UK Instagram stats you need to know for 2025

Instagram turns 15 this year, and its dominance—especially in the UK—shows no signs of slowing.

With record-high monthly usage, steady growth across all age groups, and older users joining, Instagram is evolving fast.

Discover the latest UK user stats, demographic shifts, metrics, and key digital marketing insights brands need to know for the year ahead.

What are the key Instagram usage statistics for the UK?

Let’s start by understanding the basics.

Here’s a rundown of local social media statistics.

Monthly active users

Instagram has roughly 35 million users in the UK and 2 billion globally, as of 2025. That’s almost 60% of the population over the age of 13. That makes the UK one of the top countries for Instagram use per capita.

Year-over-year growth in the UK has slowed—last year’s was 2.7% while it was 10% globally. This isn’t a cause for concern—Instagram is likely reaching a saturation point in the UK. As you’ll see below, the app is very popular.

How much time do UK users spend on Instagram?

People in the UK use Instagram significantly more than the global average. UK users spend an average of 53 minutes per day—or six hours a week—on the platform. Compared to the global average of 29 minutes per day—or just over three hours a week—it’s clear that the UK loves Instagram.

How many people have downloaded Instagram globally?

Instagram is the leading social media network in terms of downloads, with 3.8 billion downloads globally as of early 2025.

The exact number of downloads in the United Kingdom isn’t publicly available. However, given its healthy active user count and high time spent on the app, it’s likely that app download numbers are also high.

How often do UK users post on Instagram?  

Roughly 95 million posts are uploaded to Instagram daily, worldwide. While Meta doesn’t publish country-specific data on posting, based on their high engagement on the platform, it’s likely that UK users contribute more than their fair share.

Who uses Instagram in the UK? 2025 demographics

Gender distribution

Globally, Instagram has a roughly equal split between male and female users, around 50.6% male and 49.4% female. But in the UK, it skews female.

As of January 2025, 55% of UK Instagram users are female and 45% of users are male.

Age groups

The bulk of UK Instagram users are Gen Z and Millennials, but Gen Xers and Boomers are still active on the platform.

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%

Interestingly, older cohorts in the UK are slightly higher than the global average. The over-65 demographic in the UK is nearly double the global average of 2.6%, and a third higher than the global average in the 55–64 age group.

Regional penetration

Instagram is used widely across major UK cities, but there is some regional variation both in the size of the user base and frequency of use.

Londoners use Instagram far more than any other city—more than half use Instagram once per month. After that, the highest percentage of Instagram users can be found in other major cities like Manchester, Leeds, Edinburgh and Glasgow, or student towns like Cambridge.

Usage is lowest in the North East at 29.6% and across Wales at 30.9%, where the median age is slightly higher than that of the rest of the UK.

In short, Instagram use is higher where the average age is younger.

6 essential Instagram marketing statistics for UK brands

Now that the basics are covered, take a look at the key stats behind the social network.

1. Popular Instagram post types

Check out a brief rundown of the different types of Instagram posts:

• Instagram Reels are short-form, vertical videos designed to entertain or inform quickly. Instagram Reels often reach a wide audience due to Instagram’s algorithm favouring them over other posts.
• Carousels are multi-image or video posts that users swipe through. Great for storytelling, tutorials or sharing detailed information in a visually engaging way.
• Instagram stories are content that disappears after 24 hours. Ideal for behind-the-scenes, quick updates, polls and casual engagement. Use these to engage your existing audience, not to reach new people.
• Static images are single-photo posts that appear on your main feed. They’re best for striking visuals, announcements or clean branded posts.

Here’s an example of a static Instagram post:

Source: Instagram

2. Leading creators on Instagram UK

Looking to launch an influencer marketing campaign to help you reach your target audience? Here are some of the leading UK Instagram influencers to help you get started.

Molly-Mae Hague (@mollymae)

Source: Instagram

• Followers: 8.5M
• Niche: Fashion, beauty & makeup, lifestyle

Molly-Mae has one of the highest Instagram follower counts in the UK. She’s known for her chic, yet down-to-earth and relatable style. Collaborate with her on your next fashion, beauty or wellness campaign.

Bea Elton (@cleanwithbeax)

• Followers: 1.2M
• Niche: Home cleaning, DIY

If you love a good before-and-after, give Bea a follow. Her team visits the UK’s messiest flats and gives them some much-needed TLC. Great for cleaning products and DIY brand collabs.

Sam Thompson (@samthompsonuk)

• Followers: 2.7M
• Niche: Lifestyle

Sam is a British TV and radio personality making comedic lifestyle content. He’s been known to work with lifestyle and fashion brands.

Paris Fury (@parisfury1)

• Followers: 1.8M
• Niche: Family, fashion, home & lifestyle

Paris is best known for being married to former heavyweight champion boxer Tyson Fury. She became a star in her own right on the Netflix reality show At Home with the Furys. Tap Paris for fashion and jewellery brand collaborations.

Oli Brooks (@olibrooks.fitness)

• Followers: 89K
• Niche: Fitness, motivation, family

Oli is a personal trainer and fitness guru who promotes body positivity and realistic goal setting. Since becoming a father, he’s pivoted to parenting content and how to stay fit as a parent. Health and wellness or supplement brands will likely match Oli’s content.

3. Popular hashtags on UK Instagram

While we recommend primarily choosing hashtags that best describe your niche, hopping on a popular Instagram hashtag with high search volume is also worthwhile. Like entering a lottery, you’ve got to be in it to win it.

Here are some frequently used hashtags in the UK, according to Tags Finder.

• #london
• #travel
• #uk
• #love
• #photography
• #instagood
• #england
• #photooftheday
• #art
• #unitedkingdom
• #picoftheday

4. Engagement rates for Instagram posts

Now take a look at average engagement rates we collected from Sprout Social Influencer Marketing.

Engagement rates are calculated by:

Engagement rate = (Total engagements ÷ Total reach or followers) × 100

Engagements include likes, comments, shares and saves. The average engagement rate across all content types is 1.8%.

Carousel posts

Source: Instagram

Average engagement rate: 1.7%

Great for sharing multiple related images, storytelling, tutorials or showcasing products. Engagement rates aren’t the highest, but having users swipe through the content increases time spent on the post, improving discoverability.

Instagram Reels 

Source: Instagram

Average engagement rate: 2.08%

Short, engaging videos that capture attention quickly. Use these to attract new followers and to keep your audience engaged.

Instagram Stories 

Source: Instagram

Average engagement rate: 5-10%

While engagement rates are typically high, stories last only 24 hours and are shared only with your followers. Use stories to keep your user base engaged and up to date.

5. Popular brand categories

Instagram is all about creating rich, aspirational video content—more so than any other social media platform. If you’re selling products with visual appeal or are associated with an aspirational aesthetic, you’ll find a natural home on Instagram.

Here are some categories that shine on the platform:

Fashion & apparel

Owing to its highly visual format, fashion has always been popular on Instagram. From streetwear to luxury campaigns, people use Instagram to get inspired and curate their looks.

Here are some stats:

• 55% of Gen Z and Millennial Instagram users say their fashion purchases were inspired by Instagram.
• Fashion brands see an average 1.65% engagement rate on Instagram compared to 0.58% on Facebook.
• Instagram Stories account for 25% of fashion campaign impressions.

Beauty & skincare

Beauty and skincare brands dominate Instagram due to the platform’s focus on product visuals, tutorials and influencer reviews.

Here are some stats:

• Beauty content video views on Instagram rose by 68% year-over-year in the first half of 2024.
• 4 out of 5 beauty shoppers use Instagram daily.
• 67% of beauty shoppers turn to influencers to find new products.

Health & wellness

The aesthetic of health and wellness is central to effective marketing in the space. A green smoothie in a mason jar. Sleek, well-fitted active wear. A warrior pose in the sunshine. These aesthetics are perfect for Instagram.

Here are some stats:

• 67% of Gen Z and Millennial users follow at least one wellness brand on Instagram.
• Reels featuring fitness content see 2x the average completion rate.

6. Instagram ad reach

From early 2024 to early 2025,  Instagram saw a 1% increase in potential ad reach in the UK. That’s 300,000 users. It may seem modest, but keep in mind that Instagram launched 15 years ago. It’s well past the explosive growth stage we’re seeing in TikTok. At this stage, a 1% increase is meaningful.

Here’s a quick breakdown of ad performance per format:

Instagram Carousel ads

• CTR: 0.8–1.2%
• CPC: $0.70–$1.00
• CPM: $5–$7
• Conversion rate: 1–1.5%
• Engagement rate: 0.91%

Instagram Reels ads

• CTR: ~1.5%
• CPC: $0.60–$0.90
• CPM: $6–$8
• Conversion rate: 1.2–1.6%
• Engagement rate: 1.48%

Instagram Static Image ads

• CTR: 0.5–0.8%
• CPC: $0.80–$1.10
• CPM: $4–$6
• Conversion rate: 0.8–1.2%
• Engagement rate: 0.69%

Instagram Stories ads

• CTR: 0.3–0.6%
• CPC: $0.90–$1.20
• CPM: $5–$7
• Conversion rate: 0.7–1.0%
• Engagement rate: 0.40%

How often should you post on Instagram in the UK?

Conventional wisdom says that 3–5 times per week and sharing a daily story is the minimum you should post. This allows you to:

• Remain top of mind for your existing customer base
• Reach a wider audience
• Experiment and adjust based on audience reaction

But can you overdo it?

The answer is complicated but in short, yes.

Overposting is an overlooked but important issue that needs to be considered.

Overposting can lead to:

• Unfollows and mutes
• Reduced engagement
• Brand damage and a loss of trust
• Less inspired content

But where do you draw the line? This is where it gets tricky—it depends on your audience.

Our take?

Experiment. Try upping your posts. If you’re met with an icy reception, you might be overdoing it. If your engagement is still going strong, keep cracking.

When is the best time to post on Instagram UK?

If you can only manage the bare minimum for an effective Instagram strategy, it pays to get your timing down.

In fact, a handful of well-timed posts can be better than regular posting during off-peak times.

Here’s a quick breakdown of the best times to post per industry:

• Retail & e-commerce: Tuesdays and Thursdays at 12 PM
• Food & beverage: Saturdays at 11 AM
• Health & fitness: Around 6 AM

Remember that these times aren’t ironclad, and there may be slight variations depending on your specific audience. We recommend you try Sprout’s ViralPost®. It algorithmically determines your best time to post based on your own data.

Social media marketing guided by insight—with Sprout Social

Instagram in the UK is a different animal. It has one of the highest penetration rates per capita, and users are on the platform for longer per month than anyone else in the world. In short, Brits love Instagram and smart marketers should take note.

But knowing trends is half the battle. The next step is to take action.

That’s where Sprout Social comes in. With powerful analytics, content scheduling and performance insights tailored to your audience, Sprout makes it easy to act on the trends explored here.

Try Sprout Social today and turn your Instagram insights into real business results.