In 2024, the average Instagram post from an account with under 500 followers reached around 6,500 Instagram users, up from 1,405 in 2023. Huge accounts, with over 50,001 followers reach an average of 49,932 thousand users in 2024, down from 56,191 users in 2023.

According to a study conducted between 2023 and 2024, Instagram posts from accounts with between 10,001 and 50,000 followers reached an average of 2,909 Instagram users. Overall, stories reached 642 Instagram users, and reels reached 9,649 users.

As of March 2024, Instagram posts from accounts with between 2,001 to 10,000 followers reached an average of 742.81 users. Overall, medium accounts' stories reached 244.77 users, while reels reached 3,248 Instagram users.

As of March 2024, small accounts on Instagram, accounts with between 501 and 2,000 followers, reached 230 people per post. Additionally, stories from small accounts reached 113 people on average, and reels reached approximately 956 Instagram users.

As of March 2024, huge Instagram accounts, accounts which had over 50,001 followers, saw posts reach over 45,000 Instagram users. Additionally, stories and reels of huge accounts reached 5,100 and 67,973 people, respectively.

Introduction

Instagram Users statistics: Instagram has become a worldwide beast with 2 billion monthly active users (MAUs) and is the 3rd largest social network behind Facebook and YouTube. This massive user population represents around 35.9% of the 5.56 billion internet users around the world, and an incredible 34.6% of worldwide mobile users are connecting on Instagram each month.

The largest user population in India with 392.5 million, followed by the US with 172.6 million, Brazil with 141.4 million, and Indonesia with 90.2 million users. Users spend an average of almost 34 minutes each day using the platform, and this signals Instagram’s connection for deep engagement.

To better leverage, Instagram’s audience has almost equal gender representation and largely made up of Gen Z and Millennials; thus, Instagram is still a relevant channel for companies who want to access these digitally native audiences.

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.

There were 89 891 300 Instagram users in Indonesia in January 2024, which accounted for 31.5% of its entire population. The majority of them were women - 54.9%. People aged 25 to 34 were the largest user group (35 800 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 12 500 000.

There were 175 908 200 Instagram users in United States of America in June 2025, which accounted for 50.9% of its entire population. The majority of them were women - 55.1%. People aged 25 to 34 were the largest user group (51 000 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 18 000 000.

There were 82 320 000 Instagram users in Indonesia in January 2021, which accounted for 28.9% of its entire population. The majority of them were women - 52.6%. People aged 18 to 24 were the largest user group (30 000 000). The highest difference between men and women occurs within people aged 13 to 17, where women lead by 4 300 000.

There were 19 043 900 Instagram users in Iraq in February 2024, which accounted for 40.5% of its entire population. The majority of them were men - 60.2%. People aged 18 to 24 were the largest user group (7 800 000). The highest difference between men and women occurs within people aged 25 to 34, where men lead by 4 300 000.

In 2024, Instagram reels from accounts with over 50,001 followers reached over 67,000 Instagram users, down from approximately 73,000 users in 2023. Reels from accounts with between 10,001 and 50,000 followers reached around 9,650 people in 2024.

There were 30 200 000 Instagram users in Italy in December 2024, which accounted for 50.7% of its entire population. The majority of them were women - 53.3%. People aged 25 to 34 were the largest user group (7 500 000). The highest difference between men and women occurs within people aged 45 to 54, where women lead by 2 300 000.

In 2024, Instagram Reels reached the most users on Instagram, with brand content published in this format accounting for 37.87 percent of reach. Carousels made up just over a quarter of all reach on the platform, and images accounted for 17.21 percent.

There were 2 499 400 Instagram users in Finland in January 2024, which accounted for 44% of its entire population. The majority of them were women - 58.2%. People aged 25 to 34 were the largest user group (651 900). The highest difference between men and women occurs within people aged 35 to 44, where women lead by 207 100.

In 2024, Carousels on Instagram generated more engagement from users than single images, Reels, and Reels from the feed. Overall, the engagement rate of Carousels stood at 10.15 percent in 2024, compared to 7.36 percent for images.

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 35 047 300 Instagram users in United Kingdom in February 2025, which accounted for 50.6% of its entire population. The majority of them were women - 55.1%. People aged 25 to 34 were the largest user group (10 500 000). The highest difference between men and women occurs within people aged 35 to 44, where women lead by 3 200 000.

There were 11 826 900 Instagram users in Taiwan in June 2024, which accounted for 49.3% of its entire population. The majority of them were women - 56%. People aged 25 to 34 were the largest user group (4 100 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 1 100 000.

There were 48 888 900 Instagram users in Mexico in May 2024, which accounted for 34.4% of its entire population. The majority of them were women - 54.9%. People aged 18 to 24 were the largest user group (18 000 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 8 000 000.