70+ Instagram Statistics Marketers Need to Know in 2023

1. Instagram has over 2 billion monthly active users. Also, it has over 500 million daily active users, making it the 4th largest social media network in the world. 
2. Instagram is the 6th most visited website in the world.
3. Instagram is the 10th most searched term on Google, with a massive search volume of 338,000,000.
4. Approximately 20.3% of all active internet users use Instagram daily, showcasing its widespread adoption.
5. 23.92% of the 4.18 billion active mobile internet users access Instagram monthly, the same amount of people who live in Europe and North America combined.
6. The number of Instagram users in 2022 marks a 5.79% annual increase from 2021.

Sources: Datareportal, SemRush, ExplodingTopics, DataReportal, Backlinko

INSTAGRAM USAGE STATISTICS

Instagram usage metrics reveal intriguing patterns in user behavior. With features ranging from Stories to Reels, it’s interesting to see which aspects captivate user attention the most.

Are people spending more time watching Reels or browsing their feeds? 

1. Users spend an average of 12 hours per month or 30 minutes daily on Instagram globally – as of 2022.
2. People in the US spend just 7.7 hours/month on average using Instagram on Android.
3. More than 100 million people watch Instagram Live every day.
4. Roughly 14% of marketers posted live videos on Instagram Live during 2021.
5. The most-liked picture on Instagram as of December 2022 is of Lionel Messi and his teammates after winning the 2022 FIFA World Cup, with more than 61 million likes.
6. The second-most liked picture is of an egg, posted in 2019 with over 55 million likes and 3.5 million comments.
7. The monthly active user base of Instagram is equivalent to the EU and North American population combined.
8. Up to 95 million (9.5%) platform users may be bots, costing marketers $1.3 billion.
9. Approximately 30.94% of the 4.48 billion global internet users use Instagram regularly.
10. 21% of users log in weekly, and 16% log in less often than that.
11. 38% of users log on to the platform multiple times.
12. 70% of users watch Instagram Stories daily.
13. 71.9% of the content on Instagram is photo posts.
14. 130 million users tap on shopping posts each month.
15. 40% of Instagrammers post Stories daily.

Sources: Oberlo, Statista, Statista, Backlinko, Earthweb, Gitnux

INSTAGRAM DEMOGRAPHICS STATISTICS

Behind every like and double-tap, there are diverse users with unique backgrounds. From teenagers seeking the latest trends to seniors connecting with old pals, Instagram’s audience is as varied as it is vast.

Explore the intriguing blend of age groups, geographic locations, and gender distinctions that paint the vivid portrait of Instagram’s global community.

1. The highest number of Instagram users are from India (326.6 million), followed by the US (168.6 million) and Brazil (132.6 million).
2. The 18-34 age group is the largest of the demographics, contributing to 60% of total Instagram users.
3. As of 2021, Gen Z users in the US spend almost 5 hours per week on Instagram.
4. 70% of Instagrammers are under 34 years.
5. 47.8% of all Instagram users are female, while 52.2% are male.
6. 87% of Instagram users live outside the US.
7. About 21% of US Gen Z adults use Reels weekly.

Sources: DataReportal, Statista 

INSTAGRAM ENGAGEMENT STATISTICS

Engagement is the beating heart of Instagram. It’s not just about the posts but the conversations they spark, the communities they build, and the trends they set in motion.

Dive into metrics that matter – likes, engagement rate, and more and unravel what truly resonates with the audience. It’s the era of authenticity, and engagement stats reveal what the Instagram community genuinely treasures.

1. A total of 4.2 billion likes are registered on Instagram each day.
2. The average engagement rate for all post types is 0.71%, 0.59% for photo posts, 1.26% for carousel posts, and 1.23% for Instagram Reels.
3. The average Instagram engagement rate for business accounts with less than 10,000 followers is 0.98%.
4. The average Instagram engagement rate for business accounts with follower counts of 10,000-100,000 is 0.68%.
5. The average Instagram engagement rate for business accounts with more than 100,000 followers is 0.57%.
6. The highest Instagram Reels engagement rates are recorded by Instagram accounts with fewer than 5,000 followers, up to 3.79% on average.
7. Reels get 22% more interaction on Instagram than standard video posts.
8. Instagram has seen an 80% increase in users’ time watching videos on the platform.
9. On average, 10.7 hashtags are used in Instagram posts.
10. Instagram has 58% more engagement per follower than Facebook.
11. Data suggests Instagram users more actively engage with content at night at 8 pm.
12. Sunday is the most favorable day, boasting an average engagement rate of 6.47%.
13. Photos with faces perform almost 38% better than those without faces.
14. Instagram Videos get 21.2% more engagement compared to images.
15. Every month, 2.35 billion people interact with Instagram Reels.
16. Instagram users engage more on weekdays, like Wednesday and Thursday, than at any other time.
17. Posts with tagged locations get 79% more engagement than those without tags.

Sources: Oberlo, Emplifi, Viralyft

INSTAGRAM BUSINESS STATISTICS

From local boutiques to global conglomerates, Instagram has emerged as a pivotal platform for business growth. The ‘Shop Now‘ tags and sponsored stories are just the tip of the iceberg. 

Delve into how brands leverage their Instagram presence, the ROI they’re witnessing, and the innovative strategies rewriting digital marketing rules.

1. There are over 200 million businesses on Instagram promoting their services and products.
2. US-based online stores lead with 86% Instagram accounts, followed by 81% accounts from the UK and 75% from Germany-based online stores.
3. 90% of Instagram users follow at least one business account.
4. 62% of users say they are more interested in a brand after seeing it in an Instagram Story.
5. 81% of Instagrammers use the platform for researching new products and services.
6. 87% of Instagram users say they take action after seeing a product on Instagram.
7. On average, major brands post on Instagram 1.56 times every day.
8. 98% of fashion brands use Instagram for marketing.
9. Over 150 million people use Instagram monthly to communicate directly with a business.
10. 68% of weekly Instagram users visit the platform to interact with creators.
11. 93% of marketers have already used Instagram to acquire potential customers.
12. 74% of Instagram marketers want to reach a new target audience, 69% wish to improve brand awareness, and 46% want to increase sales.
13. 54% of all influencers on Instagram are nano-influencers, while 33% are micro-influencers.
14. 61% of consumers trust influencer recommendations more than brand content (38%).
15. Nano-influencers are also rising, with the highest engagement rate at 5%.
16. 36% of businesses use Stories to promote their products.
17. 98% of fashion brands are on Instagram.
18. 67% of users watch branded Stories.
19. 73% of marketers favor Instagram for influencer marketing.
20. The average monthly follower growth of business accounts on Instagram is +1.79%.

Sources: Embed Social, Facebook, Builtin

INSTAGRAM ADVERTISING INSIGHTS

Standing out is the key in the crowded digital market, and Instagram ads are the magic wand for brands.

But what makes an ad click-worthy?

Is it the compelling visuals, the catchy caption, or the correct targeting?

Discover the secret recipe for ad campaigns that truly convert.

1. Instagram ads have the potential to reach 849.3 million users.
2. Instagram marketers spend 69% of their budget on influencer marketing on Instagram.
3. Micro-influencers, who generally have 50,000-100,000 fans, are used by businesses to advertise their products.
4. India has the highest Instagram ad audience size, with 180 million, followed by the United States (170 million) and Brazil (110 million).
5. Instagram Stories ad revenue is expected to increase to $20.03 billion in 2023.
6. The ads on Instagram Stories contribute to nearly 26.7% of the platform’s ad revenue in 2023, up from 26.4% in 2022.
7. The 18-24 age group accounts for the largest section of Instagram’s advertisement audience.
8. 83% of consumers claim they use Instagram to discover new products or services.
9. Instagram’s bogus bot accounts cost marketers an estimated $1.3 billion yearly in the advertising ecosystem.
10. Video ads have 3x more engagement than photos.

Sources: Content Studio, Statista, Backlinko, Statista,