Instagram’s global advertising reach has surpassed 1.74 billion users, representing over 21% of the world’s population and nearly one-third of all internet users, according to data compiled in early 2025.
The platform’s growth, a 5.5% increase year-over-year, is particularly notable in developing regions including Southern Asia and South America. India, Brazil and Indonesia are driving much of this expansion, with India alone accounting for over 414 million users.
Instagram’s user base remains largely comprised of individuals aged 18-34, constituting 65% of the platform’s active users. This demographic concentration makes it a key channel for brands targeting millennials and Generation Z. While the user base is nearly evenly split by gender, with 51% female and 49% male, usage patterns differ between genders.
Approximately 80.3% of Instagram users similarly maintain active accounts on Facebook, and 77.1% are also on WhatsApp, reflecting the interconnectedness of platforms under the Meta umbrella. The most popular activity on Instagram remains sharing photos and videos, favored by 70.2% of users. Following that, 66.7% of users seek out funny or entertaining content, and 62.3% utilize the platform to follow or research brands and products.
As of 2025, Instagram boasts 2 billion monthly active users, placing it in a tie with WhatsApp as the third most popular social media platform globally, trailing behind Facebook and YouTube in overall user numbers.
Meta’s continued investment in video content, artificial intelligence-driven discovery tools, and resources for content creators is expected to bolster Instagram’s position in both established and emerging digital markets. The platform’s adaptability to evolving content trends and localized preferences is seen as a key factor in its sustained success.
