Instagram is currently one of the most popular social media platforms. Users can take, edit, and share photos or videos, and comment on them. Instagram has a billion users around the world every month, with over 80% of these users being from outside of the US.

Who is on Instagram?

According to various research, Instagram sits among the top 6 biggest social networks:


Users by devices

Instagram is almost mobile only. There is a web app, but you cannot upload photos on it. You can only do that on your mobile.

Who are the users?

In 2018, men and women appeared to use Instagram at comparable rates, with women making up only 2% more users in total. The largest age groups of users are between 18 and 34 years old.

What do people share on Instagram?

The most popular topics on Instagram include food, sports, fashion and beauty, traveling, and architecture. Because of the nature of this platform, you can create an account and attract thousands of followers even if you’re just starting. However this is more difficult now that Instagram has switched to using an algorithm.

Start analyzing your Instagram performance

Most popular accounts on Instagram

Many celebrities find Instagram to be the perfect platform to gather their fans and build a community. Right after the biggest account, which is Instagram itself, we can see the accounts of artists or celebrities such as Selena Gomez, Taylor Swift, and Ariana Grande.

For brands, it’s hard to beat celebrities. But they are also creating high-quality content that engages millions of fans.

Some of the biggest profiles include:

Nike: 88m
National Geographic: 110m
Victoria’s Secret: 66m
9gag: 50m
Nike Football: 38m


Instagram can be a great place to demonstrate your brand’s character and tell your story. But first make sure that your audience is on Instagram and you’re ready to produce high quality, visual content.

Read more
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  2. How do I create an Instagram account?
  3. Should I advertise on Instagram?