Whether you’re planning your next influencer campaign or want to better understand your audience, knowing who’s using Instagram (and how they’re using it) is essential.
Instagram has come a long way since its early days as a photo-sharing app. In 2025, it’s a social platform with serious marketing muscle, especially for UK brands aiming to connect with younger, engaged audiences. Whether you’re planning your next influencer campaign or want to better understand your audience, knowing who’s using Instagram (and how they’re using it) is essential.
Let’s break down the key Instagram demographics and user behaviour in 2025, focusing on what this means for marketers, brands, and creators in the UK.
Let’s start with some practical tips based on 2025’s Instagram demographics and trends:
Instagram is now one of the most-used social media platforms in the world, with over 2 billion monthly active users. That figure alone tells you a lot, but it’s not just about numbers. Instagram continues to drive high engagement, brand awareness, and sales. That makes it a top platform for businesses, especially those targeting Millennials and Gen Z.
In the UK, Instagram remains hugely popular. Roughly 35 million people in the UK use the platform monthly, representing over half of the population. That includes users from all walks of life, with varied interests, buying habits, and content preferences.
Understanding how different age groups use Instagram is one of the first steps to building a smart marketing strategy.
Here’s how things look in 2025:
In other words, Instagram is no longer just for teenagers and students. A good chunk of its users are in their late twenties and early thirties - people with spending power, careers, and a keen interest in brands that reflect their values.
In the UK, these age trends are more or less in line with the global average. So if your ideal customer falls somewhere between 18 and 44, there’s a good chance they’re active on Instagram.
Globally, Instagram’s gender split is close to 50/50. But in the UK, the balance leans slightly more towards women. Around 54.5% of UK Instagram users are female, compared to 45.5% male.
This matters when you’re planning influencer partnerships, choosing content styles, or selecting products to promote. If you’re in fashion, beauty, wellness, or lifestyle, your audience might be predominantly female. But tech, travel, fitness, and finance all see good engagement across genders, so the key is in knowing your niche.
The more you tailor your content to reflect your audience’s preferences and behaviours, the more likely you are to cut through the noise.
Instagram has changed a lot over the past few years. In 2025, it’s not just about photos anymore - video is a key player, and variety is essential. Here’s how different formats are performing right now:
Reels
Instagram Reels (short-form video content) are still one of the most effective formats for reach and engagement. On average, Reels get 1.2% engagement, which might not sound huge but is higher than single-image posts, and significantly more likely to go viral.
People love Reels because they’re quick, entertaining, and easy to digest. From product tutorials and behind-the-scenes clips to influencer collaborations and trend-led content, Reels are where creativity pays off.
Carousel Posts
Carousels (those swipe-through image or video posts) are quietly outperforming most other formats when it comes to engagement. In fact, carousels now average 2.4% engagement, which is higher than both single photos and Reels in some industries.
They’re particularly effective for educational content, storytelling, before-and-after shots, or showcasing multiple products in one go.
Stories
Stories remain an essential day-to-day touchpoint. They’re great for real-time updates, limited-time offers, polls, Q&As, and quick check-ins with your audience. They may not always drive deep engagement, but they’re brilliant for keeping your brand top of mind.
There’s no universal “best time to post” on Instagram, but UK brands typically see strong results when posting midweek, particularly Tuesdays and Wednesdays between 11 am and 2 pm.
That said, it’s worth testing your own audience’s habits. The Instagram algorithm tends to reward content that performs well quickly, so posting when your followers are most active can make a real difference in reach.
Instagram isn’t just for inspiration anymore, it’s a full-blown shopping platform.
With shoppable posts, product tagging, and Instagram Checkout, the platform makes it easy for users to go from scrolling to shopping in seconds. If you’re an e-commerce brand and you’re not using these tools yet, now’s the time.
Many UK brands are seeing success by combining Reels with product tags, allowing users to watch a video, tap to view the product, and purchase, all without leaving the app. It’s frictionless, and that’s what consumers expect in 2025.
Influencer marketing is still growing, and Instagram remains one of the most trusted platforms for these partnerships.
What’s changed in 2025 is how brands are approaching influencer collaborations. It’s no longer about follower count but more about engagement, authenticity, and niche appeal.
Micro-influencers (10k–50k followers)
These creators tend to have higher engagement rates and more loyal audiences. They’re often seen as more relatable and trustworthy, especially within specific communities.
Macro-influencers and celebrities
Still great for building brand awareness, but they tend to come with higher costs and lower engagement per follower.
At Connect Management, we’ve seen brands get the best ROI when they mix influencer tiers, combining wide-reach campaigns with smaller, community-driven partnerships. If you’re looking for an Instagram influencer marketing agency, you know where to find us.
Today’s Instagram users, especially Gen Z and young Millennials, have grown up with social media. They can spot a sales pitch from a mile off. That’s why the most successful brands and influencers focus on being human.
Here’s what audiences want from content in 2025:
If your brand or campaign ticks these boxes, you’re already on the right track.
Instagram isn’t slowing down. It’s evolving, and the brands that are succeeding on the platform in 2025 are the ones that’ve adapted with it. They’re creating content that connects, working with influencers who bring real value, and putting the user experience front and centre.
At Connect Management, we help brands stay ahead. Whether you need help choosing the right influencers, planning a campaign, or building a long-term content strategy, our team is here to make your Instagram marketing work smarter.
Ready to connect with your audience on Instagram in a more meaningful way?
Get in touch with us today to see how we can support your next move.
From managing talent and crafting game-changing creator strategies to producing scroll-stopping content, we offer end-to-end influencer marketing services UK brands trust.
