Instagram Demographics 2025: Key Audience Insights and Statistics

March 18, 2025

In the quickly moving arena of digital marketing, Instagram demographics play a vital role in shaping content strategies, influencer partnerships, and advertising effectiveness. With over a billion active users, and growing, Instagram provides businesses and marketers an unparalleled opportunity to connect with diverse audiences worldwide.

However, to truly harness Instagram’s potential, marketers and advertisers must move beyond basic posting strategies and understand the core Instagram demographic data that defines the platform’s user base. Who are the primary users? What age groups dominate the platform? How do gender, income, and geographic distribution influence engagement and advertising effectiveness? These are all extremely important questions.

This guide provides a deep dive into the latest demographics on Instagram, giving marketers the insights they need to craft targeted campaigns, optimize content strategies, and maximize engagement. Whether you’re a brand looking to expand your digital presence or a content creator aiming to refine your audience reach, these statistics will help you make data-driven decisions.

Instagram Demographics

Global User Base

Instagram’s global presence is immense, with over 1.4 billion monthly active users as of 2025. Understanding Instagram demographics at this scale is essential for brands looking to expand their reach internationally. In the below sections we’ll break down the Instagram demographic information on age, gender, geographical (countries), education, and income.

Age Distribution

One of the most significant aspects of Instagram demographic data is the age distribution of its user base. The platform skews younger, making it an essential space for brands looking to engage with, Gen Alpha, Gen Z, and Millennials. And before we know it, Gen Beta. The following bar chart details the age distribution of Instagram users.

Instagram Age Distribution of Users

Globally: The largest user segments are aged 18-24 (31.7%) and 25-34 (30.6%).

United States:

  • 25-34 years old: 28.3% of users
  • 18-24 years old: 26.5% of users

For marketers, this demographic on Instagram highlights the importance of targeting younger audiences through engaging visual content, short-form videos, and interactive Stories.

Gender Distribution

Gender plays a key role in shaping Instagram demographics, especially when developing audience-specific marketing campaigns. The following pie chart details the gender distribution of Instagram users.

Instagram Gender Distribution of Users

Globally: 52.4% male, 47.6% female

United States: 55.4% female, 44.6% male

Understanding Instagram demographic data on gender allows brands to tailor their messaging and ad placements for better engagement.

Geographical Insights

The top three countries with the highest number of Instagram users demonstrate the platform’s global reach. This Instagram demographic data can guide international marketing strategies. The following bar chart details the geographic (country) distribution of Instagram users.

Instagram Country Audience Breakdown

1. India: 362.9 million users

2. United States: 169.65 million users

3. Brazil: 134.6 million users

For businesses expanding globally, analyzing Instagram demographics by country can help optimize localization strategies.

Urban vs. Rural Usage

Instagram remains more popular in suburban areas, particularly in the U.S. The following bar chart details the regional distribution of Instagram users.

Percentage of adults who user Instagram

• Urban residents: 51% use Instagram

• Suburban residents: 54% use Instagram

• Rural residents: 39% use Instagram

This demographic on Instagram indicates that marketers should adopt different messaging strategies for urban, suburban, and rural audiences.

Educational and Income Levels

Instagram users span across different education and income levels, making it a versatile platform for brands targeting both high-income and middle-income consumers. The following bar chart details the education level distribution of Instagram users.

Adult education level of Instagram users.

Percentage of users with a level of Educational background in the U.S.:

  • 41% of those with a high school education or less
  • 51% of those with some college education
  • 57% of those who are college graduates

Household income:

47% of U.S. Instagram users report earning more than $75,000 per year

Marketers can use this Instagram demographic data to create more targeted campaigns based on audience spending power and educational background.

User Engagement

Engagement rates are a critical factor in analyzing Instagram demographics, as they directly impact brand visibility and interaction.

Average daily time spent on Instagram: 29 minutes

Percentage of social media users with an Instagram profile: 84%

High engagement levels mean brands must craft compelling content tailored to this demographic on Instagram to maintain attention and interaction.

Influencer Marketing Landscape

Influencer marketing remains one of the most effective ways to leverage Instagram demographic data and connect with engaged communities.

Nano-influencers (1,000-10,000 followers) achieve an average engagement rate of 6.2%.

Brands that align with influencers based on Instagram demographics can see higher engagement and conversions.

Instagram Advertising Insights

Instagram’s advertising model is a powerhouse for brands looking to scale.

  • In-feed ads account for 53.7% of ad revenue
  • Stories contribute 24.6%, though this is expected to decline as Reels continue to grow in popularity

For maximum effectiveness, marketers should analyze Instagram demographic data to refine ad targeting and placement.

Accessing Instagram Demographic Data Using the Ayrshare API

Understanding Instagram demographics is essential for marketers looking to optimize their audience targeting and engagement strategies. The Ayrshare Social Media API provides detailed Instagram demographic data, helping businesses analyze their followers’ age, gender, location, and engagement trends. This section walks through making API calls and interpreting real demographic data from Ayrshare.

Official API Documentation: Ayrshare Analytics API

Retrieving Instagram Demographics via Ayrshare API

To obtain Instagram demographic data, make a request to the /analytics/social endpoint. Use the GET method to request demographic insights.

Sample API Request (cURL)

curl -X GET "https://app.ayrshare.com/api/analytics/social" \
     -H "Authorization: Bearer YOUR_API_KEY" \
     -H "Content-Type: application/json" \
     -d '{"platform": "instagram"}'

Sample API Response

A successful API call returns Instagram demographic data, including location, age, gender, and engagement details.

Sample Response:

{
  "platform": "instagram",
  "followersCount": 2,
  "demographics": {
    "audienceCountry": {
      "TW": 1,
      "HK": 5,
      "SG": 10,
      "AU": 2
    },
    "audienceCountryEngagedAudienceDemographics": {
      "DE": 10,
      "GB": 20,
      "US": 161
    },
    "audienceCity": {
      "Sydney, New South Wales": 2,
      "London, England": 2,
      "Bridgewater, New Jersey": 11,
      "Puli, Nantou": 1
    },
    "audienceCityEngagedAudienceDemographics": {
      "KIRKLAND, WASHINGTON": 3,
      "LAKE BOSWORTH, WASHINGTON": 6,
      "WASHOUGAL, WASHINGTON": 1,
      "SEATTLE, WASHINGTON": 101,
      "BURLINGTON, WASHINGTON": 2
    },
    "audienceGenderAge": {
      "F.18-24": 1,
      "F.25-34": 6,
      "F.35-44": 13,
      "F.45-54": 16
    },
    "audienceGenderAgeEngagedAudienceDemographics": {
      "F.13-17": 2,
      "F.18-24": 11,
      "F.25-34": 150,
      "F.35-44": 24
    }
  },
  "engagement": {
    "commentsCount": 6,
    "likeCount": 116,
    "impressionsCount": 180,
    "reachCount": 1800
  },
  "profile": {
    "username": "thegoodone",
    "name": "theGoodone",
    "biography": "What to watch next? Get recommendations from your friends.",
    "website": "https://www.mywebsite.com/",
    "profilePictureUrl": "https://scontent.fphl1-1.fna.fbcdn.net/v/t15/716003072_n.jpg"
  }
}

Breaking Down the Response

The response provides multiple layers of Instagram demographic data, including:

Location Demographics

Audience by Country (audienceCountry)

  • 🇹🇼 Taiwan: 1
  • 🇭🇰 Hong Kong: 5
  • 🇸🇬 Singapore: 10
  • 🇦🇺 Australia: 2

Engaged Audience by Country (audienceCountryEngagedAudienceDemographics)

  • 🇺🇸 United States: 161
  • 🇩🇪 Germany: 10
  • 🇬🇧 United Kingdom: 20

Audience by City (audienceCity)

  • 📍 Sydney, Australia: 2
  • 📍 London, UK: 2
  • 📍 Bridgewater, NJ, USA: 11
  • 📍 Puli, Taiwan: 1

Engaged Audience by City (audienceCityEngagedAudienceDemographics)

  • 📍 Kirkland, WA: 3
  • 📍 Lake Bosworth, WA: 6
  • 📍 Washougal, WA: 1
  • 📍 Seattle, WA: 101
  • 📍 Burlington, WA: 2

Gender & Age Demographics

General Audience (audienceGenderAge)

  • Females 18-24: 1
  • Females 25-34: 6
  • Females 35-44: 13
  • Females 45-54: 16

Engaged Audience (audienceGenderAgeEngagedAudienceDemographics)

  • Females 13-17: 2
  • Females 18-24: 11
  • Females 25-34: 150
  • Females 35-44: 24

These insights help marketers understand which age groups are engaging the most with content, allowing for more targeted ad campaigns and content strategies.

Engagement Metrics

  • Total Likes (likeCount): 116
  • Total Comments (commentsCount): 6
  • Impressions (last 180 days) (impressionsCount): 18
  • Reach (last 180 days) (reachCount): 1800

How This Data Benefits Marketers

Using Instagram demographic data from Ayrshare, marketers can:

✅ Optimize ad targeting by focusing on locations and age groups that engage the most.

✅ Refine content strategy based on audience preferences and engagement trends.

✅ Measure campaign success by analyzing shifts in demographics over time.

✅ Enhance influencer collaborations by selecting influencers with the right audience match.

By leveraging this Instagram demographic data, brands, marketers, and advertisers can develop more effective content strategies, optimize ad placements, and create engaging experiences that drive real business results. Whether you’re a digital marketer, business owner, or content creator, staying informed about the latest demographics on Instagram is essential for success in today’s competitive landscape.

By leveraging Ayrshare’s API, businesses and creators can gain a data-driven approach to Instagram marketing, ensuring higher engagement and better ROI.

Additional Tips To Keep in Mind

Influencer Demographic Data

Ayrshare offers the /brand endpoint which gives you data on any Instagram public profile for competitive analysis. You can get data such as follower count, media count, profile picture URL, account name, and website.

Demographic Data Availability

Instagram’s analytics data may take up to 48 hours to be fully processed and available. Follower count analytics are only accessible for accounts with at least 100 followers.

Demographic metrics are limited to the top 45 performing audience segments, and calculations are based solely on viewers for whom demographic data is available. Furthermore, demographic insights will not be provided if the account has received fewer than 100 engagements within the past 30 days.