What do we know about Instagram's target audience in 2025?
Instagram remains one of the most influential platforms in Sweden in 2025. Despite new social media platforms such as TikTok and BeReal, Instagram retains its strong position, especially among women and younger generations. Women make up the most engaged part of Instagram's audience and are therefore central when companies plan their Instagram strategy. However, other audiences are also present on the platform and can be reached with the right strategy.
Nearly two-thirds of Swedes use Instagram
In 2025, almost two thirds of Swedes have used Instagram. This makes the platform one of the most used social channels in the country. Just over half use Instagram weekly, while slightly less than half log in daily.
This means that Instagram is still the obvious choice for businesses looking to build brand, create engagement and reach out to both new and existing customers.
What are the trends over time?
At the population level, Instagram usage has remained stable between 2021 and 2025. The platform has found its place, but within certain groups we see changes.
Among millennials, usage has increased significantly since 2023, with the share of millennials using Instagram daily rising from 56 % to 65 %, an increase that shows the platform is still attracting young adults despite competition from new apps.
Even among the very youngest, the 10-year-olds, we see a cautious increase. Between 2023 and 2025, usage has gone up from 22 % to 29 %. The younger generation may use Instagram differently, often as a complement to Snapchat and TikTok, but they are there, meaning the platform still has a future among the next generation.
Women dominate on Instagram
A clear trend is that women use Instagram at a significantly higher rate than men. More than 7 in 10 women use Instagram, compared to just under 6 in 10 men.
Women born in the 2000s are the group that uses Instagram the most, even overtaking the 90s, who were previously in first place. After the 00s come women born in the 90s and 80s.
A whopping 57 % of women use Instagram every day, making them a key part of Instagram's target audience. It's also a group that is used to interacting with content, following brands and discovering new products via social media. For businesses, this means that women, especially younger generations, can be an important part of your Instagram strategy. By understanding their behaviour, interests and the types of posts that generate engagement, you can design a content plan that really hits the mark.
Why is it important to understand Instagram's target audience?
Understanding the target audiences of platforms can help companies prioritise their resources and decide which platforms are most relevant to focus on. If a large part of the target audience is female, it may be wise to focus more on Instagram than on other social media platforms that do not have the same user profile.
But Instagram is not only made up of women. Men, older generations and even younger people use the platform, and with the right strategy, these groups can be reached too. By analysing Instagram's entire audience, both the largest segments and the smaller ones, businesses can create a more balanced digital strategy and ensure that both the main target audience and secondary segments have the opportunity to interact with the brand.
How businesses should think about Instagram 2025
To succeed on Instagram 2025, it's important to always start with the target audience your business wants to reach.
Here are some keys to creating an effective Instagram strategy:
Starting from the target group
Analyse who is following the account, their age, gender, location and interests. Customise the content according to both the main target audience and the secondary segments that might be relevant.
Create value in every post
Ask yourself: What do followers get out of this? Inspiration, knowledge or entertainment? By creating content that engages all relevant audiences, you build both reach and relationships.
Actively use the video format
Reels and Stories continue to dominate Instagram. Short, authentic video content reaches both the main target audience and other audiences in an effective way.
Keep the visual expression together
Consistent imagery, colour palette and tone of voice strengthen the brand and make it easier for all audiences to recognise and relate to the content.
Build relationships, not just reach
The algorithms reward interaction. Respond to comments, use question stickers and be active in the dialogue with all segments of the target audience - both the largest and smaller groups.
Do you need help reaching your target audience on social media?
At Digitalpartner, we help businesses navigate social media every day. Contact us for more information on how we can use social media for the business benefit of your company.
Conclusion: Instagram's 2025 audience is stable
Instagram remains a central channel in the digital lives of Swedes. Women, particularly those aged 18-35, are the most engaged audience, with younger users starting to return as the platform adapts to their behaviours. For businesses, this means that Instagram 2025 is still a platform with huge potential, but only for those who truly understand their audience and use the insights strategically.
All statistics in the post come from the report Swedes and the Internet in 2025.
