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/

1. INSTAGRAM STATS
FOR JULY 2021
THE LATEST DATA FOR INSTAGRAM ADOPTION AND USE IN MORE
THAN 230 COUNTRIES AND TERRITORIES AROUND THE WORLD

3. 3
REPORT CONTENTS
GLOBAL HEADLINES AND BENCHMARKS
HEADLINE DATA FOR WORLD REGIONS
DATA FOR UN GEOSCHEME REGIONS
LOCAL DATA FOR 230+ COUNTRIES
FURTHER INFORMATION

4. !
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

5. 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

6. 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

7. GLOBAL HEADLINES

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. GLOBAL REGIONS

16. 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

17. 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

18. 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

19. 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

20. 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

21. UN GEOSCHEME REGIONS

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

41. LOCAL MARKET DATA

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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

48. 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

49. 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

50. 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

51. 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

52. 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

53. 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

54. 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

55. 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

56. 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

57. 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

58. 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

59. 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

60. 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

61. 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

62. 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

63. 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

64. 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

65. 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

66. 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

67. 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

68. 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

69. 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

70. 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

71. 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

72. 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

73. 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

74. 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

75. 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

76. 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

77. 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

78. 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

79. 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

80. 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

81. 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

82. 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

83. 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

84. 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

85. 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

86. 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

87. 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

88. 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

89. 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

90. 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

91. 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

92. 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

93. 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

94. 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

95. 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

96. 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

97. 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

98. 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

99. 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

100. 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

101. 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

102. 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

103. 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

104. 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

105. 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

106. 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

107. 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

108. 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

109. 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

110. 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