Share of Instagram users Singapore 2023, by age and gender

As of December 2023, over 18 percent of the female Instagram users were between 25 to 34 years old, compared to only 1.9 percent who were older than 65 years. Instagram could therefore be considered as one of the most popular social networks for millennials in Singapore.

Instagram in general

The Facebook-owned social network counts about 1.21 billion active users worldwide. In Singapore, Instagram ranks third among the leading social media platforms . Compared to Facebook, Instagram is a more visual-based platform, originally designed as an online showroom for brands. Nowadays it provides the perfect environment for users to easily display their life to a larger audience and follow people/brands all over the world.

Social media in Singapore

Instagram has thus emerged as an important promotional platform for brands. In Singapore, brands could reach a target audience of up to 5.67 million people or about 86 percent of the population. Unlike traditional advertising channels such as in print media or television, social media advertising, especially Instagram, can be tailored to reach the intended audience. The private information that users share on the platform helps companies to address the right target group for their branding and advertising campaigns, therefore further enhancing their impact.