60+ Instagram Statistics Marketers Need to Know in 2024

1. Instagram has over 2 billion monthly active users as of April 2024.
   
2. Instagram has over 500 million daily active users (DAU).
3. Instagram is the 5th most visited website globally, with Google, YouTube, Facebook, and Wikipedia holding the first four positions.
4. Instagram is the 6th most searched term on Google, with a massive search volume of 414,000,000.
5. Approximately 20.3% of all active internet users use Instagram daily, showcasing its widespread adoption.
6. Instagram has the third largest ad audience, with total users reaching 1.68 billion in July 2024.

Sources: Statista, SemRush, Most searched Google terms, DataReportal, Instagram stats

Instagram Usage Statistics

Instagram usage metrics reveal intriguing patterns in user behavior. The platform remains one of the top choices for user engagement, with global users spending around 33 minutes daily on the platform.

Instagram presents vast marketing potential with its exciting new features and a massive user base that is equivalent to the EU and North America combined.

Here are some vital Instagram stats to help you understand user behavior.

1. Instagram users worldwide on Android devices spend an average of 16 hours per month, or 33.9 minutes daily, on the app.
2. On average, people in the US spend just 7.7 hours/month using Instagram on Android.
3. More than 100 million people watch Instagram Live every day.
4. The most-liked picture on Instagram till date is of Lionel Messi and his teammates after winning the 2022 FIFA World Cup, with more than 75.4 million likes.
5.  21% of Instagram users log in weekly, and 16% log in less often than that.
6. 38% of users log on to the platform multiple times.
7. 70% of users watch Instagram Stories daily.

Sources: Backlinko, DataReportal, GWI Report, G2, Statista, Backlinko

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.

Peek at the Instagram demographic statistics to 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 (362.9 million), followed by the US (169.65 million) and Brazil (134.6 million).
   
2. The 18-24 age group is the largest demographic, contributing 31.7% of Instagram users, followed by 25-34 (30.6%) and 35-44 years (16%).
3. Roughly 16.5 percent of the global active Instagram users were men between the ages of 18 and 24 years.
   
4. As of August 2023, Instagram was the second most visited social media platform in the United States across desktop, mobile, and tablet devices combined, accounting for 15.85 percent of all social media visits in the country.
5. According to a survey conducted in July 2023 and June 2024, 65% of GenZ’s use Instagram.
6. 85% of iOS Gen Z users aged 16-25 in the United States use Instagram.
7. 50.6% of all Instagram users are male, while 49.4% are female.
8. GenZ uses Instagram to send DMs and watch Stories.
   
9. Around 37% of Instagram users earn less than $30,000 annually, 46% earn $30k to $69.9K, 49% earn $70k to $99.9K, and 54% earn more than $100k annually.

Sources: Global Instagram Age, Statista, US Instagram Age, US Gen Z, GenZ App Usage, eMarketer, PewResearch

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 to unravel what truly resonates with the audience. It’s the era of authenticity, and Instagram engagement stats reveal what the Instagram community genuinely treasures.

1. In 2024, the average Instagram post received 15.66 comments, 513.37 likes, and 19.79 saves. In 2023, the average post on the platform amassed 14.62 comments, 509.15 likes, and 20.28 saves.
2. The Most Popular Search Category on Instagram Is “Fashion Brands” (12%)
3. Image posts on Instagram receive an average of 2,002 users, while carousels, posts containing more than one image, reached 2,641 users.
   
4. The average engagement rate across all industries on Insatagram stands at 0.43% with 2.43% being the highest for higher education.
5. The average Instagram engagement rate for business accounts with less than 10,000 followers is 0.98%.
6. The average engagement rate for Instagram business profile posts is 0.65%.
7. The average Instagram engagement rate for business accounts with follower counts of 10,000-100,000 is 0.68%.
8. The average Instagram engagement rate for business accounts with more than 100,000 followers is 0.57%.
9. The highest Instagram Reels engagement rates are recorded by Instagram accounts with fewer than 5,000 followers, up to 3.79% on average.
10. Reels get 22% more interaction on Instagram than standard video posts.
11. Instagram has seen an 80% increase in users’ time watching videos on the platform.
12. The best-performing posts on Instagram have an average of 5.44 hashtags.
13. According to our research, the best posting time on Instagram is 7 a.m. to 9 a.m. on weekdays.
14. Photos with faces perform almost 38% better than those without faces.
15. Instagram Videos get 21.2% more engagement compared to images.
16. Every month, 2.35 billion people interact with Instagram Reels.
17. From all tagged posts on Instagram, 57.2% of the posts are from the USA.

Sources: Statista, Average post engagement, Viralyft, DemandSage, Forbes,

Instagram Business Statistics

Are you worried if Instagram is even worth a shot for your business? The answer is a big YES!

Instagram has emerged as a pivotal platform for business growth, from local boutiques to global conglomerates. 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. 80 % of social media marketers agreed to use Instagram to promote their business.
3. US-based online stores lead with 86% Instagram accounts, followed by 81% accounts from the UK and 75% from Germany-based online stores.
   
4. 90% of Instagram users follow at least one business account.
5. 62% of users say they are more interested in a brand after seeing it in an Instagram Story.
6. The median posting frequency on Instagram is about 4.7 posts per week.
   
7. 98% of fashion brands use Instagram for marketing.
8. In the first half of 2023, Dior led the fashion, lifestyle, and beauty (FLB) sector on Instagram with the highest Media Impact Value (MIV), totaling over 782 million U.S. dollars. Louis Vuitton followed in second place with nearly 55 million, while Chanel secured third with 515 million.
9. Over 150 million people use Instagram monthly to communicate directly with a business.
10. 54% of all influencers on Instagram are nano-influencers, while 33% are micro-influencers.
11. 46.7% of the brands go to Instagram to run Influencer marketing campaigns.
12. Over half (53.7%) of U.S. marketers will use Instagram Reels for influencer marketing this year.
13. 36% of businesses use Stories to promote their products.
14. The average monthly follower growth of business accounts on Instagram is +1.79%.
15. An average sponsored post on Instagram costs $1300.

Sources: Statista, Online Stores on Instagram by Country, Highest MIV on Instagram, Benchmark Report, eMarketer, Adobe, SocialStatus, Shopify

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?

All credit goes to its wide range of ad features, which promote your business in a very non-intrusive way. You can run ads easily from the app and target different demographics.

Also, 83% of consumers claim they use Instagram to discover new products or services. So, it is wise to consider influencer campaigns if you haven’t started yet. Check out more Instagram statistics to decide on the ad specifics.

1. According to the latest reports, Instagram’s US ad revenue topped $39.7 billion in 2023.
   
2. Instagram generates an average of $312 dollar per user.
3. In January 2024, the average cost-per-click (CPC) for active ads across the Meta ecosystem (including Facebook, Instagram, and Messenger) was 0.16 euros, while the median cost-per-thousand impressions (CPM) was 0.11 euros.
4. In 2023, 80 percent of global marketers used Instagram to advertise their businesses.
5. Instagram ads have the potential to reach 1.63  billion users.
   
6. Instagram ads can reach 20.3% of the global population.
7. Instagram marketers spend 69% of their budget on influencer marketing on Instagram.
8. The 18-24 age group accounts for the largest section of Instagram’s advertisement audience, with 517.7 million users.
9. Video ads have 3x more engagement than photos.

Sources: DataReportal, Statista, Content Studio, Global age distribution, Backlinko, Ad revenue worldwide, Meta Europe CPC