Now Reading
The Instagram Stats You Need to Know in 2023

The Instagram Stats You Need to Know in 2023

Avatar photo
instagram statistics forbes marketing

Instagram experienced tremendous growth in 2021. These Instagram statistics show how important the network is to your business.

Adam Mosseri, head of Instagram, announced this year that the company was no longer a “square photo-sharing app.” He was really just stating the obvious: one look at this year’s Instagram statistics confirms how far the company has come since its humble debut.

Instagram has evolved over the past decade, along with its user base, its business features, its algorithms and technological capabilities.

To make the most out of your Instagram marketing strategy in 2022, it’s critical to know the latest facts about Instagram.

We compiled all the most important Instagram stats you need to know this year so you can make the right decisions.

General Instagram statistics

1. Instagram celebrates its 12th birthday in 2022

Despite Instagram being practically a teenager at this point (or at least a moody tween), if your marketing team still thinks the platform is just a fad, here’s some news: your girl won’t fade away.

Since it first launched back in October 2010 with a photo of the founder’s dog, the platform has evolved greatly (hello, Reels!) and will continue to do so. Invest some time in learning about the latest Instagram trends and features as the platform enters its second decade.

2. In terms of traffic, Instagram is the 7th most visited site in the world

Instagram is one of the world’s top 10 most-visited websites, based on total website traffic, according to Semrush, with 2.9 billion monthly visits. Wow, that’s a lot of eyeballs.

While most users access the mobile app, this instagram statistic is a good reminder that they may also be viewing your posts on their desktop or laptop computers: make sure the images look good at any size.

3. Instagram is the 9th most-searched term on Google

It’s easier to just type “instagram.com” into your browser, isn’t it? Let Google take you there.

All three Facebook, Youtube and Weather beat Instagram, but given that Instagram is mostly accessed through the app, this is a great showing and further proof that your audience might be viewing your content on a computer or mobile device.

(Weird fact: the most searched phrase on Google is “google.” We do not know why, either.)

4. Instagram is the 4th most popular social media platform

According to comScore, only Facebook, YouTube, and WhatsApp have more daily active users than Instagram, which clocks in at 1.3 million.

That’s a lot of eyeballs. As of now, Instagram is beating TikTok, Twitter, Pinterest, and Snapchat in terms of audience reach, so if you’re looking for the most bang for your buck, Instagram may be a viable option.

5. Only 0.1% of Instagram users only use Instagram

In 99.99% of cases, Instagram user also have accounts on other social networks. Instagram users, for instance, use both Facebook and Twitter, while 83% use both.

Why is this so crucial for marketers? It’s likely that you’ll reach the same people across multiple platforms, so try not to repeat yourself so that your content remains unique and engaging regardless of where your followers view it.

6. Instagram is the second most downloaded app worldwide

In Fall 2021 only TikTok surpassed Instagram in downloads – quite impressive, considering that the app has been around for 12 years. It’s still going strong.

Since you probably thought that the vast majority of your Insta audience accessed your content on their phones, take a moment to relax and enjoy this Instagram statistic showing exactly that.

7. In Q4 2021, Instagram was the most downloaded app

Instagram became the most downloaded app in 2021’s 4th quarter, edging out TikTok by four places. This was Instagram’s best quarter since 2014.

Instagram Statistics - most downloaded apps worldwide
Instagram Statistics – most downloaded apps worldwide

Instagram user statistics

8. Globally, 17.9% of Instagram users are between the age18 and 34

In terms of social media demographics, more than half of global Instagram users are aged 34 years or younger. A large majority of Instagram users are aged 18-34, accounting for 62.2% of all users.

Instagram user statistics worldwide chart
Instagram user statistics worldwide chart

9. Social media platform Instagram is the most popular among Gen Z

Instagram is the preferred social platform for global internet users aged 16 to 24 – even ranking above TikTok. Insta is apparently the place to be if you’re looking to target that age group.

Instagram user statistics usage by Gen Z
Instagram user statistics usage by Gen Z

10. The fastest growing Instagram audience is Gen X males

Instagram users aged 55 to 64 grew by 63.6% in the past year. You can find older generations here as well, so, yes, it’s a place where kids hang out, but don’t discount the fact that you can also find other generations here.

11. There is a fairly equal split between the male and female Instagram audience

Currently, we do not have stats on Instagram users who do not fit into the gender binary, but based on what Facebook’s reporting tools can tell us, Instagram’s audience self-identifies as 50.8% female and 49.2% male.

12. The largest number of Instagram users are found in India

With 201 million users logging in from India (followed by 157 million from the U.S.) Instagram offers opportunities to reach a global audience.

In third place, you’ll find Brazilians with 114 million users, followed by Indonesians and Russians.It is important to know how to define your Instagram target audience and what type of content you should create.

13. Instagram’s fastest-growing market is also India

Currently, India is the fastest growing region for Instagram, growing its audience by 16% quarter-over-quarter. Congrats if the target market is a good fit for your brand! You know the right place to find them.

14. In the U.S., 5% of children under 11 use Instagram

Even though Instagram user guidelines require users to be 13 years old before they can create an account. 11% of kids aged 9 to 11 use Instagram.

Instagram user statistics
Instagram user statistics

15. 14% of U.S Adults have not heard of Instagram

Despite the fact that Instagram has a huge following in the United States, it does not reach everyone. That is why understanding your audience is so crucial.

Instagram user statistics
Instagram user statistics

16. In Western Europe, Instagram saw a 17.0% increase in users in 2020

eMarketer predicts the region will have 132.8 million users by 2020. This is an increase of 19.3 million users since 2018.eMarketer predicted only 5.2% growth for the region prior to the pandemic. This year, they revised their estimate twice.

Instagram user statistics
Instagram user statistics

17. Brunei has the highest Instagram percentage reach

The country might not have the most Instagram users, but it is the country in which Instagram reaches the highest percent of the population: 92%, to be precise.

  • Guam: 79%
  • Cayman Islands: 78%
  • Kazakhstan: 76%
  • Iceland: 75%

Other countries with the highest percentage reach include:
When it comes to organic and paid Instagram marketing, Instagram could be especially effective for marketing to people in these countries.

Instagram usage statistics

18.In the U.S., most adult Instagram users use it at least once a day, and 38% say they do so several times a day.

Pew Research report also sheds light on how often Instagram accounts are used.
The fact that users are this active is great news for brands. Stay relevant with your fans by creating engaging content.

Instagram usage statistics data report
Instagram usage statistics data report

19. Instagram isn’t an effective source for getting the latest news

In the U.S., only 1 in 10 adults seek out news on Instagram – and 42% say they distrust it as a source of information.

Instagram usage statistics
Instagram usage statistics

As a result, if you’re disseminating serious information, Instagram might not be the best place for you.

20. Adult Instagram users spend nearly 30 minutes on the app each day

Though they’re not just browsing newsfeeds, they’re also viewing Instagram Stories, Livestreams and Reels.

Instagram usage statistics
Instagram usage statistics

Marketers who are wise will deliver something satisfying across all the different features so that followers are entertained regardless of where they are spending their 30 min time.

21. Instagram videos are viewed by 9 out of 10 users each week

Don’t let static images tepid your cinephile followers. Engage them with more engaging content. Make sure you are creating the best Instagram Stories, Reels, and Instagram Live videos for your audience.

Key takeaways

  • Instagram app popularity is still on the rise, so make sure your content is optimized for mobile use.
  • Users are very active on Instagram, and a significant number log in multiple times a day.
  • The majority of its users are millennials and Gen Z, despite not being the most popular app for teenagers in the US.

Instagram content statistics

With so many different content types available, it’s good to know which ones users prefer.

22. Instagram Engagement rates per post average is 0.98%

Do you feel like your posts aren’t getting as much interaction as they used to? You aren’t alone.

Instagram content statistics
Instagram content statistics – Engagement per post

According to RivalIQ’s benchmark report in 2021, Instagram engagement rates dropped by 25%. Now, the industry median is 0.98%.

Influencers, however, experience engagement rates much higher at 1.42%. Facebook (0.19%) and Twitter (0.04%) have much lower conversion rates.


23. Among all types of posts, carousel posts have the highest engagement rate

There are several types of feed posts you can choose from: carousel, video, and image. How do you know which one to prioritize if you have a strategy that utilizes all three?

Instagram Content Statistics
Instagram Content Statistics – engagement rate per impressions

Let’s begin by looking at the average engagement rate per impression.

According to SocialInsider, the carousel type is the best fit for every account size.

The effect is more noticeable with a smaller account. Among accounts with under 5000 followers, carousel posts have the highest engagement rates (8.1%).

Instagram Story Stats

91% of active IG users watch videos on a weekly basis

You can upload images and videos to Stories. For accounts with fewer than 100k followers, image content is more effective than video content for story reach. According to this study, brands should use more images in their stories.

Instagram Story Stats
Instagram Story Stats

22. Instagram Stories are used by 500 million accounts every day

The Instagram stats haven’t been updated since 2019 (a lifetime ago, social media-wise), but it’s also likely to have gotten higher.

A foray into video that started on SnapChat has now evolved into a platform staple, providing plenty of room for brands to get creative. 

23. 58% of users say they become more interested in a brand after viewing its in Stories.

There is power in stories! Another 50% of Instagram users have made a purchase after viewing a product or service on Instagram Stories.

24. Brand Stories have an average completion rate of 86%

The 85% rate is just a tad higher than what it was in 2019.

Story completion rate increased the most among entertainment accounts, from 81% to 88%. Sports accounts had the highest completion rate, at 90%.

Instagram story stats
Instagram story stats

25. The most active brands publish 17 Stories per month

It’s wise to post a Story about every other day if you want to keep up with the top performers (and make sure your content isn’t lost in the ruckus).

Instagram story stats - days with a story
Instagram story stats – days with a story

26. Instagram generates a quarter of It’s ad revenue through Instagram Stories

In 2022, Stories ads are predicted to bring in almost $16 billion in global net ad revenues, despite the fact that they might not reach as far as posts.

Instagram story stats
Instagram story stats

27. The most popular hashtag is #Love

Maybe it’s a sign people on Instagram are looking to keep things light and positive?These are just statistics for Instagram Story stats. 91% of active users watch videos on IG weekly so having a video marketing strategy is crucial.

28. 54% of marketers cite video as the best content format for achieving social media goals

Based on Sprout’s Social Index, Edition XVII: Accelerate data, 54% of marketers believe video is the most valuable content format for achieving social media goals.

Instagram story stats
Instagram story stats

29. 68% of video marketers plan to include Instagram video in their 2022 video marketing strategy. (+10% from last year)

According to a new study, 68% of video marketers plan to use Instagram video in their 2022 video marketing strategies, an increase of 10% over the previous year. Don’t be the brand that gets left behind.

instagram story stats 5
instagram story stats

Instagram advertising statistics

Are you trying to convince upper management to increase your Instagram advertising budget? Here are some Instagram advertising statistics that will help you.

30. 50% of Instagram users visit a website after seeing it in Stories

Choosing where to place your IG ads can be daunting. If your goal is to drive traffic to your website, you’re in luck.

Instagram reported that “50% of Instagram users purchased a product or service after seeing it in a story.” To make it easier for consumers to visit your website, include a product tag in your post.

31. A product tag increases product page visits

Over the last few years, Instagram has focused its features on creating a better shopping experience for consumers.

Incorporate a product tag into at least five posts a month to increase product page visits and sales.

In the same study, adding the product to the feed caption tripled the number of product detail page views just from feed tagging.

32. The average IG CPC is $1.23

In the US, the average cost per click (CPC) for Instagram is $1.23.

It varies by campaign objective and time of year. The video view campaign objective CPC in February 2022 was $4.33 while the catalog sales objective CPC was $0.383.

Instagram advertising Statistics
Instagram advertising Statistics

Campaign objectives are important when planning your advertising campaign.

If the CPC is too high for your budget, you might be better off putting the ad in another month if you want to accomplish certain objectives.

33. Marketing professionals are planning to leverage Instagram for influencer marketing by 93%

Influencer marketing is still growing. 93% of marketers and agencies plan to use Instagram. In terms of types, 83% named Instagram Stories, and 36% named Instagram Reels.

Instagram advertising statistics
Instagram advertising statistics

Finding the right creator to partner with benefits both parties. Users find this natural fit to be 25% more relevant.

You can use the Branded Content tag on Instagram to showcase your partnership. Mixing Branded Content Ads and a brand ad results in a 90% more cost-effective return on investment than using either strategy alone.

Key takeaways

  • Tag products wherever possible, and do so frequently.
  • Make use of Branded Content ads alongside usual brand ads.
  • Instagram advertising is a good way to counter the drop in engagement rates.

Instagram Statistics For Brands

34. The majority of US adults who make more than $75k say they use Instagram

Pew Research Center reports that salaries are somewhat evenly distributed among users. The number is significant for brands looking to take advantage of Instagram’s ads and shopping features.

Instagram Statistics For Brands
Instagram Statistics For Brands

35. 90% of Instagram users have followed at least one business

You shouldn’t be shy about getting your brand active on social media: everyone is doing it!

Instagram itself describes it as a place to “grow your community and deepen your connection with current and future customers.” Instagram introduces new business tools regularly-like shopping functionality and Instagram Live-to support businesses.

36. On average, Instagram business accounts gain 1.69% more followers each month

The benchmark for growth varies by brand, but if that’s an important cornerstone of your social media goals, it’s helpful to know what the general benchmark is.

30. The average business account posts 1.6 times a day

It is even more interesting to break down that: for an average Instagram Business account, 62.7% of all posts are photos, 16.3% are videos, and 21% are photo carousels.

Even though every brand is different, it’s helpful to see that the competition is, on average, mixing things up with the type of content they post.The time might be right to diversify your game if you’ve stayed steadfastly committed to photos.

37. 1 in 2 people use Instagram to discover new brands

It is an incredible discovery tool: 50% of people use it to find new products, brands, and services. 2/3 of people say the network fosters meaningful brand interactions.

There may be a new customer waiting around the corner… and ready to fall in love with you!

38. 57% people love to see polls and quizzes from brands on Instagram

Audiences prefer to see quizzes and polls from brands on Instagram (and they’re easy to implement with Stories) so ask your customers what they want!

This will help them feel seen, and you will feel confident about your business decisions. A win-win situation.

39. Instagram business account posts receive an average engagement rate of 0.83%

Those skew a little higher on carousel posts and a little lower on video, but if you’re beating that benchmark of 0.83%, be proud.

It’s interesting to note that engagement rates drop as brands gain more followers. Compared to brands with over 100K followers, business accounts with less than 10K followers had higher engagement levels. In other words: sometimes less is more.

40. Weekly, 44% of people shop on Instagram

It’s only been a couple of years since Instagram introduced shopping, but it’s already making waves in the ecommerce world.

According to an Instagram for Business survey, 44% of people use Instagram to shop weekly, using features like shopping tags and using the Shop tab.

41. This past year, Instagram’s advertising reach outpaced Facebook’s

Instagram’s ad reach has now surpassed that of Facebook in terms of reach.

If paid reach is part of your marketing strategy, you should note that. While Facebook’s advertising reach increased by 6.5% this year, Instagram advertising grew by 20.5%.

42. 75% of brand posts contain single images

As per Sprout’s Content Benchmark Report, brands publish 75% of their posts are single image posts.

However, when marketers were asked which types of content were most valuable to achieving goals, 54% said video and 53% said images.

Marketers still have room to improve their content types due to this dissonance.

source: Instagram Pew research Emarketer

View Comments (0)

Leave a Reply

Your email address will not be published.

©2023 Forbes U LLC.

We’re reader-supported. When you buy through links on our site, we may earn an affiliate commission.