Instagram Statistics That Matter for Marketers [2023 Update]

Instagram Statistics That Matter for Marketers [2023 Update]

Instagram is one of the biggest social media platforms out there. It generates tons of user engagement, drives conversions, and boosts sales. But let’s not beat around the bush, we all love some good old statistics, concrete evidence – that’s what we’ll dive into today.

Instagram, the 4th biggest social media platform, is constantly growing, and with its current reach, Instagram marketing is something that every brand should at least consider. In this article, we’re going to cover 3 general areas of stats: usage, demographics, and business.

Instagram usage statistics

2 billion monthly active users

As of October 2022, there are 2 billion monthly active users (MAU) on Instagram. That’s a huge number considering the size of other major social media platforms:

Instagram isn’t even slowing down. Between 2020 and 2022, the number of monthly active users has grown by 240 million. By 2025, Instagram users worldwide are estimated to reach 1.44 billion.

Instagram users worldwide 2020-2025 chart
Instagram users worldwide are estimated to reach 1.44 billion in 2025. Source.

200+ million businesses are on Instagram

Business is booming. Currently, there are more than 200 million brands on Instagram.

Setting up an Instagram account for your business is your first step to reaching the enormous user base of this impactful social media platform. Check this article to learn how to switch to an Instagram business account.

Instagram is Gen Z’s second favorite social platform

Teenagers and young adults are among the most active social media users. According to Morning Consult’s latest study, over half of Gen Zers spend four or more hours on social media every single day. Their favorite platforms include YouTube, Instagram, TikTok, and Snapchat.

Instagram is Gen’z second favorite social media platform. Source.

If you want to learn more about Gen Z’s preferences and how to reach them with your content, check this Instagram’s 2023 Trend Report.

95 million photos and Reels uploaded every day

We all know that content is what drives engagement on Instagram. But with 95 million photos and videos uploaded to this social media platform daily, it’s only getting harder and harder to stand out. 

There are 4.2 billion likes per day

4.2 billion likes every day – it means that an average user double taps more than once a day, making Instagram a really happy place.

Fun fact: the most liked picture on Instagram is that of an egg, with over 60 million likes:

Instagram static post featuring a picture of an egg
The most-liked post on Instagram, @world_record_egg

Instagram demographic statistics

342 million Instagram users in India

India has the largest Instagram audience in the world. As of May 2023, there are 342 500 000* users who use the application actively. It means that over 24% of the entire Indian population is using Instagram!

A chart showcasing monthly Instagram active users in India
Instagram active users in India, May 2023. Source.
  • The majority of users are men – 65.6%.
  • People aged 18 to 24 are the largest user group (138 600 000)
  • The highest difference between men and women occurs among people aged 18 to 24 where men lead by 40 800 000.

To check the latest social media statistics for any country in the world, check out our free browser here. The data is updated monthly.

*The data is fetched directly from the respective social platforms marketing APIs and the numbers concern only active users, not the overall number of accounts.

176 million Instagram users in the US

The United States has the second-largest Instagram audience in the world. As of May 2023, there are 176 300 000users who use this social media platform actively. This means that over 53% of the entire US population is using Instagram!

  • The majority of users are women – 56.1%.
  • People aged 25 to 34 are the largest user group (49 300 000).
  • The highest difference between men and women occurs among people aged 35 to 44, where women lead by 3 900 000.

*The data is fetched directly from the respective social platforms marketing APIs and the numbers concern only active users, not the overall number of accounts.

Here’s how you can use our free browser to check the stats for any country in the world:

Instagram statistics that matter for marketers

This data shall drive your Instagram strategy:

Instagram is the second most used social media platform for marketing

In January 2022, Instagram was the second most used social media platform by marketers. 79% of the interviewed professionals said they used the app to promote their businesses. While the popularity of Instagram is undeniable, most marketers selected Facebook as the most important social media platform.

Instagram Stories’ reach rate declined

Between 2021 and 2022, the reach of Stories has been declining. Mid-sized profiles (between 50K-200K followers) faced the biggest reach declines.

The reach rates of Instagram Stories declined between 2021 and 2022. Source.

If you’ve observed a decline in the reach of your Instagram Stories, you may still improve it by leveraging some good practices and hacks. Read this guide to learn how to build anticipation, drive traffic to your website, showcase your products and services, go behind the scenes of your business, and reach your audience with your well-crafted message.

Carousels reach broader audiences than single-image posts

In June 2022, Instagram carousels (posts containing multiple photos or videos) reached an average of 2,325 users. To compare, single-image posts achieved an average reach of 1,850 users. These numbers clearly illustrate users’ content consumption preferences, and you can use them to guide your social media content strategy. Here’s how to grab attention (and keep it) with Instagram carousels.

People come to Instagram for entertainment, inspiration, and education

People don’t come to your Instagram profile to buy – they come for entertainment, inspiration, and information. While for many businesses Instagram may not directly influence sales, it can serve as a good top-of-the-funnel channel that helps establish a positive relationship with your potential customers.

A chart showcasing users' answers on their preferred content types on Instagram. The majority comes to the platform for funny, creatove, and informative content.
Users’ preferred types of content on Instagram. Source.

To reach broad audiences, you shall post funny, creative, and informative content.

In-depth Instagram Analytics

In-depth Instagram Analytics

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More Instagram business statistics:

  • 9/10 top brands have an Instagram account
  • If you look at the top 100 brands in the world, 90% of them have an Instagram account
  • The potential reach of Instagram advertising is 802 million
  • 63% of Instagram users check the app at least once per day
  • More than 200 million Instagram users visit at least one business profile every day.
  • 60% of all Instagram users discover new products through this social media platform.
  • Brands receive 37% of all their impressions from their Stories
  • Instagram posts with at least one hashtag get 12.6% more engagement
  • Posts with a location tag get 79% more engagement
  • One-third of all the users have made a purchase through Instagram shopping features
  • Instagram images get around 23% higher engagement than Facebook images
  • It can take up to 19 hours for a post to receive 50% of its total engagement.

So there you have it folks, Instagram is a powerhouse among social media platforms, you just have to know how to leverage it. These stats should help you adjust your marketing strategy accordingly.

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We also recommend you read some more Instagram tips:

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