35 Instagram Statistics That Matter to Marketers in 2023
Are you marketing on the world’s third most-used social platform? These Instagram statistics can help you shape your strategy.
Are you marketing on the world’s third most-used social platform? These Instagram statistics can help you shape your strategy.
Instagram evolves so quickly, we’re practically dizzy watching the changes.In 2023 alone, features shifted and warped at a staggering speed as Insta tried to keep pace with the ever-changing expectations of its users (or
capitalize on an opportunity).
Chasing platform updates from Meta—Instagram’s parent company—is a fool’s errand.If Instagram is part of your
social media marketing or advertising strategy, ground your plans in hard data, not think pieces.These numbers prove exactly where Instagram is at this moment in time, which hopefully will also give you a hint as to where the social behemoth is going from here.
Read on to find compelling Instagram statistics that paint a picture of the platform’s strengths (and weaknesses).Dig in to find the truth beneath all the headlines so your
team can create a game plan to make the most of the ‘gram.
It’s still just a fraction of Facebook’s monthly active users, but an impressive amount nonetheless.
Instagram and WhatsApp both have 2,000,000,0000 active users as of October 2023.The most-used platform? Facebook, with more than 3 billion monthly active users.
In a survey of active social media users across the globe aged 16 to 64, Instagram was ranked number two as the preferred social media platform, claiming 15,7% of the vote.
Whats App is the most liked media platform, with 16.6% of users reporting it’s their favorite.
According to SimilarWeb, as of November 2023, Instagram is the fourth most-visited website globally.
That means 99.9% of Instagrammers also are active on at least one other social media platform, according to a 2023 GWI report.
The most common overlap is with Facebook (81.4% of Instagram users also have accounts here), while the least common overlap is Line (only 10.9% of Instagram’s user base is found here).
And psstt — if you’re active on multiple platforms, you really should use a tool like Hootsuite to track the performance of all your social channels in one place.
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… but depending on your industry, that may vary.In education, for instance, the average Instagram engagement rate is 3.44%.
https://blog.hootsuite.com/average-engagement-rate/”>Not sure where you stand?
[Try our engagement rate calculator here.]
…with 648 million followers.Cristiano Ronaldo comes in a close second (595M), followed by Lionel Messi (477M), Selena Gomez (435M) and Kylie Jenner (397M).
More than 2 billion posts have been tagged with #love.More than 1.6 billion posts are tagged #instagood.
If you’re trying to reach Gen X or Boomers, you might be better off spending your time and money on a platform with an older demographic.(Only 2.6% of Instagram’s audience is over 65 years old.)
Despite all the TikTok hype, Gen Zers and millennials still overwhelmingly prefer Instagram.
We Are Social reports that 44.4% of female internet users in this age group rank Instagram as their favorite social app; 40.7% of male internet users agree.
Only 8% of Instagram users worldwide are between 13 and 17 years old.It’s a great platform for reaching Millennials and Gen Z still, but the next generation of social media users seems to prefer other outlets.
Source:
Statista
10% of teen Instagram users are visiting Instagram “almost constantly,” but 50% of this demographic uses the app or site at least once a day.
Source:
Pew Research
Experts predict this demographic will account for nearly 40% of Instagram accounts by 2025.This is primarily thanks to India, which has been a huge growth market for Instagram ever since TikTok was banned in 2020.
With an ad reach of more than 223 million, India is an absolutely massive market for Instagram.The United States has the second-largest Instagram advertising audience, with over 143 million users.
51.8% are male.
(Though this survey did not consider users who identify as non-binary, so these numbers aren’t exact.)
That’s a jump of a couple of hours from the previous year.But while Instagram has passionate fans (see our previous stats), social media users spend far more time using other apps — a little over
23 hours on YouTube a month.
We can’t confirm how many of those are good photos, but that’s a staggering amount of content regardless.
And 64% use Instagram to seek out funny or entertaining content.Almost half of Instagram users use the app to keep up with the news.
That’s because half a billion people watch Instagram Stories daily.Not too shabby.
This makes it an even more popular platform for influencer marketing than TikTok and YouTube.
While Reels still falls behind traditional Instagram Posts, its growth rate is more intense: we wouldn’t be surprised to see Instagram Reels surpass main-feed posts in the next few years.
Source:
Insider Intelligence
According to Meta,
Instagram Reels are the most popular format to share in DMs.With shares taking the lead as the most important engagement metric, that means engaging Reels are one of the best ways to connect with your audience and provide real value.
According to a study from September 2023, while influencer engagement remains higher on TikTok than Instagram Reels, Reels isn’t far behind.Plus, Instagram Reels engagement for influencers of all sizes far outstrips
average engagement rates for most business accounts.
Source:
https://www.insiderintelligence.com/content/tiktok-beats-instagram-reels-engagement
In its first five days, Threads earned over 100 million sign-ups.This broke the previous record set by ChatGPT.
Instagram itself took two and a half months to reach that number of users.
Source:
https://www.statista.com/chart/29174/time-to-one-million-users/
A pretty impressive number, even with some attrition after its blockbuster launch in the summer.
Source:
https://www.insiderintelligence.com/content/top-10-countries-where-threads-has-woven-most-users
More than 54 million users downloaded the Instagram Threads app in July 2023 — that was 33.5% of all Threads users at that time.
Source:
https://www.insiderintelligence.com/content/top-10-countries-where-threads-has-woven-most-users
Whether that’s actually making the purchase or collecting info for a future purchase, people use Instagram as a tool for research and easy shopping.
A good reminder that consistency is the name of the game: keep those posts coming so your audience doesn’t forget about you.41.7% of business account main feed posts are photos.
That’s the most common type of post, but videos make up 38.2% of main feed posts for business accounts, while 20% of business posts are carousel posts.(But if you’re a business and you read the next stat in this list, you’ll probably realize that 20% is not enough…)
The average engagement rate for a business Instagram account is 0.65% overall, but carousels, in particular, enjoy a 0.76% engagement rate.
Social media is a powerful consumer tool for research, and 82.5% of social media users say they use social platforms for collecting information about brands and products.More than 60% prefer to use Instagram for this research phase of the consumer cycle… better level up those social selling skills, right?
Okay, this stat isn’t Instagram-specific, but the lesson absolutely applies to the ‘Gram.
Thanks to its diverse content formats and great creator tools, Instagram remains a popular choice for U.S.
marketers.So even if you’re not sure if Instagram makes sense for brand, the truth is, your competitors are almost certainly on there anyway.
(eMarketer predicts that Instagram Reels will be used by 62.2% of marketers in 2025, which would put it neck-in-neck with Facebook.)
According to Meta, businesses that use Instagram’s direct messaging to connect with local customers have a 70% conversion rate.
And if you use a tool like Hootsuite Inbox, you can manage all of your social media messages in one place (just putting that out there).
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Instagram businesses that tag their products in posts enjoy more sales on average than their non-tagging peers.(Learn more about setting up your
Instagram Shop here!)
According to Meta, Instagram offers a unique opportunity to connect customers and companies through value-driven content and personal customer service.
eMarketer predicts that the final tally for ad revenue in 2023 will be even higher, at $50.58 billion, with more growth around the bend.
Overall, Instagram’s ad revenue is growing faster than Facebook’s — perhaps a trend to watch if your social ad strategy involves advertising with Meta.
Source:
https://www.insiderintelligence.com/insights/instagram-user-statistics-trends/
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