Instagram Trends to Watch in 2025
Instagram continues to evolve rapidly, and 2025 is no exception. One key trend we expect is the deeper integration of AI tools into content discovery. Instagram’s algorithm is becoming more sophisticated at suggesting hyper-personalised content to users based on behaviour, interests, and emerging trends.
Brands that lean into AI-driven content personalisation, such as smart scheduling, automated replies, and virtual try-ons for e-commerce, will likely outperform those sticking to traditional posting strategies.
Another rising trend is the continued dominance of video content, particularly Reels and Stories, as short-form video remains the primary way users engage with the platform. Static posts are still valuable, but video is driving discoverability like never before.
Instagram User Statistics
2 billion monthly active users as of 2024. (Statista, 2024: Most popular...)
The top country for Instagram users is India, with 360 million users, followed by the United States (169 million) and Brazil (134 million). (Statista, 2024: Leading countries...)
Instagram’s user base is massive, appealing especially to younger audiences. Over 31% of users fall between the ages of 18 and 24, while 30.6% are between 25 and 34. These numbers highlight Instagram's reach among Millennials and Gen Z, making it a strong platform for brands targeting a younger audience. (Statista, 2024: Distribution of...)
Instagram Usage Demographics
As of January 2025, usage patterns show notable differences across countries, genders, and age groups.
United States
In the U.S., most Instagram users are between 25 and 34 years old, making up 28.3% of the platform.
Right behind them are 18 to 24-year-olds, at 26.5%.
When it comes to gender, Instagram is slightly more popular with women (55.4%) than men.
United Kingdom
Over in the UK, the biggest group is also women aged 25 to 34 — they make up 15.6% of all users.
Men in that same age range come in at 14.1%.
Overall, 55% of Instagram users in the UK are women, so it’s a slightly female-led audience here too.
Germany
Germany follows a similar pattern — 25 to 34-year-olds are the largest group, with a small majority of users being women. If you’re targeting young adults in Europe, Instagram is still a smart bet.
India
Things look a little different in India. There, Instagram is used mostly by men — around 70.8% of users are male.
Thisgender gap is influenced by broader internet access trends in the region, but it’s definitely something to keep in mind if you're building a local campaign.
Global Overview
Around the world, young people dominate Instagram. Almost one in three users is between 18 and 25 years old.
That makes Instagram one of the best platforms if you're trying to reach Gen Z or younger millennials.
Instagram Reels Statistics
Reels, with an engagement rate of 6.92% in 2024, saw a significant increase from 4.5% in 2023. (Statista, 2023-2024: Average engagement...)
Reels reached more users than any other content type, even as the platform's overall reach declined.
Reels continue to be a top choice for Instagram users and marketers alike, with the format seeing an increase in engagement rates over the past year. For brands and creators looking to boost visibility, Reels are proving to be highly effective, especially with their reach surpassing other formats.
Instagram Stories Statistics
Instagram has 500 million daily active Stories users as of 2019 (Statista, 2016-2019: Number of...).
Stories’ format is ideal for quick, engaging updates.
Stories remain a popular feature, competing directly with Snapchat’s disappearing content. This feature gives brands a more casual, immediate way to engage users, as it allows content to be shared with a “live” feel that users find compelling.
Instagram Photo Post Statistics
As of February 2024, photo posts generate the highest follower engagement at 2.69%, followed by video posts at 2.21%, and carousel posts at 1.16%. (Statista, 2024: Average Instagram...)
Engagement metrics show an average of 15.66 comments, 513.37 likes, and 19.79 saves per post. (Statista, 2023-2024: Average engagement...)
Despite the rise of video formats like Reels, image posts still drive the highest engagement, making them a powerful tool for content creators and marketers.
Instagram Carousel Statistics
Carousels achieved the second-highest reach on Instagram in 2024, with 7.8 users per post, behind only Reels. (Statista, 2023-2024: Average user...)
Carousel posts generated a 1.16% engagement rate, lower than photo posts (2.69%) and video posts (2.21%). (Statista, 2024: Average Instagram...)
Engagement rates for carousels slightly decreased from 10.59% in 2023 to 10.15% in 2024, but they still outperformed other post types (Statista, 2023-2024: Average engagement...). Interestingly, carousel posts containing videos received the highest median number of comments (26.07) compared to other types as of July 2020. (Statista, 2020: Median number of...)
Post Engagement by Format
Reels maintained the highest engagement despite declining reach overall.
Engagement for Carousels and Single Images declined between 2023 and 2024. (Statista, 2023-2024: Average user...)
For 2024, engagement with Reels outperformed single images and carousel posts. This shift suggests users are more inclined to engage with video content than static images, an insight marketers can leverage for greater user interaction.
Preferred Content Types on Instagram
50% of weekly users want to see funny content, while 46% prefer creative content. (Statista, 2023: Preferred types...)
Humour and creativity are highly valued by Instagram users. Brands aiming to connect effectively should use these content types to appeal to user preferences and maximise engagement.
Instagram for Marketers
79% of global marketers use Instagram for advertising (Statista, 2024: Leading social...).
Ranked as the second most popular platform for advertising, just after Facebook. (Statista, 2024: Most important...)
Instagram remains a go-to platform for marketers. Compared to LinkedIn, YouTube, and TikTok, Instagram offers high engagement, making it a prime choice for brand visibility and customer interaction.
Instagram for Influencers
Influencers with smaller followings see higher engagement rates, while larger influencers (1M+ followers) generally have lower engagement. (Statista, 2022-2023: Engagement rates...)
Fraudulent influencers make up a significant portion, with 22% of influencers having fake followers. (Statista, 2022-2023: Share of...)
Micro and nano-influencers often get higher engagement than bigger accounts, making them great for brand partnerships. However, the rise of fake accounts is a concern, so marketers need to carefully check influencers for authenticity.
Instagram in B2C and B2B Marketing
Instagram is the most used platform for B2C marketing alongside Facebook and TikTok, while B2B marketers focus more on LinkedIn.
90% of B2C marketers list Instagram as a top platform for reaching consumers, with 68% of B2B marketers using it for brand-building purposes. (Statista, 2024: Most used...)
Instagram works well for both B2C and B2B, though it’s especially strong for consumer-focused brands. This difference helps brands tailor their strategies to connect better with their audience on Instagram.
Instagram Facts
Let’s take a break from the heavy stats and dig into some fun and surprising facts about Instagram.
1. The first photo on Instagram was of a dog
Back in 2010, the co-founder Kevin Systrom posted a picture of a stray dog with someone’s foot in it. Who knew that would turn into a platform with over 2 billion users?
2. Instagram Reels now drive more engagement than Stories
As of 2025, Reels are getting 30% more reach on average than Stories, making them the go-to format for creators and brands trying to grow fast.
3. #Love is still the most-used hashtag
Even after all these years, #love remains the top hashtag on Instagram. Right behind it? #instagood and #fashion.
4. Most Instagram users follow at least one business
Over 90% of users follow at least one brand or business. So yes, people are totally fine with being marketed to, as long as the content is good.
5. Instagram is one of the most downloaded apps of all time
Instagram consistently ranks in the top 5 most downloaded apps worldwide, year after year. Even after 15 years, it’s not slowing down.
Our Expert Opinion: What’s Actually Working on Instagram Right Now
Working with businesses and content creators across different industries, we’ve noticed a clear pattern: authenticity wins.
While polished, professional content still has its place, posts that feel more raw, behind-the-scenes, or humorous often achieve better engagement rates. Especially in a world where consumers crave transparency, showing the "real side" of your brand resonates more deeply than curated perfection.
In 2025, businesses should prioritise a balanced content strategy that mixes professional branding with authentic, relatable content. Don't be afraid to share the process, the mistakes, or the moments of spontaneity — that’s what keeps your audience connected.
How You Can Use These Instagram Statistics to Grow Your Brand
Statistics alone aren’t enough — it's how you apply them that makes the difference.
Target the 18–34 age group: This demographic remains the most active on Instagram. Focus your marketing messages, product offerings, and content style around what appeals to this group.
Prioritise Reels and Stories: With engagement rates higher on short-form video, allocate a larger share of your content production to dynamic, fast-paced videos.
Mix video and static posts: Although video dominates reach, traditional photo posts still build loyalty and trust. Use a hybrid strategy.
Leverage AI tools: Experiment with AI-generated captions, hashtag suggestions, and even video editing to streamline your content production without sacrificing quality.
Instagram remains a key platform for users and marketers, providing great opportunities with Reels, Stories, and influencer partnerships. The 2024 statistics show Instagram's success in connecting with a young, global audience that enjoys funny and creative content. By keeping up with these trends, brands can adjust their strategies to meet the latest preferences and insights for a successful year.
Instagram is a powerful platform for brands, but if you're looking to boost your e-commerce store, you might want to explore Shopify's potential. Check out the latest Shopify statistics to see how it can drive your online success.
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