The Most Valuable Instagram Statistics for 2026

Instagram demographics in the UK and worldwide in 2026 (viewers, gender, and age)

The majority of Instagram's UK monthly users are between 18 and 44 years old, with a fairly even distribution within that age group. 24.5% are 18-24, 29.7% are 25-34, and 20.2% are in the 35-44 age group. This presents brands with a fantastic opportunity to reach Gen Z and Millennial audiences.

The final 25% of the app's users are in more mature age groups, with 12.7% aged 45-54, 8.4% aged 55-64, and 4.6% aged 65+. The UK audience is evenly spread by gender, with 55% female and 45% male users.

Globally, Instagram demographics look similar, with over 60% of users sitting in the 18-35 age bracket.

Although Gen Z and Millennials consequently make up the majority of users, Instagram is one of the preferred apps for teens in the United States. However, YouTube is by far the most popular platform for Generation Alpha.

In terms of location, Push Group found that Instagram is most popular in London. Over half of the capital's population uses the app at least once a month. It's also popular in Northern Ireland and the East Midlands. On the other hand, only around a third of those in the Northeast and Wales use the app monthly.

Worldwide, India has the most Instagram users, at 358.55 million, followed by the US, Brazil, and Indonesia. The UK has the ninth-highest Instagram population.

How and why users engage with Instagram in 2026

The average person spends 2 hours and 23 minutes on social media sites every day. The average Instagram user spends about 29.7 minutes per day — about 3 and 3/4 hours per week — on the app, which is lower than on YouTube, X, and TikTok.

When on the app, Instagram users are most interested in entertainment and connection. 86% use the app because it is entertaining, 83% to keep up with friends and family, and 73% to bond with people who share their interests. Updates, such as Stories for "close friends" and DM locations, show that Instagram values its interactive, community-building elements. 

Only 26% of Instagram users visit the platform seeking political content, and a mere 33% use it for news. X is the most popular platform for news and politics, and even TikTok beats Instagram.

Importantly for brands, 44% of people use the platform to check product reviews and recommendations.

Content and engagement stats for Instagram 

RivallQ found the median engagement rate on Instagram to be 0.48% per post across all industries in 2024. However, for the top 25% of brands, the median is 1.02%. And that's what brands should aim for. 

Engagement rates for Instagram vary significantly by industry. Higher Education has the highest engagement rate, with a median of 2.43%. Sports teams also enjoy strong engagement, with a median engagement rate of 1.57%. Non-profits struggle, with only a 0.62% engagement rate.

However, brands that are failing to connect with their audiences can benefit by posting Reels, which tend to have slightly higher engagement rates overall, with Social Insider reporting an average of 1.43%. Reels also have the highest number of saves of any Instagram content format. Saves are important because they signal to the algorithm that the content is highly valuable to the audience. Reels also gain the most reach and impressions, with a 33.83% impression rate, 2x more than any other format.

Although Instagram Reels are highly engaging, brands shouldn't overlook Stories. Smaller brands have the most reach on Stories. Those with under 10,000 followers can expect 6.5% of their audience to watch their Stories, while brands with 50,000+ followers can expect just over 1% of their audience to check in.

Businesses shouldn't expect high engagement on Stories. The median number of replies per 1,000 Story impressions is only 0.27. For the top 25% of performers, the average sits at 0.81. These numbers have all lowered since 2022.

Stories, however, remain a lucrative business for Instagram, as the app generates $20 billion in ad revenue from the format.

Instagram influencer marketing stats

Here are a few Instagram statistics about brands' perceptions of Instagram:

• 19% of businesses think Instagram is the platform with the best tools for targeting audiences.
• B2B and B2C brands are most likely to be active on Facebook. Instagram is second for B2B and third for B2C.
• Brands rank Instagram as the third-best platform for ROI. YouTube is rated the best way to make the most of your investment by 25% of brands. Facebook is a close second, rated top by 23% of brands. Instagram comes in third with 22%.
• According to Kolsquare's State of Influencer Marketing in Europe 2025, Instagram is used by 93% of European marketers for influencer campaigns, up from 89% in 2024, making it the most-used platform across every market surveyed.
• 72% of brands plan to increase their influencer marketing budgets in 2026, with paid media amplification on platforms like Instagram cited as the top investment priority.
• Content co-creation (64%) and sponsored posts (61%) are the most popular influencer activation formats, reflecting a growing preference for authentic, native content over traditional advertising.
• Engagement rate and reach remain the top KPIs used by European marketers to measure Instagram campaign performance, cited by 70% and 57% of marketers respectively.

Best time to post on Instagram

There is no single best time that works for every account. The right posting time depends on your specific audience and when they are most active. The general consensus from multiple studies points to weekday mornings, particularly Tuesday to Thursday between 9 am and 11 am, as consistently strong windows for engagement.

However, the most reliable way to find your optimal posting time is to use Instagram Insights. Under the Audience tab, you can see exactly when your followers are most active by day and hour. Posting during those windows gives your content the best chance of appearing at the top of feeds before engagement drops off.

As a general rule, consistency matters more than finding a perfect time. Posting regularly at times when your audience is active signals to the algorithm that your account is worth distributing.

Instagram new updates

Instagram regularly updates its features and algorithm. The most significant recent changes include the introduction of Trial Reels, which allow creators to test content with non-followers before publishing to their main profile, and a shift towards views as the primary metric for assessing content performance across all formats.

Adam Mosseri, Instagram's head, shares updates directly on his own Instagram account as they roll out. Following him is the most reliable way to stay current with changes as they happen. For a full breakdown of how the algorithm works in 2026, read our Instagram algorithm guide on the Kolsquare blog.

Popular content in 2026

The top 5 most popular hashtags on Instagram are:

1. #love (2.1 billion posts)
2. #instagood (1.7 billion posts)
3. #fashion (1.1 billion posts)
4. #instagram (1.1 billion posts)
5. #photooftheday (1 billion posts)

How to see someone's Instagram analytics?

The most important data for influencer marketing is influencer data. These metrics tell you how connected an influencer is with their target market, whether their audience matches your niche, how credible their audience is, and more.

You can gain these insights on the Kolsquare platform. Kolsquare stores complex data about every UK influencer with over 5,000 followers. Its advanced search capabilities can turn the laborious task of finding influencers into a quick one. With a few clicks, discover which influencers are capable of driving a successful campaign.

Book in for a free demo today.

FAQ

How do I find Instagram statistics?

Here at Kolsquare, we constantly post reports and articles with the most recent data and trends. Whether you're looking for follower growth, engagement rates, or audience demographics, Kolsquare has the information you need.

Stay ahead of the curve with our comprehensive and regularly updated insights by following our blog.

Meaning of the application: What is Instagram?

Instagram is a photo and video-sharing platform owned by Meta. Launched in 2010, it allows people to share visual content through posts, Stories, Reels and Live video. What began as a simple photo-sharing app has become one of the most widely used social platforms in the world, with over 3 billion monthly active users. Today, it is used by individuals, creators, and brands to connect with close friends or the public, and is the most popular platform for influencer marketing globally, used by 93% of European marketers for influencer campaigns, according to Kolsquare's State of Influencer Marketing in Europe 2025.

Who owns Instagram?

Instagram is owned by Meta Platforms, Inc., the parent company of Facebook, WhatsApp and Threads. Meta acquired Instagram in 2012 for approximately $1 billion. Since then, the platform has grown significantly, expanding from a photo-sharing app into a full content ecosystem used by billions of people worldwide.

How do I get started with Instagram?

Download the Instagram app on iOS or Android, or visit instagram.com, and create a free account. Choose a username, add a profile photo and write a bio that tells people who you are and what you post. You can control who sees your content by keeping your account public or restricting it to close friends or to a private account setting. For brands and creators, switching to a professional account unlocks Instagram Insights, contact buttons and additional tools for managing campaigns.

How can I increase my Instagram followers?

Growing on Instagram comes down to consistency, content quality and genuine engagement.

Here are the key things to focus on:

• Post regularly and use relevant keywords in captions
• Create content people want to save or share via DM; shares are one of the strongest signals the algorithm uses to push content to new audiences
• Use Reels for the best reach to new people, and carousels for saves and repeat impressions
• Engage with people who comment on your posts
• Collaborate with other creators in your niche to build a loyal, growing community

It is worth noting that follower count is becoming less important to brands. Kolsquare's State of Influencer Marketing in Europe 2025 found that content style and engagement rate are now the top criteria when selecting influencers, with follower numbers ranking near the bottom.

Which Instagram account has the most followers?

Instagram itself holds the most-followed account on the platform. Cristiano Ronaldo consistently ranks as the most followed person on Instagram, with over 600 million followers. Among brands, accounts such as Nike and National Geographic are among the most followed globally.

Free Instagram influencer marketing tool to see influencer likes, engagements and followers while browsing the web

Improving views requires optimising for both discovery and retention. You should use relevant keywords in clear video titles, descriptions, and tags to improve visibility in search results, and design YouTube thumbnails that immediately communicate what the video is about. The YouTube algorithm works by tracking satisfaction signals, so focus on holding attention from the first few seconds to avoid early drop-off. Following these steps consistently, responding to comments and promoting content across other platforms all contribute to steady view growth over time.

If you are running influencer campaigns on YouTube, tracking performance manually across multiple creators and platforms quickly becomes difficult. Kolsquare gives you a data-driven way to manage this, including influencer discovery and tracking campaign performance. With coverage across YouTube, Instagram, TikTok and more, it gives you a single view of what is working across your entire influencer program, so you can make smarter decisions and prove ROI more easily.