As the decade rolls to a close, Instagram demographics show us exactly how much the app has grown over the years. Lots of things stand out about the 2010s, but Instagram is certainly one of the things that has truly changed the fabric of society. Since its launch in 2010, in just ten short years it’s gone from coffee and cats to an $8 billion industry and literally changing the English language. (Right, #bae?) 

That’s a lot of influence for any app. And when Facebook purchased Instagram, it only helped it grow into more of a monolith. There are more people using Instagram than ever before, and we could argue that no other social media platform has come close to its level of influence. It literally invented the career of influencer, for instance.  As Instagram has grown, its demographics have also changed. Those demographics are important for Instagram marketing both past and future. Let’s take a look at Instagram’s most recent demographics and see how they’ll affect marketing in 2020. 

Instagram Demographics 

Instagram is the sixth most popular social media app in the world. With over 1 billion Instagram users, it officially has ensnared more than ⅙ of the world’s population. Statistics like that make it easy to see why more and more businesses turn to Instagram marketing every day. We don’t predict that Instagram marketing is going anywhere in 2020 either. If anything, it’s only going to become more important. But to more effectively market, you need to understand who you’re marketing to. So let’s take a look and see who’s on Instagram.

Instagram Demographics by Age

From Hooters to housing to luxury travel, millennials industry-killing body count continues to rise. Instagram, however, is not among the fallen. While socially savvy Gen X and Y-ers tend to stick to Facebook, Gen Z turns to Snapchat and recent challenger Tik Tok. But Instagram has millennials firmly in its grasp. More than 70% of Instagram’s user base is under 35, with the highest concentration of accounts between ages 35-44 (and yes, those are millennials.) However, the most active users on Instagram are between 18-29, with a little over half of those people saying they check Instagram more than once a day. 

The official age statistic breakdown is as follows: 

  • Ages 13–17: 57 million (7%)
  • Ages 18–24: 270 million (32%)
  • Ages 25–34: 270 million (32%)
  • Ages 35–44: 131 million (15%)
  • Ages 45–54: 68 million (8%)
  • Ages 55–64: 30 million (3%)
  • Ages 65+: 18.3 million (2%)

But even seniors report more use of the app. Growth has risen among accounts between ages 55-65 and 65+ by 2%. That means that although Instagram may seem targeted to young people, it likely won’t stay that way. When considering marketing strategies for 2020, there is more than one age group to consider. 

So while you may be tempted to focus all out on the millennial demographic, don’t forget that Instagram is attracting more and more people every day. 

Instagram Demographics by Gender

It’s not surprising that there are more female Instagram users than male. Studies have shown that women tend to use the Internet in a more social way, where men are more likely to use it for entertainment. 39% of Instagram’s user base is female, with men at just 30%. 

However, when you look at active accounts, the gender demographic is actually split almost evenly. 50.3% of active users are female, while 49.7% are male. The only exception – among users aged 18-24, male users outnumber female users by about 20 million accounts. 

It should be noted in the discussion of gender that Instagram offers only three gender options: male, female, and not specified. Perhaps a more diverse future will offer us greater insight into the gender split among Instagram users.

Instagram Demographics by Race

Race isn’t one of the categories Instagram officially keeps data on, so there’s no concrete data on this subject. But according to the Pew Research Study, when it polled Black, Latinx, and white ethnic groups, Black Americans reported the highest usage of Instagram at 43%. Those with Hispanic ancestry reported 38% usage, while white came in at just 32%. 

Where In The World Are Instagram Users?

Instagram is an American invention, so it makes sense that most Instagram users are located in the U.S. with just over 120 million active Instagram accounts. But with 1 billion accounts, more than half of Instagram’s userbase is actually located outside the U.S. But Instagram users outside the U.S. also tend to be more active than ones within. All it takes is a look at the growth rate of Instagram to see its rapid spread: 

  1. United States: 120 million users
  2. India: 67 million (a 14 percent quarter-over-quarter increase)
  3. Brazil: 63 million
  4. Indonesia: 59 million
  5. Turkey: 36 million
  6. Russia: 33 million
  7. Japan: 24 million
  8. United Kingdom: 23 million
  9. Mexico: 21 million
  10. Germany and Italy (tied for 10th): 18 million

About half of American Instagram users living in cities use Instagram, while suburban users report 34% and rural respondents only 25%. But brands are reaching out to rural residents, too – and as communities and niches grow stronger, more people sign up for Instagram every day. 

Don’t Forget About Your Insights

While these Instagram demographics are great to know about Instagram overall, don’t forget that you’ve got your most powerful tool in the form of your own business insights. Your personal demographics are going to be different than Instagram’s overall, depending on factors like location, content, and engagement.

This is your most powerful marketing tool hands down. There’s no way to market to the entire world effectively. Instead, zero in on what is appealing about your brand and who you’re trying to attract, and go from there. On Instagram, the more hyperspecific, the better. Marketing campaigns have appeals that broaden, not narrow.

Once your brand grows there’s no need to keep the campaigns hyperspecific. But starting off, the best thing you can do for a brand is appeal to your existing followers. So don’t forget to keep an eye on your insights and make use of the most valuable business tool Instagram has already provided.

What Do Demographics Mean for 2020?

What can you gain by looking at these Instagram demographics? There’s one overall takeaway that’s important: Instagram usage is steadily growing among every age group. That means Instagram marketing is only going to become MORE important in 2020. You may be inclined to focus on women, but remember that there are plenty of active male users on Instagram too. Don’t let any one group of demographics determine your marketing strategy – focus on providing an all-around great experience for your target audience.

Instagram marketing has already been proven to be an all-around effective tool, so invest in it in the coming decade. The rise in usage among every age group, even seniors, shows that it’s not going anywhere. Remember to keep an eye on your insights as well as overall demographics. They’re your not-so-secret weapon. And don’t just invest in one age demographic when it comes to Instagram marketing – invest in all of them. 

The Breakdown

In terms of demographics, Instagram has grown astronomically over the past decade. With an even split of active users in terms of gender and a strongly millennial userbase, it’s shifted from a fun platform to a huge industry and marketing program. With more than 25 million business accounts, Instagram grows in power every day. That’s why it’s crucial to understand how insights and active accounts function. Instagram marketing is only going to become more important in the 2020s – so get schooled as soon as you can.