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Instagram Statistics for Marketers in 2024

by | Dec 2, 2023

Instagram has grown a lot over the years and it keeps expanding its reach. It started as a favorite app for sharing vacation photos, but now it appeals to influencers, advertisers, and brands of all kinds. By now, it’s pretty safe to say that your audience and your competitors are using Instagram too. But staying on top of Instagram trends (and those algorithm changes!) can sometimes get a bit tricky. Your target customers might be scrolling through their feeds right now, so the question for marketers is how and why they should be on Instagram. If your brand isn’t already reaching users on Instagram, these marketing statistics will convince you why it should be and give you some ideas on how to make money on the platform. So, let’s dive into the top Instagram statistics for 2023 and shed some light on why Instagram is becoming increasingly important for your business.

What is the Rank of Instagram among the Social Media Giants?

Social Media PlatformActive Users (2023)Rank
Facebook2.9 billion1
YouTube2.4 billion2
WhatsApp2.3 billion3
Instagram2.2 billion4
FB Messenger1.3 billion5
WeChat1.26 billion6
TikTok1 billion7
Telegram700 million8
QQ606 million9
Douyin600 million10
Sina Weibo530 million11
Snapchat514 million12
Kuaishou481 million13
Pinterest478 million14
Reddit430 million15
Twitter397 million16
Quora300 million17

How Many Users Are on Instagram?

Currently, there are more than 2.35 billion people who use Instagram every month. This makes Instagram the 4th most popular social media platform in terms of monthly active users. It is expected that the number of users will exceed 2.5 billion by the end of 2023. Around 47.84% of the world’s 4.18 billion smartphone users access Instagram on a monthly basis. Also read Best Instagram Marketing Courses [2023].

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YearInstagram Monthly Active Users
2013110 million
2014200 million
2015370 million
2016500 million
2017700 million
20181 billion
20191.1 billion
20201.3 billion
20212 billion
20222.3 billion
2023 (projected)2.5 billion

India has the highest number of Instagram users, with 327 million users, followed by the USA with 169 million users and Brazil with 133 million users. Approximately 46.35% of the world’s 5.07 billion internet users use Instagram regularly. This means that around 25.31% of the world’s population is active on Instagram. The monthly active user base of Instagram is equivalent to the combined population of the European Union and North America.

Here is a table showing the countries with the most Instagram users:

CountriesInstagram Users (in millions)
United States169
United Kingdom33.5

Instagram Hashtags Statistics

Using hashtags to tag and categorize topics on social media has become extremely popular since its introduction in 2007. This trend has also taken over Instagram, where people from all walks of life, including companies and influencers, use hashtags extensively.

In fact, according to recent Instagram statistics, the average Instagram post includes about 10.7 hashtags. However, if you’re thinking of using a ton of hashtags to expand your reach and gain more followers, think again. Studies have shown that engagement actually decreases for posts with six or more hashtags, so it’s best to stick to five or fewer.

If you want to be strategic with your hashtag usage, it’s worth noting that the most popular hashtag on Instagram, #love, has been used over 2 million times. So, while using this hashtag might evoke warm and fuzzy feelings, your post could easily get lost among the millions of other posts using the same hashtag.

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What is the Age Distribution of Instagram Users?

Instagram Statistics 

According to Statista in 2022, 70.8% of the 1.3 billion monthly active users on Instagram are under the age of 35. This means that a large majority of Instagram users are younger individuals. The most popular age group on the platform is 25 to 34, accounting for 31.7% of users, followed closely by the 18 to 24 age group at 30.2%.

Knowing the age demographics of social media platforms is crucial in determining which ones are best suited for your brand. This way, you can ensure that you’re investing your time and effort into platforms where your target audience is active.

If your target market includes young adults, Instagram is the perfect platform for you. Once you have this information, you can start taking advantage of the latest Instagram trends and create content that aligns with the interests and needs of your users.

How Much Time Do People Spend on Instagram?

Recent Instagram statistics indicate that in the United States, users spend more time on Instagram than they do on Facebook. It is predicted that in 2023, the average Instagram user will spend about 30.6 minutes per day on the platform, while spending 30.2 minutes on Facebook (eMarketer, 2023).

The amount of time people spend on Instagram is important because it influences the number of advertisements they come across and increases the chances of them noticing your brand. Instagram has also revealed that its Instagram Stories feature contributes to the daily time users spend on the app. It’s not only the total time spent on Instagram that matters, but also the specific times of day when users are most active. Understanding this will help you determine the optimal posting time for your brand on Instagram.

What Percentage of Businesses Are Actively Marketing their Products and Services on Instagram?

Instagram Statistics 

Businesses are using Instagram extensively to promote their products and services. With the platform’s growing popularity, there are now more than 200 million businesses actively marketing on Instagram (Instagram, 2022).

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Instagram states that around 70% of consumers look to the platform for inspiration when making purchasing decisions. Considering the vast potential and the wide range of marketing tools available on Instagram, not having a presence on the platform would mean missing out on a significant opportunity.

Being active on Instagram involves measuring success, and one important metric for businesses to track is the engagement rate. Recent data shows that carousel posts tend to have the highest level of interaction among users, with an engagement rate of 0.77%. In comparison, the average engagement rate across all Instagram posts is 0.66%.

Instagram offers access to a large audience without requiring significant financial investments. If you’re seeking ideas and suggestions on how to advertise your brand on Instagram, we can help you with eye-catching post ideas.

How Many Stories Per Month do the Most Active Brands on Instagram Post on Average?

If you are considering or already using Stories in your social media strategy, here’s an important statistic to keep in mind: the most active brands on Instagram post an average of 17 Stories per month.

Since the launch of the Instagram Story feature, people have been sharing more content and spending more time on Instagram. The popularity of Instagram Stories has grown significantly, with a reach of 996 million people worldwide (Hootsuite, 2023). In comparison, the reach of Instagram’s main feed is 1.32 billion.

Before Instagram Stories, people mostly shared important moments on their profiles, but not necessarily on a daily basis. However, Instagram hit the mark with Stories by giving people a better reason to share their everyday moments without having to keep the content permanently on their profile.

How Much More Interactions Can Brands Generate on Instagram Compared to Facebook?

Brands generate over 4x more interactions on Instagram compared to Facebook. Whether you have a local brand or target audiences worldwide, Instagram can help you grow your business.

Instagram Business profiles offer additional contact information options that are not available for personal profiles. This includes adding a business phone number and address.

With Instagram Business, you can access Instagram analytics, which provides valuable data on how your content is performing. In addition to post impressions and reach, you can gather important demographic information about your audience. This helps you understand what type of content your audience prefers. Whether it’s food, clothing, or any specific niche you’re interested in, you can better understand how to attract users to follow your brand on Instagram.


In conclusion, Instagram has shown to be a highly effective marketing tool for businesses aiming to increase their visibility and reach. We hope that these Instagram statistics for 2023 have clarified the reasons why your brand should invest in Instagram and provided you with some ideas for your next steps on the platform.

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