Digital 2022: Essential Instagram Stats for Q2 2022 v01

THE LATEST DATA FOR INSTAGRAM ADOPTION AND USE AROUND THE WORLD
INSTAGRAM Q2 2022

GLOBAL HEADLINES AND BENCHMARKS
HEADLINES FOR WORLD REGIONS
DATA FOR UN GEOSCHEME REGIONS
LOCAL DATA BY COUNTRY
FURTHER INFORMATION
REPORT CONTENTS

The “potential audience” figures shown in this report use data published in Meta’s advertising resources, and represent Instagram’s potential
advertising reach. Meta‘s tools publish audience data as a range (e.g. 25,000–30,000), and we use the mid-point of these published
ranges as the basis for our reporting. However, for various reasons, please note that these advertising audience reach figures may not match
Instagram’s monthly active user figures, and should not be treated as such. For example, individual user behaviours and legal restrictions
may mean that some active users are not shown any advertising on the platform during a particular reporting period. Conversely, audience
figures may not represent unique individuals. This is because some people may manage multiple accounts on the same platform,
and because some accounts may represent “non-human” entities such as businesses, pets, groups and organisations, buildings, locations,
and more, regardless of platform rules governing such accounts. Furthermore, despite their best efforts, it’s unlikely that platforms will be
able to remove all “fake” accounts from their audience figures. As a result, it’s not uncommon for platforms’ advertising audience figures
to exceed figures for total population, for population by age, or for internet users. So, while it may seem surprising to see audience figures
that exceed the total eligible population or internet user base, these audience figures are not necessarily incorrect, and we’ve chosen to
publish them as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. Please also
note that changes in audience figures over time may be the result of corrections in Meta’s source data due to methodology revisions or the
removal of duplicate, fake, or ineligible accounts, and such changes may not necessarily represent a change in genuine user numbers.
IMPORTANT NOTES
!

!
Due to the ongoing conflict in Ukraine, Meta’s advertising resources have not published any audience data for the Russian Federation
since February 2022, which may impact various figures across the company’s platforms. For reference, in January 2022, Meta’s
tools reported that Facebook ads reached 8.6 million users in Russia, while Instagram ads reached 63.0 million users in the country.
However, due to Meta’s revised reporting, we are currently unable to include any figures for Russia in the ad audience data that
we report for Facebook, Instagram, or Messenger. This has also had a negative impact on the global figures that we report for
each of these platforms. Furthermore, in Q4 2021, Meta made some important changes to how its self-service tools report the
potential advertising reach of its platforms, including a move to publishing audience figures as a range instead of as an absolute
number. Our analysis suggests that Meta also revised its base data at this time, resulting in some important corrections to published
audience figures for Facebook and Messenger. As a result, we are currently unable to provide any figures for year-on-year
changes in these platforms’ audiences, and we advise readers not to compare the advertising audience figures for Facebook
and Messenger contained within this report with figures published for those platforms in previous reports. For more information,
please read our complete notes on data variance, potential mismatches, and curiosities: https://datareportal.com/notes-on-data.
IMPORTANT NOTES ON META’S AD REACH REPORTING

ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
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FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:

9
29.0% 23.4% 48.1% 51.9%
1.45 18.3% -1.8%* +12.8%*
BILLION -26 MILLION +165 MILLION
90
INSTAGRAM AD REACH
vs. TOTAL INTERNET USERS
INSTAGRAM AD REACH
vs. POPULATION AGED 13+
FEMALE INSTAGRAM AD REACH
vs. TOTAL INSTAGRAM AD REACH
MALE INSTAGRAM AD REACH
TOTAL POTENTIAL REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
vs. TOTAL POPULATION
QUARTER-ON-QUARTER CHANGE
IN INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL
ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. *COMPARABILITY:
SOURCE DATA FOR RUSSIA ARE CURRENTLY UNAVAILABLE. INSTAGRAM ADS REACHED 63 MILLION USERS IN RUSSIA IN JAN 2022, BUT THESE USERS DO NOT APPEAR IN CURRENT GLOBAL TOTALS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM
INSTAGRAM: GLOBAL ADVERTISING AUDIENCE
APR
2022

10
0.97
1.08
1.16
1.22
1.29
1.39 1.39
1.48 1.45*
+11.5% +7.1% +5.4% +5.4% +7.7% +0.5% +6.1% -1.8%
APR JUL OCT JAN APR JUL OCT JAN APR
2020 2020 2020 2021 2021 2021 2021 2022 2022
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTE: FIGURES AFTER JAN 2022 USE THE MIDPOINTS OF PUBLISHED RANGES; FIGURES FOR ALL OTHER DATES AS PUBLISHED IN META’S TOOLS. *COMPARABILITY: SOURCE DATA FOR RUSSIA ARE CURRENTLY
UNAVAILABLE. INSTAGRAM ADS REACHED 63 MILLION USERS IN RUSSIA IN JAN 2022, BUT THESE USERS DO NOT APPEAR IN THE FIGURE FOR APR 2022. META ALSO SIGNIFICANTLY REVISED ITS BASE DATA AND
APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES AFTER JAN 2022 ARE NOT COMPARABLE WITH FIGURES FOR PREVIOUS PERIODS, OR WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS.
GLOBAL OVERVIEW
TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM (IN BILLIONS OF USERS), WITH RELATIVE GROWTH RATES OVER TIME
INSTAGRAM ADVERTISING REACH
APR
2022
DATAREPORTAL

11
4.0%
13.4%
14.6%
8.1%
4.3%
2.2%
1.2%
4.9%
16.8% 17.1%
7.7%
3.5%
1.5%
0.9%
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE.
NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS
BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER
INSTAGRAM: ADVERTISING AUDIENCE PROFILE
APR
2022
DATAREPORTAL

12
11 FRANCE 26,450,000 47.4%
12 ARGENTINA 25,150,000 69.3%
13 SPAIN 23,400,000 56.8%
14 SOUTH KOREA 21,000,000 45.6%
15 PHILIPPINES 19,450,000 23.2%
16 THAILAND 19,250,000 31.8%
17 COLOMBIA 18,750,000 44.8%
18 CANADA 17,400,000 52.5%
19 EGYPT 16,450,000 22.3%
20 IRAQ 16,000,000 56.7%
01 INDIA 253,450,000 23.1%
02 U.S.A. 155,700,000 55.1%
03 BRAZIL 122,450,000 69.0%
04 INDONESIA 99,900,000 46.1%
05 TURKEY 54,400,000 79.7%
06 JAPAN 47,300,000 42.0%
07 MEXICO 39,250,000 38.2%
08 U.K. 32,200,000 55.5%
09 GERMANY 29,950,000 40.7%
10 ITALY 27,450,000 51.0%
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
# LOCATION
TOTAL
REACH
REACH vs.
POP. 13+
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META
HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING
APR
2022

13
11 URUGUAY 71.1% 2,050,000
12 PANAMA 70.0% 2,400,000
13 KUWAIT 69.6% 2,500,000
14 ARGENTINA 69.3% 25,150,000
15 BARBADOS 69.1% 171,250
16 BRAZIL 69.0% 122,450,000
17 ANDORRA 68.2% 47,250
18 BAHRAIN 67.6% 1,009,400
19 U.A.E. 64.6% 5,650,000
20 ARUBA 64.1% 58,850
01 BRUNEI 85.7% 308,950
02 KAZAKHSTAN 81.4% 11,600,000
03 TURKEY 79.7% 54,400,000
04 CYPRUS 77.3% 812,000
05 CAYMAN ISLANDS 76.5% 43,450
06 GUAM 73.4% 100,050
07 CHILE 72.9% 11,750,000
08 ICELAND 72.4% 209,400
09 SWEDEN 71.7% 6,200,000
10 MONTENEGRO 71.3% 379,050
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
# LOCATION
REACH vs.
POP. 13+
TOTAL
REACH
SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE
TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META
HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
GLOBAL OVERVIEW
COUNTRIES AND TERRITORIES WHERE INSTAGRAM ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+
INSTAGRAM ELIGIBLE AD REACH RATE RANKING
APR
2022

14
47.8% 52.2% 50.4% 49.6% 50.1% 49.9% 45.0% 55.0% 58.0% 42.0%
1.40 1.04 762.1 686.9 197.4
BILLION BILLION MILLION MILLION MILLION
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
THE INSTAGRAM FEED
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
INSTAGRAM STORIES
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN THE
INSTAGRAM EXPLORE TAB
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
INSTAGRAM REELS
POTENTIAL AUDIENCE
THAT MARKETERS CAN
REACH WITH ADS IN
INSTAGRAM SHOP
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
ACTIVE USER BASE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS.
GLOBAL OVERVIEW
THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON INSTAGRAM
INSTAGRAM AD AUDIENCE BY PLACEMENT TYPE
APR
2022

15
+1.25% 1.64 58.6% 21.5% 19.9%
AVERAGE MONTHLY
GROWTH IN
ACCOUNT FOLLOWERS
AVERAGE NUMBER
OF MAIN FEED
POSTS PER DAY
PHOTO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
VIDEO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
CAROUSEL POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM
BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
APR
2022

16
0.68% 0.70% 0.47% 0.85%
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE INSTAGRAM
ENGAGEMENT RATE
FOR CAROUSEL POSTS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS
APR
2022

17
1.27% 0.81% 0.58%
AVERAGE INSTAGRAM ENGAGEMENT
RATE: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
10,000 TO 100,000 FOLLOWERS
MORE THAN 100,000 FOLLOWERS
SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES
AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF
INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
GLOBAL OVERVIEW
AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT RATES COMPARISON
APR
2022

19
13.4% 8.3% 45.0% 55.0%
74.73 5.3% +3.5% +13.2%
MILLION +2.6 MILLION +8.7 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY:
META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS.
AFRICA
APR
2022

20
52.1% 52.1% 55.3% 44.7%
440.2 42.5% +0.6% +16.2%
MILLION +2.5 MILLION +62 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
THE AMERICAS
APR
2022

21
21.8% 16.4% 41.5% 58.5%
575.5 13.1% +5.3% +32.9%
MILLION +29 MILLION +143 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ASIA-PACIFIC
APR
2022

22
40.2% 41.9% 52.1% 47.9%
305.4 35.8% -16.7% -14.7%
MILLION -61 MILLION -53 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
EUROPE
APR
2022

23
28.1% 27.7% 40.7% 59.3%
55.82 20.7% +2.0% +9.8%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
THE MIDDLE EAST
APR
2022

25
50.2% 54.9% 55.2% 44.8%
173.2 46.5% -2.3% +11.7%
MILLION -4.1 MILLION +18 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
NORTHERN AMERICA
APR
2022

26
39.8% 36.2% 53.3% 46.7%
51.22 28.0% +3.4% +15.9%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
CENTRAL AMERICA
APR
2022

27
30.7% 26.1% 53.4% 46.6%
9.14 20.8% +1.7% +11.6%
MILLION +149 THOUSAND +950 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
THE CARIBBEAN
APR
2022

28
60.6% 58.5% 56.0% 44.0%
206.7 47.3% +2.4% +20.7%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
SOUTHERN AMERICA
APR
2022

29
41.9% 45.3% 52.4% 47.6%
77.25 39.2% +0.1% +0.2%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
WESTERN EUROPE
APR
2022

30
49.1% 56.3% 55.3% 44.7%
51.21 47.9% +1.1% -4.9%
MILLION +534 THOUSAND -2.6 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
NORTHERN EUROPE
APR
2022

31
52.4% 51.6% 52.6% 47.4%
70.20 45.7% +0.7% -1.1%
MILLION +458 THOUSAND -777 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
SOUTHERN EUROPE
APR
2022

32
17.9% 18.1% 56.3% 43.7%
44.97 15.4% -59.0% -56.2%
MILLION -65 MILLION -58 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
EASTERN EUROPE
APR
2022

33
24.8% 22.3% 45.8% 54.2%
40.38 15.9% +4.7% +17.9%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
NORTHERN AFRICA
APR
2022

34
8.6% 5.9% 41.0% 59.0%
15.39 3.7% +3.6% +6.0%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
WESTERN AFRICA
APR
2022

35
4.3% 1.8% 39.0% 61.0%
2.02 1.1% +0.06% +2.9%
MILLION +1,200 +56 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
MIDDLE AFRICA
APR
2022

36
8.2% 3.3% 44.1% 55.9%
9.94 2.1% +0.4% +10.2%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
EASTERN AFRICA
APR
2022

37
15.0% 13.6% 51.7% 48.3%
6.99 10.1% +2.2% +11.5%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
SOUTHERN AFRICA
APR
2022

38
55.5% 54.0% 43.3% 56.7%
117.6 40.9% +2.9% +12.6%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
WESTERN ASIA
APR
2022

39
41.4% 37.7% 48.4% 51.6%
21.04 27.6% +0.9% +13.5%
MILLION +194 THOUSAND +2.5 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
CENTRAL ASIA
APR
2022

40
30.8% 18.3% 28.0% 72.0%
277.9 14.0% +9.7% +63.4%
MILLION +25 MILLION +108 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
SOUTHERN ASIA
APR
2022

41
35.1% 32.5% 55.3% 44.7%
173.8 25.6% +1.4% +14.8%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
SOUTHEASTERN ASIA
APR
2022

42
7.1% 6.1% 52.2% 47.8%
87.10 5.2% +2.3% +11.2%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
EASTERN ASIA
APR
2022

43
49.0% 45.3% 54.9% 45.1%
15.74 36.1% +0.06% +7.8%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
OCEANIA
APR
2022

45
72.0% [N/A] 62.6% 37.4%
107.6 43.7% +20.6% +13.3%
THOUSAND +18 THOUSAND +13 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ABKHAZIA
ABKHAZIA
APR
2022

46
6.8% 2.4% 25.5% 74.5%
635.2 1.6% -0.4% -6.6%
THOUSAND -2,850 -45 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
AFGHANISTAN
AFGHANISTAN
APR
2022

47
114.9% [N/A] 57.7% 42.3%
15.5 51.3% -2.8% -3.4%
THOUSAND -450 -550
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ISLANDS
THE ÅLAND
THE ÅLAND ISLANDS
APR
2022

48
52.3% 49.1% 43.8% 56.2%
1.20 41.8% 0% +9.1%
MILLION [UNCHANGED] +100 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ALBANIA
ALBANIA
APR
2022

49
32.0% 27.7% 45.1% 54.9%
9.10 20.1% +5.8% +26.4%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ALGERIA
ALGERIA
APR
2022

50
57.2% 32.5% 58.5% 41.5%
13.8 25.1% +7.0% +25.5%
THOUSAND +900 +2,800
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
SAMOA
AMERICAN
AMERICAN SAMOA
APR
2022

51
66.6% 68.2% 52.7% 47.3%
47.3 61.0% +7.3% +2.7%
THOUSAND +3,200 +1,250
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ANDORRA
ANDORRA
APR
2022

52
4.1% 2.5% 46.0% 54.0%
516.8 1.5% +2.0% +3.4%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ANGOLA
ANGOLA
APR
2022

53
56.4% 56.4% 53.2% 46.8%
7,000 46.1% +2.2% +11.1%
+150 +700
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ANGUILLA
ANGUILLA
APR
2022

54
50.6% 47.4% 55.2% 44.8%
38.2 38.5% +3.0% +15.8%
THOUSAND +1,100 +5,200
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BARBUDA
ANTIGUA &
ANTIGUA & BARBUDA
APR
2022

55
64.1% 69.3% 55.3% 44.7%
25.15 54.8% +1.8% +19.8%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ARGENTINA
ARGENTINA
APR
2022

56
50.6% 47.2% 53.8% 46.2%
1.15 38.7% +4.5% +19.8%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ARMENIA
ARMENIA
APR
2022

57
56.3% 64.1% 54.8% 45.2%
58.9 54.7% +2.4% +9.0%
THOUSAND +1,400 +4,850
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ARUBA
ARUBA
APR
2022

58
53.9% 58.9% 54.7% 45.3%
12.75 49.0% 0% +6.3%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
AUSTRALIA
AUSTRALIA
APR
2022

59
37.4% 39.8% 49.2% 50.8%
3.15 34.8% 0% -4.5%
MILLION [UNCHANGED] -150 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
AUSTRIA
AUSTRIA
APR
2022

60
45.4% 48.4% 41.0% 59.0%
3.95 38.4% -2.5% +9.7%
MILLION -100 THOUSAND +350 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
AZERBAIJAN
AZERBAIJAN
APR
2022

61
37.0% 39.1% 62.1% 37.9%
128.6 32.2% +0.5% +7.2%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BAHAMAS
THE BAHAMAS
APR
2022

62
57.4% 67.6% 46.8% 53.2%
1.01 56.9% +0.6% +9.7%
MILLION +6,150 +89 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BAHRAIN
BAHRAIN
APR
2022

63
9.1% 3.8% 32.3% 67.7%
4.90 2.9% +10.1% +28.9%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BANGLADESH
BANGLADESH
APR
2022

64
72.7% 69.1% 57.1% 42.9%
171.3 59.5% -0.2% +22.3%
THOUSAND -350 +31 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BARBADOS
BARBADOS
APR
2022

65
44.8% 45.1% 61.1% 38.9%
3.60 38.2% -2.7% +5.9%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BELARUS
BELARUS
APR
2022

66
46.5% 51.2% 54.0% 46.0%
5.10 43.7% 0% 0%
MILLION [UNCHANGED] [UNCHANGED]
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BELGIUM
BELGIUM
APR
2022

67
53.5% 36.1% 53.5% 46.5%
111.6 27.2% +3.2% +18.7%
THOUSAND +3,500 +18 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BELIZE
BELIZE
APR
2022

68
5.1% 2.4% 35.7% 64.3%
188.7 1.5% +1.5% -0.7%
THOUSAND +2,850 -1,300
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BENIN
BENIN
APR
2022

69
52.3% 60.1% 57.0% 43.0%
31.9 51.5% -2.0% +6.3%
THOUSAND -650 +1,900
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BERMUDA
BERMUDA
APR
2022

70
37.0% 25.0% 55.8% 44.2%
155.7 19.8% +6.9% +19.8%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BHUTAN
BHUTAN
APR
2022

71
25.8% 20.8% 53.0% 47.0%
1.85 15.5% 0% +15.6%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BOLIVIA
BOLIVIA
APR
2022

72
49.3% [N/A] 54.5% 45.5%
10.8 40.4% +8.6% +7.5%
THOUSAND +850 +750
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
EUSTATIUS & SABA
BONAIRE, SINT
BONAIRE, SINT EUSTATIUS & SABA
APR
2022

73
43.9% 38.3% 51.3% 48.7%
1.10 33.8% -8.3% +10.0%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
HERZEGOVINA
BOSNIA &
BOSNIA & HERZEGOVINA
APR
2022

74
11.5% 10.3% 55.0% 45.0%
179.2 7.4% +1.8% +12.0%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BOTSWANA
BOTSWANA
APR
2022

75
70.0% 69.0% 56.7% 43.3%
122.5 57.0% +2.5% +22.5%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BRAZIL
O R D E M E P R O G R E S
S
O
BRAZIL
APR
2022

76
52.4% 47.6% 53.5% 46.5%
12.5 40.7% +4.6% +13.2%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
VIRGIN ISLANDS
THE BRITISH
THE BRITISH VIRGIN ISLANDS
APR
2022

77
73.2% 85.7% 54.3% 45.7%
309.0 69.5% -3.4% +18.8%
THOUSAND -11 THOUSAND +49 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
DARUSSALAM
BRUNEI
BRUNEI DARUSSALAM
APR
2022

78
32.7% 29.1% 53.8% 46.2%
1.75 25.5% 0% -2.8%
MILLION [UNCHANGED] -50 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BULGARIA
BULGARIA
APR
2022

79
2.7% 1.2% 26.0% 74.0%
167.5 0.8% -1.7% -6.9%
THOUSAND -2,900 -13 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
FASO
BURKINA
BURKINA FASO
APR
2022

80
3.6% 0.9% 42.4% 57.6%
67.8 0.5% +4.0% -4.5%
THOUSAND +2,600 -3,200
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
BURUNDI
BURUNDI
APR
2022

81
29.9% 25.3% 49.1% 50.9%
109.3 19.3% +6.9% +17.5%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
VERDE
CABO
CABO VERDE
APR
2022

82
15.2% 16.3% 56.2% 43.8%
2.05 12.0% 0% +20.6%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
CAMBODIA
CAMBODIA
APR
2022

83
5.6% 3.3% 38.8% 61.2%
587.9 2.1% -4.2% -2.0%
THOUSAND -26 THOUSAND -12 THOUSAND
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
CAMEROON
CAMEROON
APR
2022

84
46.8% 52.5% 55.7% 44.3%
17.40 45.4% 0% +16.0%
MILLION [UNCHANGED] +2.4 MILLION
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
CANADA
CANADA
APR
2022

85
79.9% 76.5% 44.9% 55.1%
43.5 64.8% +1.5% +17.4%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
ISLANDS
THE CAYMAN
THE CAYMAN ISLANDS
APR
2022

86
1.9% 0.3% 28.3% 71.7%
9,900 0.2% -2.0% -10.0%
-200 -1,100
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
AFRICAN REPUBLIC
THE CENTRAL
THE CENTRAL AFRICAN REPUBLIC
APR
2022

87
2.2% 0.7% 20.5% 79.5%
73.9 0.4% +18.2% +36.9%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
CHAD
CHAD
APR
2022

88
66.4% 72.9% 53.0% 47.0%
11.75 61.1% +0.9% +17.5%
90
INSTAGRAM AD REACH
INSTAGRAM AD REACH
OF ADS ON INSTAGRAM
INSTAGRAM AD REACH
YEAR-ON-YEAR CHANGE
CHILE
CHILE
APR
2022

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