50 Top Instagram Statistics You Should Know About

Detailed Instagram statistics you should know as a marketer, the important numbers

Instagram Statistics

Instagram is among the most popular social media platform that you can use to get updates from your family and friends as well as an important platform for businesses.

If you are not using Instagram for your business as of now, here’s a list of some of the top Instagram Statistics you should know about. 

The once photo-sharing app has now broadened its horizon towards targeting audiences for brands as well. Simply put, if your brand isn’t on Instagram, you’re not discovering your brand’s true potential. 

To make sure you and your brand are working in the right direction, we have compiled a list of Instagram statistics you should know before marketing on the platform. 

Let’s get started! 

Important Stats

  • Over 1 billion active monthly users
  • Young population from 18-45 is more active on Instagram
  • Over 200 million daily active users
  • Over 87% of users take action on product showcase

01. Active Instagram Users 

As one of the most popular social media platforms, Instagram crossed the figure of 1 billion monthly active users. In terms of users on social media, only Facebook and YouTube are ahead of Instagram. Among daily users, you’ll find over 500 million actively participating on the platform. 


02. Countries Wise Instagram Audience 

When it comes to using Instagram, India is the leading user with over 180 million active users followed by the USA at 170 million. Then comes Brazil 110 million, Indonesia 93 million and Russia 61 million.


03. Instagram Hashtag Usage

According to research done by Hubspot, an average Instagram post contains 10.7 hashtags. From brands to influencers, the use of Instagram hashtags for better reach has been increasing every day. 

These hashtags help your brand/post reach a particular target audience and increase engagement for a better brand image. 

04. Engagement on Instagram

Compared to Facebook, Instagram has a better rate of generating engagement. Instagram gets 23% more engagement than Facebook. This statistic is important for brands who want to interact with their audience on a daily basis. 

05. Age Wise Distribution of Instagram Users

If you want to target the youth for your brand, Instagram can be a perfect choice. As per research, more than two-thirds (71%) of Instagram users are under the age of 34 years. 

Instagram is filled with 34% of young adults between the age of 25 and 34 years. This statistic will help you get the best out of your Instagram content and hashtags research. 


06. Time Spent on Instagram

The more time a person spends on Instagram, the more opportunities advertisers have to spread the message for their brands. Instagram stands in the second position, after Facebook, in terms of the longest time spent during the day. 

While Facebook clocks at an average of 58 min per day, Instagram clocks at an average of 53 min per day. With the increase in popularity, Instagram will soon cross the benchmark set up by Facebook. 

07. Business Profile Visitors

Out of the 1 billion users on Instagram, over 200 million users visit at least one business profile daily.

This is a stat that doesn’t shock many people: in a period of one hour, people looking for their favorite brands and products increased. 

08. Importance of Instagram Stories

It is not always the posts that will convert your audience into customers as Instagram stories have created a special place in the audience’s heart.

According to research, 62% of Instagram users claimed that they became more interested in the product after seeing it in the stories. You should plan your campaign with stories that will increase your engagement. 

09. Explore Tab on Instagram

To discover new content, Instagram provides a special feature called “Explore Tab”. Over 50% of Instagram users use this feature every month.

Optimizing the explore tab for your brand becomes important as it exposes your products or services to new profiles. 

10. Brands on Instagram

Instagram has turned out to be a good source of investment for brands. In terms of e-commerce marketing, it is considered an ideal platform. 87% of the users took action after consuming information about the product or service on Instagram.

Moreover, 42% of users admitted that Instagram helped them discover a new product or service. 

Some additional stats by Facebook.


11. Influencer Marketing

Instagram is way ahead of the other social media platforms when it comes to channels most crucial for influencer marketing.

According to a survey by Influencer Marketing Hub, it was ascertained that businesses are making $5.20 for $1 spent on this type of marketing. The majority of marketers are increasing their budget for Influencer marketing. 

12. Engagement in Videos

We have known for a while that videos tend to do better on the search engine as compared to photos. This is true for Instagram, in terms of engagement, as well. Posts containing videos received 38% more engagement as compared to posts containing photos. 

So, the next time you’re planning your brand strategy, don’t forget to include some videos.  

13. Instagram Impact on the Shopping Journey

Instagram is a well-known social media platform for driving sales and advocacy for brands. According to Facebook research, it was determined that 80% of Instagram users decide whether to buy a product or service while scrolling through the platform. 

Moreover, of the people surveyed, 87% admitted that information available on Instagram influenced their call-to-action. 

14. People Who Don’t Follow Brands on Instagram

If you’re thinking that your brand’s Instagram handle would reach only the people who follow your brand, it’s time to clear your doubt.

Over 65% of the visits to Business profiles come from profiles that don’t follow them. A strong profile would gather more amount of profile visits. 

15. Adding Customer Photos

As per the A/B test, it was revealed that adding customers’ Instagram photos on your site increased your orders by 24.3%.

It is very important to design an eye-catching landing page with proper call-to-action that will induce your audience to convert into customers. 

16. Brands Taking a Stand on Social Issues

While, earlier, brands refused to comment on any controversial or political issues, the brand’s voice against these issues is now heard more than ever. In fact, 70% of the consumers said that they like to see brands taking a stand on social causes. 

Over 60% of such consumers believed that such stands on social causes can have a more serious impact and can lead to a better change in society. 

17. Engagement Rate on Branded Posts

Brands are highly concerned about the engagement rate of their posts. According to Union metrics, it was concluded that the average engagement rate on Instagram is 4.3%. Simply put, for every 100 followers, you’ll get 4.3 activities on your post. 

This engagement rate is higher compared to other platforms such as Facebook and LinkedIn. 

18. Brands Creating a Change

This is another statistic related to brands taking a stand against a social cause. It was determined that 36% of the customers agreed that they would purchase from a brand that takes a stand on social media. This stat puts the conversion rate of the brands into a better perspective. 

19. Posts with Locations

Locations do not only put your brand on the map but also help in increasing the amount of engagement. Posts with locations, according to Sproutsocial, get up to 79% more engagement than posts that don’t put locations. 

The Instagram algorithm works in a way in which an Instagram user in your area will have a higher chance of finding your brand. 

20. Importance of Long Hashtags

According to TrackMaven, a hashtag that contains 21-24 characters tends to perform better than a hashtag with a shorter character length. Long hashtags will give you more chances to connect with your audience. 

21. Impact of Story Stickers

If you’ve been using Instagram stories for your brand, you’ll realize the impact and engagement it creates on your audience. Interactive elements in the stories such as polls, questions, gifs, and stickers increase the video viewership 83% of the time. 

It becomes important for you to be creative with your Instagram stories strategy. 

22. Instagram Sponsored Video Statistics

The popularity of videos on the social media platform can be ascertained from the fact that within 24 hours of the introduction of Instagram videos, more than 5 million videos were posted. 

As far as the sponsored content is concerned, sponsored videos on Instagram get 3 times more comments than sponsored photos. 

23. Instagram Stories by Brands

As compared to Snapchat stories, brands on Instagram upload 2 times more stories. This is mainly because of the features provided by Instagram as well as the type of response they receive.

The swipe-up, poll, and Q/A features provided by the platform help in better connection and conversion. 

24. Instagram is The Second Most Downloaded App

Instagram is the second most downloaded app in the year 2021. While TikTok leads the chart of most downloaded apps, Instagram comes second followed by Facebook and WhatsApp. So if you see, 3 apps from the Meta group lead the chart.

Most Downloaded Apps

25. Instagram Male & Female Ratio

If you wish to know about the male and female ratio on the Instagram platform, the following graph represents it perfectly.

The number of female users is more in the younger generation in the age group 18 to 34 while the male users are more in the age group 35 to 65.

Instagram Male Female Ratio

26. Instagram will turn 12 in 2022

We can call Instagram a “teenager” as this platform will celebrate its 12th birthday in October 2022. First launched in October 2021, the platform has evolved significantly and has added attractive features like reels and IGTV. The first picture on Instagram was a filtered photo of the founder’s dog. What was your first picture on Instagram? 

27. Instagram is the 7th most visited website globally.

According to reports, Instagram is the 7th most visited website globally. The platform has over 1 billion monthly active users and continues to grow at a rapid pace. With such a large user base, it’s no wonder that businesses are flocking to this social media platform to reach their target audiences.

As a result, we can expect Instagram to surpass other social media platforms in the upcoming time.

28. The word “Instagram” is the 9th most-Googled term.

According to reports, the word “Instagram” is the 9th most-Googled term globally. It just shows how popular the platform is and how much people are searching for it.

Moreover, it indicates that people are curious about this platform and want to know more about it. Not only Gen-Z but people of all age groups are interested in this social media platform.

29. Instagram ranks fourth on the list of most-used social media.

According to reports, Only Facebook, YouTube, and WhatsApp have more users than Instagram. Moreover, it is the fourth most downloaded free app in the US App Store.

Popular Social Sites By Numbers

Above all, it is one of the most preferred social media networks for brands and businesses. Also, 500 million people use Instagram stories every day.

30. Just 0.1% of social media users only use Instagram.

According to reports, only 0.1% of social media users use only Instagram. It means around 99.99%. 83% of people have accounts on other social media networks as well.

This stat shows that people are not just limited to one or two social media platforms. However, the engagement on Instagram is much higher than on many other platforms.

31. Instagram is the most popular social media among Gen Z.

According to reports, 85% of Gen Z users are on Instagram. Snapchat follows it with 59% and Facebook with 50%. Above all, TikTok is the fastest-growing social media platform among Gen Z.

Moreover, every day, 3.6 billion likes are given on Instagram combined by all age groups.

32. Gen X males are the fastest-growing Instagram users.

According to reports, The number of Gen X males using Instagram has increased by 23% since last year. Also, the number of US teens using the platform has decreased by 8%.

Adults between the ages of 25 and 34 years old are also increasingly using Instagram. Also, 86% of US Instagram users follow a business on the platform. 

33. The male and female users ratio on Instagram is almost equal.

According to reports, there are 49.3% Female and 50.7% male audiences on Instagram. The platform is used by people of all genders and age groups. There are slightly more male users on the platform, but the difference is insignificant.


34. India is also the fastest-growing market for Instagram.

Apart from being the home of the most extensive user base on Instagram, India is also the fastest-growing market for Instagram. The number of Indian users has increased by 21% since last year.

35. Around 5% of US children under 11 actively use Instagram.

According to reports, 5.8% of US children between the ages of 10 and 11 years old actively use Instagram. It is a significant increase from the 3.3% reported in the previous year.

In addition, 12 to 13-year-olds using Instagram has also increased from 8.5% to 9.3%. 

36. Around 14% of US adults have never used Instagram.

According to reports, 14% of the adults in the US have never used Instagram. They are not interested in using the platform or don’t know how to use it. Also, 5% of US adults use Instagram without having a real account.

37. Instagram saw a growth of 17% in users in Western Europe in 2020.

According to reports, Instagram has seen a growth of 17% in users in Western Europe in 2020.

It is because more people are now using the platform for business purposes. Also, the number of people using Instagram for news has increased by 9%.

38. Brunei is the country with the highest Instagram reach.

According to the reports, Brunei has the highest Instagram reach, with 92%. It is followed by Guam: 79%, Cayman Islands: 78%, Kazakhstan: 76%, and Iceland: 75%. The platform is used by people of all age groups in these countries.

39. Around 59% of US adults use Instagram daily.

According to reports, 59% of adults in the US use Instagram daily. The platform is easy to use, and it is a great way to stay connected with friends and family. Also, the number of people using Instagram for business has increased by 9%.

40. Instagram is among the least popular platforms for news.

According to reports, Instagram is among the least popular platforms for news, with only 9% of people using it. This is because the platform is not designed for sharing information.

41. Adult users spend around 30 minutes on Instagram daily.

According to reports, the average adult user spends around 30 minutes on Instagram daily. Moreover, one in four adults checks Instagram several times per day. It’s higher than any other social media platform except for Facebook.

42. Around 90% of the users watch videos on Instagram daily.

According to reports, around 90% of the users watch videos on Instagram daily. Furthermore, IGTV has been growing in popularity, with approximately 80% of users saying they would watch long-form video content from brands on the platform.

43. Around 58% of the users say they become more interested in a brand after seeing them on Instagram.

According to reports, around 58% of the users say they become more interested in a brand after seeing them on Instagram. Moreover, three-quarters of the branded content on Instagram is from businesses with less than 10,000 followers.

44. Brand stories have around an 86% of completion rate.

Brand stories have around an 86% of completion rate. In other words, people who start watching a brand story on Instagram usually finish it. It’s higher than any other social media platform.

45. Active brands post around 15+ stories per month.

The most active brands on Instagram post 17 stories per month. And one in five stories gets at least one direct message from a user.

46. Stories generate around a quarter of the platform’s ad revenues.

Stories generate around a quarter of the platform’s ad revenues. Moreover, Instagram has been reported to be working on a standalone app for shopping called “IG Shopping.”

47. #Love is the most popular hashtag on Instagram.

The most popular hashtag on Instagram is #Love. It has been used more than 1.8 billion times. Other popular hashtags include #Instagood, #Me, and #Cute.

48. An average business account grows its followers by around 1.69% every month.

An average business account grows its followers by around 1.69% every month. In addition, this number has been relatively stable over the past few years, which means that if you’re not actively growing your Instagram following, you’re likely losing ground to competitors.

49. On average, business accounts post 1.6 times a day.

Business accounts post 1.6 times a day on average. The best time to post on Instagram is between 2 pm and 3 pm ET on Wednesdays. However, the best time to post varies depending on your audience and goals.

50. Around 1 in 2 people use Instagram to find new brands.

Around 1 in 2 people use Instagram to find new brands. Moreover, 60% of users say they have discovered a new product or service on the platform.


Over a span of 12 years, Instagram has proved to be a powerful marketing tool for brands. In fact, it is showing no signs of slowing down in the near future. 

We hope that you find the right marketing strategy for your brand based on these statistics.  

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