instagram influencers in India were between the age of 18 to 34 years. For the same period, more than 60 percent of the Instagram influencers in India were males.

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.

There were 286 506 100 Instagram users in India in June 2022, which accounted for 19.4% of its entire population. The majority of them were men - 74.5%. People aged 18 to 24 were the largest user group (117 200 000). The highest difference between men and women occurs within people aged 18 to 24, where men lead by 88 100 000.

Facebook remained the largest market share among social media platforms across India, at roughly ** percent as of August 2025. The Meta-owned social network site has consistently led the country's social media market since 2019. However, Instagram, the second leading social media platform has been increasingly gaining market share and closing the gap with its sister company. Commercial social media usage in India Apart from creating user-generated content, Indians have leveraged social media to grow their businesses. As consumption via online channels increased, social media began playing an important role in stimulating the Indian economy. Among the most popularly used social media platforms in India, Facebook was increasingly used for digital marketing. On the other hand, Instagram emerged as the country’s leading platform for influencer collaboration. Meta Platforms Since its launch in 2004, Facebook has quickly gone on to become the social media giant it is today. Having acquired leading social media platforms Instagram and WhatsApp, the company rebranded itself as Meta Platforms Inc. in 2021. The following year, Meta generated a revenue of nearly *** billion U.S. dollars. The company has further set its sights on bringing the metaverse to life to enhance the online experience of over ***** billion Facebook users across the world.