What's Driving Instagram's Growth?
Instagram Stories.
Stories was a major growth driver in 2017, and even though this year's growth won't be as high as last year, the feature is still attracting new users to the platform.
"When Instagram stole Snapchat’s thunder and launched Instagram Stories in 2016, some thought its version would be yet another in a line of failed features that Facebook has rolled out. Instead, stories on Instagram took off," wrote Debra Aho Williamson, principal analyst at eMarketer in her report Marketing with Stories on Facebook, Instagram and Snapchat.
How Old Are Instagram Users?
For the most part, Instagram's user base skews younger, with millennials making up the largest share and representing nearly half of the platform's US user base this year.
It also skews female. Roughly 56% of female social network users will access Instagram in 2018, compared with 48.6% of male social network users.