Instagram User Growth Drops to Lower Levels Than Previously Expected

According to a new report, Instagram’s user growth has dropped to single digit percentages for the first time.

Data published by shows Instagram’s user base grew by 6.7% in 2019, which is down from 10.1% growth in 2018. Starting in 2020, eMarketer estimates Instagram will grow slower than what was previously expected.

In addition to older age groups not joining Instagram, eMarketer attributed the slower-than-expected user growth to increased competition from Snapchat and TikTok.

One area where Instagram is seeing larger-than-expected gains is in US users ages 25 to 34. However, growth among this demographic is not expected to change substantially in the coming years.

While none of this is overwhelming positive, Instagram is ultimately expected to maintain its position as the second-most used social media platform in the US behind Facebook.

Slow user growth is not expected to impact ad revenue, as eMarketer estimates ad revenues will continue to grow at high double-digit rates.

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