In today’s fast-paced social media, keeping up with key Instagram statistics is essential. With over a billion users actively engaging on the platform, Instagram presents a wealth of opportunities for brands to connect with their audience.
Strategic analysis of Instagram stats can lead to more informed decision-making, enabling you to tailor your content, measure its impact, and refine your marketing strategy. The more you know, the better you can engineer and optimize your Instagram presence to resonate with your target audience.
With this in mind, let’s now take a look at the top Instagram statistics, so you can plan your Instagram marketing strategy more effectively.
General Instagram Statistics
To start things off, let’s take a look at a selection of general Instagram stats to give you some idea of the sheer scale, popularity and influence of this huge platform:
1. There are currently 2 billion monthly active users on Instagram
Source: Statista
Not only is this an impressive user base, but the total is expected to reach more than 2.44 billion active Instagram users by the end of 2024.
2. Instagram is the 4th most used website in the world (similarweb)
Only just behind the likes of Google, YouTube and Facebook, Instagram is a phenomenally popular social network that attracts astonishing volumes of traffic each day.
3. Cristiano Ronaldo is currently the most followed person on Instagram with 625 million followers
But in terms of general Instagram accounts, the most popular account on the platform is actually @Instagram itself, with 670 million followers.
4. The most used Instagram Hashtag in 2024 is #love, used more than 2.1 billion times
And in case you wondered, the top five most used hashtags on Instagram are rounded out with #instagood (1.7B), #instagram (1.2B), #fashion (1.1B), and #photooftheday (1B).
5. Instagram is the 11th most searched term on Google, with a massive search volume of 192,900,000
Source: Ahrefs
As it stands, YouTube is still the single most searched term of all on Google, and Facebook takes the most searches of any social media platform.
6. The Instagram app has been downloaded 3.8 billion times in total since 2010 (Business of Apps)
In addition to this, Instagram was the most downloaded app globally in 2023, with 696 million downloads – outpacing all other social media platforms including TikTok.
7. In 2022, Meta’s Apps Family,” includes Instagram, generated $114.45 billion in revenue
A figure which continues to grow, indicating the relentless popularity and influence of Instagram, alongside other Meta properties like Facebook.
8. 16% of US adults regularly use Instagram as a news source
Source: Pew Research Center
Instagram has become such a trusted platform that hundreds of millions of daily active users turn to it as their primary or exclusive news source.
9. Posting/sharing photos or videos is still the top activity on the platform
Approximately 71% of social media users primarily use IG to post photos and videos, while just under 65% use Instagram to find entertaining or funny content.
10. 35.71% of the world’s 5.6 billion mobile users access Instagram monthly
That’s more than the total combined population of the USA and Europe, showing just how important it is to deliver a seamless social media experience via mobile.
Instagram User Statistics
The appeal of Instagram extends to the vast majority of age groups, resulting in a massive and diverse target audience across dozens of key markets worldwide. Here’s a quick snapshot of how things look right now, in terms of Instagram user statistics and all-round popularity:
11. Almost one third of all people worldwide with an Internet connection use Instagram
Which is a pretty incredible statistic, stating there’s a one-in-three chance everyone you ever meet will be active on Instagram.
12. Instagram is slightly more popular among male users than female users
Source: Statista
Research say that approximately 51.8% of Instagram’s global audience is male, while the remaining 48.2% is female.
13. About half of teens use Instagram at least once per day
This falls in line with Snapchat which has a 51% daily usage rate among teenagers, while Facebook falls behind with just a 19% daily usage rate among the same age group.
14. India has the largest Instagram audience in the world, with a total of 362 million users
Source: Statista
Most people assume the United States has the largest Instagram audience, which actually falls quite a way behind India with 169 million active users.
15. Only 0.2% of Instagram users are unique to the platform
Or to put it another way, 99.8% of Instagram users are active on other platforms. 80% also use Facebook, 77% also use YouTube, and 53% use TikTok – essential for factoring into your marketing strategy.
16. From 2020 to 2025, Instagram is expected to increase its number of users by 400 million users
Outpacing most comparable platforms, this adds up to a five-year increase of 38.5% in total use the numbers, showing that Instagram’s growth really isn’t slowing down.
17. 130 million users tap on shopping posts each month
Such is the popularity of Instagram that it has become an everyday shopping portal for tens of millions of users, who see it as a major e-commerce hub in its own right.
18. 93% of people in the U.S. have high brand awareness of Instagram (Statista)
Or to put it another way, almost everyone in the United States is aware of what Instagram is and how it works etc, even those who do not actually use it themselves.
19. Instagram is most popular among the 25 to 34-year age group
Research says that almost one third of Instagram’s entire global user base falls within this age category.
20. 38% of users log on to Instagram multiple times every day
Which goes to show the importance of continuous engagement and posting at the right times, given how your target audience is probably logging on more often than you think.
Instagram Usage Statistics
From business accounts to personal users to established Instagram influencers, everyone interacts with Instagram in their own unique way. Even so, recent Instagram usage statistics provide insights into some common habits, and again just how popular this platform really is:
21. A massive 4.2 billion Likes are registered on Instagram each day
This gives you some idea of the importance of stacking up plenty of social proof, if you are serious about building, a credible Instagram presence.
22. Users spend an average of 12 hours per month or 30 minutes daily on Instagram globally
Or from another angle, that’s slightly more than half of one entire day, spent browsing and interacting with Instagram by each of its billion+ users every month.
23. 95 million photos and videos are shared each day on Instagram
If you’ve ever wondered why it’s so difficult to get your own photos and videos noticed by other users, now you know – the quantity of content published daily is insane.
24. More than 100 million people watch Instagram Live every day
The popularity of live content streamed in real-time has been growing for years across all major social networks, and Instagram is no exception. Something you really need to think about bringing into your Instagram marketing strategy.
25. Over 40 billion photos and videos have been shared on Instagram since the platform was launched
So again, you have a good idea as to the kind of competition you’re up against, and why it takes more than quality content alone to stand out on Instagram.
26. Early mornings (6:00-9:00 am) and late afternoons (5:00-7:00 pm) are peak app-checking times for users
For marketers, this means you’re looking at similar peak posting times, if looking to catch most IG users at their most active and engaged.
27. Over half of reshared messages contain Reels content
In terms of content shared in direct messages (DMs), Reels have stormed to the top to become the most popular format of shared content.
28. Reels has driven a more than 40% increase in time spent on Instagram since its launch globally
Incredibly, this says that the once-niche Reels feature has single-handedly transformed Instagram’s all-round usage and engagement figures in a massive way.
29. Every minute, around 66,000 photos shared on Instagram
There’s no way of knowing how many of these photos are actually worth checking out, but it’s another reminder of the competition you’re up against with your own content.
30. 63% of users prefer to access, view and engage with content shot on mobile devices over studio-made videos
So it’s pretty much set in stone that most Instagram users access IG for content that’s authentic and believable, rather than overly polished and professional.
Instagram Engagement Statistics
Take a deep dive into several important Instagram engagement statistics and it’s a tale of two halves. While some of the figures don’t make for hugely reassuring reading, they all nonetheless provide invaluable insights to support your own IG campaign:
31. The average Instagram Post engagement rate in 2024 is 0.70%
Source: Socialinsider
Not exactly massive, but depending on the industry you’re in, this average can increase to as much as 3.44%.
32. The average engagement rate across all IG content types is 4.7%
Which goes to show how important it is to vary the content you put out on Instagram, rather than sticking with conventional photo-based posts alone.
33. The average Instagram engagement rate for business accounts with less than 10,000 followers is 0.98%
Source: KEPIOS
Slightly higher than the average Instagram post engagement rate, which should come as welcome news for smaller businesses.
34. The average Instagram engagement rate for business accounts with follower counts of 10,000-100,000 is 0.68% (DATAREPORTAL)
Things get interesting here, as well you’d expect larger businesses to command higher engagement rates, it’s not actually the case.
35. The average Instagram engagement rate for business accounts with more than 100,000 followers is 00.57%
Just to push that point a little further, the largest businesses on Instagram with the biggest follower bases tend to have the lowest average engagement rate of all.
36. Instagram posts with a location get 79% more engagement
People tend to like content they can relate to, understand, and build the clearest possible picture of, so it always goes down well when you include a location.
37. Reels have an average reach rate of 30.81%
Source: Socialinsider
This is almost twice as much as the average reach of all other content formats on Instagram, demonstrating once again that Reels really are a big deal for getting your content noticed.
38. A post that includes hashtags gets over 12% more interaction
It’s no secret that hashtags hold the key to getting more eyes on your content, but you might not realise that they can also significantly boost engagement.
39. The average number of followers for an Instagram account is 697 (zipdo)
So if you thought you could get by with an audience of just a few dozen followers, think again!
40. Instagram videos get double the engagement of photos
Source: Mention
Another figure that emphasises the value and influence of video content, which is fast becoming the preferred format for the masses.
Instagram Business Statistics
If you use Instagram for business purposes, having the right marketing and promotional campaign in place can lead to rich rewards. To help you build a clearer picture of how the whole thing looks, here’s a rundown of 10 essential Instagram business stats you need to know:
41. There are over 200 million businesses on Instagram promoting their services and products
That’s a lot of competition to pit yourself against, but also a clear indicator of just how relevant and important IG is for the modern business.
42. 80% of social media marketers either use or intend to use Instagram to promote their business (Statista)
The overwhelming majority of savvy businesses are already using Instagram, sending a strong message to those that aren’t.
43. 86% of online stores based in the USA have Instagram accounts
This is followed closely by 81% of online stores in the UK, and 75% of German-based online stores that have an active Instagram presence.
44. 98% of fashion brands use Instagram for marketing
Instagram pretty much started life as a place for people to immerse themselves in all-things trendy and fashionable, so it’s not surprising it remains the world’s number-one social fashion hub.
45. 200 million Instagram users visit at least one business profile each day
That’s a huge global audience of 200 million Instagram users you’re turning your back on, if you don’t have an active presence on the platform.
46. On average, business accounts post on Instagram two times a day
The days of sporadic, periodic posting are over. If you want to succeed on Instagram, you need to engage with your audience several times a day, every day.
47. Over 150 million people use Instagram monthly to communicate directly with a business
Instagram has become the preferred communication and customer care channel for millions of consumers all over the world.
48. Total Instagram Ads revenues are expected to reach $59.6 billion in 2024 (OBERLO)
Which gives you some indication of exactly how much money you could be making, with a strategic and successful Instagram Ads campaign.
49. 58% of people say they’re more interested in a brand after seeing their Instagram story
While standard Instagram content isn’t without its charm, Instagram Stories are where it’s at for generating interest and building trust in your brand.
50. 90% of Instagram accounts follow a business
So in terms of the actual figures, that’s getting on for a billion people who actively follow brands and businesses they’re interested in doing business with.
Instagram Influencer Statistics
It’s no secret that Instagram has been at the heart of the influencer revolution, ever since the kicked off. To give you some idea of just how popular and powerful the platform is, check out these eye-opening Instagram influencer statistics:
51. 72% of marketers now use Instagram for influencer marketing(HubSpot)
This makes Instagram the number-one platform for influencer marketing, significantly ahead of all other social networks.
52. Most of the influencers active on Instagram are nano influencers
This refers to influencers who have audiences of between 1,000 and 10,000 followers, making up around 65% of all influencer accounts.
53. On average, a business can make $5.78 for every $1 invested in Instagram influencer marketing
Source: Influencer Marketing Hub
Which is a pretty massive ROI – way higher than you’d get on average with most comparable social media campaigns.
54. 63% of consumers said they’re likely to buy products from influencers they trust
Influencers hold extensive power over their followers, and can convince them to purchase pretty much anything.
55. There are 500,000+ active Influencers on Instagram
A number that is growing continuously, as more individuals set out to become high-paid influencers.
56. 17% of marketers spend more than 50% of their budgets on influencer marketing
The potential for influencer marketing to generate a huge ROI is convincing more businesses and marketers to get on board.
57. 32% of marketers say that Instagram is the easiest platform for working with influencers
This is largely due to the sheer volume of influencers on Instagram, and how user-friendly the platform is in general.
58. Influencer marketing’s total combined value will be more than $24 billion by the end of 2024
Source: Influencer Marketing Hub
As more brands and businesses pump more money into influencer campaigns than ever before, it’s becoming even more lucrative for those involved.
59. Nano-influencers have the highest engagement rate at 2.53%
Source: ecommerceDB
By contrast, the highest-level influencers with the biggest audiences have an average engagement rate of less than 1%.
60. 18% of marketers say that Instagram offers the best ROI of any influencer marketing channel
Those who plan and launch influencer campaigns across multiple networks find that Instagram brings the best overall returns on their investment.
Instagram Reels and Stories stats
Once niche, Reels and Stories have become two of Instagram’s most popular features of all time. Check out the following Instagram Reels and Stories statistics for an idea of just how big they are:
61. 36% of brands now use Instagram use Stories to promote their products
Stories have demonstrated huge potential for convincing consumers to purchase products and services.
62. A huge 53.7% of marketers in the USA plan to use Reels for influencer marketing in 2024
Source: Emarketer
That’s more than the number of marketers planning to use YouTube or TikTok for influencer marketing this year.
63. Reels have the highest estimated reach of (33.8%) among every other content type (HypeAuditor)
Not only do Reels draw attention and engagement like a magnet, but they’ve also got the highest sharing potential of almost any content type on Instagram.
64. Instagram Reels usage has grown by 57.4% in the past year alone
A figure which is expected to continue growing indefinitely, as the popularity of Reels skyrockets.
65. Around 21% of Reels views come from Gen Z users
That’s the 12 to 27 age bracket, making Reels a great way to reach and influence this younger demographics.
66. The average brand publishes 13 Instagram Stories each month
Source: RivalIQ
A statistic that highlights how important it is to put out high-quality content on a regular basis, with no big gaps in between.
67. Around 2.35 billion people interact with Reels every month
Highlighting the massive global appeal of the format, which has proved a hit among almost all age brackets.
68. Profiles with fewer than 5K followers get the highest engagement rates on Reels
Again, average engagement rates on Reels tend to decline as a profile’s audience size increases.
69. The more frames a Story has, the lower the retention rate it gets
Source: RivalIQ
Another reminder of the importance of sharp, concise content that gets your message across fast.
70. Instagram recommends posting 2 Stories per day
According to Instagram itself, this is the optimum posting rate for maximum engagement and retention.
Instagram Ads Statistics
Rounding off, let’s take a look at some hard-hitting Instagram Ads statistics all marketers need to know:
71. Instagram Ads generate $50.58 billion in net revenues for Meta in 2023
Source: eMarketer
That’s just slightly behind the $71.32 billion generated by Facebook, which is by far the biggest social network on the web.
72. Instagram feed ads have an average click-through rate of between 0.22 and .88%
Not huge, but the exact click-through rate you can expect varies significantly from one niche and business type to the next.
73. 87% of users say they take further action after seeing products on Instagram
If you can reach the right people in the right places with your Instagram Ads, there’s a very high chance they’ll take action.
74. Instagram has a total global advertising reach of 1.63 billion people
Source: KEPIOS
Which essentially means that even the smallest business has the potential to reach around a quarter of the world’s entire population with their ads.
75. 81% of its IG users research products and services on the platform
Instagram is a platform crammed with active consumers, who use it to decide where to spend their money, and how much to spend.
76. 54% of Millennials have bought products after seeing them on Instagram
In addition, 68% said they would be likely to buy something if it was shared on Instagram by someone they follow.
77. 85% of Instagram’s audience is younger than 45
Source: Statista
Hardly a secret, but a reminder that Instagram probably isn’t the best platform for targeting Boomers with your ads!
78. Instagram Ads reach 96.6% of all active users
Which pretty much equates to almost every single active user, giving you some indication as to how far your ads can go on Instagram.
79. 76% of marketers say they’re happy with their Instagram advertising ROI
Source: Webfx
Paid ads on Instagram enable you to target prospects with pinpoint precision, making it easier to generate a reliable ROI.
80. IG users are 70% more likely to buy products online than non-users
Instagram has always been recognized as high-value platform for retail brands and general commerce, attracting an engaged audience with high conversion potential.
Final Thoughts
As we wrap up, it’s crucial to acknowledge the importance of using Instagram statistics to guide your marketing strategy. These aren’t just numbers; they are the foundation of an effective marketing plan that’s rooted in reality. Data breeds decisions based on hard facts, which lead to more impactful and smarter campaigns.
By understanding and utilizing this data, there’s a greater chance of satisfying your audience’s needs and driving business growth. Therefore, applying these Instagram statistics isn’t just helpful, it’s essential.
Start putting these facts and figures to work to see steady, measurable growth for your brand on this popular platform. Remember, data-driven decisions have the power to drive positive outcomes, so it simply makes sense to make full use of it.
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