For the first time in Dundee Culture's history, 18-24 year olds have become the platform's largest demographic - at least on Instagram.

While the overall audience across all platforms is still led by 35-44 year olds, Instagram has witnessed a change recently to the top spot by younger users.

The newest Instagram demographics show that 18-24-year-olds now make up 34.6% of Dundee Culture's audience, with 25-34-year-olds at 23%. Meanwhile, 35-44-year-olds, who still remain the largest demographic across all platforms, take 13.4%, while 45-55-year-olds sit at 10.6%.

This might be testament to the growing number of younger audiences who are engaging with Dundee Culture content through this medium, reflecting how the platform continues to evolve to connect with the city's residents.

The engagement of this age group is likely because of Instagram's visual and interaction nature that attracted them, being interested in Dundee Culture's mix of heritage, events, and local storytelling.

While 35-44 still remains the biggest demographic considering all of the reaches for Dundee Culture, this shift on Instagram is a real exciting change.

This might demonstrate that interest among younger generations of the cultural scene, history, and community stories of Dundee is rising-either in intent or fact, something that future content should pay attention to.

With the demographic of 18-24-year-olds topping engagement figures, Dundee Culture has continued to raise its influence with the next generation of Dundonians.