25+ Instagram Statistics

Did you know that Instagram is the 6th most searched term on Google, with 414 million searches per month in 2024? This data shows Instagram is still rocking the social media world, providing a viable market for brands to connect with their audiences.

This post rounds up the latest Instagram statistics for marketers and business owners.

Let’s get to it. 

Instagram Usage Stats 

1. As of Q1 2024, Instagram was the most downloaded app globally, beating TikTok and Facebook (in second and third place, respectively).
2. As of Q1 2023, over 1.628 billion people (or 20.3% of the world’s population) were using Instagram. 
3. As of Q1 2024, Instagram had 2 billion monthly active users, with over 500 million active daily users. This makes it the third most-used social media platform globally (tying with WhatsApp). Facebook leads the pack with 3 billion users, while YouTube comes in second with over 2.5 billion users.

4. As of August 2024, Instagram was the fifth most visited website, trailing behind Google, YouTube, Facebook, and Wikipedia.

5. The average time USA Instagram users spend on the platform has increased from 15 minutes in 2022 to 16 minutes in 2024. The EMarketer forecast suggests that the average time spent on Instagram will rise by 4.1% to 17 minutes. This increase in time spent comes amidst Instagram’s move to introduce unskippable ads on Stories and increase ad loads.
6. As of August 2023, 86% of brands had an active Instagram business account. This data shows Instagram’s potential to help companies create social relationships with their audiences.
7. 45% of consumers (outside China) use Instagram in search of information about products and brands.

The table below shows how users use Instagram (and other social platforms) for different purposes.

Instagram User Demographics

8. Instagram continues to appeal to the younger generation, with 72.3% of users being 18 to 34-year-olds. Here’s what the user demographics looked like:

9. As of 2022, India had the highest number of Instagram users (326.6 million ), followed by:

• USA (168.6 million )
• Brazil (132.6 million)
• Indonesia (106 million)
• Turkey (56.4 million)
• Japan (54.7 million)
• Mexico (43.8 million)
• Germany (33.8 million)
• UK (33.5 million)
• Italy (30.3 million)

Instagram Marketing Statistics

10. After Facebook, Instagram is the most popular social media platform among marketers, as the average social media ad spend increases among brands. As of January 2024, 79% of marketers added Instagram to their digital marketing campaigns to reach millions of young consumers, especially Gen Zs and Millenials. 

Instagram’s popularity as a digital marketing platform is mainly because it offers diverse content formats (reels, stories, and carousel ads) and analytics like audience insights, content performance, and targeting.

11. As of August 2023, 68% of brands were confident that Instagram delivers ROI on their marketing campaigns. That explains why most brands still have an active presence on this platform despite fierce competition from other social media giants, Facebook and TikTok. 
12. A majority of B2C marketers prioritize Instagram and Facebook (Meta) for marketing. 59% of marketers plan to increase Instagram usage in the future to increase brand awareness and drive traffic to their websites.
13. Between January 2023 and March 2024, small brands (with 1k – 5k followers) had the highest audience growth rate (40.5%) on Instagram.

Learn more: Best Marketing Strategies for Instagram

Instagram Advertising Stats

14. As of Q1 2024, Instagram was the second-top ad channel in the US, with over 5 billion USD ad spend, and trailing behind Facebook (with over 7 billion USD ad spend).

Surprisingly, Instagram had the highest year-over-year (YoY) ad spend among social ad platforms in the USA, at 23%.

15. As of 2022, the global ad spend on Instagram was 51.1 billion USD, and it’s expected to increase to 71 billion by the end of 2024. 
16. Instagram ads’ reach increased by 2.4% in the last quarter of 2023.
17. As of 2024, Instagram ads can potentially reach 1.64 people worldwide or 27.2% of the global population.
18. Instagram’s global advertising reach is 27.2% for adults above 18 years. Instagram’s advertising audience is highest in Turkey (at 859%), followed by:

• UAE (84.5%)
• Chile (78.5%)
• Argentina (77.5%)
• Brazil (75.0%)

19. Instagram has the least reach in China (at 0.4%). This audience is most likely illegal because Instagram is banned in China.
20. A majority of marketers in the USA allocate 31% of their budgets on Instagram Stories ads.

Learn more: Instagram ad campaign case study

Instagram Content Performance

21. According to the Influencer Marketing Hub’s 2024 report, brands make an average of 4.6 Instagram posts per week. Sports teams share the highest number of posts per week (at 15.6), while Food and Beverage brands have the least posts (at 2.9).
22. Instagram is the second most popular social media platform for Stories after Facebook. As of 2024, over 500 million people view Instagram Stories daily.
23. As of 2024, Reels are the most engaging content formats on Instagram, with an engagement rate of 1.48%, followed by Carousel posts at 1.01%. However, the engagement rate for Reels has dropped from 1.87% in 2023.
24. Reels volume has increased by 46% between 2023 and 2024, with brands preferring Reels to single-image posts.
25. Between January 2023 and March 2024, images posted by large brands got the most comments, averaging 81.3 comments per post. 

Surprisingly, large brands got the highest median count on saved Reels (at 400) compared to small brands (at less than 10).

26. From January 2023 to March 2024, small brands with 1K – 5K followers got the highest Reels view rate (at 13.3%), followed by brands with 5k – 10K followers (at 10.2%). 

Large brands with over 100k followers registered the lowest Reels view rate (at 6.5%), followed by brands with 50K – 100K followers (at 7.5%).

27. Smaller brands (with 1K – 5K followers) got 74.5% post impressions on Reels, while larger brands (with 100K – 1M followers) got 30.2% post impressions on Reels.
28. Instagram faces strong competition from TikTok on users’ content consumption. As of July 2023, 78.1% of GenZs in the USA preferred Instagram over TikTok for watching stories, 72.2% for sending DMs, and 61.7% for watching short videos.

On the other hand, more users (71.7%) love to watch short videos on TikTok compared to Instagram (61.7%).

Influencer Marketing on Instagram

29. The global influencer marketing market size has increased significantly in the past few years. It rose from 16.4 billion USD in 2022 to 21.1 billion USD in 2023 and is expected to reach 24.0 billion by the end of 2024. 

However, despite this growth, brands face influencer marketing challenges like:

• Finding suitable influencers
• Managing contracts and deadlines
• Measuring results

30. 79% of respondents of the 2022 Influencer Marketing Hub’s survey said Instagram was their most preferred social media platform for influencer marketing. However, this number has significantly dropped to 46.7% in two years, as 68.8% of respondents say they will use TikTok for influencer marketing in 2024.
31. As of 2024, Instagram has the second-highest average influencer engagement rate at 7.4%, following YouTube at 8.2%. 
32. The influencer engagement rate for large Instagram accounts (with over 1 million followers) has dropped by 50%, from 1.97% in 2018 to 0.95% in 2024.
33. As of 2023, 13.3% of influencers created and shared lifestyle topics, making it the most popular influencer marketing category. Beauty came in third place at 8.3%.
34. As of 2023, the average minimum prices per post of Instagram influencer were as follows:

• 1,210 USD for mega influencers with over 1 million followers globally
• 370 USD for macro-influencers with 500K to 1 million followers

The average maximum price per post of all Instagram influencers was USD 5,000.

Top Brands and Individuals on Instagram

35. As of June 2022, the most liked brands on Instagram were:

• Zara – over 142 million likes
• Dior – 65 million likes
• Prada – 63 million likes

36. The most mentioned brands on Instagram in 2022 were Instagram (with 327K mentions) and Zara (with 182K mentions).
37. As of 2022, Instagram had reached 1.8 billion people and partnered with 89K influencers. On the other hand, Zara had reached 1.2 billion people and worked with 66K influencers who promoted the brand’s products.
38. As of 2023, Christiano Ronaldo, the football icon, was the most followed person on Instagram, with 600 million followers. Lionel Messi, an Argentinian footballer, came in second with 477 million followers.
39. As of October 2024, Christiano Ronaldo has 640 million followers, while Lionel Messi has garnered 503 million followers.

Other most-followed individuals on Instagram include:

• Selena Gomez – 424M followers
• Kylie Jenner – 396M followers
• Dwayne Johnson – 395M followers
• Ariana Grande – 376M followers
• Kim Kardashian – 360M followers
• Beyoncé – 315M followers
• Khloé Kardashian – 306M followers
• Justin Bieber – 295M followers

With its visual storytelling appeal, Instagram attracts users worldwide. So businesses can take advantage of Instagram’s unique features to connect with their audiences. Build trust with your followers by sharing valuable, relevant, and engaging content. With time, you’ll convert them into loyal customers.

Learn more: Facebook marketing stats

Sources

• Data Reportal: Instagram Users, Stats, Data & Trends
• Data Reportal: Social Media Users
• EMarketer: Gen Z Social Media Preferences
• GWI: Social Media Trends Report 2024
• Hootsuite: Social Trends 2024
• Semrush: The Most Searched Things on Google 2024
• Semrush: Most Visited Websites in the World
• Sensor Tower: Digital Market Index
• Social Insider: 2024 Instagram Benchmarks
• Statista: Most Popular Social Networks Worldwide
• Statista: Social Media Platforms Most Used by Marketers
• Statista: Instagram Ad Revenue 2024
• Statista: Global Influencer Marketing Market
• Statista: Instagram Advertising and Marketing