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Digital 2021: Essential Instagram Stats for October 2021 v01

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Digital 2021: Essential Instagram Stats for October 2021 v01

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This presentation contains DataReportal’s update on Instagram adoption and use around the world in October 2021, including the number of Instagram users by country, and insights into Instagram’s audience demographics (i.e. Instagram users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

This presentation contains DataReportal’s update on Instagram adoption and use around the world in October 2021, including the number of Instagram users by country, and insights into Instagram’s audience demographics (i.e. Instagram users by age and gender). Find similar reports for other top social platforms – and loads more great insights – at https://datareportal.com/social-media-platforms

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Digital 2021: Essential Instagram Stats for October 2021 v01

  1. 1. INSTAGRAM STATS FOR OCTOBER 2021 THE LATEST DATA FOR INSTAGRAM ADOPTION AND USE IN MORE THAN 230 COUNTRIES AND TERRITORIES AROUND THE WORLD
  2. 2. 3 REPORT CONTENTS GLOBAL HEADLINES AND BENCHMARKS HEADLINE DATA FOR WORLD REGIONS DATA FOR UN GEOSCHEME REGIONS LOCAL DATA FOR 230+ COUNTRIES FURTHER INFORMATION
  3. 3. ! 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
  4. 4. 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
  5. 5. 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
  6. 6. GLOBAL HEADLINES
  7. 7. 8 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 22.7% +0.5% 48.4% 51.6% BILLION +7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
  8. 8. 9 OCT 2021 3.7% 13.1% 14.8% 8.3% 4.5% 2.3% 1.3% 4.3% 17.9% 16.4% 7.6% 3.4% 1.6% 0.9% FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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
  9. 9. 10 OCT 2021 SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES. FACEBOOK RECENTLY INCREASED THE PRECISION OF THE FIGURES REPORTED IN ITS SELF-SERVICE ADVERTISING TOOLS, WHICH MAY HAVE RESULTED IN CHANGES IN REPORTED VALUES, EVEN IF THERE HAS BEEN NO ACTUAL CHANGE IN UNDERLYING ADVERTISING REACH. # COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ 11 ITALY 26,300,000 +5.2% 12 FRANCE 24,100,000 +0.4% 13 ARGENTINA 22,800,000 +3.6% 14 SPAIN 21,600,000 +2.9% 15 PHILIPPINES 18,800,000 +4.4% 16 SOUTH KOREA 18,600,000 -7.0% 17 THAILAND 17,200,000 -9.5% 18 COLOMBIA 17,100,000 -5.0% 19 EGYPT 16,100,000 +0.6% 20 SAUDI ARABIA 15,900,000 -0.6% 01 INDIA 201,100,000 +11.7% 02 U.S.A. 157,100,000 -7.6% 03 BRAZIL 114,900,000 +4.5% 04 INDONESIA 94,200,000 +1.3% 05 RUSSIA 60,100,000 -1.5% 06 TURKEY 49,000,000 -2.0% 07 JAPAN 48,700,000 +1.5% 08 MEXICO 36,300,000 -1.9% 09 U.K. 28,200,000 -2.8% 10 GERMANY 27,700,000 +2.6% COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES INSTAGRAM AD REACH RANKING
  10. 10. 11 OCT 2021 SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED OCT 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 vs. POP. 13+ TOTAL REACH QOQ CHANGE # COUNTRY OR TERRITORY REACH vs. POP. 13+ TOTAL REACH QOQ CHANGE 11 ARUBA 68.7% 62,900 +1.5% 12 PANAMA 67.9% 2,300,000 0% 13 BAHRAIN 67.8% 1,000,000 0% 14 BERMUDA 66.8% 35,500 -1.4% 15 URUGUAY 66.1% 1,900,000 0% 16 CHILE 66.1% 10,600,000 -3.6% 17 BRAZIL 65.2% 114,900,000 +4.5% 18 ANDORRA 65.1% 44,900 +6.9% 19 KYRGYZSTAN 63.7% 3,000,000 +7.1% 20 ARGENTINA 63.3% 22,800,000 +3.6% 01 BRUNEI 92.0% 328,600 +9.5% 02 GUAM 79.2% 107,300 -2.5% 03 CAYMAN IS. 78.8% 44,500 +1.1% 04 KAZAKHSTAN 76.6% 10,800,000 -1.8% 05 ICELAND 75.5% 216,700 -1.5% 06 MONTENEGRO 74.5% 395,400 +9.8% 07 BARBADOS 73.4% 181,300 +13.3% 08 TURKEY 72.4% 49,000,000 -2.0% 09 KUWAIT 70.7% 2,500,000 -3.8% 10 CYPRUS 69.8% 728,500 -5.4% COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+ ELIGIBLE AUDIENCE REACH RATE RANKING: INSTAGRAM
  11. 11. 12 OCT 2021 SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 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 +1.69% 1.6 62.7% 16.3% 21.0% AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
  12. 12. 13 OCT 2021 SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 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 0.83% 0.81% 0.61% 1.08% AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM ENGAGEMENT BENCHMARKS
  13. 13. 14 OCT 2021 SOURCE: LOCOWISE (OCT 2021). FIGURES REPRESENT AVERAGES FOR Q3 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 1.11% 0.93% 0.76% COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS
  14. 14. GLOBAL REGIONS
  15. 15. 16 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 74.21 8.3% +5.4% 43.8% 56.2% MILLION +3.8 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AFRICA
  16. 16. 17 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 421.8 50.3% -2.4% 55.9% 44.1% MILLION -10 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE AMERICAS
  17. 17. 18 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 505.0 14.5% +3.5% 40.9% 59.1% MILLION +17 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ASIA-PACIFIC
  18. 18. 19 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 338.2 46.5% -0.7% 52.4% 47.6% MILLION -2.2 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EUROPE
  19. 19. 20 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 53.93 27.1% -2.2% 40.0% 60.0% MILLION -1.2 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE MIDDLE EAST
  20. 20. UN GEOSCHEME REGIONS
  21. 21. 22 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 172.0 54.8% -8.6% 55.2% 44.8% MILLION -16 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM NORTHERN AMERICA
  22. 22. 23 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 47.98 34.3% -0.2% 54.1% 45.9% MILLION -105 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CENTRAL AMERICA
  23. 23. 24 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 9.46 27.2% +6.4% 53.3% 46.7% MILLION +572 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE CARIBBEAN
  24. 24. 25 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 192.4 54.9% +2.8% 57.1% 42.9% MILLION +5.2 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN AMERICA
  25. 25. 26 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 70.20 41.2% +0.4% 50.7% 49.3% MILLION +297 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM WESTERN EUROPE
  26. 26. 27 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 44.49 49.1% -3.0% 56.1% 43.9% MILLION -1.4 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM NORTHERN EUROPE
  27. 27. 28 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 66.04 48.6% +2.8% 51.4% 48.6% MILLION +1.8 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN EUROPE
  28. 28. 29 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 101.4 40.7% -1.9% 57.6% 42.4% MILLION -2.0 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EASTERN EUROPE
  29. 29. 30 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 38.65 21.6% +4.6% 44.3% 55.7% MILLION +1.7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM NORTHERN AFRICA
  30. 30. 31 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 15.63 6.1% +4.5% 39.9% 60.1% MILLION +675 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM WESTERN AFRICA
  31. 31. 32 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 2.17 1.9% +5.2% 39.9% 60.1% MILLION +106 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM MIDDLE AFRICA
  32. 32. 33 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 10.40 3.6% +6.6% 42.7% 57.3% MILLION +640 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EASTERN AFRICA
  33. 33. 34 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 7.37 14.5% +9.9% 52.6% 47.4% MILLION +667 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN AFRICA
  34. 34. 35 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 110.1 51.2% -1.9% 41.8% 58.2% MILLION -2.1 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM WESTERN ASIA
  35. 35. 36 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 19.62 35.6% +3.9% 48.4% 51.6% MILLION +744 THOUSAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CENTRAL ASIA
  36. 36. 37 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 223.9 14.9% +10.8% 26.4% 73.6% MILLION +22 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHERN ASIA
  37. 37. 38 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 162.9 30.8% -0.7% 53.0% 47.0% MILLION -1.1 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM SOUTHEASTERN ASIA
  38. 38. 39 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 84.21 5.9% -3.2% 51.8% 48.2% MILLION -2.8 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EASTERN ASIA
  39. 39. 40 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 14.42 41.9% -10.3% 60.8% 39.2% MILLION -1.7 MILLION THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM OCEANIA
  40. 40. LOCAL MARKET DATA
  41. 41. 42 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 101.2 [N/A] -15.7% 60.2% 39.8% THOUSAND -19 THOUSAND ABKHAZIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ABKHAZIA
  42. 42. 43 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 691.4 2.7% -1.2% 22.6% 77.4% THOUSAND -8,600 AFGHANISTAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AFGHANISTAN
  43. 43. 44 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 13.2 [N/A] -12.0% 58.5% 41.5% THOUSAND -1,800 THE ÅLAND ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE ÅLAND ISLANDS
  44. 44. 45 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 1.20 49.1% -7.7% 41.4% 58.6% MILLION -100 THOUSAND ALBANIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ALBANIA
  45. 45. 46 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 8.50 26.2% +10.4% 42.0% 58.0% MILLION +800 THOUSAND ALGERIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ALGERIA
  46. 46. 47 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 13.3 31.5% +2.3% 55.6% 44.4% THOUSAND +300 AMERICAN SAMOA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AMERICAN SAMOA
  47. 47. 48 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 44.9 65.1% +6.9% 51.7% 48.3% THOUSAND +2,900 ANDORRA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANDORRA
  48. 48. 49 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 545.8 2.7% +5.0% 48.2% 51.8% THOUSAND +26 THOUSAND ANGOLA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANGOLA
  49. 49. 50 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 7,000 56.7% -2.8% 52.9% 47.1% -200 ANGUILLA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANGUILLA
  50. 50. 51 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 37.3 46.6% +0.8% 55.8% 44.2% THOUSAND +300 ANTIGUA & BARBUDA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ANTIGUA & BARBUDA
  51. 51. 52 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 22.80 63.3% +3.6% 54.9% 45.1% MILLION +800 THOUSAND ARGENTINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ARGENTINA
  52. 52. 53 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 41.2% -9.1% 50.9% 49.1% MILLION -100 THOUSAND ARMENIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ARMENIA
  53. 53. 54 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 62.9 68.7% +1.5% 51.0% 49.0% THOUSAND +900 ARUBA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ARUBA
  54. 54. 55 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 11.80 54.9% -9.2% 61.8% 38.2% MILLION -1.2 MILLION AUSTRALIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AUSTRALIA
  55. 55. 56 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 2.90 36.6% -3.3% 50.0% 50.0% MILLION -100 THOUSAND AUSTRIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AUSTRIA
  56. 56. 57 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 4.00 49.3% +5.3% 37.8% 62.2% MILLION +200 THOUSAND AZERBAIJAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM AZERBAIJAN
  57. 57. 58 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 138.2 42.5% -1.3% 52.5% 47.5% THOUSAND -1,800 BAHAMAS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE BAHAMAS
  58. 58. 59 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 67.8% 0% 33.7% 66.3% MILLION [UNCHANGED] BAHRAIN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BAHRAIN
  59. 59. 60 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 4.60 3.6% +7.0% 31.1% 68.9% MILLION +300 THOUSAND BANGLADESH THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BANGLADESH
  60. 60. 61 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 181.3 73.4% +13.3% 59.4% 40.6% THOUSAND +21 THOUSAND BARBADOS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BARBADOS
  61. 61. 62 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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% 0% 61.8% 38.2% MILLION [UNCHANGED] BELARUS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BELARUS
  62. 62. 63 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 43.3% -8.5% 52.4% 47.6% MILLION -400 THOUSAND BELGIUM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BELGIUM
  63. 63. 64 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 114.0 37.5% +3.6% 54.4% 45.6% THOUSAND +4,000 BELIZE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BELIZE
  64. 64. 65 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 207.1 2.6% -1.4% 32.3% 67.7% THOUSAND -2,900 BENIN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BENIN
  65. 65. 66 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 35.5 66.8% -1.4% 55.0% 45.0% THOUSAND -500 BERMUDA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BERMUDA
  66. 66. 67 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 146.7 23.8% +12.8% 56.6% 43.4% THOUSAND +17 THOUSAND BHUTAN THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BHUTAN
  67. 67. 68 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 1.90 21.6% +11.8% 51.4% 48.6% MILLION +200 THOUSAND BOLIVIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BOLIVIA
  68. 68. 69 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 10.2 [N/A] +2.0% 54.2% 45.8% THOUSAND +200 BONAIRE, SINT EUSTATIUS & SABA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BONAIRE, SINT EUSTATIUS & SABA
  69. 69. 70 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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% 0% 48.2% 51.8% MILLION [UNCHANGED] BOSNIA & HERZEGOVINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BOSNIA & HERZEGOVINA
  70. 70. 71 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 188.6 11.1% +10.9% 52.3% 47.7% THOUSAND +19 THOUSAND BOTSWANA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BOTSWANA
  71. 71. 72 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 114.9 65.2% +4.5% 58.2% 41.8% MILLION +4.9 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
  72. 72. 73 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 12.1 [N/A] -6.9% 53.2% 46.8% THOUSAND -900 THE BRITISH VIRGIN ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE BRITISH VIRGIN ISLANDS
  73. 73. 74 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 328.6 92.0% +9.5% 49.4% 50.6% THOUSAND +29 THOUSAND BRUNEI DARUSSALAM THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BRUNEI DARUSSALAM
  74. 74. 75 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 24.9% -11.8% 52.4% 47.6% MILLION -200 THOUSAND BULGARIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BULGARIA
  75. 75. 76 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 197.0 1.5% +9.4% 24.7% 75.3% THOUSAND +17 THOUSAND BURKINA FASO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BURKINA FASO
  76. 76. 77 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 68.6 0.9% +7.2% 35.4% 64.6% THOUSAND +4,600 BURUNDI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM BURUNDI
  77. 77. 78 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 105.7 24.8% +5.7% 49.9% 50.1% THOUSAND +5,700 CABO VERDE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CABO VERDE
  78. 78. 79 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 16.9% +5.0% 57.1% 42.9% MILLION +100 THOUSAND CAMBODIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CAMBODIA
  79. 79. 80 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 651.5 3.8% +3.4% 38.7% 61.3% THOUSAND +22 THOUSAND CAMEROON THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CAMEROON
  80. 80. 81 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 14.80 44.9% -17.8% 55.2% 44.8% MILLION -3.2 MILLION CANADA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CANADA
  81. 81. 82 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 44.5 78.8% +1.1% 53.8% 46.2% THOUSAND +500 THE CAYMAN ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE CAYMAN ISLANDS
  82. 82. 83 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 10.8 0.4% +21.3% 26.6% 73.4% THOUSAND +1,900 THE CENTRAL AFRICAN REPUBLIC THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE CENTRAL AFRICAN REPUBLIC
  83. 83. 84 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 62.2 0.6% +0.3% 20.8% 79.2% THOUSAND +200 CHAD THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHAD
  84. 84. 85 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 10.60 66.1% -3.6% 55.9% 44.1% MILLION -400 THOUSAND CHILE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHILE
  85. 85. 86 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 0.3% +5.9% 42.4% 57.6% MILLION +200 THOUSAND CHINA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHINA
  86. 86. 87 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 [N/A] -12.5% 42.9% 57.1% -100 CHRISTMAS ISLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CHRISTMAS ISLAND
  87. 87. 88 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 17.10 41.1% -5.0% 56.6% 43.4% MILLION -900 THOUSAND COLOMBIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM COLOMBIA
  88. 88. 89 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 25.6 4.4% +6.7% 35.4% 64.6% THOUSAND +1,600 COMOROS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM COMOROS
  89. 89. 90 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 590.2 1.1% +7.3% 35.3% 64.7% THOUSAND +40 THOUSAND THE DEMOCRATIC REPUBLIC OF THE CONGO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE DEMOCRATIC REPUBLIC OF THE CONGO
  90. 90. 91 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 124.9 3.4% +4.1% 37.0% 63.0% THOUSAND +4,900 THE REPUBLIC OF THE CONGO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE REPUBLIC OF THE CONGO
  91. 91. 92 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 4,400 29.9% +4.8% 61.4% 38.6% +200 THE COOK ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE COOK ISLANDS
  92. 92. 93 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 49.7% 0% 55.5% 44.5% MILLION [UNCHANGED] COSTA RICA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM COSTA RICA
  93. 93. 94 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 987.4 5.7% +1.8% 36.2% 63.8% THOUSAND +17 THOUSAND CÔTE D'IVOIRE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CÔTE D'IVOIRE
  94. 94. 95 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 1.20 33.6% -14.3% 52.8% 47.2% MILLION -200 THOUSAND CROATIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CROATIA
  95. 95. 96 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 58.2 41.7% -7.6% 56.9% 43.1% THOUSAND -4,800 CURAÇAO THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CURAÇAO
  96. 96. 97 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 728.5 69.8% -5.4% 49.7% 50.3% THOUSAND -42 THOUSAND CYPRUS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CYPRUS
  97. 97. 98 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 2.90 31.3% -6.5% 53.6% 46.4% MILLION -200 THOUSAND CZECHIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM CZECHIA
  98. 98. 99 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 45.9% 0% 57.7% 42.3% MILLION [UNCHANGED] DENMARK THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM DENMARK
  99. 99. 100 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 32.0 4.3% -20.0% 40.6% 59.4% THOUSAND -8,000 DJIBOUTI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM DJIBOUTI
  100. 100. 101 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 20.7 35.1% +3.5% 49.8% 50.2% THOUSAND +700 DOMINICA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM DOMINICA
  101. 101. 102 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 4.50 53.7% +7.1% 54.5% 45.5% MILLION +300 THOUSAND THE DOMINICAN REPUBLIC THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE DOMINICAN REPUBLIC
  102. 102. 103 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 6.20 45.3% +5.1% 54.1% 45.9% MILLION +300 THOUSAND ECUADOR THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ECUADOR
  103. 103. 104 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 16.10 22.1% +0.6% 44.7% 55.3% MILLION +100 THOUSAND EGYPT THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EGYPT
  104. 104. 105 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 1.60 31.8% +6.7% 51.5% 48.5% MILLION +100 THOUSAND EL SALVADOR THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EL SALVADOR
  105. 105. 106 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 42.8 4.4% +1.9% 38.4% 61.6% THOUSAND +800 EQUATORIAL GUINEA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM EQUATORIAL GUINEA
  106. 106. 107 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 2,800 0.1% +55.6% 32.1% 67.9% +1,000 ERITREA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ERITREA
  107. 107. 108 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 439.5 38.7% -8.4% 56.6% 43.4% THOUSAND -41 THOUSAND ESTONIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ESTONIA
  108. 108. 109 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 66.1 8.3% +12.0% 51.8% 48.2% THOUSAND +7,100 ESWATINI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ESWATINI
  109. 109. 110 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 639.3 0.8% +10.2% 42.9% 57.1% THOUSAND +59 THOUSAND ETHIOPIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM ETHIOPIA
  110. 110. 111 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 1,300 [N/A] -13.3% 46.2% 53.8% -200 THE FALKLAND ISLANDS (LAS MALVINAS) THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE FALKLAND ISLANDS (LAS MALVINAS)
  111. 111. 112 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 27.9 68.6% +3.3% 55.2% 44.8% THOUSAND +900 THE FAROE ISLANDS THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE FAROE ISLANDS
  112. 112. 113 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 189.4 28.0% +18.4% 48.9% 51.1% THOUSAND +29 THOUSAND FIJI THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM FIJI
  113. 113. 114 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 43.8% -4.5% 55.7% 44.3% MILLION -100 THOUSAND FINLAND THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM FINLAND
  114. 114. 115 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 24.10 43.4% +0.4% 53.5% 46.5% MILLION +100 THOUSAND FRANCE THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM FRANCE
  115. 115. 116 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 95.4 42.9% -3.6% 48.3% 51.7% THOUSAND -3,600 FRENCH GUIANA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM FRENCH GUIANA
  116. 116. 117 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 68.9 30.0% +6.0% 55.9% 44.1% THOUSAND +3,900 FRENCH POLYNESIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM FRENCH POLYNESIA
  117. 117. 118 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 130.7 8.6% +8.9% 45.4% 54.6% THOUSAND +11 THOUSAND GABON THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM GABON
  118. 118. 119 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 127.0 8.3% +5.8% 31.2% 68.8% THOUSAND +7,000 GAMBIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM THE GAMBIA
  119. 119. 120 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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 42.8% 0% 59.3% 40.7% MILLION [UNCHANGED] GEORGIA THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM GEORGIA
  120. 120. 121 OCT 2021 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (OCT 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* 27.70 37.6% +2.6% 47.6% 52.4% MILLION +700 THOUSAND GERMANY THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM GERMANY

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