How Instagram is Used Today

Instagram is one of the world’s largest social platforms with about 3 billion monthly active users globally. (Reuters) Within that massive audience, the Explore page plays a central role in how people find new things to do, places to visit, and experiences to try.

More than 50% of Instagram accounts use the Explore tab every month to discover content beyond what they already follow — from local restaurants and events to destinations and trending experiences. (Amra and Elma LLC) Daily, over 200 million users scroll Explore for personalized recommendations. (AffMaven)

Unlike the home feed, which shows you people you already follow, the Explore page is an algorithmic recommendation engine that suggests posts based on each user’s behavior, interests, and engagement patterns. (Zoho) That makes it one of the most powerful places on Instagram for spontaneous discovery — whether people are deciding what restaurant to try, where to travel next, what event to attend, or what activity fits their mood.

Because Explore content is tailored to individual tastes and updated frequently, users increasingly rely on it to find inspiration and make decisions, not just scroll for entertainment. For brands and creators, appearing on Explore means reaching new, intent-driven audiences who are actively looking for recommendations and ideas — a key advantage for driving awareness and real-world action. (Amra and Elma LLC)