Since its launch in October 2010, Instagram has grown rapidly, reaching 2 billion active users and becoming one of the top four social networks worldwide.

As the platform continues to evolve with new features and trends, staying updated with the latest statistics is key to fine-tuning your marketing strategy.

Understanding these numbers will not only help you keep pace with the competition but also improve engagement and ROI.

To help you navigate Instagram’s dynamic landscape, we've compiled 50 essential statistics that will level up your strategy and keep you ahead in 2024. Let’s dive into the numbers and insights!

Top 50 Instagram Stats in 2024

Instagram User Statistics

1. As of April 2024, Instagram boasts over 2 billion monthly active users, solidifying its position as one of the leading social media platforms globally.

According to Statista, as of April 2024, Instagram boasts over 2 billion monthly active users, solidifying its position as one of the leading social media platforms globally. This vast audience presents incredible opportunities for your brand to shine through engaging photo and video content that resonates with users.

2. Instagram ranks as the 5th most visited website worldwide, demonstrating its significance as a digital marketing venue.

According to SEMrush, Instagram ranks as the 5th most visited website worldwide, demonstrating its significance as a digital marketing venue. This high ranking underscores the platform’s potential for your brand to reach and engage a vast audience through effective marketing strategies.

3. Instagram is the 24th most searched term on Google, illustrating its strong brand presence.

According to Ahrefs, Instagram is the 24th most searched term on Google, illustrating its strong brand presence. This high search volume reflects the platform’s popularity and offers your brand an opportunity to leverage this visibility to connect with more users through engaging content.

4. 75% of Instagram’s audience is younger than 45.

According to Statista, 75% of Instagram’s audience is younger than 45, highlighting the platform's appeal among younger demographics. This vibrant audience presents your brand with a fantastic opportunity to create relatable and engaging content that resonates with this age group.

5. Instagram's user base is fairly balanced, with 50.6% male and 49.4% female users, allowing brands to appeal to diverse audiences.

According to Statista, Instagram's user base is fairly balanced, with 50.6% male and 49.4% female users. This demographic diversity allows your brand to craft tailored marketing strategies that effectively appeal to a wide range of audiences, enhancing your reach and engagement.

6. The largest demographic on Instagram is the 18-24 age group, accounting for 31.7% of users, followed closely by the 25-34 age group at 30.6%.

According to Statista, the largest demographic on Instagram is the 18-24 age group, accounting for 31.7% of users, closely followed by the 25-34 age group at 30.6%. This concentration of younger users provides your brand with a prime opportunity to connect with a vibrant audience through engaging and relevant content.

Instagram usage statistics

7. US Users spend an average of 33 minutes per day on Instagram, highlighting the platform’s capacity for audience engagement.

Insider Intelligence reports that U.S. users spend an average of 33 minutes per day on Instagram, highlighting the platform’s capacity for audience engagement. This substantial time gives your brand the opportunity to connect meaningfully with your audience through captivating content and interactions.

8. Over 200 Billion Reels Are Viewed Per Day Across Instagram and Facebook

Over 200 billion Reels are viewed daily across Instagram and Facebook, showcasing the immense popularity of this content format. This staggering number highlights the potential for your brand to engage with a wide audience through dynamic and creative Reels that capture attention and drive engagement.

9. There are over 200 million business profiles using Instagram worldwide in 2021.

In 2021, there were over 200 million business profiles using Instagram worldwide. This vast presence highlights the platform's significance for you. By creating a business profile, you can access valuable tools and insights to enhance your marketing strategies, engage with your audience, and drive growth in a competitive landscape.

10. Around 47% of Instagram users in the United States earn more than $75k per year.

According to Pew Research, around 47% of Instagram users in the United States earn more than $75K per year. This high earning potential among users makes Instagram a valuable platform for your brand to target affluent audiences through tailored marketing campaigns and premium content.

11. 72.2% of Gen Z Social Media Users Send DMs on Instagram

According to eMarketer, a significant 72.2% of Gen Z users prefer sending DMs on Instagram, surpassing TikTok's 45.6%. This trend highlights Instagram's strength in fostering one-on-one engagement, making it a key platform for brands targeting younger audiences.

Instagram Stories Statistics

12. Over 500 million users engage with Instagram Stories daily, showcasing its importance as a marketing channel.

According to Statista, over 500 million users engage with Instagram daily, highlighting its significance as a key marketing channel. With such high daily activity, your brand can tap into this engagement to create compelling content that truly resonates with your audience.

13. Instagram Stories Reach 4.3% in Apparel and Accessories, Outpacing Posts in Daily Engagement.

Instagram Stories have become a vital feature for your brand’s social media marketing, boasting over 500 million daily active users sharing content. While Stories reach is generally lower than permanent posts due to their 24-hour lifespan, they still play a crucial role in driving brand interest—62% of users report increased interest in a brand after viewing its Stories.

Notably, the Apparel and Accessories category leads with a 4.3% reach rate, closely followed by Health and Beauty at 4%. Understanding these dynamics can help you leverage Stories effectively to enhance your brand's visibility and engagement.

14. Retention Rate Declines as You Increase the Number of Frames in Instagram Stories

According to Rival IQ, your retention rate on Instagram Stories drops significantly as you add more frames. While you can maintain an 81% retention rate with four frames, it falls below 75% after the seventh frame, showing the importance of concise storytelling.

Instagram Reels Statistics

15. Reels continue to be the most engaging content format on Instagram

Socialinsider's Instagram industry benchmarks data reveals that the average engagement rate for Reels has reached 1.48%. This impressive rate underscores the effectiveness of Reels as a tool for your brand to engage and connect with users, making it a key component of your Instagram strategy.

16. Instagram Reels From Accounts With Over 50k Followers Reach 67,000 Users

According to Statista, Instagram Reels from accounts with over 50K followers reach an impressive 67,000 users. This expansive reach emphasizes the power of Reels as a marketing tool, allowing your brand to engage with a broader audience and enhance visibility through creative and shareable content.

17. Brands prioritize Reels over single images, with a 46% increase in Reels volume YoY

According to Socialinsider, brands are prioritizing Reels over single images, seeing a 46% year-over-year increase in reel volume. This shift emphasizes the growing importance of dynamic video content for your brand, providing greater engagement opportunities and a way to stand out on Instagram.

18. Instagram Reels Generate 15,000 Views on Average

According to Statista, in 2024, the average Reel on Instagram generated over 15,000 views and 805 likes, reflecting its strong engagement potential. Additionally, Reels received an average of 25.72 comments and 82.04 saves, demonstrating the effectiveness of this format for your brand to connect with and engage your audience.

19. The highest Reels view rate (13.3%) is registered among small brands.

According to Socialinsider, small brands achieve the highest Reels view rate at 13.3%. This notable statistic highlights the effectiveness of Reels as a marketing tool for your brand, showcasing the potential for increased visibility and engagement within your target audience.

20. Large Brands Receive More Saves on Instagram Reels According to Social Insider.

Social Insider reveals that larger accounts receive significantly more saves on their Instagram Reels, while smaller accounts (1k to 5k followers) struggle with negligible save rates due to their limited audience size. This highlights the importance of scale in content engagement.

21. Reels Get More Comments Than Single Images and Carousels.

According to Social Insider, Reels consistently receive more comments than carousel posts and single images for accounts with up to 100k followers. Interestingly, for accounts with 100k to 1 million followers, single images slightly edge out Reels in comments, but the difference is minimal.

22. People are Creating More Video Posts

Digital 2023 report reveals that video posts, including Reels, account for 35.9% of all posts on the Instagram feed, closely following photo posts at 45.3%. This trend highlights the growing popularity of video content on the platform, with Reels playing a significant role in this increase.

Instagram Engagement Statistics

23. Instagram Leads with a 39% Daily Engagement Rate, Outpacing TikTok.

According to Power User Curve, Instagram leads with a 39% daily engagement rate, outpacing TikTok. This impressive engagement metric indicates that users are actively interacting with content, providing your brand a prime opportunity to create compelling posts that drive deeper connections with your audience.

24. Instagram has an average engagement rate of 0.70%, significantly higher than Facebook's 0.15%.

Socialinsider reports that Instagram has an average engagement rate of 0.70%, which is nearly five times higher than Facebook's 0.15%. This gap shows a great chance for your brand to boost audience interaction on Instagram.

25. Instagram Carousels have an average engagement rate per post of 0.91%, compared to 0.69% for images.

A study by Socialinsider reveals that Instagram Carousels have an average engagement rate per post of 0.91%, outperforming single images, which see a 0.69% engagement rate. This higher interaction level highlights the effectiveness of Carousels for your brand, providing a dynamic way to showcase content and engage your audience.

26. About 98% of US creators share brand content via Instagram feed posts, Instagram Stories, and Instagram Reels, while 69.1% go live on the platform.

According to eMarketer, about 98% of U.S. creators share brand content through Instagram feed posts, Stories, and Reels, while 69.1% go live on the platform. This widespread engagement showcases Instagram's versatility and significance for your brand to connect with audiences through diverse content formats.

27. In 2024, the average follower growth rate on Instagram for brands under 5k followers is a whopping 40.5%.

In 2024, the average follower growth rate on Instagram for brands with under 5K followers is an impressive 40.5%, while mid-sized profiles see a solid growth of 33.8%, according to Socialinsider. This data highlights the potential for your brand to expand its audience significantly, regardless of your current follower count.

28. Instagram shows varied visual content engagement rates across industries, with Health and Beauty leading at 16.8% for photos and 15% for videos.

Your industry significantly impacts your photo and video engagement rates. Health and Beauty tops the chart with 16.8% for photos and 15% for videos, while Media records the lowest video engagement at 2.6% and Consumer Electronics the lowest photo engagement at 5.6%. Understanding these benchmarks can refine your content strategy.

29. Instagram's Most Engaging Times to Post with Peak Engagement at 3 PM and 8 PM EST.

According to Bazaarvoice, the best times to post on Instagram for maximum engagement are at 3 PM and 8 PM EST, with 2 AM EST also showing strong results. Posting during these peak hours can enhance your connection with your audience.

Instagram Advertising Statistics

30. Over 80% of marketers use Instagram for advertising, largely due to its high engagement and ROI potential.

According to Statista, over 80% of marketers leverage Instagram for advertising, making it the most popular platform after Facebook. Its high engagement rates and diverse global user base boost its effectiveness in your digital marketing campaigns.

31. Instagram feed ads see CTRs between 0.22% and 0.88%, whereas Stories ads experience a narrower CTR range of 0.33% to 0.54%.

According to Brafton, Instagram feed ads see click-through rates (CTRs) between 0.22% and 0.88%, while Stories ads experience a narrower CTR range of 0.33% to 0.54%. This data underscores the effectiveness of both ad formats for your brand, allowing you to optimize your advertising strategy based on engagement metrics.

32. Instagram’s Average Conversion Rate for Top Brands Reaches 1%, with Notable Increases Across Follower Ranges.

According to Bazaarvoice, the average conversion rate for top-performing brands on Instagram is 1%, revealing a strong link between reach and conversions. Brands with up to 100K followers have improved their conversion rates to 1.1%, while those with under 10K followers lead at 1.3%, despite a decrease from last year.

Meanwhile, brands with 500K to 1 million followers maintain a consistent conversion rate of 0.7%. This data highlights the shifting dynamics of Instagram marketing and the potential for growth in various follower segments for your brand.

33. Instagram Stories’ ad revenue rose to $20.03 billion in 2023.

Instagram Stories raked in $20.03 billion in ad revenue in 2023. This proves just how powerful Stories can be for you. With the right strategy, you can tap into this growing opportunity and boost your visibility and engagement.

34. Instagram's Advertising Revenue Expected to Reach 71 Billion U.S. Dollars by 2024.

According to Statista, Instagram's advertising revenue is forecasted to reach about 71 billion U.S. dollars by the end of 2024, a significant increase from 51.1 billion in 2022. This growth highlights Instagram's pivotal role in the digital advertising landscape.

35. Instagram Delivers the Third Highest ROI at 21%.

According to HubSpot, you can enjoy a solid return on investment (ROI) of 21% with Instagram, making it the third highest among social media platforms. This proves Instagram's effectiveness for your brand's marketing efforts.

36. Instagram Users Show High Impulse Purchase Rates with 46% Engaging in Spontaneous Buying.

According to Statista, 46% of Instagram users have made impulse purchases directly on the platform. While TikTok leads with 55%, Instagram still outperforms Facebook (45%) and X/Twitter (43%), highlighting its effectiveness in driving spontaneous buying behavior among users.

38. Instagram is a Top Destination for Shoppers with 70% Seeking Purchase Inspiration.

Internal data shows that 70% of shoppers turn to Instagram for their next purchase. This highlights the platform's role as a go-to source for discovering new products and finding inspiration, making it a vital space for brands like yours.

39. More Than Half of Instagram Users Actively Follow and Research Brands.

According to Kepios, 62.7% of Instagram users follow or research brands and products on the app. This makes it the third most popular activity on the platform, emphasizing its crucial role in shaping consumers' buying decisions and making it a top choice for brand engagement.

40. You Can Reach 726.8 Million People with Instagram Reels Ads

Instagram's Reels Ads, launched in 2021, provide an incredible opportunity for brands to expand their reach. According to the Digital 2023 Global Overview Report, you can connect with 726.8 million users, representing over 55.1% of Instagram's total advertising reach.

41. Reels Ads are Most Effective for Targeting Users Aged 18-34

According to the Digital 2023 report, Instagram Reels Ads primarily reach users aged 18-34, making this ad placement highly effective for brands targeting this demographic. Leveraging reel ads can significantly enhance your engagement and visibility among younger audiences.

Instagram influencer statistics

42. Instagram is the most used social media platform for US influencer marketing spend, with $2.2 billion spent on the platform in 2024.

According to eMarketer, Instagram is the most used social media platform for influencer marketing spend, with $2.2 billion allocated to the platform in 2024. This significant investment highlights Instagram's effectiveness as a channel for your brand to leverage influencer partnerships and enhance your marketing efforts.

43. Most Instagram Influencers Are Nano Influencers.

Statista reveals that nano influencers, those with 1,000 to 10,000 followers, dominate the platform, accounting for 65.39% of Instagram influencer accounts. Micro-influencers follow closely behind, representing 27.73% of the total, showcasing the power of smaller audiences in influencer marketing.

44. Instagram Still a Major Player in Influencer Marketing, but TikTok Leads the Way.

While 47% of brands use Instagram for their influencer marketing efforts, TikTok is outpacing it with 66%, according to the 2024 Benchmark Report. Though TikTok has become the go-to for influencer campaigns, Instagram remains a key platform for building authentic connections with followers. If you’re aiming to leverage influencer marketing, Instagram offers a well-established space for nurturing brand partnerships and maintaining long-term engagement!

45. Lifestyle Influencers Dominate Instagram.

In 2022, lifestyle emerged as the most popular category for Instagram influencers, with 14.32% of influencers focusing on this niche. Beauty influencers followed closely behind, making up 7.63% of Instagram's influencer landscape, according to a global study. If you're targeting influencers for your brand, lifestyle creators offer the widest reach, making them a great choice for connecting with diverse audiences on Instagram!

46. There were 3.8 million posts tagged with #ad on Instagram in 2021.

In 2021, Instagram saw a whopping 3.8 million posts tagged with #ad, according to Statista. This highlights the growing role of sponsored content and influencer partnerships on the platform. If you’re planning to run an influencer campaign, Instagram remains a top choice for brands looking to leverage paid partnerships and reach wider audiences!

47. There are over 500,000 influencers on Instagram.

With over 500,000 influencers on Instagram, the platform offers an immense variety of content creators to collaborate with. From micro-influencers to celebrities, brands have countless opportunities to tap into diverse audiences and find the perfect fit for their campaigns. If you’re looking to boost your brand, Instagram’s influencer network provides ample choices to help drive results!

48.  Instagram influencers worldwide charge anywhere from $20-7,000+ per post.

Instagram influencers worldwide charge anywhere from $20 to over $7,000 per post, depending on their reach, engagement, and niche. This wide range reflects the diverse landscape of influencers, allowing brands to choose the right partner for their budget and goals. Whether you’re a small business or a major brand, there are influencers at every price point ready to help elevate your marketing strategy!

49. Instagram influencers worldwide with less than 10,000 followers have the highest engagement rates.

Influencers with less than 10,000 followers, known as nano-influencers, boast the highest engagement rate on Instagram at 2.53%. In comparison, micro-influencers have an engagement rate of 1.06%, mid-influencers at 0.91%, macro-influencers at 0.86%, and mega-influencers at 0.92%. With an average engagement rate of 1.9% across the platform, partnering with nano-influencers can provide brands with meaningful interactions and a more personal connection to their audience!

50. Only 39% of US marketers feel confident in their ability to identify the right influencers.

Only 39% of US marketers feel confident in their ability to identify the right influencers for their campaigns. This highlights a significant challenge in influencer marketing, emphasizing the importance of strategic planning and research to connect with the most suitable influencers. If you're in the marketing space, focusing on this skill can greatly enhance your campaign effectiveness!

Leveraging Instagram Stats for Success

Now that you know the trends and stats of Instagram, you can effectively harness this knowledge to improve your marketing strategies. By leveraging these insights, you’ll be better equipped to engage your audience, optimize content, and ultimately drive brand growth on one of the most influential platforms available today.

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