The document provides insights into Instagram's adoption and usage statistics for July 2021 across over 230 countries. It details potential advertising audience figures, demographics, and engagement rates, noting that audience reach may not directly correspond to unique users due to multiple accounts and non-human entities. The report emphasizes that audience data from Facebook's tools may exceed actual population figures and provides benchmarks for Instagram business accounts.

1. INSTAGRAM STATS
FOR JULY 2021
THE LATEST DATA FOR INSTAGRAM ADOPTION AND USE IN MORE
THAN 230 COUNTRIES AND TERRITORIES AROUND THE WORLD

3. 3
REPORT CONTENTS
GLOBAL HEADLINES AND BENCHMARKS
HEADLINE DATA FOR WORLD REGIONS
DATA FOR UN GEOSCHEME REGIONS
LOCAL DATA FOR 230+ COUNTRIES
FURTHER INFORMATION

4. !
The ‘potential audience’ figures shown in this report use data published in Facebook’s self-service advertising tools,
and represent Instagram’s potential advertising reach. For various reasons, please note that these advertising
audience reach figures may not match the platform’s monthly active user figures, and should not be treated as
such. For example, individual user behaviours and the impact of US sanctions may mean that some active users are
not shown any advertising on the platform during a particular reporting period. Conversely, audience figures
may not represent unique individuals. This is because some individuals may manage multiple accounts on the
same platform, and because some accounts may represent ‘non-human’ entities such as businesses, pets, groups and
organisations, buildings, locations, and more, regardless of platform rules governing such accounts. As a result, it’s
not uncommon for platforms’ advertising audience figures to exceed the population figures for eligible age
groups published by organisations such as the United Nations, or to exceed the internet user figures that we publish
in some of our other reports. So, while it may seem surprising to see audience figures that exceed the total eligible
population or internet user base, these figures are not necessarily ‘wrong’, and we have chosen to publish audience
figures as they’re reported in the platform’s own tools, to enable readers to make their own inferences and judgments.
IMPORTANT NOTES

5. CLICK HERE TO READ OUR DIGITAL 2021
GLOBAL OVERVIEW REPORT, WITH MORE THAN
200 PAGES OF ESSENTIAL CHARTS
AND INSIGHTS FROM AROUND THE WORLD
CLICK HERE TO READ OUR DIGITAL 2021
LOCAL COUNTRY HEADLINES REPORT,
WITH ESSENTIAL DIGITAL OVERVIEWS
FOR EVERY COUNTRY IN THE WORLD
DIGITAL2021
THE LATEST INSIGHTS INTO HOW PEOPLE AROUND THE WORLD USE
THE INTERNET, SOCIAL MEDIA, MOBILE DEVICES, AND ECOMMERCE
GLOBAL OVERVIEW REPORT
DIGITAL2021
ESSENTIAL DIGITAL DATA FOR EVERY COUNTRY IN THE WORLD
LOCAL COUNTRY HEADLINES

6. GLOBAL OVERVIEW BOTSWANA DJIBOUTI GUINEA LESOTHO NETHERLANDS ST. KITTS & NEVIS TAJIKISTAN
DIGITAL YEARBOOK BRAZIL DOMINICA GUINEA-BISSAU LIBERIA NEW CALEDONIA ST. LUCIA TANZANIA
ABKHAZIA BRITISH VIRGIN IS. DOMINICAN REP. GUYANA LIBYA NEW ZEALAND ST. MARTIN THAILAND
AFGHANISTAN BRUNEI ECUADOR HAITI LIECHTENSTEIN NICARAGUA ST. PIERRE & MIQUELON TIMOR-LESTE
ÅLAND IS. BULGARIA EGYPT HONDURAS LITHUANIA NIGER ST. VINCENT & THE GRENADINES TOGO
ALBANIA BURKINA FASO EL SALVADOR HONG KONG LUXEMBOURG NIGERIA SAMOA TOKELAU
ALGERIA BURUNDI EQUATORIAL GUINEA HUNGARY MACAU NIUE SAN MARINO TONGA
AMERICAN SAMOA CABO VERDE ERITREA ICELAND MADAGASCAR NORFOLK IS. SÃO TOMÉ & PRÍNCIPE TRANSNISTRIA
ANDORRA CAMBODIA ESTONIA INDIA MALAWI NORTH MACEDONIA SAUDI ARABIA TRINIDAD & TOBAGO
ANGOLA CAMEROON ESWATINI INDONESIA MALAYSIA NORTHERN MARIANA IS. SENEGAL TUNISIA
ANGUILLA CANADA ETHIOPIA IRAN MALDIVES NORWAY SERBIA TURKEY
ANTIGUA & BARBUDA CAYMAN IS. FALKLAND IS. IRAQ MALI OMAN SEYCHELLES TURKMENISTAN
ARGENTINA CENTRAL AFRICAN REP. FAROE IS. IRELAND MALTA PAKISTAN SIERRA LEONE TURKS & CAICOS IS.
ARMENIA CHAD FIJI ISLE OF MAN MARSHALL IS. PALAU SINGAPORE TUVALU
ARUBA CHILE FINLAND ISRAEL MARTINIQUE PALESTINE ST. MAARTEN UGANDA
AUSTRALIA CHINA FRANCE ITALY MAURITANIA PANAMA SLOVAKIA UKRAINE
AUSTRIA CHRISTMAS IS. FRENCH GUIANA JAMAICA MAURITIUS PAPUA NEW GUINEA SLOVENIA U.A.E.
AZERBAIJAN COCOS (KEELING) IS. FRENCH POLYNESIA JAPAN MAYOTTE PARAGUAY SOLOMON IS. U.K.
BAHAMAS COLOMBIA GABON JERSEY MEXICO PERU SOMALIA U.S.A.
BAHRAIN COMOROS GAMBIA JORDAN MICRONESIA PHILIPPINES SOUTH AFRICA U.S. VIRGIN IS.
BANGLADESH DEM. REP. OF CONGO GEORGIA KAZAKHSTAN MOLDOVA PITCAIRN IS. SOUTH SUDAN URUGUAY
BARBADOS REP. OF CONGO GERMANY KENYA MONACO POLAND SPAIN UZBEKISTAN
BELARUS COOK IS. GHANA KIRIBATI MONGOLIA PORTUGAL SRI LANKA VANUATU
BELGIUM COSTA RICA GIBRALTAR NORTH KOREA MONTENEGRO PUERTO RICO SUDAN VATICAN
BELIZE CÔTE D’IVOIRE GREECE SOUTH KOREA MONTSERRAT QATAR SURINAME VENEZUELA
BENIN CROATIA GREENLAND KOSOVO MOROCCO RÉUNION SVALBARD & JAN MAYEN VIETNAM
BERMUDA CUBA GRENADA KUWAIT MOZAMBIQUE ROMANIA SWAZILAND WALLIS & FUTUNA
BHUTAN CURAÇAO GUADELOUPE KYRGYZSTAN MYANMAR RUSSIAN FEDERATION SWEDEN WESTERN SAHARA
BOLIVIA CYPRUS GUAM LAOS NAMIBIA RWANDA SWITZERLAND YEMEN
BONAIRE, ST. EUSTATIUS & SABA CZECHIA GUATEMALA LATVIA NAURU ST. BARTHÉLEMY SYRIA ZAMBIA
BOSNIA & HERZEGOVINA DENMARK GUERNSEY LEBANON NEPAL ST. HELENA TAIWAN ZIMBABWE
CLICK THE LINKS BELOW TO ACCESS OUR FULL SUITE OF GLOBAL DIGITAL REPORTS

7. GLOBAL HEADLINES

8. 8
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.39 22.6% +7.7% 51.4% 48.6%
BILLION +100 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW

9. 9
JUL
2021
3.7%
14.2%
15.7%
9.0%
4.7%
2.3%
1.3%
3.8%
15.7%
16.4%
7.3%
3.4%
1.5% 1.0%
FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE FEMALE MALE
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE U.N. AND THE U.S.
CENSUS BUREAU (JUL 2021).*NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT
INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
13 – 17
YEARS OLD
18 – 24
YEARS OLD
25 – 34
YEARS OLD
35 – 44
YEARS OLD
45 – 54
YEARS OLD
55 – 64
YEARS OLD
65+
YEARS OLD
SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*
PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE

10. 10
JUL
2021
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). NOTE: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY
ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ
01 INDIA 180,000,000 +20.0%
02 U.S.A. 170,000,000 +21.4%
03 BRAZIL 110,000,000 +10.0%
04 INDONESIA 93,000,000 +8.1%
05 RUSSIA 61,000,000 +7.0%
06 TURKEY 50,000,000 +6.4%
07 JAPAN 48,000,000 +6.7%
08 MEXICO 37,000,000 +8.8%
09 U.K. 29,000,000 -14.7%
10 GERMANY 27,000,000 -10.0%
11 ITALY 25,000,000 -10.7%
12 FRANCE 24,000,000 -7.7%
13 ARGENTINA 22,000,000 +4.8%
14 SPAIN 21,000,000 -12.5%
15 SOUTH KOREA 20,000,000 +17.6%
16 THAILAND 19,000,000 +11.8%
17= CANADA 18,000,000 +20.0%
17= COLOMBIA 18,000,000 +12.5%
17= PHILIPPINES 18,000,000 +5.9%
20= EGYPT 16,000,000 +6.7%
20= SAUDI ARABIA 16,000,000 +6.7%
22= IRAQ 15,000,000 +7.1%
22= MALAYSIA 15,000,000 +7.1%
22= UKRAINE 15,000,000 0%
COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES
INSTAGRAM AD REACH RANKING

11. 11
JUL
2021
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE
U.S. CENSUS BUREAU (JUL 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
#
COUNTRY OR
TERRITORY
REACH OF
POP. 13+
TOTAL
REACH
QOQ
CHANGE
11 BAHRAIN 68.2% 1,000,000 +8.7%
12 ARUBA 67.8% 62,000 +14.8%
13 MONTENEGRO 67.8% 360,000 +16.1%
14 BERMUDA 67.7% 36,000 +20.0%
15 URUGUAY 66.2% 1,900,000 +11.8%
16 BARBADOS 64.8% 160,000 +14.3%
17 ISRAEL 64.8% 4,300,000 +13.2%
18 BRAZIL 62.5% 110,000,000 +10.0%
19 U.A.E. 62.2% 5,400,000 +8.0%
20 NEW ZEALAND 61.7% 2,500,000 +19.0%
01 BRUNEI 84.2% 300,000 +15.4%
02 GUAM 81.4% 110,000 +32.5%
03 KAZAKHSTAN 78.2% 11,000,000 0%
04 CAYMAN IS. 78.2% 44,000 +18.9%
05 ICELAND 76.8% 220,000 0%
06 TURKEY 74.0% 50,000,000 +6.4%
07 CYPRUS 73.9% 770,000 0%
08 KUWAIT 73.7% 2,600,000 +8.3%
09 CHILE 68.6% 11,000,000 +10.0%
10 PANAMA 68.2% 2,300,000 +9.5%
COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+
ELIGIBLE AUDIENCE REACH RATE RANKING: INSTAGRAM

12. 12
JUL
2021
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS ACCOUNTS.
VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
AVERAGE MONTHLY
GROWTH IN
ACCOUNT FOLLOWERS
AVERAGE NUMBER
OF MAIN FEED
POSTS PER DAY
PHOTO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
VIDEO POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
CAROUSEL POSTS AS
A PERCENTAGE OF
ALL MAIN FEED POSTS
+1.71% 1.6 63.6% 16.9% 19.4%
AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM BUSINESS ACCOUNT BENCHMARKS

13. 13
JUL
2021
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT
ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER ENGAGEMENT RATES vs. THE AVERAGES CITED HERE.
AVERAGE
ENGAGEMENT RATE
FOR ALL POST TYPES
AVERAGE
ENGAGEMENT RATE
FOR PHOTO POSTS
AVERAGE
ENGAGEMENT RATE
FOR VIDEO POSTS
AVERAGE
ENGAGEMENT RATE
FOR CAROUSEL POSTS
0.82% 0.81% 0.61% 1.01%
AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS
INSTAGRAM ENGAGEMENT BENCHMARKS

14. 14
JUL
2021
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND COMMENTS
ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS ACCOUNTS ACROSS A
VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES.
>100K
10K-100K
<10K
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
10,000 – 100,000 FOLLOWERS
AVERAGE INSTAGRAM ENGAGEMENT
RATE*: BUSINESS ACCOUNTS WITH
MORE THAN 100,000 FOLLOWERS
1.18% 0.94% 0.73%
COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT NUMBERS OF FOLLOWERS
INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS

15. GLOBAL REGIONS

16. 16
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
70.42 8.0% +6.7% 45.5% 54.5%
MILLION +4.4 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
AFRICA

17. 17
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
432.2 51.6% +14.1% 57.6% 42.4%
MILLION +54 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE AMERICAS

18. 18
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
488.0 14.0% +12.7% 45.4% 54.6%
MILLION +55 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ASIA-PACIFIC

19. 19
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
340.5 46.8% -4.9% 54.8% 45.2%
MILLION -18 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
EUROPE

20. 20
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
55.12 27.8% +8.4% 43.0% 57.0%
MILLION +4.3 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE MIDDLE EAST

21. UN GEOSCHEME REGIONS

22. 22
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
188.1 60.0% +21.3% 57.7% 42.3%
MILLION +33 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NORTHERN AMERICA

23. 23
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
48.08 34.4% +8.8% 56.1% 43.9%
MILLION +3.9 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CENTRAL AMERICA

24. 24
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
8.89 25.6% +8.5% 54.7% 45.3%
MILLION +694 THOUSAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE CARIBBEAN

25. 25
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
187.2 53.5% +9.3% 58.0% 42.0%
MILLION +16 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTHERN AMERICA

26. 26
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
69.90 41.1% -9.3% 53.3% 46.7%
MILLION -7.2 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
WESTERN EUROPE

27. 27
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
45.86 50.7% -14.8% 58.2% 41.8%
MILLION -8.0 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NORTHERN EUROPE

28. 28
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
64.27 47.3% -9.4% 53.6% 46.4%
MILLION -6.7 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTHERN EUROPE

29. 29
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
103.4 41.5% +0.7% 60.7% 39.3%
MILLION +760 THOUSAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
EASTERN EUROPE

30. 30
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
36.95 20.8% +7.9% 46.2% 53.8%
MILLION +2.7 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NORTHERN AFRICA

31. 31
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
14.95 5.9% +3.0% 40.5% 59.5%
MILLION +431 THOUSAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
WESTERN AFRICA

32. 32
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.06 1.9% +5.0% 41.6% 58.4%
MILLION +98 THOUSAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MIDDLE AFRICA

33. 33
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
9.76 3.4% +8.1% 45.1% 54.9%
MILLION +730 THOUSAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
EASTERN AFRICA

34. 34
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
6.71 13.2% +6.9% 54.1% 45.9%
MILLION +433 THOUSAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTHERN AFRICA

35. 35
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
112.2 52.3% +7.4% 43.6% 56.4%
MILLION +7.7 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
WESTERN ASIA

36. 36
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
18.88 34.3% +1.9% 51.5% 48.5%
MILLION +350 THOUSAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CENTRAL ASIA

37. 37
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
202.0 13.5% +18.8% 28.2% 71.8%
MILLION +32 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTHERN ASIA

38. 38
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
164.0 31.1% +8.3% 56.3% 43.7%
MILLION +13 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTHEASTERN ASIA

39. 39
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
87.00 6.1% +11.1% 61.3% 38.7%
MILLION +8.7 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
EASTERN ASIA

40. 40
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
16.07 46.8% +10.1% 58.5% 41.5%
MILLION +1.5 MILLION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
OCEANIA

41. LOCAL MARKET DATA

42. 42
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
120.0 [N/A] +26.3% 64.2% 35.8%
THOUSAND +25 THOUSAND
ABKHAZIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ABKHAZIA

43. 43
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
700.0 2.8% +2.9% 22.9% 77.1%
THOUSAND +20 THOUSAND
AFGHANISTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
AFGHANISTAN

44. 44
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
15.0 [N/A] -6.3% 60.8% 39.2%
THOUSAND -1,000
THE ÅLAND
ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE ÅLAND ISLANDS

45. 45
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.30 53.2% +18.2% 42.1% 57.9%
MILLION +200 THOUSAND
ALBANIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ALBANIA

46. 46
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
7.70 23.8% +6.9% 44.7% 55.3%
MILLION +500 THOUSAND
ALGERIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ALGERIA

47. 47
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
13.0 30.8% +18.2% 59.4% 40.6%
THOUSAND +2,000
AMERICAN
SAMOA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
AMERICAN SAMOA

48. 48
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
42.0 60.9% -8.7% 55.8% 44.2%
THOUSAND -4,000
ANDORRA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ANDORRA

49. 49
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
520.0 2.6% +4.0% 48.1% 51.9%
THOUSAND +20 THOUSAND
ANGOLA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ANGOLA

50. 50
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
7,200 58.4% +14.3% 58.3% 41.7%
+900
ANGUILLA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ANGUILLA

51. 51
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
37.0 46.3% +12.1% 56.8% 43.2%
THOUSAND +4,000
ANTIGUA &
BARBUDA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ANTIGUA & BARBUDA

52. 52
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
22.00 61.2% +4.8% 57.3% 42.7%
MILLION +1.0 MILLION
ARGENTINA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ARGENTINA

53. 53
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.10 45.3% +14.6% 53.8% 46.2%
MILLION +140 THOUSAND
ARMENIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ARMENIA

54. 54
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
62.0 67.8% +14.8% 57.4% 42.6%
THOUSAND +8,000
ARUBA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ARUBA

55. 55
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
13.00 60.6% +8.3% 58.6% 41.4%
MILLION +1.0 MILLION
AUSTRALIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
AUSTRALIA

56. 56
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.00 37.9% -9.1% 53.3% 46.7%
MILLION -300 THOUSAND
AUSTRIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
AUSTRIA

57. 57
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.80 47.0% +5.6% 37.8% 62.2%
MILLION +200 THOUSAND
AZERBAIJAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
AZERBAIJAN

58. 58
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
140.0 43.1% +16.7% 59.4% 40.6%
THOUSAND +20 THOUSAND
BAHAMAS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE BAHAMAS

59. 59
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.00 68.2% +8.7% 42.6% 57.4%
MILLION +80 THOUSAND
BAHRAIN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BAHRAIN

60. 60
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4.30 3.4% +13.2% 32.6% 67.4%
MILLION +500 THOUSAND
BANGLADESH
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BANGLADESH

61. 61
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
160.0 64.8% +14.3% 56.6% 43.4%
THOUSAND +20 THOUSAND
BARBADOS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BARBADOS

62. 62
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.60 45.0% +5.9% 62.9% 37.1%
MILLION +200 THOUSAND
BELARUS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BELARUS

63. 63
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4.70 47.4% -7.8% 56.5% 43.5%
MILLION -400 THOUSAND
BELGIUM
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BELGIUM

64. 64
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
110.0 36.3% +17.0% 55.2% 44.8%
THOUSAND +16 THOUSAND
BELIZE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BELIZE

65. 65
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
210.0 2.7% +10.5% 32.4% 67.6%
THOUSAND +20 THOUSAND
BENIN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BENIN

66. 66
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
36.0 67.7% +20.0% 58.3% 41.7%
THOUSAND +6,000
BERMUDA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BERMUDA

67. 67
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
130.0 21.2% 0% 58.6% 41.4%
THOUSAND [UNCHANGED]
BHUTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BHUTAN

68. 68
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.70 19.4% +6.3% 54.3% 45.7%
MILLION +100 THOUSAND
BOLIVIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BOLIVIA

69. 69
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
10.0 [N/A] 0% 54.4% 45.6%
THOUSAND [UNCHANGED]
BONAIRE, SINT
EUSTATIUS & SABA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BONAIRE, SINT EUSTATIUS & SABA

70. 70
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.10 38.4% +10.0% 52.3% 47.7%
MILLION +100 THOUSAND
BOSNIA &
HERZEGOVINA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BOSNIA & HERZEGOVINA

71. 71
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
170.0 10.0% +6.3% 53.8% 46.2%
THOUSAND +10 THOUSAND
BOTSWANA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BOTSWANA

72. 72
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
110.0 62.5% +10.0% 58.9% 41.1%
MILLION +10 MILLION
BRAZIL
O R D E M E P R O G R E S
S
O
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BRAZIL

73. 73
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
13.0 [N/A] +18.2% 54.3% 45.7%
THOUSAND +2,000
THE BRITISH
VIRGIN ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE BRITISH VIRGIN ISLANDS

74. 74
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
300.0 84.2% +15.4% 55.2% 44.8%
THOUSAND +40 THOUSAND
BRUNEI
DARUSSALAM
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BRUNEI DARUSSALAM

75. 75
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.70 28.2% -5.6% 54.3% 45.7%
MILLION -100 THOUSAND
BULGARIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BULGARIA

76. 76
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
180.0 1.4% 0% 27.4% 72.6%
THOUSAND [UNCHANGED]
BURKINA
FASO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BURKINA FASO

77. 77
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
64.0 0.9% -9.9% 37.5% 62.5%
THOUSAND -7,000
BURUNDI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
BURUNDI

78. 78
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
100.0 23.5% +7.5% 50.0% 50.0%
THOUSAND +7,000
CABO
VERDE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CABO VERDE

79. 79
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.00 16.2% +17.6% 56.7% 43.3%
MILLION +300 THOUSAND
CAMBODIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CAMBODIA

80. 80
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
630.0 3.7% +5.0% 41.9% 58.1%
THOUSAND +30 THOUSAND
CAMEROON
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CAMEROON

81. 81
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
18.00 54.8% +20.0% 56.8% 43.2%
MILLION +3.0 MILLION
CANADA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CANADA

82. 82
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
44.0 78.2% +18.9% 55.8% 44.2%
THOUSAND +7,000
THE CAYMAN
ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE CAYMAN ISLANDS

83. 83
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
8,900 0.3% -19.1% 29.5% 70.5%
-2,100
THE CENTRAL
AFRICAN REPUBLIC
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE CENTRAL AFRICAN REPUBLIC

84. 84
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
62.0 0.6% +14.8% 24.2% 75.8%
THOUSAND +8,000
CHAD
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CHAD

85. 85
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
11.00 68.6% +10.0% 55.0% 45.0%
MILLION +1.0 MILLION
CHILE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CHILE

86. 86
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.40 0.3% +6.3% 47.1% 52.9%
MILLION +200 THOUSAND
CHINA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CHINA

87. 87
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
800 [N/A] +33.3% 50.0% 50.0%
+200
CHRISTMAS
ISLAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CHRISTMAS ISLAND

88. 88
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
18.00 43.3% +12.5% 57.2% 42.8%
MILLION +2.0 MILLION
COLOMBIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
COLOMBIA

89. 89
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
24.0 4.1% +9.1% 37.2% 62.8%
THOUSAND +2,000
COMOROS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
COMOROS

90. 90
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
550.0 1.0% +5.8% 36.4% 63.6%
THOUSAND +30 THOUSAND
THE DEMOCRATIC
REPUBLIC OF THE CONGO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE DEMOCRATIC REPUBLIC OF THE CONGO

91. 91
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
120.0 3.3% +9.1% 39.1% 60.9%
THOUSAND +10 THOUSAND
THE REPUBLIC
OF THE CONGO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE REPUBLIC OF THE CONGO

92. 92
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4,200 28.5% +10.5% 61.9% 38.1%
+400
THE COOK
ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE COOK ISLANDS

93. 93
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.10 49.8% +10.5% 55.6% 44.4%
MILLION +200 THOUSAND
COSTA
RICA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
COSTA RICA

94. 94
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
970.0 5.7% +4.3% 35.8% 64.2%
THOUSAND +40 THOUSAND
CÔTE
D’IVOIRE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CÔTE D’IVOIRE

95. 95
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.40 39.2% -6.7% 54.0% 46.0%
MILLION -100 THOUSAND
CROATIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CROATIA

96. 96
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
63.0 45.2% -1.6% 57.1% 42.9%
THOUSAND -1,000
CURAÇAO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CURAÇAO

97. 97
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
770.0 73.9% 0% 51.9% 48.1%
THOUSAND [UNCHANGED]
CYPRUS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CYPRUS

98. 98
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.10 33.5% -13.9% 54.8% 45.2%
MILLION -500 THOUSAND
CZECHIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
CZECHIA

99. 99
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.30 46.0% -20.7% 59.1% 40.9%
MILLION -600 THOUSAND
DENMARK
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
DENMARK

100. 100
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
40.0 5.3% +5.3% 43.9% 56.1%
THOUSAND +2,000
DJIBOUTI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
DJIBOUTI

101. 101
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
20.0 34.0% +11.1% 52.1% 47.9%
THOUSAND +2,000
DOMINICA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
DOMINICA

102. 102
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4.20 50.3% +7.7% 54.8% 45.2%
MILLION +300 THOUSAND
THE DOMINICAN
REPUBLIC
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE DOMINICAN REPUBLIC

103. 103
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
5.90 43.3% +7.3% 55.9% 44.1%
MILLION +400 THOUSAND
ECUADOR
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ECUADOR

104. 104
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
16.00 22.0% +6.7% 45.3% 54.7%
MILLION +1.0 MILLION
EGYPT
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
EGYPT

105. 105
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.50 29.8% +7.1% 53.6% 46.4%
MILLION +100 THOUSAND
EL SALVADOR
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
EL SALVADOR

106. 106
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
42.0 4.3% +5.0% 40.5% 59.5%
THOUSAND +2,000
EQUATORIAL
GUINEA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
EQUATORIAL GUINEA

107. 107
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1,800 0.08% +28.6% 33.3% 66.7%
+400
ERITREA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ERITREA

108. 108
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
480.0 42.2% -4.0% 59.6% 40.4%
THOUSAND -20 THOUSAND
ESTONIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ESTONIA

109. 109
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
59.0 7.4% +3.5% 54.2% 45.8%
THOUSAND +2,000
ESWATINI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ESWATINI

110. 110
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
580.0 0.8% +9.4% 46.6% 53.4%
THOUSAND +50 THOUSAND
ETHIOPIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ETHIOPIA

111. 111
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1,500 [N/A] +7.1% 50.0% 50.0%
+100
THE FALKLAND
ISLANDS (LAS MALVINAS)
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE FALKLAND ISLANDS (LAS MALVINAS)

112. 112
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
27.0 66.5% +17.4% 59.3% 40.7%
THOUSAND +4,000
THE FAROE
ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE FAROE ISLANDS

113. 113
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
160.0 23.7% +6.7% 53.8% 46.3%
THOUSAND +10 THOUSAND
FIJI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
FIJI

114. 114
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.20 45.9% -12.0% 58.3% 41.7%
MILLION -300 THOUSAND
FINLAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
FINLAND

115. 115
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
24.00 43.2% -7.7% 54.2% 45.8%
MILLION -2.0 MILLION
FRANCE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
FRANCE

116. 116
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
99.0 44.8% +7.6% 49.5% 50.5%
THOUSAND +7,000
FRENCH
GUIANA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
FRENCH GUIANA

117. 117
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
65.0 28.3% +14.0% 59.4% 40.6%
THOUSAND +8,000
FRENCH
POLYNESIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
FRENCH POLYNESIA

118. 118
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
120.0 7.9% 0% 47.9% 52.1%
THOUSAND [UNCHANGED]
GABON
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GABON

119. 119
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
120.0 7.9% +9.1% 35.8% 64.2%
THOUSAND +10 THOUSAND
GAMBIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE GAMBIA

120. 120
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.40 42.8% +7.7% 59.2% 40.8%
MILLION +100 THOUSAND
GEORGIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GEORGIA

121. 121
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
27.00 36.6% -10.0% 51.9% 48.1%
MILLION -3.0 MILLION
GERMANY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GERMANY

122. 122
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.20 10.3% +4.8% 41.2% 58.8%
MILLION +100 THOUSAND
GHANA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GHANA

123. 123
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
19.0 68.2% 0% 56.7% 43.3%
THOUSAND [UNCHANGED]
GIBRALTAR
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GIBRALTAR

124. 124
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4.10 44.6% -8.9% 51.2% 48.8%
MILLION -400 THOUSAND
GREECE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GREECE

125. 125
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
20.0 42.8% +11.1% 50.0% 50.0%
THOUSAND +2,000
GREENLAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GREENLAND

126. 126
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
42.0 46.9% +13.5% 52.4% 47.6%
THOUSAND +5,000
GRENADA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GRENADA

127. 127
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
170.0 50.2% +6.3% 52.7% 47.3%
THOUSAND +10 THOUSAND
GUADELOUPE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GUADELOUPE

128. 128
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
110.0 81.4% +32.5% 58.7% 41.3%
THOUSAND +27 THOUSAND
GUAM
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GUAM

129. 129
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.70 20.8% +8.0% 51.9% 48.1%
MILLION +200 THOUSAND
GUATEMALA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GUATEMALA

130. 130
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
25.0 45.3% -7.4% 58.3% 41.7%
THOUSAND -2,000
GUERNSEY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GUERNSEY

131. 131
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
170.0 2.0% -5.6% 31.4% 68.6%
THOUSAND -10 THOUSAND
GUINEA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GUINEA

132. 132
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
31.0 2.4% +3.3% 35.5% 64.5%
THOUSAND +1,000
GUINEA-BISSAU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GUINEA-BISSAU

133. 133
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
150.0 25.0% +7.1% 58.1% 41.9%
THOUSAND +10 THOUSAND
GUYANA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
GUYANA

134. 134
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
580.0 7.0% +3.6% 43.1% 56.9%
THOUSAND +20 THOUSAND
HAITI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
HAITI

135. 135
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.50 20.2% +7.1% 57.6% 42.4%
MILLION +100 THOUSAND
HONDURAS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
HONDURAS

136. 136
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.60 53.8% +24.1% 60.0% 40.0%
MILLION +700 THOUSAND
HONG
KONG
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
HONG KONG

137. 137
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.50 29.6% -10.7% 53.8% 46.2%
MILLION -300 THOUSAND
HUNGARY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
HUNGARY

138. 138
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
220.0 76.8% 0% 55.6% 44.4%
THOUSAND [UNCHANGED]
ICELAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ICELAND

139. 139
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
180.0 16.6% +20.0% 27.4% 72.6%
MILLION +30 MILLION
INDIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INDIA

140. 140
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
93.00 43.4% +8.1% 52.7% 47.3%
MILLION +7.0 MILLION
INDONESIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
INDONESIA

141. 141
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
15.00 54.5% +7.1% 35.1% 64.9%
MILLION +1.0 MILLION
IRAQ
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
IRAQ

142. 142
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.30 56.2% -8.0% 58.3% 41.7%
MILLION -200 THOUSAND
IRELAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
IRELAND

143. 143
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
38.0 51.8% 0% 56.8% 43.2%
THOUSAND [UNCHANGED]
THE ISLE
OF MAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE ISLE OF MAN

144. 144
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4.30 64.8% +13.2% 54.5% 45.5%
MILLION +500 THOUSAND
ISRAEL
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ISRAEL

145. 145
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
25.00 46.5% -10.7% 52.0% 48.0%
MILLION -3.0 MILLION
ITALY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ITALY

146. 146
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.10 46.4% +11.1% 55.5% 44.5%
MILLION +110 THOUSAND
JAMAICA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
JAMAICA

147. 147
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
48.00 42.6% +6.7% 63.8% 36.2%
MILLION +3.0 MILLION
JAPAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
JAPAN

148. 148
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
51.0 55.4% 0% 58.0% 42.0%
THOUSAND [UNCHANGED]
JERSEY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
JERSEY

149. 149
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.00 40.6% +7.1% 50.0% 50.0%
MILLION +200 THOUSAND
JORDAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
JORDAN

150. 150
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
11.00 78.2% 0% 59.8% 40.2%
MILLION [UNCHANGED]
KAZAKHSTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
KAZAKHSTAN

151. 151
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.50 6.8% +8.7% 48.0% 52.0%
MILLION +200 THOUSAND
KENYA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
KENYA

152. 152
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2,400 2.9% +167% 66.7% 33.3%
+1,500
KIRIBATI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
KIRIBATI

153. 153
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
20.00 43.6% +17.6% 60.6% 39.4%
MILLION +3.0 MILLION
SOUTH
KOREA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTH KOREA

154. 154
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
740.0 47.9% -2.6% 42.5% 57.5%
THOUSAND -20 THOUSAND
KOSOVO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
KOSOVO

155. 155
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.60 73.7% +8.3% 42.3% 57.7%
MILLION +200 THOUSAND
KUWAIT
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
KUWAIT

156. 156
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.80 59.6% 0% 53.6% 46.4%
MILLION [UNCHANGED]
KYRGYZSTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
KYRGYZSTAN

157. 157
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
640.0 12.0% +14.3% 59.4% 40.6%
THOUSAND +80 THOUSAND
LAOS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LAOS

158. 158
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
620.0 38.8% -12.7% 56.3% 43.8%
THOUSAND -90 THOUSAND
LATVIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LATVIA

159. 159
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.20 41.4% +10.0% 52.4% 47.6%
MILLION +200 THOUSAND
LEBANON
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LEBANON

160. 160
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
37.0 2.4% +2.8% 59.5% 40.5%
THOUSAND +1,000
LESOTHO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LESOTHO

161. 161
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
100.0 3.0% 0% 46.5% 53.5%
THOUSAND [UNCHANGED]
LIBERIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LIBERIA

162. 162
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.60 30.3% +6.7% 45.6% 54.4%
MILLION +100 THOUSAND
LIBYA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LIBYA

163. 163
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
11.0 33.2% 0% 51.9% 48.1%
THOUSAND [UNCHANGED]
LIECHTENSTEIN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LIECHTENSTEIN

164. 164
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
800.0 34.5% -8.0% 58.8% 41.3%
THOUSAND -70 THOUSAND
LITHUANIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LITHUANIA

165. 165
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
280.0 51.0% +3.7% 55.6% 44.4%
THOUSAND +10 THOUSAND
LUXEMBOURG
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
LUXEMBOURG

166. 166
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
220.0 38.4% +15.8% 58.6% 41.4%
THOUSAND +30 THOUSAND
MACAU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MACAU

167. 167
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
140.0 0.8% +27.3% 51.4% 48.6%
THOUSAND +30 THOUSAND
MADAGASCAR
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MADAGASCAR

168. 168
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
80.0 0.7% +6.7% 41.8% 58.2%
THOUSAND +5,000
MALAWI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MALAWI

169. 169
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
15.00 57.4% +7.1% 55.0% 45.0%
MILLION +1.0 MILLION
MALAYSIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MALAYSIA

170. 170
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
210.0 46.8% +16.7% 46.9% 53.1%
THOUSAND +30 THOUSAND
MALDIVES
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MALDIVES

171. 171
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
260.0 2.1% +8.3% 28.9% 71.1%
THOUSAND +20 THOUSAND
MALI
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MALI

172. 172
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
220.0 56.8% -4.3% 50.0% 50.0%
THOUSAND -10 THOUSAND
MALTA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MALTA

173. 173
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3,900 9.1% +21.9% 63.2% 36.8%
+700
THE MARSHALL
ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE MARSHALL ISLANDS

174. 174
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
150.0 46.0% 0% 53.6% 46.4%
THOUSAND [UNCHANGED]
MARTINIQUE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MARTINIQUE

175. 175
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
120.0 3.9% +9.1% 42.3% 57.7%
THOUSAND +10 THOUSAND
MAURITANIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MAURITANIA

176. 176
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
350.0 31.9% +9.4% 51.4% 48.6%
THOUSAND +30 THOUSAND
MAURITIUS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MAURITIUS

177. 177
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
50.0 27.0% +8.7% 46.0% 54.0%
THOUSAND +4,000
MAYOTTE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MAYOTTE

178. 178
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
37.00 36.5% +8.8% 56.8% 43.2%
MILLION +3.0 MILLION
MEXICO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MEXICO

179. 179
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
8,300 9.8% +18.6% 66.3% 33.7%
+1,300
MICRONESIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE FEDERATED STATES OF MICRONESIA

180. 180
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
960.0 27.7% +6.7% 59.4% 40.6%
THOUSAND +60 THOUSAND
MOLDOVA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MOLDOVA

181. 181
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
12.0 33.1% 0% 57.0% 43.0%
THOUSAND [UNCHANGED]
MONACO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MONACO

182. 182
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
780.0 32.5% +6.8% 62.0% 38.0%
THOUSAND +50 THOUSAND
MONGOLIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MONGOLIA

183. 183
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
360.0 67.8% +16.1% 51.4% 48.6%
THOUSAND +50 THOUSAND
MONTENEGRO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MONTENEGRO

184. 184
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1,600 37.3% +6.7% 56.3% 43.8%
+100
MONTSERRAT
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MONTSERRAT

185. 185
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
8.70 30.4% +11.5% 47.7% 52.3%
MILLION +900 THOUSAND
MOROCCO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MOROCCO

186. 186
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
390.0 2.0% +14.7% 46.2% 53.8%
THOUSAND +50 THOUSAND
MOZAMBIQUE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MOZAMBIQUE

187. 187
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.90 4.4% +58.3% 52.5% 47.5%
MILLION +700 THOUSAND
MYANMAR
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
MYANMAR

188. 188
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
340.0 19.5% +6.3% 52.9% 47.1%
THOUSAND +20 THOUSAND
NAMIBIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NAMIBIA

189. 189
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2,000 25.3% +5.3% 65.0% 35.0%
+100
NAURU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NAURU

190. 190
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.20 9.8% +10.0% 45.0% 55.0%
MILLION +200 THOUSAND
NEPAL
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NEPAL

191. 191
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
7.60 51.1% -12.6% 56.0% 44.0%
MILLION -1.1 MILLION
NETHERLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE NETHERLANDS

192. 192
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
70.0 29.9% +12.9% 58.0% 42.0%
THOUSAND +8,000
NEW CALEDONIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NEW CALEDONIA

193. 193
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.50 61.7% +19.0% 58.3% 41.7%
MILLION +400 THOUSAND
NEW ZEALAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NEW ZEALAND

194. 194
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
870.0 17.4% +10.1% 57.5% 42.5%
THOUSAND +80 THOUSAND
NICARAGUA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NICARAGUA

195. 195
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
130.0 0.9% +18.2% 32.0% 68.0%
THOUSAND +20 THOUSAND
NIGER
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NIGER

196. 196
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
8.90 6.9% +2.3% 42.0% 58.0%
MILLION +200 THOUSAND
NIGERIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NIGERIA

197. 197
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
600 [N/A] +20.0% 60.0% 40.0%
+100
NIUE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NIUE

198. 198
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
400 [N/A] +33.3% 66.7% 33.3%
+100
NORFOLK
ISLAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NORFOLK ISLAND

199. 199
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
780.0 43.6% +9.9% 47.4% 52.6%
THOUSAND +70 THOUSAND
NORTH
MACEDONIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NORTH MACEDONIA

200. 200
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
16.0 34.5% +6.7% 60.2% 39.8%
THOUSAND +1,000
THE NORTHERN
MARIANA ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE NORTHERN MARIANA ISLANDS

201. 201
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.50 53.7% -19.4% 56.0% 44.0%
MILLION -600 THOUSAND
NORWAY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
NORWAY

202. 202
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.00 48.1% +11.1% 36.9% 63.1%
MILLION +200 THOUSAND
OMAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
OMAN

203. 203
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
13.00 8.3% +8.3% 33.6% 66.4%
MILLION +1.0 MILLION
PAKISTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PAKISTAN

204. 204
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
5,700 36.8% +18.8% 58.9% 41.1%
+900
PALAU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PALAU

205. 205
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.70 49.1% +13.3% 52.6% 47.4%
MILLION +200 THOUSAND
PALESTINE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PALESTINE

206. 206
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.30 68.2% +9.5% 52.2% 47.8%
MILLION +200 THOUSAND
PANAMA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PANAMA

207. 207
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
67.0 1.1% +4.7% 47.8% 52.2%
THOUSAND +3,000
PAPUA NEW
GUINEA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PAPUA NEW GUINEA

208. 208
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.10 38.8% +16.7% 55.3% 44.7%
MILLION +300 THOUSAND
PARAGUAY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PARAGUAY

209. 209
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
8.30 31.7% +6.4% 54.8% 45.2%
MILLION +500 THOUSAND
PERU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PERU

210. 210
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
18.00 21.9% +5.9% 64.9% 35.1%
MILLION +1.0 MILLION
PHILIPPINES
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE PHILIPPINES

211. 211
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
9.30 28.3% -15.5% 56.7% 43.3%
MILLION -1.7 MILLION
POLAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
POLAND

212. 212
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4.80 53.0% -12.7% 56.3% 43.8%
MILLION -700 THOUSAND
PORTUGAL
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PORTUGAL

213. 213
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.30 52.4% +8.3% 57.9% 42.1%
MILLION +100 THOUSAND
PUERTO
RICO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
PUERTO RICO

214. 214
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.30 50.4% +8.3% 39.1% 60.9%
MILLION +100 THOUSAND
QATAR
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
QATAR

215. 215
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
230.0 31.6% +4.5% 52.2% 47.8%
THOUSAND +10 THOUSAND
RÉUNION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
RÉUNION

216. 216
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
4.90 29.5% -10.9% 53.1% 46.9%
MILLION -600 THOUSAND
ROMANIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ROMANIA

217. 217
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
61.00 49.9% +7.0% 62.3% 37.7%
MILLION +4.0 MILLION
THE RUSSIAN
FEDERATION
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE RUSSIAN FEDERATION

218. 218
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
300.0 3.5% 0% 36.7% 63.3%
THOUSAND [UNCHANGED]
RWANDA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
RWANDA

219. 219
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3,200 37.0% -5.9% 50.0% 50.0%
-200
SAINT BARTHÉLEMY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAINT BARTHÉLEMY

220. 220
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
600 [N/A] 0% 50.0% 50.0%
[UNCHANGED]
SAINT HELENA, ASCENSION
& TRISTAN DA CUNHA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAINT HELENA, ASCENSION & TRISTAN DA CUNHA

221. 221
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
23.0 51.8% +15.0% 56.5% 43.5%
THOUSAND +3,000
SAINT KITTS
& NEVIS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAINT KITTS & NEVIS

222. 222
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
61.0 39.1% +8.9% 57.4% 42.6%
THOUSAND +5,000
SAINT
LUCIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAINT LUCIA

223. 223
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
9,300 30.6% -3.1% 53.3% 46.7%
-300
SAINT
MARTIN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAINT MARTIN

224. 224
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1,800 35.4% 0% 55.6% 44.4%
[UNCHANGED]
SAINT PIERRE
& MIQUELON
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAINT PIERRE & MIQUELON

225. 225
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
44.0 48.6% +7.3% 52.3% 47.7%
THOUSAND +3,000
SAINT VINCENT
& THE GRENADINES
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAINT VINCENT & THE GRENADINES

226. 226
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
18.0 13.4% +20.0% 61.1% 38.9%
THOUSAND +3,000
SAMOA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAMOA

227. 227
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
10.0 33.6% -16.7% 53.4% 46.6%
THOUSAND -2,000
SAN MARINO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAN MARINO

228. 228
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
7,000 4.9% +2.9% 42.9% 57.1%
+200
SÃO TOMÉ
& PRÍNCIPE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SÃO TOMÉ & PRÍNCIPE

229. 229
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
16.00 57.8% +6.7% 46.3% 53.8%
MILLION +1.0 MILLION
SAUDI
ARABIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SAUDI ARABIA

230. 230
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.20 11.2% 0% 39.7% 60.3%
MILLION [UNCHANGED]
SENEGAL
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SENEGAL

231. 231
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.80 37.0% +7.7% 53.6% 46.4%
MILLION +200 THOUSAND
SERBIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SERBIA

232. 232
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
27.0 34.5% +12.5% 51.9% 48.1%
THOUSAND +3,000
SEYCHELLES
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE SEYCHELLES

233. 233
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
100.0 1.9% +3.1% 42.6% 57.4%
THOUSAND +3,000
SIERRA
LEONE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SIERRA LEONE

234. 234
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.10 58.9% +19.2% 56.7% 43.3%
MILLION +500 THOUSAND
SINGAPORE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SINGAPORE

235. 235
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
19.0 52.2% +5.6% 54.1% 45.9%
THOUSAND +1,000
SINT
MAARTEN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SINT MAARTEN

236. 236
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.30 27.5% -18.8% 53.3% 46.7%
MILLION -300 THOUSAND
SLOVAKIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SLOVAKIA

237. 237
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
600.0 33.2% -13.0% 52.5% 47.5%
THOUSAND -90 THOUSAND
SLOVENIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SLOVENIA

238. 238
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
6,800 1.5% +25.9% 55.2% 44.8%
+1,400
THE SOLOMON
ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE SOLOMON ISLANDS

239. 239
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
510.0 5.3% +13.3% 50.0% 50.0%
THOUSAND +60 THOUSAND
SOMALIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOMALIA

240. 240
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
6.10 13.6% +7.0% 54.1% 45.9%
MILLION +400 THOUSAND
SOUTH
AFRICA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTH AFRICA

241. 241
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
39.0 0.5% +2.6% 24.9% 75.1%
THOUSAND +1,000
SOUTH
SUDAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SOUTH SUDAN

242. 242
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
21.00 51.1% -12.5% 56.9% 43.1%
MILLION -3.0 MILLION
SPAIN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SPAIN

243. 243
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.50 8.8% +15.4% 35.9% 64.1%
MILLION +200 THOUSAND
SRI LANKA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SRI LANKA

244. 244
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
140.0 30.7% +7.7% 51.8% 48.2%
THOUSAND +10 THOUSAND
SURINAME
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SURINAME

245. 245
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
500 [N/A] -16.7% 60.0% 40.0%
-100
SVALBARD &
JAN MAYEN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SVALBARD & JAN MAYEN

246. 246
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
5.30 61.6% -17.2% 56.6% 43.4%
MILLION -1.1 MILLION
SWEDEN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SWEDEN

247. 247
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.30 43.6% -10.8% 48.5% 51.5%
MILLION -400 THOUSAND
SWITZERLAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
SWITZERLAND

248. 248
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
11.00 51.8% +18.3% 56.2% 43.8%
MILLION +1.7 MILLION
TAIWAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TAIWAN

249. 249
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
940.0 14.5% +10.6% 21.3% 78.7%
THOUSAND +90 THOUSAND
TAJIKISTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TAJIKISTAN

250. 250
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.10 8.2% +6.9% 41.9% 58.1%
MILLION +200 THOUSAND
TANZANIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TANZANIA

251. 251
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
19.00 31.6% +11.8% 62.8% 37.2%
MILLION +2.0 MILLION
THAILAND
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THAILAND

252. 252
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
93.0 10.2% +8.1% 53.8% 46.2%
THOUSAND +7,000
TIMOR-LESTE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TIMOR-LESTE

253. 253
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
160.0 2.9% +6.7% 30.4% 69.6%
THOUSAND +10 THOUSAND
TOGO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TOGO

254. 254
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
200 [N/A] +100% 50.0% 50.0%
+100
TOKELAU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TOKELAU

255. 255
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
12.0 16.1% +26.3% 64.2% 35.8%
THOUSAND +2,500
TONGA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TONGA

256. 256
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
98.0 [N/A] +4.3% 64.3% 35.7%
THOUSAND +4,000
TRANSNISTRIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TRANSNISTRIA

257. 257
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
590.0 50.8% +13.5% 55.2% 44.8%
THOUSAND +70 THOUSAND
TRINIDAD
& TOBAGO
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TRINIDAD & TOBAGO

258. 258
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
2.80 29.9% +7.7% 51.9% 48.1%
MILLION +200 THOUSAND
TUNISIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TUNISIA

259. 259
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
50.00 74.0% +6.4% 44.0% 56.0%
MILLION +3.0 MILLION
TURKEY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TURKEY

260. 260
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
240.0 5.4% +33.3% 50.0% 50.0%
THOUSAND +60 THOUSAND
TURKMENISTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TURKMENISTAN

261. 261
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
19.0 59.5% +18.8% 53.5% 46.5%
THOUSAND +3,000
THE TURKS &
CAICOS ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE TURKS & CAICOS ISLANDS

262. 262
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
700 7.9% +16.7% 62.5% 37.5%
+100
TUVALU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
TUVALU

263. 263
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
550.0 2.0% +10.0% 44.4% 55.6%
THOUSAND +50 THOUSAND
UGANDA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
UGANDA

264. 264
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
15.00 40.0% 0% 62.7% 37.3%
MILLION [UNCHANGED]
UKRAINE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
UKRAINE

265. 265
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
5.40 62.2% +8.0% 39.6% 60.4%
MILLION +400 THOUSAND
THE UNITED
ARAB EMIRATES
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE UNITED ARAB EMIRATES

266. 266
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
29.00 50.2% -14.7% 58.6% 41.4%
MILLION -5.0 MILLION
THE UNITED
KINGDOM
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE UNITED KINGDOM

267. 267
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
170.0 60.6% +21.4% 57.8% 42.2%
MILLION +30 MILLION
THE UNITED STATES
OF AMERICA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE UNITED STATES OF AMERICA

268. 268
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
18.0 20.6% +5.9% 60.4% 39.6%
THOUSAND +1,000
THE UNITED STATES
VIRGIN ISLANDS
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
THE UNITED STATES VIRGIN ISLANDS

269. 269
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1.90 66.2% +11.8% 57.3% 42.7%
MILLION +200 THOUSAND
URUGUAY
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
URUGUAY

270. 270
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
3.90 15.4% +5.4% 33.3% 66.7%
MILLION +200 THOUSAND
UZBEKISTAN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
UZBEKISTAN

271. 271
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
6,500 3.1% +20.4% 63.1% 36.9%
+1,100
VANUATU
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
VANUATU

272. 272
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
5.90 26.8% +7.3% 58.6% 41.4%
MILLION +400 THOUSAND
VENEZUELA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
VENEZUELA

273. 273
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
11.00 14.1% 0% 63.0% 37.0%
MILLION [UNCHANGED]
VIETNAM
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
VIETNAM

274. 274
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
1,100 12.0% 0% 54.5% 45.5%
[UNCHANGED]
WALLIS &
FUTUNA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
WALLIS & FUTUNA

275. 275
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
150.0 32.2% +7.1% 44.3% 55.7%
THOUSAND +10 THOUSAND
WESTERN
SAHARA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
WESTERN SAHARA

276. 276
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
620.0 3.1% +51.2% 30.6% 69.4%
THOUSAND +210 THOUSAND
YEMEN
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
YEMEN

277. 277
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
380.0 3.3% +2.7% 44.7% 55.3%
THOUSAND +10 THOUSAND
ZAMBIA
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ZAMBIA

278. 278
JUL
2021
SOURCES: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); KEPIOS ANALYSIS OF POPULATION DATA FROM THE UNITED NATIONS AND THE U.S. CENSUS BUREAU (JUL 2021).
NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
POTENTIAL AUDIENCE*
THAT FACEBOOK REPORTS
CAN BE REACHED USING
ADVERTS ON INSTAGRAM
INSTAGRAM’S POTENTIAL
ADVERTISING AUDIENCE
COMPARED TO THE TOTAL
POPULATION AGED 13+
QUARTER-ON-
QUARTER CHANGE
IN INSTAGRAM’S
ADVERTISING REACH
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS FEMALE*
PERCENTAGE OF
ITS AD AUDIENCE
THAT INSTAGRAM
REPORTS IS MALE*
400.0 4.2% +8.1% 42.5% 57.5%
THOUSAND +30 THOUSAND
ZIMBABWE
THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM
ZIMBABWE

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