Instagram in Malaysia – 2025
In 2025, Instagram remained a highly popular social media platform in Malaysia, with 15.5 million active users. This figure represents a significant portion of Malaysia’s internet-using population, indicating strong penetration and daily usage across various age groups. Given Malaysia’s estimated population of around 34 million in 2025, approximately 43.2% of the total population — and an even higher percentage of internet users — were active on Instagram, underscoring the platform’s relevance in the country’s digital landscape.
Instagram’s popularity in Malaysia is driven by a mix of cultural, social, and commercial engagement. The platform is widely used by youth and young adults for sharing visual content, exploring trends, and following influencers and celebrities. Additionally, businesses continue to leverage Instagram for marketing and brand awareness, especially in industries such as fashion, food, tourism, and tech. With features like Stories, Reels, and Shopping, Instagram has not only remained a tool for personal expression but also evolved into a vital digital commerce and communication hub for Malaysian users in 2025.
Malaysia Instagram Statistics 2025
| Metric | Value | Ranking |
|---|---|---|
| Web Traffic Referrals (Share of traffic from other sites) | 10.11% | 2nd best among all platforms |
| Percentage of Internet Users Who Use Instagram | 78.5% | 3rd most used social media platform |
| Average Monthly Sessions per User | 198.8 sessions | 4th best among social media apps |
| Percentage of Social Media Users Who Prefer Instagram | 14.2% | 4th most preferred platform |
| Average Time Spent per Month (Android users) | 9 hours 19 minutes | 5th best performing social app |
| Website Ranking (Similarweb – Total Visits) | 41.8 million visits | 6th most visited site in Malaysia |
| Website Ranking (SEMrush – Total Visits) | 46.6 million visits | 9th most visited site in Malaysia |
In 2025, Instagram remained a dominant force in Malaysia’s digital landscape, particularly in mobile and social media usage. A staggering 78.5% of internet users in the country actively used Instagram, making it the 3rd most used social media platform. While only 14.2% of social media users named Instagram as their favorite platform—ranking it 4th in preference—this still reflects strong affinity among Malaysian users. Engagement was also high, with an average of 198.8 monthly sessions per user, securing Instagram the 4th position among social media apps by session frequency. Furthermore, Android users spent 9 hours and 19 minutes per month on the app on average, placing Instagram 5th in time spent rankings.
From a web analytics perspective, Instagram.com showed impressive reach and referral impact. It ranked as the 6th most visited website in Malaysia with 41.8 million total visits according to Similarweb, while SEMrush data placed it 9th, with an even higher estimate of 46.6 million visits. Notably, 10.11% of Instagram’s web traffic in Malaysia came from referrals—the 2nd highest share across all platforms—indicating strong inbound interest from external sites and excellent content sharing behavior. These insights confirm that Instagram not only sustains broad usage but also commands deep engagement and visibility in the Malaysian digital ecosystem.
Instagram Users in Malaysia 2025
| Metric | Value |
|---|---|
| Total Instagram Users | 15.5 million |
| Share of Total Malaysian Population | 43.2% |
| Share of Population Aged 13+ (Eligible Audience) | 52.8% |
| Share of Adults Aged 18+ Using Instagram | 56.0% |
| Share of Internet Users in Malaysia | 44.2% |
In early 2025, Instagram recorded 15.5 million active users in Malaysia, based on data published by Meta. This figure represented 43.2% of the country’s total population, highlighting Instagram’s continued significance as a digital communication and content-sharing platform. When considering only Malaysians aged 13 and above—the minimum age required to use Instagram—the platform reached 52.8% of this eligible population, confirming a strong hold within its target demographic.
Additionally, Instagram’s influence extended even further among adults, with 56.0% of Malaysians aged 18 and above actively using the app, reflecting its broad appeal across mature user segments. Among all internet users in the country, 44.2% were Instagram users, indicating that nearly half of Malaysia’s connected population included Instagram as part of their digital routines. These figures collectively highlight Instagram’s deeply integrated presence in Malaysia’s online ecosystem in 2025, particularly among younger and adult digital natives.
Gender Distribution of Instagram Users in Malaysia 2025
| Gender | Percentage | Estimated Users |
|---|---|---|
| Female | 55.1% | 8.54 million |
| Male | 44.9% | 6.96 million |
As of early 2025, Instagram’s user base in Malaysia totaled 15.5 million, and the platform’s gender distribution revealed a significant female majority. Women accounted for 55.1% of all adult Instagram users, equating to approximately 8.54 million users. In contrast, men made up 44.9%, which is around 6.96 million users. This gender gap highlights Instagram’s stronger appeal among women in Malaysia compared to male users.
These numbers suggest that brands, influencers, and marketers aiming to reach female audiences in Malaysia can particularly benefit from Instagram’s high female engagement. The notable difference in gender participation also reflects broader social media behavior trends, where visual, lifestyle, and interactive platforms like Instagram tend to resonate more with women, especially in areas such as fashion, wellness, beauty, and daily lifestyle content.
Instagram User Growth in Malaysia – 2025
| Period | User Change | Growth Rate |
|---|---|---|
| Jan 2024 → Jan 2025 (Annual) | -250,000 users | -1.6% |
| Oct 2024 → Jan 2025 (Quarter) | +450,000 users | +3.0% |
In 2025, Instagram experienced a slight annual decline in its user base in Malaysia. From January 2024 to January 2025, the number of users dropped by 250,000, representing a -1.6% decrease. This suggests a small contraction in overall user engagement over the year, potentially due to shifting social media preferences or market saturation among younger demographics. Despite this decline, Instagram still maintained a strong presence with 15.5 million active users in early 2025.
However, the quarterly growth trend painted a more optimistic picture. Between October 2024 and January 2025, Instagram gained 450,000 new users, marking a +3.0% increase in just three months. This short-term growth indicates a rebound in user interest or possibly effective marketing strategies during the final quarter of 2024. The rebound suggests that while annual figures dipped slightly, Instagram remains a highly relevant platform in Malaysia’s digital landscape.
Instagram Age Demographics in Malaysia – 2025
| Age Group | Total Share (%) | Total Users |
|---|---|---|
| 18–24 years | 31.5% | 4,882,500 users |
| 25–34 years | 35.2% | 5,456,000 users |
| 35–49 years | 18.6% | 2,883,000 users |
| 45–54 years | 8.7% | 1,348,500 users |
| 55–64 years | 4.1% | 635,500 users |
| 65+ years | 1.9% | 294,500 users |
In 2025, the largest age group of Instagram users in Malaysia was the 25–34 demographic, accounting for 35.2% of the total user base. This group alone represented approximately 5.46 million users, followed closely by the 18–24 age group, which made up 31.5% or around 4.88 million users. Combined, these two younger demographics constituted nearly 66.7% of the entire Instagram audience in the country, indicating the platform’s strong popularity among Malaysia’s millennials and Gen Z users.
Older age groups showed a gradually decreasing share of users. The 35–49 age segment made up 18.6% (roughly 2.88 million users), while users aged 45–54 comprised 8.7% (1.35 million users). Senior demographics—ages 55–64 and 65+—accounted for just 4.1% and 1.9% of users respectively, totaling fewer than 1 million combined. This age distribution reaffirms Instagram’s role as a youth-centric platform in Malaysia, with steadily growing but still modest adoption among older generations.
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
