Today, Instagram is undoubtedly one of the most used social networks worldwide. It is the one that has grown the most in recent years. Brands and users publish millions of posts every day. If we also mention the stories, about 500 million daily active users can be added to the list. Instagram statistics give us the opportunity to learn more about the type of people that use this app.

In this type of marketing, we should focus on knowing which types of users are more active in social networks. Whether they are men or women, “Generation Z,” or millennials.

Men vs women

The "competition" is quite close since according to our statistical study, women publish around 6.4% more than men. It seems that the female gender is more active on Instagram according to our statistics, although closely followed by men. As for influencers, there is evidence that there are more women in the industry. It should be noted that, the account registration format on Instagram gives four options when it comes to gender: female, male, custom, and prefer not to say, so it is difficult to analyze the accounts of people who choose the custom or prefer not to say settings.

Other social networks such as Tinder offer the registration possibility of choosing from more than 37 gender options. This information regarding registration options is very important today for companies who need to lead the future of technology.

Gender distribution with Instagram statistics

Posts on Instagram in terms of age

With this type of statistics from Instagram, the clear winners are between 25-35 years old with almost 60% of global publications occurring in this age range. They are followed closely with more than 25% of publications by individuals between 35-45 years. These indices, which were gathered with the help of Heepsy, are updated every week so they are subject to change.  

If you look at the graph, you can see that most of these people belong to the generation called “Millennials". Born between 1981 and 1996, are people who have grown up while new technologies were developing. Smartphones and social networks are a part of their lives, and this is a very important aspect to note when developing an influencer marketing campaign. If your target audience falls this age range, you should opt for the use of social networks as a way to advertise your business.

Age chart with Instagram statistics

However, you should not lose sight of  “Generation Z,” who are younger than millennials and have used social networks since very early ages. Their needs revolve around new technologies and they have a lot of power in the market.

This demographic data is very important for the type of content you should generate as a brand on social networks. The age group between 18 and 45 years is the one that is more active on Instagram.


The growth that social networks have experienced in recent years and how they are transforming the world as we know it is impressive. In the business framework, for example, more and more companies are advertising on Instagram. They rely on influencers to promote and advertise their products and services with sometimes incredible results.

However, in this field, you have to make sure you organize everything correctly and carefully choose what influencers are going to represent your brand. Since many of them buy likes or followers, you can fall prey to hiring someone who really does not have any influence.There are different companies such as our influencer marketing platform that are responsible for filtering these types of influencers and returning those of quality, who can provide commercial value to your company.

The world is changing and we have to change with it.

As Charles Darwin said:

The species that survive are not the strongest, nor the fastest, nor the most intelligent; but those that adapt better to change.

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