Instagram Audience in Brazil
Instagram has an estimated audience of 29,377,729 people in Brazil. 59.5% are female, 40.5% are male, average age 39.2. Top regions: São Paulo, Minas Gerais, Bahia. Top brand affinities: Shopee, Sociedade Esportiva Palmeiras, Santos FC, Real Madrid C.F., Lindås.
The average Instagram fan in Brazil is 39.2 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Minas Gerais, Bahia. Top brand affinities include Shopee, Sociedade Esportiva Palmeiras, Santos FC, with strongest over-indexing on Shopee (3.84× the country average). Demographically, the Instagram audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Mindfulness, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Internet & Social Media · Type: Website / Newspaper / Magazine · Subtype: Social media
Demographics of Instagram fans
| Metric | Value |
|---|---|
| Female | 59.5% |
| Male | 40.5% |
| Average age | 39.2 |
| Estimated audience size | 29,377,729 |
Audience persona
The typical Instagram fan in Brazil is more female, around 39.2 years old, with strong Mindfulness tendencies and a notable affinity for Shopee.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 5,984,647 | 0.78× |
| Minas Gerais | 2,695,240 | 0.89× |
| Bahia | 2,124,244 | 1.1× |
| Rio de Janeiro | 2,031,755 | 0.74× |
| Rio Grande do Sul | 1,453,734 | 0.84× |
| Paraná | 1,450,538 | 0.81× |
| Pernambuco | 1,386,740 | 1.03× |
| Ceará | 1,332,604 | 1.04× |
| Goiás | 1,161,171 | 1.03× |
| Santa Catarina | 1,092,914 | 0.81× |
| Pará | 1,044,401 | 1.09× |
| Maranhão | 908,462 | 1.24× |
| Mato Grosso | 726,254 | 1.32× |
| Espírito Santo | 601,573 | 0.98× |
| Amazonas | 589,133 | 1.16× |
| Paraíba | 578,596 | 0.98× |
| Piauí | 460,974 | 1.13× |
| Rio Grande do Norte | 440,433 | 0.9× |
| Federal District | 438,316 | 0.9× |
| Alagoas | 423,081 | 0.99× |
| Mato Grosso do Sul | 356,528 | 0.83× |
| Sergipe | 328,114 | 1.07× |
| Rondônia | 271,355 | 1.11× |
| Tocantins | 223,733 | 1.15× |
| Amapá | 109,971 | 1.06× |
| Acre | 100,134 | 0.98× |
| Roraima | 88,441 | 1.07× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Shopee | 3.84× | Shopping |
| Sociedade Esportiva Palmeiras | 1.52× | Sports |
| Santos FC | 1.8× | Sports |
| Real Madrid C.F. | 1.63× | Sports |
| Lindås | 4× | Travel & Leisure |
| Andressa Urach | 2.93× | Fashion & Accessoires |
| Esporte Clube Juventude | 2.99× | Sports |
| Ney Matogrosso | 3.26× | Music & Radio |
| Sampler (musical instrument) | 4.21× | Music & Radio |
| Wholesale | 2.27× | Fashion & Accessoires |
| Clube do Remo | 2.79× | Sports |
| Saudade | 3.77× | Politics & Society |
| Quero | 3.47× | Travel & Leisure |
| Neymar | 1.73× | Sports |
| Hour | 3.16× | Kids & Family |
| Sport Club Internacional | 1.68× | Sports |
| Preta Gil | 1.72× | Music & Radio |
| Bahia | 2.91× | Travel & Leisure |
| Creator deity | 2.86× | Politics & Society |
| Crochet | 2.26× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Mindfulness | BALANCE | 2.44 |
| Need for Security | CONSERVATISM | 2.4 |
| Luxury Orientation | PREMIUM | 1.94 |
| Family Orientation | CONSERVATISM | 1.91 |
| Design Affinity | PREMIUM | 1.89 |
| Urban Lifestyle | OPEN | 1.76 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 11.3% |
| China | 4.2% |
| Japan | 2.8% |
See Instagram audiences in other countries
More Social media audiences in Brazil
Frequently asked questions
How many fans does Instagram have in Brazil?
Instagram has an estimated audience of 29,377,729 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Instagram fans?
59.5% of Instagram fans are female, 40.5% are male, with an average age of 39.2 years.
Which brands do Instagram fans like most?
Instagram fans show strongest brand affinity for Shopee (3.84×), Sociedade Esportiva Palmeiras (1.52×), and Santos FC (1.8×) over the country average.
Where do Instagram fans live in Brazil?
Instagram fans in Brazil are most concentrated in São Paulo (reach 5,984,647), Minas Gerais (reach 2,695,240), and Bahia (reach 2,124,244). These three regions account for the largest share of the active audience.
What other brands do Instagram fans also like?
Beyond Instagram itself, the audience over-indexes on Sociedade Esportiva Palmeiras (1.52×), Santos FC (1.8×), Real Madrid C.F. (1.63×), and Lindås (4×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Instagram. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.