Instagram’s success story continued last week when it announced it had reached the milestone of 500K active advertisers – a figure that has more than doubled in the last 6 months.

As today’s Chart of the Day shows, some context for this is given by the photo-sharing service’s ever-expanding audience. It’s among the trend-setting Millennials that Instagram continues to shine particularly brightly, with almost 6 in 10 now having an account (a marked and substantial increase on the 4 in 10 seen in 2014).

And with 1 in 3 of the Millennials who use Instagram saying that they have followed a brand on the service in the last month, it’s clear that this group are willing to have branded content on their feeds.

For more insights on Millennials, clients can download our audience report here.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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