Guide on Instagram User Statistic, demographics & more

Are you looking for the latest Instagram statistics to improve your Instagram marketing strategy?

There are tons of posts out there about Instagram statistics. By and large, the majority of these stats come from dead sources.

Luckily, this is a complete list of up-to-date Instagram marketing statistics in 2022. We will regularly update this page with the latest news we can find.

The app was created in 2010 by Kevin Systrom and Mike Krieger. Since its inception, Instagram was purchased by Facebook for $1 billion in April 2012. In 2013, Instagram released Vine, an app that allows users to create short video clips.

Instagram User Statistic

Instagram has seen phenomenal growth since it was created in 2010. In the beginning, only a few thousand people were using the app, but now it has over 200 million active users. This growth is significant because Instagram allows users to share photos and videos with friends and followers quickly and easily.

How many users does Instagram have?

Instagram is currently having 2.5 billion users. The app has over 1 billion active users, making it one of the most popular platforms on the internet. In addition to photo sharing, Instagram also offers tools for creating and sharing stories and features for considering products and services.

2. How Many People Use Instagram Monthly?

Instagram will have 1.386 billion monthly active users worldwide in 2021. According to Statista, Instagram had reached one billion monthly active users in June 2018, up from 800 million in September 2017.

3. How Much Time Do People Spend on Instagram Daily on Average?

In 2018, users spent an average of 53 minutes daily on Instagram. And now, Instagram users are spending an average of 28 minutes on the platform daily.

4. Followers' Average Instagram Account Have-

According to Mentions’ data in 2021:

• Only 53.6% of Instagram users have less than 1,000 followers.

• Smaller indie media platforms are making progress to reach their audience over multiple platforms.

• 38% of users have 1,001–10,000 followers.

• 7.2% of users have 10,001–50,000 followers

• 0.9% of users have 50,001–100,000 followers.

• 0.15% accounts have 100,001–1M+ followers.

• 0.14% of users have more than 1M+ followers.

• 0.01% of users have more than 10M+ followers. This is only 81

accounts. These accounts with massive followings include celebrities,

global brands, and mega-influencers.

Instagram Demographics

5. Instagram has garnered an impressive 2 billion users since its platform debuted in 2011.

6. Instagram as the new hip network in the eyes of the younger generation may be indicative of the fact that TikTok is more popular than Instagram.

7. Instagram maintains a firm grip on Gen Z and Millennials; these groups account for over 3/4 of its user base.

8. The recent changes Instagram made to the Shopping feature and its recent updates to statistics signal the platform's shifting to be an e-commerce platform.

9. Reels were popular, but TikTok's momentum did not stop in 2021. Instagram's influencers continued to leave the site.

10. How Long Should My Instagram Caption Be?

According to Mentions’ data, around 95% of posts had captions with a length of fewer than 1000 characters, and only 5% with more than 1000 characters. Around half of all posts had captions between 100 and 1000 characters.

11. The Median on Instagram Stories Is 5.9%

The median exit rate on Instagram Stories across all industries is 5.9%. The lowest exit rate was achieved by brands in Sporting Goods, Beauty, and E-commerce. On the contrary, the highest Instagram Story exit rates were found in Beverages, FMCG Food, and FinFor ance.

12. Over 1 Million Posts Mentioned “Memes” Are Shared with Instagram Each Day

Memes are a serious trend on Instagram. If your brand fits the meme, it might be worth a try.

13. Instagram Sponsored Content Growth

The trend of influencers publishing sponsored content on Instagram continues to grow. Over the course of the year from February 2018 to February 2019, the number of Instagram influencers using the #ad hashtag grew by 133 percent (Socialbakers, 2019).

Instagram Hashtag Stats

14. How Many Hashtags to Use On Instagram

You can include up to 30 hashtags on a regular post, and up to 10 hashtags on a Story.

The consensus is that about 11 hashtags are a good number to start with. But the most common number of hashtags to use on Instagram is between 1 and 3.

If you try to include more, your comment or caption won’t post.

15. 200+ Million Users Visit a Business Profile at Least Once a Day

One way users are spending their time on Instagram is by browsing through the many business profiles that are present on the app. Yours could be one of them!

16. 90% Of Users Follow at Least One Business Account

Users are interested enough to follow business profiles on Instagram, frequently viewing their posts and stories. With such a large number of Instagram users, your business should be able to pick up a couple of followers easily.

17. Instagram Influencer Rates Range from $50 To $1 Million for A Single Sponsored Post

Across Instagram, influencers come in all different follower counts and tiers. From nano-influencers (influencers with a follower count of 1,000 to 10,000) to mega influencers (over 1 million followers), each influencer tier has its own pricing for a sponsored post.

18. Top celebrities and pop stars can command half a million to a million per sponsored post whereas top models (e.g. Gigi Hadid, Cara Delevingne, Kendall Jenner) can net up to a few hundred thousand per sponsored post.

Nano- or micro-influencers may start around $50 and/or are compensated with products, freebies, and experiences.

19. If you use just one hashtag on a post, it is going to get 29% more interactions.

20. If you use more than 11 hashtags on a post, then you are going to have 79% more interactions.

21. Longer hashtags typically include between 21 and 24 characters, and they do better than shorter tags. 7/10 hashtags that are on Instagram are brand hashtags.

Instagram Advertising Stats

22. 4 Million Businesses Use Stories Ads Every Month.

Businesses are using Stories to express the creativity of their brand and inspire interest and action throughout the customer journey.

23. 928.5 Million People Can Be Reached by Ads On Instagram

That’s a high percentage of the platform’s 1 billion-plus monthly active users.

Note that 655.8 million of these users are between 13 and 34 years old.

24. Product Information On Instagram Drives Action

87% of users said that they took action after seeing product information on Instagram, such as following a brand, visiting their website or making a purchase online. Instagram has made these actions easier for consumers with the addition of Shopping on Instagram, so people can click on specific products.

25. 38% Of Marketers Take Advantage of Instagram’s Ad Platform.

Understanding the power of Instagram and having a solid marketing plan in place will help your business grow. If your target audience frequents Instagram, you should join the 38% of marketers utilizing this unique platform to promote your brand.

26. The Average Cost-Per-Click Across Instagram Ads Is Around $0.70-$1.00

The cost for Instagram ads hovers between $0.70 to $1 per click on average. However, costs tend to vary based on a variety of factors, such as industry, location, and ad placement. More competitive industries and demographics generally have higher advertising costs. Also, cost-per-click is more expensive for females than for males.

Percentage of Instagram users

27. Countries with the highest number of Instagram users as of April 2022

India – 232 million
USA – 160 million
Brazil – 121 million
Indonesia – 100 million
Russia – 60 million
Turkey – 50 million
Japan – 45 million
Mexico – 36 million
UK – 32 million
Germany – 28 million

28. Locations of users on Instagram

Urban – 48%
Suburban – 37%
Rural – 25%

Time spent on Instagram statistics

29. What’s The Average Engagement Rate On Instagram?

The average engagement rate of an Instagram post of any kind in 2020 was 2.26%. Keep in mind that this number takes into account the posts of super influential users and public figures, which skews the average heavily.

30. When we consider the median engagement rate, which allows us to adjust for highly influential accounts, this went down to around 0.84%.

31. In 2020, video posts were more likely to receive a higher number of likes and comments with 888 likes and 24 comments on average. This was closely followed by carousel posts, then single image posts.

32. When Is the Best Time to Post On Instagram?

Engagement with posts surges in the early evening between 6 pm and 8 pm, or between 18 pm and 20 pm at your location, whereas it reaches its highest. Engagement then drops quite rapidly over the course of the evening and the night until after midnight. During the early hours of the morning (12 am), engagement remains relatively stable, then grows steadily until around midafternoon.

Instagram Brand Stats

33. There are more than 25 million business profiles on Instagram.

In 2016, when Instagram introduced the function to label your profile as a business profile, the number of profiles that were labeled as such increased. The number of business profiles on the platform increased since then, reaching over 25 million by November 2017.

34. 200 million people frequent a company's profile at least once a day.

On Instagram, users are seeking wonder, seeing how other companies are bringing success. Your profile could hop on their list!

35. Up to 90% of users have at least one business account.

Instagram users are so engrossed in their accounts that they'll stick to the profile of your business as well. Having so many Instagram features, it's simple to attract more followers to your account.

36. What commercial group on Facebook has the most followers?

In 2020, the common denominator among the most-followed businesses and organizations was Home & Auto (192K followers). Content & Apps (50K followers) came in second place, Publishers (45K followers) came in third, government agencies (23K followers) presented fourth, and non-profit religious organizations (17K followers) came in fifth.

37. Influencers currently receive between $1.7 billion and $2.3 billion.

At present, a study by Mediakix predicts that the total amount spent on Instagram influencers will total $1.7 billion in 2019, with a projected rise to $2.3 billion by the end of the following year. Initially, $800 million was spent on influencers in 2017, which increased to a projected $1.3 billion last year.

38. Influencer Rates Range from $50 to $1 Million for a Single Sponsored Post on Instagram.

Instagram influencers come in all different and follow counts. From referring to influencers with a follower count of 1,000 to 10,000 as nano-influencers to referring to those who have over 1 million followers as mega influencers, this tier and follower count process goes on for all influencer types. Influencer pricing varies by tier, with large influencers costing more than smaller influencers.

39. Top celebrities and pop stars can command half a million to a million per sponsored post whereas top models (e.g. Gigi Hadid, Cara Delevingne, Kendall Jenner) can net up to a few hundred thousand per sponsored post.

40. Nano- or micro-influencers may start around $50 and/or are compensated with products, freebies, and experiences.

41. What Is the Best Day of the Week to Post On Instagram?

If your brand is a lifestyle, restaurant, travel, or blogging business, your audience could likely be more active on weekends or during non ‘office’ hours.

42. If you’re a B2B or a SaaS brand, chances are your followers will engage with your posts more during weekdays.

43. Based on data, a similar frequency of engagement over each day of the week was seen. Sunday's rate of engagement is higher than the other days of the week because of the average than the daily rates on the other days of the week, Tuesday and Thursday are slightly out of the range of the average.

44. How Many Instagram Users Are There Among Young Adults?

As of July 2021, roughly 32 percent of global Instagram audiences were aged between 25 and 34 years. Over two-thirds of total Instagram audiences were aged 34 years and younger (Statista, 2021).

45. The single most popular age range is users between the ages of 25-34, followed by users between the ages of 18-24.

46. Who Uses Instagram More, Men or Women?

The gender mix on Instagram is pretty even: 51.4% female and 48.6% male (Statista, 2021).

47. However, in the U.S., a substantially higher percentage of women (56.3%) use Instagram than do men (43.5%).

Distribution of Instagram users worldwide as of July 2021, by gender.

48. Which Country Has Most Instagram Users？

As of July 2021, India was the leading country based on the readership of Instagram with its 180 million users, followed by the United States with its 170 million users (Statista, 2021). Brazil came in third with 110 million users, followed by Indonesia with its 93 million users.

49. 90% of companies have at least one account on the photo-sharing service Instagram

50. A significant 65% of marketers plan to increase their organic Instagram account activities over the next 12 months.

51. Brands post about 2.5 stories per week on average.

52. 60% of brands regularly incorporate interactive doodles into their advertisements. These include stickers, photos, music, and more.

53. The case completion rate for brand stories is 85%.

54. About 87% of businesses on Instagram follow at least one company.

55. Marketers plan to increase their Instagram organic engagement by 67 percent in the next twelve months.

56. On average, brands publish 2.5 stories per week.

57. 60% of companies feature an online game or application each. These might include voting stickers, quotes, music, and more.

58. Brands have an excellent 85% average completion rate when considering their stories.

59. Following a survey, 78 percent of respondents claimed that they see brands on Instagram as an up-and-coming trend, 77 percent said that they view it as creative, 75 percent stated that they consider it to be entertaining, and 72 percent agreed that they think brands are trying to build a community

60. 81% of users having heard of UGC say they have used it to influence their purchasing decision in the past.

61. Brands post on Instagram post ten times per month.

62. 10% of brands post comments after 19 days.

63. 98% of fashion brands advertise on Instagram.

64. More than 50 percent of all brands on Instagram have created at least one story.

65. Brands on Instagram have seen approximately ten times as much activity as on Facebook.

66. Brands can retain 23% less engagement on Facebook for the same image.

67. 89 percent said that Instagram had been the most important social media channel for influencer marketing.

68. Whereas 79 brands use Instagram for influencer campaigns, compare.

Instagram Influencer Statistics

69. The influence of Instagram influencers in social media advertising is worth almost $1 billion (MediaKix).

70. About 43 of the worldwide population follows at least one social media influence (YouGov). - With 401.2 million worldwide followers, Cristiano Ronaldo is the most influential person in the world (Statista).

71. Influencers with less than 15K followers have the best average engagement rates—3.86% (InfluencerMarketingHub)

72. There were 6.12 million brand-sponsored Instagram posts in 2020 (MediaKix).

73. Micro-influencers (between 100,000 and 1 million followers) charge an average minimum of $165-$1,804 per post (Statista). Macro-influencers (over 1 million followers) charge a minimum average of $1,118 per post.

Instagram Stories Stats

74. Instagram Stories has 500 million active users daily.

75. Approximately 62% of Instagram users have confessed that they get more interested in a brand after viewing it in a Story.

76. More people use the heart love Sticker image than any other Giphy in Stories.

Instagram’s MAU timeline

77. In October 2010, Instagram, formerly known as Burbn, was created by entrepreneurs Kevin Systrom and Mike Krieger. Over the course of just a week, it had 100,000 users, an uncommon statistic for platforms like Instagram.

78. Instagram reached 1 million monthly users by February 2011, meaning investors had contributed to the app's achievement. As the result, Instagram's value was estimated at $25 million by February 2011.

79. Instagram steadily obtained 10 million monthly active user MAUs, up to which Instagram released its iPhone application after a year. Then it took Facebook 26 months to receive 30 million monthly active users from the website's launch.

Notable Instagram MAU milestones

February 2013: Instagram hit 100 million users (MAU)
June 2016: Instagram hit 500 million users (MAU)
June 2018: Instagram hit 1 billion users (MAU)

Instagram’s Daily Users Exploded

81. As the Instagram app has amassed a large following of time travelers so rapidly thanks to its progressively updated array of functions and features, it's evident that the platform has become a primary aspect of social media.

82. If we looked back in October 2016, Instagram had 550 million users with an average daily user base of 100 million, meaning around 18% of their user count would visit the site every day.

83. Now, over 50 percent of the app's monthly users are active on a daily basis due to the release of some major features.

Instagram’s Daily Users Exploded

84. As the Instagram app has amassed a large following of time travelers so rapidly thanks to its progressively updated array of functions and features, it's evident that the platform has become a primary aspect of social media.

85. If we looked back in October 2016, Instagram had 550 million users with an average daily user base of 100 million, meaning around 18% of their user count would visit the site every day.

86. Now, over 50 percent of the app's monthly users are active on a daily basis due to the release of some major features.

87. Instagram Stories: 24-hour photo and video montages.

88. Ephemeral messages: Private messaging media that delete after viewing.

89. Feed algorithm: Orders your feed by posting their computer modeling things you’ll like.

90. IGTV: Post longer videos, removing the previous limits.

91. Live video: Broadcast videos to your followers, who can comment.

92. Instant translation: The ability to translate comments, captions, and profiles helped their expansion outside non-English speaking territories.

93. Reels: Create fun 15-second videos. Instagram’s answer to TikTok.

Global Instagram Monthly Active User Growth Rate

94. Below is the latest data made available in 2020 via Instagram (Facebook).

Sep-14 to Jun-18 – 200 Million user growth in 9 months
Apr-17 to Sep-17 – 100 Million user growth in 6 months
Dec-16 to Apr-17 – 100 Million user growth in 4 months
Jun-16 to Dec-16 – 100 Million user growth in 6 months
Sep-15 to Jun-16 – 100 Million user growth in 9 months
Dec-14 to Sep-15 – 100 Million user growth in 9 months
Mar-14 to Dec-14 – 100 Million user growth in 9 months

Top 10 most-followed Instagram accounts

95. Ignoring Instagram’s profile as the number one followed account on its platform, the top-ranked list is like a who’s who from music, sports, and entertainment. Some celebs on the list like Kylie Jenner and Kim Kardashian enhanced their fame and income through social media platforms like this.

96. The top 10 most followed Instagram Accounts are:

How many users does Instagram have in each world region in 2022?

97. Number of active Instagram users in Northern America: 173.2 million

98. Number of active Instagram users in Central America: 51.2 million

99. Number of active Instagram users in the Caribbean: 9.1 million

100. Number of active Instagram users in Southern America: 206.7 million

101. Number of active Instagram users in Western Europe: 77.3 million

102. Number of active Instagram users in Northern Europe: 51.2 million

103. Number of active Instagram users in Southern Europe: 70.2 million

104. Number of active Instagram users in Eastern Europe: 45.0 million

105. Number of active Instagram users in Northern Africa: 40.4 million

106. Number of active Instagram users in Western Africa: 15.4 million

107. Number of active Instagram users in Middle Africa: 2.0 million

108. Number of active Instagram users in Eastern Africa: 9.9 million

109. Number of active Instagram users in Southern Africa: 7.0 million

Instagram Content Statistic

110. How Long Should My Instagram Caption Be?

To get better quotes for the caption, go for Quotes

111. The Median on Instagram Stories Is 5.9%

112. Over 1 Million Posts Mentioned “Memes” Are Shared with Instagram Each Day

Memes are a serious trend on Instagram. If your brand fits the meme, it might be worth a try.

113. Instagram Sponsored Content Growth

Conclusion

Instagram is a great way to stay connected with friends and family and share your life with others. It is a fun and easy way to keep up with the latest trends and see what others are doing. Be sure to check out Instagram for yourself, and see what all the fuss is about!

It's evident that Instagram usage will grow in the coming years. This is because the app offers a unique and engaging experience that users find valuable. Brands and businesses should consider how they can use Instagram to reach their target audience. Finally, individuals should continue to explore the app and its many features to get the most out of their Instagram experience.

FAQs on Instagram Statistics and Facts

1) How many users does Instagram have?

Ans: As of 2023, Instagram has over 2 billion monthly active users.

2) Who are the most followed accounts on Instagram?

Ans: The most followed accounts typically belong to celebrities, sports stars, and brands. As of 2023, the top followed accounts include Cristiano Ronaldo, Lionel Messi, and Kylie Jenner.

3) What is the average time spent on Instagram per day?

Ans: The average time spent on Instagram per day varies, but it's generally significant. While exact figures can fluctuate, many studies indicate that users spend a substantial amount of time on the platform.