The 5 Instagram Demographics That Matter Most to Your Social Media Marketing

When Facebook purchased Instagram way back in 2012, the photo-sharing channel only had 30 million users.

Today, there are more than a billion users Instagramming each day, and 1 million advertisers too. In other words – Instagram is easily one of the best platforms available online for companies, influencers and marketing teams that want to connect with their target audience.

Of course, as anyone with a knowledge of social media marketing will tell you, knowing your audience is the key to long-term success and organic followers.

So, who are these 1 billion people who call Instagram their home?

More importantly, how can your knowledge of Instagram demographics change the way you promote your brand (or yourself) online?

Let’s find out.

Ultimate Instagram Demographics –


As a mobile-first, visually oriented social media platform, Instagram has always appealed more to the younger generations. Younger people appreciate the ability to share beautiful, easy-to-consume content through their smartphones.

Plus, let’s face it – we all like the way an attractive IG filter makes us feel.

According to the most recent Statista report (October 2018) most Instagram users are under the age of 35. Let’s break the graph down a bit:

  • Age 13-17: 7%
  • Age 18-24: 31%
  • Age 25-34: 31%
  • Age 35-44: 15%
  • Age 45-54: 9%
  • Age 55-64: 3%
  • Age 65+: 2%

So, what do these age-based Instagram demographics mean to your marketing campaigns? Well, a whopping 69% of Instagram users are currently under the age of 35.

Piper Jaffray’s “Taking Stock with Teens” survey from November 2017 shows that Instagram and Snapchat are practically equal when it comes to teenager popularity. 83% of Teens use Snapchat every month, compared to 82% for Instagram.

However, Instagram isn’t just popular for the “new kids on the block.” Today, 10% of Americans over the age of 65 say they’re using Instagram, and the number keeps growing – driven by influencers like @BaddieWinkle.

Instagram isn’t only for the kids anymore.

View this post on Instagram

90 years old πŸŽ‚

A post shared by BBY BADDIE πŸ‘ΌπŸΌ (@baddiewinkle) on

Ultimate Instagram Demographics –


Now you know how old the typical Instagram user is, you’re probably wondering about gender.

The latest Statista report published in January 2018 shows that 39% of women use Instagram, compared to 30% of men.

However, among active users, the split is more even at around 50.3% female and 49.7% male.

Of course, it’s worth noting that Instagram offers more than 2 options for gender when you’re signing up for an account. You can select “not specified” instead of male or female, and most reports don’t take that third choice into account.

In today’s increasingly diverse world, gender is becoming less of a crucial consideration for modern marketers. Savvy social media teams are focused less on appealing specifically to “males” or “females.” Today, companies of all sizes are beginning to show their appreciation of countless different genders and non-binary identities.

As gender fluidity continues to evolve, Instagram demographics around gender may need to expand too.

Ultimate Instagram Demographics –


The US has the most love for Instagram.

Currently, there are more than 120 million users on Instagram from America alone. However, that also means that more than 80% of IG users are located outside of the States.

When it comes to location-based Instagram demographics, Pew research suggests that about 42% of all users are from urban environments. However, the global market for ‘grammers is a lot more diverse than you might think. For instance, the current top 10 countries for Instagram use (according to Statista October 2018) include:

  • United States: 121 million users
  • India: 71 million users
  • Brazil: 64 million users
  • Indonesia: 59 million users
  • Turkey: 37 million users
  • Russia: 32 million users
  • Japan: 25 million users
  • Iran: 24 million users
  • UK: 23 million users
  • Mexico: 21.9 million users

Statista Monthly users in Millions screenshot

No matter where you go, people are taking to Instagram at a rapid pace. However, while popularity of the app by geographical region is easy enough to track, it’s not so simple to determine which ethnic group spends the most time on Instagram.

The #IG sign-up sheet doesn’t include any questions asking about ethnicity or race. That’s great for #Equality, but it also means that there’s not a lot of official data into this area of Instagram demographics.

That being said, the Pew Research study for 2018 does indicate that around 43% of their Instagram respondents were black Americans, making this the most common ethnicity. Black Americans were followed by Hispanic respondents (38%), and white respondents (32%).

Ultimate Instagram Demographics –


Have you ever wondered how many of your IG followers have a college degree?

Education might not be the most important consideration on your list of Instagram demographics. However, knowing whether your customers went to college can help you to create content that’s more likely to resonate with them. There’s no point posting nostalgic pictures about #CollegeLife if the majority of your fans have no idea what you’re talking about.

The Pew Social Media Use study for 2018 suggests that the majority of Instagram users are college graduates (42%), while a further 31% have some college education.

Only 29% of respondents in the study said that they were a high school graduate “or less.”

If nothing else, these Instagram demographics tell us that the photo-sharing platform could be a fantastic place for colleges to connect with their alumni, as Purdue University shows with their @LifeAtPurdue account.

Ultimate Instagram Demographics –


There’s more to being successful on Instagram than targeting the followers with the highest income potential. However, if your user personas suggest that you’re better off tailoring your campaigns to those with a little more cash to splash, then Instagram could be the ultimate channel for you.

Instagram users aren’t exclusively made up of teenagers who love to #StrikeAPose.

According to a study of over 2,000 US residents’ and their social media habits, the income of your Instagram followers looks something like this:

  • $100K+ – 60%
  • $80-$100K – 46%
  • $70-$80K – 55%
  • $60-$70K – 36%
  • $40-$60K – 45%
  • Less than 30K – 44%

So, what do these Instagram demographics mean for your business?

Well, as you can see, there’s plenty of space on Instagram for luxury companies and budget brands alike. If you’re hoping to connect with some big-spenders, then you’ve got plenty of opportunities on Instagram. However, you don’t have to be a luxury brand to thrive.

There’s something for everyone on Instagram.


Tying in Instagram Demographics With Marketing

Instagram demographics matter, especially when you’re pitching to prospective clients. Whenever you submit aΒ social media marketing proposal to a client, you’ll need to give them the full rundown of what they should expect. Getting access to their Instagram or even just getting a snapshot of their demographics section can really help when you pitch them any type of social media strategy.

After all, if you’re in the business of making money, you need to know what demographic to target. This really matters when you’re shaping up your proposal, so be sure to grab some demographic info before you pitch!

Understanding Instagram Demographics

As valuable as Instagram demographics can be – they’re just the beginning when it comes to building the ultimate social media strategy.

The best way you can upgrade your campaigns is to discover your personal target audience.

While learning more about Instagram demographics can help you to decide whether this particular social channel is better for your brand than another option like Facebook or Twitter, this guide shouldn’t replace an in-depth user persona.

To improve your chances of getting #Instagood with your advertising, remember to continually look for new ways that you can learn more about your audience. For instance:

  • Poll existing customers or ask them to fill out forms in exchange for a free gift or voucher code.
  • Use Instagram Insights to see where the majority of your followers come from, what their age is, and what kind of content they prefer.
  • Track your campaign performance through social media marketing tools, or with the help of a personal marketing manager from Upleap.

If you’re not sure whether you’re getting your business out and in front of the right people, then now could be the perfect time to get a little extra help.

The team here at Upleap can help you increase your followers, likes, and engagement on Instagram – no matter what your target audience looks like. All that – and getting started is free.

Check it out for yourself today!



By Rebekah Carter

Hi! I'm Rebekah, a full-time writer specializing in the spaces of digital content, business, social media and tech.

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