Share of Instagram users in Ghana 2024, by age group

As of July 2024, there were over 2.3 million Instagram users in Ghana, accounting for close to seven percent of the country's population. Users between the ages of 25 and 34 years formed the largest group as they represented close to 40 percent of the overall usage, followed by people aged 18 to 24 years.

Men use Instagram the most

Like several countries in Africa, men account for the largest share of the Instagram user base in Ghana. Although the overall Instagram gender gap is not too wide in Ghana, the strongest difference is found among users aged 18 to 24 years. In July 2024, the male usage for this age group exceeded that of women by 6.1 percentage points, referring to over 139,000 people.

Instagram advertising across genders

Advertising firms could potentially reach men in Ghana on Instagram more than women. As of January 2024, 56 percent of the Instagram ad audience in the country were men while the remaining percentage were women. Nonetheless, the female audience grew from the past year, representing a slight shift in advertising targets. In real value, Instagram could potentially reach over two million people in Ghana.