50+ Instagram Statistics and Facts as of 2023

Instagram currently ranks as the 4th biggest social media network globally as of 2023.

With over 2 billion active users, Instagram consistently brings in major updates to make sure that users find it an enjoyable experience. It has become where creators and influencers can create content for their fans.

Instagram innovations have made people able to create fundraisers and shippable feeds. These add-ons have made it so that brands have increased their presence on the platform.

Each new update adds value for Instagram users.

Here is a list of 50 Instagram statistics and facts as of 2023:

1. Instagram Has More Than Two Billion Active Users

As stated above, Instagram is the fourth biggest social media platform as of 2022. It currently ranks under Facebook, which has 2.9 billion monthly active users, YouTube, with 2.2 billion, and Whatsapp, with a little over 2 billion.

2. 64% Of Instagram Users Are Under 34 Years

Instagram has long been an abode for younger people. Having been introduced during the heyday of the Millennial generation, it makes sense that 34 is the cut-off age as it is the same for Millennials.

3. Largest Age Group Falls Under 25 To 34

As stated above, Instagram became popular during the heyday of the Millennial generation. Since Gen Z, the current teenagers and early adults, have largely flocked to social media platforms like TikTok and Be Real, it makes sense why this age range is Instagram's largest.

4. Instagram Has 500 Million Daily Active Users

Due to its size and the nature of the Instagram application being built on daily uploads of stories and liking each other posts, it makes sense why Instagram has so many active daily users.

Target audience is aged between 25-34. Seen here is an Instagram creator called Maya Penn ( Source : instagram )

5. 17.6% Of The World Population Uses This Platform

As the fourth largest social media platform, it is no surprise that Instagram has more users than most countries worldwide. Especially with the ease with which Facebook's acquisition of Instagram has made the two interconnected and the popularity of the now-parent app.

6. Highest Users Are In India, US, And Brazil

The largest users of the Instagram app are in India, with over 201 million, the US, with over 157 million, and Brazil, with over 115 million. India is the second most populated country, the US is the third, and Brazil is the sixth, so these countries showing up here make a lot of sense.

7. 58% Of Marketers Levergaed Reels

Reels are a function Instagram introduced in 2019 where users could post 15 seconds long videos. Now, the length has increased to up to 90 seconds. Due to the popularity of reels, many marketers have begun showing a lot of interest in them and even used them to market their products.

8. 6 Out Of 10 Instagram Users Log In Daily

On average, 59% or about 6 out of 10 Instagram users log into the app daily for one reason or the other. The app is known not only for its addictiveness, but due to the addition of reels, it has more to offer to audiences compared to other apps and platforms.

Instagram is a great place to spread activism and use content to reach followers. Seen here is activist Josephine Becker ( Source : instagram )

9. 21% Of Instagram Users Log In Weekly And 16% Log In Less Often Than That

Despite the many updates Instagram has introduced, a fraction of users still do not seem to be drawn to the app enough to log in more than once a week, some even less than that. Instagram has seen a lot of competition these days.

10. 38% Of Instagram Users Log Into Instagram Multiple Times

Given that it is one of the biggest social media platforms, it makes sense that such a large portion of users log into Instagram multiple times. As stated above, there is a lot Instagram has to offer.

11. Instagram Users Spend 28 Minutes On Average On The App

With posts, reels, and constantly refreshing content on the Explore page, it's easy to understand why people would spend time on Instagram. Due to the number of things to do on the app, it is very easy to lose track of time using the app.

12. More Than 100 Million Photos Are Uploaded To Instagram Daily

Instagram is first and foremost a photo-sharing app. Despite all the many updates and additions to the app in ways that people can use it, the primary reason for Instagram is to post pictures people wish to share with their friends, family, fans, and followers.

13. 70% Of Instagram Users View Stories Daily

Instagram stories are a feature where users can post pictures or videos that can only be seen for a 24 period of time and then vanish. It is one of the most popular features on Instagram and boosted the number of people that use Instagram when it first started in 2016.

14. 71.9% Of Instagram Content Is Photo Posts

As per fact #12, Instagram is a photo-sharing app, and though in recent years sharing reels and videos has increased, it is still held in the public consciousness as an app for sharing pictures which harken back to when it was initially dropped.

Instagram is a great place for creators and businesses to show off their products and services. Alexa Corbisiero seen here promoting her products ( Source : instagram )

15. 130 Million Users Tap On Shopping Posts Monthly

Recently, users have been able to shop via Instagram as its recently introduced shopping posts let people view products and prices. This nifty new update which once started in fashion products now lets people utilize Instagram solely for shopping if need be.

16. 40% Of Instagram Users Post Stories Daily

Instagram stories make the Instagram experience more exciting as one has the opportunity to post things that people will miss if they do not catch them within a 24-hour period. As such, it makes sense why so many people would want to post them.

17. Average Engagement Rate For All Post Types Is 0.83%

An Engagement Rate measures the level of interactions an app or creator has with their users or audience. A good engagement rate is between 1% to 5%. However, the larger an app, the harder this is to reach.

Instagram has also increased the abilities of celebrities to contact fans. Especially to promote movies like here. ( Source : instagram )

18. Photo Posts See A 0.81% Engagement Rate, Video Posts See A 0.61% and Carousel Posts See A 1.08%

Despite videos being longer, Instagram still sees more engagement in photos than in videos. However, their carousel posts, which are posts containing more than one photo or video, still see the most engagement rate.

19. Business Accounts With Less Than 10K Followers See 1.11% Average Engagement Rate

As stated above, users with fewer followers see a larger average engagement rate because these followers are more active with liking and commenting on the account. More often than not, business accounts with less than 10K followers are homegrown accounts with a dedicated fanbase.

20. Business Accounts with 10K To 100K followers See 0.93% Engagement Rate

As a business grows, its followers' engagement rate decreases due to various factors, such as a loss of authenticity and feelings of eruditeness. However, the loss is not so significant as a cause for concern.

21. The Average Number Of Likes Per Instagram Post Is 1261

When factoring in the many posts on Instagram throughout the platform, the average number of likes for posts on Instagram is 1261. This takes into account both celebrity and normal public accounts.

22. Longer Captions Get Better Engagement

Instagram posts with more extended captions get better engagement because people take more time to read what the post is about.

23. 10.7 Hashtags Are Used In Instagram Posts On Average

Hashtags are a great way to get one Instagram post on the explore page and more engagement from people outside a person's followers list.

24. Instagram Has 58% More Engagement Per Follower Than Facebook

Facebook, despite being the most prominent app in the world currently, has been steadily losing relevancy because people see it as a social media platform of the past. On the other hand, Instagram has more young users that are more adept at social media.

Instagram regularly highlights personalities and creators differently abled like Dylan Hronec a surfer ( Source : instagram )

25. 100 Million Instagrammers Watch Live Videos Daily

Instagram Live is another one of Instagram's innovations. Launched in 2016, it allows people to broadcast live videos for their followers in the same tab people can view their stories. As shown by the number, it is a widely successful feature.

26. Photos With Faces Perform 40% Better Than Those Without

Posts of pictures with human faces tend to be more memorable and produce more engagement as people stop and look at those pictures compared to those of, say, landscapes and buildings.

27. Posts With At Least One Hashtag Gets 12.6% More Engagement

As stated above, hashtags increase the visibility of a post on Instagram. As such, posts with hashtags get increased visibility due to featuring on the explore page and reaching a higher level of the audience.

Instagram also highlights the work of artists like Pea The Fairy ( Source : instagram )

28. Instagram Gets More Engagement On Weekdays

Instagram gets more engagement during the weekdays, especially on Wednesday and Thursday. The reasoning behind this can be due to users using it during these times users are more likely to take a break or slow down from their jobs.

29. Users Like 4.2 Billion Posts Per Day

As there are billions of users on Instagram, it makes sense why the number of posts they like ranges in the billions too. From people liking posts for a reason or simply scrolling without a purpose, liking is the best way to engage with Instagram.

30. Ads With Voiceover Or Music Show Better Results Than Those With No Sound

Voiceovers or music draw more engagement as it draws the users' attention rather than those with no sound that can be skipped. It is also why reels have become so popular.

31. Posts With Tagged Locations Get 79% More Engagement

With tagged locations, users are prone to dwell on the post for longer, which drives engagement. Plus, with tagged locations, users also click on the link, which drives up engagement too.

32. Over 25 Million Businesses Use Instagram To Promote Services And Products

As the fourth biggest app, Instagram has long since been a haven for advertisers to promote their services and products. It is already an image-heavy app, so advertisers can get creative when promoting their products and services, leading to increased engagement.

33. 90% Of Accounts Follow At Least One Business

The popularity of brands on Instagram goes hand in hand with this fact, as this means that almost everyone has one brand they are interested in having a presence on. Be it sports, fashion, music, or art, everyone has a business of interest that they follow on Instagram.

34. 44% Of Business Use Stories To Promote Products

As stated above, stories perform the best on Instagram. So, a large number of businesses use Instagram stories to promote their products as 44% is a large number for businesses to use any feature.

Instagram has been an amplifying factor for many creators and brands like with Deja Foxx ( Source : instagram )

35. 98% Of Fashion Brands Use Instagram

As they are very visually appealing, fashion brands have larger visibility on Instagram. They use the app to show off their products, and with the introduction of the shopping feature, these brands can not only promote but also sell their products.

36. 500,000 Active Influencers Are On Instagram

Influencers are people with a large following who use social media to connect with their audience and promote the content they create. As Instagram is one of the most popular apps, it is understandable that over half a million influencers use the social media platform.

37. Business Accounts Post 1 Post Daily On Average

Instagram promotes active use. So, businesses post one post daily on average to make sure their pages get engagement from their audience. This coupled with other Instagram features, makes it so that these businesses can interact with their audience daily.

Pictures with faces, even animals, fare better on Instagram ( Source : instagram )

38. 50% of Instagram Users Are More Interested In Brands After Seeing An Ads

As one of the most popular ads, many people are on Instagram, and so are businesses. With the way Instagram works via engagement, people are more prone to be interested in things they see on the app.

39. 75% of Users Take Action On At Least One Ad

As stated above, everyone has at least one business of interest they see on Instagram. They are bound to come upon one advertisement that speaks to them or sparks their fancy due to their interests aligning.

40. Highest Advertising Audience Is Between 25-34

As stated above, 25-34 is the age group that uses Instagram the most. So, it makes sense why the same age group would be the highest advertising audience on Instagram.

41. Video Ads Get Three Times More Engagement Than Photos

With video ads, users need to spend more time with the ad, while photo ads are more easily skippable. This leads to video ads gaining more engagement than photos.

42. Nike Is The Most Popular Brand On Instagram

Nike is the most popular brand on Instagram, aside from Instagram, with over 259 million followers. It is a clothing and shoewear company that is most popular for its athletic and athleisure wear.

43. National Geographic Has 253 Million Followers On Instagram

National Geographic is the second most followed brand. It is a media company that shares information on nature and animal life.

44. Real Madrid CF Has 129 Million Followers

Real Madrid CF is the third most followed brand. It is a football club in the Spanish league of La Liga.

Nike, the athleisure and athletic wear brand, is the most followed brand on Instagram ( Source : instagram )

45. FC Barcelona Has 115 Million Followers

FC Barcelona is the fourth most followed brand. It is also a football club that plays in the Spanish league of La Liga and is the rival of Real Madrid CF.

46. UEFA Champions League Has 101 Million Followers

The fifth most followed brand, UEFA Champions League, is England's football league.

47. Advertising Audience Grew By 20.3% In 2022

Despite TikTok's growing popularity rivaling Instagram in popular media and the public's consciousness, it still grew its advertising audience by 20.3% this year.

48. The U.S. Has The Highest Potential Instagram Advertising Reach

The United States, Instagram's home country, has the highest potential advertising reach for Instagram. India and Brazil followed behind in terms of potential Instagram advertising reach.

National Geographic, the media company focused on nature, is the second most followed brand on Instagram ( Source : instagram )

49. Marketers Spend 69% Of Their Budget On Instagram

Due to the effectiveness of Instagram in marketing and advertising, those businesses that advertise on Instagram spend more than half of their budget advertising on it.

50. 83% Of Instagram Users Discover New Products And Services On Instagram

A large majority of Instagram users regularly discover new products and services on Instagram, which goes hand in hand with how many new and old businesses promote their services and products on the app.

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