Share of Instagram users in India 2018-2025, by gender

Instagram was one of the leading social networks in India, with a far higher male user share compared to female users in January 2024. Out of the total users, the social networking site reported an advertising reach of around 67.2 percent among male users and 32.8 percent among female users.

Instagram’s market position

Instagram's market share in India's social media landscape has been on the rise, reaching nearly 35 percent in 2024. This growth has solidified Instagram's position as the second-most popular social media platform in the country, trailing only Facebook. This growth is accompanied by robust influencer activity on the platform. Fashion and accessories emerged as the most popular product category among Indian Instagram influencers, with approximately two million posts, highlighting Instagram's role as a hub for lifestyle and consumer-oriented content in India.

User demographics

The platform's popularity among younger demographics is evident, with millennials and Gen Z forming the majority of influencer audiences. As of 2023, nearly 38 percent of this audience was aged 26 to 32. Moreover, 51 percent of Instagram's user base falls within the 18 to 24 age group. The number of users on the platform is expected to grow further, potentially reaching nearly 400 million by 2028. Despite the changing user demographics, this trend highlights Instagram's significance in India's digital marketing and influencer collaboration landscape.