Instagram user trends in Japan 2025

Instagram is gaining momentum in Japan

It is one of the fastest-growing social media platforms in Japan. In this article, we explain how people in Japan use Instagram and how the app can help you to promote your service/product when entering the Japanese market.

Number of active users

The potential audience which can be reached with advertising is 57.5 million people in Japan. This number represents approximately 46.5% of the Japanese population (124.5 million as of 2023) and 52.8% of the internet user base. This number rose by 3.6% from the previous year.

Demographics of active users

Women use the app more than men and 57.8% of its ad audience is female and 42.2% is male.

Why is Instagram valuable in Japan

Japanese people use hashtags for search and discovery and the number of times they search is three times more than the global average. At the same time, Japan has one of the highest rates of use for Stories. The same is true for click through ecommerce. 

Instagram is a useful platform for corporate branding and fan base marketing. It focuses on users’ interests and intuitive communication through photos and videos. This makes it an excellent platform for marketing B2C products and services in Japan.