User growth isn’t what it used to be. As social media saturation takes over, the number of users coming onto each platform is going to look less and less impressive, at least for established platforms, moving forward. 2020 kicked off with eMarketer stating that for the first time ever Instagram US user growth has dropped down into the single digits. That trend isn’t an outlier. That decline’s going to continue moving forward. 

Instagram has had meteoric growth, especially after it started copying Snapchat on a feature-for-feature basis, but the joyride is slowing down. Now, it will likely be joining the ranks of Snapchat and Twitter in posting more deliberate, modest user growth gains. This is to be expected. When you get so big, getting bigger gets harder and harder.