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Instagram Global Platform Report July 2021 v01

The latest insights into Instagram adoption and use around the world in July 2021. Find similar reports for a variety of other social platforms, together with in-depth data exploring digital behaviours in every country in the world, at https://datareportal.com/

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Instagram Global Platform Report July 2021 v01

  1. 1. INSTAGRAM STATS FOR JULY 2021 THE LATEST DATA FOR INSTAGRAM ADOPTION AND USE IN MORE THAN 230 COUNTRIES AND TERRITORIES AROUND THE WORLD
  2. 2. 3 REPORT CONTENTS GLOBAL HEADLINES AND BENCHMARKS HEADLINE DATA FOR WORLD REGIONS DATA FOR UN GEOSCHEME REGIONS LOCAL DATA FOR 230+ COUNTRIES FURTHER INFORMATION
  3. 3. ! The ‘potential audience’ figures shown in this report use data published in Facebook’s self-service advertising tools, and represent Instagram’s potential advertising reach. For various reasons, please note that these advertising audience reach figures may not match the platform’s monthly active user figures, and should not be treated as such. For example, individual user behaviours and the impact of US sanctions 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 individuals 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. As a result, it’s not uncommon for platforms’ advertising audience figures to exceed the population figures for eligible age groups published by organisations such as the United Nations, or to exceed the internet user figures that we publish in some of our other reports. So, while it may seem surprising to see audience figures that exceed the total eligible population or internet user base, these figures are not necessarily ‘wrong’, and we have chosen to publish audience figures as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. IMPORTANT NOTES
  4. 4. CLICK HERE TO READ OUR DIGITAL 2021 GLOBAL OVERVIEW REPORT, WITH MORE THAN 200 PAGES OF ESSENTIAL CHARTS AND INSIGHTS FROM AROUND THE WORLD CLICK HERE TO READ OUR DIGITAL 2021 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL DIGITAL OVERVIEWS FOR EVERY COUNTRY IN THE WORLD DIGITAL2021 THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE GLOBAL OVERVIEW REPORT DIGITAL2021 ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD LOCAL COUNTRY HEADLINES
  5. 5. GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS. ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E. AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K. BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A. BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS. BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS
  6. 6. GLOBAL HEADLINES
  7. 7. 8 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.39 22.6% +7.7% 51.4% 48.6% BILLION +100 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
  8. 8. 9 JUL 2021 3.7% 14.2% 15.7% 9.0% 4.7% 2.3% 1.3% 3.8% 15.7% 16.4% 7.3% 3.4% 1.5% 1.0% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE U.N. AND THE U.S. CENSUS BUREAU (JUL 2021).*NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES. 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 SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER* PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE
  9. 9. 10 JUL 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). NOTE: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 01 INDIA 180,000,000 +20.0% 02 U.S.A. 170,000,000 +21.4% 03 BRAZIL 110,000,000 +10.0% 04 INDONESIA 93,000,000 +8.1% 05 RUSSIA 61,000,000 +7.0% 06 TURKEY 50,000,000 +6.4% 07 JAPAN 48,000,000 +6.7% 08 MEXICO 37,000,000 +8.8% 09 U.K. 29,000,000 -14.7% 10 GERMANY 27,000,000 -10.0% 11 ITALY 25,000,000 -10.7% 12 FRANCE 24,000,000 -7.7% 13 ARGENTINA 22,000,000 +4.8% 14 SPAIN 21,000,000 -12.5% 15 SOUTH KOREA 20,000,000 +17.6% 16 THAILAND 19,000,000 +11.8% 17= CANADA 18,000,000 +20.0% 17= COLOMBIA 18,000,000 +12.5% 17= PHILIPPINES 18,000,000 +5.9% 20= EGYPT 16,000,000 +6.7% 20= SAUDI ARABIA 16,000,000 +6.7% 22= IRAQ 15,000,000 +7.1% 22= MALAYSIA 15,000,000 +7.1% 22= UKRAINE 15,000,000 0% COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES INSTAGRAM AD REACH RANKING
  10. 10. 11 JUL 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH OF POP. 13+ TOTAL REACH QOQ CHANGE 11 BAHRAIN 68.2% 1,000,000 +8.7% 12 ARUBA 67.8% 62,000 +14.8% 13 MONTENEGRO 67.8% 360,000 +16.1% 14 BERMUDA 67.7% 36,000 +20.0% 15 URUGUAY 66.2% 1,900,000 +11.8% 16 BARBADOS 64.8% 160,000 +14.3% 17 ISRAEL 64.8% 4,300,000 +13.2% 18 BRAZIL 62.5% 110,000,000 +10.0% 19 U.A.E. 62.2% 5,400,000 +8.0% 20 NEW ZEALAND 61.7% 2,500,000 +19.0% 01 BRUNEI 84.2% 300,000 +15.4% 02 GUAM 81.4% 110,000 +32.5% 03 KAZAKHSTAN 78.2% 11,000,000 0% 04 CAYMAN IS. 78.2% 44,000 +18.9% 05 ICELAND 76.8% 220,000 0% 06 TURKEY 74.0% 50,000,000 +6.4% 07 CYPRUS 73.9% 770,000 0% 08 KUWAIT 73.7% 2,600,000 +8.3% 09 CHILE 68.6% 11,000,000 +10.0% 10 PANAMA 68.2% 2,300,000 +9.5% COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: INSTAGRAM
  11. 11. 12 JUL 2021 SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. 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 +1.71% 1.6 63.6% 16.9% 19.4% AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
  12. 12. 13 JUL 2021 SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER ENGAGEMENT RATES vs. THE AVERAGES CITED HERE. AVERAGE ENGAGEMENT RATE FOR ALL POST TYPES AVERAGE ENGAGEMENT RATE FOR PHOTO POSTS AVERAGE ENGAGEMENT RATE FOR VIDEO POSTS AVERAGE ENGAGEMENT RATE FOR CAROUSEL POSTS 0.82% 0.81% 0.61% 1.01% AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM ENGAGEMENT BENCHMARKS
  13. 13. 14 JUL 2021 SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS ACROSS A VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES. >100K 10K-100K <10K AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH FEWER THAN 10,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH 10,000 – 100,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE*: BUSINESS ACCOUNTS WITH MORE THAN 100,000 FOLLOWERS 1.18% 0.94% 0.73% COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS
  14. 14. GLOBAL REGIONS
  15. 15. 16 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 70.42 8.0% +6.7% 45.5% 54.5% MILLION +4.4 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AFRICA
  16. 16. 17 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 432.2 51.6% +14.1% 57.6% 42.4% MILLION +54 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE AMERICAS
  17. 17. 18 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 488.0 14.0% +12.7% 45.4% 54.6% MILLION +55 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ASIA-PACIFIC
  18. 18. 19 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 340.5 46.8% -4.9% 54.8% 45.2% MILLION -18 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EUROPE
  19. 19. 20 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 55.12 27.8% +8.4% 43.0% 57.0% MILLION +4.3 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE MIDDLE EAST
  20. 20. UN GEOSCHEME REGIONS
  21. 21. 22 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 188.1 60.0% +21.3% 57.7% 42.3% MILLION +33 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM NORTHERN AMERICA
  22. 22. 23 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 48.08 34.4% +8.8% 56.1% 43.9% MILLION +3.9 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CENTRAL AMERICA
  23. 23. 24 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 8.89 25.6% +8.5% 54.7% 45.3% MILLION +694 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE CARIBBEAN
  24. 24. 25 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 187.2 53.5% +9.3% 58.0% 42.0% MILLION +16 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN AMERICA
  25. 25. 26 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 69.90 41.1% -9.3% 53.3% 46.7% MILLION -7.2 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM WESTERN EUROPE
  26. 26. 27 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 45.86 50.7% -14.8% 58.2% 41.8% MILLION -8.0 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM NORTHERN EUROPE
  27. 27. 28 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 64.27 47.3% -9.4% 53.6% 46.4% MILLION -6.7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN EUROPE
  28. 28. 29 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 103.4 41.5% +0.7% 60.7% 39.3% MILLION +760 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EASTERN EUROPE
  29. 29. 30 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 36.95 20.8% +7.9% 46.2% 53.8% MILLION +2.7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM NORTHERN AFRICA
  30. 30. 31 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 14.95 5.9% +3.0% 40.5% 59.5% MILLION +431 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM WESTERN AFRICA
  31. 31. 32 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 2.06 1.9% +5.0% 41.6% 58.4% MILLION +98 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM MIDDLE AFRICA
  32. 32. 33 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 9.76 3.4% +8.1% 45.1% 54.9% MILLION +730 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EASTERN AFRICA
  33. 33. 34 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 6.71 13.2% +6.9% 54.1% 45.9% MILLION +433 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN AFRICA
  34. 34. 35 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 112.2 52.3% +7.4% 43.6% 56.4% MILLION +7.7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM WESTERN ASIA
  35. 35. 36 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 18.88 34.3% +1.9% 51.5% 48.5% MILLION +350 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CENTRAL ASIA
  36. 36. 37 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 202.0 13.5% +18.8% 28.2% 71.8% MILLION +32 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN ASIA
  37. 37. 38 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 164.0 31.1% +8.3% 56.3% 43.7% MILLION +13 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHEASTERN ASIA
  38. 38. 39 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 87.00 6.1% +11.1% 61.3% 38.7% MILLION +8.7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EASTERN ASIA
  39. 39. 40 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 16.07 46.8% +10.1% 58.5% 41.5% MILLION +1.5 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM OCEANIA
  40. 40. LOCAL MARKET DATA
  41. 41. 42 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 120.0 [N/A] +26.3% 64.2% 35.8% THOUSAND +25 THOUSAND ABKHAZIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ABKHAZIA
  42. 42. 43 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 700.0 2.8% +2.9% 22.9% 77.1% THOUSAND +20 THOUSAND AFGHANISTAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AFGHANISTAN
  43. 43. 44 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 15.0 [N/A] -6.3% 60.8% 39.2% THOUSAND -1,000 THE ÅLAND ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE ÅLAND ISLANDS
  44. 44. 45 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.30 53.2% +18.2% 42.1% 57.9% MILLION +200 THOUSAND ALBANIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ALBANIA
  45. 45. 46 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 7.70 23.8% +6.9% 44.7% 55.3% MILLION +500 THOUSAND ALGERIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ALGERIA
  46. 46. 47 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 13.0 30.8% +18.2% 59.4% 40.6% THOUSAND +2,000 AMERICAN SAMOA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AMERICAN SAMOA
  47. 47. 48 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 42.0 60.9% -8.7% 55.8% 44.2% THOUSAND -4,000 ANDORRA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANDORRA
  48. 48. 49 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 520.0 2.6% +4.0% 48.1% 51.9% THOUSAND +20 THOUSAND ANGOLA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANGOLA
  49. 49. 50 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 7,200 58.4% +14.3% 58.3% 41.7% +900 ANGUILLA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANGUILLA
  50. 50. 51 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 37.0 46.3% +12.1% 56.8% 43.2% THOUSAND +4,000 ANTIGUA & BARBUDA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANTIGUA & BARBUDA
  51. 51. 52 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 22.00 61.2% +4.8% 57.3% 42.7% MILLION +1.0 MILLION ARGENTINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ARGENTINA
  52. 52. 53 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.10 45.3% +14.6% 53.8% 46.2% MILLION +140 THOUSAND ARMENIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ARMENIA
  53. 53. 54 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 62.0 67.8% +14.8% 57.4% 42.6% THOUSAND +8,000 ARUBA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ARUBA
  54. 54. 55 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 13.00 60.6% +8.3% 58.6% 41.4% MILLION +1.0 MILLION AUSTRALIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AUSTRALIA
  55. 55. 56 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 3.00 37.9% -9.1% 53.3% 46.7% MILLION -300 THOUSAND AUSTRIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AUSTRIA
  56. 56. 57 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 3.80 47.0% +5.6% 37.8% 62.2% MILLION +200 THOUSAND AZERBAIJAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AZERBAIJAN
  57. 57. 58 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 140.0 43.1% +16.7% 59.4% 40.6% THOUSAND +20 THOUSAND BAHAMAS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE BAHAMAS
  58. 58. 59 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.00 68.2% +8.7% 42.6% 57.4% MILLION +80 THOUSAND BAHRAIN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BAHRAIN
  59. 59. 60 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 4.30 3.4% +13.2% 32.6% 67.4% MILLION +500 THOUSAND BANGLADESH THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BANGLADESH
  60. 60. 61 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 160.0 64.8% +14.3% 56.6% 43.4% THOUSAND +20 THOUSAND BARBADOS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BARBADOS
  61. 61. 62 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 3.60 45.0% +5.9% 62.9% 37.1% MILLION +200 THOUSAND BELARUS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BELARUS
  62. 62. 63 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 4.70 47.4% -7.8% 56.5% 43.5% MILLION -400 THOUSAND BELGIUM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BELGIUM
  63. 63. 64 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 110.0 36.3% +17.0% 55.2% 44.8% THOUSAND +16 THOUSAND BELIZE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BELIZE
  64. 64. 65 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 210.0 2.7% +10.5% 32.4% 67.6% THOUSAND +20 THOUSAND BENIN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BENIN
  65. 65. 66 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 36.0 67.7% +20.0% 58.3% 41.7% THOUSAND +6,000 BERMUDA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BERMUDA
  66. 66. 67 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 130.0 21.2% 0% 58.6% 41.4% THOUSAND [UNCHANGED] BHUTAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BHUTAN
  67. 67. 68 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.70 19.4% +6.3% 54.3% 45.7% MILLION +100 THOUSAND BOLIVIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BOLIVIA
  68. 68. 69 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 10.0 [N/A] 0% 54.4% 45.6% THOUSAND [UNCHANGED] BONAIRE, SINT EUSTATIUS & SABA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BONAIRE, SINT EUSTATIUS & SABA
  69. 69. 70 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.10 38.4% +10.0% 52.3% 47.7% MILLION +100 THOUSAND BOSNIA & HERZEGOVINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BOSNIA & HERZEGOVINA
  70. 70. 71 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 170.0 10.0% +6.3% 53.8% 46.2% THOUSAND +10 THOUSAND BOTSWANA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BOTSWANA
  71. 71. 72 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 110.0 62.5% +10.0% 58.9% 41.1% MILLION +10 MILLION BRAZIL O R D E M E P R O G R E S S O THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BRAZIL
  72. 72. 73 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 13.0 [N/A] +18.2% 54.3% 45.7% THOUSAND +2,000 THE BRITISH VIRGIN ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE BRITISH VIRGIN ISLANDS
  73. 73. 74 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 300.0 84.2% +15.4% 55.2% 44.8% THOUSAND +40 THOUSAND BRUNEI DARUSSALAM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BRUNEI DARUSSALAM
  74. 74. 75 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.70 28.2% -5.6% 54.3% 45.7% MILLION -100 THOUSAND BULGARIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BULGARIA
  75. 75. 76 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 180.0 1.4% 0% 27.4% 72.6% THOUSAND [UNCHANGED] BURKINA FASO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BURKINA FASO
  76. 76. 77 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 64.0 0.9% -9.9% 37.5% 62.5% THOUSAND -7,000 BURUNDI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BURUNDI
  77. 77. 78 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 100.0 23.5% +7.5% 50.0% 50.0% THOUSAND +7,000 CABO VERDE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CABO VERDE
  78. 78. 79 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 2.00 16.2% +17.6% 56.7% 43.3% MILLION +300 THOUSAND CAMBODIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CAMBODIA
  79. 79. 80 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 630.0 3.7% +5.0% 41.9% 58.1% THOUSAND +30 THOUSAND CAMEROON THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CAMEROON
  80. 80. 81 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 18.00 54.8% +20.0% 56.8% 43.2% MILLION +3.0 MILLION CANADA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CANADA
  81. 81. 82 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 44.0 78.2% +18.9% 55.8% 44.2% THOUSAND +7,000 THE CAYMAN ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE CAYMAN ISLANDS
  82. 82. 83 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 8,900 0.3% -19.1% 29.5% 70.5% -2,100 THE CENTRAL AFRICAN REPUBLIC THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE CENTRAL AFRICAN REPUBLIC
  83. 83. 84 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 62.0 0.6% +14.8% 24.2% 75.8% THOUSAND +8,000 CHAD THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHAD
  84. 84. 85 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 11.00 68.6% +10.0% 55.0% 45.0% MILLION +1.0 MILLION CHILE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHILE
  85. 85. 86 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 3.40 0.3% +6.3% 47.1% 52.9% MILLION +200 THOUSAND CHINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHINA
  86. 86. 87 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 800 [N/A] +33.3% 50.0% 50.0% +200 CHRISTMAS ISLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHRISTMAS ISLAND
  87. 87. 88 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 18.00 43.3% +12.5% 57.2% 42.8% MILLION +2.0 MILLION COLOMBIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM COLOMBIA
  88. 88. 89 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 24.0 4.1% +9.1% 37.2% 62.8% THOUSAND +2,000 COMOROS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM COMOROS
  89. 89. 90 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 550.0 1.0% +5.8% 36.4% 63.6% THOUSAND +30 THOUSAND THE DEMOCRATIC REPUBLIC OF THE CONGO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE DEMOCRATIC REPUBLIC OF THE CONGO
  90. 90. 91 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 120.0 3.3% +9.1% 39.1% 60.9% THOUSAND +10 THOUSAND THE REPUBLIC OF THE CONGO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE REPUBLIC OF THE CONGO
  91. 91. 92 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 4,200 28.5% +10.5% 61.9% 38.1% +400 THE COOK ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE COOK ISLANDS
  92. 92. 93 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 2.10 49.8% +10.5% 55.6% 44.4% MILLION +200 THOUSAND COSTA RICA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM COSTA RICA
  93. 93. 94 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 970.0 5.7% +4.3% 35.8% 64.2% THOUSAND +40 THOUSAND CÔTE D’IVOIRE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CÔTE D’IVOIRE
  94. 94. 95 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.40 39.2% -6.7% 54.0% 46.0% MILLION -100 THOUSAND CROATIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CROATIA
  95. 95. 96 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 63.0 45.2% -1.6% 57.1% 42.9% THOUSAND -1,000 CURAÇAO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CURAÇAO
  96. 96. 97 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 770.0 73.9% 0% 51.9% 48.1% THOUSAND [UNCHANGED] CYPRUS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CYPRUS
  97. 97. 98 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 3.10 33.5% -13.9% 54.8% 45.2% MILLION -500 THOUSAND CZECHIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CZECHIA
  98. 98. 99 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 2.30 46.0% -20.7% 59.1% 40.9% MILLION -600 THOUSAND DENMARK THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM DENMARK
  99. 99. 100 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 40.0 5.3% +5.3% 43.9% 56.1% THOUSAND +2,000 DJIBOUTI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM DJIBOUTI
  100. 100. 101 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 20.0 34.0% +11.1% 52.1% 47.9% THOUSAND +2,000 DOMINICA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM DOMINICA
  101. 101. 102 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 4.20 50.3% +7.7% 54.8% 45.2% MILLION +300 THOUSAND THE DOMINICAN REPUBLIC THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE DOMINICAN REPUBLIC
  102. 102. 103 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 5.90 43.3% +7.3% 55.9% 44.1% MILLION +400 THOUSAND ECUADOR THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ECUADOR
  103. 103. 104 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 16.00 22.0% +6.7% 45.3% 54.7% MILLION +1.0 MILLION EGYPT THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EGYPT
  104. 104. 105 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1.50 29.8% +7.1% 53.6% 46.4% MILLION +100 THOUSAND EL SALVADOR THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EL SALVADOR
  105. 105. 106 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 42.0 4.3% +5.0% 40.5% 59.5% THOUSAND +2,000 EQUATORIAL GUINEA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EQUATORIAL GUINEA
  106. 106. 107 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 1,800 0.08% +28.6% 33.3% 66.7% +400 ERITREA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ERITREA
  107. 107. 108 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 480.0 42.2% -4.0% 59.6% 40.4% THOUSAND -20 THOUSAND ESTONIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ESTONIA
  108. 108. 109 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 59.0 7.4% +3.5% 54.2% 45.8% THOUSAND +2,000 ESWATINI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ESWATINI
  109. 109. 110 JUL 2021 SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. POTENTIAL AUDIENCE* THAT FACEBOOK REPORTS CAN BE REACHED USING ADVERTS ON INSTAGRAM INSTAGRAM’S POTENTIAL ADVERTISING AUDIENCE COMPARED TO THE TOTAL POPULATION AGED 13+ QUARTER-ON- QUARTER CHANGE IN INSTAGRAM’S ADVERTISING REACH PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS FEMALE* PERCENTAGE OF ITS AD AUDIENCE THAT INSTAGRAM REPORTS IS MALE* 580.0 0.8% +9.4% 46.6% 53.4% THOUSAND +50 THOUSAND ETHIOPIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ETHIOPIA
  • ssusere82ed11

    Oct. 2, 2021
  • saitejagoski

    Sep. 7, 2021
  • B4Mango

    Sep. 5, 2021

The latest insights into Instagram adoption and use around the world in July 2021. Find similar reports for a variety of other social platforms, together with in-depth data exploring digital behaviours in every country in the world, at https://datareportal.com/

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