Instagram is the world’s third most-used social platform, and understanding its dynamic nature is key to staying ahead. The platform’s rapid evolution, with frequent updates and shifting audience behaviors, means that relying solely on your brand’s past performance is no longer sufficient. To truly harness Instagram’s potential, you need to stay informed about the latest industry benchmarks and user trends.
Whether you’re a brand owner or a social media manager, leveraging these insights will allow you to fine-tune your strategy, anticipate shifts in user engagement, and maintain a competitive edge. Let’s dive into the essential Instagram statistics that will guide your strategy in 2024.
General Instagram Stats and Facts
When businesses see how many people use Instagram, they clearly want to build successful strategies to benefit from this platform and become more recognizable. In this article, we will see numerous conclusions from reports on Instagram audiences. To start with, let’s start with several global facts about Instagram in 2024.
#1 two billion monthly active users
Instagram boasts 2 billion monthly active users, making it the third most-used social platform globally. That’s an extremely high number of teenagers and adults who live on our planet. This extensive user base presents a significant opportunity for businesses to connect with a diverse audience, from young adults seeking the latest trends to professionals exploring new products and services.
#2 fourth most-visited website worldwide
As of July 2024, Instagram.com ranks as the fourth most-visited website in the world, following Google, YouTube, and Facebook. People love Instagram for bright visual content from other users and brands as well. The platform’s visual appeal and interactive features make it a central destination for discovering trends, exploring new products, and engaging with content that resonates personally and professionally.
#3 Major influence on cultural trends
Instagram plays a significant role in shaping cultural trends, according to a survey of over 13,000 users aged 16 to 64. It’s a key platform for spotting and creating trends across industries. This impact extends beyond just trends; it reflects broader societal values, interests, and tendencies. For businesses, staying attuned to these trends is crucial not only for relevance but also for capturing current moods and enhancing brand appeal.
#4 Rapid revenue growth
Instagram’s revenue reached an estimated almost $50 billion in 2023, spurred by increased user activity and brand engagement during the pandemic. This growth is expected to continue through 2024. Instagram will continue to be an important revenue source for Meta Group.
Instagram yearly revenue in 2017-2023 ($bn)
Seeing the Instagram usage statistics and the growth of their business clearly shows that companies could find a way for development on this platform. In further statistics we will take a look into more powerful insights that can help you draw conclusions and find tips on how to use Instagram for your business.
Users and Demography
Getting a grasp on Instagram’s demographics helps you understand who’s using the platform and whether it aligns with your target audience. Nearly any business can do well on Instagram when there is a clear understanding of the customer’s behavior. Here’s a snapshot of Instagram’s audience and demographic statistics to guide your marketing strategy.
#5 Most popular among younger users
Instagram is particularly popular with individuals aged 18 to 24, who make up nearly 32% of the user base. This makes Instagram ideal for targeting young adults and Millennials. Youth from urban areas represent a valuable target audience for many businesses. This generation plays a key role in shaping trends and standards, making them a critical demographic for brands aiming to stay relevant and appealing.
#6 Limited reach among older users
Only 32.2% of Instagram users are aged 35 or older, and just 7.5% are 55 or older. The platform is more effective for reaching Gen Z compared to Gen X or older Millennials. However, it is not necessarily bad news for businesses that want to engage people above 35. With fewer competitors targeting older age groups on the platform, brands have the opportunity to stand out and capture the attention of a tech-savvy, progressive segment of older users. This audience, though smaller, can become vocal brand advocates, enhancing your outreach in a more authentic way.
#7 Gender distribution peculiarities
Instagram’s global user base is almost evenly split between males (50.6%) and females (49.4%) as of January 2024. However, in India, which is the app’s largest market, over 65% of users are male. India presents a highly promising opportunity for Instagram engagement, as it’s part of a densely populated region with dynamic, growing markets.
#8 Top countries by user numbers
India leads with 362.9 million Instagram users, followed by the United States with 169.65 million users. Other regions with a lot of users are Brazil, Indonesia, Turkey, Japan, and Mexico. When a brand seeks to expand internationally, entering markets like these can be a strategic move with great potential.
#9 Frequent checks by Gen Z
39.2% of Gen Z users check Instagram more than once a day, surpassing the frequency of checks for TikTok (33.3%) and Facebook (22.4%). This high engagement ensures they’re more likely to see your posts, stories, or ads—provided your content is relevant and resonates with their interests.
#10 Average daily time spent by U.S. users
U.S. Instagram users are expected to spend an average of 16 minutes per day on the app in 2024, a 5.5% increase from the previous year. Growth in time spent on the platform has slowed compared to previous years.
Knowing your Instagram target audience is your key to success across this powerful platform. When you realize how many Instagram users are there and who they are, it may help you develop your special approach to the regular users. With a bit of extra research on what these audiences like, you will be able to make the Instagram active users like your brand!
Instagram for Business
So, we’ve seen some numbers concerning Instagram audience demographics by country, age, and gender. This is definitely a lively and highly-visited platform. However, it is time to see business metrics and decide whether it is still a nice idea to invest in promoting your brand across the platform. Since there are several ways to promote yourself on Instagram, it is good to know which approach suits your business strategy and target audience best.
#11 70% of shoppers use Instagram for purchases
A significant 70% of shoppers turn to Instagram for purchase inspiration and discovering new products. The platform allows users to easily view products and engage with businesses through comments or direct messages, making it an ideal space for companies to showcase their offerings and connect with potential customers. Businesses can create compelling content that drives interest and encourages immediate action, converting browsing into purchasing and fostering long-term customer relationships.
#12 Over half follow or research brands
62.7% of Instagram users follow or research brands and products on the platform, making it an important space for brand engagement. This provides businesses with a valuable opportunity to build direct relationships with their audience, increase brand visibility, and foster trust by sharing authentic content, product updates, and customer interactions in real-time.
#13 Product reviews and recommendations
44% of U.S. Instagram users use the app to check product reviews or recommendations, highlighting the importance of social listening and influencer partnerships. This shift positions Instagram as a valuable review platform, offering businesses both a challenge and an opportunity to showcase their strengths, address feedback, and build stronger customer loyalty.
#14 200 Million Business Profiles on Instagram
There are over 200 million business profiles on Instagram, illustrating how the platform has become a key tool for audience building and marketing. This statistic reveals that nearly 15% of the total Instagram user base consists of businesses, highlighting Instagram’s significant role as a profitable opportunity for brands. With such a substantial presence of business profiles, leveraging Instagram effectively is essential for standing out and capturing attention in a competitive market.
#15 More than half of Instagram users follow brands
While Instagram is widely used for sharing and consuming content, it also serves as a key platform for brand engagement. According to the Kepios Instagram statistics report, 62.7% of users actively follow or research brands and products on the app. This makes it the third most popular activity on Instagram, underscoring the platform’s significant role in influencing consumer purchasing decisions.
#16 Product tagging boosts sales by 37%
Businesses on Instagram that use product tagging in their posts see an average increase in sales of 37% compared to those that do not. This feature enhances the shopping experience by making it easier for users to discover and purchase products directly from posts, ultimately driving higher conversion rates and revenue for brands.
#17 46.8 million people in the U.S. will shop via Instagram in 2024
In 2024, an estimated 46.8 million people in the U.S. are expected to make purchases directly through Instagram, accounting for 35% of all U.S. Instagram users. This significant figure highlights Instagram’s growing influence as a shopping platform, making it a crucial channel for businesses looking to capture a large segment of online shoppers.
The latest statistics on Instagram’s business landscape emphasize its importance as a platform for building audience engagement and fostering brand loyalty. With a large proportion of users following brands and checking reviews, Instagram provides numerous opportunities for businesses to connect with potential customers and strengthen their market presence.
Instagram ADs Statistics
Having seen the impressive user engagement and business metrics, it’s crucial to understand the advertising potential Instagram offers. From increasing ad reach to leveraging effective ad formats, Instagram presents diverse options for brands to promote their products and services.
#18 Growing AD reach
Instagram’s ad reach is expanding, with a 12.2% increase year-over-year, making it a valuable platform for brand advertising. This means businesses can connect with their target audience on Instagram more efficiently. Investing in this platform proves fruitful, as the high engagement rates ensure that the audience delivers strong returns on marketing efforts.
#19 In-feed ads dominate revenue
In 2023, Instagram’s ad revenue hit $50.58 billion, with in-feed ads being a major contributor. Instagram Stories ads accounted for 26.7% of the revenue. AD revenue is expected to rise to $59.6 billion in 2024. This highlights Instagram’s ongoing efforts to enhance its ad targeting tools, which in turn boosts businesses’ trust in the platform. As a result, companies feel more confident that their paid ads will effectively reach the right audience.
Instagram AD Revenue in 2017-2024
#20 Higher click-through rate for feed ADs
Within the Instagram feed, people occasionally see ads that look similar to regular posts but feature a “Sponsored” tag to notify users that they are, in fact, ads.
Feed ads on Instagram have a higher click-through rate (CTR) of 0.22% to 0.88% compared to Stories ads, which have a CTR of 0.33% to 0.54%. This suggests feed ADs may be more effective at driving clicks.
#21 High confidence in ROI
68% of marketers believe Instagram delivers a positive ROI, making it a strong choice for marketing efforts, second only to LinkedIn.
Organizations are more willing than ever to say goodbye to platforms and strategies that aren’t meeting their definition of ROI. They are finally prioritizing their own platform-by-platform ROI scores and making business decisions accordingly.
#22 Widespread presence among organizations
86% of organizations are on Instagram, reflecting the platform’s significance in marketing strategies, just behind Facebook’s 91%. This comes as no surprise, as Instagram offers multiple avenues for businesses to showcase their products and services, receive orders, and gather reviews directly on the platform. Additionally, Instagram ads enhance visibility, helping companies reach their target audience more effectively.
#23 36% of Users seek information
36% of people use Instagram as a search tool, treating it similarly to how they would use Google. This shift in user behavior underscores the growing importance of Instagram SEO for marketers. With more users turning to Instagram for information, optimizing your content for search on the platform is crucial to ensure visibility and relevance. Understanding Instagram’s search dynamics can help you effectively reach users who are actively seeking information and enhance your brand’s presence.
#24 Instagram leads the way in influencer marketing
As the top platform for influencer marketing, Instagram continues to dominate in this space. According to recent statistics, 80.8% of marketers are set to utilize Instagram for influencer collaborations in 2024. If you’re considering partnering with influencers, Instagram is the ideal platform to leverage for maximum impact.
Instagram’s advertising landscape continues to evolve, with growing ad reach, increasing revenue, and high confidence in ROI. By utilizing various ad formats and understanding user engagement metrics, businesses can maximize their advertising efforts and effectively connect with their target audience.
Stories and Reels Statistics
Stories and Reels have emerged as two of the most engaging and versatile content formats available to businesses. Stories, which offer a temporary, full-screen view of content that disappears after 24 hours, provide a dynamic way to share updates, promotions, and behind-the-scenes glimpses with your audience. Meanwhile, Reels, Instagram’s answer to short-form video content, allow for creative expression and can capture the attention of viewers with their entertaining and informative clips.
Both formats offer unique opportunities for businesses to diversify their interactions with audiences, moving beyond traditional posts to create more immersive and interactive experiences.
#24 Reels have the highest reach rate
Reels are full-screen vertical videos up to 90 seconds long. They feature a set of editing tools and audio tracks as well as trending voice and sound snippets.
Reels consistently outperform other content types with an average reach rate of 30.81%, double that of other formats, and generate twice as many impressions.
#25 High engagement with Story links
67% of Instagram users engage with Stories that include a link. This statistic underscores the importance for social media marketers to incorporate clickable links in their Stories. By doing so, you can effectively direct users to your brand’s website or product pages. Since you only have a few seconds to capture their attention, it’s crucial to design compelling and persuasive Story content that encourages viewers to click on the link sticker and take action.
#26 42% of users engage with Stories regularly
42% of Instagram users engage with Stories on a daily basis. This statistic highlights the need for social media managers to prioritize Instagram Stories if they haven’t already. The introduction of the link sticker in Stories provides a unique advantage over feed posts, allowing you to include external links directly within your Stories. This feature enables you to drive traffic to your website or facilitate sales by linking directly to the products featured in your Stories, maximizing the potential impact of your content.
#27 694.000 Shares of Reels per minute
694.000 Reels are shared via direct messages every minute. This high volume reflects why Meta reports that Reels account for more than half of the content reshared in messages. Since shares are a key engagement metric, creating captivating and valuable Reels is an effective strategy for connecting with your audience and enhancing your brand’s reach. By focusing on engaging content that resonates with viewers, you can leverage Reels to foster deeper connections and drive meaningful interactions.
#28 Popularity of short narrative Stories
Short narrative-type Stories are the most popular, with 35% of consumers preferring a mix of photos, videos, and text. Stories featuring quizzes and polls are also well-received. Short narrative stories have gained popularity due to their ability to quickly capture attention and deliver impactful, digestible content at a time when audiences seek fast, engaging experiences. Their concise format fits seamlessly into modern, fast-paced lifestyles, making them ideal for social media and digital platforms.
It is vital to know how you can benefit from various content types on Instagram. Audiences like different types of formats and you need to know which format suits your brand promotion strategy in each particular case.
What Can I Do with All That Instagram Statistics?
Understanding Instagram’s user statistics provides invaluable insights for businesses looking to enhance their marketing strategies. By leveraging this data, you can tailor your approach to better align with user behaviors and preferences, ultimately driving greater engagement and ROI. Here are five key benefits of applying Instagram statistics to your business strategy:
- Target the right audience. Use demographic data to focus your efforts on the age groups and geographic regions that are most active on Instagram. For instance, if your target market includes young adults, concentrate your campaigns on engaging users aged 18-24, who represent a significant portion of the platform’s user base.
- Optimize AD placement. Capitalize on the higher click-through rates of in-feed ads compared to Stories ads. Allocate more of your advertising budget to in-feed placements to maximize engagement and conversions, while experimenting with Stories ads to find the right mix for your brand.
- Enhance content strategy. Create content that aligns with popular formats, such as Reels and short narrative Stories. Given that Reels have a higher reach rate and engagement potential, prioritize these in your content calendar to boost visibility and interaction.
- Leverage shopping insights. With 70% of shoppers using Instagram for purchase inspiration, ensure your Instagram presence highlights your products effectively. Utilize features like shoppable posts and Stories to streamline the buying process and capture the attention of users actively seeking new products.
- Engage with brand research. Since over half of Instagram users follow or research brands, invest in building a strong brand presence and engage actively with your audience. Implement a social listening strategy to monitor feedback, manage your brand reputation, and collaborate with influencers to enhance credibility and reach.
By strategically using Instagram’s user statistics, businesses can fine-tune their marketing efforts to align more closely with user behaviors and preferences. This targeted approach allows for more effective audience engagement, maximizing the impact of your campaigns. By understanding demographic trends, ad performance, and content preferences, businesses can craft strategies that resonate with their target audience and adapt to evolving trends.
Ultimately, leveraging these insights enables you to enhance your Instagram presence, drive meaningful interactions, and achieve superior results from your social media investments. Staying informed and agile in response to these statistics will help you stay ahead of the competition and make the most of Instagram’s powerful marketing potential.
