Instagram Demographics For Marketers In 2022

Instagram demographics

Instagram has earned itself the reputation as the go-to place to share beautiful images, whether they’re of your latest meal, your most recent vacation, or even just a photo of your dog sleeping in a weird position (we all do it). The social media platform made popular by supermodels and celebrities alike now has over 500 million monthly active users. No matter how you look at it, Instagram is big business, especially when it comes to marketing and advertising. But what do you need to know about Instagram demographics in order to make the most of this powerful platform?

Here’s a quick rundown of the key stats and information that every marketer should be aware of in 2022.

Instagram Age Demographics:

As you can see, the vast majority of Instagram users are young adults, which should come as no surprise given the platform’s popularity with celebrities and influencers. This is good news for marketers looking to target this age group. But it’s worth noting that the platform is also increasingly popular with older users. In fact, the number of 50+ users has doubled in the last two years.

Instagram Gender Demographics:

Instagram has one of the evenest gender demographics among social media platforms, with slightly more women than men on Instagram. 49.3% of Instagram users are female, while 50.7% are male. As of 2021, there are over 500 million monthly active users on Instagram, which means approximately 250 million women and 250 million men using the platform.

As far as marketing goes, this relatively even gender split is good news for businesses and brands that want to target both men and women with their advertising campaigns. However, it’s worth noting that some industries tend to perform better with one gender over the other on Instagram. For example, fashion and beauty brands tend to do well with female audiences, while sports and outdoor brands perform better with male audiences.

Instagram Country Demographics:

Instagram income demographics

Instagram is a global platform with users in every corner of the world. However, the vast majority of users are located in just a few countries. As of 2021, the top five countries with the most Instagram users are India (180 million), the United States (170 million), Brazil (110 million), Indonesia (93 million), and Russia (61 million).

These five countries alone account for over 60% of Instagram’s total user base, which means that if you’re looking to target a global audience, these are the markets you need to focus on.

When it comes to marketing, it’s also important to consider the language of your audience. While English is the most common language on Instagram, there are a significant number of users who speak other languages as well. Over 30% of users are from countries where English is not the primary language. This is something to keep in mind if you’re targeting a non-English speaking market.

Instagram Income Demographics:

Instagram country demographics 

While Instagram is popular with users of all income levels, the platform does tend to be used more by those who make less than $50,000 per year. Over half of all users make less than $50,000 per year. This is something to keep in mind if you target a lower-income demographic with your marketing campaigns.

Instagram Location Demographics:

Instagram location demographics 

When we’re talking about Instagram demographics, it makes sense to focus on location. After all, how else can you reach your target market? If a company is interested in advertising on Instagram, then they should know what country or city their target audience lives in. For that reason, Instagram Insights provides data based on location. Here are some interesting Instagram demographics by location:

The vast majority of Instagram users (45%) live in urban areas, while 41% live in suburban areas, and just 25% live in rural areas.

This data is useful for businesses and brands that are looking to target a specific type of location with their marketing campaigns. For example, a company that sells products or services that are popular in urban areas would do well to focus its advertising efforts on Instagram users who live in cities.

Instagram Device Demographics:

Instagram device demographics

As of 2021, Android devices account for 62% of all Instagram activity, while iOS devices account for 38%. This is something to keep in mind if you’re targeting a specific type of device with your marketing campaigns this year. 


These are just a few of the most important Instagram demographics for marketers. If you want to learn more about the platform and how to use it effectively for marketing, be sure to check out our complete guide to Instagram marketing.

As we move into 2022, marketers need to understand the latest Instagram demographics. Why? Because knowing who uses the platform and how they use it is essential for developing an effective marketing strategy.

Share this post