Number of monthly active Instagram users 2013-2018

How many people use Instagram?

In June 2018, Instagram had reached one billion monthly active users, up from 800 million in September 2017. The app is one of the most popular social platforms worldwide and one of the four billion-user properties owned by Facebook.

Instagram users by country

Instagram is a mobile social network that allows users to edit and share photos and videos. As of July 2020, the United States rank first with an Instagram audience of over 130 million users. India ranks second with 100 million Instagram users, highlighting the digital market potential of the country. The countries with the largest Instagram audience reach were Brunei and Kazakhstan, jointly ranked first with an Instagram audience reach of 68 percent among the population. As of 2020, Instagram is still blocked in mainland China, along with most other Western social networks.

Instagram users by age

The average age of Instagram users is particularly attractive for marketers - as of July 2020, over two thirds of total Instagram users worldwide were aged 34 years and younger. Users aged 25 to 34 years accounted for the largest share of global Instagram audiences.

Popular Instagram features

Originally criticized as a copy of Snpachat core functionality, Instagram Stories has quickly become one of the platform’s most popular features. Instagram users immediately took to posting images that expired after 24 hours and parent company Facebook reported more than 500 million daily active Instagram Stories users in January 2019. In November 2019, Instagram launched its Reels feature in a limited number of countries. Reels has been strongly likened to video app TikTok. TikTok was banned in India in July 2020 and Instagram rolled out Reels to India immediately afterwards. Instagram Reels saw a 50-country release later in summer 2020. Based on Instagram’s history of adapting other social app’s core features, it is only a matter of time until there will be a new functionality within the photo-sharing app.