Instagram Statistics


As one of the social media platforms that took the world by storm, Instagram is showing no signs of slowing down since its launch a decade ago. Its steadily-growing user base is a vast pool of potential clients, and its newly-added features open even more opportunities for marketers to put their products or services out there. The Instagram statistics below not only prove that, but they also provide valuable insight to help you craft a marketing strategy that works. Read on to discover user demographics, effective ways to boost engagement, how to target the right consumer groups, and much more.

Instagram Statistics 101

  • Instagram has over one billion monthly active users.
  • The average user spends 53 minutes a day on the app.
  • Over 1,000 photos are posted on Instagram every second.
  • Over half a billion Instagram users use stories.
  • The biggest number of users (180 million) is from India.

Instagram User Statistics

1. Instagram has over 1.39 billion monthly active users.

The number of Instagram daily users stands at under half of that, i.e. more than 500 million. This data was published as a milestone by the platform itself in June 2018. While there’s lack of more recent information, the access to Instagram’s user base growth over a five-year period provides solid ground to estimate its MAU by the end of 2021.

Instagram Growth Statistics

In June 2013, Instagram had 130 million monthly active users. Three years and 370 million users later, that figure reached 500 million in June 2016. The highest Instagram user growth was recorded between September 2017 and June 2018, when the curve spiked upward with 200 million new users.

While this might have been the platform’s growth peak, research from October 2021 reveals that the site now has more than 1.39 billion monthly active users. To put things into perspective, Instagram had only 30 million users when Facebook bought it in 2012.

2. Instagram is the 4th most popular social network worldwide.

Based on the number of Instagram users, #4 is the platform’s position when ranked against social networks and messenger apps combined. If we were to isolate and rank them separately, Instagram would rank third, right after Facebook and YouTube. Another interesting point is that—when ranked along with chat apps—three out of the top five most popular social networks belong to the Facebook family. 

Most Popular Social Networks Worldwide Ranked by Number of Active Users in Millions

3. The average user spends 53 minutes a day on Instagram.

These Instagram usage stats place the platform second on the list of longest-used apps on a daily basis. The platform is only outranked by Facebook, where the average user spends around 58 minutes a day.

4. 59% of Instagrammers use the app daily.

42% of users admit they check Instagram multiple times a day; 21% say they do so weekly, while only 20% log in less often than weekly.

Instagram Usage Statistics

5. There are 95 million Instagram posts per day.

6. Over 1,000 photos are posted on Instagram every second.

7. Over 50 billion photos have been shared on Instagram to date.

8. 63% of Instagram users log in to the app at least once per day.

9. There are over 4.2 billion likes on Instagram per day.

Instagram Demographics

10. At 201.1 million, India is the country with the most Instagram users.

While this is about 10% of the whole Instagram user base, there is a wide gap between the first and the rest of the countries in terms of number of users. At 157.1 million, the US ranks second, followed by Brazil with 114.9 million users. Indonesia ranks fourth with 94.2 million, followed by Russia with 60.1 million users. That said, Instagram user demographics indicate much over 80% of Instagram’s user base is located outside of the US.

Countries With the Highest Number of Instagram Users

11. 62% of Instagram’s global user base is aged between 18 and 34 years.

More specifically, the most dominant age groups on Instagram are 25 to 34 year-olds and 18 to 24 year-olds, making up 32.1% and 29.9% of all users, respectively. Those aged 35-44 rank third, followed by 45 to 54 year-olds. Youngsters between 13 and 17 rank fifth, followed by users over 55 years of age.

12. 72% of Americans between 13 and 17 years of age use Instagram.

Even though these Instagram age demographics make up a mere 6.9% of the platform’s whole user base, they also indicate the largest social media penetration among age demographics worldwide. 

13. 71% of US adults aged between 18 and 29 use Instagram.

When it comes to Instagram’s usage reach by age group, it seems that age is inversely proportional to reach. At 48%, the second-largest age group in terms of usage reach is 30-49, followed by 50-64-year-olds with 29%. Those aged 65 and older rank last, with a user reach of a mere 13%.

14. 60% of US internet users earning over $100k annually are on Instagram.

When observing demographics of Instagram users based on income, the second-biggest group is the one earning $70-80k per year, 55% of which use Instagram. This is followed by the ones earning $80-100k, $30-60k, and under $30k per year, with 46%, 45%, and 44% of them using the platform, respectively. Instagram is the least favorite among internet users earning $60-70k, with only 36% of them using it.

15. 46% of urban residents are on Instagram.

The above Instagram stats indicate the platform’s penetration is strongest in urban areas. 35% of internet users living in suburban areas use Instagram, while the platform is least popular among users living in rural areas, as 21% of internet users living there claim to use it.

16. 43% of US internet users who have at least a college degree are on Instagram.

37% of those who have attended some college are also on the platform, along with 33% of those who have attended high school or less.

Instagram Gender Statistics

17. 50.9% of Instagram users worldwide are female.

The above figure refers to users worldwide. The gender gap among users is wider in the US, where a whopping 57.9% of Instagram users are female.

18. 16.4% of Instagram users are 25-34-year-old males.

While this is the largest Instagram demographic, the second and third-ranking ones share the same percentage. More specifically, 25-34-year-old females and 18-24-year-old males make up 15.7% of Instagram’s user base each. Instagram user stats reveal females aged between 18 and 24 account for 14.2% of Instagram users, clearly indicating that the most dominant age group on Instagram is the one between 18 and 34.

Age and Gender Demographics of Instagram Users Worldwide

19. Women get 5X more likes on Instagram than men.

Instagram facts also reveal that female users get over a third more comments on their posts than men. When it comes to men’s activity, on the other hand, they are nearly 10X more likely to like and/or comment on female users’ posts as opposed to those by other men.

20. 12 out of the 20 most-followed Instagram accounts belong to women.

While this might not seem like a big lead, it should be pointed out that 3 out of the top 20 accounts are brands. This means that only 5 of the 20 most-followed Instagram accounts belong to men, making women over 2X more popular on the platform.

Instagram Stories Stats

21. Over half a billion Instagram users use stories.

The number of Instagram stories daily active users has been consistently growing between 50 and 100 million on a quarterly level since the feature’s introduction in August 2016. The figure also aligns with the platform’s DAU, which indicates that nearly all who access the app on a daily basis also access the stories feature as consumers, creators, or both.

22. 86.6% of Instagrammers post stories.

Out of those, only 21% bother to plan them ahead. This figure does make sense if we consider the reasons why people post Instagram stories in the first place:

  • To share something that isn’t related to their feed;
  • To share a general life update that isn’t important enough to stay in their feed;
  • To share something they want everyone to see, as opposed to their close friends only.

23. 70% of Gen Z-ers and 59% of Millennials watch Instagram stories.

Instagram story stats reveal that this is the most popular platform for watching stories among Millennials, followed by Snapchat (where 52% of Millennials watch stories) and Facebook (the story platform of choice for 48% of Millennials).

A mere 2% above Instagram places Snapchat as Gen Z-ers’ favorite story-watching platform being used by 72% of them. With only 34% of Gen Z-ers opting for Facebook to watch stories, this is the least favorite platform among this generation as well.

24. 39% of Gen Z-ers and 31% of Millennials create Instagram stories.

Even though the vast majority of users do post stories, the consumption to creation ratio reveals great differences when it comes to Instagram stories usage, especially in these age groups. More specifically, Instagram users statistics reveal 70% of Gen Z-ers consume story content while 39% create it. Millennials, on the other hand, are less active on both fronts. 59% of them are story content consumers and 31% identify as creators.

25. Nearly 65% of users watch Instagram stories to see what their friends are doing at the moment.

These figures, obtained through a survey conducted by Facebook IQ in four countries, also reveal additional reasons why people watch Instagram stories. Instagram use statistics indicate 60% watch them to see authentic/unfiltered content, while around 55% do so to see funny/playful content.

The same study also observed users’ feed vs. stories preference. Some of the reasons why users would turn to feed posts as opposed to stories include: finding information (69.5%), discovering products (69%), and discovering brands (nearly 69%).

Reasons Why Instagram Users Watch Stories

Instagram Stories Businesses Stats

26. One-third of the most-viewed Instagram stories are from businesses.

27. Over 50% of Instagram business accounts post a story at least once a month.

28. One out of five stories gets a direct message response from its viewers.

29. 67% of users have swiped up on the links of branded Instagram stories.

30. 36% of users surveyed have liked, commented, or shared a story from a brand.

31. Stories account for 34% of all sponsored content on Instagram.

32. 79% of Instagram business profiles post stories.

This figure was revealed in a study by Block Party examining top accounts across different industries. Out of those, Instagram stories user statistics reveal only 7% published more stories than feed posts. What’s more, these accounts also published more feed content in terms of individual images/videos in post carousels as opposed to individual frames in stories.

On average, businesses post at least two stories per week, while the number of individual frames within a story averages eight.

33. 59% of brands link their stories to shoppable pages.

The above figure comes as no surprise considering a whopping 15-25% of Instagrammers were swiping up on links in stories within only a month after the feature’s launch. Statistics on Instagram marketing further reveal 23% of businesses link to other social media, while a mere 10% link to a blog post. Brands’ least favorite options are campaign pages and apps, which are linked by 5% and 3% of business profiles, respectively.

34. 36% of businesses use stories for product promotion.

The runner-up type of story is inside looks, used by 22% of businesses; followed by influencer takeovers and live events, favored by 14% and 10% of brands, respectively. Instagram stories usage statistics reveal how-to and fan content are used by only 5% and 4% of businesses, respectively; while contests are at the bottom of the list with only 2% of brands opting for them as a type of story content. Finally, 7% of businesses post stories that don’t fall within any of these categories. 

The Most Popular Story Types Among Brands

35. Fitness and fashion brands use Instagram stories most frequently.

As per Instagram stories usage stats, businesses in the retail, technology, and airline industry rank somewhere in the middle in terms of frequency of posting stories. The automotive and travel industries fall behind by over a half of the frequency of the leaders; while the food and drink industry is the one that posts stories least often.

The Most Active Industries on Instagram Stories

IGTV Statistics

36. Only 17.8% of Instagrammers watch IGTV.

IGTV was launched in June 2018 as a stand-alone app for vertical, long-form videos lasting up to an hour. This made it too unique of a platform, which led up to its lack of popularity among creators and consumers alike.

Other than the steep learning curve for creating full-screen vertical video, Instagram TV stats reveal marketers were also facing a greater need of resources as the format of these videos couldn’t be repurposed for use on any other platform. What’s more, marketers couldn’t even monetize this long-form content that took substantial time and effort to craft into IGTV-native videos.

From a consumer’s perspective, viewing content in a separate app and the poor search functionality were the dealbreakers. IGTV didn’t offer the ability to search by video titles, but by channel names only, and it was only recently when IGTV video previews became available in the creator’s feed.

Instagram Business Statistics

37. 90% of Instagram users follow a business on the platform.

Out of those, over 200 million visit at least one business profile every day, and 60% say they discover new products on Instagram. To further prove the importance of owning an Instagram business profile; over 25 million marketers were using this feature within a year and a half of its launch. Considering Instagram’s remarkable user growth since then, this figure ought to be much bigger at this point.

38. There are over 2 million monthly advertisers on Instagram.

These Instagram advertising stats are no surprise considering the number of active business profiles on the platform. What’s more, users’ keen interaction with them translates into a potential advertising reach of just a little under 850 million users.

39. 48% of small business owners use Instagram.

In terms of age demographics, Instagram is more popular among millennial business owners as it’s used by 56% of them, as opposed to the 40% of Gen X-ers and Baby Boomers.

Instagram Influencer Marketing Stats

40. There are over half a million active influencers on Instagram.

The vast majority of them (81%) have between 15-100k followers. The follower count of 15% of all Instagram influencers lies between 100k and 500k. Only 2% of Instagram influencers have between 500k and 1 million followers, while another 2% is equally divided between influencer accounts with 1-5 million and those with over 5 million followers.

41. 69% of US marketers plan to spend most of their influencer budget on Instagram.

The remaining 31% is divided between six other social media platforms and blogs. More specifically, 11% of US marketers place YouTube as their focal point for influencer marketing, while 7% aim for blogs. Facebook and LinkedIn get the attention of 5% of marketers each. Twitter, Twitch, and Pinterest are at the bottom of the list, being the platform of choice for only 1% of US marketers each.

These figures are no surprise as Instagram marketing data reveals the platform is flagged as the most important social media for influencer marketing for 89% of marketers.

42. 55.4% of Instagram influencers worldwide use stories for their sponsored campaigns.

Instagram story highlights are the runner-up, used by 26% of Instagram influencers. Instagram polls and the swipe-up feature share the third place being used by 15.9% and 15.3% of influencers each. Instagram live statistics reveal that 10% of influencers on the platform like to go live on their stories for their sponsored campaigns.

On the other hand, 13% of Instagram influencers refrain from posting organic content to give sponsored primary exposure on their feed. A mere 2.7% opt for other strategies, while a whopping 37.4% of influencers on Instagram don’t employ any of these methods.

Instagram Marketing Statistics & Benchmarks

43. The average Instagram engagement rate is 2.84%.

This figure shouldn’t be taken as a benchmark, as studies suggest that the average Instagram engagement rate greatly depends on the number of followers. Accounts with 1k-5k followers see an average ER of a whopping 5.6%. On the other hand, the average ER of accounts with over 1 million followers stands at a mere 1.97%.

How to Calculate Instagram Engagement Rate

To find out your engagement rate by reach (ERR) on Instagram, divide the total reactions on a post by its reach, then multiply the result by 100%. To get your profile’s average ERR, divide the total ERR by the number of posts, then multiply the result by 100%.

Average Instagram Engagement Rate by Number of Followers

44. The average cross-industry reach of Instagram stories is 7.2%.

Instagram posts, on the other hand, see a 3X bigger reach than stories, as Instagram statistics for business reveal. One of the reasons why this is the case is that stories are entirely intent-driven. In other words, users must click to view them, as opposed to posts which pop up as soon as the app is open. Another reason is that stories are full-screen, as opposed to the grid of posts that a user would see in their Explore feed.

45. The average cross-industry completion rate of Instagram stories is 75%.

Other than the quality of content of the actual stories, a critical factor influencing this figure is a story’s length in terms of individual frames. Instagram stories engagement stats reveal that stories with up to four frames get the highest completion rates, with stories beyond seven frames dropping below the 70% mark of completion rate. Interestingly, exit rates are highest on the first frames, meaning brands have to leave a good first impression if they want to keep viewers hooked all the way through the end of the story.

46. At an average of 312 image posts receive the highest number of comments.

As Instagram video statistics reveal, this is immediately followed by video posts which receive 303 comments on average. With an average of 240 comments, users tend to leave the least comments on carousel posts.

47. The best times to post Instagram stories are 4-6 AM and 8-10 PM.

Research suggests that completion rates are highest within these time spans. There’s a spike in the period between 12 and 2 PM, meaning people have most time to go through stories outside of typical working hours and during lunch breaks. This isn’t a one-size-fits-all model, however, and you have to be aware of your target audience’s time zone and when they’re most active. Luckily, there are plenty of Instagram marketing tools that can help with just that, and even auto-post for you at the best times.

48. Posts with emoji can see up to 47.7% more interactions than ones without emoji.

Instagram marketing facts reveal that 56.5% of all Instagram accounts use emoji, 52.3% of business accounts don’t. Out of those who do; 38.2% use 1-3 emoji, 8.7% use 4-10, and 0.9% use over 10 emoji.

49. Posts with captions between 1,001-2,000 characters see the highest engagement.

These are followed by posts with captions between 501-1,000 characters. Captions with 101-500 characters rank third after a drastic difference in engagement. There is a steady downward trend for captions with 51-100, 21-50, and 1-20 characters. These figures also include hashtags, meaning a well-thought-of caption with a few of the right hashtags is a winning combo for engagement.

50. Around 34.4% of Instagram posts have no tagged users.

Instagram engagement stats reveal tagging between 1-3 users will return the highest amount of likes and comments. This, in turn, translates into more exposure in followers’ feeds, as well as an increase in chances for a post to appear on Instagram’s Explore page.

51. Posts with a tagged location have 79% higher engagement than posts without one.

The most tagged location on Instagram is Los Angeles. After a substantial difference, the cities that made the top five in descending order are New York, London, Paris, and Moscow. Statistics on Instagram reveal Los Angeles is also the top-tagged city in terms of engagement. Mexico City and Madrid rank 2nd in this regard, followed by Mumbai and Bangkok. If we only observe engagement, without considering the frequency of tagging, Coachella and Nepal are the top-performing locations on Instagram.

52. Instagram shoppable posts can increase traffic by 1,416%.

Due to the ease of implementation and the convenience they grant to users, this type of content has brought immense benefits to marketers ever since its launch in 2018. Instagram shoppable posts statistics reveal brands have seen between 13% and 2,666% increase in traffic, while some have reported a whopping 20% increase in revenue.

Instagram Ads Statistics

53. Instagram generated around $20 billion in advertising revenue in 2019.

This amount is a quarter of the Facebook family’s total advertising revenue. To put things into perspective, video giant YouTube recorded $15.1 billion in ad revenue the same year. These figures are a clear indication that Instagram is a priority platform for advertisers.

54. The average Instagram CPC is $3.56 while the platform’s average CPM is $6.70.

Instagram advertising statistics reveal that the platform offers four bidding options:

  1. Cost Per Click (CPC) – paid every time someone clicks on your ad;
  2. Cost Per Thousand Impressions (CPM) – paid every time 1,000 users see your ad;
  3. Cost Per Like (CPL) – paid every time a user likes your post;
  4. Cost Per Action (CPA) – paid every time a user completes your desired action, e.g. a purchase;
  5. Cost Per Install (CPI) – paid every time a user installs the app in your ad.

CPC and CPM are by far the most popular among marketers, with the latter being preferred by established brands to further solidify brand awareness. CPC greatly depends on how competitive the audience demographic you’re trying to target is. For less competitive groups, Instagram CPC can range between $0.2 and $2, which is substantially lower than the overall average. 

Instagram Hashtag Stats

55. Used in more than 1.83 billion posts, #love is the most popular Instagram hashtag.

With 1.15 billion posts, #instagood ranks second. Being used in 812.7 billion posts places #fashion third; followed by #photooftheday and #beautiful in the fourth and fifth place, respectively.

56. Posts with at least one hashtag get 12.6% more engagement.

While Instagram allows up to 30 hashtags per post and up to ten per story, that doesn’t necessarily mean that the more you use the better. In fact, there are various studies that examine the performance of posts with different hashtag counts.

Research by TrackMaven suggests that Instagram posts with nine hashtags perform best. Even though engagement decreases again after this peak, posts with more than nine hashtags perform better than those with less, as Instagram hashtag statistics reveal.

On the other hand, a study by Smart Insights reveals that the number of hashtags is not the only parameter that can affect a post’s engagement. In that sense, the account’s follower count, as well as the location of the hashtags (in the post’s caption vs. its first comment), was taken into consideration. The highest engagement was recorded with accounts with less than 5k followers, using five hashtags in the post’s caption.

Finally, hashtag length can also affect engagement. TrackMaven’s Instagram engagement statistics reveal that hashtags with 21 characters in length are the best-performing ones. 24- and 26-character-long hashtags rank second and third, respectively, followed by hashtags counting 5 characters. Interestingly enough, hashtags that are 25 characters long see the least engagement, as do the ones with 27 characters or more.

How Hashtags Affect Instagram Engagement Rates

57. 87.7% of brands place hashtags in posts’ captions.

Brands also place a higher number of hashtags when placing them in captions — most of these posts will have either seven or 27-30 hashtags. These figures are far from two which is the number of hashtags that most brands will use when opting to place them in the first comment.

As mentioned above, hashtags’ success depends on a variety of parameters. Instagram statistics reveal that while brands with up to 100k followers achieve better reach rates when using hashtags in captions, accounts with over 100k followers see a better reach rate when placing hashtags in the first comment.

58. There are over 114,000 banned Instagram hashtags.

While some of them are banned forever and some only temporarily, businesses have to be cautious not to use any one of them. A post with a banned hashtag won’t show up for any of the other hashtags associated with it. Using banned hashtags can also lead to a shadowban, account block, or penalization.

Instagram Video Stats

59. Instagram video posts receive around 38% more engagement than image posts.

60. Story stickers increase video viewership in 83% of cases.

61. Sponsored Instagram videos get 3X more comments than photos.

Instagram Follower Statistics

62. 52.35% of Instagrammers have less than 1,000 followers.

At 37.41%, the next largest segment of Instagram users has between 1,001 and 10,000 followers. The percentage of profiles with 10,001-50,000 stands at 7.58%. At 1.2% and 1.14%, the two smallest segments are Instagram accounts with 50,001-100,000 and ones with over 1 million followers, respectively. Finally, Instagram stats reveal the smallest segment represents accounts with 100,000 – 1 million followers, at 0.32%.

63. With over 365 million, Cristiano Ronaldo is the most followed person on Instagram.

The soccer player’s account ranks second in terms of number of Instagram followers, as the platform’s official account tops the list with over 440 million followers.

Lesser-Known Facts About Instagram

64. Facebook bought Instagram for $1 billion in 2012.

65. Instagram is now estimated to be worth over $100 billion.

66. Photos with faces get 38% more likes.

67. The average number of Instagram followers on personal accounts is 150.

68. Instagram users were missing an average of 70% of their feeds after the chronological feed was canceled in 2016.

69. The most instagrammed food is pizza, followed by sushi.

70. Over 60% of Instagram stories are viewed with sound on.

71. 5 million videos were posted within 24 hours of Instagram announcing the video feature.

72. Over 8% of Instagram accounts are fake and over 30% are inactive.

73. The most liked post on Instagram is a photo of an egg with over 55 million likes.

74. 10 selfies are posted on Instagram every 10 seconds.

75. You can’t follow more than 7,500 accounts on Instagram.

76. 14% of drivers admit to using Instagram while driving.

77. Clarendon is the most liked filter among US Instagram users.

Instagram FAQ

How many people use Instagram?

As of 2021, there are over 1.39 billion monthly active users on Instagram worldwide. The app is most popular in India, United States, and Brazil, with over 201, 157, and 114 million Instagram active users each.

How many business profiles are there on Instagram?

There are more than 200 million business accounts on Instagram. 

Which country uses Instagram the most?

With over 180 million users, India uses Instagram the most. The US ranks second with over 170 million users, followed by Brazil with over 110 million users.

What percentage of the world uses Instagram?

Considering the latest figures, Instagram usage accounts for 17.54% of the world’s 7.9 billion population.

How many Instagram stories are posted a day?

There are over 500 million Instagram stories users who post 2.3 stories a week, on average. These Instagram statistics add up to over 165 million Instagram stories posted daily.

Sources: DataReportal, Facebook, Statista, The Dealmakers Academy, Statista, Vox, Pew Research Center, eMarketer, WordStream, Internet Live Stats, Omnicore, AdEspresso, Semrush, Statista, Statista, Pew Research Center, Statista, Statista, Hootsuite, Pew Research Center, Statista, Hopper, Trackalytics, Statista, Preview, VidMob, Facebook IQ, Instagram, EmbedSocial, HubSpot & Mention, eMarketer, Block Party, Klear, Marketing Land, Later, Instagram Business, MarTech, Instagram Business, Hootsuite, Clutch, eMarketer, eMarketer, BigCommerce, eMarketer, HypeAuditor, SocialMediaToday, Buffer, Quintly, Statista, BigCommerce, Bloomberg, WebFX, WebFX, Hootsuite, Later, TrackMaven, Smart Insights, Social Insider, The Preview App, Hootsuite, Facebook for Business, Mediakix, Instagram, Instagram, The Fact Site, Bloomberg, HashtagsForLikes, Refinery29, The Telegraph, Hootsuite, TechCrunch, Business Insider, Instagram, AdWeek, Instagram, Digital Trends, Backlight, Instagram, Backlinko, PG Designs