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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.

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.

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.

Social Advertising & Social Mediaing Market Outlook

The global social advertising and social mediaing market size is projected to grow from USD 102 billion in 2023 to USD 197 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 7.5% during the forecast period. This impressive growth can be attributed to the increasing penetration of social media platforms and the rising importance of digital marketing strategies. Businesses are increasingly investing in social advertising to reach wider audiences and harness the power of social networks to drive engagement and sales.

One of the primary growth factors for the social advertising and social mediaing market is the exponential rise in social media users globally. As of 2023, there are over 4.6 billion social media users, a number that is continuously growing. This widespread adoption of social media platforms provides an expansive audience base for advertisers, encouraging businesses to allocate more of their marketing budgets to social media advertisements. Additionally, the constant advancements in technology, such as artificial intelligence (AI) and machine learning (ML), are enhancing the capabilities of social media advertising, making it more precise and effective.

Another significant growth driver is the increasing reliance on mobile devices. With more than 90% of social media users accessing platforms via mobile devices, mobile advertising has become a critical component of social media marketing strategies. Mobile-first strategies are being adopted widely, and social media platforms are optimizing their ad offerings to cater to mobile users. This shift towards mobile advertising is boosting the market, as it allows for more personalized and location-based advertising, thus improving user engagement and conversion rates.

Additionally, the growing importance of video content is reshaping the social advertising landscape. Platforms like TikTok and Instagram have popularized short-form videos, leading to a surge in video ads' popularity. Video ads are highly engaging and have higher click-through rates compared to other ad formats, making them a preferred choice for advertisers. With advancements in video production and streaming technologies, creating and distributing high-quality video content has become more accessible, further driving the market growth.

As the digital landscape continues to evolve, Metaverse Social Media Platforms are emerging as a transformative force in the realm of social advertising. These platforms offer immersive virtual environments where users can interact, socialize, and engage with content in entirely new ways. For advertisers, the metaverse presents a unique opportunity to create highly engaging and interactive ad experiences that go beyond traditional formats. By leveraging the immersive capabilities of the metaverse, brands can connect with audiences on a deeper level, fostering brand loyalty and driving meaningful engagement. As the metaverse continues to gain traction, it is poised to become a significant player in the social advertising market, offering innovative solutions for brands looking to stand out in a crowded digital space.

Regionally, North America holds a significant share of the social advertising and social mediaing market, driven by the high penetration of social media platforms, advanced digital infrastructure, and early adoption of new technologies. Europe follows closely, with a robust digital marketing ecosystem and regulatory support for data privacy and user protection. The Asia Pacific region is expected to witness the fastest growth, primarily due to the increasing number of internet users, rapid urbanization, and the rising influence of social media on consumer behavior. Countries like China, India, and Japan are key contributors to this regional growth, offering immense opportunities for market expansion.

Platform Analysis

In the social advertising and social mediaing market, platforms play a crucial role in determining the reach and effectiveness of advertisements. Facebook, with its extensive user base and advanced targeting capabilities, remains a dominant platform in this market. The platform's ability to segment audiences based on demographics, interests, and behaviors makes it highly attractive for advertisers. Moreover, Facebook's integration with Instagram allows for seamless cross-platform advertising, further enhancing its value proposition for businesses looking to maximize

Fashion Influencer Market Outlook

The global fashion influencer market size was valued at approximately USD 10 billion in 2023 and is anticipated to expand at a compound annual growth rate (CAGR) of 8.5% from 2024 to 2032, reaching a forecasted market size of nearly USD 21.3 billion by 2032. The primary growth factor driving this market includes the increasing reliance of brands on social media platforms for marketing and advertising, aiming to capture the attention of a younger, digitally-savvy audience.

One of the key growth factors of the fashion influencer market is the exponential rise in social media usage globally. With more than 4.9 billion social media users reported in 2023, platforms like Instagram, TikTok, and YouTube have become fertile ground for fashion influencers to create and share content. This social media boom translates directly into a growing audience for fashion influencers, thereby making them a critical part of digital marketing strategies for fashion brands. Moreover, the integration of shopping features on these platforms enables seamless consumer engagement and conversion, further fueling market growth.

The inclination towards personalized and authentic content is another significant driver of the fashion influencer market. Consumers are increasingly seeking relatable content and trusted voices to guide their purchasing decisions. Fashion influencers, particularly micro and nano influencers, are adept at creating personalized content that resonates with their audience. This authenticity builds trust and reliability, making influencer marketing more effective than traditional advertising methods. The desire for authentic engagement has prompted brands to collaborate more frequently with influencers, thereby driving market expansion.

Technological advancements and innovations in social media analytics tools also contribute significantly to market growth. Advanced algorithms and AI-driven analytics enable brands to measure the effectiveness of influencer campaigns more accurately. These tools help in identifying the right influencers, understanding audience demographics, and analyzing engagement metrics. As a result, brands can make data-driven decisions to optimize their marketing strategies. The ability to track and measure ROI effectively encourages more brands to invest in influencer marketing, thereby bolstering market growth.

The regional outlook of the fashion influencer market indicates a robust growth trajectory across various geographies. North America and Europe remain the largest markets due to high social media penetration and mature fashion industries. However, the Asia-Pacific region is expected to witness the highest growth rate, driven by increasing internet penetration, rising disposable incomes, and a growing youth population. Latin America and the Middle East & Africa also present promising growth opportunities as brands explore untapped markets in these regions.

Platform Analysis

The fashion influencer market can be segmented by platform, including Instagram, YouTube, TikTok, Blogs, and others. Instagram remains the most dominant platform for fashion influencers, thanks to its visually-centric nature and extensive user base. With features like Instagram Stories, Reels, and IGTV, influencers can create diverse content that engages their audience. The integration of shopping features also allows seamless product promotion and purchase, making it an attractive platform for brands and influencers alike. The platform's algorithm further boosts content visibility, ensuring maximum reach.

YouTube is another significant platform, known for its long-form content that allows influencers to delve deeper into fashion trends, tutorials, and reviews. The platform's monetization options, such as ad revenue and sponsorships, make it financially rewarding for influencers. Additionally, YouTube's searchability and recommendation algorithms enhance content discoverability, providing influencers with a steady stream of new followers. Brands leverage YouTube for detailed product reviews and collaborations, benefiting from the platform's extensive reach and engagement metrics.

TikTok has emerged as a game-changer in the fashion influencer market, particularly among Gen Z. Its short-form, engaging video content is perfect for quick, impactful fashion tips and trends. The platform's algorithm ensures rapid content dissemination, often leading to viral trends. Influencers on TikTok benefit from high engagement rates and the potential for rapid follower growth. Brands are increasingly partnering w

Online Influencer Market Outlook

The global online influencer market size is projected to grow from $13.8 billion in 2023 to approximately $31.5 billion by 2032, reflecting an impressive CAGR of 9.5% over the forecast period. The robust growth of this market is primarily driven by the increasing usage of social media platforms, which has revolutionized the ways brands connect with consumers and promote their products.

Several growth factors are contributing to the expansion of the online influencer market. Firstly, the rising penetration of smartphones and internet access globally has led to a significant increase in social media usage. Platforms like Instagram, YouTube, and TikTok have become integral parts of daily life, providing influencers with vast audiences to engage. Furthermore, the trust and authenticity associated with influencer endorsements compared to traditional advertising methods are compelling brands to allocate larger portions of their marketing budgets to influencer partnerships.

Another critical growth factor is the changing consumer behavior, particularly among younger generations. Millennials and Gen Z consumers place a high value on personalized and relatable content, which influencers deliver effectively. These demographics are more likely to trust recommendations from influencers over conventional advertisements, driving brands to leverage influencers for authentic engagement and enhanced brand loyalty. This shift in consumer preferences is expected to continue fueling market growth in the coming years.

Additionally, the technological advancements in social media platforms and analytics are enabling more targeted and effective influencer marketing campaigns. Advanced algorithms and data analytics tools allow brands to identify the most suitable influencers for their campaigns based on metrics such as engagement rates, follower demographics, and content relevance. This precision in targeting ensures better ROI for marketing spends, encouraging more brands to adopt influencer marketing strategies.

From a regional standpoint, North America remains the largest market for online influencers, driven by high social media penetration and significant marketing budgets. However, the Asia Pacific region is expected to witness the fastest growth, attributable to the rapid digitalization and increasing internet users in countries like India, China, and Southeast Asia. These regions' booming e-commerce sectors also contribute to the rising demand for influencer marketing.

Platform Analysis

Among the various platforms, Instagram continues to dominate the online influencer market. Instagram's visual-centric format and diverse features such as Stories, Reels, and IGTV make it an ideal platform for influencers to create engaging content. Brands prefer Instagram for its high engagement rates and the ability to directly link products. The platform's continuous innovation in features keeps it relevant and maintains its popularity among both influencers and brands.

YouTube is another significant platform in the influencer market, particularly favored for long-form content and in-depth reviews. With its extensive reach and robust monetization options, YouTube attracts a diverse range of influencers, from beauty gurus and gamers to tech reviewers and educators. The platform's algorithm also plays a crucial role in content discovery, allowing influencers to grow their audience organically over time.

TikTok has emerged as a formidable player, particularly among younger audiences. Its short-form video format and viral nature make it an excellent platform for creative and spontaneous content. TikTok's algorithm, which emphasizes content over follower count, allows new influencers to gain rapid visibility. Brands are increasingly turning to TikTok for its unique ability to create buzz and drive high levels of engagement within short periods.

Facebook, while not as dominant among younger demographics, remains a vital platform for influencers, especially for those targeting older audiences and running community-based campaigns. Facebook's extensive ad network and detailed analytics enable precise targeting and effective campaign measurement. Additionally, Facebook Groups and Pages provide influencers with tools to build and engage with their communities effectively.

Twitter, though more niche, plays a significant role in influencer marketing, particularly for real-time engagement and discussions. Twitter's form

The social media marketing market has become an essential component of modern business strategies, enabling brands to connect with their audience, promote products, and drive engagement through popular platforms like Facebook, Instagram, Twitter, and LinkedIn. As of 2023, the global social media marketing market was

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

According to a global report conducted between January 2021 and December 2023, TikTok had the highest engagement rate per post when compared to Instagram, Facebook, and X (formerly Twitter). Overall, TikTok's average engagement rate per post was 2.65 percent in 2023. Instagram's engagement rate stood at 0.7 percent in 2023, and Facebook's stood at 0.15 percent.

Social Advertising & Social Media Market Outlook

The global social advertising and social media market size was valued at approximately USD 120 billion in 2023 and is projected to reach USD 350 billion by 2032, growing at a CAGR of 12.5% from 2024 to 2032. The primary growth drivers include increasing internet penetration, the proliferation of smartphones, and the rising adoption of social media platforms for marketing purposes.

One of the key growth factors of the social advertising and social media market is the exponential increase in internet users and the widespread penetration of smartphones. This digital transformation has provided businesses with unprecedented access to a wide audience base, allowing them to target potential customers more effectively through social media platforms. The convenience and reach of social media advertising are unparalleled, enabling businesses to engage with a global audience in real-time and deliver personalized content, which significantly boosts brand visibility and customer engagement.

Moreover, advancements in data analytics and artificial intelligence have further fueled the growth of this market. These technologies enable businesses to analyze consumer behavior and preferences more accurately, allowing for more targeted and personalized advertising campaigns. The ability to measure and track the effectiveness of advertising efforts in real-time provides companies with valuable insights, enabling them to optimize their marketing strategies and achieve higher conversion rates. This data-driven approach has become a cornerstone of modern advertising, contributing to the robust growth of the social advertising and social media market.

The rising popularity of social media influencers and content creators has also played a significant role in market growth. Influencer marketing has emerged as a powerful tool for brands to reach their target audience authentically and organically. Collaborations with influencers enable brands to leverage their followers and create a sense of trust and credibility. This form of advertising is particularly effective in reaching younger demographics who are more likely to engage with content from influencers than traditional advertisements.

From a regional perspective, North America currently holds the largest market share in the social advertising and social media market, driven by the high adoption rate of social media platforms and advanced digital marketing infrastructure. Europe and Asia Pacific are also witnessing significant growth, with the latter expected to demonstrate the highest CAGR during the forecast period. The rapid digitalization and increasing internet penetration in emerging economies within the Asia Pacific region, such as India and China, are major contributors to this growth.

Platform Analysis

The social advertising and social media market can be segmented by platform into Facebook, Instagram, Twitter, LinkedIn, Snapchat, TikTok, and others. Facebook remains the dominant platform, due to its extensive user base and advanced advertising tools. Businesses of all sizes utilize Facebook's robust advertising capabilities to target specific demographics with personalized content. Despite privacy concerns and regulatory scrutiny, Facebook's vast data collection and analytical capabilities make it an attractive platform for advertisers seeking to maximize their reach and engagement.

Instagram, owned by Facebook, has also seen substantial growth, particularly among younger users. The platform's focus on visual content makes it ideal for brands looking to engage with consumers through images and short videos. Instagram's Story feature and IGTV have opened new avenues for advertising, allowing brands to create more immersive and interactive content. The influence of social media influencers on Instagram is particularly noteworthy, as it provides brands with an authentic way to reach potential customers.

Twitter, known for its real-time interaction and trending topics, offers unique opportunities for brands to engage with consumers through promoted tweets and trending hashtags. The platform's concise format and emphasis on immediacy make it suitable for time-sensitive promotions and announcements. However, the challenge lies in the brief lifespan of tweets, requiring advertisers to frequently update their content to remain visible and relevant.

LinkedIn, the go-to platform for professional networking, is increasingly being leveraged for B2B advertising. The platform's

As of April 2024, around 16.5 percent of global active Instagram users were men between the ages of 18 and 24 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 2020, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, second to Snapchat and TikTok. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens report feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious.
              Social media can have negative effects on teens, which is also 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.

Ecommerce Social Media Market Outlook

The global ecommerce social media market size was valued at approximately USD 48.3 billion in 2023 and is projected to reach a staggering USD 157.4 billion by 2032, growing at an impressive CAGR of 14.1% during the forecast period. This remarkable growth can be attributed to the increasing integration of social media platforms with ecommerce functionalities, which has revolutionized the way businesses interact with customers and market their products.

A significant growth factor for the ecommerce social media market is the ubiquitous presence of social media platforms in daily life. Social media has become a critical channel for businesses to reach their target audience, engage with customers, and drive sales. The massive user base of platforms like Facebook, Instagram, and Twitter provides businesses with an unparalleled opportunity to market products and services more effectively. Moreover, technological advancements such as AI and machine learning are enhancing personalized customer experiences, thereby driving higher engagement and conversion rates.

Another major driver is the shift in consumer behavior towards online shopping. The convenience, variety, and competitive pricing offered by ecommerce platforms are attracting more consumers to shop online. Social media platforms are playing a pivotal role in this shift by offering features like shoppable posts, in-app purchases, and targeted advertisements. These features not only simplify the purchasing process but also make it more engaging and personalized. As consumers spend more time on social media, businesses are leveraging these platforms to enhance customer engagement and drive sales.

The growing trend of influencer marketing is also contributing significantly to the growth of the ecommerce social media market. Influencers have the power to affect the purchasing decisions of their followers due to their perceived expertise, authenticity, and relatability. Businesses are increasingly collaborating with influencers to promote their products, thereby reaching a larger and more targeted audience. This form of marketing is proving to be highly effective in driving brand awareness and increasing sales.

As the digital landscape continues to evolve, the emergence of a Sports Social Media Platform is reshaping how sports enthusiasts engage with their favorite teams and athletes. These platforms are designed to cater specifically to sports fans, offering a unique blend of social networking and sports content. Users can follow live updates, engage in discussions, and share their opinions on games and events. This specialized focus allows for a more immersive and interactive experience, as fans can connect with others who share their passion for sports. The integration of ecommerce functionalities on these platforms further enhances the user experience, enabling fans to purchase merchandise and tickets directly through the platform. As a result, sports social media platforms are becoming an integral part of the sports ecosystem, driving fan engagement and creating new revenue streams for sports organizations.

Regionally, North America holds the largest share of the ecommerce social media market, driven by high internet penetration, advanced technological infrastructure, and a high concentration of social media users. However, the Asia Pacific region is expected to witness the fastest growth during the forecast period, fueled by the rapid adoption of smartphones, growing internet user base, and increasing popularity of social media platforms in countries like China, India, and Japan. The region's burgeoning middle class and their increasing disposable income also contribute to this growth.

Platform Type Analysis

In terms of platform type, the ecommerce social media market is segmented into Facebook, Instagram, Twitter, Pinterest, LinkedIn, and others. Facebook continues to dominate the market due to its massive user base and advanced advertising tools. Businesses leverage Facebook's comprehensive data analytics and targeted advertising capabilities to reach specific demographics and enhance their marketing strategies. Additionally, Facebook's integration with ecommerce features like Facebook Shops has further solidified its position as a leading platform for social commerce.

Instagram is another key player in the ecommerce social media market. Its visually rich platform is particularly appeal

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.

The average adult TikTok user in America spends 33 minutes per day on the app.