Instagram is not just an app anymore. It has transformed everything from a global marketplace to a from small startups to global corporations, everyone’s using Instagram’s immense reach to do community building, product promotion, and storytelling.

Have you ever asked yourself why Instagram’s popularity differs so much from country to country? Why do some nations stand out with strong user adoption rates, while others fall behind?

In this blog, we are going to discuss the global reach of Instagram, the trends it has been spreading in various geographies, and the noteworthy nations dominating the Instagram usage chart. 

Why Instagram’s Popularity Varies by Country

Instagram is used on multiple continents, and millions of users are active across the world, but these also differ based on region. 

The usage of the platform is a big factor in the number of data, which is determined by tech infrastructure, internet access, and smartphone penetration. 

Cultural preferences and trends also play a role in shaping how people interact with Instagram. These differences not only illustrate how adaptable the platform is but also serve as a testament to the different ways in which communities engage on social media.

Factors Influencing Instagram Usage Worldwide

The usage of Instagram in any given country is tied significantly to when people use it. 

• Gained access to affordable internet 
• The extent to which they have smartphone technology 
• Broader digital literacy.

Countries with young populations such as India and Brazil naturally show high engagement on Instagram, as Gen Z and Millennials represent the largest share of its user base. 

The majority of the generation is tech-savvy and spends much of their time on social media, using platforms like Instagram to document their daily lives, build connections with friends, and discover entertainment content. 

Many younger users live their lives through Instagram. Instagram is a powerful tool for self-expression, creativity, and even a potential career inspired by influencer culture and brand partnerships.

Countries where photography, short videos, and the portrayal of life make deep contact with strong traditions of storytelling or art, are more likely to take to Instagram than to text-heavy platforms like Twitter or LinkedIn. Instagram’s emphasis on visual storytelling is more engaging and culturally in tune. 

How Instagram’s Algorithm Adapts to Different Regions

Unlike many of the social networks out there where random content is suggested, Instagram uses an advanced algorithm designed specifically to create accounts according to every user’s own unique experience to adapt to region-based trends and needs. 

Content from your feed is also a carefully curated insight into what is trending in your broader area and applicable to your interests. 

For example, Indian users commonly discover reels featuring Bollywood trends, traditional dance routines, and content in regional languages, offering a culturally relevant experience. 

In Turkey and Brazil, the algorithm favors lifestyle, fashion, and entertainment content, which is also related to the hyper-social nature of these countries.

Why Businesses Should Focus on High-Usage Countries?

To marketers, the numbers tell a powerful story. Countries like the United States, India, and Brazil don’t just have millions of Instagram users, but some of the most active, highly engaged audiences on the platform. 

Users in these countries spend hours a day scrolling, liking, commenting, and sharing in their social environments, making them perfect prospects for high-impact marketing techniques. 

Instagram offers a unique opportunity for brands to connect with their audiences in these regions on a deeper level, due to its diverse user base and ever-expanding features like stories, reels, and shopping. 

Brands can leverage this by: 

• Creating customized approaches that align with local populations  
• Cultural sensitivities 
• Language differences 
• Local trends to achieve extended reach

By utilizing Instagram’s features, from advertising and influencer collaborations to analytics, businesses can generate meaningful interaction, increase brand visibility, and establish lasting customer connections. 

These are fundamental strategies as online markets become more integrated in decisions for purchasing and brand market share.

Global Instagram User Base: Key Trends

Instagram has come a long way since its early days as a photo-sharing app launched in 2010. Since then, it has grown into one of the most powerful mobile-first social media apps, with more than a billion monthly active users around the globe. 

Instagram was meant to be a social network channel limited to sharing filtered photos. With innovations like stories, reels, IGTV, and shopping tools, Instagram has become a hub for creativity, entertainment, and commerce.

Here’s a closer look at the trends and features that have anchored Instagram’s global appeal and shaped how we churn out content online, and how we connect and communicate with one another.

Did you know?

In December 2014, Instagram announced it had reached 300 million monthly active users, overtaking Twitter’s 284 million users at that time. 

The Rise of Mobile-First Social Media Platforms

Mobile phones are the main entryway to the internet, fundamentally changing the way people search for information and communicate with each other. 

With over 90% of Instagram users accessing the app on mobile devices, it’s no surprise the mobile-first platform continues to dominate and reflects an ongoing trend toward more mobile usage. 

Through this mobile reach, businesses have a unique opportunity to connect with clients wherever they may be, at home, commuting, or on the go. 

With mobile-first platforms such as Instagram, businesses can create extremely targeted campaigns that allow them to engage with their audiences in real time and increase their visibility in a rapid digital landscape.

Growth of Instagram in Emerging Markets

In developing markets like India and Indonesia, Instagram user growth is on a rocket trajectory. Declining data costs, stronger internet infrastructure, and access to cheaper smartphones have significantly helped the sector take off which is the case with the platform. 

In these areas, social media quickly turned into one of the primary communication, entertainment, and even business promotion tools, and that’s why it’s becoming more and more common for small businesses and creators to use formats like Instagram to reach even broader audiences. 

As the user base continues to expand, the need for localized content and regional features becomes more pronounced.

Differences in Content Preferences Across Regions

The audience preferences widely vary by geography, so the type of content that resonates best in one region may differ considerably from another. 

• American audiences tend to respond to influencer-led, fast-to-watch short reels, and entertaining content that is engaging first, the same styles of content may not resonate with international audiences. 
• European users favor visual aesthetic posts and high-quality collaborations with premium brands, concentrating on quality rather than quantity.
• The stories that resonate most with South American users are personalized and meaningful and create a more profound connection with users after they have engaged with interactive stories.

Did you know?

The United States has 169 million active Instagram users, making it one of the largest and most valuable to advertisers on the platform.

Top Countries with the Most Instagram Users

The following year, Facebook acquired Instagram for a staggering $1 billion, solidifying its status as one of the biggest social media platforms in the world. 

The countries with the most Instagram users are a mix of population size, internet accessibility, and social media culture. 

Its vast reach and impact can be seen through countries from tech-savvy nations to burgeoning markets. Let’s take a look at who’s leading the charge and shaping the platform’s global community.

1) United States: The Advertising Powerhouse

The United States is one of the top countries using Instagram with approximately 169 million active users representing the crucial role that Instagram plays in connecting people, creating trends, and driving engagement. 

Brands rule on Instagram, employing reels, stories, and influencer partnerships to connect with their niche target audiences creatively and authentically. 

Fitness, fashion, and entertainment are some of the popular categories on Instagram, and these brands have mastered the platform by using its visual nature to display their products and connect with followers on a deeper level.

The US continues to dominate in content types mainly short-form video content:

• YouTube short
• TikTok

Common interests among Instagram users in the USA include:

• Travel (45%)
• Music (44%)
• Food and drinks (43%)
• Fashion (42%)
• Movies (41%) 

Interesting Fact!

Approximately 81% of U.S.-based Instagram users interact with Reels every week, indicating it as one of the foremost means to capture attention and expand reach.

2) India: The Fastest-Growing Instagram Market

According to Instagram, India is the largest customer base, overtaking the United States as a market. The popularity of the platform is a direct result of rising smartphone penetration, cheaper access to the internet, and, of course, the country’s digital-first young generation.

The History of Instagram in Indian Markets

Instagram was launched worldwide in 2010, but it had a real surge in its Indian user base after 2016 when the arrival of Reliance Jio’s cheap mobile data transformed the way social media was consumed. 

Millions of Indians who could not access social platforms began using them due to a drop in the cost of data and that is when Instagram users began to increase exponentially. India has the largest Instagram audience in the world, with over 350 million Instagram users as of 2024.

The number of active users doubled between 2020 and 2023, earning it the title of the fastest-growing Instagram market in the world. In India, almost 70% of the people use Instagram in the age group of 18-34 making it widely adopted amongst the youth.

The Growth of Reels & Short-Form Video Content

The 2020 ban on TikTok in India left a vacuum in the short-video space that Instagram Reels was quick to fill. The format garnered millions of content creators and brands flocking to the platform. India accounts for more than 40% of all Reels consumption in the world.

The algorithm has favored short-form video content, and this has granted higher engagement rates in usage, of subscribers to each platform.

Rising Influencers and Partnerships with Brands

Instagram is the backbone of India’s influencer economy and brands are willing to spend big on digital creators. India’s influencer market is projected to grow to $350 million by 2026 with Instagram’s popularity in the country leading the charge. Over 80% of marketers in the country prefer Instagram for brand promotions, making use of both micro- and macro-influencers.

Influencer-generated campaigns are experiencing the overall highest growth in segments like fashion, beauty, fitness, and tech.

What’s Next?

With the increase of 5G, we will see further growth in video content consumption followed by this trend confirming India as a global hub for Instagram’s growth.

3) Brazil: South America’s Instagram Hub

Instagram has been hugely popular in Brazil since the early days of the platform, but it took off in the mid-2010s, as internet access via mobile devices became more accessible. By 2018, Brazil was among Instagram’s top five global markets; its influence has only become stronger.

A really important moment in time was in 2020, with the COVID pandemic, when Instagram usage crossed the roof because people were going on social media for entertainment, fitness, and shopping. Instagram Shopping and Reels also cemented the platform’s dominance.

Brazil is Instagram’s third biggest market with 120 million users in 2024. It boasts the highest engagement rate in the world, with users spending an average of 14+ hours per week on the platform! It represents a powerful performance in a digital marketing sense, with nearly 90% of Instagram users in Brazil following at least one brand or influencer.

Brazil is a fitness-obsessed nation, and influencers such as Gracyanne Barbosa and Gabriela Pugliesi reign supreme on social media with workout routines, nutrition tips, and wellness trends.

Brazil’s music and entertainment industry is closely intertwined with Instagram, where artists including Brazilian businesses and influencers have figured out how to use all of Instagram’s features to drive engagement and sales:

More than 75% of the businesses on Instagram for Brazil use Shoppable Posts, making e-commerce a seamless process. Live shopping became a massive trend with brands hosting live product showcases and interactive Q&A sessions.

Top celebrities hog the limelight, but micro-influencers (10,000-100,000 followers) are the engine of Brazil’s influencer economy. These influencers have a genuine connection with a niche audience, so brands love using them.

4) Indonesia: A Social Media-First Country

Indonesia’s Instagram journey began in early 2010 but surged into the mainstream in Indonesia as affordable smartphones and 4G technology spread in mid-2010. The arrival of Reliance Jio’s subscription model in India encouraged Indonesian telecom companies to lower the prices of mobile data, bringing millions more online.

As of 2018, it was the second-most used social media platform in Indonesia after YouTube. The COVID-19 pandemic (2020-2021) hastened the transition to digital interaction, resulting in an explosion of video content, e-commerce, and influencer-focused marketing.

As of 2024, over 120 million people actively use Instagram in the archipelago, making up 4th place worldwide. It accounts for 75% of Indonesian internet users, making it one of the most powerful platforms in the country. Instagram has one of the highest engagement rates in the world users in Indonesia spend 17 hours on average a week, for example.

With 90% of Indonesian Instagram users following one or more business accounts, this platform is no doubt a leading digital marketing tool.

Instagram Reels was estimated to grow over 65% in Indonesia after a temporary ban on TikTok in 2020. Reels are one of the most-watched types of content, led by Indonesian creators in comedy, travel , and dance. Indonesians post 50% more Instagram Stories daily than the worldwide average.

With millions of live viewers garnered by popular local figures such as Rachel Vennya and Atta Halilintar during their Instagram Live sessions, the platform proves to be an effective tool to engage with the audience.

By comparison, Indonesia is one of Southeast Asia’s largest e-commerce ecosystems and Instagram has become one of the most influential platforms in driving online shopping trends.85% of Indonesian business accounts on Instagram are utilizing shoppable posts to boost sales.

5) Turkey: The Social Commerce Leader

Turkey is now among Instagram’s biggest markets with a fast-growing user base and one of the highest engagement rates in the world. Given that social media is deeply rooted in Turkish culture, Instagram has cemented its position as one of the leading platforms for not just communication and entertainment, but drive e-commerce as well.

Based on Instagram users, Turkey is 6th in the world in 2024, with more than 60 million active users. Instagram is the most popular social media platform in Turkey and over 70% of Turkey’s internet users are on it. The average Instagram usage time of Turkish users is 14 hours per week, which is above the global average.

85% of Instagram users in Turkey follow at least one business account, emphasizing its powerful aspect in the digital marketing aspect.

Turkey is one of the fastest-growing short-video markets, with Instagram Reels growing 55% since 2021. Interactive elements in Instagram stories are being utilized intensely by Turkish Instagrammers, as stories represent 60% of engagements on Instagram.

Live streaming viewership has increased 40% over the past two years as influencers and brands hold real-time Q&A sessions as well as new product launches.

In 2023 Turkey’s e-commerce market surpassed $50 billion, while Instagram became the most important channel for online shopping. We find that using Instagram as a marketing tool in Turkey seems to be common: over 80% of businesses use this tool as a complement for promotion and customer interaction purposes.

65% of all sales generated from Instagram in Turkey come from shoppable posts  DM-push sale + WhatsApp integration → half of small businesses are managing orders directly.

The Turkish influencer marketing industry is worth over $150 million and employs thousands of creators in beauty, fashion, travel, and tech. Brands also prefer micro-influencers (10K-100K followers) over macro influencers as they create 35% higher engagement. In Turkey, more than 75% of brands work with influencers for awareness and sales.

Other Notable Countries with a Strong Instagram Presence

Some countries gained Instagram pros even after having restrictions and limited access to its assets. Despite having limited access they turned the tables in their local market. Some had full access to Instagram`s assets so they used it to the full extent and drove the best results they could

1. Russia

The local strategies are flourishing, and they have interesting and innovative creative influencer marketing campaigns. This is something that influencers have built on, creating unique cultural insights into their followers.

2. Japan

The influencer space in Japan is known for its minimalistic aesthetics and creative posts. The basic idea is also in good keeping with Japan’s love of precision and design.

3. Mexico

Mexican audiences are some of the most engaged in the world due to a culture of high engagement and influencers, especially in lifestyle categories like fashion, beauty, and travel. This connection is driven in large part through authenticity.

4. UK & Germany:

These two countries are the backbone of luxury influencer marketing, where premium brands work with influencers to highlight exclusivity and quality Both regions take pride in the professionalism of the race and targeted campaigns to reach their sophisticated audiences.

How Businesses Can Leverage These Countries for Instagram Marketing

As a powerful marketing tool, Instagram has successfully expanded its audience and become a platform that businesses must leverage to ensure success in the 21st century. 

Instagram has many options that allow brands to share and express their story creatively and earnestly. With the ability to connect with its audience through a multitude of features and analytics, companies can forge powerful relationships with their target audience, increase brand awareness, and deliver real business success. 

Here’s how to leverage this dynamic platform to take your business to the next level.

Understanding Audience Demographics by Country

Audiences in each of these countries are so unique in terms of their age group distributions preferences and interests that the success of marketing strategies is heavily influenced by each market. 

For example, Indian users are also more inclined to create and interact with Bollywood-based reels rooted in cultural familiarity and their entertainment taste, whereas German users might lean toward aesthetically pleasing, clean-looking carousel posts that resonate with their prioritization of minimalist aesthetics, functionality, and quality. 

This allows marketers to tailor their campaigns toward specific and localized audiences, which creates a relationship that over time fosters more engagement and longer tenure with the brand. To take a step out of global noise, personalization is the answer.

Best Content Strategies for Different Regions

• Incorporating regional hashtags can significantly increase the visibility of your content across targeted geography. Integrating local hashtags, for example, allows brands to resonate with users across a specific country or city.
• Reels: These short-form videos continue to be loved across the world. Markets such as Brazil and India exhibit exceptionally high engagement. They are lively and captivating, making a great tool to grab attention and spur engagement.
• Interactive Stories: Polls, quizzes, and sliders are excellent in audience-targeted markets like Turkey. This engaging content encourages interaction, encourages relatability, and increases the rate of engagement.

Automate Your Instagram Marketing

Growing your presence on Instagram requires the right mix of creativity, engagement, and data-driven decisions. 

Websites like Grum make this easier with a suite of powerful tools, including a caption generator to craft engaging posts, a hashtag generator to boost discoverability, and a bio generator to create a compelling profile. 

For deeper insights, analytics tools like an engagement rate calculator and reach calculator help track performance and refine your strategy. 

With Grum, businesses from all countries can automate key aspects of their Instagram marketing, saving time while maximizing reach and impact.

Influencer Marketing & Localized Strategies

Leveraging the reach of local micro-influencers can lead to more relatable and engaging  content, as they have built trust with their followers and often have a debt of engagement with the community. 

These influencers have an in-depth understanding of their audience’s penchant, so any recommendations they make feel more authentic. 

Localized campaigns, cultural appropriations, and content styles are much more successful in diverse markets like Indonesia and Russia, where one-size-fits-all approaches often fail to land. This localized strategy allows brands to connect on a deeper level and achieve even greater results.

Conclusion

Instagram keeps changing the way people connect and consume content worldwide, which is why it is an essential business platform for businesses of all sizes. 

It is a fantastic platform to market, connecting customers with over a billion active users. The golden trifecta when it comes to Instagram usage is the good ole U.S., India, and Brazil with millions of highly active and engaged users. These markets are a goldmine for companies looking to grow and expand.

By understanding your audiences’ needs and adopting data-driven strategies, you can harness the power of these global markets. Instagram is not only about sharing beautiful pictures, it is also a strong medium to create relations, ensure engagement with your brand, and boost sales.

However, do you want to keep in front of the pack? Setting up Grum to automate your strategy, can help optimize every post. Then, it is time to up your Instagram game!

FAQs

Instagram continues to be one of the most popular social media platforms worldwide, with millions of users logging in daily to share photos, videos, and stories. Its global appeal makes it a fascinating space to explore trends, cultural influences, and user behavior across different countries.

Which country has the most users on Instagram

The countries with the most Instagram users are the United States in 1st place, India in 2nd place, and Brazil in 3rd place. Combined, they represent hundreds of millions of active Instagram accounts, and make up a huge share of Instagram’s global user base.

Why are these Countries topping the list of Instagram Users?

These countries account for a large part of the usage due to their high populations, broad access to the Internet, and high penetration of smartphones. Cultural trends, as well as the appeal of visual social media platforms, have fueled Instagram’s growth in these regions.

How do businesses use Instagram in these markets?

In these markets, businesses leverage Instagram to engage younger, more active audiences. Instagram is the perfect platform for brands to gain more visibility, connect with customers, and increase sales in these markets through influencer marketing or targeted ads.

What content works best in these countries?

Visual storytelling is key. In the U.S., India, and Brazil, users engage most with content in the none more authentic, entertaining, and relatable. Short-form videos, creative Reels, and interactive content like polls and Q&A in Stories.

In which countries do you think Instagram use differs culturally?

Absolutely! In India, for instance, Instagram is used to find trends in fashion​,​ lifestyle, and Bollywood culture​,​ among others. And, in Brazil, users are drawn to ultra-vibrant, music-driven and community-led content. This type of content spans a wide variety of niches in the United States going from personal branding to small business promotion.

How do brands reach those targeted markets?

Localized content is necessary for these audiences to hit home. When adapting your content to different cultures, businesses should make use of culturally appropriate visuals, localization, and strategic partnerships with local influencers.

Are you expecting Instagram’s growth to continue in these markets?

Instagram is expected to continue to grow in these markets as more people get online and as Instagram adds more features suited to the preferences of its users.