Instagram statistics show that this social media platform is still relevant.
Businesses have a large captive audience who use Instagram not just for entertainment but also to engage with companies, products, and influencers.
This article shares the most recent and relevant Instagram statistics, but we won’t stop there:
- We’ll tell you how to leverage those insights to improve your social media marketing strategy.
- We’ll share how we’ll use these insights for our own clients’ advertising campaigns.
Let’s dive in.
TL;DR:
- Relevance of Instagram: Still a key platform for businesses, with a large audience engaging with companies, products, and influencers.
- User base and demographics: Over 2 billion monthly users globally, with a significant portion under 35. India is the largest market.
- Economic impact: Generated an estimated $51.4 billion in revenue in 2022, nearly 45% of Facebook’s total revenue.
- User engagement: High user interaction with features like Stories and Reels. Notably, 70% of users view Stories daily.
- Content trends: Photos dominate, but video content is gaining traction. High engagement for Reels and Carousel posts.
- Business use: Over 200 million businesses on Instagram. High interaction with business accounts, with many users following at least one business.
- Instagram ads: Potential reach of 849.3 million users. Video ads see higher engagement than photo ads.
- Strategies for brands: Leverage user demographics and content trends. Utilize Stories and Reels for effective engagement and targeting.
- Agency perspective: InBeat emphasizes data-driven campaigns, targeting specific demographics using Instagram Business tools for maximum ROI.
Instagram at a Glance
Here’s a quick overview of Instagram courtesy of Business of Apps:
- Launch and Leadership: Instagram, a popular photo-sharing app, began its journey on October 6, 2010. The app operates from its headquarters in Menlo Park, California, under the leadership of CEO Adam Mosseri. Kevin Systrom and Mike Krieger, the co-founders, played pivotal roles in its inception.
- Ownership and Business Structure: As a subsidiary, Instagram is a significant part of the social media landscape, owned by parent company Meta Platforms. Under the overarching guidance of Meta CEO Mark Zuckerberg, Instagram has evolved into a leading social media network.
Now, for the numbers:
1. Economic impact: In 2022, Instagram marked a significant milestone, generating an estimated revenue of $51.4 billion. This figure represented nearly 45% of the total revenue of Facebook, Inc., highlighting Instagram’s substantial contribution to the social media industry.
2. User base and popularity: Instagram is the fourth most-used social media app globally, with over two billion monthly users. This vast audience size underscores its status as a popular platform.
3. Regional dominance: India emerges as Instagram’s largest market in terms of active users, boasting over 300 million engaged individuals. This number highlights the app’s global reach. Businesses targeting this region can safely include Instagram in their social media marketing strategies.
4. Demographics: A striking characteristic of Instagram’s user demographics is that over 70% of its users are under 35. Therefore, Instagram is a vital channel for brands and influencers aiming to connect with a younger population.
Strategic Implications for Your Brand
These Instagram statistics reflect a significant revenue generation and a massive, young user base, painting a promising picture for future businesses considering advertising on this platform.
With over two billion active monthly users, predominantly under 35, Instagram offers unparalleled access to a youthful, engaged audience. This demographic is crucial for brands aiming to tap into current trends and consumer habits.
Our Agency’s Perspective
We’ve used Instagram to turn many brands into Gen Z phenomena. One example is Phone Loops, for which we increased ROAS by 80%:
Instagram User Demographics and Reach Statistics
5. Gender distribution: The user statistics reveal a balanced gender distribution on Instagram, with 50% female users and 50% male users.
6. Age groups: The average user demographic leans younger, with 30.3% of users being 25-34 years old. Within this age bracket, 16.4% are male and 14.8% are female users. The 18-24-year-old segment constitutes 31% of the user base, split into 17.9% male and 13.1% female users.
7. U.S. user base: In North America, specifically the U.S., there are 168.6 million Instagram users.
8. International user base: 87% of Instagram’s user base resides outside the U.S., indicating a vast worldwide audience.
9. Global user statistics: 29.62% of people worldwide use this popular platform.
10. Age groups: 73% of U.S. teens prefer Instagram for brand communications, emphasizing its potential in social media marketing strategies. 22.5% of US Instagram users are aged 25-34.
11. Geographical distribution: The app’s reach extends globally, as we said above. However, the highest user numbers in countries like India, the USA, and Brazil.
12. Ad reach: Bahrain (88.6%), Cyprus (84.3%), and Turkey (83.2%) were the countries with the highest advertising reach compared to their population in 2023.
Strategic Implications for Your Brand
These Instagram statistics signify a goldmine for target audience engagement. The balanced gender distribution and the dominance of the 18-34 age group highlight the importance of crafting relevant content that resonates with a young, diverse audience.
Usng different ad formats, like Instagram Stories, Reels, and Carousel posts, can significantly enhance engagement rates.
Stat no 13 and Pro tip: Leverage the 86% completion rate of Stories ads and the visual appeal of image posts to maximize impact.
Additionally, recognizing Instagram as a social media network with a vast active user base outside the U.S. opens up opportunities for global campaigns, especially in high-reach countries. Tailoring strategies to these demographics and leveraging popular features can dramatically boost social media marketing strategy effectiveness.
Our Agency’s Perspective
At inBeat, we harness these insights to refine our influencer marketing tactics. We create authentic, relatable campaigns that resonate with users by engaging with micro – influencers who embody our target audience. With their loyal follower count, these influencers act as catalysts, enhancing our brand’s visibility and credibility.
Besides, we leverage Instagram Business tools heavily to gain a detailed breakdown of our audience demographics, optimizing our social media marketing strategy. For paid ads, we typically focus on Instagram Reels and Stories ads to capitalize on high user engagement and average reach rate.
This targeted approach ensures that every campaign is data-driven, maximizing ROI and effectively driving customer acquisition.
Instagram Usage Patterns and Trends
Current trends in Instagram usage patterns also paint a neat picture of this social network’s evolution.
How Instagram Users Interact with the Platform
14. Time spent on Instagram globally: On a global scale, Instagram captures an average of 12 hours per month per user, which breaks down to about 30 minutes daily in 2022.
15. Time spent on Instagram in the US: In the U.S., Android users spend approximately 7.7 hours monthly engaging with Instagram.
16. Instagram Live audience: A staggering 100 million individuals tune into Instagram Live each day.
17. Instagram Market use: In 2021, around 14% of marketers utilized Instagram Live for broadcasting live videos.
18. Most engaged with post: The record for the most-liked Instagram image as of December 2022 goes to a celebratory photo of Lionel Messi and his team post their victory in the 2022 FIFA World Cup, amassing over 61 million likes.
19. Second most-engaged-with post: A quirky 2019 picture of an egg is the second-most liked image, with 55 million likes and 3.5 million comments.
20. Size of Instagram’s user base: Instagram’s monthly active user base is as vast as the European Union and North America combined populations.
21. Instagram fake users: An estimated 95 million users (9.5% of the platform) could be bots, potentially leading to a $1.3 billion impact on marketing budgets.
22. Daily Instagram use: Nearly 30.94% of the 4.48 billion active internet users globally engage with Instagram on a regular basis.
23. Instagram user login patterns: 21% check Instagram weekly, while 16% log in less frequently. 38% of Instagram’s users access the app multiple times a day.
24. Instagram Stories use: A significant 70% of the platform’s users view Instagram Stories daily.
25. Favorite Instagram content type: Photos remain the dominant content type, with 71.9% of all posts being photo posts.
26. Instagram shopping posts: 130 million users engage with shopping posts each month, indicating the platform’s influence on consumer behavior.
27. Instagram Stories creation: About 40% of Instagram users are active in creating Stories daily.
Instagram Engagement and Interaction Trends
28. Daily volume of likes on Instagram: Instagram sees a colossal volume of likes per post, with a daily total of 4.2 billion likes.
29. Average engagement rate for all posts: The average engagement rate is 0.71% for all types of posts. Specifically, photo posts have an engagement rate of 0.59%, while Carousel posts and Instagram Reels achieve higher rates of 1.26% and 1.23%, respectively.
30. Engagement rate for business accounts: Business account posts with under 10,000 followers have an average post engagement rate of 0.98%. Accounts with 10,000 to 100,000 followers see a rate of 0.68%, and those with over 100,000 followers experience a rate of 0.57%.
31. Instagram Reels engagement for small accounts: Remarkably, Instagram accounts with less than 5,000 followers record the highest Reels engagement rates, averaging up to 3.79%.
32. Interaction rate of Reels vs. standard videos: Reels outperform standard video posts by 22% in terms of interaction.
33. Growth in video consumption on Instagram: An 80% surge in time spent watching videos on Instagram highlights the platform’s growing focus on dynamic content.
34. Hashtag usage in Instagram posts: An average of 10.7 hashtags are typically utilized in Instagram posts, enhancing discovery and engagement.
35. Instagram engagement vs. Facebook: Comparatively, Instagram boasts 58% more engagement per follower than Facebook.
36. Peak user engagement times: User engagement peaks at night, especially around 8 pm, with Sunday emerging as the most engaging day, averaging a rate of 6.47%.
37. Engagement with content featuring faces: Content featuring faces gains almost 38% more engagement than those without.
38. Engagement rate of videos vs. static images: Instagram videos secure 21.2% more engagement compared to static images.
39. Monthly interactions with Instagram Reels: Each month, 2.35 billion interactions are recorded with Instagram Reels.
40. Weekday engagement trends: Weekday engagement, particularly on Wednesday and Thursday, surpasses other days.
41. Engagement with location-tagged posts: Posts with tagged locations garner 79% more engagement than those without location tags.
Strategic Implications for Your Brand
Instagram’s expansive advertising audience offers you a fertile ground for outreach.
However, the platform’s nature as a hub for content creators leads to a competitive environment with potentially diluted views and engagement per post.
This scenario challenges brands to stand out amidst a sea of visual content and regular users who are also creators.
The key lies in strategizing to capture the engagement rate and follower count effectively, balancing between quantity and quality of interactions.
Brands have to craft relevant content that resonates, not just adds to the noise.
Increase your reach and grow your audience by including a link to your Instagram profile on your digital business card.
Remember: Ensure your message reaches active internet users efficiently. That brings us to the next point:
Our Agency’s Perspective
inBeat addresses this challenge by collaborating with highly engaged influencers across social media campaigns. These influencers, often micro-influencers with a dedicated follower count, cut through the clutter by generating relevant content.
This approach ensures that the brand’s message is not only seen but also acted upon. Our clients can effectively navigate the crowded space of Instagram, ensuring that their target audience is reached with precision.
Pro tip: This strategy harnesses the power of authentic, engaged voices to elevate brand presence and influence buying decisions among Instagram’s vast user base.
That’s the strategy we used for Dormani Group, increasing their website traffic by 250% MoM:
Instagram Stories and Reels Statistics
Here are some unique insights into how Instagram users interact with Reels and Stories.
- Daily Instagram Stories engagement: Every day, 500 million users engage with Instagram Stories.
- Increased brand interest from Instagram Stories: 62% of users report increased interest in brands after seeing them featured in an Instagram Story.
- Most popular Giphy sticker: The most popular Giphy sticker in Stories is the heart love sticker.
- Swipe-up rates in branded stories: Between 15% and 25% of viewers swipe up on links in branded stories.
- Daily Instagram Stories viewership: A substantial 70% of Instagram’s user base watches stories daily.
- User-generated Instagram Stories: An impressive 86.6% of users create their own Stories.
- Business use of Instagram Stories: 36% of businesses utilize Instagram Stories for product promotion.
- Gen Z product discovery through Instagram Stories: 49% of Gen Z consumers discover products and services through stories.
- Instagram Stories viewed with sound on: The majority of Stories, 70%, are viewed with sound on.
- Instagram reach rate for large brands: Brands with large followings experience an average reach rate of 12% for posts and 2% for Stories.
- Fashion industry presence on Instagram: Instagram is a staple for the fashion industry, with about 98% of fashion brands using the platform.
- Audience reach for Instagram Reels ads: Instagram Reels ads can reach an audience of 758.5 million people.
- Instagram Reels engagement for business accounts: Business Accounts see an average Reels engagement rate of 1.21% relative to their follower count.
- Demographics of Instagram Reels ads audience: The audience for Reels ads comprises 45.0% female and 55.0% male users.
- Similarity between Instagram Reels and TikTok: 87% of Gen Z TikTok users agree that Instagram Reels and TikTok are very alike.
- Perception of TikTok uniqueness: Many respondents don’t believe TikTok offers anything unique whether they use Instagram Reels daily or weekly.
- Increasing Instagram usage among Gen Z: 61% of Gen Z TikTok users intend to increase their time on Instagram, potentially replacing TikTok.
Strategic Implications for Your Brand
The staggering engagement with Instagram Stories and Reels offers marketers a powerful tool for brand storytelling and customer engagement. The high daily user interaction with Stories and Reels highlights their effectiveness in capturing audience attention.
Insider tip: Focus on creating immersive and interactive content that leverages the completion rate and link clicks features of Stories and the dynamic visual appeal of Reels. Using these formats for branded Stories and product showcases can significantly enhance your average engagement and reach rate.
Basically, Instagram can power your entire social media marketing strategy, allowing you to connect and captivate the active user base.
Our Agency’s Perspective
At inBeat, we leverage the high engagement of Instagram Stories and Reels to amplify our influencer marketing and customer acquisition efforts.
We collaborate with influencers can create compelling Stories and Reels, ensuring our content resonates with the audience.
This strategy taps into these influencers’ high average engagement rate and solid follower count, driving authentic interactions and enhancing our clients’ presence.
We specifically target these formats for our paid ads to maximize visibility and engagement.
Insider tip: We also optimize content for mobile because many social media users are Smartphone users.
The result is reaching the right target audience and reducing ad fatigue considerably.
Instagram Business Stats
Instagram is home to businesses of all sizes, from local mom-and-pop shops to international corporations.
Features like ‘Shop Now’ tags and sponsored stories represent just a fraction of its potential.
Here’s how brands use their Instagram presence to increase ROI (courtesy of Social Media Perth and Social Pilot):
- Number of businesses on Instagram: The platform hosts over 200 million businesses advertising their product offerings.
- Instagram adoption by online US retailers: U.S.-based online retailers are at the forefront, with 86% having Instagram accounts.
- Instagram adoption by online retailers globally: The U.S. retailers are closely followed by 81% in the UK and 75% in Germany.
- Business account followers: A notable 90% of Instagram users follow more than one business account.
- Brand interest from Instagram Stories: 62% of users report increased interest in a brand after seeing it in a Story.
- Product research on Instagram: 81% of Instagram users research new products and services on the platform.
- Purchasing behavior influenced by Instagram: 87% of users report purchasing products seen on Instagram.
- Posting frequency of major brands: Major brands typically post on Instagram 1.56 times per day.
- Instagram’s role in fashion marketing: Instagram is a key marketing channel for 98% of fashion brands.
- User engagement with businesses: Each month, over 150 million people engage directly with businesses on Instagram.
- Interaction with content creators: 68% of weekly users visit the platform specifically to interact with content creators.
- Marketers using Instagram: 93% of marketers have used Instagram to reach potential customers.
- Marketing goals on Instagram: 74% of Instagram marketers aim to target a new audience, 69% strive to boost brand awareness, and 46% are focused on increasing sales.
- Influencer demographics: 54% of Instagram influencers are nano-influencers, with 33% being micro-influencers.
- Trust in influencer recommendations: 61% of consumers place more trust in influencer recommendations over brand content, which only 38% trust more.
- Nano-influencers' Engagement rates: In particular, nano-influencers are gaining traction with the highest engagement rates at 5%.
- Engagement with branded Stories: 67% of users engage with branded Stories, but only 36% of businesses leverage Stories for product promotion.
- Preference for influencer marketing campaigns: 73% of marketers prefer Instagram for conducting influencer marketing campaigns.
- Follower growth for business accounts: Business accounts on Instagram see an average monthly follower growth of +1.79%.
Strategic Implications for Your Brand
For savvy marketers, these Instagram Business statistics are a treasure trove for strategizing effective campaigns.
The significant presence of businesses on the platform underscores the need for unique, relevant content that stands out.
Besides, the high interaction rate with business accounts suggests that customers are not just browsing products, but actively engaging with them.
Aligning your social media marketing strategy with these insights will help you reach your marketing goals faster, especially if you want to increase brand awareness and follower count.
You should also create visual content that resonates with your audience, using features like Instagram Stories, Reels, and shopping posts to drive engagement and conversions.
Tapping into these trends can effectively transform casual viewers into loyal customers.
Our Agency’s Perspective
At inBeat, we use these Instagram Business insights to refine our influencer marketing and customer acquisition strategies.
Recognizing the high engagement with business accounts, we partner with influencers who align with our clients’ brand values and can genuinely influence buying decisions.
This approach ensures authenticity and trust among regular users and potential customers.
For our paid advertising campaigns, we leverage the detailed demographics and user behavior data offered by Instagram Business.
That’s how we create highly targeted ads that resonate with specific active internet user segments, ensuring that our campaigns reach the most relevant audience with precision.
As a result, we maximize ROI and drive effective customer acquisition for our clients.
In the case of Bluehouse Salmon, this strategy led to a 500% follower growth, helping the brand reach its marketing objectives:
Instagram Ads Statistics
Now, let’s analyze the Instagram Advertising statistics (courtesy of Social Media Perth and Social Pilot) and how you can leverage them:
- The potential reach of Instagram ads: Instagram ads boast a potential reach of 849.3 million users, indicating a vast audience for marketers.
- Influencer marketing budget allocation on Instagram: 69% of Instagram marketing budgets are devoted to influencer marketing, with micro-influencers (creators with 50,000-100,000 followers) being a popular choice among businesses for product promotion.
- Top countries by Instagram ad audience size: India leads in Instagram ad audience size with 180 million users, followed by the United States at 170 million and Brazil at 110 million.
- Revenue projection for Instagram Stories ads: Revenue from Instagram Stories ads is projected to soar to $21 billion in 2024, a slight increase from $20.03 billion in 2023.
- Largest ad audience age group on Instagram: The 18-24 age group forms the largest segment of Instagram’s ad audience.
- Product discovery on Instagram: 83% of consumers use Instagram to discover new products and services.
- Impact of bot accounts on advertising: Marketers face a significant challenge with bogus bot accounts, incurring an estimated loss of $1.3 billion annually within the advertising ecosystem.
- Engagement rate of video ads vs. photo ads on Instagram: Video ads on Instagram garner three times more engagement than photo ads.
- Overall average engagement rate for all Instagram posts: The overall average engagement rate for all post types on Instagram is 0.97%.
- Highest advertising reach by country: Turkey stands out with the highest advertising reach of 76.0% among its population aged 13 and above.
- Instagram engagement rates by post type: Engagement rates vary by post type, with photos at 0.46%, videos at 0.61%, and carousel posts at 0.62%.
- Monthly advertisers on Instagram: The platform hosts approximately 2 million advertisers monthly.
- Estimated advertising reach of Instagram: Instagram’s estimated advertising reach spans 1.65 billion users, capable of reaching 25.9% of the global population aged 18 or older.
- Age and gender breakdown for Instagram ads:
- 13 – 17 years old: Females – 4.2%, Males – 4.3%
- 18 – 24 years old: Females – 15.4%, Males – 16.2%
- 25 – 34 years old: Females – 13.9%, Males – 15.6%
- 35 – 44 years old: Females – 8%, Males – 7.3%
- 45 – 54 years old: Females – 4.6%, Males – 3.6%
- 55 – 64 years old: Females – 2.6%, Males – 1.7%
- 65+ years: Females – 1.5%, Males – 1.1%
Strategic Implications for Your Brand
Instagram’s expansive advertising reach and diverse user demographics offer a strategic advantage in targeting and engagement.
The balance in gender distribution means campaigns can be tailored for broader appeal, maximizing impact across social platforms.
Moreover, the high engagement rates for video and carousel posts suggest a shift towards more dynamic, visually compelling content.
This trend underscores the importance of creativity and innovation in social media marketing strategy.
Instagram’s varied content formats, such as Stories and Reels, can significantly enhance brand visibility and engagement.
Remember to capitalize on peak engagement times and leverage the platform’s robust analytics to refine their targeting strategies.
Our Agency’s Perspective
At inBeat, we strategically harness these Instagram insights to enhance our influencer marketing and customer acquisition strategies.
Understanding the high engagement potential of video and carousel formats, we’ll collaborate with influencers who excel in creating captivating, visually appealing content. This approach ensures our campaigns resonate deeply with both the active user base and professional account users.
Insider tip: Targeting influencers with high engagement rates within specific demographic segments optimizes reach and impact.
Additionally, our paid advertising strategies are fine-tuned using Instagram’s detailed analytics, allowing us to target potential customers more precisely.
This data-driven approach ensures we effectively leverage Instagram’s vast monthly user base and rich content formats to maximize our campaigns’ impact.
Wrapping Up
As you can see, Instagram offers a fertile playground for marketing and advertising.
You have access to a wide, global audience, but you must leverage the right data before kickstarting your campaign.
Remember that, for example, only 36% of brands leverage Instagram Stories, though 67% of Instagram users engage with this type of branded content.
So, if you’re unsure how to leverage these insights, let’s set a free strategy call.
We’ll analyze your current market situation and devise the perfect plan to maximize your Instagram strategy.
Want examples of successful influencer marketing strategies? Check out our case studies.
