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Digital 2022: Essential Instagram Stats for Q2 2022 v01

This presentation contains DataReportal’s update on Instagram adoption and use around the world in April 2022, 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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THE LATEST DATA FOR INSTAGRAM ADOPTION AND USE AROUND THE WORLD
INSTAGRAM Q2 2022
Digital 2022: Essential Instagram Stats for Q2 2022 v01
GLOBAL HEADLINES AND BENCHMARKS
HEADLINES FOR WORLD REGIONS
DATA FOR UN GEOSCHEME REGIONS
LOCAL DATA BY COUNTRY
FURTHER INFORMATION
REPORT CONTENTS
The “potential audience” figures shown in this report use data published in Meta’s advertising resources, and represent Instagram’s potential
advertising reach. Meta‘s tools publish audience data as a range (e.g. 25,000–30,000), and we use the mid-point of these published
ranges as the basis for our reporting. However, for various reasons, please note that these advertising audience reach figures may not match
Instagram’s monthly active user figures, and should not be treated as such. For example, individual user behaviours and legal restrictions
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 people 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. Furthermore, despite their best efforts, it’s unlikely that platforms will be
able to remove all “fake” accounts from their audience figures. As a result, it’s not uncommon for platforms’ advertising audience figures
to exceed figures for total population, for population by age, or for internet users. So, while it may seem surprising to see audience figures
that exceed the total eligible population or internet user base, these audience figures are not necessarily incorrect, and we’ve chosen to
publish them as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. Please also
note that changes in audience figures over time may be the result of corrections in Meta’s source data due to methodology revisions or the
removal of duplicate, fake, or ineligible accounts, and such changes may not necessarily represent a change in genuine user numbers.
IMPORTANT NOTES
!
!
Due to the ongoing conflict in Ukraine, Meta’s advertising resources have not published any audience data for the Russian Federation
since February 2022, which may impact various figures across the company’s platforms. For reference, in January 2022, Meta’s
tools reported that Facebook ads reached 8.6 million users in Russia, while Instagram ads reached 63.0 million users in the country.
However, due to Meta’s revised reporting, we are currently unable to include any figures for Russia in the ad audience data that
we report for Facebook, Instagram, or Messenger. This has also had a negative impact on the global figures that we report for
each of these platforms. Furthermore, in Q4 2021, Meta made some important changes to how its self-service tools report the
potential advertising reach of its platforms, including a move to publishing audience figures as a range instead of as an absolute
number. Our analysis suggests that Meta also revised its base data at this time, resulting in some important corrections to published
audience figures for Facebook and Messenger. As a result, we are currently unable to provide any figures for year-on-year
changes in these platforms’ audiences, and we advise readers not to compare the advertising audience figures for Facebook
and Messenger contained within this report with figures published for those platforms in previous reports. For more information,
please read our complete notes on data variance, potential mismatches, and curiosities: https://datareportal.com/notes-on-data.
IMPORTANT NOTES ON META’S AD REACH REPORTING
ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD
DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT
THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS
GLOBAL OVERVIEW REPORT
DIGITAL 2022
CLICK HERE TO READ OUR DIGITAL 2022
LOCAL COUNTRY HEADLINES REPORT, WITH
ESSENTIAL STATS FOR DIGITAL ADOPTION
IN EVERY COUNTRY AROUND THE WORLD
CLICK HERE TO READ OUR FLAGSHIP DIGITAL
2022 GLOBAL OVERVIEW REPORT, PACKED
WITH ALL THE NUMBERS YOU NEED TO MAKE
SENSE OF THE CURRENT STATE OF DIGITAL
EXPLORE OUR COMPLETE COLLECTION OF DIGITAL 2022 GLOBAL DATA

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Digital 2023 Federated States of Micronesia (February 2023) v01
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Digital 2023 Jersey (February 2023) v01
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Digital 2022: Essential Instagram Stats for Q2 2022 v01

  • 1. THE LATEST DATA FOR INSTAGRAM ADOPTION AND USE AROUND THE WORLD INSTAGRAM Q2 2022
  • 3. GLOBAL HEADLINES AND BENCHMARKS HEADLINES FOR WORLD REGIONS DATA FOR UN GEOSCHEME REGIONS LOCAL DATA BY COUNTRY FURTHER INFORMATION REPORT CONTENTS
  • 4. The “potential audience” figures shown in this report use data published in Meta’s advertising resources, and represent Instagram’s potential advertising reach. Meta‘s tools publish audience data as a range (e.g. 25,000–30,000), and we use the mid-point of these published ranges as the basis for our reporting. However, for various reasons, please note that these advertising audience reach figures may not match Instagram’s monthly active user figures, and should not be treated as such. For example, individual user behaviours and legal restrictions 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 people 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. Furthermore, despite their best efforts, it’s unlikely that platforms will be able to remove all “fake” accounts from their audience figures. As a result, it’s not uncommon for platforms’ advertising audience figures to exceed figures for total population, for population by age, or for internet users. So, while it may seem surprising to see audience figures that exceed the total eligible population or internet user base, these audience figures are not necessarily incorrect, and we’ve chosen to publish them as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments. Please also note that changes in audience figures over time may be the result of corrections in Meta’s source data due to methodology revisions or the removal of duplicate, fake, or ineligible accounts, and such changes may not necessarily represent a change in genuine user numbers. IMPORTANT NOTES !
  • 5. ! Due to the ongoing conflict in Ukraine, Meta’s advertising resources have not published any audience data for the Russian Federation since February 2022, which may impact various figures across the company’s platforms. For reference, in January 2022, Meta’s tools reported that Facebook ads reached 8.6 million users in Russia, while Instagram ads reached 63.0 million users in the country. However, due to Meta’s revised reporting, we are currently unable to include any figures for Russia in the ad audience data that we report for Facebook, Instagram, or Messenger. This has also had a negative impact on the global figures that we report for each of these platforms. Furthermore, in Q4 2021, Meta made some important changes to how its self-service tools report the potential advertising reach of its platforms, including a move to publishing audience figures as a range instead of as an absolute number. Our analysis suggests that Meta also revised its base data at this time, resulting in some important corrections to published audience figures for Facebook and Messenger. As a result, we are currently unable to provide any figures for year-on-year changes in these platforms’ audiences, and we advise readers not to compare the advertising audience figures for Facebook and Messenger contained within this report with figures published for those platforms in previous reports. For more information, please read our complete notes on data variance, potential mismatches, and curiosities: https://datareportal.com/notes-on-data. IMPORTANT NOTES ON META’S AD REACH REPORTING
  • 6. ESSENTIAL DATA FOR DIGITAL ADOPTION AND USE IN EVERY COUNTRY IN THE WORLD DIGITAL 2022 LOCAL COUNTRY HEADLINES REPORT THE ESSENTIAL GUIDE TO THE WORLD’S CONNECTED BEHAVIOURS GLOBAL OVERVIEW REPORT DIGITAL 2022 CLICK HERE TO READ OUR DIGITAL 2022 LOCAL COUNTRY HEADLINES REPORT, WITH ESSENTIAL STATS FOR DIGITAL ADOPTION IN EVERY COUNTRY AROUND THE WORLD CLICK HERE TO READ OUR FLAGSHIP DIGITAL 2022 GLOBAL OVERVIEW REPORT, PACKED WITH ALL THE NUMBERS YOU NEED TO MAKE SENSE OF THE CURRENT STATE OF DIGITAL EXPLORE OUR COMPLETE COLLECTION OF DIGITAL 2022 GLOBAL DATA
  • 7. DATAREPORTAL.COM/LIBRARY FIND THOUSANDS OF REPORTS EXPLORING DIGITAL TRENDS IN EVERY COUNTRY IN THE WORLD IN OUR FREE ONLINE LIBRARY:
  • 9. 9 29.0% 23.4% 48.1% 51.9% 1.45 18.3% -1.8%* +12.8%* BILLION -26 MILLION +165 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. *COMPARABILITY: SOURCE DATA FOR RUSSIA ARE CURRENTLY UNAVAILABLE. INSTAGRAM ADS REACHED 63 MILLION USERS IN RUSSIA IN JAN 2022, BUT THESE USERS DO NOT APPEAR IN CURRENT GLOBAL TOTALS. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM INSTAGRAM: GLOBAL ADVERTISING AUDIENCE APR 2022
  • 10. 10 0.97 1.08 1.16 1.22 1.29 1.39 1.39 1.48 1.45* +11.5% +7.1% +5.4% +5.4% +7.7% +0.5% +6.1% -1.8% APR JUL OCT JAN APR JUL OCT JAN APR 2020 2020 2020 2021 2021 2021 2021 2022 2022 SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTE: FIGURES AFTER JAN 2022 USE THE MIDPOINTS OF PUBLISHED RANGES; FIGURES FOR ALL OTHER DATES AS PUBLISHED IN META’S TOOLS. *COMPARABILITY: SOURCE DATA FOR RUSSIA ARE CURRENTLY UNAVAILABLE. INSTAGRAM ADS REACHED 63 MILLION USERS IN RUSSIA IN JAN 2022, BUT THESE USERS DO NOT APPEAR IN THE FIGURE FOR APR 2022. META ALSO SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES AFTER JAN 2022 ARE NOT COMPARABLE WITH FIGURES FOR PREVIOUS PERIODS, OR WITH DATA PUBLISHED IN OUR PREVIOUS REPORTS. GLOBAL OVERVIEW TOTAL POTENTIAL AUDIENCE REACH OF ADS ON INSTAGRAM (IN BILLIONS OF USERS), WITH RELATIVE GROWTH RATES OVER TIME INSTAGRAM ADVERTISING REACH APR 2022 DATAREPORTAL
  • 11. 11 4.0% 13.4% 14.6% 8.1% 4.3% 2.2% 1.2% 4.9% 16.8% 17.1% 7.7% 3.5% 1.5% 0.9% 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 FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCE: META’S ADVERTISING RESOURCES. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. META’S ADVERTISING RESOURCES ONLY PUBLISH GENDER DATA FOR “FEMALE” AND “MALE”. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE BY AGE GROUP AND GENDER INSTAGRAM: ADVERTISING AUDIENCE PROFILE APR 2022 DATAREPORTAL
  • 12. 12 11 FRANCE 26,450,000 47.4% 12 ARGENTINA 25,150,000 69.3% 13 SPAIN 23,400,000 56.8% 14 SOUTH KOREA 21,000,000 45.6% 15 PHILIPPINES 19,450,000 23.2% 16 THAILAND 19,250,000 31.8% 17 COLOMBIA 18,750,000 44.8% 18 CANADA 17,400,000 52.5% 19 EGYPT 16,450,000 22.3% 20 IRAQ 16,000,000 56.7% 01 INDIA 253,450,000 23.1% 02 U.S.A. 155,700,000 55.1% 03 BRAZIL 122,450,000 69.0% 04 INDONESIA 99,900,000 46.1% 05 TURKEY 54,400,000 79.7% 06 JAPAN 47,300,000 42.0% 07 MEXICO 39,250,000 38.2% 08 U.K. 32,200,000 55.5% 09 GERMANY 29,950,000 40.7% 10 ITALY 27,450,000 51.0% # LOCATION TOTAL REACH REACH vs. POP. 13+ # LOCATION TOTAL REACH REACH vs. POP. 13+ SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES INSTAGRAM AD REACH RANKING APR 2022
  • 13. 13 11 URUGUAY 71.1% 2,050,000 12 PANAMA 70.0% 2,400,000 13 KUWAIT 69.6% 2,500,000 14 ARGENTINA 69.3% 25,150,000 15 BARBADOS 69.1% 171,250 16 BRAZIL 69.0% 122,450,000 17 ANDORRA 68.2% 47,250 18 BAHRAIN 67.6% 1,009,400 19 U.A.E. 64.6% 5,650,000 20 ARUBA 64.1% 58,850 01 BRUNEI 85.7% 308,950 02 KAZAKHSTAN 81.4% 11,600,000 03 TURKEY 79.7% 54,400,000 04 CYPRUS 77.3% 812,000 05 CAYMAN ISLANDS 76.5% 43,450 06 GUAM 73.4% 100,050 07 CHILE 72.9% 11,750,000 08 ICELAND 72.4% 209,400 09 SWEDEN 71.7% 6,200,000 10 MONTENEGRO 71.3% 379,050 # LOCATION REACH vs. POP. 13+ TOTAL REACH # LOCATION REACH vs. POP. 13+ TOTAL REACH SOURCES: META’S ADVERTISING RESOURCES; U.N.; U.S. CENSUS BUREAU. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. FIGURES USE MIDPOINT OF PUBLISHED RANGES. COMPARABILITY: META HAS SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING, SO FIGURES SHOWN HERE MAY NOT BE DIRECTLY COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. GLOBAL OVERVIEW COUNTRIES AND TERRITORIES WHERE INSTAGRAM ADS REACH THE GREATEST SHARE OF THE POPULATION AGED 13+ INSTAGRAM ELIGIBLE AD REACH RATE RANKING APR 2022
  • 14. 14 47.8% 52.2% 50.4% 49.6% 50.1% 49.9% 45.0% 55.0% 58.0% 42.0% 1.40 1.04 762.1 686.9 197.4 BILLION BILLION MILLION MILLION MILLION POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN THE INSTAGRAM FEED POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN INSTAGRAM STORIES POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN THE INSTAGRAM EXPLORE TAB POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN INSTAGRAM REELS POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS IN INSTAGRAM SHOP FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. GLOBAL OVERVIEW THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH DIFFERENT KINDS OF AD PLACEMENT ON INSTAGRAM INSTAGRAM AD AUDIENCE BY PLACEMENT TYPE APR 2022
  • 15. 15 +1.25% 1.64 58.6% 21.5% 19.9% 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 SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GLOBAL OVERVIEW AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM BUSINESS ACCOUNT BENCHMARKS APR 2022
  • 16. 16 0.68% 0.70% 0.47% 0.85% AVERAGE INSTAGRAM ENGAGEMENT RATE FOR ALL POST TYPES AVERAGE INSTAGRAM ENGAGEMENT RATE FOR PHOTO POSTS AVERAGE INSTAGRAM ENGAGEMENT RATE FOR VIDEO POSTS AVERAGE INSTAGRAM ENGAGEMENT RATE FOR CAROUSEL POSTS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GLOBAL OVERVIEW AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM ENGAGEMENT BENCHMARKS APR 2022
  • 17. 17 1.27% 0.81% 0.58% AVERAGE INSTAGRAM ENGAGEMENT RATE: BUSINESS ACCOUNTS WITH FEWER THAN 10,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE: BUSINESS ACCOUNTS WITH 10,000 TO 100,000 FOLLOWERS AVERAGE INSTAGRAM ENGAGEMENT RATE: BUSINESS ACCOUNTS WITH MORE THAN 100,000 FOLLOWERS SOURCE: LOCOWISE. FIGURES REPRESENT AVERAGES BETWEEN 01 DECEMBER 2021 AND 28 FEBRUARY 2022. NOTES: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS ON A POST COMPARED WITH THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF INSTAGRAM BUSINESS ACCOUNT, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING. GLOBAL OVERVIEW AVERAGE ENGAGEMENT RATES FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS INSTAGRAM ENGAGEMENT RATES COMPARISON APR 2022
  • 19. 19 13.4% 8.3% 45.0% 55.0% 74.73 5.3% +3.5% +13.2% MILLION +2.6 MILLION +8.7 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM AFRICA APR 2022
  • 20. 20 52.1% 52.1% 55.3% 44.7% 440.2 42.5% +0.6% +16.2% MILLION +2.5 MILLION +62 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE AMERICAS APR 2022
  • 21. 21 21.8% 16.4% 41.5% 58.5% 575.5 13.1% +5.3% +32.9% MILLION +29 MILLION +143 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ASIA-PACIFIC APR 2022
  • 22. 22 40.2% 41.9% 52.1% 47.9% 305.4 35.8% -16.7% -14.7% MILLION -61 MILLION -53 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM EUROPE APR 2022
  • 23. 23 28.1% 27.7% 40.7% 59.3% 55.82 20.7% +2.0% +9.8% MILLION +1.1 MILLION +5.0 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE MIDDLE EAST APR 2022
  • 25. 25 50.2% 54.9% 55.2% 44.8% 173.2 46.5% -2.3% +11.7% MILLION -4.1 MILLION +18 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM NORTHERN AMERICA APR 2022
  • 26. 26 39.8% 36.2% 53.3% 46.7% 51.22 28.0% +3.4% +15.9% MILLION +1.7 MILLION +7.0 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CENTRAL AMERICA APR 2022
  • 27. 27 30.7% 26.1% 53.4% 46.6% 9.14 20.8% +1.7% +11.6% MILLION +149 THOUSAND +950 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE CARIBBEAN APR 2022
  • 28. 28 60.6% 58.5% 56.0% 44.0% 206.7 47.3% +2.4% +20.7% MILLION +4.8 MILLION +35 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM SOUTHERN AMERICA APR 2022
  • 29. 29 41.9% 45.3% 52.4% 47.6% 77.25 39.2% +0.1% +0.2% MILLION +107 THOUSAND +160 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM WESTERN EUROPE APR 2022
  • 30. 30 49.1% 56.3% 55.3% 44.7% 51.21 47.9% +1.1% -4.9% MILLION +534 THOUSAND -2.6 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM NORTHERN EUROPE APR 2022
  • 31. 31 52.4% 51.6% 52.6% 47.4% 70.20 45.7% +0.7% -1.1% MILLION +458 THOUSAND -777 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM SOUTHERN EUROPE APR 2022
  • 32. 32 17.9% 18.1% 56.3% 43.7% 44.97 15.4% -59.0% -56.2% MILLION -65 MILLION -58 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM EASTERN EUROPE APR 2022
  • 33. 33 24.8% 22.3% 45.8% 54.2% 40.38 15.9% +4.7% +17.9% MILLION +1.8 MILLION +6.1 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM NORTHERN AFRICA APR 2022
  • 34. 34 8.6% 5.9% 41.0% 59.0% 15.39 3.7% +3.6% +6.0% MILLION +529 THOUSAND +872 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM WESTERN AFRICA APR 2022
  • 35. 35 4.3% 1.8% 39.0% 61.0% 2.02 1.1% +0.06% +2.9% MILLION +1,200 +56 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM MIDDLE AFRICA APR 2022
  • 36. 36 8.2% 3.3% 44.1% 55.9% 9.94 2.1% +0.4% +10.2% MILLION +43 THOUSAND +918 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM EASTERN AFRICA APR 2022
  • 37. 37 15.0% 13.6% 51.7% 48.3% 6.99 10.1% +2.2% +11.5% MILLION +154 THOUSAND +722 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM SOUTHERN AFRICA APR 2022
  • 38. 38 55.5% 54.0% 43.3% 56.7% 117.6 40.9% +2.9% +12.6% MILLION +3.3 MILLION +13 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM WESTERN ASIA APR 2022
  • 39. 39 41.4% 37.7% 48.4% 51.6% 21.04 27.6% +0.9% +13.5% MILLION +194 THOUSAND +2.5 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CENTRAL ASIA APR 2022
  • 40. 40 30.8% 18.3% 28.0% 72.0% 277.9 14.0% +9.7% +63.4% MILLION +25 MILLION +108 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM SOUTHERN ASIA APR 2022
  • 41. 41 35.1% 32.5% 55.3% 44.7% 173.8 25.6% +1.4% +14.8% MILLION +2.3 MILLION +22 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM SOUTHEASTERN ASIA APR 2022
  • 42. 42 7.1% 6.1% 52.2% 47.8% 87.10 5.2% +2.3% +11.2% MILLION +1.9 MILLION +8.8 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM EASTERN ASIA APR 2022
  • 43. 43 49.0% 45.3% 54.9% 45.1% 15.74 36.1% +0.06% +7.8% MILLION +10 THOUSAND +1.1 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM OCEANIA APR 2022
  • 45. 45 72.0% [N/A] 62.6% 37.4% 107.6 43.7% +20.6% +13.3% THOUSAND +18 THOUSAND +13 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ABKHAZIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ABKHAZIA APR 2022
  • 46. 46 6.8% 2.4% 25.5% 74.5% 635.2 1.6% -0.4% -6.6% THOUSAND -2,850 -45 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AFGHANISTAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM AFGHANISTAN APR 2022
  • 47. 47 114.9% [N/A] 57.7% 42.3% 15.5 51.3% -2.8% -3.4% THOUSAND -450 -550 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ISLANDS THE ÅLAND THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE ÅLAND ISLANDS APR 2022
  • 48. 48 52.3% 49.1% 43.8% 56.2% 1.20 41.8% 0% +9.1% MILLION [UNCHANGED] +100 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ALBANIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ALBANIA APR 2022
  • 49. 49 32.0% 27.7% 45.1% 54.9% 9.10 20.1% +5.8% +26.4% MILLION +500 THOUSAND +1.9 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ALGERIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ALGERIA APR 2022
  • 50. 50 57.2% 32.5% 58.5% 41.5% 13.8 25.1% +7.0% +25.5% THOUSAND +900 +2,800 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. SAMOA AMERICAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM AMERICAN SAMOA APR 2022
  • 51. 51 66.6% 68.2% 52.7% 47.3% 47.3 61.0% +7.3% +2.7% THOUSAND +3,200 +1,250 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ANDORRA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ANDORRA APR 2022
  • 52. 52 4.1% 2.5% 46.0% 54.0% 516.8 1.5% +2.0% +3.4% THOUSAND +10 THOUSAND +17 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ANGOLA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ANGOLA APR 2022
  • 53. 53 56.4% 56.4% 53.2% 46.8% 7,000 46.1% +2.2% +11.1% +150 +700 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ANGUILLA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ANGUILLA APR 2022
  • 54. 54 50.6% 47.4% 55.2% 44.8% 38.2 38.5% +3.0% +15.8% THOUSAND +1,100 +5,200 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BARBUDA ANTIGUA & THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ANTIGUA & BARBUDA APR 2022
  • 55. 55 64.1% 69.3% 55.3% 44.7% 25.15 54.8% +1.8% +19.8% MILLION +450 THOUSAND +4.2 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ARGENTINA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ARGENTINA APR 2022
  • 56. 56 50.6% 47.2% 53.8% 46.2% 1.15 38.7% +4.5% +19.8% MILLION +50 THOUSAND +190 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ARMENIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ARMENIA APR 2022
  • 57. 57 56.3% 64.1% 54.8% 45.2% 58.9 54.7% +2.4% +9.0% THOUSAND +1,400 +4,850 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ARUBA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM ARUBA APR 2022
  • 58. 58 53.9% 58.9% 54.7% 45.3% 12.75 49.0% 0% +6.3% MILLION [UNCHANGED] +750 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AUSTRALIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM AUSTRALIA APR 2022
  • 59. 59 37.4% 39.8% 49.2% 50.8% 3.15 34.8% 0% -4.5% MILLION [UNCHANGED] -150 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AUSTRIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM AUSTRIA APR 2022
  • 60. 60 45.4% 48.4% 41.0% 59.0% 3.95 38.4% -2.5% +9.7% MILLION -100 THOUSAND +350 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AZERBAIJAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM AZERBAIJAN APR 2022
  • 61. 61 37.0% 39.1% 62.1% 37.9% 128.6 32.2% +0.5% +7.2% THOUSAND +650 +8,600 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BAHAMAS THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE BAHAMAS APR 2022
  • 62. 62 57.4% 67.6% 46.8% 53.2% 1.01 56.9% +0.6% +9.7% MILLION +6,150 +89 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BAHRAIN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BAHRAIN APR 2022
  • 63. 63 9.1% 3.8% 32.3% 67.7% 4.90 2.9% +10.1% +28.9% MILLION +450 THOUSAND +1.1 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BANGLADESH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BANGLADESH APR 2022
  • 64. 64 72.7% 69.1% 57.1% 42.9% 171.3 59.5% -0.2% +22.3% THOUSAND -350 +31 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BARBADOS THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BARBADOS APR 2022
  • 65. 65 44.8% 45.1% 61.1% 38.9% 3.60 38.2% -2.7% +5.9% MILLION -100 THOUSAND +200 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BELARUS THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BELARUS APR 2022
  • 66. 66 46.5% 51.2% 54.0% 46.0% 5.10 43.7% 0% 0% MILLION [UNCHANGED] [UNCHANGED] 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BELGIUM THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BELGIUM APR 2022
  • 67. 67 53.5% 36.1% 53.5% 46.5% 111.6 27.2% +3.2% +18.7% THOUSAND +3,500 +18 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BELIZE THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BELIZE APR 2022
  • 68. 68 5.1% 2.4% 35.7% 64.3% 188.7 1.5% +1.5% -0.7% THOUSAND +2,850 -1,300 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BENIN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BENIN APR 2022
  • 69. 69 52.3% 60.1% 57.0% 43.0% 31.9 51.5% -2.0% +6.3% THOUSAND -650 +1,900 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BERMUDA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BERMUDA APR 2022
  • 70. 70 37.0% 25.0% 55.8% 44.2% 155.7 19.8% +6.9% +19.8% THOUSAND +10 THOUSAND +26 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BHUTAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BHUTAN APR 2022
  • 71. 71 25.8% 20.8% 53.0% 47.0% 1.85 15.5% 0% +15.6% MILLION [UNCHANGED] +250 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BOLIVIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BOLIVIA APR 2022
  • 72. 72 49.3% [N/A] 54.5% 45.5% 10.8 40.4% +8.6% +7.5% THOUSAND +850 +750 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. EUSTATIUS & SABA BONAIRE, SINT THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BONAIRE, SINT EUSTATIUS & SABA APR 2022
  • 73. 73 43.9% 38.3% 51.3% 48.7% 1.10 33.8% -8.3% +10.0% MILLION -100 THOUSAND +100 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. HERZEGOVINA BOSNIA & THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BOSNIA & HERZEGOVINA APR 2022
  • 74. 74 11.5% 10.3% 55.0% 45.0% 179.2 7.4% +1.8% +12.0% THOUSAND +3,100 +19 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BOTSWANA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BOTSWANA APR 2022
  • 75. 75 70.0% 69.0% 56.7% 43.3% 122.5 57.0% +2.5% +22.5% MILLION +3.0 MILLION +22 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BRAZIL O R D E M E P R O G R E S S O THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BRAZIL APR 2022
  • 76. 76 52.4% 47.6% 53.5% 46.5% 12.5 40.7% +4.6% +13.2% THOUSAND +550 +1,450 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. VIRGIN ISLANDS THE BRITISH THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE BRITISH VIRGIN ISLANDS APR 2022
  • 77. 77 73.2% 85.7% 54.3% 45.7% 309.0 69.5% -3.4% +18.8% THOUSAND -11 THOUSAND +49 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. DARUSSALAM BRUNEI THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BRUNEI DARUSSALAM APR 2022
  • 78. 78 32.7% 29.1% 53.8% 46.2% 1.75 25.5% 0% -2.8% MILLION [UNCHANGED] -50 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BULGARIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BULGARIA APR 2022
  • 79. 79 2.7% 1.2% 26.0% 74.0% 167.5 0.8% -1.7% -6.9% THOUSAND -2,900 -13 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. FASO BURKINA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BURKINA FASO APR 2022
  • 80. 80 3.6% 0.9% 42.4% 57.6% 67.8 0.5% +4.0% -4.5% THOUSAND +2,600 -3,200 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. BURUNDI THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM BURUNDI APR 2022
  • 81. 81 29.9% 25.3% 49.1% 50.9% 109.3 19.3% +6.9% +17.5% THOUSAND +7,050 +16 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. VERDE CABO THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CABO VERDE APR 2022
  • 82. 82 15.2% 16.3% 56.2% 43.8% 2.05 12.0% 0% +20.6% MILLION [UNCHANGED] +350 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CAMBODIA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CAMBODIA APR 2022
  • 83. 83 5.6% 3.3% 38.8% 61.2% 587.9 2.1% -4.2% -2.0% THOUSAND -26 THOUSAND -12 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CAMEROON THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CAMEROON APR 2022
  • 84. 84 46.8% 52.5% 55.7% 44.3% 17.40 45.4% 0% +16.0% MILLION [UNCHANGED] +2.4 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CANADA THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CANADA APR 2022
  • 85. 85 79.9% 76.5% 44.9% 55.1% 43.5 64.8% +1.5% +17.4% THOUSAND +650 +6,450 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. ISLANDS THE CAYMAN THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE CAYMAN ISLANDS APR 2022
  • 86. 86 1.9% 0.3% 28.3% 71.7% 9,900 0.2% -2.0% -10.0% -200 -1,100 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. AFRICAN REPUBLIC THE CENTRAL THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM THE CENTRAL AFRICAN REPUBLIC APR 2022
  • 87. 87 2.2% 0.7% 20.5% 79.5% 73.9 0.4% +18.2% +36.9% THOUSAND +11 THOUSAND +20 THOUSAND 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CHAD THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CHAD APR 2022
  • 88. 88 66.4% 72.9% 53.0% 47.0% 11.75 61.1% +0.9% +17.5% MILLION +100 THOUSAND +1.8 MILLION 90 INSTAGRAM AD REACH vs. TOTAL INTERNET USERS INSTAGRAM AD REACH vs. POPULATION AGED 13+ FEMALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH MALE INSTAGRAM AD REACH vs. TOTAL INSTAGRAM AD REACH TOTAL POTENTIAL REACH OF ADS ON INSTAGRAM INSTAGRAM AD REACH vs. TOTAL POPULATION QUARTER-ON-QUARTER CHANGE IN INSTAGRAM AD REACH YEAR-ON-YEAR CHANGE IN INSTAGRAM AD REACH SOURCES: META’S ADVERTISING RESOURCES; KEPIOS ANALYSIS. ADVISORY: AUDIENCE FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, AND MAY NOT MATCH EQUIVALENT FIGURES FOR THE TOTAL ACTIVE USER BASE. FIGURES FOR REACH vs. POPULATION AND REACH vs. INTERNET USERS MAY EXCEED 100% DUE TO DUPLICATE AND FAKE ACCOUNTS, DELAYS IN DATA REPORTING, AND DIFFERENCES BETWEEN CENSUS COUNTS AND RESIDENT POPULATIONS. NOTES: FIGURES USE MIDPOINT OF PUBLISHED RANGES. REACH DATA ARE ONLY AVAILABLE FOR “FEMALE” AND “MALE” USERS. COMPARABILITY: META SIGNIFICANTLY REVISED ITS BASE DATA AND APPROACH TO AUDIENCE REPORTING IN Q4 2021, SO FIGURES SHOWN HERE MAY NOT BE COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS REPORTS. CHILE THE POTENTIAL AUDIENCE THAT MARKETERS CAN REACH WITH ADS ON INSTAGRAM CHILE APR 2022