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 most recent UK person stats, demographic shifts, metrics, and key digital advertising insights manufacturers have to 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 energetic customers
Instagram has roughly 35 million customers within the UK and a couple of billion globally, as of 2025. That’s nearly 60% of the inhabitants over the age of 13. That makes the UK one of many high nations for Instagram use per capita.
12 months-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 may 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 by way of downloads, with 3.8 billion downloads globally as of early 2025.
The precise variety of downloads in the UK isn’t publicly obtainable. Nonetheless, given its wholesome energetic person depend and excessive time spent on the app, it’s probably that app obtain numbers are additionally excessive.
How usually do UK customers submit on Instagram?
Roughly 95 million posts are uploaded to Instagram each day, worldwide. Whereas Meta doesn’t publish country-specific information on posting, based mostly on their excessive engagement on the platform, it’s probably that UK customers contribute greater than their justifiable share.
Who makes use of Instagram within the UK? 2025 demographics
Gender distribution
Globally, Instagram has a roughly equal break 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 energetic 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 larger than the worldwide common. The over-65 demographic within the UK is almost double the worldwide common of two.6%, and a 3rd larger than the worldwide common within the 55–64 age group.
Regional penetration
Instagram is used broadly throughout main UK cities, however there’s some regional variation each within the dimension of the person base and frequency of use.
Londoners use Instagram way over some other metropolis—greater than half use Instagram as soon as per thirty days. After that, the very best share of Instagram customers could be present in different main cities like Manchester, Leeds, Edinburgh and Glasgow, or pupil 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 larger than that of the remainder of the UK.
Briefly, Instagram use is larger the place the typical age is youthful.
6 important Instagram advertising statistics for UK manufacturers
Now that the fundamentals are coated, check out the important thing stats behind the social community.
1. Widespread Instagram submit sorts
Try a short rundown of the several types of Instagram posts:
- Instagram Reels are short-form, vertical movies designed to entertain or inform shortly. Instagram Reels usually attain a large viewers as a result of Instagram’s algorithm favouring them over different posts.
- Carousels are multi-image or video posts that customers swipe via. Nice for storytelling, tutorials or sharing detailed data in a visually partaking means.
- Instagram tales are content material that disappears after 24 hours. Ultimate for behind-the-scenes, fast updates, polls and informal engagement. Use these to interact your present viewers, to not attain new folks.
- Static photos 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 submit:
Supply: Instagram
2. Main creators on Instagram UK
Trying to launch an influencer advertising marketing campaign that will help you attain your target market? Listed here are a few of the main UK Instagram influencers that will help you get began.
Molly-Mae Hague (@mollymae)
Supply: Instagram
- Followers: 8.5M
- Area of interest: Trend, magnificence & make-up, way of life
Molly-Mae has one of many highest Instagram follower counts within the UK. She’s recognized for her stylish, but down-to-earth and relatable model. Collaborate together with her in your subsequent vogue, magnificence or wellness marketing campaign.
Bea Elton (@cleanwithbeax)
- Followers: 1.2M
- Area of interest: House cleansing, DIY
Should you love a great before-and-after, give Bea a observe. Her staff visits the UK’s messiest flats and provides them some much-needed TLC. Nice for cleansing merchandise and DIY model collabs.
Sam Thompson (@samthompsonuk)
- Followers: 2.7M
- Area of interest: Way of life
Sam is a British TV and radio persona making comedic way of life content material. He’s been recognized to work with way of life and vogue manufacturers.
Paris Fury (@parisfury1)
- Followers: 1.8M
- Area of interest: Household, vogue, dwelling & way of life
Paris is greatest recognized for being married to former heavyweight champion boxer Tyson Fury. She turned a star in her personal proper on the Netflix actuality present At House with the Furys. Faucet Paris for vogue 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 sensible objective setting. Since turning into a father, he’s pivoted to parenting content material and how one can keep match as a dad or mum. Well being and wellness or complement manufacturers will probably match Oli’s content material.
3. Widespread 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 obtained to be in it to win it.
Listed here are some steadily used hashtags within the UK, based on 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 fee = (Complete engagements ÷ Complete attain or followers) × 100
Engagements embrace likes, feedback, shares and saves. The common engagement fee throughout all content material sorts is 1.8%.
Carousel posts
Supply: Instagram
Common engagement fee: 1.7%
Nice for sharing a number of associated photos, storytelling, tutorials or showcasing merchandise. Engagement charges aren’t the very best, however having customers swipe via the content material will increase time spent on the submit, bettering discoverability.
Instagram Reels
Supply: Instagram
Common engagement fee: 2.08%
Brief, partaking movies that seize consideration shortly. Use these to draw new followers and to maintain your viewers engaged.
Instagram Tales
Supply: Instagram
Common engagement fee: 5-10%
Whereas engagement charges are sometimes 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. Widespread model classes
Instagram is all about creating wealthy, aspirational video content material—extra so than some other social media platform. Should you’re promoting merchandise with visible attraction or are related to an aspirational aesthetic, you’ll discover a pure dwelling on Instagram.
Listed here are some classes that shine on the platform:
Trend & attire
Owing to its extremely visible format, vogue has all the time been common on Instagram. From streetwear to luxurious campaigns, folks use Instagram to get impressed and curate their seems to be.
Listed here are some stats:
- 55% of Gen Z and Millennial Instagram customers say their vogue purchases had been impressed by Instagram.
- Trend manufacturers see a median 1.65% engagement fee on Instagram in comparison with 0.58% on Fb.
- Instagram Tales account for 25% of vogue marketing campaign impressions.
Magnificence & skincare
Magnificence and skincare manufacturers dominate Instagram as a result of platform’s give attention to product visuals, tutorials and influencer evaluations.
Listed here are some stats:
Well being & wellness
The aesthetic of well being and wellness is central to efficient advertising within the area. A inexperienced smoothie in a mason jar. Smooth, well-fitted energetic put on. A warrior pose within the sunshine. These aesthetics are excellent for Instagram.
Listed here 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 take into account 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 fee: 1–1.5%
- Engagement fee: 0.91%
Instagram Reels adverts
- CTR: ~1.5%
- CPC: $0.60–$0.90
- CPM: $6–$8
- Conversion fee: 1.2–1.6%
- Engagement fee: 1.48%
Instagram Static Picture adverts
- CTR: 0.5–0.8%
- CPC: $0.80–$1.10
- CPM: $4–$6
- Conversion fee: 0.8–1.2%
- Engagement fee: 0.69%
Instagram Tales adverts
- CTR: 0.3–0.6%
- CPC: $0.90–$1.20
- CPM: $5–$7
- Conversion fee: 0.7–1.0%
- Engagement fee: 0.40%
How usually do you have to submit on Instagram within the UK?
Standard knowledge says that 3–5 occasions per week and sharing a each day story is the minimal it is best to submit. This lets you:
- Stay high of thoughts on your present 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 missed however vital situation that must be thought-about.
Overposting can result in:
- Unfollows and mutes
- Lowered engagement
- Model harm 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 tough—it depends upon your viewers.
Our take?
Experiment. Attempt upping your posts. Should you’re met with an icy reception, you could be overdoing it. In case your engagement remains to be going robust, preserve cracking.
When is the perfect time to submit on Instagram UK?
Should you 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 could be higher than common posting throughout off-peak occasions.
Right here’s a fast breakdown of the perfect occasions to submit per business:
- 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 strive Sprout’s ViralPost®. It algorithmically determines your greatest time to submit based mostly by yourself information.
Social media advertising 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 per thirty days than anybody else on this planet. Briefly, Brits love Instagram and sensible entrepreneurs ought to take word.
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 simple to behave on the tendencies explored right here.
Attempt Sprout Social as we speak and switch your Instagram insights into actual enterprise outcomes.
