Instagram audience in Ukraine.

Today, Instagram reaches 32.0% of Ukraine’s total population and 37.8% of the 18+ audience, making the platform a stable tool for both mass and niche communications. At the same time, only 3.2% of users are under 18, clearly positioning Instagram as an “adult” social network focused on more conscious content and brand consumption.

The core of the platform is formed by women aged 25–34, who account for 15.9%, followed by the 35–44 age group at 13.9%. For comparison, the share of men in these same age groups is 12.3% and 8.2% respectively. Even among users aged 45–54, Instagram maintains a noticeable presence: 9.5% among women versus 4.3% among men.

These figures confirm an obvious but often underestimated fact: Instagram is not only about youth and visuals. It is about a mature audience that makes decisions, purchases products, and interacts with brands on a regular basis.

The real question is this: do you still see Instagram as a supporting channel, or are you already building a full-fledged business strategy around it?

Data processed by Media Systems