70+ Instagram Statistics Marketers Need to Know in 2023

70+ Instagram Statistics Marketers Need to Know in 2023

Instagram Statistics Marketers Need

Ready to dive into the world of Instagram?

Before we plunge into 2023’s Instagram statistics, let’s take a quick trip down memory lane.

Remember last year? Instagram supercharged its offerings for creators. Achievement badges, subscription options, and creator portfolios? Yep, they did that. 

But hold on… 2023 started with a bang! Enter “Broadcasting Channels”.

And just when you thought they were done, along came Instagram Threads, taking on Twitter. 

Bold move!

And guess what?

A jaw-dropping 100 million signups in just five days, according to a tracker.

Now, for the brands out there… With revamped Reel features, there’s a fresh playground. Think bigger reach, better engagement, and thriving communities. 

Wondering what’s in store in this blog? Well, here’s a snapshot:

  • General Instagram statistics
  • Instagram usage statistics
  • Instagram demographics statistics 
  • Instagram engagement statistics
  • Instagram business statistics
  • Instagram advertising statistics

Understanding these statistics is crucial for marketers striving for a stronghold in 2023. Let this compilation of over 70+ Instagram statistics be your guiding star, paving the way to amplify your brand’s presence this year.

Let’s dive right in!

Leverage trends and
trend on Instagram.



Instagram, a visual titan in the social media arena, has transformed the digital landscape since its inception. With billions of users worldwide, it’s not just a photo-sharing platform but a digital behemoth.

Each scroll and swipe unravels a vast universe of content, from sunsets in Santorini to tutorials on the latest dance craze. Discover the sheer magnitude of Instagram.

  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 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


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 


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


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


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


In the rapidly evolving world of social media, leveraging statistics about Instagram is more crucial than ever. Businesses witness unprecedented engagement and conversion rates as the platform introduces innovations like Reels and interactive shopping. These numbers are a goldmine for marketers, offering insights to refine their strategies.

To maximize potential, employ tools that streamline your Instagram campaigns, such as SocialPilot. Whether scheduling content or analyzing engagement, understanding these stats is the key.

As you harness these insights, craft compelling posts and explore tools that support multi-platform growth. Dive deep, strategize smartly, and watch your digital presence soar.

Frequently Asked Questions

How effective is Instagram for marketing?

Instagram has the highest average engagement rate of any major social media platform, outperforming Facebook and Twitter. In fact, it has a greater brand engagement rate than other platforms, indicating that Instagram users are more responsive to marketed content.

How do you view insights on Instagram stories?

To view insights on Instagram Stories, follow these steps:

  1. From your Instagram app, go to your profile.
  2. Tap on the profile picture in the top left corner to access your story.
  3. Swipe up from the bottom of the screen to reveal the Insights for your story.
  4. You will be able to see the number of views, impressions, and reach for your story. You can also view the interactions, such as taps forward and back, replies, and shares.
  5. If you have multiple stories, you can view insights for each one by swiping left or right.

How to analyze someone's Instagram account?

You can use third-party tools such as HypeAuditor or Social Blade to see someone's Instagram statistics. These tools allow you to analyze an Instagram account's engagement rate, follower growth, and top-performing posts.

What are some of the top Instagram Statistics for the UK?

  • As of June 2023, the United Kingdom has over 35 million Instagram users, making it one of the largest user bases in Europe.
  • The most popular age group on Instagram in the UK is between 25 and 34 years old, with over 29% of users falling within this range.
  • The top five most followed Instagram accounts in the UK are dominated by celebrities, with the likes of David Beckham, Harry Styles, and Adele having millions of followers.
  • London is the city with the highest number of Instagram users in the UK, followed by Manchester and Birmingham.
  • The most popular hashtags used by Instagram users in the UK include #london, #travel, #fashion, #food, and #photography.

About the Author

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Jimit Bagadiya

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