A data profile of the people who buy, follow and care about Instagram in Brazil — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 29,377,729 people in Brazil.
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 Price Sensitivity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Instagram fan in Brazil is more female, around 39.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Shopee.
The key figures that characterise the Instagram profile in Brazil.
59.5% are female, 40.5% are male, average age 39.2.
| Metric | Value |
|---|---|
| Female | 59.5% |
| Male | 40.5% |
| Average age | 39.2 |
| Estimated audience size | 29,377,729 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 20% | |
| 50+ | 20% |
of the worldwide Instagram audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 10.8% |
| China | 4.0% |
| Japan | 2.7% |
Where the Instagram audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Mato Grosso | ~700K | 1.32× | |
| 02 | Maranhão | ~900K | 1.24× | |
| 03 | Amazonas | ~600K | 1.16× | |
| 04 | Tocantins | ~200K | 1.15× | |
| 05 | Piauí | ~500K | 1.13× | |
| 06 | Rondônia | ~300K | 1.11× | |
| 07 | Bahia | ~2M | 1.10× | |
| 08 | Pará | ~1M | 1.09× | |
| 09 | Sergipe | ~300K | 1.07× | |
| 10 | Roraima | ~90K | 1.07× | |
| 11 | Amapá | ~100K | 1.06× | |
| 12 | Ceará | ~1.5M | 1.04× | |
| 13 | Pernambuco | ~1.5M | 1.03× | |
| 14 | Goiás | ~1M | 1.03× | |
| 15 | Alagoas | ~400K | 0.99× | |
| 16 | Espírito Santo | ~600K | 0.98× | |
| 17 | Paraíba | ~600K | 0.98× | |
| 18 | Acre | ~100K | 0.98× | |
| 19 | Rio Grande do Norte | ~400K | 0.90× | |
| 20 | Federal District | ~400K | 0.90× | |
| 21 | Minas Gerais | ~2.5M | 0.89× | |
| 22 | Rio Grande do Sul | ~1.5M | 0.84× | |
| 23 | Mato Grosso do Sul | ~400K | 0.83× | |
| 24 | Paraná | ~1.5M | 0.81× | |
| 25 | Santa Catarina | ~1M | 0.81× | |
| 26 | São Paulo | ~6M | 0.78× | |
| 27 | Rio de Janeiro | ~2M | 0.74× |
The strongest cross-interests of the Instagram audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sampler (musical instrument) | Music & Radio | 4.21× | ||
| 02 | Lindås | Travel & Leisure | 4.00× | ||
| 03 | Shopee | Shopping | 3.84× | ||
| 04 | Saudade | Politics & Society | 3.77× | ||
| 05 | Quero | Travel & Leisure | 3.47× | ||
| 06 | Hour | Kids & Family | 3.16× | ||
| 07 | Criciúma Esporte Clube | Sports | 3.12× | ||
| 08 | Esporte Clube Juventude | Sports | 2.99× | ||
| 09 | Andressa Urach | Fashion & Accessoires | 2.93× | ||
| 10 | Bahia | Travel & Leisure | 2.91× | ||
| 11 | Creator deity | Politics & Society | 2.86× | ||
| 12 | Clube do Remo | Sports | 2.79× | ||
| 13 | Wholesale | Fashion & Accessoires | 2.27× | ||
| 14 | Crochet | Home & Garden | 2.26× | ||
| 15 | Santos FC | Sports | 1.80× | ||
| 16 | Neymar | Sports | 1.73× | ||
| 17 | Sport Club Internacional | Sports | 1.68× | ||
| 18 | Real Madrid C.F. | Sports | 1.63× | ||
| 19 | FIFA World Cup | Sports | 1.56× | ||
| 20 | Sociedade Esportiva Palmeiras | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.39× | |
| Quality Awareness | PREMIUM | 1.39× | |
| Tradition | CONSERVATISM | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.09× | |
| Career Orientation | POWER | 1.09× | |
| Mindfulness | BALANCE | 1.11× |
Instagram has an estimated audience of 29,377,729 people in Brazil, concentrated in São Paulo and Minas Gerais.
59.5% of Instagram fans are female, 40.5% are male, with an average age of 39.2 years.
Instagram fans show strongest brand affinity for Shopee (3.84×), Sociedade Esportiva Palmeiras (1.52×), and Santos FC (1.8×) over the country average.
Instagram fans in Brazil are most concentrated in São Paulo (reach ~6M), Minas Gerais (reach ~2.5M), and Bahia (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Instagram itself, the audience over-indexes on Sociedade Esportiva Palmeiras (1.52×), Santos FC (1.8×), Lindås (4×), and Neymar (1.73×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
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.
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.
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