Before buying Instagram ads, advertisers need to understand who is on the social network. Over 90% of the 150 million people on Instagram are under the age of 35.. Though it's owned by Facebook, Instagram is a mobile app with distinct demographics.
Instagram is largely made up of urban, youthful demographics, with a significant skew towards women.
Instagram also leans toward urban users; 17% of U.S. adult residents who live in urban areas use Instagram, compared to only 11% in suburban and rural areas.
Instagram is about quality not quantity. Instagram accounts for 7% of daily photo uploads among the top four photo-sharing platforms (544 million daily uploads total). So it's not as much of a heavyweight, in volume terms, as some might believe.
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