Various studies have addressed the connection between a user’s traits and their social media content. This paper explores the relationship between gender, age and Big Five personality traits of 179 university students from Germany and their Instagram images. With regards to both image features and image content, significant differences between genders as well as preferences related to age and personality traits emerged. Gender, age and personality traits are predicted using machine learning classification and regression methods. This work is the first of its kind to focus on data from European Instagram users, as well as to predict age from Instagram image features and content on a fine-grained level.