Instagram continues to be an anomaly in the world of social networks. Its star continues to shine brightly as user numbers explode, while brands can still reach users without shelling out big bucks like they must on Facebook.

But as Instagram continues to monetise, how will everyone's favourite platform continue to strike the right balance between user experience and the bottom line in 2016? Read on to find out.

Gram it

Instagram is just over four years old, being founded in October 2010 by Kevin Systrom and Mike Krieger.

By April 2012 the platform had attracted 100 million users and also the interest of Facebook – which acquired the platform for US$1 billion.

By the numbers

Today Instagram now has over 400 million monthly active users, making it bigger than Twitter.

Over 75 million of the Instagram army visit the platform daily. 

Photo finish

Every day 80 million photos are shared on Instagram, generating over 3.5 billion Likes. 

So far over 4 billion photos have been posted on the platform.

Audience break down

Instagram is evenly split between male and female users, and Android and iOS owners.

Close to half of Instagrammers are aged between 16 – 24 years.

While 30% of US internet users have an Instagram account, 75% of the platform's users reside outside the US.

Adstream

After a lengthy trial period, Instagram ads finally launched in Australia and New Zealand in 2015. 

Ads can either be photos, video or carousel. Expect more ads in feeds as Instagram amps up its offering for brands this year.

Selfies

For better or worse, Selfies continue to rule on Instagram.

Not only was "selfie" declared word of the year in 2013, this selfie from Kendall Jenner featuring her heart-shaped hair is the most popular ever posted on the platform with 2.6 million Likes.