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As of February 2026, **** percent of Instagram users in Mexico were young adults between 18 and 24 years old, while adults between 25 and 34 years old accounted for about **** percent of the platform users. 

Instagram usage in Mexico

With approximately ** million active users, Mexico has the second-largest Instagram user base in Latin America. In 2023, the video and photo sharing service was among the most used social media platforms in Mexico, with ** percent of respondents reporting media sharing platforms such as Instagram or Snapchat. Meanwhile, the app has also managed to keep a relatively high rate of engagement in the country, with Mexican users spending approximately *** hours in its mobile app per month.

Home of influencers

More than a hobby, building a large and engaged audience on Instagram has become a career choice for many Mexicans. Over of the so-called influencers in Mexico have between a thousand and ** thousand followers on the platform. Beauty brands on Instagram in the country have captivated a massive audience. An example is the beauty brand on Instagram was Sally Beauty México, which gathered approximately *** thousand followers as of January 2025.