Instagram turns 15 this yr, and its dominance—particularly within the UK—exhibits no indicators of slowing.
With record-high month-to-month utilization, regular progress throughout all age teams, and older customers becoming a member of, Instagram is evolving quick.
Uncover the newest UK person stats, demographic shifts, metrics, and key digital advertising and marketing insights manufacturers must know for the yr forward.
What are the important thing Instagram utilization statistics for the UK?
Let’s begin by understanding the fundamentals.
Right here’s a rundown of native social media statistics.
Month-to-month lively customers
Instagram has roughly 35 million customers within the UK and 2 billion globally, as of 2025. That’s virtually 60% of the inhabitants over the age of 13. That makes the UK one of many high international locations for Instagram use per capita.
Yr-over-year progress within the UK has slowed—final yr’s was 2.7% whereas it was 10% globally. This isn’t a trigger for concern—Instagram is probably going reaching a saturation level within the UK. As you’ll see beneath, the app could be very common.
How a lot time do UK customers spend on Instagram?
Individuals within the UK use Instagram considerably greater than the worldwide common. UK customers spend a median of 53 minutes per day—or six hours every week—on the platform. In comparison with the worldwide common of 29 minutes per day—or simply over three hours every week—it’s clear that the UK loves Instagram.
How many individuals have downloaded Instagram globally?
Instagram is the main social media community when it comes to downloads, with 3.8 billion downloads globally as of early 2025.
The precise variety of downloads in the UK isn’t publicly obtainable. Nevertheless, given its wholesome lively person depend and excessive time spent on the app, it’s doubtless that app obtain numbers are additionally excessive.
How typically do UK customers publish on Instagram?
Roughly 95 million posts are uploaded to Instagram every day, worldwide. Whereas Meta doesn’t publish country-specific information on posting, based mostly on their excessive engagement on the platform, it’s doubtless that UK customers contribute greater than their fair proportion.
Who makes use of Instagram within the UK? 2025 demographics
Gender distribution
Globally, Instagram has a roughly equal cut up between female and male customers, round 50.6% male and 49.4% feminine. However within the UK, it skews feminine.
As of January 2025, 55% of UK Instagram customers are feminine and 45% of customers are male.
Age teams
The majority of UK Instagram customers are Gen Z and Millennials, however Gen Xers and Boomers are nonetheless lively on the platform.
Right here’s a breakdown:
- 18–24 years: 31.8%
- 25–34 years: 30.4%
- 35–44 years: 16.1%
- 45–54 years: 9.5%
- 55–64 years: 6.3%
- 65+ years: 5.9%
Apparently, older cohorts within the UK are barely increased than the worldwide common. The over-65 demographic within the UK is sort of double the worldwide common of two.6%, and a 3rd increased than the worldwide common within the 55–64 age group.
Regional penetration
Instagram is used extensively throughout main UK cities, however there may be some regional variation each within the measurement of the person base and frequency of use.
Londoners use Instagram excess of every other metropolis—greater than half use Instagram as soon as monthly. After that, the best proportion of Instagram customers will be present in different main cities like Manchester, Leeds, Edinburgh and Glasgow, or scholar cities like Cambridge.
Utilization is lowest within the North East at 29.6% and throughout Wales at 30.9%, the place the median age is barely increased than that of the remainder of the UK.
Briefly, Instagram use is increased the place the typical age is youthful.
6 important Instagram advertising and marketing statistics for UK manufacturers
Now that the fundamentals are lined, check out the important thing stats behind the social community.
1. Common Instagram publish varieties
Try a quick rundown of the several types of Instagram posts:
- Instagram Reels are short-form, vertical movies designed to entertain or inform rapidly. Instagram Reels typically attain a large viewers as a consequence of Instagram’s algorithm favouring them over different posts.
- Carousels are multi-image or video posts that customers swipe by way of. Nice for storytelling, tutorials or sharing detailed data in a visually participating method.
- Instagram tales are content material that disappears after 24 hours. Ideally suited for behind-the-scenes, fast updates, polls and informal engagement. Use these to have interaction your current viewers, to not attain new individuals.
- Static pictures are single-photo posts that seem in your principal feed. They’re greatest for placing visuals, bulletins or clear branded posts.
Right here’s an instance of a static Instagram publish:
Supply: Instagram
2. Main creators on Instagram UK
Trying to launch an influencer advertising and marketing marketing campaign that will help you attain your audience? Listed below are among the main UK Instagram influencers that will help you get began.
Molly-Mae Hague (@mollymae)
Supply: Instagram
- Followers: 8.5M
- Area of interest: Vogue, magnificence & make-up, way of life
Molly-Mae has one of many highest Instagram follower counts within the UK. She’s identified for her stylish, but down-to-earth and relatable fashion. Collaborate along with her in your subsequent trend, magnificence or wellness marketing campaign.
Bea Elton (@cleanwithbeax)
- Followers: 1.2M
- Area of interest: Residence cleansing, DIY
For those who love an excellent before-and-after, give Bea a observe. Her group visits the UK’s messiest flats and offers them some much-needed TLC. Nice for cleansing merchandise and DIY model collabs.
Sam Thompson (@samthompsonuk)
- Followers: 2.7M
- Area of interest: Life-style
Sam is a British TV and radio persona making comedic way of life content material. He’s been identified to work with way of life and trend manufacturers.
Paris Fury (@parisfury1)
- Followers: 1.8M
- Area of interest: Household, trend, house & way of life
Paris is greatest identified for being married to former heavyweight champion boxer Tyson Fury. She turned a star in her personal proper on the Netflix actuality present At Residence with the Furys. Faucet Paris for trend and jewelry model collaborations.
Oli Brooks (@olibrooks.health)
- Followers: 89K
- Area of interest: Health, motivation, household
Oli is a private coach and health guru who promotes physique positivity and real looking aim setting. Since changing into a father, he’s pivoted to parenting content material and easy methods to keep match as a mum or dad. Well being and wellness or complement manufacturers will doubtless match Oli’s content material.
3. Common hashtags on UK Instagram
Whereas we advocate primarily selecting hashtags that greatest describe your area of interest, hopping on a preferred Instagram hashtag with excessive search quantity can be worthwhile. Like getting into a lottery, you’ve acquired to be in it to win it.
Listed below are some incessantly used hashtags within the UK, in keeping with Tags Finder.
- #london
- #journey
- #uk
- #love
- #pictures
- #instagood
- #england
- #photooftheday
- #artwork
- #unitedkingdom
- #picoftheday
4. Engagement charges for Instagram posts
Now check out common engagement charges we collected from Sprout Social Influencer Advertising and marketing.
Engagement charges are calculated by:
Engagement charge = (Complete engagements ÷ Complete attain or followers) × 100
Engagements embody likes, feedback, shares and saves. The typical engagement charge throughout all content material varieties is 1.8%.
Carousel posts
Supply: Instagram
Common engagement charge: 1.7%
Nice for sharing a number of associated pictures, storytelling, tutorials or showcasing merchandise. Engagement charges aren’t the best, however having customers swipe by way of the content material will increase time spent on the publish, enhancing discoverability.
Instagram Reels
Supply: Instagram
Common engagement charge: 2.08%
Quick, participating movies that seize consideration rapidly. Use these to draw new followers and to maintain your viewers engaged.
Instagram Tales
Supply: Instagram
Common engagement charge: 5-10%
Whereas engagement charges are usually excessive, tales final solely 24 hours and are shared solely along with your followers. Use tales to maintain your person base engaged and updated.
5. Common model classes
Instagram is all about creating wealthy, aspirational video content material—extra so than every other social media platform. For those who’re promoting merchandise with visible attraction or are related to an aspirational aesthetic, you’ll discover a pure house on Instagram.
Listed below are some classes that shine on the platform:
Vogue & attire
Owing to its extremely visible format, trend has all the time been common on Instagram. From streetwear to luxurious campaigns, individuals use Instagram to get impressed and curate their appears.
Listed below are some stats:
- 55% of Gen Z and Millennial Instagram customers say their trend purchases have been impressed by Instagram.
- Vogue manufacturers see a median 1.65% engagement charge on Instagram in comparison with 0.58% on Fb.
- Instagram Tales account for 25% of trend marketing campaign impressions.
Magnificence & skincare
Magnificence and skincare manufacturers dominate Instagram because of the platform’s concentrate on product visuals, tutorials and influencer evaluations.
Listed below are some stats:
Well being & wellness
The aesthetic of well being and wellness is central to efficient advertising and marketing within the house. A inexperienced smoothie in a mason jar. Smooth, well-fitted lively put on. A warrior pose within the sunshine. These aesthetics are excellent for Instagram.
Listed below are some stats:
6. Instagram advert attain
From early 2024 to early 2025, Instagram noticed a 1% improve in potential advert attain within the UK. That’s 300,000 customers. It might appear modest, however remember that Instagram launched 15 years in the past. It’s effectively previous the explosive progress stage we’re seeing in TikTok. At this stage, a 1% improve is significant.
Right here’s a fast breakdown of advert efficiency per format:
Instagram Carousel adverts
- CTR: 0.8–1.2%
- CPC: $0.70–$1.00
- CPM: $5–$7
- Conversion charge: 1–1.5%
- Engagement charge: 0.91%
Instagram Reels adverts
- CTR: ~1.5%
- CPC: $0.60–$0.90
- CPM: $6–$8
- Conversion charge: 1.2–1.6%
- Engagement charge: 1.48%
Instagram Static Picture adverts
- CTR: 0.5–0.8%
- CPC: $0.80–$1.10
- CPM: $4–$6
- Conversion charge: 0.8–1.2%
- Engagement charge: 0.69%
Instagram Tales adverts
- CTR: 0.3–0.6%
- CPC: $0.90–$1.20
- CPM: $5–$7
- Conversion charge: 0.7–1.0%
- Engagement charge: 0.40%
How typically do you have to publish on Instagram within the UK?
Typical knowledge says that 3–5 occasions per week and sharing a every day story is the minimal you must publish. This lets you:
- Stay high of thoughts in your current buyer base
- Attain a wider viewers
- Experiment and modify based mostly on viewers response
However are you able to overdo it?
The reply is sophisticated however briefly, sure.
Overposting is an neglected however necessary situation that must be thought of.
Overposting can result in:
- Unfollows and mutes
- Diminished engagement
- Model injury and a lack of belief
- Much less impressed content material
However the place do you draw the road? That is the place it will get difficult—it is determined by your viewers.
Our take?
Experiment. Strive upping your posts. For those who’re met with an icy reception, you is likely to be overdoing it. In case your engagement remains to be going sturdy, preserve cracking.
When is the very best time to publish on Instagram UK?
For those who can solely handle the naked minimal for an efficient Instagram technique, it pays to get your timing down.
In truth, a handful of well-timed posts will be higher than common posting throughout off-peak occasions.
Right here’s a fast breakdown of the very best occasions to publish per trade:
- Retail & e-commerce: Tuesdays and Thursdays at 12 PM
- Meals & beverage: Saturdays at 11 AM
- Well being & health: Round 6 AM
Keep in mind that these occasions aren’t ironclad, and there could also be slight variations relying in your particular viewers. We advocate you attempt Sprout’s ViralPost®. It algorithmically determines your greatest time to publish based mostly by yourself information.
Social media advertising and marketing guided by perception—with Sprout Social
Instagram within the UK is a distinct animal. It has one of many highest penetration charges per capita, and customers are on the platform for longer monthly than anybody else on the earth. Briefly, Brits love Instagram and good entrepreneurs ought to take be aware.
However realizing tendencies is half the battle. The subsequent step is to take motion.
That’s the place Sprout Social is available in. With highly effective analytics, content material scheduling and efficiency insights tailor-made to your viewers, Sprout makes it straightforward to behave on the tendencies explored right here.
Strive Sprout Social at present and switch your Instagram insights into actual enterprise outcomes.
